Perry Sheraw on Building Smarter Customer Journeys with Automation
When Perry Sheraw talks about email, she talks about results. At Flyp Nebulizer, her team at Duma Marketing built a system that returned an average of $26 for every automation email sent. For her, it demonstrated a simple point: email isn’t just a communication channel; it can be one of the most powerful revenue drivers a business may have.
From Journalism to Digital Strategy
Perry’s career did not begin in marketing. She started as a print journalist, then moved into executive leadership. The shift gave her skills that still shape her work today: writing clearly, thinking quickly, and handling pressure.
By 2002, she had launched her first email campaign and quickly realized the medium’s potential. Over the next two decades, she would move through roles that combined technical problem-solving with boardroom strategy. At one point, she served as Executive Vice President of a 300-person M&A firm, managing marketing, IT, and a 200-rep call center.
She also built custom CRMs before tools like HubSpot were on the market, and later became an early beta user of HubSpot itself. That mix of hands-on experience and strategic oversight now influences her approach at Duma.
The Launch of Duma Marketing
Duma Marketing exists to solve a recurring problem. Too often, email, SMS, and sales systems operate in silos, leaving potential revenue on the table. Perry and her team close those gaps by making sure technology and strategy actually work together effectively to drive results.
Her client base spans industries, but two stand out. E-commerce companies lean on Duma for stronger customer journeys and repeat engagement. Medical device brands depend on her deep knowledge of HIPAA-compliant marketing and business-to-physician outreach.
Real Results for Clients
The numbers behind Perry’s work tell the story best. At Flyp Nebulizer, a full-funnel automation plan supported both B2B and direct-to-consumer sales, returning an average of $26 for every email sent. This project also showcased Duma’s deep bench of Klaviyo expertise and its ability to optimize both Klaviyo and Shopify for stronger performance across the customer journey.
For The Good Feet Store, she developed a nationwide nurturing program covering 140 store locations. With 160 custom automations tailored by geography, local engagement increased, and stores saw more customers walking through their doors, improving sales over time.
At Rise Life Sciences, she rebuilt the abandoned cart process for Life Bloom Organics. The changes resulted in a significant increase in revenue while cutting back on heavy discounting. For Perry, it reinforced her view that automation is about smarter systems, not just more messages, and delivering better value for customers.
Writing the Book on Email Marketing
Perry is now putting her experience into a book. Her goal is straightforward: help businesses stop wasting resources on campaigns that don’t convert, and instead focus on systems that consistently yield positive results. The project reflects her mission to show how technology, when used well, can support both growth and better customer experiences, improving business efficiency.
A Career Built on Adaptability
Seventeen years of remote work from St. Croix, US Virgin Islands, have shaped her approach to business. She has raised a family while leading teams, implementing systems, and advising clients around the world. That mix of adaptability and technical skill has made her stand out in a field where many still struggle to connect strategy with execution.
The results remain the clearest proof. From strong returns per email at Flyp Nebulizer to a substantial increase in revenue at Life Bloom Organics, Perry demonstrates that marketing automation, done effectively, can be one of the most reliable growth engines a business can use.
