Email retention marketing
Email that brings the second order, and the fifth.
Seven flows written against your order data, a campaign calendar built around your seasons, and a monthly number that says what each one earned. For Shopify and DTC brands doing $500K to $5M+.
Retention systems built for 150+ Shopify stores · Tiers from $3,500 a month
What is included
Everything the retainer covers, in the order we build it.
No add-on menu. The pieces below are the service; the tiers decide depth and whether SMS is in scope.
- 01
Retention audit of the current account
Every flow, campaign and segment, with the revenue each attributes, list health, complaint rate and inbox placement. The gaps come back ranked by money.
- 02
RFM segmentation from your order data
Recency, frequency and monetary tiers built from Shopify orders, not from a template. These segments drive who gets which flow, which offer, and how often.
- 03
The seven core flows, written and designed
Welcome, browse abandonment, cart abandonment, post-purchase, replenishment, win-back and VIP — copy, design, timing and filters, each checked against real order behaviour before it goes live.
- 04
Campaign calendar and monthly campaigns
A quarter planned around your seasons and launches, then four to eight campaigns a month written, designed, segmented and scheduled — each with a purpose beyond “we should send something”.
- 05
Offer ladder by segment
Who gets a discount, how deep, and who never needs one. Margin protected on loyal customers; incentives spent where they change behaviour.
- 06
List growth and capture
Exit-intent, post-purchase and on-site capture that keeps double opt-in and consent intact. Published programme benchmarks: 12% average list capture, 35% on exit pop-ups.
- 07
Deliverability management
Domain authentication, engagement-based suppression, warm-up when sending changes, complaint monitoring — the unglamorous work that keeps the rest working.
- 08
A/B testing with a written hypothesis
Subject lines, offers, timing, creative — one variable at a time, minimum sample sizes, winners rolled into the flows, results logged so nothing is re-tested.
- 09
Monthly revenue report and review call
Attributed revenue by flow and campaign, repeat-purchase rate, email share of store revenue, list health, and next month’s calendar. Thirty minutes, on a call, with the account open.
How we work
Six steps, six weeks to live, then monthly.
Each step ends with something written down. If we disappeared after step two you would still have a plan your team could run.
Week 1
We read your account before we touch it.
Where the revenue is leaking
Every flow, every campaign, list health, deliverability, segment logic and the revenue each piece attributes. You get the gaps ranked by money, not by opinion.
- 01Flow-by-flow revenue and send volume
- 02List capture, engagement and suppression health
- 03Deliverability: domains, complaint rate, inbox placement
- 04Segment logic against actual order data
- You get: A written audit with the first 90 days planned.
Week 2
RFM segments from your orders, and a calendar built around your peaks.
Segments and the calendar
Recency, frequency and monetary tiers from real order history; lifecycle stages; a campaign calendar that starts with your seasons, not a template.
- 01RFM and lifecycle segmentation
- 02Offer ladder by segment (who gets a discount, who never does)
- 03Send-time and frequency rules
- 04Campaign calendar for the next quarter
- You get: A strategy document your team can run without us.
Weeks 3–5
The core flows, written and designed for your brand.
Flows and templates
Welcome, browse and cart abandonment, post-purchase, replenishment, win-back and VIP — each with copy, design, timing and the split tests already planned.
- 01Copy and design per flow, on-brand
- 02Trigger, filter and timing logic checked against real orders
- 03Templates your team can reuse for campaigns
- 04SMS steps where they earn their place
- You get: Flows live, documented, with QA screenshots.
Week 6
Ramped sends, warmed domains, no spike.
Go-live without a deliverability hit
New flows go live in stages so engagement stays high and the sending reputation you have is protected. Campaigns start on the calendar from strategy.
- 01Staged rollout by segment
- 02Domain and IP warm-up if needed
- 03First campaigns on the new calendar
- 04Reporting dashboard set up
- You get: Everything running, with a baseline recorded.
Monthly
Subject lines, offers, timing and creative — one variable at a time.
A/B tests with a hypothesis
Every test has a written hypothesis and a minimum sample. Winners roll into the flows; losers are documented so nobody re-tests them.
- 01Subject line and preview text
- 02Offer type and depth by segment
- 03Send time and flow delays
- 04Design and layout variants
- You get: A test log with results and the next tests queued.
Monthly
One report: what each flow and campaign earned, and what changes next.
Revenue, not open rates
Attributed revenue by flow and campaign, list growth, repeat-purchase rate, email and SMS share of store revenue — and the plan for next month.
- 01Revenue by flow and campaign
- 02Repeat rate and LTV movement
- 03List and deliverability health
- 04Next month’s calendar and tests
- You get: A monthly report and a 30-minute review call.
Who this is for
Signs your store needs this now.
Six patterns we see in the audit. Two of them is a gap; four is a programme waiting to be built.
- 01
Revenue mix
Email is under 20% of store revenue
Mature programmes see email and SMS contribute 30–40% of revenue. If yours is below 20%, the flows are missing, thin, or firing at the wrong moments.
- 02
Flows
You have a welcome email and a cart email, and that is it
Browse abandonment, post-purchase, replenishment, win-back and VIP are where most of the repeat revenue sits. Two flows is a newsletter with extra steps.
