What email platforms do you work with?

We work with Klaviyo, Mailchimp, ActiveCampaign, HubSpot, Brevo, ConvertKit, SendGrid, and most other major ESPs. If you already have a platform, we work within it. If you're starting fresh or considering a migration, we'll recommend the best fit for your business size and use case.

How many emails should I send per week?

There's no universal answer — it depends on your audience, industry, and how strong your content pipeline is. Most e-commerce brands send 2-3 campaigns per week plus automated flows. B2B companies typically do 1-2 per week. We'll help you find the cadence that maximises engagement without burning your list.

What's a good email open rate?

The average email open rate across all industries is 21.5%, but this varies significantly by sector. E-commerce sits around 19-25%, while B2B SaaS often achieves 25-35% for targeted lists. More important than open rate is click-to-open rate and downstream revenue — those are the metrics we optimise for.

How do you avoid spam filters?

Deliverability is a technical and behavioural discipline. We set up SPF, DKIM, and DMARC authentication records, warm new sending domains properly, maintain clean suppression lists, monitor sender reputation scores, and write email copy that avoids spam-trigger language patterns. We also run your templates through tools like Litmus before deploying.

Can you migrate my list from another platform?

Yes, we handle full ESP migrations including subscriber export, tag and segment mapping, flow recreation, template rebuilding, and domain warm-up on the new platform. A migration typically takes 2-4 weeks depending on list size and flow complexity. We maintain sending continuity throughout so you don't lose revenue during the switch.

What automations should I set up first?

The highest-ROI flows to set up first are the welcome series, abandoned cart, and post-purchase sequences. Together these three flows typically generate 60-70% of all automated email revenue. Once those are live and tested, we layer in browse abandonment, win-back, and VIP tier flows.

How do you grow an email list?

We build list-growth into every engagement: optimising sign-up form placement and copy, creating lead magnets that attract qualified subscribers, setting up referral mechanics, and syncing paid traffic audiences to email capture flows. We focus on quality over quantity — a smaller, engaged list outperforms a bloated one every time.

What is email list hygiene and why does it matter?

List hygiene means regularly removing invalid addresses, bounced emails, and chronically unengaged subscribers from your sending list. It matters because ISPs judge your sender reputation by engagement rates — if you're emailing thousands of people who never open, your deliverability to everyone else suffers. We run hygiene audits every 90 days as standard.

Email Automation — Digitelia Marketing Agency

Email is still the highest-ROI marketing channel — and automation is why

For every $1 spent on email marketing, businesses earn an average of $36 in return. That figure has held steady for over a decade while costs in paid social and search have climbed steadily. But here’s what the headline ROI number misses: the gap between businesses that hit $36 per dollar and those that hit $8 per dollar is almost entirely explained by automation.

Email automation achieves 320% more revenue than non-automated emails, according to Campaign Monitor research. When your welcome series runs the moment someone subscribes, when an abandoned cart email goes out 45 minutes after they leave without buying, when a win-back sequence fires automatically at 60 days of silence — you are capturing revenue that would otherwise evaporate. No campaign calendar, no copywriter on call at 2 AM required.

At Digitelia, we build lifecycle email programs that compound over time. Month one, we wire up the core flows. Month three, we have enough data to test into meaningful uplifts. Month six, your email channel is generating a predictable revenue contribution that your paid channels cannot disrupt.

Why email outperforms every other owned channel

Email is the only digital channel where you own the relationship outright. Your Instagram following, your Google rankings, your Facebook page — all of these can be altered or eliminated by a platform policy change. Your email list belongs to you.

Beyond ownership, the engagement mechanics of email are unmatched. The average email open rate is 21.5% across all industries. Compare this to organic reach on Facebook (roughly 2-5% for most pages) or the fraction of a second your ad has to make an impression on a feed scroller. Email recipients have actively opted in, have your brand in their inbox, and are reading at a moment they’ve chosen — not one you’ve interrupted.

SMS adds another layer. For time-sensitive messages like flash sales, shipping confirmations, and appointment reminders, SMS open rates run above 90%. Combining email and SMS in coordinated flows creates a multi-touch sequence that significantly outperforms either channel alone.

Search and paid social are acquisition channels — they bring people to your door. Email is a retention and monetisation channel — it’s how you maximise the lifetime value of everyone who walks through it. The brands that understand this distinction and invest accordingly are the ones whose unit economics hold up as ad costs rise.

The flows we build

Welcome series

The welcome flow is the highest-engagement sequence you will ever send. Subscribers who have just signed up have peak curiosity about your brand — open rates on welcome emails average 50%+ compared to 21% for regular campaigns. A well-designed welcome series does four things: confirms the subscription and sets expectations, delivers on whatever promise got the person to sign up (lead magnet, discount, content), introduces the brand story and differentiation, and makes a first purchase offer.

