15 Questions to ask your Email Marketer (before you hire them).

When DIY Doesn’t Cut It Anymore

There comes that broken moment in every business owner's journey when you realize you simply can't do everything yourself. Maybe it happens when you're still sending emails at 11pm. Perhaps it's when you see your open rates sagging like month-old lettuce. Or (for most of my clients), it’s when you realise you’ve ghosted your email audience for half the year. 

“I’ll get round to it eventually” is not a business strategy. 

You also know that your email list is a valuable resource - as is your reputation. It’s time to hire someone who will treat it with respect. Use my questions below to sort the wheat from the chaff, so you end up with an email system that works.

Know What You Need (Before You Start Looking)

Email marketers come in more varieties than Cornish cider. For example:

• The VA who sorts out your database and handles the replies
• The copywriter who crafts your message and landing pages
• The strategist who designs entire customer journeys
• The full-package expert who handles everything, including sales attribution*
  
  *someone like me. I’m not for the fainthearted.

Each person comes with different skills and (importantly) different price tags. Before you start interviewing, get clear on exactly what tasks they need to do and what skill level you want to pay for.Start With Their Technical Expertise

1. Do They Know Your Email System Inside and Out?

Ask if they're familiar with your specific platform, whether it's Klaviyo, HubSpot, Mailchimp, or another system. Many platforms offer certifications; Klaviyo has their partnership program, HubSpot requires yearly exams, and Mailchimp offers a marketing certificate.

Don't just take their word for it; ask for proof.

2. Can They Show Real Results?

Certifications are nice, but results are nicer. Can you candidate provide:

• Case studies
• References you can actually contact
• Examples of work for similar businesses

Note: It’s normal in an industry to ask for NDA’s, making it tricky for marketers to provide specific results. You are likely to get percentage increases rather than detailed numbers.

3. How Do They Measure Email Marketing Success?

This is the litmus test for a good marketer and the answer should go beyond "open rates and clicks" (though those are a good start). Listen for mention of:

• Revenue growth metrics
• Customer retention strategies
• Lifetime value calculations
• List health monitoring

Remember: There are only three ways email can grow your business:

1. Increasing your audience size
2. Increasing the amount each customer spends
3. Increasing the number of purchases

Your email marketer should understand all three and have a strategy to do so for your business.

Ask Process Questions

4. What's Their Sign-off Process?

Unlike social media posts that can be edited or deleted, once an email is sent, it's GONE. You can’t revoke or change it.

Make sure they have a solid approval process that includes:

• Multiple pairs of eyes on every email
• Spelling and grammar checks
• Link testing
• Compliance verification

Every brand makes mistakes (even the big ones) and they are mostly forgiven, if you follow up and correct it quickly. Have a plan in place for that scenario.

5. Do They Understand Legal Requirements?

Your email marketer needs to understand data protection laws like:

• GDPR (European Union)
• CAN-SPAM (United States)
• CASL (Canada)
• And similar regulations worldwide

As a good rule of thumb, if they comply with both EU and US requirements, they're probably covered for most global regulations. But don't assume – especially if you're hiring someone from another country!

6. How Do They Handle Copywriting?

Are they writing the emails, or are you? If they're handling the copy, ask:

• For samples of previous work
• How they'll capture your brand voice
• What research they do before writing
• Their process for understanding your audience

Remember: Email copy is the make-or-break element of your campaigns. Even the most sophisticated automation strategy falls flat with boring, generic copy. For intense campaigns, adding a copywriter into the mix can be worth their weight in gold and speeds up the process.

7. What's Their Approach to Email Segmentation?

If your list has more than 5,000 subscribers and you're not segmenting, you're leaving money on the table. At 10,000+ subscribers, a lack of segmentation is close to email marketing malpractice. 

Ask how they segment lists based on:

• Demographics
• Purchase behaviour
• Engagement levels
• Customer journey stage

8. How Do They Handle Split Testing?

A good email marketer lights up about testing - it’s an easy way for them to showcase their skills. Ask them:

• What elements they typically test
• How they determine statistical significance
• What their testing strategy looks like
• How they implement winning variations

Dive into Strategy

9. What's Their Deal on Automation?

Anyone can set up a basic welcome series, but what about:

• Abandoned cart sequences
• Post-purchase follow-ups
• Re-engagement campaigns for inactive subscribers
• Customer win-back sequences
• Birthday/anniversary automations

Also ask about their strategy for archiving inactive subscribers - they are one of your list’s money drains.

10. How Do They Handle Personalization?

Personalization goes way beyond "Hey {First Name}!" Ask about:

• How they use zero-party data (information customers directly share)
• Their approach to behavioural targeting
• How they leverage purchase history
• What happens when someone doesn't open emails for a while
• What happens when someone opens EVERY email (hello, VIP!)

11. Can They Multi-Channel?

Email doesn't exist in a vacuum. Can they integrate your email marketing with:

• SMS marketing
• Social media campaigns
• Direct mail
• Ad retargeting
• Website personalization

A truly skilled email marketer gets obsessed with seamless customer journeys the connect across the web, phone and in-person. 

Finish With The Practical Questions

12. Where Are They Based?

This isn't about nationality – it's about time zones. If you're in New York and they're in Sydney, someone's going to be on a very inconvenient call schedule.

Consider:

• How real-time your email needs are
• How often you'll need to collaborate
• What time zone overlap you require

13. What's Their Long-Term Strategy Approach?

Email marketing isn't a one-and-done tactic. Ask what a 6-12 month strategy might look like for your business. Listen for mention of:

• List growth tactics
• Seasonal planning
• Customer journey development
• Progressive profiling strategies

The Culture-Fit Questions

14. Who Are Their Marketing Heroes?

This question does double duty:

1. It reveals whether they stay current with industry trends
2. It gives you insight into their marketing philosophy and values

If they can't name a single email marketing thought leader or their heroes are all from 2005, that's a red flag. 

15. How Do They Stay Current With Email Trends?

Email marketing evolves faster than fashion trends. Ask how they:

• Continue their education
• Test new strategies
• Stay informed about platform changes
• Adapt to shifting consumer behaviours

Most marketers have a touch of ‘shiny object syndrome’ and emailers are not immune from it. However, it’s one of the few channels backed up by cold, hard data making it easy to test assumptions.

 Don't Settle for "Good Enough" Email Marketing

The right email marketing expert won't just send emails – they'll generate revenue and fans for your business. They'll treat your list like the valuable asset it is while saving you precious time.

Don't choose based solely on price – choose someone you can work with, who will deliver the results your business deserves. They need to understand and be enthused by your product or service.

Level Up Your Marketing

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