Email marketing

You have a customer list but do not use it, or you send the odd email and have no idea whether anyone reads it. Meanwhile, people who have already bought from you forget about you, and you pay for ads to bring them back.

With us, email becomes a channel that works consistently: we set up your domain so emails reach the inbox, write the content with you and create sequences that start on their own when someone signs up, buys or is about to lapse.

When you need it

• You have a customer list in an Excel sheet or your management system and have never used it.
• You send newsletters, but open rates are low and you do not know why.
• Customers tell you your emails land in spam, even your everyday ones.
• You have an online shop and want to recover abandoned baskets or get past customers to reorder.
• You sell services with a renewal (subscriptions, courses, support) and want to send reminders automatically.
• You pay for a sending platform that costs more and more as your list grows.

How we work

1. Initial review. We look at the contacts you have, where they come from, what consent they have given and how your domain is set up.
2. Technical setup. We configure your domain records, connect the sending platform and add a sign-up form to your website.
3. Content plan. Together we decide what to say, to whom and how often, and put it in a calendar.
4. Templates and sequences. We design a recognisable email template and write the automated emails your business needs.
5. Sending and measuring. We send the newsletters, track opens, clicks and unsubscribes, and adjust subject lines, timing and content based on the data.

Why emails end up in spam

Gmail, Outlook and other email services decide in an instant whether an email can be trusted. They mainly look at two things: whether the sender is who they claim to be, and how the list behaves.

The first needs three domain settings, which only have to be done once:

• SPF: a list of the servers authorised to send email on behalf of your domain.
• DKIM: a digital signature proving the message has not been altered on its way.
• DMARC: a rule telling email services what to do with messages that fail the two previous checks.

Without these three records, the major email services now tend to reject bulk sends or move them to spam.

The second part is list hygiene. Wrong or closed addresses cause bounces, and people who have not opened anything for months lower your reputation. That is why we remove bounces automatically, make unsubscribing easy and periodically set inactive contacts aside.

Newsletters or automated sequences?

They do different jobs, and it usually pays to have both.

A newsletter goes to everyone or to a group, on a date you choose: news, offers, an article, an event. It keeps the relationship alive and takes a bit of work each month.

Automated sequences are triggered by something the person does: they sign up and get a three-email welcome series, they leave their basket and a few hours later get a reminder, their subscription expires in a month and they get a notice. You write them once and they keep working. If you are short of time, this is often the best place to start.

A real example

For our own companies we replaced MailerLite with our own sending engine built on Amazon SES: it manages queues, tracks opens and clicks, removes bounces and triggers sequences. The cost is Amazon SES pricing, a few cents per thousand emails, with no per-contact fee. The Newsletter module of our multi-company business platform also sends through Amazon SES, in the same software that holds the CRM.

Who it is for

Shops, restaurants, professionals and businesses in Perugia and Umbria, Italy, and clients working with us remotely, who already have customers and want to stay in touch more often without relying only on social media or advertising.