ARC Service
Email still converts. The infrastructure behind it is what changed.
ARC builds email programmes that reach the inbox, earn the open, and produce measurable revenue — covering the authentication, list health, segmentation, and content strategy that decide whether any of it arrives.
Why this matters
Email did not get less effective. It got less forgiving.
The channel economics never really changed: you own the list, there is no auction, and the cost of a send does not rise because a competitor raised their bid. What changed is the cost of doing it carelessly.
Authentication is now mandatory rather than advisable. SPF, DKIM and DMARC must be correctly configured or bulk senders are rejected outright, and complaint rates above roughly one per thousand will throttle delivery regardless of how good the campaign is. Most email programmes that underperform are not being ignored — they are not arriving, and the dashboard cannot tell the difference between a send and a delivery.
AI has changed the work too, though not in the way most agencies advertise. It has not made writing the constraint it once was; drafting variants, adapting a message per segment, and summarising behaviour into a next action are all faster now. What it has not changed is deliverability, list quality, offer, or judgement — and those were always the parts that decided whether email worked.
Our approach
How ARC runs email
Deliverability is checked before anything is written
Authentication records, domain reputation, list hygiene, and complaint history. A brilliant campaign to a spam folder is an expensive way to learn nothing.
The list is segmented by behaviour, not by demographics
What someone did, how recently, and what it implies about intent. Sending the same message to everyone is the single most common cause of the complaints that break the channel.
AI accelerates drafting; a person decides what sends
We use AI to research faster, produce more variants, and adapt messages to segments at a volume that used to be uneconomic. Every send is still approved by someone accountable for it — automated volume is precisely how sender reputation gets destroyed.
Sequences are designed around a decision
Welcome, nurture and re-engagement flows exist to move someone toward a specific action, not to maintain contact frequency for its own sake.
Measurement goes past the open rate
Opens have been unreliable since privacy protections started pre-fetching images. We measure clicks, replies, and revenue, and we say plainly where the data is soft.
The standard
What good looks like
- Authentication is correct and delivery is monitored, not assumed.
- Segments receive messages that make sense for where they actually are.
- Complaint and unsubscribe rates stay well inside platform tolerances.
- Reporting shows revenue and replies, not just opens.
- The list grows through consent rather than acquisition.
Common questions
Questions we are asked before starting
Is email marketing still worth it?
For an owned audience, it remains one of the few channels with no auction and no platform tax. The question is rarely whether email works — it is whether your sending infrastructure and list quality let it.
Why are our open rates falling?
Partly because opens stopped being measurable in a reliable way once privacy features began pre-fetching tracking pixels. Falling opens are often a measurement artefact, not a performance one. Clicks and replies are the honest signals.
Do you use AI to write our emails?
We use it to draft and adapt at speed, and a person approves everything that sends. AI writes faster than it judges, and judgement is the part that protects your domain.
Can you fix our deliverability?
Usually. It generally comes down to authentication records, list hygiene, and sending patterns. We audit all three before recommending anything.
What about cold email?
That is a different service with different rules and different risks — see Cold Lead Generation. Mixing cold outreach into the domain that sends your customer email is how both stop arriving.
Let’s determine whether this is the right growth lever.
Tell us what the business is trying to achieve, what is currently limiting progress, and what has already been attempted.