Email Marketing
Email Marketing
Rebuilt Into a Channel
That Actually Earns
Most email programmes fail on planning, not design. We build a themed calendar for the year ahead, write to the problem your reader has this month rather than your feature list, and A/B test the call to action every single send. On our longest engagement that turned a dead list into a weekly revenue channel reaching 20,000 restaurant owners.
4x
improvement in open rate (0.5–0.8% → 2–3%)
UK restaurant SaaS
20,000
UK restaurant owners emailed weekly
UK restaurant SaaS
52
sales campaigns a year, planned in advance
Weekly send cadence
3.42%
of total site users arriving from email
GA4, Aug 2022 – Apr 2026
Where this usually starts
Signs you need help with Email Marketing
- Open rates under 1% and no idea which part of the email is the problem.
- Campaigns written the week they go out, so they miss the season that matters.
- One list, no segments — customers, churned users and prospects all get the same email.
- No link tagging, so nobody can prove email produced anything.
What you get
Your Email Marketing deliverables
01
Annual campaign calendar with monthly themes
A whole-year calendar mapped to your customers’ business cycle, planned ahead of the season. For a restaurant SaaS the Christmas bookings campaign started in August, not December.
02
Weekly sales campaigns
Written to the reader’s everyday problem — cutting chaos, filling tables, reducing no-shows — rather than product features. Sent through your marketing portal with every link tagged.
03
List segmentation
Separate tracks for prospects, existing customers and lapsed customers, so each group gets a message that makes sense for where they are.
04
Automated flows
Welcome, nurture and win-back sequences built and maintained — including a monthly retention sequence covering product updates and partnerships, and a monthly win-back sequence for churned customers.
05
A/B testing on every campaign
Calls to action tested head to head — “Book a Demo” versus “Instant Sign Up” versus “Get Started” — by segment and by season, with results carried into the next send.
06
Subject line development
Subject lines written and tested against the reader’s actual pain. On our SaaS engagement, revenue and profit angles drove the most demo requests.
07
Full UTM tracking & attribution
Every link built with Google’s Campaign URL Builder and tagged, so email’s contribution shows up in GA4 next to every other channel.
08
Campaign design
Email templates and creative designed in-house to match your brand across every send.
How we work
The process, step by step
1
Audit the list & baseline
Current deliverability, open rates, segments and tracking gaps documented before anything changes.
2
Plan the year
Monthly themes mapped to your customers' seasonal pressures, with campaigns scheduled to launch ahead of the season.
3
Build the flows
Welcome, nurture, retention and win-back sequences set up with segment rules and tagging.
4
Send weekly & test
One sales campaign a week, each with a CTA A/B test and full UTM tagging.
5
Report & iterate
Opens, clicks, demo requests and GA4-attributed sessions reviewed monthly and fed into next month's themes.
From real client work
What the work actually looks like
GA4 channel breakdown — email tracked and attributed alongside every other channel
Case studies
Results we have published for Email Marketing clients
UK Restaurant SaaS
From a 0.5% open rate to a weekly revenue channel
A year-long themed calendar, one weekly sales campaign to 20,000 UK restaurant owners, monthly retention and win-back sequences, CTA A/B testing on every send, and UTM tagging on every link.
- Open rate improved from 0.5–0.8% to 2–3% — a 4x lift
- 20,000 UK restaurant owners reached every week
- Email contributed 3.42% of total site users in GA4
- Revenue and profit subject lines drove the most demo requests
OUR STACK
Tools we use on this service
Spotler
FT Marketing Portal
Google Campaign URL Builder
UTM tracking
Google Analytics 4
Canva Pro
A good fit if
- Businesses sitting on a large list they have stopped using properly
- SaaS and subscription brands that need retention and win-back, not just acquisition
- Companies with a clearly seasonal buying cycle
- Teams who want email attributed in GA4 alongside everything else
Not what we do
- Purchased or scraped lists — we won't send to them
- One-off blasts with no calendar behind them
Questions
Email Marketing FAQs
Our open rate is under 1%. Is that fixable?
It was for our SaaS client, who came to us at 0.5–0.8%. Rebuilding the calendar, writing subject lines
around the reader’s revenue problems rather than product features, and A/B testing every CTA took them
to 2–3% — a 4x improvement across a 20,000-person list.
around the reader’s revenue problems rather than product features, and A/B testing every CTA took them
to 2–3% — a 4x improvement across a 20,000-person list.
How far ahead do you plan campaigns?
A whole year of monthly themes, with individual campaigns launched ahead of their season. The
Christmas reservations campaign for our restaurant client began in August.
Christmas reservations campaign for our restaurant client began in August.
Do you set up automated sequences?
Yes — welcome, nurture, retention and win-back. On our longest engagement that means weekly
acquisition emails plus two monthly sequences: one for existing customers and one win-back track for
lapsed ones.
acquisition emails plus two monthly sequences: one for existing customers and one win-back track for
lapsed ones.
How do we know email is working?
Every link is built with Google’s Campaign URL Builder and tagged, so email sessions, conversions and
demo requests appear in GA4 next to your other channels.
demo requests appear in GA4 next to your other channels.
Which email platform do you work in?
Yours, wherever possible — we have run programmes through Spotler and client-side marketing portals. If
you don’t have one, we’ll advise on a fit before setup.
you don’t have one, we’ll advise on a fit before setup.
Works well with
Pair this with
Content Writing
Content Writing
Blog posts and web copy written around your SEO priorities and the questions your audience actually asks — content that earned top-5 rankings and…
Conversion Rate Optimization
CRO
Heatmaps and session recordings used to find exactly where visitors drop off — including a hero rebuild after 895 recordings showed 70% of visitor…
Graphic Design
Graphic Design
Social and ad creative built on a consistent visual system and delivered on a monthly volume basis — the in-house design engine behind campaigns…
Become our next case study
Tell us what you’re trying to grow and we’ll tell you honestly whether email marketing is the right place to start. The discovery call is free.