E-mail marketing: the channel that belongs to you
E-mails land directly in the inbox, between invoices, important information and other newsletters. Unlike social media, no algorithm decides who sees your content. We look at your existing setup, build what is missing, and take over ongoing operations if you want.
The review comes first, the sending second
When a newsletter underperforms, the copy is rarely the reason. Usually it is what happened before: a list nobody has cleaned in years, a tool somebody chose five years ago that nobody operates properly today, half-finished automations, or content that is factually correct but does not fit the audience.
So we do not start by sending new mails. We start with a review. What that review looks like depends on where you stand.
You already send, but you are unhappy with the results. Then we begin with an e-mail marketing audit. We look at your list and data quality, check segmentation and deliverability, work through your tool setup and existing automations, and assess content, design and legal compliance. What you get is a working document with findings, a clear prioritisation and concrete next steps.
You are starting from zero. Then we first clarify what you actually want to achieve, because whether the goal is leads, retention, revenue or a community determines tool, format, content and frequency. Only then do we build technology, design, content and an editorial plan.
In both cases we know what we are working towards before the first line of copy.
The building blocks
E-mail marketing audit & strategy
A review of your list, your deliverability and your past campaigns, plus the strategy that follows from it: audiences, segments, formats, frequency and metrics you can actually decide on.
Tool selection, setup & design
HubSpot, Brevo, Mailchimp, CleverReach, Klaviyo, ActiveCampaign or Resend: we recommend the system that fits your team and your data, support the migration from the old tool, and build templates in your CI that also work in Outlook and dark mode.
Content, automation & operations
From editorial planning through welcome journeys, reactivation and lead nurturing to reporting and A/B tests. If you want, we run the sending entirely.
How an e-mail marketing project runs
First conversation
We clarify goals, audiences and the resources you can realistically commit.
Audit or concept
If you already send, you get the review with prioritised measures. If you are starting out, you get the concept for building it up.
Implementation
Tool, technology, design and content, either together with your team or entirely from us.
Ongoing operations
Sending, evaluation and optimisation. Only in live operation does it become clear which formats and subject lines actually land with your audience.
The work does not end with the first send. We evaluate campaigns regularly, test subject lines and formats, and sharpen segments as patterns emerge. Lists age, tools change, and deliverability is not something you set up once and forget. So we usually take on the ongoing work too.
Often we act as sparring partners: the first port of call for questions about tools, data protection and deliverability, for editorial planning and for coordination with channels such as content and social media. If you would rather build e-mail marketing yourself, we run a training built around your own setup.
That now includes working with AI in the editorial day-to-day. We use it where it saves time: variants, segment logic, subject-line tests, research and support in content creation.
Frequently asked questions
- What is an e-mail marketing audit?
- An e-mail marketing audit is the systematic review of your existing newsletter setup: from list and data quality through deliverability, tooling and automations to content and legal compliance. It ends with a prioritised list of concrete measures.
- What does an e-mail marketing audit cost?
- That depends on the scope. A single newsletter is manageable, while several lists, parallel tools and automations grown over years take considerably more time. In the diagnostic call we estimate together what makes sense in your case.
- How long does an e-mail marketing audit take?
- Usually two to three weeks. We need access to your sending tool and a conversation with the people responsible; we handle the rest.
- We have no newsletter at all. Is it worth it?
- Usually yes, because e-mail is the only digital channel whose reach genuinely belongs to you. The precondition is that you know what you want to achieve and have the resources to do it regularly. That is exactly what we clarify in the first conversation.
- Which e-mail tool is the best?
- There is no general answer, because the systems have different strengths. Mailchimp suits getting started, HubSpot plays to its strengths when CRM and marketing run together, Brevo convinces on price, Klaviyo in e-commerce and Resend for teams with technical know-how. We decide on your requirements, not on rankings.
- Do you take over existing newsletters and lists?
- Yes. We analyse the running setup, show where the potential sits and take over the ongoing work if you want. A move to a different tool is part of that.
- Is all of this GDPR-compliant?
- Yes, that is a fixed part of the work: double opt-in, documented consent, clean unsubscribe and data processing agreements. In the audit we check whether the existing setup holds; when building new, we set it up correctly from the start.
- What is the difference between a newsletter and marketing automation?
- A newsletter goes out at a fixed time to everyone or to a segment, while marketing automation reacts to behaviour: a sign-up, a click, a purchase or a longer period of inactivity. The two belong together but need different logic in planning.
Your contact
Marketing Strategist
Sarah develops and delivers AI trainings and AI learning programmes for teams, from one-day workshops to multi-week programmes. As a marketing strategist she is also responsible for brand and community marketing and for e-mail marketing. She also produces the Digital Impact Podcast and content for our channels.
How does your e-mail marketing stand?
The diagnostic call places the status quo of your newsletter: 30 minutes, free of charge.