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Every email list has subscribers who've gone quiet. They opted in with interest, but somewhere along the way, the connection faded. Ignoring them costs you potential revenue. Emailing them without a strategy damages your deliverability and your reputation.
A re-engagement flow takes a considered approach to winning those subscribers back. It identifies who's lapsed, reaches out with content specifically designed to reignite their interest, and gives them a genuine reason to re-engage — while helping you keep your list clean and your metrics meaningful.
A re-engagement flow is an automated email sequence designed to reconnect with subscribers who have stopped opening or clicking your emails. It identifies lapsed contacts, delivers a targeted series of messages designed to rekindle their interest, and removes those who remain unresponsive — improving list health and protecting deliverability in the process.
You need this when you’re running email campaigns without any reliable way to measure their impact, when your reporting is limited to open rates and you need to understand what emails are actually contributing to revenue, or when you need to demonstrate the return on email marketing investment to stakeholders. Proper measurement turns email from a broadcast channel into a performance channel.
This service includes the setup or audit of tracking and analytics within your email platform, UTM parameter configuration for website traffic attribution, integration with Google Analytics or your analytics platform, and the creation of a reporting dashboard covering key metrics. Delivered as a live reporting setup with a measurement framework and interpretation guide.
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?
Email analytics and reporting covers the tracking, measurement and analysis of your email programme’s performance — from individual campaign metrics like open and click rates through to programme-level metrics like revenue contribution and subscriber lifetime value.
The metrics that matter most depend on your objectives. Open rate indicates deliverability and subject line effectiveness. Click-through rate reflects content and CTA quality. Conversion rate connects email to business outcomes. Revenue per email and subscriber lifetime value connect the programme to commercial performance.
Attribution is the process of assigning commercial credit to the email touchpoints that contributed to a sale or conversion. It’s complex because customers interact with multiple channels and multiple emails before converting, and different attribution models assign credit differently.
By integrating your email platform with your e-commerce or CRM system, configuring UTM parameters on email links for analytics tracking, and setting up goal tracking that captures conversions driven by email traffic.
Average open rates vary significantly by industry — typically between 18% and 35% for B2C, and between 25% and 45% for B2B. Your own historical trends are a more meaningful benchmark than industry averages, and open rates have become less reliable since iOS privacy changes.
Apple’s Mail Privacy Protection feature pre-fetches emails to protect user privacy, which inflates open rates for Apple Mail users. This makes open rate a less reliable metric than it used to be. Click rate, conversion rate and revenue attribution are now more meaningful performance indicators.
A reporting dashboard is a centralised view of your key email metrics that can be reviewed regularly without manually pulling reports. For most businesses with an active email programme, a well-configured dashboard saves time and supports more consistent performance monitoring.
Campaign performance should be reviewed within 48 hours of each send. Programme-level trends should be reviewed monthly. A more comprehensive strategic review — comparing performance against objectives and benchmarks — should be conducted quarterly.
Investigate the cause before making changes. Declining open rates may indicate deliverability issues, list fatigue or subject line problems. Declining click rates may suggest content or CTA quality issues. Correlating the decline with specific changes in the programme helps pinpoint the cause.
Yes. Email engagement data — what topics, formats and offers generate the strongest response — is useful for informing content strategy, product development, sales messaging and broader marketing planning. Email is one of the richest first-party data sources available to a business.