Interview with Wei Tan, Co-Founder of Email Marketing Agency, The Orchard Agency

This is the first interview we have conducted with another agency owner. This interview is designed to be helpful for clients and agency owners alike and provides insights into what it's like being an entrenched expert in email marketing and marketing automation.

We discuss why email marketing is still the only platform companies actually own, true omnichannel automation and generative AI in creative, and as Wei reminds us "Brands that don’t invest in email often don’t realise how much revenue they’re leaving on the table."

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CXA: Today we're sitting down with Wei Tan, co-founder of The Orchard Agency. Hi Wei, thanks for doing this interview with us.

Firstly, perhaps if you can tell us a bit about The Orchard Agency, what the business specialises in, and how the agency got its name?

Wei: Thanks for having me! We started The Orchard Agency 15 years ago with the goal of helping businesses get the most out of their email marketing. 

We built The Orchard Agency to be different: a platform-agnostic email marketing agency that helps brands maximise their existing platform or transition to one that fuels growth.

When we started, dedicated email agencies were rare in Australia - we might have even been the first! Email is such a powerful marketing tool, but it was often overlooked. We saw an opportunity to help brands use it more strategically - for lead nurturing, customer retention, and revenue growth.

Our name reflects our philosophy: like an orchard, a thriving email program needs care and nurturing. We work as an extension of our clients’ teams, cultivating engaged audiences, optimising performance, and driving long-term success.

CXA: The Orchard has obviously seen a lot of technology and marketing trends change since it was founded 15 years ago, and The Orchard has always stuck to its guns on email. Why do you think email has been so consistent for businesses? 

Wei: We’ve stuck with email because, quite simply, it works. 

It’s one of the few marketing channels where people actually expect and accept marketing content - provided they’ve opted in, of course. That’s a huge advantage over other channels where brands are often seen as interrupting (or rather, disrupting) someone’s experience. Because of that, email consistently delivers stronger conversion rates compared to both other traditional and digital channels.

CXA: Email can sometimes feel like an unsung hero. You mentioned email was or is sometimes 'overlooked', why do you think that is?

Wei: As for why email feels like an unsung hero, I think it’s because no one “owns” it. Unlike other proprietary platforms like Meta, Google, or TikTok - where there’s always a company pushing the channel forward for its interests - email is open, decentralised, and doesn’t belong to any one company.

That means it doesn’t get the same hype, but at the same time, it also means brands have full control over their audience and data without worrying about algorithm changes or pay-to-play restrictions. 

It might not be the flashiest channel, but it’s a powerhouse when done right.

CXA: Never been tempted to look further afield and expand the agency into other areas?

Wei: I’d be lying if I said we’ve never considered it. Over the years, based on the quality of our work, we’ve had plenty of clients ask if we do “this” or “that”. But we always come back to our core mission: helping brands build and execute best-in-class email marketing programs. 

Rather than spreading ourselves thin, we’ve stayed focused on what we do best - and that’s been a big part of our success.

That being said, email naturally intersects with other areas like CRM, lead generation, nurturing, and landing page optimisation, so we do cover some aspects beyond just email. But it’s always through the lens of how it supports and strengthens email performance rather than chasing every new marketing trend.

CXA: The Orchard Agency is a Platinum Partner of Klaviyo, what are your thoughts on Klaviyo's foray into B2C CRM?

Wei: Klaviyo has been going from strength to strength, and a big part of that comes from its roots as a CDP (Customer Data Platform). 

Traditionally, the kind of data access and segmentation Klaviyo offers has only been available through high-cost enterprise-level platforms - basically, large organisations with large budgets. Now, businesses of all sizes can tap into powerful analytics and automation without the hefty price tag of legacy Marketing Automation tools.

What makes Klaviyo’s approach to B2C CRM so compelling is how seamlessly it integrates with eCommerce platforms like Shopify, BigCommerce, and WooCommerce.

Instead of brands needing IT teams to build complex, bespoke integrations, they can get up and running quickly - freeing up more time to focus on marketing and growth rather than backend setup. 

"That kind of feedback is always incredibly rewarding"
- Wei Tan, Co-Founder, The Orchard Agency.

CXA: What's a moment with a client that's made you the proudest?

Wei: Over the years, we’ve had the privilege of working with some of the most recognised household brands, including international ones. 

One of our proudest moments was hearing from a client “how good we made them look” among their overseas counterparts after their colleagues praised the campaigns they (we) were executing - comparing it favourably to what their overseas colleagues were producing themselves.

In fact, we’ve even been told in some instances that some of the Australian brands we work with were putting other regions’ efforts to shame! That kind of feedback is always incredibly rewarding, and it’s a testament to the quality of work we strive to deliver.

CXA: That's quite the compliment, congratulations. What a great feeling to be helping regional teams get praise from an overseas head office. So, given The Orchard Agency is so experienced in email marketing, where do you see marketing automation heading?

Wei: It’s an exciting time for marketing automation. Platform providers like Klaviyo - particularly in the eCommerce space - are leading the way by making sophisticated automation tools more accessible and affordable. As a result, other providers will need to keep evolving to stay competitive, which ultimately benefits both marketers and businesses.

In terms of trends, one of the biggest shifts we’re seeing is the move towards true omnichannel automation. 

Businesses no longer want fragmented marketing efforts - email, SMS, push notifications, and chat all need to work seamlessly together rather than being siloed from one another to create more cohesive customer journeys. The more advanced automation platforms are making it easier to deliver a unified brand experience, no matter what touchpoint a customer interacts with.