We typically build welcome series across 4-7 emails over 10-14 days, with splits based on whether the subscriber purchases during the sequence. If they buy, they exit the welcome flow and enter the post-purchase track. If they don’t, they receive a closing offer before transitioning to your regular campaign calendar.

Abandoned cart recovery

Cart abandonment rates average 70% across e-commerce. That means 7 out of 10 people who add something to their cart leave without buying. Abandoned cart flows recover a meaningful percentage of these — typically 5-15% of abandoned carts convert when you have a well-timed sequence in place.

The standard structure is a 3-email sequence: a reminder at 1 hour (no discount, just a gentle nudge), a social proof email at 24 hours (reviews, FAQs, size guides — addressing objections), and a final email at 48-72 hours with a time-limited incentive if margin allows. We test urgency language, incentive types, and subject line approaches to find what converts best for your specific audience.

Browse abandonment

Browse abandonment captures a segment that cart abandonment misses entirely — people who viewed products but never added to cart. These are warmer than cold traffic but cooler than cart abandoners. Browse abandonment flows typically run at lower volume but still recover revenue that would otherwise be lost. We build these as 2-email sequences triggered when a subscriber views a product page without adding to cart within a set time window.

Post-purchase sequences

The post-purchase period is when customers are most emotionally invested in your brand — and most companies waste it with a single order confirmation email. We build post-purchase sequences that deliver genuine value: shipping updates, product education that improves satisfaction, unboxing tips, cross-sell recommendations timed to when the initial purchase has been used, and review requests at the optimal moment.

Review requests alone, when timed correctly, can generate 3-5x more reviews than a single post-delivery email. Those reviews then feed into social proof assets used in ads and on landing pages, creating a compounding effect across channels.

Win-back and reactivation

Every email list contains a segment of subscribers who were once engaged and have gone quiet. Win-back flows identify these subscribers — typically defined as no open or click within 90-180 days — and run a dedicated sequence to re-engage them before they’re suppressed.

The win-back flow structure we use: an attention-grabbing subject line experiment, followed by a genuine value offer (exclusive content, special discount), followed by a “last chance” email that creates urgency, followed by a sunset email that tells unresponsive subscribers they’ll be removed unless they click to stay. This last step feels counterintuitive but it protects deliverability and often generates meaningful re-engagement by itself.

VIP tier flows

High-value customers deserve communication that reflects their status. VIP flows trigger when a subscriber crosses a revenue or order frequency threshold, enrolling them in a track that provides early access to new products, exclusive offers, personal outreach from a founder or account manager, and loyalty program communication. VIP customers typically represent 20% of your list but 60-80% of revenue — treating them differently pays for itself immediately.

Birthday and anniversary flows

Personalised milestone emails — birthdays, account anniversaries, purchase anniversaries — consistently outperform standard campaigns on all engagement and conversion metrics. They work because they feel genuinely personal in an inbox full of broadcast emails. We set these up as evergreen flows that run automatically and require no ongoing management once live.

Platform expertise

We have hands-on production experience in Klaviyo, Mailchimp, ActiveCampaign, HubSpot, Brevo (formerly Sendinblue), ConvertKit, SendGrid, and Litmus for pre-send testing. Each platform has distinct strengths:

Klaviyo is the gold standard for e-commerce brands on Shopify or WooCommerce. Its native integration with purchase data, browsing behaviour, and product catalogue makes it significantly more powerful than alternatives for behavioural triggering and revenue attribution.

HubSpot is the right choice for B2B companies where email connects to CRM workflows, deal stages, and sales sequences. If your email strategy is inseparable from your CRM strategy, HubSpot unifies them.

ActiveCampaign sits between the two — strong automation capabilities, solid CRM features, and a price point accessible to growing teams. We recommend it frequently for B2B businesses that aren’t ready to commit to HubSpot’s full suite.

Brevo is the best value option for high-volume senders who don’t need Klaviyo’s e-commerce depth. Its transactional email and SMS capabilities are genuinely strong.

If you’re on a platform not listed here, we’ll audit whether it can support what you need or whether a migration makes financial sense.

Segmentation strategy

Segmented campaigns drive a 760% increase in revenue compared to unsegmented sends, according to DMA research. That number sounds impossible until you understand what unsegmented sending actually costs you.

When you send the same email to your entire list — active buyers, lapsed subscribers, people who only signed up for a discount and never opened again — you’re diluting your engagement metrics, training your best subscribers to tune you out, and burning your sender reputation with ISPs by mailing people who don’t care.

Our segmentation approach combines four dimensions:

Behavioural segmentation: what people click, what products they browse, what categories they’ve purchased from. This drives personalised product recommendations and content relevance.

RFM analysis: Recency (how recently did they purchase?), Frequency (how often?), Monetary value (how much have they spent?). RFM scoring identifies your best customers, at-risk customers, and lapsed customers so you can treat each segment appropriately.

