UK email marketing agency
Email marketing agency built around retention and revenue
Klaviyo flows, campaigns and segmentation for eCommerce brands, and CRM journeys for B2B, judged on revenue rather than open rates.
Rococo is a UK email marketing agency and certified Klaviyo Partner. We build the automated flows that earn every day, run the campaigns, and fix deliverability first, so your email actually reaches the inbox.
Jake, Matt and the team run every account from Arundel, West Sussex.
- Certified Klaviyo Partner
- Rolling monthly, no long contract
Three numbers. One you cannot flatter.
- Open rateInflated by Apple
- Click rateMoved by discounts
- Revenue per recipientWhat each send earns
The position
Most email programmes stop earning the moment you stop pressing send.
Three gaps leave money on the table in almost every list we audit, and none of them is fixed by sending more newsletters.
Flows that are missing or one email long
Welcome, abandoned checkout, browse and post purchase journeys are thin or absent, so revenue depends on whatever campaign went out this week.
Every send to the whole list
Nobody is segmented, engagement falls, complaints climb, and inbox placement slips for the customers who would have bought.
A programme judged on opens
Apple Mail Privacy Protection marks emails as opened whether anyone read them or not, so the headline number flatters a programme that is not selling.
Rococo builds the flows first, segments the list, and reports on revenue per recipient and email’s share of store revenue.
The arithmetic
Is your email programme pulling its weight?
Two numbers tell you most of what you need to know: how much of your store revenue comes through email, and how much of that comes from automated flows rather than campaigns.
Put in last month’s figures and see what each extra point of revenue through email is worth over a year.
Where to find the numbers. Store revenue from Shopify or WooCommerce analytics. Email revenue and the flow and campaign split from your email platform’s reporting. Platforms attribute revenue inside their own window, so treat the result as a guide rather than an audit. We reconcile it properly in the first month.
Email revenue share calculator
Under a third of your email revenue comes from flows, so most of it depends on someone pressing send. Building the core flows properly is usually the first fix.
Services
Email marketing services, run by the people who plan it.
Everything an email programme needs, from the first audit to the monthly report. Most of our work is for Shopify and WooCommerce stores, so we work as an eCommerce email marketing agency first, with CRM journeys for B2B alongside.
Email strategy
The role email plays across acquisition, conversion and retention, with targets set from your margin and repeat purchase rate.
Klaviyo flows and automation
Welcome, abandoned checkout, browse, post purchase, replenishment and win back, built properly once. See our Klaviyo agency work.
Campaign management
A monthly calendar planned around launches, seasons and stock, written, designed, sent and reviewed by us.
Segmentation and personalisation
Customer, behaviour and product data used so each send reaches the people most likely to act on it.
Deliverability and list health
SPF, DKIM and DMARC checked, sunset policies in place and new domains warmed up, so email lands in the inbox.
Email design and copy
Templates and creative that look like your store, and copy written in your brand voice, produced in house.
CRM and B2B lead nurture
Enquiry follow up, onboarding and sales nurture journeys built around your CRM and your sales cycle.
Platform migrations
Moves from Mailchimp, Dotdigital and Omnisend planned so flows, segments and history survive the switch.
Reporting on revenue
Email revenue, its share of store revenue, the flow and campaign split and revenue per recipient, every month.
Not sure your flows are earning? Jake or Matt will look at your setup on the call.
Flows
The automated flows we build, in the order they pay.
This is where an email automation agency earns its fee. A flow built once earns for years, because it runs on the traffic and customers you already have. These are the journeys every eCommerce programme should have, built first to last.
Built first
- Welcome series. New subscribers are at their most interested in the first few days. A proper series introduces the brand, the bestsellers and the reason to buy now.
- Abandoned checkout. People who reached checkout and stopped, followed up while the intent is still warm.
- Browse and cart abandonment. Product interest captured from on site behaviour and followed up with the products they actually looked at.
- Post purchase. Delivery, care and review requests that turn a first order into the start of a relationship.
Built next
- Replenishment and cross sell. Timed from your own reorder data, so the reminder arrives when the product runs out.
- Win back. Lapsed customers given a reason to return before they are lost for good.
- Sunset. Long term unengaged contacts given a last chance, then suppressed, which protects inbox placement for everyone else.
- B2B and service journeys. Enquiry follow up, onboarding and nurture sequences where the sale happens off the website.
Who does the work
An email marketing company where the people who plan it also build it.
Jake Boase and Matthew Jones scope every account, and our own team writes, designs and builds the flows in Arundel, West Sussex. Nothing is resold or outsourced.
- Certified Klaviyo Partner and Shopify Partner. Most of our work is as a Shopify email marketing agency, inside the platforms your store already runs on.
- Store data wired in properly. Because we build Shopify and WooCommerce stores, events, catalogue feeds and sign up forms are set up correctly at the source.
- Written and designed in house. Copy, templates and flow creative produced by the same team, in your brand voice.
