How to Choose an Email Marketing Agency 

Written by Andriy Boychuk, CEO of Flowium, a top 50 email marketing agency in the world.

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While there are a plethora of options available to organizations in the current email marketing vendor market, not all of them possess the necessary experience and expertise. Nevertheless, it’s an important step for businesses to entrust an agency with managing their marketing campaigns, so the choice has to be thought-through properly. If you don’t know where to start and what to look for, I’ll help you with some tips gathered from the experience of working in the field. I will do my best to cover how to choose an email marketing agency for ecommerce brands and others. 

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When to Hire an Email Marketing Agency? 

First, businesses need to realize on time that they need the services of an email marketing company. As they say, “The acknowledgement of the problem is the beginning of a solution”. When you understand that you don’t have time, resources, or ability to manage your promotions, it means you need help from someone more qualified to do it. Here are the most common situations that businesses of different fields can come across that signify their need for professional email marketing services. 

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- Your business has gained momentum, and you lack the time to build an internal team. 

- You prefer to outsource your email marketing channels to save costs and leverage external expertise instead of maintaining an in-house team. 

- You hit a plateau with your email marketing channel and nothing you do seems to help. 

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Choosing an Email Marketing Agency 

I own and have been running an email marketing agency, Flowium, since 2017. Throughout my journey, I have encountered numerous objections as to why some people do not want to work with agencies or have had negative experiences in the past. I also have seen how other businesses operate and may try to hide or mislead information. To help you with the task without falling in the trap of low-quality services, I will share what you should look for and what you should disregard when choosing an agency. 

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How to Choose an Email Marketing Agency 

Here is a list of things you need to consider and questions you need to ask when choosing marketing agencies. As a general rule of thumb, narrow down your selection to 2–5 agencies. Choosing a higher number may take longer. Once you have your final contestants, gather information from them on the following points and compare them. 

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1. Specialization 

Key Question: Does the agency specialize in the expertise you need?

The saying goes, "Jack of all trades, master of none." Larger agencies with 250+ employees may have specialized departments, but smaller agencies with fewer than 100 employees need a clear focus to avoid spreading themselves too thin. 

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2. Audit 

Key Question: Do they offer a free or paid audit? 

Whether it's free or paid, an audit is essential. We offer free email marketing audits, which have been highly beneficial for our clients. Even if it's a paid audit, I recommend getting one before committing to a project. It shows their expertise and provides a clear list of what they can improve. 

This way, you'll see their plan of action and can hold them accountable for the results. 

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3. Price 

Key Question: Is the cost of their services in your price range? 

Price is often a key factor in purchasing decisions, but value or ROI can differ. For example, paying $100 to get $120 back vs. paying $500 to get $900. While the second option costs more, it offers a higher return. When reviewing prices, understand what you're getting. 

If an agency offers multiple services, ask for a separate cost for email marketing to avoid price shifting to other services like media buying, which may be harder to evaluate. 

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4. Contract or Money-Back Guarantee 

Key Question: Do they require signing a contract and provide guarantees? 

Concluding a contract is your main guarantee that all the agreed upon services will be carried out for your project. Make sure the agency provides this type of written agreement and a project requirements document. 

● Long-Term Contracts 

If an agency requires a long-term contract, request a test period or an exit clause without penalties in the first 30 days to ensure they deliver on promises. If they refuse, it’s a red flag. Testing the service before committing is essential. 

● Month-to-Month Contracts 

For month-to-month contracts, ask about a money-back guarantee. Our agency, for example, offers a 30-day money-back guarantee. Since 2017, we’ve only issued one refund, but it helps ensure the right partnership. 

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5. Dedicated Team 

Key Question: Does the agency provide you with a dedicated team that will work exclusively on your project?

It is preferable to choose an agency that assigns a dedicated team to your brand. This ensures that the team becomes familiar with your products and processes, leading to better synergy and a stronger partnership. 

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6. Agency Size and Structure 

Key Question: How big is the company in terms of employee count, and what is their organizational structure? 

I strongly recommend working with established agencies, as this reduces the risk of delays in service delivery caused by staff turnover or absences due to illness. 

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7. Outsourcing vs in-house employment: 

Key Question: Does the agency outsource work to other contractors or agencies? 

I strongly recommend working only with agencies that have an in-house team. This ensures better results and more effective communication. 

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8. ESP Certification 

Key Question: Do they have an ESP certification? 

It's crucial to check if the agency is certified in the email marketing tool you use. When partnering with a Klaviyo agency, ensure they have the necessary certifications. Certified experts have in-depth knowledge of the platform's features and best practices, allowing them to create effective, customized campaigns. Certification also ensures they're up-to-date with the latest trends and strategies, providing top-tier service and results. 

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9. Reviews 

Key Question: Do they have reviews on Google and other review resources? 

Reviews have become the new currency of trust, and they play a key role in selecting an email marketing agency. It's easy to check reviews online—just search the company name with "reviews" or look at the right sidebar in Google for ratings. You can also use resources like Clutch, GoodFirms, Gartner, and others to find out what clients think about working with your chosen agency. 

For example, Flowium is an email marketing agency with great reviews.

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10. References and Testimonials 

Key Question: Can they provide references or testimonials from existing or previous clients? 

For a well-established agency, this should not be a problem. Asking for client references allows you to gain insights into their work and the satisfaction of their clients. It’s a good practice to request references to ensure you’re partnering with a reliable and reputable agency. 

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11. Expertise 

Key Question: Is the agency an industry expert?

To assess this, Google the company and check for signs like industry-related content or conference invitations. Choose an agency with a competitive edge that stays current with industry trends, as their expertise is key to your business growth. 

Also, check if they have a strong social presence and demonstrate knowledge through platforms like YouTube, Instagram, and Twitter. 

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12. Case Studies 

Key Question: Does the email marketing agency have relevant case studies in your industry? 

Additionally, reviewing samples of their work can be helpful to see examples of the emails they have created. In the case studies, you can also clearly see projects these agencies worked on and the results of their work. 

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Choose an Email Marketing Company Wisely 

I always recommend not hurrying with the decision when it comes to choosing the best agency for email marketing. After all, the success of your promotions depends on whether you delegate this responsibility to a professional vendor or an amateur who’ll waste your time and money. Check all the available information about your agency of choice, communicate with their managers to be sure that they have expertise and are on the same wavelength with you in terms of work ethics and values.