Newsletter scenarios.

02 · THE BRIEFING

1. I
   When to consider it
   You send a manual newsletter every two weeks, your open rate drops, and you have neither a welcome email nor an abandoned-cart follow-up. That is often the moment. The ad budget is still paid, the email no longer does its job.
2. II
   Why it matters
   Without scenarios, you pay for Meta and Google Ads to bring in people you let walk away. A well-written abandoned-cart follow-up recovers 8 to 15 % of those sales. A welcome series doubles the value of the first purchase. Everything you do not automate, you lose.
3. III
   What you get back
   Revenue on traffic you already paid for. A brand voice that unfolds over time, not only on the home page. Segments that speak right, because they are written per customer profile, not in generic mode.
4. IV
   How we run it
   We start by reading what you already send, before writing a single line. We audit your contact list, your sending platform (ESP) and your latest emails. Setup or consolidation on Mailchimp or Brevo (two of the most-used email platforms), with behavioural segmentation (grouping contacts by concrete actions: recent buyers, dormant, abandoned carts) wired to your catalogue. Sequences written per profile. We hand your team a usage guide and your email templates.
5. V
   What it unlocks
   A mechanic that runs without you. A voice that flows everywhere, not just on the home page. Clean segments ready to plug into cross-tool workflows, meaning automations that pass the info between your tools.

We get back to you within the week · scoping before any quote.

04 · WHAT WE WON'T WRITE IN AN RFP

An automated newsletter needs fewer sends, better placed.

Most lists wear out because you talk to everyone about the same thing at the same time. A clean mechanic cuts the noise: a welcome that anchors the voice, a cart follow-up that reminds without guilt-tripping, a post-purchase that asks for a review. The right order: voice first, segments second, sequences last. See brand voice for the editorial bedrock.

• 01

  Revenue on already-paid traffic

  A welcome series and an abandoned-cart follow-up monetise visitors who already came. You do not pay Meta or Google to bring them back, the email does it for free.

• 02

  Brand voice that diffuses

  Each email is a touchpoint where your voice gets to work. Better written, more recognisable, less corporate. The right word is worth 30 € of Meta on a send to 5,000 subscribers.

• 03

  Behaviour-based segmentation

  You stop speaking to everyone the same way. Recent buyers, dormant, hot contacts: each segment gets what concerns them, and only that. The list wears out more slowly.

• 04

  Mechanic that runs on its own

  Once in place, triggered sequences (emails sent automatically at precise moments: a purchase, a forgotten cart, a signup) run without human intervention. You take back control for strong editorial campaigns, the engine runs the everyday.

05 · THE PLAY-BY-PLAY

Four steps. Four weeks on average. No break in the current sends.

1. 01

   We read what you already send.

   We audit your contact list, your latest sends and your open rates per customer profile. We look at the voice, the cadence and how your contacts are already grouped. Tools: [Mailchimp](https://mailchimp.com) Reports and Brevo Analytics (the native reports of your email platforms), CSV contact export to tag existing segments.

2. 02

   We decide which sequences are worth it.

   Editorial plan of the target sequences: welcome, abandoned cart, post-purchase, win-back. Scope frozen in writing, client sign-off before any copy. If a sequence will not pay back at your volume, we say so, we do not deploy it.

3. 03

   We write and wire the mechanic.

   Sequence copy written per customer profile. Setup on Mailchimp or Brevo depending on your stack. Wiring to catalogue events (purchase, forgotten cart, signup). A/B testing of subject lines on the first sends to see what opens best.

4. 04

   We compare 30 days before vs after.

   Delta measurement: revenue attributable to sequences, open rate per profile, unsubscribe rate. Looker Studio (opens in a new window) dashboard wired to GA4 (opens in a new window) to track email contribution. Usage guide and templates handed to your team for internal takeover.

07 · NOT YET FOR YOU IF

Three cases where newsletter scenarios are not the top priority.

• You refuse to touch the editorial voice.

  A sequence only works when it is written, not generated. If the voice has to stay corporate copy-paste, the engine spins but the email does not convert. The send cost stays paid, the revenue does not follow.

• Your list has fewer than 1,500 active contacts.

  Below this threshold, the setup cost does not pay back over 12 months. Better to consolidate your acquisition first before laying down a lifecycle email mechanic (one email all along the customer journey). We would rather say it than walk you into the dark.

• You want to automate without rereading the emails.

  No one on your side will reread the sequences every six months to align them with the catalogue. An unmaintained scenario ages, the tone drifts, the unsubscribe rate climbs. The engine does not replace the proofread.

We read your latest sends. We tell you what deserves automation, and what stays hand-written.