They're strategy problems wearing an email costume. The flow isn't broken, it's aimed at the wrong person. The campaign didn't fail, it was the fourth discount in six weeks and the list stopped believing you. Before anyone writes a subject line, someone has to decide what this channel is actually for.
Not a slide deck. Not a workshop. Not a framework with a name. Six decisions that determine whether your email makes money:
Segmentation isn't a feature you turn on, it's a set of judgements about who your customers are, what they've told you and what they're ready for. Get this right and every other decision gets easier.
A maths question, not a taste question. Calibrated to engagement, product cycle and margin. Most established brands are dramatically undersending. Some are burning their list and can't see it.
When you discount, how deep, to whom and, critically, when you don't. This is the difference between a brand with pricing power and a brand training its customers to wait for the sale.
Twelve months, mapped against your revenue goals, your product drops and the peaks that matter. Planned, not improvised.
Which automations you need is a function of your repurchase cycle and margin. A supplement brand and a fine jewellery brand need almost nothing in common.
People buy feelings, not products. The brands that win at email have a point of view and a voice. The ones that lose sound like a shipping notification with a hero image.
Sixteen years consulting. Two decades in the industry, McCann Erickson, then IKEA, eBay, Samsung, L'Oréal, then e-commerce full time.
That matters for a specific reason. Most email strategists came up through performance marketing, so they optimise the number and flatten the brand. Most brand people came up through design, so they protect the feeling and can't tell you what it earned. I came up through brand and then learned revenue, which means I won't wreck the thing you built to hit a monthly target and I won't hide behind "brand" when the number isn't moving.
That's the whole pitch. You get someone who can hold both.
Send me your store and platform. I'll find where the strategy is costing you revenue and send back the single change most likely to move your monthly number.