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CRM Optimisation

Review, test, evolve and grow. We find out what’s actually working, and keep improving it, instead of leaving it to quietly decay.
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You can't optimise what you're not honestly measuring

88% of senders can’t correctly tell the difference between delivery rate and deliverability rate.

That’s not a technicality, it means most teams genuinely don’t know whether their emails are reaching the inbox or quietly landing in spam.

Separately, 54% of marketers don’t have a comprehensive, regularly updated testing strategy, so decisions about subject lines, layout and creative get made on opinion, not evidence.

Symptoms show up as:

  • Sends going out with no real visibility of inbox placement, only whether the platform says they were “delivered”
  • Creative and layout decisions settled by whoever’s most senior in the room, not by a test
  • The odd one-off A/B test, with no consistent programme behind it
  • CRM performance reviewed rarely, if at all, so small problems go unnoticed until they’re big ones

Optimisation discipline rather than one-off fixes

Deliverability and creative optimisation aren’t one-off fixes, they’re disciplines.

Our Email Marketing Deliverability work starts with the metrics most teams are actually guessing at: authentication, sender reputation and real inbox placement, not just what your platform reports as “delivered,” so we know where a problem starts before it shows up in performance.

Our A/B Split Testing work runs on eFocus’s own Testing Framework, prioritising what’s worth testing, building a proper hypothesis, and capturing what’s learned so it doesn’t get retested by accident six months later.

Our Creative & Layout Optimisation work runs on our Communication Effectiveness Framework, scoring a communication across attention, value, effort and trust, not just whether it “looks nice.”

All of these give you an honest, evidenced view of what’s actually working.

Email Marketing Deliverability – getting your emails into the inbox, not just marked as sent, and knowing the difference.

CRM Health Check – an honest, evidenced review of what’s currently working, what isn’t, and why.

Creative & Layout Optimisation – scored against a proper framework, not a personal opinion on what looks good.

A/B Split Testing – a disciplined, ongoing testing programme, not the odd test run when someone remembers to.

What You'll Get When You Work With Us

  • Clarity on whether your emails are actually reaching the inbox, not just leaving your platform
  • Creative and layout decisions backed by a score, not a hunch
  • A testing programme that compounds learning instead of repeating the same test by accident
  • An honest health check you can act on, not a vanity report
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Client Success Stories

+400% enquiry increase through welcome journey optimisation

By redesigning the onboarding experience, improving journey sequencing and increasing lifecycle engagement at key decision points.

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+77% conversion uplift through lifecycle strategy refinement

By refining lifecycle messaging, segmentation and conversion journeys to better align with customer intent and behaviour.

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+69% click rate improvement through onboarding optimisation

By improving welcome journey content, personalisation and subscriber nurturing to increase early-stage engagement and action.

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Ready to optimise your campaigns?

Book a complimentary 30-minute strategy call and we’ll talk through your current situaton and where the biggest gaps are.

Book Your Strategy Call