What Makes a Great Email Marketing Agency in 2023 [Full Guide]

Written by

Bogdan Mihalache


September 1, 2021

What Makes a Great Email Marketing Agency in 2023 [Full Guide]

In the digital landscape of 2023, email marketing continues to hold immense importance for businesses looking to engage, convert, and retain their target audience. As one of the most effective and cost-efficient marketing channels, email marketing offers a plethora of opportunities for brands to reach their customers directly and drive meaningful interactions.

At Email Kong we're all about delivering top-notch email marketing services. We're so passionate about it that we decided to put together this handy guide just for you. We want to share our expertise and help you navigate the world of email marketing with ease.

In today's digital age, where attention spans are shorter than ever, it's crucial to stand out from the crowd. That's where our team of email marketing experts comes in. We know the ins and outs of creating captivating email campaigns that grab attention, spark interest, and inspire action.

Services Offered By Top Email Marketing Agencies

email marketing on mobile phone

Top email marketing agencies offer a comprehensive range of services to cater to the diverse needs of businesses in 2023.

These agencies specialize in delivering expert solutions that maximize the potential of email marketing campaigns. Let's explore the key services provided by these agencies:

Email Marketing Strategy

email marketing strategy

These agencies develop strategic email marketing plans tailored to the unique objectives and target audience of each business. They analyze data, segment audiences, and devise customized strategies to optimize open rates, click-through rates, and conversions.

Email Marketing Campaigns

email marketing campaigns

Top agencies excel in designing and executing effective email marketing campaigns that captivate audiences and drive engagement. They create compelling content, captivating visuals, and impactful calls-to-action to generate desired responses from subscribers.

Marketing Automation

Marketing automation

Top email marketing agencies leverage marketing automation tools and workflows to streamline campaign management. They automate repetitive tasks, such as email scheduling, segmentation, and personalization, enabling businesses to deliver timely, relevant messages to their subscribers.

Email Service Providers & Deliverability

email deliverability

These agencies collaborate with reliable email service providers to ensure seamless email deliverability and improve inbox placement rates. They have expertise in managing sender reputation, optimizing email templates for different devices, and adhering to industry best practices.

Email Templates

email template

Top email marketing agencies provide professionally designed email templates that are visually appealing, responsive, and optimized for different devices. These templates help businesses create consistent and visually stunning email communications without the need for extensive design resources.

Email Marketing Campaign Management

email campaign management

These agencies take care of end-to-end campaign management, including email list management, segmentation, scheduling, and tracking. They ensure smooth execution, timely delivery, and continuous optimization of email campaigns.

SMS Marketing

SMS Marketing

In addition to email marketing, top agencies offer a comprehensive range of services that extend beyond just emails. One such service is SMS marketing, a powerful tool that enables direct communication with customers through text messages. With SMS marketing, businesses can deliver concise, impactful messages for promotions, alerts, and customer engagement, further enhancing their marketing efforts.

SMS marketing is particularly effective for time-sensitive offers, event reminders, and personalized notifications. By leveraging the power of text messages, businesses can reach customers instantly, as text messages are often opened and read within minutes of receipt. This immediacy allows for timely communication, ensuring that important messages are delivered and acted upon promptly.

Dedicated Expertise: Advantages of working with a dedicated email marketing agency vs. a full-service agency

email marketing services

Digital marketing agencies specialize in delivering more than just email marketing: web development, social media marketing, and content marketing.

A full-service marketing agency will provide you with end-to-end solutions that will cover most digital marketing services.

If you want your ecommerce to get help on all areas of digital marketing, then we suggest partnering with a full-service digital marketing agency. They will leverage their extensive expertise in digital marketing, web development, social media marketing, and content marketing to create a holistic strategy that drives success for your ecommerce brand.

What we would suggest is to focus on a dedicated email marketing agency. Their team of experts understands the intricacies of successful email marketing campaigns. They go beyond traditional email marketing by offering automated email marketing campaigns that engage and convert your target audience. They also leverage the power of automation, ensuring that your messages are delivered at the right time, to the right people, with personalized content that drives action.

Dedicated agencies take pride in being the best email marketing agencies in the industry. They have a track record of success with ecommerce companies and understand the unique challenges and opportunities that ecommerce brands face.

They will tailor your strategies to meet your specific needs. Whether you're looking to increase sales, build customer loyalty, or drive repeat purchases, their comprehensive email marketing services have got you covered.

However, if you're looking for specific email marketing help, you should get in touch with a dedicated email marketing agency. Here are the advantages of working with a dedicated email marketing agency vs. a full-service agency.