- Planned with search and social. Launches, offers and audiences are planned alongside Google Ads and Meta, so channels stop claiming the same sale.
“What we value most is that they don’t look at each channel in isolation, they take a much broader view of the customer journey and how everything works together.”
Martha Silcott, Founder & CEO, The Fab Bag Company
The specialists on your account.
A small in-house team does the hands-on work alongside Jake and Matt. Nothing is resold or outsourced.
Named results
Email programmes we have grown, with the numbers attached.
Real client figures from the stores we work with. The full stories are in our case studies.
The Fab Bag Company · Klaviyo
+189%Email driven revenue
331Subscribers in five months, up from 6
Mud Foods · Klaviyo
2,873Subscribers four months after starting at 364
7.9xList growth in four months
Shop PMU · Email marketing
+308%Increase in revenue
3.5xReturn on investment
Trusted by brands who expect results
Deliverability
The sender rules most email agencies still do not mention.
Since February 2024, Gmail and Yahoo have enforced hard requirements on anyone sending bulk email, and Microsoft has since brought Outlook into line. Miss them and your email does not underperform, it simply stops arriving.
What the rules require
- Authentication that actually aligns. SPF and DKIM set up, plus a DMARC policy on your sending domain that matches them. Plenty of stores have one or two of the three, and misalignment fails the same as absence.
- One click unsubscribe, honoured within two days. Not a preference centre maze, a working header level unsubscribe.
- A spam complaint rate under 0.3%. That is the ceiling before Gmail starts routing you to junk. We treat 0.1% as the working limit, so accounts never operate at the edge.
What we do about them
- Authentication checked before anything is scaled. Every account gets SPF, DKIM and DMARC verified first, because sending harder through a broken setup makes the damage worse.
- A sunset policy. People who have stopped engaging get a win back attempt, then get suppressed. A smaller list that lands beats a big one that does not.
- Warm up when anything changes. A new platform, a new domain or a big jump in volume is ramped gradually, so inbox providers learn to trust it.
Programme economics
The two numbers that tell you if an email programme is working.
The flow share of email revenue
A healthy eCommerce programme often takes a third or more of its email revenue from automated flows. That revenue arrives whether or not anyone sent a campaign this week.
If nearly all of your email revenue comes from campaigns, the automation is underbuilt, and the revenue stops the moment you stop pressing send. That gap is usually the first thing we fix.
Revenue per recipient
Open rates have been unreliable since Apple’s Mail Privacy Protection started marking emails as opened whether or not a person looked at them, and click rates can be bought with a big enough discount. Revenue per recipient cannot be flattered.
Our reports lead with email revenue and its share of store revenue, the flow and campaign split, revenue per recipient and list growth net of churn. Opens are in the report, never the headline.
Platforms
Klaviyo first for eCommerce, your CRM for B2B.
The right platform depends on what you sell and where your customer data lives. If your current platform is the right one, we will say so rather than sell you a migration.
eCommerce: Klaviyo
- Certified Klaviyo Partner. The depth of store data Klaviyo holds is what makes proper segmentation and flow logic possible.
- Migrations planned, not switched on. We regularly move stores from Mailchimp, Dotdigital and Omnisend, with flows, segments and history mapped so nothing breaks mid move.
- Shopify and WooCommerce connected properly. Events, catalogue and customer data synced and checked before the first flow goes live.
More on our Klaviyo agency page.
B2B and services: your CRM
- Journeys built around the sales process. Enquiry follow up, nurture and onboarding planned around how deals actually close, not forced into a retail template.
- The CRM you already use. Email set up inside it rather than bolted on beside it, so sales and marketing see the same history.
- Measured on pipeline. Replies, meetings and revenue from nurtured leads, rather than opens and clicks.
Fit
Who email works hardest for, and who should not hire us yet.
This works if you have
- Customers who could buy again. Email is a retention channel first. The stronger your repeat purchase potential, the harder it works.
- A list already earning, or traffic that could build one fast. Email multiplies an audience. It does not conjure one.
- Email sitting well below its potential share of revenue. If email brings in a small slice of store revenue, that gap is usually the cheapest revenue available to you.
- A B2B or service business with real sales cycles. Lead nurture, enquiry follow up and onboarding are the same discipline pointed at a different funnel.
Do not hire us yet if
- Your list is under a few thousand engaged contacts. A management retainer would eat the revenue it creates. Buy the one off flow build instead and grow into management later.
- You are planning to buy or rent a list. We will not send to one. It damages deliverability for every future send and breaks UK GDPR and PECR.
- You need revenue this week from an audience you do not have. Flows earn quickly once traffic runs through them, but they need people to flow through.
- You want the programme judged on open rates. We will happily be judged, on revenue.
How we work
How an engagement is set up.
- Managed email and retention, rolling monthlyStrategy, flows, campaigns, segmentation, deliverability and reporting, run by the same team every month. No long contract.
- A one off audit or flow buildThe core automated flows built properly once and handed over, yours to run, with the option to grow into management later.