At the same time, data privacy regulations are forcing brands to rethink how they collect and use data. With the decline of third-party cookies, businesses need to shift their focus to zero- and first-party data acquisition. This will help engage customers more effectively to build stronger relationships and improve targeting. Marketing automation will play a key role in helping brands leverage this data ethically and effectively to drive smarter, more personalised campaigns.

CXA: A lot of tech companies are promising the world to marketers, what are your thoughts on generative AI creative?

Wei: Currently, we feel that creative that is 100% AI derived isn’t quite there yet. 

While it’s already proving useful in areas like content ideation, automation, and efficiency, the reality is that it’s not a silver bullet for marketing creativity - at least, not yet.

When it comes to brand storytelling, deep audience insights, and strategic creativity, AI still falls short. The best marketing doesn’t just deliver information - it connects, persuades, and engages on a human level. That requires nuance, brand understanding, and emotional intelligence, which AI struggles to replicate.

Another big consideration is differentiation. If brands all start relying on AI-generated content, we risk a flood of same-same, formulaic marketing that lacks originality. The real opportunity lies in using AI as a tool to support human creativity - not replace it. The best results will come from blending AI’s efficiency with human expertise, ensuring that content remains unique, brand-aligned, and genuinely engaging.

So, while AI is an exciting evolution in marketing, it’s not about handing over the reins completely - it’s about knowing when and how to use it effectively to enhance, rather than replace, great creative work.

CXA: Tell us about an industry you're really excited about and why.

Wei: We’re really excited about the professional services industry, particularly sectors like medical professionals, consultants, and other service-based businesses.

As we’ve mentioned before, sophisticated marketing automation tools have never been more accessible. Businesses of all sizes can now leverage these platforms to streamline lead generation, nurture prospects, and manage their client pipeline more efficiently.

For service-based businesses, this is a game-changer. Many of these businesses -especially small or sole operators - are extremely time-poor.

Their focus is on delivering their services, not manually managing marketing, follow-ups, and client communications. Marketing automation provides a way to connect with potential clients, qualify leads, and ensure consistent communication - without overwhelming business owners with extra workload.

We see a huge opportunity in helping these industries implement smarter automation strategies that allow them to scale and grow without sacrificing time on the front lines of their business.

CXA: What's your hot take on email and digital marketing?

Wei: If engagement is strong, don’t be afraid to increase send frequency. A lot of marketers assume anything beyond a weekly email is too much, but that’s not always the case. We’ve worked with brands that email daily, even multiple times per day, with great results. What made the difference with with those brands is that they all delivered great content that their subscribers wanted to receive.

Frequency only becomes a problem when emails lack value. If your audience is actively engaging, opening, and clicking through, that’s a sign they want more, not less. Instead of defaulting to a “less is more” approach, brands should test frequency, monitor engagement metrics, and adapt accordingly.

At the end of the day, email isn’t about how often you send—it’s about how relevant and valuable your content is to your audience.

"Brands that don’t invest in email often don’t realise how much revenue they’re leaving on the table."
- Wei Tan, co-founder, The Orchard Agency

CXA: That's a great point about assumptions potentially getting in the way of opportunity. So let's play 'goldilocks' for a moment: You've been in email marketing for 15 years. On a goldilocks scale - not enough, too much and just right, do you see companies giving enough attention to email marketing?

Wei: I’d say email has come a long way in the past 15 years, thanks largely to the accessibility and affordability of advanced marketing automation tools. What was once reserved for large enterprises with deep pockets is now available to businesses of all sizes.

There’s still a big divide between brands that fully leverage email and those that underestimate its potential. Some companies do an incredible job with email marketing, using it as a primary revenue driver with data-driven customer journeys. Others, however, treat email as an afterthought.

A lot of this comes down to misplaced priorities. Many brands focus heavily on top-of-funnel channels like SEO, Paid Media, and Social. Brands that don’t invest in email often don’t realise how much revenue they’re leaving on the table.

So, if we’re talking Goldilocks, I’d say some brands are getting it just right, but too many are still in the ‘not enough’ category - either because they’re unaware of what’s possible or they’re not using email to its full potential.

CXA: Talk to anyone who may be skeptical for just a moment, can getting email marketing right really shift the needle for businesses? If so, how do you know?

Wei: 

email marketing is one of the most powerful and profitable channels available to businesses today. When done right, it’s not just a tool for engagement; it’s a revenue-driving machine.

Here’s the reality: people want personalisation. They might complain about irrelevant ads or intrusive marketing, but when a brand delivers meaningful, personalised content, engagement skyrockets. In fact, a 2021 McKinsey study found that 71% of consumers expect personalised interactions, and 76% feel frustrated when they don’t get them.

Email marketing, when powered by a strong marketing automation platform and a well-structured CRM/CDP, enables precise personalisation and targeting at scale—something no other digital channel does as effectively.

We’ve seen this first-hand with a high-end skincare brand we work with. By integrating a skin goal questionnaire into their email nurture sequence, we collected zero-party data that allowed us to create highly personalised recommendations. The subscribers who completed the questionnaire spent 37% more on average than those who didn’t, repeat purchase frequency improved 17% and they experienced a 13% increase in online revenue, all from a simple yet effective data-driven approach.

That’s the power of strategic email marketing. It’s not just about sending emails - it’s about using data and being strategic to deliver the right message, to the right person, at the right time. I said it earlier, but it's worth repeating: brands that ignore email are leaving money on the table.

CXA: Those stats certainly are impressive, congratulations to you and the client. Who would have thought a 13% increase in overall revenue could come from getting email right? Incredible stuff.

But Wei, unfortunately that's all we have time for today, thanks for being with us, where can people find you and The Orchard Agency?

Wei: Thanks for having me, it's been really fun. Vist our website www.theorchardagency.com.au or find me on LinkedIn.

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