The Banyan operating system
Most agencies improvise and call it bespoke. We run the same six stages on every account, in the same order, because the order is the point — you fix the expensive gaps before the easy ones.
The scarce part
There is no shortage of people who can build a welcome flow. Production is a commodity — it has been for years, and the price reflects that.
What's scarce is someone who can look at your order data and tell you, with a number attached, which part of the customer journey is costing you the most and what it's worth to fix. That judgement is the thing you're actually buying.
Everything downstream — the copy, the design, the segmentation, the sends — is how that judgement gets delivered. Which is why we won't write a single email until stages one and two are done. It looks slower for three weeks. It isn't.
The output is visible. The judgement behind it is the product.
The IMPACT method
Run in sequence on every engagement. Each stage produces something concrete you keep, whether or not the relationship continues.
We start in your data, not in a template.
Order history, cohort behaviour, repeat-purchase curves, list health, deliverability. Before we recommend anything we establish what a customer is actually worth to you and where that value is leaking. Most engagements find revenue in the first week that nobody knew was missing.
Every journey a customer can take, drawn and priced.
We map the full lifecycle — entry points, decision moments, stall points, exits — and attach a number to each stage. That map becomes the build order. We fix the expensive gaps first, not the easy ones.
The part that can't be automated.
Conversion copywriting is the practice this agency was built on. We find your brand's actual voice, then write to the specific hesitation standing between a subscriber and a purchase. Benefits over pitches, empathy over urgency, storytelling over discount codes.
Flows that run the business while you sleep.
The core sequences every ecommerce brand needs, built properly and segmented hard — plus the ones specific to how your customers actually buy. Flows have consistently made up the majority of attributed revenue for our clients.
A calendar with a thesis behind it.
Campaigns tied to your merchandising plan, your margin, and your inventory — not to whatever holiday is nearest. Segmented so your best customers stop getting the same email as someone who's never bought.
Compounding, documented, permanent.
Structured tests with real hypotheses and enough volume to mean something. Every finding gets written down, so month twelve is built on eleven months of evidence rather than eleven months of guessing.
Evidence replaces opinion.
Fixed method. Custom build order.
The sequence keeps opinion out of the room. We diagnose the value leak, price the opportunity, and only then decide what needs to be written, designed, or automated.
Find your highest-value gap ↗The first ninety days
No theatre. No mystery. A clear sequence from diagnosis to a system that keeps getting smarter.
Thirty minutes. We look at your account together, name the three biggest gaps, and tell you what they're worth. You leave with something useful whether or not we work together.
We go into your data — cohorts, repeat-purchase curves, list health, deliverability — and build the lifecycle map with a number attached to every stage.
Flows first, in the order the map says they're worth. Copy, design, segmentation, QA. The expensive gaps get closed before the easy ones.
Campaigns tied to your merchandising plan, a structured testing programme, and monthly reporting against revenue. Every finding is documented so the account keeps getting smarter.
Operating boundaries
Every one of these is a shortcut that produces a good-looking month and a worse year. Your email report goes up every month — and shortcuts are how the lifecycle problem got there.
Talk to us ↗It's the fastest way to hit a monthly target and the fastest way to train your list to never pay full price. If the only lever an agency pulls is percentage off, they're spending your margin to make their report look good.
Blasting everyone is how deliverability dies and how your best customers start ignoring you. If a segment doesn't have a reason to receive a message, they don't receive it.
Apple Mail Privacy Protection made the open rate close to meaningless in 2021, and it's been quoted in agency decks ever since. We report on revenue, revenue per recipient, and what changed against last month.
Anyone quoting you a guaranteed percentage lift on a sales call is guessing. We'll give you a range after the audit, based on your list size, margin, and repeat-purchase curve.
If the problem is really acquisition, product, or pricing, more email won't fix it. We'll tell you on the first call and point you at someone who can help.