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:
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
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.
Certifications are nice, but results are nicer. Can you candidate provide:
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.
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:
Remember: There are only three ways email can grow your business:
Your email marketer should understand all three and have a strategy to do so for your business.
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:
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.
Your email marketer needs to understand data protection laws like:
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!
Are they writing the emails, or are you? If they're handling the copy, ask:
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.
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:
A good email marketer lights up about testing - it’s an easy way for them to showcase their skills. Ask them:
Anyone can set up a basic welcome series, but what about:
Also ask about their strategy for archiving inactive subscribers - they are one of your list’s money drains.
Personalization goes way beyond "Hey {First Name}!" Ask about:
Email doesn't exist in a vacuum. Can they integrate your email marketing with:
A truly skilled email marketer gets obsessed with seamless customer journeys the connect across the web, phone and in-person.
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:
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:
This question does double duty:
If they can't name a single email marketing thought leader or their heroes are all from 2005, that's a red flag.
Email marketing evolves faster than fashion trends. Ask how they:
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.
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.
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