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Email marketing is one of the highest-returning channels available to any business — but only when it's built on a solid understanding of what's working, what isn't, and where the real opportunities lie.
An email audit cuts through assumption and gives you clarity. It examines your current setup, your list health, your campaign performance and your automation flows — and turns what it finds into a clear, prioritised picture of what to fix, what to keep, and where to focus next.
An email audit is a systematic review of your existing email marketing activity. It examines your platform setup, list health, campaign performance, automation flows, deliverability, and compliance — identifying what’s working, what isn’t, and where the most significant opportunities for improvement exist. The output is a clear, prioritised report that gives you an honest picture of where your email programme stands.
You need this when you want to build a direct communication channel with your customers but don’t know where to start — when you have a customer database that’s never been properly segmented or contacted, or when you’re currently relying entirely on paid or social channels to drive repeat business. It’s also the right time when customer retention is a strategic priority and you need a reliable, low-cost way to stay in front of your existing audience.
This service includes an audit of your current email marketing activity, development of a channel strategy covering objectives, audience segmentation approach, content themes, send frequency and KPIs, and a prioritised roadmap of recommended activity. Delivered as a strategy document with supporting frameworks and an implementation plan.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
It’s a structured plan that defines what you want email marketing to achieve, who you’re communicating with, what content you’ll send and when, how your list will be managed and grown, and how performance will be measured. It turns ad hoc email activity into a purposeful programme.
Frequency depends on your audience, your content quality and your list engagement. Most businesses find a rhythm of one to four sends per month. What matters more than frequency is relevance — a less frequent but more valuable email will outperform a frequent but generic one.
No. A small, highly engaged list of the right people is more valuable than a large list of unengaged contacts. Email marketing can deliver strong returns from relatively modest list sizes when the content is relevant and the audience is well-matched.
Open rate, click-through rate, conversion rate, unsubscribe rate and revenue attributed to email are the core metrics. The most important are those that connect most directly to your commercial objectives.
A newsletter is typically content-led, designed to inform and build a relationship over time. A marketing email has a specific commercial objective — driving a purchase, booking, download or enquiry. Both have a role in a well-structured programme.
Through lead magnets, sign-up incentives, gated content, post-purchase opt-ins, event registrations and consistent promotion of the list across your other channels. List growth should be a defined strategic objective with specific tactics assigned to it.
The right platform depends on your list size, the complexity of automation you need, your e-commerce or CRM integrations and your budget. Common options include Mailchimp, Klaviyo, HubSpot, ActiveCampaign and Campaign Monitor — each with different strengths.
It can and must be. GDPR requires a lawful basis for processing personal data and sending marketing emails. Consent is the most common basis, which means contacts must have actively opted in. List hygiene, easy unsubscribe mechanisms and clear privacy policies are all required.
By comparing performance against industry benchmarks for your sector, tracking trends over time and — most importantly — assessing whether email is contributing to your commercial objectives, not just generating opens and clicks.
This varies by audience and industry. Tuesday to Thursday mornings are often cited as performing well, but your own list data is the most reliable guide. Testing different send times against engagement metrics will give you a clearer answer than any general benchmark.