EMAIL MARKETING AGENCY · FLOWS, CAMPAIGNS AND MEASUREMENT
Email marketing built around your customer lifecycle.
ROI.LIVE audits and manages ecommerce email programmes, including flows, campaigns, segments and deliverability. We agree the scope around order economics and customer permission, then measure attributed revenue separately from incremental impact.
No purchase required. Keep a brief summary and next steps.
THE PROGRAM, AS THE OWNER SEES IT
FlowsCampaignsSegmentsSMSDeliverability
FLOW
Welcome seriesFor eligible subscribers, with the relevant consent and suppression checks
FLOW
Abandoned cartFires on intent you already paid for
FLOW
Browse and winbackInvites eligible past buyers to return
CAMPAIGN
The calendarLaunches, seasons, and inventory you need to move
SEGMENTS
Buyers, repeat buyers, lapsingA different message per group, never one blast
THE RECEIPT
CRAFT · dated company resultRevenue rose 29.0%, from $251,924 to $324,935, January 1–March 3, 2025 versus 2026. This does not isolate email’s contribution.
AUDIT FIRST, TEMPLATES SECOND
SOFTWARE AT COST · THE PLATFORM INVOICE COMES TO YOU
CRAFTSee the dated revenue comparison and its limits
Scope firstDo not treat another account’s share as your target
$5K to $15KPublished monthly retainer
$0Markup on your platform invoice
01
THE LIFECYCLE MAP
From the welcome message to the next purchase
Use relevant messages to support repeat purchases.
Eligible buyers and subscribers can receive welcome messages, relevant campaigns and winback offers. Their order cycle and permissions determine the sequence. Review the stages through the same scorecard.
IN
Paid and the store
Eligible customers and subscribers enter the relevant programme. A purchase or an email address does not automatically provide permission for every marketing channel.
COST YOU ALREADY PAID
STAGE 1
Welcome
The first touches: what you sell, who you are, the first-order window.
FIRES ON DEMAND YOU HAVE
STAGE 2
Broadcast and segments
The calendar, split by buyer behavior instead of blasted at the list.
REPEAT RATE AND DELIVERABILITY
OUT
Winback
Invite eligible past buyers to return, then record attributed orders and list health on the scorecard.
REPEAT PURCHASE AND LIST HEALTH
MEASURE: ATTRIBUTED REVENUE · REVENUE PER DELIVERED RECIPIENT · REPEAT RATE · UNSUBSCRIBES AND COMPLAINTS
Illustrative shape of the program. Your margins, price point, and order cycle decide how many stages the loop needs, and the audit in week one reads what is already there before anything new is built.
02
THE DEFINITION
What an email marketing agency is for
An email audience is valuable, but permission, deliverability and provider policies still govern access.
An email marketing agency runs the program that turns the buyers you already won into repeat revenue: automated flows, the campaign calendar, segments that keep messages relevant, and the deliverability that gets it all into the inbox. Here is the program, part by part.
| Part | Purpose | Check |
|---|---|---|
| Flows | Relevant messages after a defined event | Eligibility, timing, suppression and attributed orders |
| Campaigns | Seasonal, product and customer communication | Inventory, offer margin, audience and fatigue |
| Segments | Use relevant behavior and customer needs | Data quality, size and overlap |
| SMS | Suitable messages to SMS subscribers | Separate SMS permission, country support and suppression |
| Deliverability | Reliable authenticated sending | Domain setup, bounces, complaints and list hygiene |
03
THE RECEIPT
Read the business result alongside the email work.
A growing business. Email’s contribution needs its own measurement.
CRAFT’s revenue grew 29.0% from $251,924 during January 1–March 3, 2025 to $324,935 over the same dates in 2026. These are company totals. CRAFT is a confidential client name. Klaviyo explains how message attribution works.
CRAFT · COMPANY REVENUE COMPARISON
CRAFT, artisan dessert maker
January 1–March 3, 2025
$251,924
January 1–March 3, 2026
$324,935
Change across the same calendar dates
+29.0% COMPANY REVENUE
Email’s incremental contribution
NOT ISOLATED BY THIS REPORT
SOURCE AND SCOPE
RETAINED CLIENT YEAR-OVER-YEAR REPORT
CRAFT IS THE APPROVED CONFIDENTIAL ALIAS · REVENUE BEFORE EXPENSES · COMPANY GROWTH DOES NOT ESTABLISH EMAIL LIFT
$324,935
CRAFT company revenue grew from $251,924 to $324,935 across January 1–March 3, 2025 versus the same dates in 2026. This does not isolate email’s contribution.
Test lift
Use a suitable controlled test when the question is what email added. Do not add overlapping platform-attributed revenue into a company total.
References
Agree the named team, review cadence and handover plan before work begins.
04
THE BUILD ORDER
What gets built, and in what order
Audit first. Templates second.
01
WEEK ONE
The audit
Capture the pre-change baseline, attribution settings, flows, list permission, suppressions and delivery health. Identify the problem before proposing a new template or send calendar.
You get: the constraint, named in writing
02
WEEKS 2 TO 4
The foundation
Repair the agreed flows, test event and suppression logic, and record what changed. Compare attributed orders with the baseline; use an appropriate experiment before claiming lift.