Specialized Expertise

A dedicated email marketing agency focuses solely on email marketing. They have deep knowledge and specialized expertise in crafting effective email campaigns, optimizing deliverability, and maximizing engagement. Their laser-focused approach allows them to stay on top of the latest trends and best practices in the email marketing realm.

In-depth Email Marketing Services

With a dedicated email marketing agency, you can expect a comprehensive range of services that revolve specifically around email marketing. They offer tailored solutions to meet your unique needs, from designing attention-grabbing email templates to developing strategic email marketing strategies and implementing advanced marketing automation techniques.

Unmatched Email Deliverability

Email deliverability plays a crucial role in the success of your email campaigns. A dedicated email marketing agency has a deep understanding of deliverability best practices, ensuring that your emails reach the intended recipients' inboxes effectively. They implement authentication protocols, monitor sender reputation, and optimize email content to maximize deliverability rates.

Proven Track Record

A dedicated email marketing agency often has a proven track record of success in driving results through email campaigns. They have a portfolio of successful campaigns and satisfied clients, showcasing their ability to generate high open rates, click-through rates, and conversions. Their expertise and experience speak for themselves.

Customized Strategies and Personalized Approach

By partnering with a dedicated email marketing agency, you can expect personalized attention and customized strategies. They take the time to understand your business, target audience, and goals, allowing them to develop tailored email marketing strategies that resonate with your specific audience and drive desired outcomes.

Agility and Adaptability

A dedicated email marketing agency will be agile and adaptable. They stay up-to-date with the evolving email marketing landscape, ensuring that your campaigns are aligned with the latest trends and technologies. They quickly adapt strategies, test new approaches, and refine campaigns based on data and analytics, maximizing your ROI.

Ensuring high email deliverability rates and inbox placement

email deliverability

When it comes to email marketing, ensuring high deliverability rates and inbox placement is paramount for the success of your campaigns. Let's explore the strategies and best practices that top email marketing agencies employ to maximize email deliverability and ensure your messages land in the recipients' inboxes.

Sender Reputation Management

An email marketing agency will understand the importance of maintaining a strong sender reputation. They implement authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) to establish credibility and trust with internet service providers (ISPs).

Optimize Email Content

Email marketing agencies are well-versed in crafting optimized email content that adheres to best practices and guidelines set by ISPs. They ensure that emails are properly formatted, avoiding spam-triggering elements and excessive use of promotional language. By adhering to content standards, they enhance the chances of inbox placement.

List Hygiene and Management

Effective list management is crucial for maintaining high deliverability rates. Email marketing agencies employ list hygiene practices, such as removing inactive or bouncing email addresses, managing unsubscribe requests promptly, and implementing double opt-in processes to ensure engaged subscribers. By keeping your list clean and engaged, they minimize the risk of being marked as spam.

Monitoring and Analytics

A top email marketing agency will employ advanced tools to monitor and analyze key deliverability metrics. They closely track bounce rates, spam complaints, and email engagement to identify potential deliverability issues and take proactive measures to address them promptly. By continuously monitoring and optimizing campaigns, they maximize deliverability rates.

ISP Relations and Whitelisting

An email marketing agency will establish strong relationships with ISPs and email service providers (ESPs) to enhance deliverability. They follow ISP guidelines, proactively communicate with ISPs to address any issues, and work towards achieving whitelisting status, ensuring that your emails have a higher chance of reaching the intended inboxes.

Deliverability Testing and Optimization

Agencies perform rigorous testing across different email clients and devices to ensure optimal deliverability. They conduct tests for spam filters, rendering issues, and overall performance. By identifying and resolving potential deliverability obstacles, they enhance the chances of inbox placement for your emails.

Continuous Adaptation to Industry Changes

Email marketing agencies stay updated with the ever-changing email deliverability landscape. They proactively adapt to changes in ISP algorithms, anti-spam measures, and industry regulations to ensure your campaigns remain compliant and deliverable. Their vigilance and adaptability help maintain high deliverability rates in the face of evolving email ecosystem.

Leveraging the best tools for improved performance

To achieve optimal performance in your marketing efforts, it's crucial to leverage the right tools and technologies. Let's explore how top email marketing agencies utilize various tool categories to enhance performance and drive results across different marketing channels.

Email Marketing Tools

klaviyo email marketing agency

These tools play a pivotal role in executing effective email campaigns. They offer features like email template builders, automation workflows, A/B testing capabilities, and advanced personalization options. By leveraging these tools, agencies can create visually appealing emails, automate campaign workflows, and optimize email content for maximum engagement and conversions.

