Email that does the work.

The flows we build first

For most D2C brands, four lifecycle flows do the bulk of email-attributable revenue. We build all four in the first month:

• Welcome flow. 3–5 emails over the first two weeks, introducing the brand, the product, and the founder. Best-performing email a typical brand will ever send.
• Abandoned cart. 2–3 emails over 48 hours. Small discount in email 3 (usually).
• Browse-abandon. The under-rated cousin of cart abandon. Catches people who viewed but didn’t add.
• Post-purchase. Order confirm, shipping update, review request, cross-sell. The boring engine that drives repeat purchases.

Plus weekly campaigns

Beyond flows, we send 1–2 broadcast campaigns per week: product launches, content promotion, sales, newsletter-style brand-building. We don’t batch-and-blast — segments matter, and frequency caps matter.

Which platforms we work with

Klaviyo (our default for D2C). Customer.io (for SaaS). Mailchimp (when you’re already on it). HubSpot (when you’re B2B and already use it). We’ll match the tool to the use case, not the other way round.

What we don’t do

We don’t buy email lists. We don’t send marketing email to non-opted-in addresses. We don’t recommend daily-blast strategies that fry your list within months. We don’t pad open rates with auto-opens or pixel hacks.

What we measure

Revenue per email recipient (the only metric that actually matters), unsubscribe rate, click-through rate, segment-level conversion rate, list growth rate. Monthly report, plain English.

What it costs

Email + lifecycle starts at ₹55,000/month for D2C brands with under 100K list size. Larger lists or more complex segmentation cost more. ESP costs (Klaviyo, etc.) are paid by you directly — we don’t mark them up.

Why email is different for Indian D2C brands

Email as a channel has specific characteristics in India that most lifecycle marketing frameworks, built for Western e-commerce, don't account for.

Open rates in India are genuinely higher for brands that send fewer, more relevant emails. Indian inboxes in the sub-30 demographic are less full than Western inboxes — the novelty of a brand email hasn't been fully killed yet, but it's declining fast. Brands that send three emails a week are training their subscribers to ignore them; brands that send one genuinely useful email a week maintain the open-rate advantage.

Cart abandonment in India has a different pattern than Western markets because of UPI. The UPI checkout experience is fast enough that "abandoned cart" often means the customer was interrupted mid-flow, not that they made a deliberate decision not to buy. A well-timed 30-minute cart-abandonment email ("something came up?") outperforms a 2-hour email in Indian market tests we've run. The window is different.

WhatsApp Business integration with email flows is increasingly important for Indian D2C. Some brands we work with see higher revenue from WhatsApp reminders triggered by email-flow triggers (cart abandon, post-purchase upsell) than from the email itself. We don't run WhatsApp campaigns directly, but we structure email flows to connect cleanly with WhatsApp Business platforms when clients have them.

List health: the thing most brands ignore

A 100,000-person email list where 60% are inactive (haven't opened in 90 days) is worth less than a 40,000-person list with 40% active engagement. The inactive subscribers drag down your sender reputation, inflate your cost on most ESPs (which charge by list size), and distort your performance data.

We run a list-health audit at the start of every engagement: identify the active segment, the dormant segment, and the dead segment. We run a re-engagement flow on dormant subscribers (three emails over two weeks; if no open, suppress them). We suppress the dead segment. Most brands find their effective list is 50–60% of their raw subscriber count — and their metrics get dramatically better once they stop emailing the other 40%.

This is counterintuitive. Shrinking your list makes it look worse before it looks better. But the economics of email always improve when you measure revenue per recipient on the active segment instead of open rate across all subscribers.

What a good email calendar looks like for a D2C brand

Roughly: two campaign emails per week (one brand-building, one product/conversion-focused), four active lifecycle flows in the background (welcome, cart abandon, browse abandon, post-purchase), and one list-management action per month (re-engagement, segment pruning, deliverability check).

This is the baseline. Some brands need more — higher-volume promotional windows around Diwali, sale events, new launches. Some need less if their audience is smaller and more sensitive to frequency. We adjust per brand and per season. The baseline is the starting point, not the end state.