Practice Area 02 · Engagement
The nurture is not a newsletter.
Engagement is how you stay relevant between purchases. It’s the difference between emails people look forward to and emails they’ve learned to ignore.
Behavioral Segmentation · Triggered Flows · Content Lifecycle
§ WHAT IT IS
What engagement actually covers
Engagement is the middle of the customer journey: people who know you and are on your list, but haven’t bought recently or haven’t bought yet. For most brands that’s the biggest group of contacts, and the one getting the least thought.
Instead of one newsletter to everyone, a good engagement program sends different messages to different people based on what they’ve browsed, bought, opened and ignored. The calendar still matters, but the customer’s own behavior decides who gets what.
§ SIGNS IT NEEDS WORK
Sound familiar?
Opens and clicks keep dropping as the list grows
More contacts, same results. Usually a sign the list isn’t being split by interest or activity.
Everyone on your list gets the same newsletter
Your best customers and people who joined yesterday read exactly the same email.
You go quiet between launches and promotions
Weeks of silence, then a burst of sales emails whenever there’s something to sell.
Unsubscribes and spam complaints are creeping up
People are telling you the emails don’t feel like they were meant for them.
Get in touch
Let’s look at your engagement.
Tell me a little about your business. I’ll follow up within one business day to set up a free 30-minute call, where we’ll look at how your list is split today and what each group should be hearing from you.
FREE · 30 MINUTES · NO OBLIGATION
Takes about a minute. You’ll hear back within one business day.
§ WHAT I BUILD
Messages that follow the customer, not the calendar
01
Behavioral Segmentation
Groups based on what people actually do: what they browse, buy, open and skip. Each group gets messages that fit where they are.
02
Triggered Flows
Messages that send when a customer does something, like viewing a category, hitting a milestone or going quiet, instead of waiting for the next campaign.
03
Content Lifecycle
A plan for what each group hears over time, so your newsletters, guides and launches build on each other instead of competing for attention.
§ HOW IT WORKS
How we’d work together
01
Audit
I look at what you send, who gets it and how each group responds. You get a ranked list of what to change first.
02
Rebuild
I set up the segments and flows inside the platform you already use, whether that’s Klaviyo, Braze or HubSpot. Most rebuilds take 8–12 weeks.
03
Measure and refine
Once it’s live, I track how many people stay engaged and how much each send earns, and keep adjusting. Ongoing support is there if you want it.
§ FURTHER READING
§ KEEP EXPLORING