Email marketing consultancy for purpose-driven brands
Great acquisition gets people in. We help teams think about what happens next…
Most teams treat email like a series of one-offs. A newsletter here. A campaign there.
The result isn’t just underperforming emails. It’s last-minute decisions, messy data, and teams who don’t feel confident explaining why they’re sending anything at all.
If email feels busy but not strategic, you’re not doing anything wrong. You’re just missing the clarity that comes from treating email as a system, not a scramble.
Maybe Later is an email marketing consultancy for purpose-driven organisations.
We help teams stop guessing and start making confident, evidence-led decisions about email, so it supports their wider fundraising, engagement, or client work instead of sitting alongside it.
When email isn’t strategic, it becomes reactive
When email doesn’t have a clear strategy behind it, it quickly turns into something you respond to rather than lead.
Creating newsletters become an uninspiring job that teams quietly loathe, because they’re a beast to create. Why? Because you either feel you have nothing “newsworthy”, or other departments accidentally treat it as a dumping ground.
Campaigns are pulled together at the last minute. Data exists, but no one quite trusts it enough to use it properly.
Email marketing isn’t meant to feel like this. Let’s change it…
Treat email as a system, not a series of sends
Email works best when it’s treated as a connected system rather than a collection of individual messages.
When teams understand what happens after someone signs up, and before the next big ask, email becomes a way to learn what’s working, build trust over time, and make better decisions across the wider programme.
That’s where journey-thinking comes in. We combine email strategy, supporter or client journeys, and data insight to help teams see what’s really happening and decide what to do next with confidence.
If you’re wondering whether we’re right for you
You probably don’t need more big promises. This is the bit that explains how we work, what tends to change for teams, and who we’re best suited to helping.
Open it if you want to know what working together actually looks like.
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We don’t start with assumptions, best practice, or what other organisations are doing. We start by getting clear on what’s actually happening in your email, using your data, your journeys, and the reality of how decisions are made internally.
Our role is to help teams slow things down just enough to see what matters, make sense of the evidence in front of them, and decide what to do next with confidence.
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Most teams come to us feeling a bit stuck.
They often dread sending newsletters, feel unsure about what their data is telling them, and find that email has become something they’re reacting to rather than leading.
What changes isn’t just performance. Teams leave with clarity, a shared understanding of their audiences, and the confidence to test ideas, learn from results, and explain their decisions internally.
That confidence doesn’t come from being given a script. It comes from finally understanding how their email programme fits into their organisation’s bigger picture.
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We work best with purpose-driven teams who know their email could be doing more, but don’t want to default to guesswork or quick fixes.
Our clients are often in the middle of delivery. They’re juggling campaigns, data, and competing priorities across fundraising, comms, and digital teams. Email is important, but it doesn’t always feel as clear or strategic as it should.
You’ll likely be a good fit if:
you want email to support your wider fundraising or engagement programme, not sit alongside it
you’re ready to move beyond broadcast newsletters and one-off sends
you want to understand what your data is really telling you and use it to make better decisions
you’re looking for a practical partner who brings clarity, structure, and evidence, not just a rep
Working with Alex at Maybe Later has been genuinely transformational for how effective our marketing is. Our marketing is now a wheel that turns people towards inquiring about our services. We’re in control of how quickly that wheel turns, so that if we have quieter months we can change our marketing to get more enquiries, and in busier months keep people warm until we have capacity. It's really exciting to be able to predict what's going to land and what's going to create customer action. Working with Alex is the best investment we’ve made at Fireside Fundraising.
Andy King, Fireside Fundraising
What Clients are Saying
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The Experience Edit
The newsletter for marketers who want their content to actually drive action — not just fill a calendar.
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