Every other channel is rented. Your ad account can be suspended, your reach can be throttled, your rankings can move. Your list is the one audience nobody can take away from you — and it’s the cheapest sale you’ll ever make.
Most businesses sit on thousands of lapsed customers and have never once asked them back.
Flows before campaigns
Most brands run campaigns and skip flows, which is backwards. Flows are automated, they run forever, and they catch people at the moment they’re closest to buying.
- Welcome — the highest-engagement email you’ll ever send, and most brands waste it on a discount code and nothing else
- Abandoned cart — recovers revenue that’s already most of the way to you
- Browse abandonment — quieter, lower volume, converts surprisingly well
- Post-purchase — sets up the second order, which is where margin actually lives
- Win-back — for the people who bought once and disappeared
- VIP and loyalty — because your best customers should be treated differently
Built once, running continuously, revisited quarterly.
Campaigns
On top of the flows, not instead of them. A calendar built around your actual season — launches, holidays, menu changes, restocks — written and designed rather than dropped into a template.
SMS
Short, timed, and used sparingly. SMS gets opened almost immediately, which makes it powerful and easy to abuse. We use it for things that are genuinely time-sensitive: recalls, reminders, launch windows, last-minute availability.
Consent and compliance handled properly — Canadian anti-spam law has real teeth and the fines are not small.
Segmentation
The difference between a list and an asset. Purchase history, engagement, location, lifecycle stage. Sending everything to everyone is how you train people to ignore you.
Frequently asked questions
Which platform do you work in?
Klaviyo for e-commerce, Mailchimp where it’s already in place and working. We’ll migrate you if the current platform is the bottleneck, but we won’t move you just to be moving.
My list is old and cold. Is it worth anything?
Usually yes, but it has to be warmed carefully — blasting a dormant list is a fast way to land in spam folders and damage your sending reputation. There’s a proper sequence for reactivation and we’ll walk you through it.
How often should we send?
It depends on your category and how much you actually have to say. The failure mode isn’t sending too often, it’s sending nothing worth opening.
Do you write and design them?
Both, in-house, using your brand system so they look like they came from you and not from a template gallery.