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This project was delivered as part of a strategic collaboration with Your Comms Group, supporting businesses within the Art & Craft industry across the UK and other countries.
As Your Comms Group expanded into creative and handmade business sectors, they identified a clear operational gap. While their sales and account management teams were strong, they lacked the internal systems and dedicated resources required to execute large-scale outbound email marketing and structured lead generation campaigns for Art & Craft brands.
They weren’t looking for consultation.
They needed scalable execution.
Our objective was to build and manage a fully operational email marketing backend that would consistently generate qualified leads from Art & Craft businesses without interrupting their internal workflows.
The requirements were execution-focused, not creative-focused.
A fully managed 12-member team
Focused solely on lead generation and email marketing
Clear role allocation and accountability
Art & Craft businesses as the primary focus
Handmade brands, craft suppliers, workshops, creative studios
Location-based targeting
Clean, verified contact data
Multiple sending domains
Account warm-up process
Deliverability and sender reputation protection
Warm, engagement-qualified leads only
Structured handover to sales representatives
No cold, unfiltered lists
This project required strong backend infrastructure rather than creative storytelling.
Your Comms Group had:
Sales representatives
Account managers
But no consistent outbound system to generate leads within the Art & Craft sector.
Building internally would require:
Hiring outreach specialists
Tool stack setup
Deliverability testing
Data sourcing and validation
They chose outsourced execution for faster scalability.
Cold email campaigns fail when:
Domains are not warmed
Sending limits are exceeded
DNS records are misconfigured
Lists are poorly targeted
Protecting domain reputation was essential for long-term scalability.
Sending emails is simple.
Reaching the right creative business owners is not.
Data needed to be:
Industry-specific
Owner/founder-level targeted
Verified and updated
Categorised before outreach
We built a structured outbound email marketing backend designed to independently generate and qualify Art & Craft leads.
A 12-member team was structured across:
Data research & mining
Email infrastructure & warm-up
Campaign execution
Performance tracking
Each role operated independently to maintain quality and accountability.
We used industry research workflows and tools such as Snov.io for sourcing.
Initial focus:
Handmade product brands
Craft suppliers
Art studios and workshops
Online craft store owners
All leads were:
Verified
Cleaned
Categorised before campaign launch
We implemented a multi-domain strategy:
8–10 sending domains
2–4 email accounts per domain
Gradual warm-up over 4–6 weeks
Key actions:
DNS configuration
SPF, DKIM, DMARC setup
Controlled sending increases
Ongoing monitoring
This ensured:
Strong inbox placement
Domain health protection
Scalable outreach
Campaigns focused on:
Personalised outreach
Creative industry-specific messaging
Soft call-to-action
Value-driven communication
Leads were categorised by:
Opens
Clicks
Replies
Only engaged prospects were forwarded to sales.
The logic was simple:
Open + click → flagged
Direct reply → prioritised
Sales contacted only warm leads
No cold calling from raw lists.
No wasted sales time.
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