The basic setup includes various aspects of email marketing, such as onboarding: ESP evaluation, migration, strategy creation & implementation, basic integration, email deliverability, list cleaning, audience segmentation, opt-in management, copy & template production, etc. and basic lifecycle flows.  These components are important for email marketing and ultimately increasing conversions and ROI. The basic lifecycle flows setup covers the vital stages of their lifecycle journey from welcome series and pop-ups to post-purchase and bounce-back emails. The full basic setup takes 3 months.