- 03
Campaigns
Every campaign goes to everyone
One send to the whole list trains people to ignore you and trains Gmail to bury you. Campaigns should go to segments that have a reason to hear from you.
- 04
Deliverability
Open rates fell and nobody knows why
Usually a suppression problem: sending to people who stopped engaging months ago. Fixable, but only if someone is watching the numbers weekly.
- 05
Offers
Your discount is the whole strategy
If every email carries 15% off, you have taught customers to wait. Offer ladders by segment restore margin without losing the sale.
- 06
Reporting
You see opens and clicks, not money
Klaviyo, Omnisend and Brevo all attribute revenue per flow and campaign. If your report does not show it, decisions are being made on the wrong number.
Engagement options
Pick the tier that fits.
Two retainers, the prices on the page, and a free audit that tells you which one you need — or that you need neither yet.
A 60-minute call with your account open: every flow, campaign and segment read, the gaps ranked by revenue, written up the same day.
Free60 minutes
No pitch deck · if we are not the right fit, we say so
- 60 minutes, on a call, with your account open
- A written summary of the gaps, ranked by revenue
- No pitch deck. If we are not the right fit, we say so
Tier 1 · per month
For brands doing $500K–$2M a year.
$3,500
Month to month after the first 90 days · everything below included
- Full flow stack: welcome, browse, cart, post-purchase, replenishment, win-back, VIP
- Monthly campaign calendar, written and designed
- Segmentation and list health management
- Deliverability monitoring
- Monthly revenue report and review call
Most scaling brands
Tier 2 · per month
For scaling brands at $2M+.
$5,500
Month to month after the first 90 days · everything below included
- Everything in Tier 1
- SMS strategy, consent capture and flows
- Structured A/B testing programme with a test log
- Quarterly lifecycle deep-dive and re-segmentation
- Loyalty and VIP programme design
- Priority turnaround on campaigns
Brands above $10M, multi-store groups and platform migrations are scoped individually after the audit.
Recent work
Email built for 150+ Shopify stores.
Flows and campaigns we wrote and designed. The results for these brands sit under NDA; the work is public.
All services
Also on this site: Petworld International, Myntgift, Matter of Monday — and 150+ Shopify stores whose results sit under NDA.
Questions
Frequently asked questions
What is email retention marketing?
Email retention marketing uses automated flows and scheduled campaigns to bring existing customers back for their next order. The flows do most of the work (welcome, browse and cart abandonment, post-purchase, replenishment, win-back and VIP) while campaigns carry launches and seasonal moments. It is measured on repeat purchase rate and revenue per recipient.
What retention emails does every Shopify store need?
Five, in this order: a welcome series, abandoned cart and checkout, browse abandonment, post-purchase, and win-back. Replenishment and VIP come next if your products run out or your top customers spend far more than the rest. Our automated flows guide covers all ten, with the trigger and the common mistake for each.
What is the 80/20 rule in email marketing?
It is used two ways. As a content rule, about 80% of what you send should be useful to the reader and about 20% should sell. As a revenue rule, most email revenue tends to come from a small share of engaged subscribers. Both point the same way: segment by engagement and purchase history instead of sending everything to everyone.
How often should we email existing customers?
Flows send when behaviour triggers them, so frequency is really a campaign question. Most Shopify brands do well with one to three campaigns a week to engaged subscribers, and fewer to anyone who has not opened in 90 days. The limit is set by unsubscribe and spam-complaint rates, which we watch every week, not by a fixed rule.
Which email platform do you work on?
Klaviyo, Omnisend and Brevo. Most Shopify brands are on Klaviyo; Omnisend suits catalogue-heavy stores that want SMS and email in one workflow; Brevo when marketing and transactional email need to live together. If you are on something else, the audit tells you whether to migrate before we build.
How long until the flows are live?
Audit in week one, strategy in week two, the seven core flows built and QA’d by week five, launched in stages in week six. Campaigns start on the new calendar from week two.
Do you write the copy and design the emails?
Yes. Copy, design and build are in-house and on-brand. You approve; we do not hand you a template to fill in.
What happens to the flows we already have?
They are audited first. Anything earning revenue is kept and improved; anything sending to the wrong people or at the wrong time is rebuilt. Nothing is switched off without a replacement ready.
Will more email hurt deliverability?
More email to the right people improves it; more email to everyone destroys it. Engagement-based suppression and staged launches are part of the build for exactly that reason.
How do you report results?
Attributed revenue per flow and per campaign, repeat-purchase rate and email’s share of total store revenue, monthly, in one report — plus the list and deliverability numbers that explain the trend.
What does it cost?
Tier 1 is $3,500 a month for brands doing $500K–$2M a year; Tier 2 is $5,500 a month for brands at $2M+ and adds SMS, structured testing and quarterly deep-dives. Both start with the free 60-minute audit.
Retention experts
Let's talk email, SMS and the repeat revenue you actually want.
We work on Klaviyo, Omnisend, Brevo and Attentive. Ready when you are: talk to the person who will run your account, not a sales rep.
Get in touch