Acquisition got expensive. The welcome sequence didn’t.
Paid acquisition across DTC and subscription has been getting dearer for several years now. That is a market observation, not a claim about us.
The practical consequence is that the cheapest growth left for a lot of brands sits in email that already has permission, and was written in a hurry years ago by whoever happened to be free.
The sequences, and the parts nobody writes
- Welcome, four to six emails
- The sequence that gets the most attention and the least editing. Often drafted before anybody knew who was actually buying.
- Post-purchase
- What you say between paying and receiving, which is the one window where people read everything you send them.
- Abandoned basket, or abandoned trial
- Two or three emails, each assuming a different reason for stopping. One reason per email is the whole technique.
- Win-back
- For the people who left, written on the assumption that they remember exactly why. Pretending otherwise is what makes win-back email embarrassing to receive.
- Failed payment and dunning
- A card expiry is a churn event dressed up as an admin notice. It gets written as neither, and without the word “unfortunately”.
- Re-engagement for the dormant list
- Including the version that offers to stop. Letting people leave cleanly is worth more than a list number that no longer opens anything.
- Subject lines and preview text
- Two per email, with the preview text written as a second line rather than a repeat of the first.
- Triggers and timing, written out
- Which event fires which email, how long the gaps are, and what happens when two fire on the same afternoon. Whoever configures the ESP needs this more than they need the copy.
- Suppression rules
- Who must not receive which email. A win-back sent to somebody who already came back is the quickest way to lose them twice.
- A plain-text version of everything
- Because a good share of it gets read in a client that ignores your template entirely.
How it runs
It starts with your data rather than ours. We read the existing sequences, the support inbox and whatever the cancellation flow collects, because the reasons people leave are already written down somewhere inside your company.
Then the map, before the copy: every trigger, gap and exclusion agreed on one page. Writing forty emails and discovering afterwards that two of them fire together is how a 12-day project overruns by a week.
The commercial terms
- Lifecycle & Retention Email€3,200for the sequence set
12 business days from sign-off. A single sequence on its own is quoted separately rather than priced as a fraction of this.
terms
- 2 revision rounds, one structural and one line-edit, against the brief as signed off.
- 50% to start, 50% on delivery, and the published figure is the final amount payable.
- €85 an hour beyond the included rounds, or on a scope change after sign-off.
Two things it depends on
Brand Voice Guide
Email is where voice shows most, because it arrives uninvited and gets judged in two seconds. A guide repays itself fastest here.
Messaging Architecture
Forty emails with no architecture behind them is forty chances to make a slightly different promise from the one on your pricing page.
Send your current sequences
Forward whatever goes out now, or a screenshot of the flow. Within two business days you will get the two emails we would rewrite first and why those two.