Our process, from a friendly coffee to ecom domination
Five stages, in order. What happens in each one, what you get out of it, and what we need from you.
Five stages, in this order, every time. Clean up always finishes before execute, because sending to a list nobody's audited is how you lose the inbox. Everything else is negotiable.
- Thirty-day rolling terms
- Built inside your own Klaviyo
- A written update every week
Five stages, and we ask the same three questions of each
What happens, what you get, and what we need from you.
Discovery
Week 0Working out whether we're a good fit for each other
Every business is different. So we open with a call, not a proposal. No deck, and nobody trying to close you at the end of it.
- Understand your business identity and offeringWhat makes the brand different, and how you want that said to a customer.
- Identify past efforts and future goalsWhat you've already tried, what worked, and what you want us to move.
- Assess lead capacityHow many new customers you can comfortably serve, so we don't build demand you can't ship.
A look under the bonnet of your account on the call, and the quick wins we'd take first. Named out loud whether or not you hire us.
Read-only access or a screen share, honest numbers, and whoever holds the budget on the call.
Onboarding
Week 1We're on the same page, now let's get the ball rolling
Nobody touches a template yet. First we line the plan up against what you're actually trying to earn, and set the expectations, the timelines and the milestones in the same week.
- Platform setupYour Klaviyo account and the wider stack configured and integrated with your store.
- Audience segmentationYour existing list imported and segmented on behaviour, purchase history and value.
- Strategy alignmentA plan written to your brand voice and your goals, not lifted off a template.
A kickoff call with the people doing the work, a written plan with dates against it, and one shared channel for questions between calls.
Admin access to Klaviyo, the store and your domain records, brand assets, and one named approver.
Clean up
Weeks 1 to 2Detox the list before anything goes out to it
Every strategy that works starts from a clean slate. We audit the lists and the campaigns, then fix what's quietly costing you the inbox.
- List hygieneInactive and unengaged subscribers removed so your sender reputation recovers.
- Data enrichmentCustomer records filled out, so personalisation has something to work with.
- Deliverability checkAuthentication and technical issues resolved so emails reach the inbox.
A deliverability report with the failures ranked, a clean segmented list, and a written suppression policy so it stays that way.
Access to your DNS records, a decision on the segments we'd suppress, and the nerve to shrink the list on paper.
Execute
Weeks 2 to 4Action time, where the strategy meets the inbox
Foundation's in, so now we build. Copy, design, templates and automated flows, all inside your own account. Nothing goes to the full list untested.
- Content creationCopy written for your audience and your offer, not filled in around a layout.
- Design and templatesBrand-consistent, mobile-first templates built to hold up in every major inbox.
- Automation flowsWelcome, abandonment and post-purchase sequences built, tested and switched on.
Flows live in your account and owned by you, a campaign calendar for the next quarter, and reporting that names revenue, not applause.
Product, offer and stock information ahead of the calendar, approvals inside a working week, and promotion dates as soon as you've got them.
Optimise
OngoingFine-tuning, because good enough isn't enough
Marketing isn't set and forget. We watch the numbers, read them properly and adjust: sharpening what works, retiring what doesn't.
- Performance monitoringOpen, click and conversion rates tracked against your baseline, not an average. Tests are settled on orders.
- A/B testingSubject lines, content and whole designs, tested against the version already running.
- Continuous improvementWhat we learn goes back into the plan, so the return keeps compounding.
A monthly report with the numbers and the next three moves, a running test log, and thirty-day rolling terms renewed by results.
Half an hour a month on the reporting call, sight of margin, and permission to kill the things that aren't working.
If a stage can't answer all three, it's a meeting, not a stage. The weeks are indicative and the order isn't: stages compressed on the Thermos account weeks out from Black Friday, and clean up still finished first.
The first working day, hour by hour
Let's face it: the gap between signing and anything actually happening is where most agency relationships quietly start going wrong.
- 09:00AccessAccess requests go outOne list, everything on it, sent in one go. No drip feeding it over a fortnight.
- 10:30AlignmentKickoff callStrategy and operations both on it. The people who took the discovery call are the people doing the work.
- 11:30AlignmentAccount walkthroughWe go through your account with the audit findings open beside it and agree what gets touched first.
- 13:00DeliverabilityDeliverability triageAuthentication records, sending domain and list health checked before anything at all is scheduled.
