How to Choose Email Marketing Companies: 10 Questions to Ask
Keith Kipkemboi
How to Choose Email Marketing Companies: 10 Questions to Ask
Strategic and Foundational Questions
1. What is your strategic process?
2. Can you show me examples of your work and results?
3. Who will I be working with?
Technical and Tactical Questions
4. How do you handle deliverability and list health?
5. What email marketing platforms do you specialize in?
6. What is your approach to segmentation and personalization?
Performance and Relationship Questions
7. How do you measure and report on success?
8. How do you charge for your services?
9. How will you collaborate with our team (and other agencies)?
10. Can I speak to some of your current or past clients?
Making Your Final Decision
References
How to Choose Email Marketing Companies: 10 Questions to Ask
Selecting an email marketing company or agency is a significant decision that can impact your growth. With so many options, how do you choose the right one? This guide provides 10 essential questions to ask before you hire. A key detail to discuss is their approach to fundamentals, like how long email subject lines should be. Once you've chosen a partner, you'll want to focus on building your email newsletter database.
Finding the right email marketing partner isn't just about who has the flashiest portfolio or the lowest prices. It's about finding a team that understands your business goals and has the expertise to help you reach them. Whether you're looking for fresh email marketing ideas or need help executing your existing strategy, asking the right questions upfront can save you time, money, and headaches down the road.
Strategic and Foundational Questions
Start with high-level questions to understand their overall approach and expertise.
1. What is your strategic process?
A good agency should have a defined process that goes beyond just sending emails. When you ask this question, you're looking for more than a vague answer about "creating great campaigns." You want specifics.
The best agencies will walk you through their approach step by step. They should start with research—understanding your audience, your competitors, and your current performance. Look for mentions of customer journey mapping. This shows they're thinking about how email fits into your broader marketing strategy, not just treating it as a standalone channel.
Data-driven strategy development is another green flag. If they talk about A/B testing frameworks, performance benchmarks, and iterative improvements, you're on the right track. An agency that says "we'll just see what works" probably doesn't have the systematic approach you need.
Ask them to explain how they'd approach your specific industry or challenge. Their answer will reveal whether they have a cookie-cutter approach or if they truly customize their strategy for each client. The right partner will be excited to dig into the unique aspects of your business.
2. Can you show me examples of your work and results?
This question separates the talkers from the doers. Any agency can promise amazing results, but not all can prove they've delivered them before.
When reviewing their portfolio, don't just look at the pretty designs. Sure, aesthetics matter, but what you really need to see are results. Ask for case studies that include specific metrics: open rates, click-through rates, conversion rates, and most importantly, revenue generated.
Pay special attention to work they've done for brands similar to yours. If you're a B2B SaaS company, seeing their work for e-commerce brands might not be as relevant. Industry experience matters because different sectors have different email marketing challenges and opportunities.
Don't be shy about asking for details. How long did it take to achieve those results? What was the starting point? What specific strategies drove the improvements? An agency proud of their work will be happy to share these details. If they're vague or evasive, that's a red flag.
3. Who will I be working with?
It's important to know who will be handling your account. Too many agencies use their A-team for the sales pitch, then hand you off to junior staff once you've signed the contract.
Ask to meet the actual team members who'll be working on your account. What's their experience level? How long have they been with the agency? What other accounts do they manage? You want to ensure your account won't be someone's training ground unless that's what you're paying for.
Understanding the team structure is crucial too. Will you have a dedicated account manager? Who's responsible for strategy versus execution? Who do you contact when issues arise? Clear communication lines prevent frustration later.
Also ask about team stability. High turnover at an agency means you'll constantly be bringing new people up to speed on your business. Look for agencies where team members stick around—it's usually a sign of a healthy work environment and consistent service quality.
Technical and Tactical Questions
Dive into the specifics of how they execute campaigns and manage the technical aspects of email marketing.
4. How do you handle deliverability and list health?
A top agency will have a proactive approach to monitoring deliverability, managing domain reputation, and cleaning email lists to ensure emails reach the inbox. This might sound like technical jargon, but it's actually one of the most important questions you can ask.
Think of deliverability as the foundation of your email house. Without it, nothing else matters. Your emails could be brilliant, but if they're landing in spam folders, nobody will see them. Professional email marketers should geek out a bit when you ask this question—it shows they take the technical side seriously.
They should talk about authentication protocols like SPF, DKIM, and DMARC. Don't worry if you don't know what these mean; just listen for whether they mention them. They should also discuss how they monitor sender reputation and what they do when issues arise.
List hygiene is another crucial topic. How often do they clean your list? What's their process for handling bounces and inactive subscribers? A good agency knows that a smaller, engaged list beats a large, unresponsive one every time. They should have clear protocols for maintaining list health over time.
5. What email marketing platforms do you specialize in?
Find out which tools they use and why. The platform question reveals a lot about an agency's approach and capabilities. Some agencies are platform-agnostic, while others specialize in specific tools.
There's no right or wrong answer here, but their response should make sense for your needs. If you're a small business, an agency that only works with enterprise-level platforms might not be the best fit. Conversely, if you need advanced automation and personalization, an agency that only knows basic tools won't cut it.
Ask why they prefer certain platforms. Their answer will show whether they've thought deeply about tool selection or just use what's familiar. The best agencies choose platforms based on client needs, not just their own preferences.
