Email marketing is an efficient and powerful tool for businesses to connect with both current and potential clients, yet successful execution of such a campaign requires specialization and expertise – which is why an increasing number of organizations enlist professional email marketing agencies to meet their marketing objectives.
An email marketing agency is a collection of marketers that specialize in developing customized email solutions for brands and businesses. Their experienced professionals possess access to top tools necessary for crafting an email strategy tailored to each client’s individual needs and preferences.
Every email marketing agency provides their own set of services and strategies, such as full-service, platform-specific and boutique agencies. Full-service agencies specialize in list building, campaign development, automation and analytics reporting while also offering ongoing support and consulting.
Platform-specific email marketing agencies use an end-to-end platform to manage and implement an extensive email strategy. These firms typically offer an entire suite of services that can help your small business acquire leads, build customer databases, automate emails and integrate third-party software – ideal for small businesses that don’t wish to invest in expensive software or hire full-time staff members.
Boutique email marketing agencies specialize in developing customized email solutions tailored to each individual client. As these agencies tend to be smaller than full-service agencies, they offer more individualized service while working with fewer clients that allow them to maintain lasting relationships.
To maximize the efficacy of their email marketing campaigns, most agencies begin with list segmentation. This process allows them to divide subscribers based on demographics, interests and other data points gathered about each of them – which allows the agency to craft an email series tailored specifically to meet its objective.
Not only can an agency use personalized email campaigns, but they may also leverage a powerful call-to-action on their landing page – such as video or linking to free eBooks, white papers or product demos – with the aim of increasing traffic and conversions.
Selecting an email marketing agency is vital to the success of your business. Be sure that it fits well with both your budget and goals; find one with proven return-on-investment potential, and inquire as to any additional services or products they might provide.
Before selecting an email marketing agency, be sure to carefully compare pricing models. Competitive pricing must balance client needs with agency services provided. Flat-fee pricing works well when developing long-term relationships between agency and client while retainer pricing can provide effective consulting-type services.