Email Marketing Strategy + Setup
Not everybody who is interested is ready to buy today.
And an awful lot of marketing has no idea what to do with them in the meantime.
Someone finds the business.
Reads something. Visits the website. Likes what they see.
Maybe even thinks:
I might need this.
But not today.
If the only plan from there is hoping they happen to see another post at exactly the right moment, rather a lot has been left to chance.
Email gives the relationship somewhere to continue.
Somewhere to build familiarity, answer questions, deepen trust + make the right offer when the timing makes sense.
Email Marketing Strategy + Setup · Projects from £1,295
Email systems built for
Having an email list isn’t the same as having email marketing.
Perhaps your subscribers came through an old freebie.
A checkout box.
A workshop you ran eighteen months ago.
Three different forms nobody quite remembers setting up.
And every so often somebody says:
We really should email them.
So you do.
Then nothing for six weeks.
Then another newsletter.
Then launch time arrives + suddenly everybody hears from you four times in seven days.
The answer isn’t necessarily sending more.
It’s knowing what email is actually there to do.
Some emails build familiarity. Some answer buying questions. Some challenge assumptions. Some introduce an offer.
And some are simply worth reading.
Because if every send begins with “What shall we talk about this week?”, we’ve simply moved the content problem from Instagram into somebody’s inbox.
The objective isn’t to send more email.
It’s to make the emails you send worth opening.
So, what happens after somebody subscribes?
Hopefully, more than one automated thank-you.
A useful email journey doesn’t need 47 automations + a flowchart requiring its own postcode.
It just needs to make sense.
DISCOVER → SUBSCRIBE → WELCOME → NURTURE → CONSIDER → BUY → STAY
Someone finds you. There’s a worthwhile reason to subscribe. They’re properly welcomed. They get to know your thinking, your business + your offers.
Questions get answered.
When the need + timing align, there’s a clear next step.
And the relationship doesn’t suddenly become irrelevant because somebody bought something.
We work out what that journey should look like for your business, then build the foundations to support it.
What we actually build.
The strategy, journey + foundations that turn a list into an email marketing system.
No borrowed funnel template required.
Your Email Marketing Strategy + Setup is built around your audience, your offers, your wider marketing + the role email actually needs to play within all of it.
First, we work out:
Role + objectives
What email is there to do for the business + where it fits into your wider marketing.
Audience + subscriber journey
Who you’re talking to, how they arrive + what they need at different stages of the relationship.
List growth
Who you actually want on the list, what makes subscribing worthwhile + where the right opportunities to join belong.
Email content + cadence
What deserves sending, how often + why.
Not a weekly newsletter because somebody once said consistency is important.
Segmentation
Where different people genuinely need different communication.
Nurture + email automation
What should happen automatically so the customer journey doesn’t rely on somebody remembering to make it happen.
Conversion
How email supports the journey towards the right offer, enquiry, purchase or next step.
Measurement
What matters enough to track, what those numbers actually tell us + what we should do with that information.
Without treating your open rate as a personality test.
Then, we build the foundations.
Email Marketing Strategy + Setup projects start from £1,295.
Your core project includes:
EMAIL MARKETING STRATEGY
Clear strategic direction for your audience, content, cadence, subscriber journey, conversion opportunities, measurement + the role email should play within the wider business.
Subscriber journey
A mapped pathway showing how the right people enter your list, what happens next + where email should lead them.
Platform + setup review
A review of your existing email marketing foundations, or platform + setup recommendations if you’re starting from scratch.
Sign-up + opt-in direction
Recommendations for where people should join your list, why they’d want to + how those entry points connect to the wider journey.
Branded email template
A reusable core email template that makes ongoing emails easier to create + recognisably yours.
Five-email Welcome + Nurture sequence
Five strategically written emails giving new subscribers somewhere useful to begin.
Rather than dropping them onto a list + hoping for the best.
Measurement framework
The numbers worth paying attention to, what they can tell you + how to use them to make better decisions.
You’ll also receive a walkthrough of the strategy, the thinking behind it + what happens next.
Use it yourself. Hand it to your team. Or ask us to keep it moving.
And yes, we can help with the buttons.
Because there is limited joy in receiving an email strategy followed by:
“Good luck finding all the buttons.”
Practical implementation can be added where needed, including sign-up forms, basic segmentation, your branded email template + Welcome and Nurture automation.
We currently work with Mailchimp, Flodesk + Kit.
Additional email sequences, migrations + more complex automation are scoped separately.
And if what you actually need is advanced CRM engineering, custom integrations or highly technical automation?
We’ll tell you.
We’re much more interested in getting you the right help than pretending everything belongs in our scope.
Email Marketing Strategy + Setup
Projects from £1,295
Not just a list.
Somewhere useful for the relationship to continue.
“When I started working with Natty, I didn't even know what a funnel was. I had 30 years of business experience, a body of work I believed in, and absolutely no idea how to translate any of it into a digital business.
Natty changed that. She brought a deep eye for detail, built my funnels from scratch, created and audited my copy, and did it all in a way that honoured my brand rather than flattening it. What shifted for me was confidence. I went from overwhelmed and out of my depth to genuinely backing myself as a mentor and course creator online.
If you're an expert in your field but the online business side feels like a foreign language, Natty is exactly who you need.”
Jennifer Jefferies
The Present Day Wise Woman
Website Copywriting · Email Marketing Strategy + Setup · Strategic + Creative Partnership
SEE MORE OF OUR WORK →
Email Strategy + Copy led by Natty Bernasconi.
I’m quite interested in what happens between “not yet” + “yes”.
Because there’s an entire relationship happening in between.
The question that needs answering. The assumption that needs challenging. The email that arrives at exactly the right moment.
I lead TDH’s email strategy, subscriber journeys + copy, connecting each one back to the wider business.
Because a good email shouldn’t just be worth opening.
It should know why it was sent.
Founder & Marketing Strategist of The Year — UK 2026
Creator of The Digital Hive Framework™.
Already have the foundations?
You might not need this service.
If your strategy is current, your subscriber journey makes sense + your automations are doing what they’re supposed to, we’re not going to rebuild the whole thing so we can invoice you for rebuilding the whole thing.
Perhaps you simply need somebody to keep the emails going.
Ongoing Email Marketing
Regular email planning, copywriting, build, scheduling + optimisation.
From £750/month · 3-month minimum
Or perhaps the foundations are solid, but one part of the journey is missing.
Standalone Email Sequences
Welcome + Nurture · Lead Magnet Nurture · Sales + Launch · Evergreen Sales · Re-engagement · Post-purchase + Client journeys
Projects from £750
The things you may still be wondering.
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Projects start from £1,295.
That includes your core Email Marketing Strategy, subscriber journey, platform + setup review, sign-up and opt-in direction, reusable branded email template, five-email Welcome + Nurture Sequence, measurement framework + strategy walkthrough.
Practical implementation, additional sequences, migrations + more complex requirements are scoped separately.
You’ll know exactly what’s included + what it costs before booking.
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The core project gives you the strategic + creative foundations your email marketing system needs.
If you'd also like us to implement those foundations inside your email platform, practical setup can include forms, basic segmentation, your branded email template + Welcome and Nurture automation.
We’ll agree the exact implementation scope before the project begins.
Already have somebody who can implement it?
Also fine. We’re perfectly happy giving them something sensible to build.
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We currently work with Mailchimp, Flodesk + Kit.
Using something else?
Tell us when you enquire. We’ll let you know whether we can support it or whether specialist technical help would make more sense.
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Yes.
But first, we’ll work out what role it actually needs to play in your subscriber journey.
Because “apparently I need a lead magnet” isn’t much of a strategy.
Copywriting, design or development can then be added where required.
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We use what’s working.
If something needs improving, we address it.
If you only need one missing piece, we’ll tell you that too.
You do not need to buy a bigger project simply because we happen to sell one.
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No.
The question isn't simply how many people are on the list. It's who is on it, why they joined, what the relationship needs to do + whether email has a useful role in your customer journey.
For some businesses, a smaller list of the right people is considerably more useful than a large one accumulated through three years of freebies + good intentions.
We’ll look at the role email can realistically play in your business rather than prescribing list growth for the sake of a bigger number.
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Yes.
Our Ongoing Email Marketing service covers regular email planning, copywriting, build, scheduling + optimisation from £750/month, with a three-month minimum.
You don’t need to commit to ongoing support when you book Email Marketing Strategy + Setup.
Build the foundations first.
Then decide what you actually want help with.
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Yes, where the foundations are already strong enough for that sequence to have somewhere sensible to sit.
Standalone projects can include Welcome + Nurture, Lead Magnet Nurture, Sales + Launch, Evergreen Sales, Re-engagement + Post-purchase or Client Journey sequences.
Projects start from £750, with more complex sequences scoped according to length, research, audience + offer.
If the bigger email journey needs sorting first?
We’ll tell you before we start writing emails into the void.
Interest doesn’t always become a decision overnight.
Give it somewhere useful to go in the meantime.
Someone can discover your business today + become a client months from now.
You can’t control when they’ll be ready.
But you can make sure the relationship doesn’t disappear in between.
A reason to subscribe.
A proper welcome.
Emails worth reading.
Relevant offers.
Clear next steps.
And a system connecting all of it.
So when “not yet” eventually becomes “now”, they don’t have to rediscover you from scratch.
Email Marketing Strategy + Setup · Projects from £1,295
Strategy · Subscriber journey · Core email foundations · Five-email Welcome + Nurture Sequence
Tell us what’s happening with your emails.
A thriving list. A neglected list. Three automations nobody remembers building. Or a blank Mailchimp account looking expectantly at you.
Give us the slightly untidy version. We’ll work out what the system actually needs.
You won’t be judged on how beautifully you write this. That would be a particularly unfair requirement for a copywriting enquiry.