Email Automation Agency
Most brands have automation. Few have automation that's actually working. We build, audit, and optimise lifecycle flows tied to real revenue.
An email automation agency builds and manages the triggered sequences that fire from customer behaviour — welcome emails, abandoned cart reminders, post-purchase follow-ups, win-back campaigns — and optimises them over time to maximise revenue contribution. Beyond Open Rate is an Australian email automation agency specialising in e-commerce brands doing $1M–$20M/year.
Most e-commerce brands have email automation. The infrastructure is there.
What most brands don't have is automation that's performing.
The difference between a working automation program and one that's technically live but underperforming is not the platform. It's the logic, the timing, the copy, and the testing. Get those right, and email automation earns independently of how often you send campaigns or how much you spend on acquisition.
The benchmark problem
Abandoned cart recovery: The average e-commerce brand doing $1M–$5M/year recovers less than 8% of abandoned carts through email. Top performers recover 18–22%. The gap is almost entirely explained by flow construction and send timing, not platform choice or list size.
Welcome series conversion: A single welcome email typically drives 3–4% first-purchase conversion. A correctly built 3–5 email sequence drives 12–18% on the same traffic — a difference that compounds across every new subscriber.
These aren't edge cases. They're the consistent gap between automation that was set up once and automation that's actively managed.
The flows that earn
Abandoned cart. The highest-intent signal in e-commerce email. The first email, sent within 60 minutes of abandonment, accounts for roughly half of all cart recovery revenue. Most brands send it. Few send it fast enough, and fewer still have a correctly sequenced 2–3 email follow-up that recovers the remainder.
Browse abandonment. A customer browsed a product or category and left. Lower intent than cart abandonment, but a clear buying signal. A well-built browse abandonment flow with correct product framing recovers customers who would never have received a cart email. It's the most consistently underbuilt high-performing flow in e-commerce email.
Welcome series. The most-opened emails a brand sends. A new subscriber is at peak curiosity. A 3–5 email sequence that introduces the brand, handles the most common objections, and moves toward a first purchase consistently outperforms a single welcome email by 40–60% on first-purchase conversion. Most brands have one email.
Post-purchase. The moment immediately after purchase is the highest-trust moment in the customer relationship. A post-purchase sequence covers: order and shipping confirmation, a product education email (for anything that needs it), a review request timed to when the product has arrived and been used, a cross-sell based on what they bought, and for consumables, a replenishment reminder. Most brands have order confirmation. Few have the rest.
Win-back. Customers who haven't purchased in 90–180 days are at risk of lapsing permanently. A 2–3 email win-back sequence with a clear reason to return recovers a meaningful percentage before they have to be suppressed. The right timing and the right incentive structure matter more than the copy.
What we do differently
We don't start with a template. We start with what's already live, what it's actually earning, and where the gaps are.
Every engagement starts with an audit: what flows are live, whether they're triggering correctly, what the revenue contribution is, and what's missing. From there, we prioritise by revenue impact, not by what's easiest to build.
When we build, we build for performance from day one. Correct trigger logic. Audience exclusions that prevent message overlap. Copy written for the specific moment in the customer journey. Multi-variant testing built in. Then we monitor, and we optimise based on what the data shows, not what the template says.
We work platform-independently. Klaviyo, ActiveCampaign, HubSpot, Omnisend. We recommend based on what fits the business, not what pays a commission.
Want to know where your automation program stands right now? Run the free email audit — ten questions, a score out of 75, and a prioritised list of what to fix first. Or if you'd like a hands-on review of your current flows, see how our email marketing audits work.
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An email automation agency is a specialist that builds and manages the triggered email sequences that fire from customer behaviour rather than a manual send calendar. This includes welcome series (triggered on subscription), abandoned cart flows (triggered when someone leaves without buying), post-purchase sequences (triggered after an order), and win-back campaigns (triggered when a customer goes quiet). The agency handles strategy, copywriting, flow logic, platform setup, testing, and ongoing optimisation. Beyond Open Rate is an email automation agency based in Australia, specialising in e-commerce brands doing $1M–$20M/year in revenue.
Email marketing is the broad category. It includes campaigns — broadcasts you write and send manually to your list — and automation, which is sequences that trigger from customer behaviour automatically. Automation is the part of email that earns without ongoing effort: a welcome email when someone subscribes, an abandoned cart reminder when they leave without buying, a win-back email when they go quiet. Campaigns require continuous attention; automations compound over time once they're built and tuned.
Cost depends heavily on scope. A single flow build — one automation built and tested — typically ranges from a few thousand dollars. A full ongoing retainer covering flows, campaigns, segmentation, and reporting runs higher. We structure fixed-scope engagements rather than billing hourly, and we're clear about pricing before work starts. The more useful question is what the automation program should earn: a correctly built abandoned cart flow on a $3M/year e-commerce brand typically recovers $150,000–$400,000 in annual revenue that would otherwise be lost.
The right agency for e-commerce has three characteristics: they report on revenue, not engagement metrics; they audit before they build; and they work across platforms rather than reselling one. An agency that leads with open rates and click rates is measuring the wrong things. An agency that proposes before they've seen your flows is selling a package. And an agency that only knows one platform is recommending based on their expertise, not your needs. Beyond Open Rate works across Klaviyo, ActiveCampaign, HubSpot, and Omnisend, and we start every engagement with an audit.
In order of typical revenue impact: abandoned cart, welcome series, browse abandonment, post-purchase, and win-back. Most brands have the first two. Few have all five built correctly. Browse abandonment in particular is consistently underbuilt relative to what it earns. If you have abandoned cart and welcome running but haven't built browse abandonment, that's usually the highest-leverage next step.
The range is wide. Brands with poorly timed, single-email flows recover 3–5% of abandoned carts. Brands with correctly timed 2–3 email sequences recover 12–22%. The first email, sent within 60 minutes of abandonment, accounts for roughly half of all cart recovery revenue. Timing matters more than copy at this stage.
Abandoned cart flows earn immediately — the first trigger fires within hours of going live. Welcome series results are visible within the first week. Post-purchase and win-back flows take 3–4 weeks to accumulate meaningful data. Within 30 days, most clients have a clear picture of what automation is contributing to total revenue.
We do both. Some clients engage us to build specific flows and hand them off. Others want ongoing management: monthly optimisation, copy testing, and performance reporting. The right model depends on what's live, what your team can handle, and where the revenue gaps are. We're clear about this before we start.
Claim your free 30-minute strategy session.
Worth $500, yours at no cost. In 30 minutes we'll identify exactly where your email program is leaving money on the table and give you the strategies to fix it. No obligation, no pitch. Sessions are limited, so don't sit on it.
- ✓ 30 minutes, valued at $500, 100% free
- ✓ We find where your email is losing you money
- ✓ Walk away with strategies to act on immediately