SMS Marketing Tools

SMS marketing agency

In addition to email marketing, agencies harness the power of SMS marketing tools to reach customers directly through text messages. These tools facilitate personalized messaging, automated SMS workflows, and campaign tracking, allowing businesses to engage their audience effectively and drive desired actions.

Push Notification Tools

reviews & loyalty tools email marketing

Push notification tools enable agencies to deliver real-time messages to subscribers via web browsers and mobile devices. These tools offer segmentation capabilities, automated triggers, and personalized messaging options, ensuring that businesses can reach their audience even when they're not actively engaging with email or SMS.

Reviews & Loyalty Tools

anaytics & reporting email marketing

Agencies understand the importance of building customer loyalty and encouraging positive reviews. Reviews and loyalty tools enable businesses to gather customer feedback, incentivize loyalty, and manage customer relationships effectively. By leveraging these tools, agencies can enhance customer satisfaction, brand advocacy, and overall business growth.

Analytics & Reporting Tools

Data-driven decision-making is key to improving marketing performance. Analytics and reporting tools provide valuable insights into email open rates, click-through rates, customer behavior, and campaign performance. These tools enable agencies to measure results, identify areas for improvement, and make data-backed decisions to optimize future campaigns.

Landing Page Optimization Tools

recharge subscriptions email marketing

Landing pages are crucial for converting email and SMS recipients into customers. Landing page optimization tools help agencies design and test landing pages, create persuasive call-to-actions, and track conversion rates. These tools ensure that businesses can provide a seamless and optimized user experience, leading to higher conversion rates.

Subscription Management Tools

Managing subscriber lists and preferences is essential for effective email and SMS marketing. Subscription management tools enable agencies to handle subscriptions, segment audiences, and facilitate preferences management. These tools ensure compliance with data privacy regulations and help businesses deliver relevant content to their subscribers.

Upsell Tools

one click upsell shopify

Upselling is an effective strategy for increasing customer value. Upsell tools enable agencies to identify upsell opportunities, automate upsell workflows, and deliver targeted offers to customers. By leveraging these tools, agencies can enhance revenue generation and customer lifetime value.

By harnessing the power of these various tool categories, top email marketing agencies can optimize performance across multiple marketing channels. They select the best tools based on specific campaign objectives, audience preferences, and industry best practices. With the right tools at their disposal, agencies maximize efficiency, deliver personalized experiences, and drive tangible results for businesses.

Characteristics of a great service email marketing agency

email marketing agency office

When it comes to choosing an email marketing agency, certain characteristics can make a significant difference in the success of your campaigns. Look for an agency that embodies the following qualities:

Digital Strategy Expertise & Digital Marketing Services Experience

A great email marketing agency understands the broader digital landscape and can align your email marketing efforts with your overall digital strategy. They integrate email marketing seamlessly with other channels, such as search engine optimization (SEO), web design, and app marketing, to create a cohesive and impactful digital presence.

Focus on Small and Midmarket Businesses

Look for an agency that specializes in serving small and midmarket businesses. These agencies understand the unique challenges and objectives of businesses like yours and can tailor their strategies to help you achieve your specific goals.

E-commerce Company Experience

If you operate an e-commerce company, seek an agency with expertise in e-commerce email marketing. They should have a deep understanding of the e-commerce industry, including responsive email templates that are optimized for various devices and can drive conversions.

Alignment with Business Objectives: A great email marketing agency aligns their efforts with your business objectives. They take the time to understand your goals, target market, and brand identity to create email campaigns that resonate with your audience and drive the desired outcomes.

Targeted and Drip Campaigns

Look for an agency that excels in crafting targeted campaigns and drip campaigns. They should have the ability to segment your audience based on demographics, behaviors, and preferences, allowing for highly personalized and relevant messaging that increases engagement and conversions.

Emphasis on Company Values

An email marketing agency that values transparency, integrity, and collaboration can be a valuable partner for your business. They should align with your company values, providing a seamless working relationship and ensuring that your brand's voice and values are consistently reflected in your email marketing efforts.

Specialization and Expertise

Seek an agency that specializes in email marketing rather than one that offers it as one of many services. Their specialized expertise ensures a deep understanding of the intricacies of email marketing, including best practices, email service providers, and email marketing software.

