Email Marketing Agencies – How They Impact Small Business

email agency worker

How an email agency can help or hinder your small business.

There are numerous email marketing agencies who will readily offer their services to your brand, either to run, or support, your email marketing campaigns. However, their effectiveness and usefulness to your business is something that is not consistent across the industry.

When at their best, email marketing agencies can propel your business to the next level. The worst can cause your brand significant issues.

So how can email marketing agencies help your company? What are both the good and bad aspects to consider?

The Good

Email Agencies Can Improve Results

The best agencies use experienced and qualified email marketing experts. They’ve been in the industry for several years and know what tactics, designs and content works best for which audience.

They also have skills you might not possess such as HTML coding, which can help you get more out of your email marketing campaigns.

They Save You Time

How valuable is your time? Could you be doing something that is more valuable to your business, like servicing clients while a professional takes over some of the other specialist tasks? Work out roughly what you earn per hour and how long it takes you to run a single campaign to see what the difference is in the valuation.

Better Analysis

While you might think about open rates and click through rates – you might not realise what statistics are best for which campaign. A professional email marketing agency can give you a proper run of results on your campaigns and provide you with a true assessment based on pre-determined and realistic goals.


Due to their experience and knowledge, a good email marketing agency should be able to give you the best advice. This can range from what offers you could make, to how you can create a good campaign for your audience over the long-term. This advice can be worth gold dust.

The Bad

Ruin Your Reputation

Email agencies can sometimes be less than reputable with their tactics. This is normally due to the fear of having to prove themselves on every campaign. They could convince you to buy email marketing lists or get your mail server blacklisted by sending too many emails in a short period.

You need to check your agency on their tactics and ask how long it will take to send out a set amount of emails. And you should never buy an email marketing list.


Some email marketing agencies are expensive, especially when you have a business that requires you to call your best responders and continue the sales process. Also, it’s likely you haven’t been too consistent recently in emailing your prospects. Therefore, the time from the start of your engagement with the agency to your first sales could be a few months.

You Lose Control

By outsourcing your email marketing, you will lose some control, even if you are actively involved in your email marketing campaigns. This can be frustrating, and at times, you might have emails that go in the wrong direction to what you were planning.

How To Mix The Two

Remember there can be positive aspects to hiring an email marketing agency. However, you might want to use an email marketing service like Fluttermail to send emails through, and ask an agency to design the email with your guidance.

This way you get the benefits of the agency, without any negative aspects. It is important you collaborate with your email agency and let them know what services you want to offer on which week, and the direction you want to go in.

By setting goals for your email campaigns you can better control the service and the results.

Do you use an email agency? What are the benefits for your business? What are the costs?

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Diana Koshedzhiyska April 25, 2017 at 1:07 pm

Interesting view on the topic. What email marketing and marketing automation agencies can do is much more than save time and give advice. They can build your whole lead generation and nurture strategy, plan funnels and content. It’s more than just writing emails and hitting the send button.

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