Learn how to outsource email marketing for agencies. This guide walks you through what to look for, red flags to avoid, pricing tips, and how to find a team that actually gets results.
Email still pulls its weight when it comes to returns but making it work for your clients takes more than just sending a few newsletters. Between planning, writing, designing, and setting up automations, it can turn into a full-time job real fast.
If you’re running an agency, chances are your team’s already juggling multiple channels and deadlines. Email might get pushed aside or handled on the fly and that rarely delivers the results your clients expect.
Well, outsourcing can actually help with this. You may consider hiring a solid external team to handle the strategy, content, tech, and design side of things, so your agency stays focused on what it does best without stretching your in-house team too thin.
With no further ado, I made this guide to cover when it makes sense to outsource email marketing and what to look for in a good provider.
Why does outsourcing email marketing make sense for busy agencies?
Here’s why it can be a smart move for agencies juggling multiple clients and projects:
💡 You don’t have to hire an entire email team
Building an in-house email crew means recruiting, onboarding, and managing writers, designers, and technical folks. Let’s not even start on the cost. Outsourcing skips all of that. Suppose you need a Klaviyo expert, specifically, or a copywriter who actually knows how to write a decent subject line. In that case, you get access to those people without finding and keeping them on payroll.
💡 Agencies already have the good stuff and you just plug in
Many email marketing agencies come with access to expensive tools you’d probably never justify buying on your own such as automation platforms, advanced A/B testing software, spam testing, and design templates that are $300+ per month for every tool.
💡 It’s faster than building things from scratch
When you outsource, you get people who’ve already been through the learning curve. They’ve tested what works and what doesn’t across different industries, so they’re not guessing. That means quicker setups, fewer delays, and less time watching open rates crawl.
💡 Better performance, without obsessing over the details
A good partner will be watching what works and adjusting along the way. That might mean reworking a subject line if it flops, tweaking the send time, or creating smarter segments.
💡 You can grow without maxing out your team
Let’s say your agency just signed three new clients who want regular email campaigns. Do you pause everything else to figure that out or do you bring in outside help that can scale with you? Outsourcing lets you ramp up fast without hiring or stretching your team thin.
Signs it’s time to get email help from outside the agency
Outsourcing email isn’t always the right call but it can make a huge difference when the timing’s right. There are a few situations where bringing in email pros from outside your agency actually makes more sense than keeping it in-house.
👎 You’re swamped and email keeps getting pushed down the list
Scenario: You’ve promised monthly newsletters for three clients, but nobody’s touched Mailchimp in weeks. You’re too busy launching a big eCommerce site and that newsletter isn’t writing itself.
In this case, your team’s most likely already knee-deep in website builds, ad campaigns, or brand strategy work. Emails get written in a rush or skipped altogether. If you’re missing sends, pushing deadlines, or just can’t seem to carve out the time for a proper campaign, it might be time to hand it off.
👎 The results just aren’t there
Low open rates and clicks going nowhere is a bad combo where conversions feel like a lucky accident. An outside team can spot what’s not working and fix it fast with fresh tactics.
👎 Nobody on your team knows the tech well enough
Platforms like Klaviyo, HubSpot, and ActiveCampaign aren’t exactly plug-and-play for advanced functionality like segmentation or automation. If your team’s just scratching the surface, an outsourced team with tool-specific know-how can save you a ton of time and trial-and-error.
👎 You’re growing, but email needs to keep up
Landing new clients is great until you realize they all want email campaigns. If scaling your email services means hiring, training, and managing a whole new team, outsourcing might be the faster and less stressful option.
👎 The list exists… but nobody’s really using it
If your clients have email lists collecting dust or if every send goes to the entire list with zero targeting, you’re missing easy wins. A good email team will help you clean up, segment, and actually use that data.
👎 You’re piecing together expensive tools you’re not really using
An agency with a full setup could save you money and give you better output.
Finding the right email marketing partner (without the headache)
In this secton I will list a few things to consider on how to find the kind of partner that makes sense for your workload, your budget, and your goals.
