UK EMAIL MARKETING AGENCY
Email marketing agency built around retention, revenue and better customer journeys.
Rococo is a UK email marketing agency helping ambitious businesses turn traffic, enquiries and customers into more valuable long-term relationships. As a certified Klaviyo Partner and Shopify Partner, we work inside the platforms your business already runs on.
We support email strategy, lifecycle marketing, marketing automation, Klaviyo, eCommerce email, CRM journeys, campaign management and customer retention as part of a joined-up digital growth system.
THE position
Email should not be random newsletters sent when there is time.
Growth does not stop when someone lands on your website or buys once.
Many businesses collect leads, customers and subscribers but do not have a clear plan for what happens next.
Traffic arrives, enquiries come in, products are viewed, baskets are abandoned and customers buy once, but without the right email and lifecycle journeys, too much value is left behind.
Rococo helps businesses build more useful email systems that support nurturing, retention, repeat purchase and long-term growth.
Who it’s for
Built for businesses that need more value from every customer journey.
Rococo works best with businesses that want email to become a structured growth channel, not a last-minute campaign task.
Businesses with underused customer data
For companies collecting leads, subscribers or customers but not using email, segmentation or automation to follow up properly.
eCommerce brands needing stronger retention
For Shopify, WooCommerce and eCommerce stores that need better abandoned basket flows, post-purchase journeys, repeat purchase campaigns and customer lifecycle activity.
B2B and service-led businesses needing lead nurturing
For businesses that need better enquiry follow-up, CRM email journeys, sales nurturing and relationship-building after first contact.
Brands relying too heavily on paid acquisition
For businesses that want to improve retention, customer value and repeat purchase rather than relying only on new traffic and paid media.
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. For most stores that share can reach a quarter or more. If yours is at 5%, that gap is the cheapest revenue available to you.
- A B2B or service business with real sales cycles. Lead nurture, enquiry follow up and onboarding journeys are the same discipline pointed at a different funnel, and we run those too.
Do not hire us yet if
- Your list is under a few thousand engaged contacts. A management retainer will eat the revenue it creates. Buy the one off flow build instead, run it yourself, and grow into management when the list justifies it. We will tell you this on the call.
- You are planning to buy or rent a list. We will not send to one. It poisons deliverability for every future send and it puts you on the wrong side of UK GDPR and PECR.
- You need revenue this week from an audience you do not have. Flows show results quickly once traffic is flowing through them, but they need people to flow through.
- You want the programme judged on open rates. Apple made opens unreliable years ago. We will happily be judged, but on revenue.
Email Marketing Services
What we support.
Every email and lifecycle project is shaped around your audience, customer journey, platform, data, goals and the role email needs to play in growth.
Email marketing strategy
Planning the role email should play across acquisition, nurturing, conversion, retention and customer value.
Klaviyo email marketing
Klaviyo strategy, flows, campaigns and optimisation for Shopify, WooCommerce and eCommerce brands. See our Klaviyo agency services.
Email automation
Automated journeys that help follow up leads, recover sales, nurture customers and support repeat purchase.
eCommerce email marketing
Abandoned basket flows, welcome journeys, post-purchase emails, product campaigns and retention activity.
CRM email journeys
Email journeys that support enquiry follow-up, sales nurturing, customer onboarding and ongoing communication.
Campaign management
Planning, writing, designing, sending and reviewing email campaigns that support wider marketing goals.
Segmentation and personalisation
Using customer, lead or behavioural data to make email activity more relevant and useful.
Reporting and optimisation
Clear reporting that explains engagement, conversion, revenue, retention and what should improve next.
COMMON LIFECYCLE BLOCKERS
Where email marketing often breaks down.
Subscribers are collected but not nurtured
People join a list or submit an enquiry, but there is no clear journey that helps them take the next step.
Abandoned baskets are not recovered properly
eCommerce stores lose potential revenue because basket, browse and product journeys are weak or missing.
Customers buy once and disappear
Post-purchase journeys, retention campaigns and repeat purchase activity are not strong enough.
Campaigns are sent without strategy
Email becomes reactive, inconsistent or disconnected from product launches, content, paid media and wider growth priorities.
OUR APPROACH
How we approach email and lifecycle marketing.
Email works best when it is connected to the website, customer journey, CRM, eCommerce platform, sales process and wider growth strategy.
Understand the customer journey
We review how people find you, enquire, subscribe, purchase, return and interact with your business over time.
Review data and platforms
We assess your email platform, CRM, eCommerce setup, segments, lists, forms, automations and reporting.
Identify lifecycle opportunities
We find where leads, customers or subscribers are dropping off and where email could create more value.
Build the right journeys
We plan and create email flows, campaigns, automations and customer journeys around the actions that matter most.
