Email that feels personal and performs like your best channel.

An email marketing agency plans, builds and runs the emails your customers receive, from the first welcome message to the reminder that brings a lapsed buyer back. At Vertical that means lifecycle strategy, automated flows, campaign calendars, segmentation, design, copywriting, testing and reporting, all managed for you. We work as an extension of your team, so you get senior specialists without hiring a department. The aim is simple: turn your email list into a dependable source of revenue that grows every month, rather than a channel you only remember when there is a sale to announce.

Email is the one channel you own outright. You do not pay for every click, an algorithm cannot decide who sees your message, and your list stays with you whatever happens to ad prices or social platforms. For most ecommerce brands, email is where first-time buyers become repeat customers, which is where lifetime value and profit really come from. As paid media gets more expensive, a strong email programme makes every customer you acquire worth more, and it gives you a direct, personal line to the people who already trust your brand.

We specialise in Klaviyo and are a Klaviyo Gold Partner, so most of the brands we work with run their email and lifecycle marketing there. Klaviyo connects deeply with Shopify and other ecommerce platforms, which makes it ideal for behaviour-based flows, product recommendations and revenue reporting. We also work with Mailchimp and ActiveCampaign, and with CRM platforms such as HubSpot. If you are on a platform that is holding you back, we will tell you honestly and help you move when the time is right.

Flows are automated emails triggered by what a customer does, such as signing up, browsing a product, leaving items in their basket or making a purchase. Because they arrive at exactly the right moment, they usually earn far more per send than one-off campaigns. Almost every ecommerce brand should have a welcome series, browse abandonment, cart and checkout abandonment, post-purchase, replenishment or cross-sell, and win-back flows. We build these around how your customers actually shop, then keep refining timing, content and offers as the data comes in.

There is no single right number, because it depends on your products, your audience and how much genuinely useful content you have to share. Many ecommerce brands do well sending two to four campaigns a week to engaged subscribers, with lighter contact for less active segments. What matters most is relevance: sending more to people who are opening and buying, and less to those who are not. We set a calendar based on your goals, then use engagement and revenue data to find the frequency that grows sales without driving unsubscribes.

We group subscribers by what they do and what they are likely to do next. That includes purchase history, products viewed, how recently and how often someone has bought, engagement with past emails, location and predicted lifetime value. New customers, loyal regulars, high spenders and lapsing buyers each receive messages written for them, rather than the same email sent to everyone. Good segmentation improves open and click rates, protects your sender reputation and, most importantly, means each subscriber sees products and offers that actually matter to them.

AI is built into how we plan, make and measure, but people stay in charge. Agents help analyse performance, spot patterns across your flows and campaigns, suggest what to test next and draft subject lines and copy variants at speed. Predictive models highlight who is likely to buy again and who is at risk of drifting away. Our team reviews every recommendation and edits every word before it sends, so you get the pace of automation with the judgement and brand care of experienced marketers.

Deliverability decides whether your emails reach the inbox or quietly land in spam. We start with the technical foundations, including SPF, DKIM and DMARC authentication and a properly configured sending domain. From there we warm up new accounts carefully, clean inactive and invalid addresses from your list, and send most often to your most engaged subscribers. We monitor sender reputation, bounce rates and spam complaints continuously, so problems are caught early. Strong deliverability is invisible when it works, but it underpins every other result.

We look past opens and clicks to what really matters: revenue, repeat purchase rate, customer lifetime value and email’s share of total online sales. Every flow and campaign is tracked against the revenue it drives, and we compare performance against previous periods so you can see genuine progress. You get a live view of results and a plain-language summary of what changed, why it happened and what we are doing next. That way you always know what email is worth to the business, not just how many people opened a message.

Yes. We handle migrations from platforms such as Mailchimp and ActiveCampaign to Klaviyo, including importing subscribers and consent data, connecting your store, rebuilding templates and recreating your flows. We plan the move so your sending reputation is protected, warming up the new account gradually rather than switching everything overnight. A migration is also a good moment to improve what was there before, so we usually rebuild key flows to a higher standard instead of copying them across as they were.

Yes. Our creative team designs on-brand email templates and writes the copy, so every send looks and sounds like your brand. We build modular layouts that are quick to update without feeling templated, and we design for mobile first, since that is where most emails are read. Copy is written to persuade without shouting, and AI helps us produce variants for testing at speed. Whether you need a full creative service or want us to work with your in-house designers, we adapt to the way your team works.

Email performs best as part of the whole growth system. Because we run paid media, creative and CRM together, we can use email engagement to build better paid audiences, exclude existing customers from prospecting, and retarget the people who are not yet on your list. Insight flows both ways: creative that wins in the inbox informs your ads, and ad performance shapes what we promote by email. The result is a joined-up customer journey where every channel makes the others more effective.

Some improvements show up quickly. Fixing or launching core flows such as welcome and abandoned cart often lifts revenue within the first few weeks, because those emails start working as soon as they go live. Larger gains build over months, as testing compounds, segmentation sharpens and your list grows with better-quality subscribers. We agree clear goals at the start and report against them throughout, so you can see what is improving and how each change contributes to the bigger picture.

We need access to your email platform and ecommerce store, any brand guidelines you have, and an honest picture of your goals and what has or has not worked before. We start with an audit of your current account, flows, list health and performance, then share a clear plan and priorities. From there we agree a calendar and ways of working that suit your team. If you are not sure where to begin, a short conversation is the best first step, and we will tell you plainly where we think the biggest opportunities are.