✔️ Step 1: Nail down what you actually need help with
Start here. Before reaching out to anyone, you need to get clear on what kind of help would make a real difference.
Ask yourself, do you need a full-blown strategy or just someone to design and send? For example, a branding agency with zero email experience might need a partner to handle everything from planning flows to designing mobile-friendly templates. On the other hand, a content studio might just need a copywriter to keep things moving.
You can easily determine this if you ask the right questions:What are your main goals?: Are you trying to warm up cold leads, get better conversions for ecommerce clients, or make sure those monthly newsletters actually go out on time?
How much volume are we talking?: Weekly campaign emails for 3 clients is one thing. Automated onboarding sequences, monthly promotions, and abandoned cart flows for 10+ brands is a whole different ballgame.
What’s your budget?: Be honest about what you can spend and where it’s worth spending. A $500/month freelancer might do the trick for one client. But you’ll need a team that can grow with you when you’re scaling your agency’s email services.
✔️ Step 2: Pick the type of partner that fits your setup
Not every provider suits every agency. Some are great for a quick win, others are better for long-term collaboration.
💻 Freelancers
- Best for: One-off projects or low-volume needs
If you just need someone to design a few newsletter templates or write welcome emails for a new client, a freelancer can get the job done. Just keep in mind that they usually work solo, so don’t expect a full strategy or quick turnarounds during busy times.
🎯 Consultants
- Best for: Strategic audits or fixing what’s not working
Maybe your open rates have tanked or your list isn’t growing. If this is the case, consider hiring a consultant who can look under the hood and tell you what’s wrong. On the other hand, they’re probably not going to build the next 6-month campaign calendar for you.
🧩 Boutique Agencies
- Best for: Hands-on help with strategy and execution
If your agency wants to offer email marketing as a service but doesn’t want to hire a full team (an in-house team would be the better option in this case, but let’s say this option isn’t on the table yet), would be the better boutique agencies are often a sweet spot. They can design, write, schedule, and optimize, and they usually feel more like part of your team.
🏢 Full-Service Agencies
- Best for: Bigger brands and integrated campaigns
The scenario here is if you’re already juggling paid ads, SEO, and socials and want to tie everything together with smart email flows. Larger agencies bring more horsepower, of course, but they also come with bigger price tags and longer onboarding timelines. Make sure you actually need all the bells and whistles.
✔️ Step 3: Focus on partners who talk revenue, not just templates
If someone’s showing you email examples but can’t explain the results behind them, that’s a red flag.
Look for partners who ask about your sales funnel, talk through automations that improve retention, and show you how they measure impact, not just vanity metrics like open rate. For example, a good partner won’t just write a cart abandonment email but they’ll also test split timing, subject lines, and add dynamic content based on what’s in the cart.
✔️ Step 4: Make sure they can work with your existing tools
If you’ve already got platforms like Klaviyo, Mailchimp, HubSpot, or something more custom, don’t start from scratch. A strong email partner knows how to work inside your setup and improve what’s already there.
Let’s say you use Shopify for your eCommerce clients. Your email partner should know how to build flows triggered by purchase history or site behavior. Same goes if you’re using a CRM like ActiveCampaign for B2B clients. They should help you set up tags, triggers, and segmented campaigns based on lifecycle stages.
The goal here is to get more out of your tech stack.
✔️Step 5: Check their track record, not just their promises
Lots of agencies talk a good game. What really matters is what they’ve done for others.
Look for actual examples like case studies, before-and-after stats, and stories that sound like the challenges you’re dealing with. Did they help a retail brand lift sales through smarter automations? Have they worked with SaaS companies who needed help onboarding new users via email? The more relevant, the better.
Don’t skip the testimonials either. And if you can, ask to speak with a current or past client. It’s a good way to get a genuine take on what working with them is actually like, especially around deadlines, communication, and follow-through.
✔️ Step 6: Understand how pricing works (and what you’re getting)
Email marketing pricing is all over the place, so it helps to know how different models work and what’s baked into each one.
