We get it; working with an agency takes money, time, and a willingness to take risks, and it’s not for every business. If you’re deliberating working with an agency on your email marketing, the following are some questions you should ask yourself.
1. What kind of email revenue, and return on my spend, am I looking for? For some businesses, working with an email agency is simply cost prohibitive. If your average order value is really low as is your number of customers, and/or your sales cycle is suuuper long, it may not be the right fit for you. Don’t know? We’ll give you an honest assessment. If we don’t believe we can get you a minimum of 5X your spend on email in email-driven revenue, we won’t encourage a partnership.
2. How much time does email marketing take me right now? Ideal email agency clients fall into one of two buckets for this. The first is that email would be extremely valuable to their businesses, but they barely have any time to dedicate to email marketing and simply aren’t getting many emails out. Those emails that do go out are simply designed with repetitive content. The second is that email is taking up an extraordinary amount of time and resources, and you’d be better off partnering with an agency to free up some time.
3. How innovative are my campaign ideas? My email designs? One of the major benefits of working with an agency is that lots of ideation that comes from them. At Longstreet, we suggest monthly content calendars full of campaign ideas, including new automations to implement and promotions to run for different customer segments. On the design side, the benefit of working with an agency is their team of creative resources. Multiple designers are putting their heads together to come up with the best-looking, most eye-catching email designs for you that are at the forefront of the email design world.
4. How do I measure success of my email campaigns? Do you have a super grasp of your nitty-gritty email analytics, and are you segmenting your customers to optimize and personalize content for them? That’s certainly an advantage to working with an agency, and it also has applications outside of email, allowing you to nail down your customer targeting through PPC and social media.
5. How’s my deliverability? Are your open rates and click rates through the roof? If so, you may not need an agency to optimize your email results. If they’re lagging behind industry standards or dropping off, an agency can perform deliverability audits and learn how to increase your campaign results.
Thinking about hiring an email agency? Get in touch with the best one here.