- What moves the feeList size, sending volume, how many flows and campaigns a month, and how much of the creative we produce rather than adapt.
The timeline
Weeksfor new flows to start earning
Flows ride on the traffic you already have, so they start earning soon after they go live. Campaign revenue and list growth compound more slowly, and a rebuilt programme usually looks meaningfully different inside a quarter.
Works alongside
Email works best alongside the rest of your growth.
Search and social bring new customers in, the store converts them, and email turns a first order into a second and third. We run all of it in one team.
get in touch
Tell us a little about your store.
A few quick details help us point the conversation in the right direction. We reply within one working day, and the first call is a focused 30 minutes with a senior member of the team, not a sales pitch.
Prefer to skip the form? Book a Growth Call directly.
Email marketing agency questions.
The questions brands ask us most before hiring an email marketing agency. If yours is not here, ask it on the call.
An email marketing agency plans, builds and runs your email programme: the automated flows, the monthly campaigns, segmentation, deliverability and reporting. A good one is judged on the revenue email adds to your store or pipeline, not on how many emails it sends.
We build Shopify and WooCommerce stores as well as the emails, so store data, events and sign up forms are set up properly at the source. Jake Boase and Matthew Jones run every account, the work is done by our own team, deliverability is fixed before anything is scaled, and we report on revenue per recipient rather than open rates.
UK agencies typically charge anywhere from around £1,500 to £5,000 or more a month for managed email, depending on list size, sending volume, flow count and creative scope, and most pages ranking for this term will not tell you a number at all. Ours starts from £2,500 a month for managed email and retention, with one off audit and flow build options below that, detailed on our Klaviyo agency page.
Yes. We are a certified Klaviyo Partner and Klaviyo is our first choice for eCommerce, covering flows, campaigns, segmentation, forms and reporting. The detail is on our Klaviyo agency page.
For eCommerce, usually Klaviyo, and we are a certified Klaviyo Partner. The store data it holds is what makes real segmentation and flow logic possible, and we regularly migrate stores from Mailchimp, Dotdigital and Omnisend. For B2B and service businesses the right answer is often the CRM you already use, and if your current platform is the right one we will say so rather than sell you a migration.
Start with a welcome series, abandoned checkout, browse and cart abandonment, and post purchase. Then add replenishment, cross sell, win back and a sunset flow that suppresses long term unengaged contacts. Built properly once, these earn every day on the traffic and customers you already have.
Email revenue and its share of store revenue, the split between flows and campaigns, revenue per recipient, and list growth net of unsubscribes. Opens and clicks are in the report, but never the headline, because Apple Mail Privacy Protection inflates opens and a big enough discount can buy clicks.
Usually, yes, because most deliverability problems are self inflicted and follow the same pattern: missing or misaligned SPF, DKIM and DMARC, no sunset policy, and every send going to the whole list. We verify authentication before scaling anything, suppress the long term unengaged, and warm up any new domain or platform gradually. Gmail and Yahoo now enforce a spam complaint ceiling of 0.3%, and we run accounts to well under it.
Automated flows are the fast part. Once welcome, abandoned checkout and post purchase journeys are live, they start earning within weeks, because they ride on the traffic you already have. Campaign revenue and list growth compound more slowly. A programme rebuilt from scratch usually looks meaningfully different inside a quarter.
Yes. For B2B and service businesses we build enquiry follow up, nurture and onboarding journeys inside the CRM you already use, planned around how your deals actually close, and measured on replies, meetings and revenue.
Yes. We plan a monthly calendar around launches, seasons and stock, then write, design, send and review every campaign, with each send going to the segment most likely to act on it rather than the whole list.
Yes, regularly. Flows, segments, templates and history are mapped before anything moves, the new sending domain is warmed up gradually, and the old platform stays live until the new flows are proven, so nothing breaks mid migration.
Ask who builds the flows after the pitch, whether they fix deliverability before scaling sends, and what they report on: revenue per recipient and email’s share of store revenue, not open rates. Then ask for named results with numbers, and the contract terms. If an agency cannot answer all five clearly, keep looking.
Yes. If you have someone in house to run email, we work as an email marketing consultant: a one off audit of flows, segments and deliverability, the core flows built and handed over, or a monthly advisory call with your team. You can grow into full management later if it makes sense.
No. Managed email and retention rolls monthly. We would rather keep the account by producing results than by holding you to a term. One off audits and flow builds are fixed scope.
If you have under a few thousand engaged contacts, a management retainer would eat the revenue it creates. In that case we build the core flows once, hand them over for you to run, and you can grow into management when the list justifies it. We will tell you which applies on the call.
Jake Boase and Matthew Jones, the co-founders, scope and run every account. Our own team in Arundel, West Sussex writes, designs and builds the flows and campaigns. Nothing is resold or outsourced.
We will discuss your current email activity, platform, customer journey, goals and growth challenges. If there is a strong fit, we will recommend the right next step.