Comprehensive Service Offerings

A great email marketing agency offers a wide range of services beyond just email marketing. They should provide additional marketing services such as content marketing, search engine optimization (SEO), campaign management, and marketing automation. This comprehensive approach ensures that your marketing efforts are integrated and cohesive.

Focus on Email Marketing Solutions

Look for an agency that goes beyond basic email campaign execution. They should actively seek opportunities to develop innovative email solutions, leveraging their expertise to optimize deliverability, engagement, and overall email marketing performance.

Results-Oriented Approach

A top email marketing agency is driven by results. They employ data-driven strategies, closely monitor email marketing efforts, and provide regular reporting on key metrics. Their goal is to continuously improve campaign performance and deliver measurable outcomes aligned with your marketing strategy.

By considering these characteristics, you can find a great email marketing agency that not only meets your immediate needs but also becomes a long-term partner in achieving your marketing objectives. Remember to choose an agency with expertise in digital marketing, a strong focus on email marketing, and a track record of success working with top email marketing companies.

FAQs about email marketing

FAQs about email marketing

What does an email marketing agency do?

An email marketing agency specializes in creating and implementing email marketing campaigns for businesses. They help businesses build and manage email subscriber lists, design engaging email templates, create compelling email content, and strategize targeted email campaigns. They also monitor email deliverability, track key metrics, and provide analysis to optimize campaign performance.

How much does it cost to have an email marketing agency?

The cost of hiring an email marketing agency can vary depending on factors such as the scope of services, the size of your email list, the complexity of your campaigns, and the agency's expertise. Pricing models can range from monthly retainers to per-campaign or per-email pricing. It's best to consult with different agencies and discuss your specific requirements to get accurate cost estimates.

Is email marketing legal in the UK?

Yes, email marketing is legal in the UK, but it must comply with the General Data Protection Regulation (GDPR) and the Privacy and Electronic Communications Regulations (PECR). These regulations outline rules regarding obtaining consent, providing opt-out options, and handling personal data. It's essential for businesses to ensure they have proper consent and adhere to these regulations when conducting email marketing activities in the UK.

Does email marketing worth it?

Yes, email marketing is still a highly effective and valuable marketing strategy. It offers a direct and personalized way to communicate with your audience, build relationships, and drive conversions. Email marketing allows businesses to reach a targeted audience, nurture leads, and generate repeat business. When executed properly with compelling content and strategic planning, email marketing can deliver a high return on investment (ROI) and contribute to the overall success of a marketing campaign.

What do email agencies do?

Email agencies provide specialized services related to email marketing. They help businesses develop email marketing strategies, create engaging email content, design visually appealing templates, manage email lists, implement marketing automation, optimize deliverability rates, track and analyze campaign performance, and provide strategic recommendations to improve results. Email agencies serve as trusted partners, leveraging their expertise to maximize the effectiveness of email marketing efforts.

How much does an email agency cost?

The cost of hiring an email agency can vary based on factors such as the scope of services, the complexity of campaigns, the size of the email list, and the agency's level of expertise. Pricing models can range from monthly retainers to project-based or hourly rates. It's best to consult with different agencies and discuss your specific requirements to get accurate cost estimates tailored to your needs.

Is an email marketing agency profitable?

An email marketing agency can be profitable if it successfully delivers value to its clients and effectively manages its operations. By offering high-quality services, demonstrating expertise in email marketing strategies, and delivering measurable results, an agency can attract clients and build a profitable business. However, profitability depends on various factors, including client acquisition, service pricing, operational efficiency, and client retention.

How do I get a company email for marketing?

To get a company email for marketing, you can follow these steps:

  1. Choose a domain: Register a domain name that represents your company's brand.
  2. Select an email service provider (ESP): Choose an ESP that suits your needs and offers business email hosting services.
  3. Set up email accounts: Configure email accounts using your chosen ESP. Create accounts with email addresses that align with your company's brand or department names.
  4. Customize email settings: Set up email signatures, configure spam filters, and customize email settings according to your marketing requirements.
  5. Integrate with marketing tools: Integrate your email accounts with marketing tools, such as customer relationship management (CRM) systems or marketing automation platforms, to streamline your marketing efforts.

Which brand does the best email marketing?

Several brands excel in email marketing. The effectiveness of email marketing campaigns depends on various factors, including industry, and target audience.

However, some well-known brands recognized for their successful email marketing include Airbnb, Sephora, Spotify, and Amazon. These brands consistently deliver personalized, engaging, and relevant email content to their subscribers, resulting in high open rates, click-through rates, and conversions. Ultimately, the best email marketing campaigns are tailored to the specific audience and objectives of each brand.