Improve content and creative
We connect message, design, timing, offer and user intent so emails feel relevant and useful.
Report and optimise
We review engagement, conversion, revenue, retention and customer value, then keep improving the journeys over time.
Recognised for Excellence
ecommerce specialists
eCommerce email should do more than announce offers.
For eCommerce brands, email is one of the most valuable channels for retention, repeat purchase and customer lifetime value.
Rococo helps Shopify, WooCommerce and eCommerce brands create email journeys that support product discovery, abandoned basket recovery, post-purchase experience, repeat purchase and seasonal campaigns.
Welcome journeys
Abandoned basket flows
Browse & product journeys
Post-purchase journeys
Retention campaigns
Seasonal campaign activity
308%
Increased Revenue for Shop PMU
63%
Average Open Rate for Shop PMU
3.5×
ROI for Shop PMU
32%
Average Click Rate for Shop PMU
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. Most agency websites have not caught up, so here is what actually applies.
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. In practice we treat 0.1% as the working limit, because you do not want to operate at the edge of the cliff.
What we do about them
- Authentication checked before anything is scaled. Every account we take on gets its SPF, DKIM and DMARC verified first, because sending harder through a broken setup makes the reputation damage worse.
- A sunset policy. People who have stopped opening get a win-back attempt, then get suppressed. Mailing the unengaged is how complaint rates climb, and a smaller list that lands beats a big one that does not.
- Warm-up when anything changes. New platform, new domain or a big jump in volume gets ramped gradually rather than switched on, so the inbox providers learn to trust it.
The honest part: most deliverability problems are self inflicted. Bought data, no sunset policy, and every send going to the whole list. All three are fixable, and fixing them is usually the fastest win in the first month.
Programme economics
The two numbers that tell you if an email programme is actually working.
The flow share of email revenue
A healthy eCommerce programme typically takes a substantial share of its email revenue, often a third or more, from automated flows: welcome, abandoned checkout, browse, post purchase, replenishment and win back. 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, because a flow built once earns for years.
Revenue per recipient
Open rates have been unreliable since Apple’s Mail Privacy Protection started marking emails as opened whether or not a human looked at them, and click rates can be gamed with a big enough discount. Revenue per recipient cannot be flattered. It tells you whether the list is becoming more or less valuable, send by send.
Our reporting leads with email revenue and its share of store revenue, the flow versus campaign split, revenue per recipient and list growth net of churn. Opens are in the report, but they are never the headline, because they are the number easiest to flatter.
Cost and platforms
What it costs, and which platform it runs on.
How we charge
- Managed email and retention from £2,500 a month, rolling monthly, covering strategy, flows, campaigns, segmentation, deliverability and reporting. The detail is on our Klaviyo agency page.
- A one off audit or flow build if you are not ready for management. The core automated flows built properly once, yours to run, with the option to grow into a retainer later.
- What moves the fee: list size, sending volume, how many flows and campaigns a month, and how much of the creative we produce versus adapt.
Every other page ranking for this term either hides the number or promises transparent pricing and then asks you to get in touch. We would rather you could rule us in or out before the call.
Platforms, and moving between them
For eCommerce we are Klaviyo first, and a certified Klaviyo Partner, because the depth of store data it holds is what makes proper segmentation and flow logic possible. We regularly move stores over from Mailchimp, Dotdigital and Omnisend, with the flows, segments and history planned so nothing breaks mid migration.
For B2B and service businesses the answer is usually the CRM you already have, with journeys planned around your sales process rather than forced into a retail template. If your current platform is the right one, we will say so rather than sell you a migration.
CONNECTED GROWTH
Email works harder when it is connected to the full growth system.
Email should not sit separately from the rest of your digital activity.
The strongest email and lifecycle strategies connect with SEO, paid media, website forms, eCommerce journeys, CRM data, content, automation and reporting.
That means the traffic you attract through SEO and paid media has a better chance of turning into leads, customers, repeat purchases and long-term value.
Connected to acquisition
Email helps get more value from SEO, paid media, content and website traffic.
Connected to conversion
Automations and campaigns support people after they enquire, subscribe, browse or abandon a basket.
Connected to retention
Lifecycle journeys help keep customers engaged, informed and more likely to buy again.
SELECTED WORK
Email and lifecycle work connected to growth.
Rococo works with businesses that need email, automation and customer journeys connected to wider digital performance.