Predictive LTV: using purchase history to forecast which subscribers are likely to become high-value customers even if they’ve only bought once. We use these predictions to invest more in onboarding sequences for high-potential subscribers.

Engagement segmentation: active (opened or clicked in last 90 days), cooling (91-180 days), inactive (181+ days). This determines send frequency and content approach — active subscribers get your full programme, inactive subscribers get a re-engagement sequence.

Deliverability and list hygiene

The most beautifully designed email sequence is worthless if it lands in spam. Deliverability is the technical foundation that everything else sits on, and it’s frequently neglected until something breaks.

We treat deliverability as an ongoing programme, not a one-time setup:

Authentication: SPF, DKIM, and DMARC records properly configured for your sending domain. Without these, major ISPs will either block your emails or send them to spam by default.

Domain warming: new sending domains need to build reputation gradually. We follow a structured warm-up schedule that increases volume slowly while monitoring reputation scores, rather than blasting your full list on day one and getting flagged immediately.

Bounce management: hard bounces (invalid addresses) must be removed immediately. Soft bounces (temporary delivery failures) are monitored and suppressed after a threshold. High bounce rates signal to ISPs that you’re not maintaining your list.

Engagement-based sending: sending to disengaged subscribers hurts your reputation. We implement engagement-based suppression so your campaigns reach people who are actually interested, and we run win-back flows on the disengaged segment before suppressing them entirely.

Spam testing: before major campaigns go out, we run templates through Litmus to test rendering across 90+ email clients and check spam filter scores.

A/B testing methodology

Good email programs don’t stand still — they compound through continuous testing. Our testing methodology follows a structured approach: one variable per test, statistically significant sample sizes (minimum 1,000 recipients per variant), 7-day observation windows for revenue metrics, and a documented results library that accumulates learnings across tests.

What we test: subject lines (length, personalisation, emojis, curiosity vs. directness), preview text, send time and day of week, from name (brand vs. founder first name), email length and content structure, CTA placement and copy, imagery vs. plain text, and offer mechanics (percentage discount vs. dollar amount vs. free shipping).

The most consistent finding across our client base: founder-voice plain-text emails outperform designed HTML emails for re-engagement and win-back sequences. The designed emails win for product launches and sale announcements. Knowing when to use each format is as important as the writing itself.

Reporting and attribution

We build reporting that answers the questions that actually matter: which flows are generating revenue, which campaigns are worth repeating, and what the email channel contributes to total business revenue.

Standard reporting covers: revenue by flow and campaign, open rate and click rate by segment, revenue per recipient (the metric that accounts for both engagement and conversion), list growth rate, unsubscribe rate (and what’s causing spikes), and deliverability metrics including bounce rate and spam complaint rate.

Attribution is the thorny part. Email assists purchases that get attributed to other channels in last-click models. We set up multi-touch attribution where possible and at minimum track email-influenced revenue (any purchase by someone who received an email within a 7-day window) alongside email-attributed revenue (purchases made directly from an email click).

Who email automation is right for

Email automation delivers the strongest returns in these scenarios:

E-commerce brands with more than 1,000 subscribers and a product catalogue that lends itself to repeat purchase. Klaviyo’s e-commerce integrations make building behavioural flows genuinely powerful.

SaaS and subscription businesses where the customer lifecycle — trial, onboarding, usage education, renewal, expansion — maps naturally to email sequences. Reducing churn by even a few percentage points through better onboarding sequences has outsized revenue impact.

B2B companies with long sales cycles where email nurture keeps leads warm between sales touchpoints. ActiveCampaign or HubSpot typically serve this use case well.

Service businesses — consultants, agencies, coaches — where the email list is the primary owned audience and email is how relationships are maintained and offers are made.

If you’re spending money on paid acquisition but have no email follow-up, you’re paying to fill a leaky bucket. If you have an email list but are only sending occasional campaigns, you’re leaving most of your email revenue potential untouched.

What working with us looks like

Month one: audit of your current setup (flows, deliverability, list health), then build and launch the core 5 flows: welcome, abandoned cart, post-purchase, win-back, and browse abandonment. Campaign calendar established.

Month two-three: flows are generating data. We run the first A/B tests on subject lines and content, refine segmentation, and launch VIP tier and birthday flows. Reporting cadence established.

Month four onwards: compounding — testing, optimising, expanding flows based on what the data shows. Quarterly list hygiene audits. Annual platform reviews to ensure you’re on the right tool for your current scale.

Every engagement starts with a discovery call where we review your current email programme and identify the 3-5 highest-impact opportunities. From there, we scope the work and give you a clear timeline and investment.

If your email channel is currently an afterthought — one campaign a month when someone has time — we’ll show you what a structured programme looks like. If you already have flows running but they’ve never been properly optimised, we’ll audit and identify where the money is being left on the table.

The $36 per $1 ROI is achievable. Most businesses are currently earning $4-8 and leaving the rest behind.