- 15:00WorkThe first fixSomething small and real gets fixed on day one: a broken flow, a missing record, a segment quietly mailing dead addresses.
- 17:30In writingThe day one noteA short written summary: what we found, what changed, what happens tomorrow. In writing, not in a meeting.
The order is the point, not the clock: access, alignment, deliverability, then work, all inside your own account.
Two accounts where the sequence held anyway
The stages compress and overlap when the calendar gets tight. Clean up still comes first.
Thermos, weeks into Black Friday: 11x+ · GenePro, five months: $1.6M attributed
Whether we suit each other, in both directions
We'd rather have this conversation on the first call than in the third month. So both halves of it are written down.
A few reasons we may be a good fit 🤝
The track record is on the work page. These are the rest of the reasons, straight from the horse's mouth.
We won't bullsh*t youThe unfiltered version of what it takes. No fairy tales about quick fixes.
This has to be reason No.1. Let's face it: the marketing world is full of agencies promising overnight success with flashy quick fixes. But here's the hard truth: there's no magic wand in marketing. Building genuine relationships and driving real results takes strategy, creativity, and a bit of grit. We're not here to feed you fairy tales or overpromise what we can do. What we will do is give you the unfiltered truth about what it takes to make your brand stand out, map out a game plan tailored to your goals, keep you in the loop every step of the way, and hustle hard to get you results that actually matter.
No lengthy contractsThirty-day rolling, because we'd rather earn the month than trap you for the year.
We think long-term contracts are outdated and a huge red flag. We believe in earning your business every single month, not trapping you in a rigid agreement. That's why we work on a straightforward 30-day rolling basis. If you're not feeling the vibe or seeing the progress, just let us know. We'll wrap things up, no hard feelings. It's all about keeping it real and keeping you in control.
Over a decade of marketing experienceTen years of watching trends, algorithms and buying habits shift. We know which ones mattered.
We're not newbies tinkering with theories. We're seasoned pros with over ten years of hands-on experience in marketing. We've seen trends come and go, algorithms shift, and consumer behaviours evolve. That means we know what works, what doesn't, and how to pivot quickly to keep your brand ahead of the curve.
We're results drivenDeliverability, opens, clicks, conversions and revenue. Vanity metrics are somebody else's report.
The numbers don't lie, but they can be misleading if you're not looking at the right ones. We're laser-focused on the metrics that matter: deliverability rates, open rates, click-through rates, conversions, and most importantly, revenue generated. Forget vanity stats that don't impact your bottom line. We'll hook you up with easy-to-digest reports on the regular, breaking down the wins and plotting the next moves. No fluff, no filler, just actionable insights to keep the momentum going.
We treat your business as our ownWe learn your brand voice and your customer before we write a word.
Not to be taken out of context! We dive deep to understand your brand's vibe, voice, and what makes your audience tick. That means we create killer campaigns that not only look and sound like you but also hit home with your customers. Think of us as an extension of your team: a partner committed to smashing goals and celebrating the wins together.
We cut out the jargonPlain English. When you understand the plan, you make better calls.
Marketing buzzwords and tech talk? Yeah, we're not about that life. We keep things straightforward and speak your language. Our mission is to demystify marketing, breaking down strategies and results in a way that makes sense. Because when you understand what's going on, we can collaborate better and drive bigger successes. Simple as that.
We are personableYou'll know everyone on your account by name, and they'll know your brand.
We're not a faceless machine churning out generic campaigns. We're real people who value real connections. Getting to know you and your team isn't just a nicety, it's a necessity. It helps us capture your brand's essence and translate it into work that resonates. Plus, we genuinely enjoy building relationships because, at the end of the day, this is a partnership built on trust and mutual success.
We invest in our business, just like youSpecialists across email and lifecycle, conversion work, Shopify build and SEO. So we can flex to your stage.
We are constantly expanding our knowledge base, staying up to date with every platform we work on and investing in the most powerful software and tools. Alongside this, we are continually building our in-house team of some of the most knowledgeable industry experts in the game. We have specialists across email marketing, the wider retention stack, conversion work, Shopify builds and SEO, meaning we can flex to whatever stage of growth your brand is at, without ever selling you a channel we do not run ourselves.