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Subbuteo
Growing social awareness and email performance for an iconic tabletop football brand
68%Email open rateSubbuteo needed a stronger digital campaign approach to support social awareness, product launches and online sales. Rococo supported the brand across social media, email…
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ThreadBear Design
Helping a handcrafted children’s toy brand build a more joined-up eCommerce growth system
5.6%Conversion437%Organic increaseThreadBear Design needed a more connected approach to online growth, bringing together eCommerce support, SEO, paid media, content, reporting, web development and B2B sales…
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Lanes Health Clubs
From post-pandemic recovery to record-breaking growth for a premium health club
120%12 month growth68%Increase retentionHow a full-service digital partnership took Lanes Health Clubs from post-pandemic lows to 120% membership growth, near-full capacity, and 170+ enquiries a month at…
Proud of our reputation
What Our Clients Say
“From the first meeting, they just got it. The campaigns feel on-brand, the results are clear, and we’ve never had this level of support or transparency before.”
Martha Silcott
FabLittleBag
“The strategy, creativity, and reporting from Rococo are next-level. We actually understand what’s working now, and our email revenue has more than doubled.”
Peter Rooke
Bling 2o
“We used to think email marketing was just about newsletters. Rococo showed us how to turn it into a real revenue channel. Our customer retention has skyrocketed.”
Ash Ali
Lanes Health Clubs
“Working with Rococo Digital completely changed how we do marketing. Their team genuinely cares, communicates brilliantly, and most importantly delivers consistent ROI.”
Nick Shirley
ThreadBear Design
“The results we’ve had from Rococo’s email campaigns are unreal. Every send feels purposeful, and the automation they built now brings in sales daily, without us lifting a finger.”
Naomi O’Hara
Changes Clinic
WHERE THIS CAN LEAD
From email audit to ongoing lifecycle growth.
Some businesses come to Rococo for a focused review of their email activity. Others need new flows, campaign support, Klaviyo optimisation or lifecycle marketing as part of an ongoing growth partnership.
The right starting point depends on your audience, customer journey, platform, data and growth goals.
Growth Strategy & Audit
For businesses that need clarity on email, automation, retention, CRM journeys or customer lifecycle opportunities.
Website & Platform Project
For brands that need email connected to Shopify, WooCommerce, product journeys, abandoned baskets and repeat purchase.
Ongoing Growth Partnership
For businesses that want continued email, website, SEO, paid media, reporting and optimisation support.
lets talk
Ready to get more value from every customer journey?
If your leads, subscribers or customers are not being followed up, nurtured or retained properly, Rococo can help you build a clearer email and lifecycle marketing strategy.
Book a 30-minute growth call with our team for a focused conversation about your customer journey, email activity and growth opportunities, with no pressure and no hard sell.
Why Choose Rococo for Email Marketing?
Because we make email your most profitable marketing channel.
We don’t believe in short-term tricks or bulk sends, we build long-term systems that grow with your business.
- Expertly managed strategies that combine design, automation, and data.
- Transparent reporting and measurable ROI.
- Seamless integration with PPC, SEO, and Paid Social.
- A partner who cares about your customers as much as your conversions.
If you’re ready to make email your top-performing channel, we’re ready to help you get there.
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 & Lifecycle FAQs.
An email marketing agency helps businesses plan, create, send, automate and improve email campaigns and customer journeys. The aim is to increase engagement, conversion, retention and customer value.
Rococo connects email with the wider digital growth system, including websites, SEO, paid media, CRM, eCommerce, automation and reporting. The goal is not just sending emails, but building better customer journeys.
Yes. Rococo can support Klaviyo email marketing for Shopify, WooCommerce and eCommerce brands, including flows, campaigns, segmentation, reporting and optimisation.
Yes. Rococo supports eCommerce email marketing across welcome journeys, abandoned basket flows, post-purchase emails, product campaigns, retention and repeat purchase activity.
Yes. Rococo can plan, write, design and optimise abandoned basket flows to help recover lost sales and support eCommerce revenue.
Yes. Rococo can support B2B and service-led businesses with lead nurturing journeys, enquiry follow-up, sales nurturing and CRM email activity.
Yes. Rococo can plan and build email automation journeys that support lead follow-up, customer onboarding, abandoned baskets, retention and lifecycle marketing.
Yes. Depending on your setup, email journeys can be planned around CRM data, forms, customer stages, sales processes and audience segments.
Yes. Rococo can support campaign planning, copywriting, design, build, sending, reporting and optimisation as part of a project or ongoing growth partnership.
Email performance can be measured through engagement, clicks, conversions, revenue, repeat purchase, retention, enquiries and customer journey performance depending on the business goal.
Yes. Email and lifecycle marketing can form part of an ongoing growth partnership alongside SEO, paid media, website improvement, reporting and optimisation.
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.
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.
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.
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.
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.
Designed for businesses serious about customer value.
Rococo is best suited to businesses that want email and lifecycle marketing to become a more useful growth channel, not a last-minute campaign task.
Every email project or partnership is shaped around the audience, platform, customer journey, data quality, content needs, automation requirements and level of ongoing support required.
Email and lifecycle work is scoped around opportunity, complexity, platform requirements and the level of strategy and implementation needed to create progress.