Email marketing, the most profitable channel

Email marketing covers all communications sent by email to a contact base: newsletters, automated flows, promotional campaigns. It's the digital channel with the highest ROI: on average €36 generated for every €1 invested according to industry studies. Unlike social media, you own your list: no algorithm can cut your reach overnight. Done well, email marketing can account for up to 30% of an e-commerce business's revenue, making it an essential pillar of any CRM strategy.

A newsletter is a campaign sent manually to a segment of contacts, at a set date and time. An automation flow (or automated sequence) is triggered by a user's behavior: cart abandonment, first purchase, inactivity, birthday. Flows run in the background around the clock and generate revenue without human intervention. A high-performing email strategy combines both: flows structure recurring revenue, newsletters nurture the customer relationship and keep the brand alive over time.

Deliverability measures your emails' ability to reach your recipients' inbox, not their spam or promotions folders. It depends on several factors: the reputation of your sending domain, the quality of your list (bounce rate, inactive contacts), technical configuration (SPF, DKIM, DMARC) and the relevance of your content. A deliverability problem can halve your campaign performance without you even realizing it. It's systematically the first thing we audit for a new client.

The choice depends on your context. Klaviyo is the go-to for Shopify and WooCommerce e-commerce: native integration, advanced behavioral segmentation, precise product reporting. Brevo (formerly Sendinblue) suits tighter budgets and B2B or SaaS businesses. Mailchimp remains popular, but its pricing and segmentation limits make it less competitive for advanced strategies in 2025. We work mainly on Klaviyo and guide you toward the platform best suited to your volume, tech stack and goals.

The first results show up quickly, one of email marketing's advantages over SEO. From the very first weeks of setup, the core flows (cart abandonment, welcome, post-purchase) generate measurable revenue. For newsletter campaigns, the impact is immediate with every send. Structural gains, though (improved open rates, a stronger sending-domain reputation, fine-tuned segments), consolidate over 2 to 3 months of continuous support.

An email list is built through qualified capture points: exit-intent pop-ups, forms embedded in key pages, entry offers (welcome discount, exclusive content, giveaway). Quality beats quantity: a list of 10,000 engaged contacts outperforms one of 100,000 inactive contacts in revenue generated and deliverability. We systematically audit the lead acquisition strategy alongside flows and campaigns: everything is connected, poor capture degrades domain reputation and penalizes all your sends.

Pricing varies by scope: flow management only, recurring newsletters, or full support including strategy, design, A/B testing and continuous optimization. We work with no lock-in on a monthly basis, with an initial audit included in the engagement. The budget is calibrated to your sending volume, the number of flows to set up and the campaign frequency you want. We'll talk it through on the discovery call: no commitment, no pressure.