Khattak Solutions Infrastructure
Email Marketing
Reaching the inbox is an infrastructure problem before it's a copywriting problem.
Is this you?
- Your emails land in Promotions, or nowhere at all.
- You have a list and no sequence running against it.
- Deliverability dropped and nobody can tell you why.
- You cannot attribute revenue to a campaign.
If more than one of those is true, the problem is usually the system around the work rather than the people doing it.
Infrastructure first
Authentication, domain reputation, list hygiene and volume ramping decide whether anything you write is read. We set those up properly, then build the campaigns on top.
Then the programme
Segmentation, lifecycle sequences, campaign calendar and testing — with reporting that ties sends to pipeline rather than to open rates alone.
Deliverability is the whole game
A campaign that is not delivered cannot be measured, optimised or blamed on the copy. Before we write anything we fix the infrastructure: SPF, DKIM and DMARC aligned and enforcing, a dedicated sending domain separated from your corporate mail, sensible warm-up, list hygiene, and monitoring that tells you about a placement problem before a client does.
Both major mailbox providers now enforce authentication and complaint-rate thresholds for bulk senders. Infrastructure that was adequate three years ago is not adequate now.
What we run
- Lifecycle sequences — welcome, onboarding, activation, renewal, win-back
- Behavioural triggers from website and product activity
- Segmentation that reflects how people actually differ, not arbitrary bands
- Broadcast campaigns and newsletters where there is a reason to send one
- Transactional email that is reliable and on-brand
- Abandoned basket and post-purchase sequences for commerce
Permission, properly
We build on consented and legitimate-interest contacts, record the basis and the timestamp, make unsubscribing a single click that works immediately, and suppress globally rather than per-campaign. This is not a compliance box — complaint rate is now a direct ranking input into whether your mail is delivered at all.
Measured to revenue
Opens became unreliable the day mail clients started pre-fetching images. We measure clicks, replies, and revenue attributed through to the CRM, and we optimise the sequences against that rather than against a vanity metric.
How the work runs
01 — Audit
Authentication, domain reputation, list health and current placement. Usually the most revealing week.
02 — Infrastructure
Sending domain, authentication records, warm-up schedule, monitoring.
03 — Segmentation
Built from behaviour and value, not guesswork.
04 — Sequences
Written, built, tested against real inboxes across providers before sending.
05 — Launch
Phased volume with placement watched at each step.
06 — Iteration
Monthly reporting on clicks, replies and attributed revenue, then changes.
What it costs
Priced as setup plus a monthly programme. The setup is where deliverability is fixed and it is the part that determines whether the rest is worth paying for.
What moves the number
- List size and how many segments it genuinely supports
- Number of sequences and how many variants each needs
- Current state of authentication and domain reputation
- Platform — your licence cost sits outside our fee
- Integration depth with CRM and commerce
- Whether we write the copy or edit yours
Every proposal is a fixed price against a written scope. We do not quote by the hour for work we have specified.
What's included
- SPF, DKIM and DMARC configuration
- Sending infrastructure and warm-up
- List verification and hygiene
- Segmentation and personalisation
- Lifecycle and nurture automation
- Campaign design and build
- A/B testing programme
- Deliverability monitoring and reporting
Common questions
Why do our emails land in spam?
Usually authentication gaps, a cold domain sending at volume, or engagement decay from an unclean list. We diagnose which before changing anything.
Do you write the emails?
Yes, with your review. Or we build the infrastructure and templates and your team writes.
Which platform do you use?
Whichever suits your volume and stack — we work across the major sending platforms and marketing automation tools.
Why are our emails going to spam?
Most commonly: authentication that is published but not enforcing, sending from the same domain as your corporate mail, a list with old or purchased addresses on it, or a complaint rate above the provider's threshold. The audit identifies which, and it is usually more than one.
Can you email a list we bought?
No. Purchased lists breach the terms of every reputable platform, generate complaints that damage the domain you will still need next year, and in most of your target markets they are unlawful for B2C and risky for B2B. We will help you build a list that works instead.
How often should we send?
Often enough to be recognised, rarely enough to be welcome. For most B2B that is fortnightly to monthly broadcast plus triggered sequences that fire on behaviour.
What about Apple's privacy protections?
They made open rate close to meaningless, which is a good thing. We optimise on clicks, replies and revenue, which were always the better signals.
Have a project?
Let's build
what's next.
Whether you need customer acquisition, software, automation or communications infrastructure, we will design the right solution around your business.
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