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Measured on replies and on pipeline.

Campaigns, sequences, segmentation and deliverability across email and WhatsApp Business, reported on replies and pipeline instead of on opens.

Someone reading a message on a phone beside an open laptop.
Runs
Monthly
Reported on
Replies and pipeline
Includes
Deliverability work
Plan a sequence

Why opens stopped being a metric

Apple Mail Privacy Protection pre-loads images for a large share of recipients, which registers as an open whether or not anybody read the message. Open rate has been an unreliable number since 2021 and it is still the headline on most agency reports, because it is the number that always looks good.

We report on replies, clicks to pages that matter, meetings booked and pipeline created. Those are harder to move and they are the only ones that survive a conversation with a finance director. Where open rate is useful is as a relative signal for deliverability, and that is how we use it.

Deliverability is the unglamorous half. Authentication set up properly, a warmed sending domain, list hygiene, and a sending pattern that does not look like a blast. Most companies with poor email results have a delivery problem sitting underneath a copy problem, and rewriting the subject line does nothing about it.

WhatsApp is a different channel with different rules and it is the one people get wrong most confidently. Template messages need approval, sessions expire, opt-in is required, and the cost is per conversation. Used well it is the highest reply rate available in India. Used as a broadcast list it gets your number blocked.

Scope

What is included

  • Segmentation and list hygiene

    Lists split by what people actually did, and cleaned of the addresses quietly damaging your sender reputation. Sending to everybody is what makes the next send land in spam.

  • Deliverability setup

    SPF, DKIM and DMARC configured, a warmed sending domain, bounce and complaint handling, and monitoring so a problem is caught before a month of sends is wasted.

  • Campaigns and sequences

    One-off campaigns and triggered sequences, written to be worth opening. Copy and design in one place, so the email looks like the company and reads like a person.

  • WhatsApp Business setup

    Business API access, template messages submitted for approval, opt-in capture and the flows that use the session window properly rather than fighting it.

  • Testing

    Subject lines, send times, offers and formats, tested on samples large enough to mean something. Two hundred recipients cannot tell you which subject line won.

  • Reporting

    Replies, meaningful clicks, meetings booked and pipeline created, alongside deliverability health. Open rate appears as a diagnostic and never as the result.

How it runs

  1. Month one

    Audit, deliverability setup and list cleaning, segments defined, and the first campaigns built. Authentication is fixed before volume increases, because raising volume on a damaged domain makes it worse.

  2. Months two and three

    Campaigns and sequences run, WhatsApp templates approved and live, and testing begins on the variables worth testing. First honest read on replies and pipeline arrives here.

  3. Ongoing

    Monthly campaigns, sequence maintenance, list health and reporting. Budget and effort move towards the segments and the channel producing replies.

What you get

  • A cleaned, segmented list with the consent position documented
  • Authentication configured and deliverability monitored
  • Campaigns and triggered sequences, written and designed
  • Approved WhatsApp templates and the flows behind them
  • A monthly report on replies, meetings and pipeline

How it is judged

  • Replies, and meetings booked from them
  • Clicks to pages that carry commercial intent
  • Pipeline created, attributed in your CRM
  • Deliverability health: bounces, complaints and inbox placement
  • Unsubscribes, which are a content signal worth watching

Questions we get asked

Is WhatsApp marketing legal for business use in India?

Yes, through the WhatsApp Business API with opt-in and approved templates. Broadcasting from a personal or unverified business account is a good way to get the number banned, and it puts you outside the DPDP consent position as well.

Why do our emails go to spam?

Usually authentication, sender reputation or list quality, in that order. We audit all three before touching the copy, because a beautifully written email from a domain with a poor reputation still lands in spam.

Can you use a list we bought?

No. It damages the sending domain you depend on for everything else, the consent position does not survive scrutiny under the DPDP Act, and the results are poor even setting both of those aside. We will help you build a list instead.

How often should we send?

Often enough to be remembered and rarely enough to be worth opening. For most business audiences that is twice a month for campaigns, with sequences firing on behaviour. The right answer is visible in your unsubscribe and reply rates within two months.

Do you write the emails?

Yes, copy and design both. Sending a badly written email reliably is an efficient way to be ignored at scale, so we would rather own the writing than optimise the delivery of somebody else's.

What does WhatsApp cost to run?

Meta charges per conversation and the rate varies by category and country, billed to you directly. We tell you the expected monthly cost at the outset, because it is a per-message cost and it behaves differently from email as volume grows.

Next

Send us your last campaign

The last email you sent and the numbers it produced. We come back with what the deliverability looks like from outside, what the report is not telling you, and what we would change first.

Plan a sequenceBack to pipeline and retention

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