What it is.
Every other channel is rented. The list is not. It is the only audience you can reach on a Tuesday morning without paying a platform for permission, and for most businesses it is also the cheapest revenue in the account, which is why it usually deserves more attention than it gets.
The work splits in two. Lifecycle flows run on their own once they are built: the welcome sequence, the abandoned cart or abandoned enquiry, the post purchase follow up, the win back, the reorder reminder timed to the actual consumption cycle. Campaigns run on the calendar on top of that, and they are written and designed rather than dropped into a template.
Deliverability is the part nobody sees until it breaks. Authentication is set up properly, the list is cleaned rather than inflated, sending reputation is warmed instead of shocked, and suppression is respected. A list that lands in the inbox is worth several times a bigger one that lands in promotions.
What you get.
- Lifecycle flow build across the full customer journey
- Campaign calendar, written and designed
- Segmentation and list hygiene
- Authentication and deliverability setup
- Templates built to render across every major client
- Reporting on revenue per send and per flow
How an engagement runs.
Audit
The list, how it was collected, how it is segmented, the sending reputation and the authentication position.
Repair
Authentication set up properly, the list cleaned rather than inflated, and sending warmed back up in stages.
Build
The lifecycle flows, in priority order, each written in your voice and triggered off real behaviour.
Run
The campaign calendar on top of the flows, tested on subject line and offer, reported against revenue.
What arrives, and when.
- Weekly
- Campaign sends against the calendar, written, designed, tested and scheduled.
- Fortnightly
- Flow performance review, with the weakest step rewritten or the timing changed.
- Monthly
- Revenue per flow and per campaign, list growth net of unsubscribes, and deliverability by domain.
- Quarterly
- List hygiene pass, re-engagement of the quiet segment, and suppression of what does not respond.
- Ongoing
- Segment and template maintenance as the offer, the range or the audience changes.
Questions we get asked.
Who actually writes and builds the emails?
The same in-house team that writes your website and your content. One writer holds the voice across all of it, which is why the welcome sequence sounds like the company the website introduced. Build, testing and scheduling sit with us too, so nothing waits on your team to press send.
What happens in the first month?
We audit the list and the sending reputation first, because pushing volume through a broken setup makes everything after it harder. Authentication gets fixed, the list is segmented and cleaned, and the highest value flow gets built and turned on. Campaigns start once the base holds.
How is it measured?
Revenue attributed per flow and per campaign, list growth net of unsubscribes, and deliverability by domain. Open rate is treated as a diagnostic rather than a result, since image pre-fetching inflates it. If a flow is not earning, we rewrite it or turn it off.
What do we own?
The platform account, the list, the templates, the flows and the copy. All of it is in your name from the first day and stays with you whether the engagement continues or not.
Will this annoy our customers?
It will if the rhythm is wrong for what you sell, which is why the cadence comes off the buying cycle rather than off a content calendar. We watch unsubscribes and complaint rate as closely as revenue, and pull back before the list does it for us.
We already send. Why change anything?
Most programmes we take over are campaign-only, which means every dollar depends on someone writing something that week. Flows are the opposite: built once, triggered by behaviour, earning while nobody touches them. Adding that layer usually moves the number more than sending more often.
The rest of the suite.
Contact the Ignis Team
Send through your details and we will audit your business before we reply.