You get: flows that fire on demand you already have
03
MONTHS 2 TO 3
The segments
Buyers, repeat buyers, lapsing, gone. Different messages per group, tested against each other instead of one blast to all.
You get: a list that behaves like an asset
04
QUARTER 2
The compounding
Connect the calendar to inventory and customer needs. Add SMS only for separately eligible subscribers and review revenue with complaints, unsubscribes and costs.
You get: email on the P&L, not in a tab
05
THE PLATFORM QUESTION
Klaviyo, or something else
The platform matters less than who runs the program.
| Platform | Relevant capabilities | What to compare |
|---|---|---|
| Klaviyo | Customer data, segmentation, flows and messaging | Store integration, attribution settings, profile and sending costs |
| Omnisend | Ecommerce email, automation, SMS and push | Required channels, integration, plan limits and usage |
| Mailchimp | Email, automation and ecommerce integrations | Workflow fit, integration, contacts, sends and reporting |
Feature and plan availability can change. Evaluate the actual account and required workflow; no platform is automatically the best choice for every store.
When a flow depends on storefront changes, coordinate it with Shopify store management so the message, product page and purchase path agree.
06
PRICING · PUBLISHED SEPTEMBER 2026
What it costs
Published. Not “contact us for a quote.”
FRACTIONAL CMO · ROI.LIVE
$5K to $15K
ROI.LIVE engagements start at $5,000 a month, with most ranging from $5,000 to $15,000. The written scope defines the work, deliverable volume, review rounds, term and separate costs. Media, approved software and agreed third-party production are separate, billed at cost.
VERSUS
A FOCUSED EMAIL SPECIALIST
Scope fit
A freelancer, agency or in-house owner can work well when responsibilities and expertise fit the programme. An integrated engagement is useful when several connected decisions need the same owner.
Full pricing mechanics, including the worked comparison against a full-time CMO hire, live on the fractional CMO page.
07
FIT
Who this is for, and who should not call
I will tell you on the first call, not after the first invoice.
Hire me if
- You run a store between $1M and $10M with real order volume.
- Email is a rounding error of revenue and nobody is sure why.
- You send campaigns but the flows are thin or stale.
- Your last send went to the whole list, twice.
- You want the program tied to the P&L, with one owner.
- You will act on what the data says, even when it stings.
Do not hire me if
- You are pre-revenue with no list and no buyers yet.
- Your sales run one-to-one on relationships. Email supports that; it will not carry it.
- You want to trade equity for marketing help.
- You need someone on site five days a week.
- You want a welcome flow handed over in thirty minutes.
- You are not willing to hand over the marketing decisions.
Email can sit inside the broader growth plan. CRAFT’s dated revenue comparison provides business context, while your own economics and measurement determine the work.
08
THE PERSON ON YOUR ACCOUNT
The audit method came out of the account, not a stage
“
Sending over reports, that is the last thing I want to do. I need to be in the trenches with you.
JASON SPENCER · FOUNDER, ROI.LIVE · ASHEVILLE, NC
The operator on every ROI.LIVE engagement. The CRAFT comparison above comes from the retained client year-over-year report, and the audit method came out of doing this work in the account.
ROI.LIVE, founded in 2008 · Marketing leadership and scoped specialist delivery
Jason owns direction and coordinates the named specialists in your scope. Read the founder story and confirm the people and cover assigned to your engagement.
09
QUESTIONS
Questions owners ask before they book
What does an email marketing agency do?
It plans and manages eligible audiences, flows, campaigns, segmentation and delivery health. ROI.LIVE connects the programme to order economics, inventory and measurement, with scope and approval responsibilities agreed in writing.
What does the CRAFT revenue comparison show?
CRAFT’s revenue grew 29.0% from $251,924 during January 1–March 3, 2025 to $324,935 over the same dates in 2026. These are company totals. CRAFT is a confidential client name.
Can email permission be used for SMS?
No. Klaviyo requires SMS permission to be collected separately from email permission. SMS also has its own supported countries, suppression and sending requirements. We check eligibility before adding the channel.
How much does the work cost?
ROI.LIVE engagements start at $5,000 a month, with most ranging from $5,000 to $15,000. The written scope defines the work, deliverable volume, review rounds, term and separate costs. Media, approved software and agreed third-party production are separate, billed at cost.
How do you measure email performance?
We compare orders, revenue, repeat purchases, unsubscribes and costs against the starting point. Controlled tests help measure what email adds.
Which platform should we use?
Compare the actual integration, customer data, flows, reporting and total account costs. Klaviyo, Omnisend and Mailchimp all support relevant marketing workflows, with different requirements and limits. The choice should fit the store and the people running it.
Keep reading
ECOMMERCE
The ecommerce marketing page
The store, paid, search and lifecycle work, with dated case evidence and measurement limits.
HOME SERVICES
The home services marketing page
A published cost per signed job for trades where one job is worth thousands.
CHOOSING AN AGENCY
How to choose a marketing agency
Ten evidence questions and the contract terms to clarify before signing.
THE NEXT STEP
Bring your numbers.
Bring a summary of order economics and current email performance. If account review is useful, provide permissioned access through the platform; do not send passwords.
Free 15-minute growth call. Keep a brief summary and next steps; detailed investigation is separate.
