As an agency, you probably know that margins are thinner than ever. You’re likely experiencing the pain first hand.
It’s a problem affecting the entire industry. In fact, recent studies have shown that the top 50 agencies in the UK are experiencing the lowest profit margins in over 7 years.
So how can you grow your own agency through these tough times?
In this post, we’ll help you understand what email marketing services you can offer clients, show you different ways to monetize them, and ultimately highlight how selling email marketing services can grow your agency.
Email marketing is a fantastic service to be offering your clients. It gets results for them, while helping generate revenue for you.
But what exactly can you offer your clients in the world of email marketing?
Let’s take a look at a few of the services your agency might be able to offer clients:
If you’re like most agencies, you primarily work with small businesses in your local area. These people are experts at what they do, but might not exactly know a lot about email marketing strategy.
This is where you can help. As a digital expert, you can help your clients:
As an agency, you likely have a lot of technical expertise in-house.
This expertise allows you to offer setup & integration services that help your clients get set up on their email marketing platform of choice.
This could include:
Using the agency features built into email tools like Campaign Monitor, you can actually offer your clients a reliable email marketing tool. You simply rebrand the product, set it up on your own domain (I.e. email.myagency.com) and provide it to clients as if it’s your own email marketing tool.
Each client gets their own login that allows them to manage their lists, send campaigns and view reports by themselves (if they so desire), and you get a customized agency interface that enables you to manage all your clients accounts in one place.
When it comes to billing, you have multiple options that allow you to work with your clients however you choose. Agencies using Campaign Monitor can pay for the tool themselves and bill clients independently, or can choose to add a markup to the base prices and let our billing system handle everything on your behalf, including transferring the profits from your clients campaigns into your bank account each month.
One of the benefits of email marketing over other marketing mediums is that businesses can deliver messages and offers to their subscribers complete with their branding, beautiful imagery, prominent calls to action and more.
To help make creating these campaigns easy for end users, email tools like Campaign Monitor allow the creation of branded templates that end users can simply drag and drop content into.
Using the technical expertise and design prowess agencies like yours have in-house, you can design and develop beautiful email templates that your clients can simply drop content into and send out.
Despite how easy email marketing tools like Campaign Monitor make it to create & send an email campaign, there are still going to be a number of clients who prefer to get you to do it for them.
This is a great opportunity for your agency to provide valuable services to your clients. You can take their campaign ideas and content and turn them into beautiful, on-brand email campaigns ready to be sent to subscribers.
You can even send test campaigns to your clients for free to get their approval before sending it out to their subscriber lists.
One of the biggest benefits of email is how measurable it is.
For every campaign you send, you can see how many people opened it, how many people clicked, and even drill down to the exact parts of your email campaign people interacted with.This is incredibly valuable information, and you can feed it back to your clients after each campaign you send to show just how much value your agency’s email marketing services are contributing.
These days, the best businesses are moving beyond just sending one-off campaigns and starting to look at creating automated email workflows that send campaigns to the right people at the right time.
You can help your clients make the most of email automation by developing a number of automated email workflows for them. Some ideas include:
With the necessary design and technical skills in-house, your agency is in a great position to offer email marketing services that can help grow your client’s revenue.
But how do you charge for these services so you can increase revenue and grow your agency as well?
There are a number of models through which you can charge your clients for email marketing services. The right one will depend on your business and how you generally prefer to work with clients, but some ideas include:
Usually best for bespoke email marketing work, you can charge your clients your standard hourly rate to do things like gather and upload their email lists, integrate their website or CRM, design & develop a template, etc.
Usually best for clients who will want to send their campaigns themselves but just need help getting started, you can offer a setup package that includes gathering and uploading their email list, building their template, and training them how to use the email marketing tool to send campaigns.
These setup packages are usually charged on a flat rate and start at around $1000 depending on where the email list needs to be pulled from, what kind of templates they require, etc.
A great option to offer clients who want to grow their business through email marketing, but don’t feel they have the time or knowledge to do it themselves.
This kind of offering usually includes setting up their account (gathering and uploading their list, building a template, etc) but then also creating and sending campaigns on their behalf and reporting back on the results.
This kind of full service offering is most commonly charged as a monthly fee based on the number of campaigns being sent, and is a great way to secure your agency some reliable recurring revenue that you can depend on.
Offering email marketing services as part of your agencies broader offering is a win for both your clients and your agency.
The incredible effectiveness of email marketing will help drive sales & revenue for your clients, and the extra, ongoing revenue generated from providing email services will help you grow your agency.