Email Marketing

A full-service retainer scales with send frequency and how much design and copy you need each month. A programme covering the core lifecycle flows plus two to four campaigns a month typically sits in the low-to-mid four figures. Platform costs are separate and depend on list size. If your list is only a few thousand people, we'll usually tell you to invest in growing it before paying anyone to email it.

It remains one of the highest-return channels available, because the audience is owned rather than rented and the marginal cost of a send is close to zero. What has changed is that untargeted broadcast email performs badly while segmented, behaviour-triggered email performs better than ever. The channel isn't tired; the way most businesses use it is.

Almost always authentication or sender reputation. If SPF, DKIM and DMARC aren't correctly configured on your sending domain, mailbox providers have no reason to trust you, and both Google and Yahoo now enforce this for bulk senders. The other frequent cause is repeatedly emailing people who never open, which actively teaches providers your mail isn't wanted. Both are fixable and it's the first thing we audit.

Three things in practice: you need consent, whether express or reasonably inferred; you must clearly identify your business as the sender; and you must include a functional unsubscribe that's honoured promptly. Australian rules on consent are stricter than many imported templates assume, particularly around purchased lists, which are effectively unusable here. We build to these requirements as standard.

For eCommerce, Klaviyo generally justifies its price through how deeply it reads store behaviour. For B2B with a sales team, HubSpot or ActiveCampaign make more sense because email needs to talk to the CRM. Mailchimp and Campaign Monitor are perfectly capable for straightforward campaign sending. We'd rather work in what you have than bill you for a migration you don't need.

More often than most Australian businesses feel comfortable with, and less often than aggressive retailers do. Weekly campaign email plus behaviour-triggered flows is a sound starting point for most. The real answer comes from watching unsubscribe rate against revenue per send and adjusting, rather than from any rule of thumb.