E-mail Marketing (CRM)

The foundation for successful Email Marketing is the integration between your systems. We typically work in Klaviyo for e-commerce or HubSpot and Active Campaign for B2B. We start by ensuring data flows correctly from your webshop or website and set up forms that effectively convert traffic into permissions without ruining the user experience. Without a strong list, the strategy is irrelevant, so we prioritize lead capture highly from day one.

Next, we build flows—the automated email series that make money while you sleep. For e-commerce, this includes classics like abandoned cart, welcome series, and post-purchase flows, but we go deeper with segmented flows based on all purchase behavior. For B2B, we set up nurturing flows and lead scoring that automatically warm up prospects until they are ready for the sales department. We ensure every email is personal and relevant to the recipient.

Operations are about two things: Campaigns and Deliverability. We send ongoing campaigns coordinated with your other marketing calendar and A/B test everything from subject lines to images. We monitor your list health and technical setup (SPF, DKIM, DMARC) to ensure your emails land in the inbox and not the spam folder. We regularly clean out inactive profiles to protect your deliverability and ensure high open rates.

How the process works

We start with integration and data foundation so profiles, orders and behavior flow correctly from your Shopify store into Klaviyo or your CRM. Then we set up lead capture with forms and pop-ups that convert traffic into permissions without hurting the user experience.

As the list grows, we build the automated flows and lay out a campaign calendar aligned with your other marketing activity. Finally we monitor results, run A/B tests and optimize continuously so performance improves month over month.

What is included

The setup covers integration between your webshop and email platform, converting forms for lead capture and a complete set of automated flows. For e-commerce that means abandoned cart, welcome series and post-purchase flows plus segmented flows based on purchase behavior. For B2B we set up nurturing flows and lead scoring.

Operations include ongoing campaigns, A/B testing of subject lines and content, and monitoring of list health and technical setup such as SPF, DKIM and DMARC. We clean inactive profiles regularly to protect deliverability.

The benefits of an owned email channel

Email is a channel you own fully, unlike paid advertising where costs rise and reach depends on the platforms. A well-maintained list delivers predictable, repeatable revenue from customers you have already paid to acquire.

Automated flows make money while you sleep, and personal segmentation ensures every recipient gets relevant content. That lifts open rates, click rates and overall lifetime value per customer.

Pitfalls we help you avoid

Most email problems come from a weak data foundation or missing technical setup. If SPF, DKIM and DMARC are not configured correctly, your emails land in spam no matter how good the content is. We secure the technical base before we scale sending.

Another classic mistake is sending to everyone every time. That harms deliverability and list fatigue grows. We segment, clean inactive profiles and prioritize relevance over volume.

Why Mercive

We work across the full e-commerce stack and know Shopify in depth, so email becomes an integrated part of your overall growth rather than an isolated channel. We choose the platform based on need, typically Klaviyo for e-commerce and HubSpot or Active Campaign for B2B.

Our approach is measurable and data-driven. We build the foundation, automate what can be automated and optimize continuously so you get the most value from your list.

Related services

See also our related services:

• Paid Search
• Paid Social