What is a fully managed email marketing agency?

  • December 15, 2014

Some of the questions we are asked include: what exactly is an agency?; what does fully managed email marketing mean?; why would I use it when I have an IT team and I can send the emails myself? This article examines these questions, and explains why some people choose to use a fully managed service through an email marketing agency.

It’s these sorts of questions we, as a digital agency, often hear. We understand that the underlying question often actually is: Isn’t it just paying for someone to do email marketing the same way as I could do it myself?

We are happy to say that answer to that final question is a resounding no.

By using an agency or fully managed email service provider, like Jarrang, you’ll get a far more detailed and better service than if you chose a self service provider or tried to do your email marketing in house.

Email marketing tends to fall into three options:

Option 1: In house email marketing

In the world of email, there are numerous options for email marketing which start with your in house system. In our eyes, trying to do email marketing in house from your own server this is not a good option.

Your in house set up (no matter how good your IT guy is), is likely to be not robust enough to deal with the high volume sends of email marketing campaigns.

In our experience, using an in house system for email marketing also rarely does your brand justice. It’s difficult to track and monitor, and takes a large amount of time, especially considering the returns you will see.

Option 2: Self service provider

The next step up is a self service provider. Generally, in email marketing, if you choose a self service option you are likely to be knowledgeable about email marketing. You’ll need to have some html knowledge and technical ability, and you’ll need to have the time and the confidence to send out effective campaigns.

Self service email marketing is generally cheap, but making a decent return on the investment is not likely unless you have a high level of knowledge about how to make those campaigns truly effective.

Email is such a valuable tool for increasing revenue. If your campaign isn’t working, will you be able to immediately see why, with self service? Will you be instinctively able to make the changes required to boost deliverability? If you want email marketing to be the best it can possibly be, then you may consider using a fully managed service through a digital marketing agency.

Option 3: Fully managed agency

A fully managed agency is designed to take those pains of self service away. Fully managed means just that, the agency will manage every aspect of your campaign: from content to scheduling, design, layout, mobile optimization, delivery, and finally reporting to improve the campaign for next time.

So what are the 4 main benefits of using a fully managed agency?

Price. Even if you’re confident you can manage your email marketing in house, internal resources cost money too.

Put a value on your time and then see how long it takes you to plan and execute your campaigns. That cost soon adds up.

Expertise. You are no doubt great at marketing, but no one can be a specialist in everything. When you work with an agency specialising in email marketing, you know you’re working with experts – they’re immersed in it every day.

Expertise could be as simple as knowing when to schedule your campaigns, or as complex as data analysis, either way you don’t have to worry. You can concentrate on what you do best and leave the agency to do what they do best.

Support. How many times have you looked at your calendar and realised your email should have been sent two days ago? With a fully managed service you know that your schedule will be maintained, it will probably be written, designed and scheduled for you. The results will be reported back, with suggestions on how to improve response for next time. Not only are your emails on time, they’re also effective and the best they can possibly be.

Ownership and management. An agency knows that if they don’t perform, their clients won’t be happy. Having unhappy clients is far from being acceptable, so any agency would take your project and give it the full attention it deserves.

Often when you’re spinning all your plates getting an email campaign ready, and then asking the IT Department to help you out, a plate inevitably gets dropped.

You’re almost guaranteed that won’t happen with a fully managed service.

In conclusion

Opting for a fully managed service might, to the uninitiated, seem expensive or unnecessary. But, if you really look at the advantages, using one will result in better quality campaigns, better returns and fewer unnecessary headaches. If email marketing is an important part of your business, can you afford not to use a fully managed service?

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CEO & founder of CNet Marketing, and is also the founder of a very successful international web hosting company "www.BabilooHost.com" has 14 years of experience in web services industry, a Leading Fully Managed Email Maketing Solutions "www.inteliMails.com" and Online Marketing Agency "www.CNetMarketing.com".

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