..and a few reasons we may not 🚩
Sometimes we're not the right match. That's fine.
Your budget does not allow for growthStrategy, design, content and analysis all cost something. You can't buy a result without them.
Every penny counts. But if your budget doesn't align with your grand plans, we might not be able to deliver the results you're dreaming of. Quality marketing requires investment in strategy, design, content, and analytics. We're committed to providing value that justifies the cost, but we need the resources to make the magic happen.
Our visions do not alignIf we're pulling in different directions on the first call, month six won't be kinder.
This might sound bold, but we genuinely need to be excited about your niche, and you need to be on board with our approach to elevating your brand. If we're clashing on ideas right from the get-go, it's probably best to respectfully part ways. Chemistry and a shared vision are key ingredients in creating campaigns that truly resonate.
You want to micromanage usSign-off on direction works. Approval on every subject line doesn't.
Trust is the foundation of any successful partnership. We operate best when we have the creative freedom to do what we do best: crafting killer campaigns that drive results. If you feel the need to oversee every tiny detail or can't let go of the reins, we might not be the best fit.
Expectations are unrealisticRetention compounds month after month. It doesn't detonate in week one.
If you're expecting us to double your revenue in a week, we're not the agency for you. Effective marketing is a strategic game: it takes insight, creativity, and a bit of patience. We believe in setting ambitious yet achievable goals, and by keeping it 100% honest we ensure you're in the driver's seat with a clear understanding of the journey ahead.
You want us to teach you on the jobWe'll explain what we're doing and why. But we're not running a training course alongside your account.
Look, we love sharing insights and empowering our clients, but we're not here to give a masterclass while executing your campaigns. Our focus is on delivering top-tier results for your brand. If you're seeking in-depth training or a step-by-step guide, there are other avenues better suited for that.
Thirty-day rolling, and every account stays yours
No exit fee, no penalty clause. Tell us in writing and it ends thirty days later, with everything we built still running inside your own Klaviyo and your store. No hard feelings.
FAQs
How long until something is actually live?
Onboarding runs through week one, clean up overlaps week one into week two, and the first flows are usually live somewhere in weeks two to four. We won't put a contractual date on that, because a 40,000 contact account with three years of history takes longer to clean than a tidy one. The order never moves.
Why does clean up have to come before execute?
Because sending to a list full of dead addresses is how you lose the inbox. List hygiene, data quality and authentication decide whether the rest of the programme lands or goes to spam. It's the least exciting fortnight of the whole thing, and the highest leverage one.
Can we skip the clean up and start sending?
You can. We'll tell you what that's likely to cost you first. Deliverability problems are far cheaper to prevent than to recover from, and a sender reputation takes weeks to rebuild once it slips. GenePro came to us with sends already being flagged as spam, and recovery had to come before anything else could work.
What happens when a stage slips?
It goes into the weekly written update with the reason and the revised date, before you have to ask. Stages compress and overlap when a trading deadline demands it, which is what happened on the Thermos account weeks out from Black Friday. What doesn't change is the order they run in.
Who actually works on my account?
Theo Tziapouras leads strategy on your account, and he is the same two people who were on your first call. No quiet handover to a junior once the paperwork's signed.
How often will I hear from you once it is running?
A written update every week: what shipped, what's next, anything sitting with you. A reporting call every month against your own baseline, with the plan for the month ahead. A plan review every quarter on what we stop, start and keep. Between calls there's one shared channel, not a ticket queue.
Is this process only for email?
Email is the centre of it, and the five stages hold across everything we run. The middle just looks different. On a subscriptions programme the clean up is the plan structure and the churn points. On direct mail it's the data and the trigger. The order doesn't change.
How much of our time does this take?
Roughly an hour a month once the build's done: half an hour on the reporting call and the rest in approvals. Onboarding week is heavier, because that's the week access and brand assets get handed over.
What happens to the work if we leave?
It stays. Everything is built inside your own accounts, so the flows keep running and the documentation stays with them. Thirty days notice in writing, no exit fee, nothing held hostage.
Stage one takes half an hour and costs nothing
Bring your account and the thing annoying you most. We'll tell you what we'd fix first, and you keep that list either way.
Book a call with our founder.
We're all about relationships built on trust, mutual respect and a shared vision for success. If that sounds like your vibe, let's make some waves together 🌊
