Hiring An Agency To Do Email Marketing

May 3, 2007 – 4:02 pm

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Email marketing is incredibly effective, when done right. And one of the ways you can ensure you have it done right is by hiring an agency who specializes in email marketing. But the only way you can succeed is by being a good client.

People think that the success of their campaign hinges on an agency’s skills, technology and quality, Harpointner said, but the truth is, there’s one more variable that’s just as important. “You’re not going to have a good campaign unless you do everything in your power to be a good client,” he said. “Being a bad client is one of the primary reasons we see failures.”

So what does it take to be a good client? First, he said, companies must designate a primary contact as a go-between. That person will own the project and make sure the agency has everything it needs to create a great campaign, including graphics, logos, content and direction. The person will work with the agency to set realistic expectations and do pre- and post-campaign analysis. They will also help secure and grow a good house list.

“Companies often come to us with bad lists or no list at all,” he said. “We need someone who can work in the offline world to create an effective, clean list. Sometimes that means including postcards with invoices, putting signage into a storefront or physical location, or asking salespeople to prompt their prospects to sign up for their marketing messages. We often tell our customers that one of the best places to build your list is in the offline world.”

Food for thought. Sometimes the increased cost can be worth the money.

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