You have been sending out newsletters for several years and you wonder if you are doing it the right way? Are you starting a new business and don't know where to start with e-mail marketing? Then you certainly need the advice of a specialist.
If you already send commercial e-mails on a regular basis, there is a good chance that you are already linked to a routing platform. These platforms often offer you advice on marketing, design, etc. in addition to the management of the technical aspects of e-mail marketing. If you are just starting out, you will certainly be faced with many choices. Which technical provider? To take an agency for the creation? How to build an opt-in database from scratch? Buy addresses or not?
This is where an e-mail marketing consultant can come in. Basically, you have three choices:
- The independent consultant;
- The agency consultant;
- The consultant at a router.
Here are some advantages/disadvantages in choosing one or the other type of e-mail marketing consultant. These are suggestions, you can obviously disagree with them or add others:
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The Independent Consultant:
- (+) The independent consultant will be able to advise you an agency, an e-mail address broker or a routing platform without being a stakeholder.
- (+) He's a true specialist in his field and is recognized for it. He can even be a specific expert in the creation of newsletter templates. deliverability specialist, …
- (+) He presents himself more as a partner, he must be available for a strong collaboration on the long term.
- (-) (+) He has a generalist view, which means that some very specific areas will undoubtedly require the intervention of other specialists.
- (-) If he works alone, he may not have enough time.
- (-) He will never be a consultant, it is not his job to manage your campaigns.
The agency consultant:
- (+) The agency already has a perfect command of your image, it probably knows you very well.
- (+) The technical and marketing skills of the agency go beyond the domain of e-mail marketing.
- (-) The agency is more likely to act as a vendor than a partner.
- (-) E-mail marketing is not the core business of an agency, check that it is specialized in this field.
Tips from your router:
- (+) He has a perfect technical command of the entire e-mail marketing chain.
- (+) If you are already a customer, he already knows your e-mail database very well.
- (+) He may be able to manage your campaign from A to Z (full service).
- (+) He has very interesting statistics from his other clients.
- (-) If your router has a platform that doesn't work for you, it's certainly not going to tell you to change it.
To conclude, I will quote this sentence read on the site Email Marketing Reports : buying-in help only makes sense if you're also ready to "...dismiss the 'email is easy/cheap' mindset and realize you need help to properly manage email marketing and ensure you don't hurt your brand or company by sending the wrong kinds of email."
