I look after the email for a small number of e-commerce brands. Sixteen years in, I still do the work myself, because it's the part I actually love.
Most people who touch your email sit in one of two camps. Performance marketers who can read a dashboard but will happily discount your brand into the ground to hit a monthly number. Or designers who make it beautiful and can't tell you what it earned.
I came up through brand. McCann Erickson first, then years across IKEA, eBay, Samsung, L'Oréal, Pfizer and LEGO. Then I moved into e-commerce and learned the revenue side properly, which is where the two halves finally met.
There's a word I've grown fond of for it: brand custodian. Someone who looks after the thing you built while making it earn its keep. I care what your emails look like, how they sound and what they made, all at once and in that order.
In practice it feels less like hiring a supplier and more like having someone in your corner who thinks about the business the way you do.
I take on a small number of clients at a time. Not as a scarcity tactic, it's simply the only way this works. The moment I'm running fifteen accounts I become the thing I'm quietly arguing against: someone who hands your brand to a junior and turns up for the monthly call.
So it stays with me. The strategy, the writing, the design, the flows, the sending, the reporting. You email one person and you get an answer from the person who did the work. If something isn't performing, I'll tell you before you have to ask.
I'd also rather be honest early. If I don't think I'm the right fit, or if email isn't the thing holding you back right now, I'll say so and point you somewhere better.
I have a seven-year-old, and I built this business so I'd own my time. That's not a soft detail. It's the reason I understand exactly what you're trying to buy, because I bought it for myself first.
There's a particular feeling when revenue arrives on a Tuesday afternoon while you're at a school assembly instead of at a desk. Not revenue you chased that morning. Revenue that turned up because you built something once, properly, and it kept going.
That's the whole promise of a well-made email program, and it's what I want for you. You're not really buying emails. You're buying a business that doesn't need you standing over it.
Send me your store and your platform and I'll go through the account, find where the revenue is leaking and send back a short, specific read. No call, no pitch, and useful whether or not we ever work together.