Also inquire about migration. If you're already using a platform, can they work with it? If they recommend switching, what's involved? How will they preserve your data and automation during the transition? These practical questions help you understand the real implications of working together.
6. What is your approach to segmentation and personalization?
A one-size-fits-all approach is a red flag. In today's email marketing landscape, generic blasts to your entire list just don't cut it anymore. Your agency should be excited to talk about how they'll slice and dice your audience for maximum relevance.
Good segmentation goes beyond basic demographics. They should discuss behavioral triggers, engagement levels, purchase history, and content preferences. Ask for specific examples of segmentation strategies they've implemented and the results they achieved.
Personalization is more than just inserting someone's first name in the subject line. Modern email marketing uses dynamic content, product recommendations, and triggered campaigns based on user behavior. Your agency should explain how they'll make each subscriber feel like you're speaking directly to them.
The key is finding the sweet spot between sophistication and practicality. Some agencies oversell complex personalization that's difficult to maintain. Others stick to basics when you need more. The right partner will recommend an approach that matches your resources and goals while leaving room to grow.
Performance and Relationship Questions
Focus on how they measure success and what the working relationship will look like.
7. How do you measure and report on success?
A strong agency focuses on business-impact metrics like conversion rate and revenue per recipient, not just vanity metrics like open rates. This question reveals whether they understand what really matters to your business.
Sure, open rates and click rates are important indicators. But if those clicks don't turn into customers or revenue, what's the point? The best agencies tie email performance directly to business outcomes. They should talk about attribution, customer lifetime value, and how email drives results across your entire marketing funnel.
Reporting frequency and format matter too. Will you get weekly updates or monthly deep dives? Are reports just data dumps, or do they include analysis and recommendations? Can you access real-time dashboards, or do you wait for scheduled reports? The right cadence depends on your needs, but you should know what to expect.
Ask to see sample reports. They should be clear, actionable, and focused on metrics that matter to you. If their reports are confusing or filled with jargon, imagine trying to explain them to your boss or board. Good agencies make complex data simple to understand and act upon.
8. How do you charge for your services?
Look for transparent pricing. Be wary of agencies that charge by the day, as this can become expensive. Understanding the investment and what it delivers helps you make an informed decision and avoid surprises.
Common pricing models include monthly retainers, project-based fees, and performance-based compensation. Each has pros and cons. Retainers provide predictable costs and ongoing support. Project fees work well for specific campaigns or one-time needs. Performance-based models align agency incentives with your success but can be complex to structure.
Don't just ask about the total cost. Understand what's included. Does the fee cover strategy only, or execution too? What about email design and copywriting? Are platform costs included or separate? How many emails or campaigns are included each month? What happens if you need more?
Be upfront about your budget. A good agency will tell you honestly whether they can deliver value within your constraints. If they promise the moon on a shoestring budget, be skeptical. Quality email marketing requires investment, but it should deliver clear ROI.
9. How will you collaborate with our team (and other agencies)?
Ensure they have a plan for clear communication and collaboration to integrate with your existing marketing efforts. Email marketing doesn't exist in a vacuum, and your agency needs to play well with others.
Start with internal collaboration. How will they work with your team? What do they need from you, and when? How much of your time will be required each week or month? The best agencies strike a balance—staying connected without becoming a burden on your schedule.
Communication preferences matter too. Do they prefer email, Slack, or regular video calls? How quickly do they typically respond to questions? What's their process for urgent issues? Mismatched communication styles can derail even the best partnerships.
If you work with other agencies or freelancers, integration becomes even more important. Your email agency should coordinate with your web developers, content creators, and other marketing partners. Ask how they've handled multi-agency relationships before. Look for agencies that see collaboration as an opportunity, not a hassle.
10. Can I speak to some of your current or past clients?
Asking for references is a great way to get an honest assessment of what it's like to work with the agency and the results they produce. Any agency confident in their work should happily provide references.
When you speak with references, go beyond surface-level questions. Ask about specific challenges and how the agency handled them. What surprised them about working together? What would they do differently? Would they hire the agency again?
Pay attention to how long clients typically stay with the agency. Long-term relationships suggest consistent value delivery. High turnover might indicate problems with service, results, or relationships. Ask references why they chose this agency initially and why they've stayed (or left).
Don't just talk to the success stories. If possible, speak with clients who faced challenges similar to yours. Their experiences will be most relevant to predicting your own success. And if an agency won't provide references? That's usually a sign to keep looking.
Making Your Final Decision
Choosing an email marketing company is about finding the right fit for your specific needs and goals. The questions above help you evaluate potential partners systematically, but trust your instincts too.
The best agency for you combines strategic thinking with tactical excellence. They should challenge your assumptions while respecting your expertise. They need technical skills but also the ability to explain complex concepts simply. Most importantly, they should be genuinely excited about helping your business grow through email marketing.
Take your time with this decision. The right email marketing partner can transform your results and make your job easier. The wrong one can waste time and money while damaging your sender reputation. Use these questions to guide your evaluation, and don't settle until you find an agency that checks all your boxes.
Remember, this is a partnership, not just a vendor relationship. The agency you choose will become an extension of your team. Make sure they're people you want to work with, not just impressive credentials on paper. When you find that combination of expertise, results, and cultural fit, you'll know you've found your email marketing partner.
References
Like this project
Posted Jun 20, 2025
Choosing the right email marketing partner is crucial. Use these 10 essential questions to evaluate email marketing companies and find the perfect fit for your business.