Some agencies charge monthly retainers. Others go per campaign or per project. And a few tie their fees to performance (for example, a cut of the revenue they help you earn). The structure that makes sense depends on how much you’re sending and what kind of results you’re after.
Some scenarios:
- A Shopify store owner might pay a boutique agency $3,000/month to plan, design, and send weekly promos, abandoned cart flows, and seasonal sales emails.
- A B2B company could hire an agency on a per-project basis. Let’s say, $7,500 for a new onboarding email series plus full Klaviyo setup.
- A startup on a budget might find a hybrid approach. For example, paying hourly for strategy and a flat fee per email send.
Whatever you choose, watch out for fuzzy scopes or overly vague promises. Ask what’s included: Will they handle segmentation? Reporting? A/B testing? How many rounds of design edits are allowed? Clear answers here prevent surprises later.
✔️ Step 7: Ask for a custom proposal, not a one-size-fits-all package
A good agency won’t just toss you a brochure and a price sheet. They’ll take time to understand your goals and personalize their approach.
Once you’ve shared your scope, budget, and priorities, ask each agency for a custom proposal. It should include:
- How they plan to handle your goals
- What’s included (how many emails, what kind of support, etc.)
- Timeline estimates
- Pricing
- How they’ll measure success
If the agency uses custom dashboards or proprietary tools, now’s the time to ask for a walkthrough. You’ll want to know how reporting works, what data you’ll get, and how their systems plug into your CRM or ecommerce setup.
✔️ Step 8: Don’t rush the contract stage
Once you’ve compared proposals and picked your favorite, slow down before you sign.
Read the agreement carefully. You’re looking for details on deliverables, timelines, revision rounds, and communication expectations. If something feels vague ( “strategy support as needed”), ask for clarification. Same goes for cancellation terms or scope creep clauses.
After all, a solid contract protects both sides and makes sure your email campaigns don’t get bogged down in miscommunication later.
Red flags to watch for when hiring an email agency
Before you sign with an agency, watch out for these signs that things might not go as planned.
🚩 They can’t explain why their strategy works
If all you’re hearing are vague promises about “boosting engagement” or “running smart campaigns”, that’s a red flag. You want an agency that can break down their thought process and explain how their plan lines up with your goals.
🚩 They talk metrics, but not money
Tracking open rates and click-throughs is standard, but if they never mention sales, conversions, or revenue, this may be an issue. Your email list should be making you money after all.
Ask for examples where their work helped drive purchases, sign-ups, or other actual results. If they shrug or pivot back to opens and unsubscribes, they’re missing the big picture.
🚩 They struggle with the tools you use
Every email platform has its quirks, and not every agency works with all of them. If you’re on Klaviyo, HubSpot, ActiveCampaign, or any other tool, make sure they know it well.
If they fumble basic questions or try to steer you toward switching platforms right away, they might be out of their depth or just more interested in selling you what they know than helping you use what you already have.
🚩 Communication is already sloppy
If it’s hard to get clear answers before you’ve even signed a contract, expect more of the same once work starts.
You’re not asking for hand-holding, but you do want clear, timely updates and a team that actually listens.
🚩 They’re cagey about results
An agency that’s proud of its work will want to show it off. If they can’t share specific outcomes they’ve delivered or give you a sample report, something may be off.
Ask to see what a typical performance report looks like. If they dodge the request or only show polished “win stories” with no data, they might not be tracking much at all.
And there you have it!
Finding the right email agency does take a little digging. The best partners won’t just send nice-looking emails. They’ll understand your goals, work with your tools, and bring ideas that actually move the needle, so take your time. Ask the awkward questions and pay attention to how they talk about strategy, results, and communication. If it feels like a good fit and their track record backs it up, you’re probably onto something.
And once you land on the right team? Email marketing gets a whole lot easier.
In the meantime, check for more new insights and inspiration in the blog, or jump straight into some of these articles I think you’ll be interested in: