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Strategy and operations

The right message, to the right person

Email that sells is half message and half infrastructure: if the domain is not authenticated, the best subject line ends up in spam. That is why we start with the technical side and write afterward.

North team · Updated October 7, 2026 · 4 min read

  1. Eventpurchase, cart, inactivity
  2. Segmentwho gets what
  3. Automated flowwelcome, replenishment, win-back
  4. Authenticated sendingSPF, DKIM, DMARC
  5. Saleattributed to email
Emails that go out on their own based on what each customer does.

What you can do

Flows that go out on their own based on what each customer does, plus one-off campaigns to segments.

FlowWelcomesign-up → 3 emails in 7 daysIntroduces the brand and leads to the first purchase or booking.
FlowBefore arrivalbooking → 3 days beforeTransfer, dinner or spa offered once the guest has already decided to come.
FlowAfter the visitcheck-out → next dayThank-you and review request with a direct link.
FlowAbandoned booking or cartstarted without payment → 1 hourRecovers people who reached the last step and did not finish.
FlowReplenishmentpurchase → product lifespanThe email arrives when the product is about to run out.
FlowBirthday and anniversarydate in the profileA personal reason to come back.
FlowReactivation2 × interval without returningA short sequence for people who stopped coming.
CampaignSlow dayssegment × time slotOffers for the capacity that is not selling today.
CampaignCommunity presaleloyal customers firstEarly access before opening to the public.

How it is done

What Gmail and Yahoo require since 2024

Senders of more than 5,000 emails per day must have SPF, DKIM and DMARC, a From address aligned with the signing domain, one-click unsubscribe and a spam complaint rate below 0.3%.

Headers of a compliant sendemail
From: Casa Aurora <hola@casaaurora.mx>
List-Unsubscribe: <https://casaaurora.mx/baja?u=8f21>, <mailto:baja@casaaurora.mx>
List-Unsubscribe-Post: List-Unsubscribe=One-Click
DKIM-Signature: v=1; a=rsa-sha256; d=casaaurora.mx; s=k1; ...

Recommendation. Keep complaints below 0.1%, which is what Google recommends. A new domain ramps up volume gradually, starting with people who clicked recently.

Reading an A/B test without rushing

The campaign in the dashboard below tested two subject lines with equal halves. In clicks the difference is clear. In bookings, with so few cases, not yet.

Subject line test · Casa Auroracalculation
      Delivered    Clicks  Rate     Bookings
A          8,820   1,005   11.4%       15
B          8,820   1,147   13.0%       21

Clicks     z = 0.016 ÷ √(0.122 × 0.878 × 2 ÷ 8,820) ≈ 3.2   → real difference
Bookings   21 versus 15                                     → could be chance

Recommendation. Pick the subject line by clicks and confirm with bookings over several sends. With z above 2 the difference is reliable.

Revenue per recipient

Attributed sales divided by delivered emails. It lets you compare a small, segmented campaign with a large send to the whole base.

Two campaigns of different sizescalculation
Campaign                 Delivered    Sales        Per recipient
Past guests · midweek       17,640     $352,800        $20.0
General newsletter          52,000     $416,000         $8.0

Recommendation. The general send sells more in total, but each email earns less than half and adds unsubscribes. Segments first.

What the dashboard looks like

Casa Aurora · past-guest campaign · 7 daysIllustrative example
Delivered17,64098.0% of 18,000
Unique clicks2,15212.2%
Bookings36attributed
Revenue per recipient$2036 × $9,800 ÷ 17,640

Bookings per day

D1D2D3D4D5D6D7

Subject line test

VersionClicksBookings
A · A midweek getaway11.4%15
B · Come back when the city is calm13.0%21

Tech stack

Platform
Klaviyo, Brevo or Mailchimp depending on your business's volume and integrations.
Authentication
SPF, DKIM and DMARC configured on the domain; since 2024 Gmail and Yahoo require them from bulk senders.
Sending domain
Your own subdomain and gradual volume warm-up to build reputation.
Flows
Welcome, abandoned cart, replenishment, post-purchase and reactivation, triggered by events.
Attribution
UTM parameters and a defined attribution window to avoid overcounting.

Under the hood

DNS records that authenticate the domainDNS
casaaurora.mx.                    TXT    "v=spf1 include:_spf.proveedor.com ~all"
k1._domainkey.casaaurora.mx.      CNAME  dkim1.proveedor.com.
_dmarc.casaaurora.mx.             TXT    "v=DMARC1; p=quarantine; rua=mailto:dmarc@casaaurora.mx"

SPF says who is allowed to send, DKIM signs each email and DMARC says what to do if something fails. Without all three, bulk sending ends up in spam.

What we measure

Deliverability
Emails that reach the inbox over emails sent.
Click rate
Unique clicks over delivered. Opens are no longer reliable: Apple Mail has preloaded them since 2021.
Revenue per recipient
Attributed sales divided by emails delivered; it lets you compare campaigns of different sizes.
Unsubscribes and complaints
List health indicators; a high complaint rate affects every send.

Case analysis

Grind: when the coffee shops closed, email kept the business going

Grind · London, 2020

The specialty roaster had 11 coffee shops in London and an online store for capsules. In early 2020 it switched email tools, and in March the lockdowns closed its locations.

What they did, step by step

  1. It moved from bulk sends to emails that go out automatically based on what each customer does.
  2. Abandoned cart: a reminder that converts 12.3% and brings in 41% of what the automated emails sell.
  3. Replenishment timed to how long a tin of 30 capsules lasts: the email arrives just as it is about to run out.
  4. Different thank-you emails for new and returning customers, and a flow for people who cancel, based on the reason.
  5. Customer win-back with humor, in the same voice as its coffee shops: 40% open rate.
+675%in email revenue from the first to the second quarter of 2020
34xcompared with the same quarter of 2019
71%of revenue comes from returning customers

The mechanism

  1. Customer eventcart, purchase, unsubscribe
  2. Klaviyo flowtriggered by the event
  3. Calculated replenishmentbased on how long 30 capsules last
  4. Salecart: 41% of what flows sell

Why it worked. Each email arrived at the right moment for that person and sounded like the brand.

Analysis of a public case. North Marketing did not take part in this work. The figures are the ones published by the vendor (Klaviyo).

Sources: Klaviyo

How we do it for your brand

  1. We clean up your database and split it into meaningful groups.
  2. We first turn on the automated emails that sell the most: welcome, cart, replenishment and win-back.
  3. We write in your brand's voice, one action per email.
  4. We measure all the way to the sale and adjust every month.

Go deeper

TopicWin back inactive customersThe most profitable campaign: talking again to people who already bought from you.

Frequently asked questions

How often should I send?

Flows go out when something happens and do not count. For campaigns, frequency goes up as long as unsubscribes and complaints stay stable; when they rise, you scale back.

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