Abandoned cart
Brings back the carts they left, with the exact items inside.
Email and SMS marketing agency
Email and SMS marketing for DTC and eCommerce brands
Flows and campaigns built to make email a real revenue channel for online stores.
20–35%
of overall revenue we aim to attribute to email marketing
Email and SMS marketing since 2023
Past clients: streetwear, coffee machines, sneakers and retail
Australia, New Zealand and the UK
Klaviyo and Mailchimp
What we do
The emails that run your store
while you sleep
Most small brands send the odd newsletter and leave money on the table. We build the automated, trigger-based flows that fire on your store's key moments, then run segmented campaigns on top, so email earns revenue every day, not just on send day.
Welcome series
Turns a new sign-up into a first order.
Browse abandonment
Follows up on products they looked at but didn't add.
Post-purchase
Turns one order into a second and grows lifetime value.
Win-back + sunset
Re-engages quiet customers and keeps your list clean.
Launches and drops
Email and SMS sends for new products, restocks and sales.
Email designs
Built to stop the scroll
Mobile-first, on-brand email designs with a clear hero, one strong CTA above the fold and product blocks that make clicking easy. A few of our concept designs, built in Figma.
What we do
- Email and SMS marketing for DTC and eCommerce brands
- Automated flows: welcome, abandoned cart, browse abandonment, post-purchase and win-back
- Campaigns for launches, drops and promotions
- Target: 20 to 35 percent of overall revenue from email
- Past clients: streetwear, coffee machines, sneakers and retail
How it works
-
01
Set up flows
We audit your current setup, then build the automated emails that run off your store's key moments. One fee, done once.
-
02
Run campaigns
Scheduled sends for launches, drops and promotions, scoped to the attention each one needs.
-
03
Retain and optimise
Ongoing management under a retainer for campaigns and general client work. We track attributed revenue and revenue per recipient, A–Z split test everything and keep improving it.
A–Z split testing
Most agencies A/B test. We test A to Z.
An A/B test pits two versions against each other. We build up to 26 versions of a single email, A through Z, each changing one variable: subject line, preview text, hero image, offer, CTA, send time. Your audience is split across all 26 and the winner is rolled out to the rest of the list.
Variant A · Control
Your current best email
Every test starts against what's already working.
Illustration only. The variants and winner shown here are examples, not client results.
2
Versions in a standard A/B test
One winner, one learning per send. It takes months to find what really moves revenue per recipient.
26
Versions in an A–Z test
Thirteen times the variants in one send. Faster learning on open rate, click-through rate and placed order rate, all fed back into your flows.
The numbers we move
We report in revenue, not vanity metrics
Open rates are nice. Revenue is better. These are the KPIs we track in every report, and the ones we're held to.
RPR
Revenue per recipient
What each email earns for every person it's sent to. The truest measure of a flow or campaign.
%
Attributed revenue
The share of total store revenue driven by email and SMS. Our target: 20 to 35 percent.
CTR
Click-through rate
How many recipients click through to your store. Driven by copy, design and the CTA.
POR
Placed order rate
The percentage of recipients who go on to buy. Where testing really pays off.
AOV
Average order value
Lifted with bundles, cross-sells and free-shipping thresholds inside your emails.
CLV
Customer lifetime value
What a customer is worth over time. Post-purchase and win-back flows grow it.
INB
Inbox placement
Landing in the primary inbox, not spam. Protected with SPF, DKIM, DMARC and list hygiene.
LIST
List growth
New subscribers from sign-up forms and popups, with zero-party data captured at opt-in.
Pricing
Simple, upfront pricing
Flows are a single fee. Campaigns and ongoing work sit under a retainer, priced by how much attention they need.
Full flow package
$1,500
- Abandoned cart
- Welcome series
- Browse abandonment
- Post-purchase
- Win-back
Campaigns
Quoted
Priced by how much attention the campaign needs.
Retainer
Ongoing
For campaigns and general client work.
Pricing is indicative and subject to change.
Who we work with
Built for owner-led online brands
We keep the client list small on purpose, so every brand gets proper attention. Here's where we do our best work.
A good fit
- DTC and eCommerce brands selling physical or digital products
- Based in Australia, New Zealand or the UK
- 10,000+ monthly website visitors
- Owner-led teams with no in-house email person
- Email is basic or barely set up: few or no flows, free or low-tier Klaviyo or Mailchimp
- Bonus if you're in streetwear, apparel, coffee and home appliances, or sneakers and resale
Signs you need this
- Most of your sales come from ads, and email is an afterthought
- You have a list but rarely send to it
- There's a popup on your site, but nothing happens after someone signs up
- Abandoned carts get no follow-up
- Customers buy once and you never hear from them again
BMS.
Since 2023
Work directly with the founder
BMS Mail is run by Benjamin Steel. Since 2023 we've built email programs for streetwear labels, coffee machine brands and sneaker retailers, adding real profit through flows and campaigns.
No account managers or hand-offs. You talk to the person building your emails, and every decision comes back to the numbers: what email earns as a share of your revenue, and how to push it higher.
FAQ
Questions brands ask
What does "20 to 35 percent of revenue" mean?
It's the share of your store's total revenue we aim to attribute to email marketing once flows and campaigns are running. Where you land depends on your traffic, list size and products.
What is A–Z split testing?
Instead of testing two versions of an email (A/B), we test up to 26 (A to Z). Each variant changes one thing, such as the subject line, preview text, offer, CTA or send time. A slice of your list is split across the variants, and the winner goes out to everyone else. It needs a decent list size, so we scale the number of variants to your audience.
What does deliverability mean, and why does it matter?
Deliverability is whether your emails land in the inbox or in spam. We set up domain authentication (SPF, DKIM and DMARC), warm up sending, keep your list clean with sunset flows, and watch spam complaints and bounces. If your emails don't reach the inbox, nothing else matters.
Which email platforms do you work with?
Mostly Klaviyo, and Mailchimp too. If you don't have a platform yet, we'll help you pick and set one up.
What's the difference between flows and campaigns?
Flows are automated emails triggered by what a shopper does, like leaving a cart or making a first purchase. You build them once and they run all the time. Campaigns are one-off sends you schedule, like a product drop or a sale.
Do I need a retainer?
No. Flow packages are a single fee. The retainer is for brands that want us running campaigns and managing email on an ongoing basis.
Do you only work with brands in Australia?
We work with DTC brands in Australia, New Zealand and the United Kingdom.
Get started
Find out what email could be earning you
Tell us about your store and we'll come back with a free look at your current email setup and where the revenue is being missed.
benjamin@bmsemails.com