Email Marketing / The Channel That Still Pays
Email is still the highest-ROI channel you own.
₹42:₹1
Typical email ROI
95%+
Inbox delivery we aim for
< 0.1%
Spam complaint target
90 days
From audit to compounding revenue
Paid media gets expensive. Social reach falls every year. Email — sent to a list you earned — still returns ₹42 for every ₹1 spent. We write the copy, design the templates, wire the automation, warm your domain and monitor the inbox. Revenue-linked reporting, no bounce-heavy template agencies.
Why email still matters
The only channel you own, to the only audience that asked for you.
You rent attention on Meta, Google and LinkedIn. Every platform change erodes your reach, your targeting and your margin. Email is the opposite — you own the list, you own the timing, you own the story. Done well, it’s the channel with the highest margin, the longest shelf life and the cheapest attribution.
- 01.Your list is an asset that appreciates — platforms are a tax that rises.
- 02.One good lifecycle flow can outperform six months of paid ads, quietly, for years.
- 03.Modern email is personalised, timely and revenue-linked — not the Tuesday newsletter blast.
- 04.Deliverability is the hidden killer — 20–40% of sent emails never reach the inbox. We fix that first.
What we deliver
A full email programme, run like an agency of record.
We cover the whole stack — strategy, copy, design, automation, deliverability, reporting. You get a dedicated email lead, a copywriter, a designer and an ops person as part of every retainer. One team, one calendar, one inbox.
01
Lifecycle Email Strategy
Map your funnel to email touchpoints — welcome, onboarding, activation, nurture, cross-sell, win-back. Each journey tied to a KPI.
02
Flagship Newsletter Operations
Weekly or fortnightly newsletters, ghost-written in-house, designed, QA’d, sent. The kind of newsletter your audience forwards to colleagues.
03
Campaign Emails
Product launches, webinars, sale events, content drops — each campaign with segment strategy, A/B tests, post-send teardown and learnings.
04
Automation & Flows
Klaviyo, HubSpot, Mailchimp, Salesforce Marketing Cloud, ActiveCampaign, Customer.io. We build, QA and run the flows — you see the revenue.
05
Deliverability & Inbox Warming
SPF, DKIM, DMARC, BIMI, warm-up sequences, suppression hygiene, Gmail/Outlook reputation monitoring. The invisible work that makes everything else land.
06
Copywriting That Converts
Senior copywriters who’ve run email for SaaS, D2C, B2B and media brands. Subject lines, pre-headers, body, CTAs — tested, iterated, improved monthly.
07
Template & Design Systems
Modular email templates that render everywhere — dark mode, mobile, Outlook 2016 and the inbox on your aunt’s 2014 iPad. Figma-to-HTML, tested on Litmus.
08
Reporting & Attribution
Revenue-linked dashboards, multi-touch attribution, cohort analysis, subscriber health. Reports your CFO can read and your CEO will actually open.
How it runs
From audit to compounding programme in four phases.
Most email programmes we inherit have three issues: wrong tool, leaking deliverability, unfocused strategy. We fix in that order.
01
Audit & Diagnose
Week 1–2: Platform audit, deliverability health check, list hygiene, current performance teardown. You get a diagnostic doc and a fix list.
02
Foundation Fixes
Week 3–4: Authentication (SPF/DKIM/DMARC), suppression cleanup, template rebuild, critical lifecycle flows queued for rebuild.
03
Run the Programme
Week 5–12: Weekly campaigns + lifecycle flows going live in sequence. Monthly reviews, A/B tests, subject line iteration, cadence tuning.
04
Compound & Scale
Month 4+: New flows, new segments, list growth campaigns, partnership newsletters, revenue optimisation. The programme runs itself, we improve it.
Why FableSquare
Senior operators who still write the subject lines themselves.
We've run it in-house.
Our email leads have owned lifecycle at SaaS companies, D2C brands and media publishers. They know what breaks at 3am on a Black Friday send — because they’ve been the ones woken up.
Deliverability is a first-class problem.
Most agencies ignore it because it’s invisible. We treat it as strategy: domain warmup, reputation monitoring, authentication audits, suppression hygiene. If your emails aren’t landing, nothing else matters.
Revenue, not opens.
We report in revenue, pipeline and incremental lift — not open rates. Open rate is a compliance metric post-iOS15, not a performance one. Our reports reflect that.
Email Marketing — FAQs
What clients ask us first.
Questions that tend to come up in the first discovery call. If yours isn’t here, just ask.
Our open rates are collapsing. What's happening?
Ranges depend on scope and ambition. Tell us about your project on a 30-minute call and we will send a tailored proposal within one working day.
What platforms do you work on?
Klaviyo (D2C default), HubSpot (B2B default), Mailchimp, ActiveCampaign, Customer.io, Salesforce Marketing Cloud, Braze, Iterable, Marketo. We're certified on the big ones and have rescued implementations of most of them.
Do you grow my list?
Yes — list growth is part of every retainer. Lead magnets, content upgrades, referral flows, exit-intent popups, paid list-build. We don't buy lists, ever.
How quickly will I see results?
Deliverability wins in 30 days. First new flows live in 45 days. Measurable revenue lift in 90 days. By month 6 we expect email to be 25–40% of your total revenue if you're D2C.
How do you price?
Retainers ₹2–8 lakh/month depending on send volume, campaign frequency and platform complexity. Fixed-scope projects (flow builds, deliverability rescues) ₹3–12 lakh.
Let’s fix the inbox first
The channel that pays, run like it matters.
Share your platform, list size, current ESP and the last three months of send data. We’ll send back a one-page diagnostic, a prioritised fix list and a 90-day plan. No generic ’email marketing’ deck — the actual work.
fablesquare
A senior studio for brand, web, SEO and growth. Working with ambitious teams from Bengaluru, since 2016.