Email marketing is the most rewarding platform as it gives the most ROI compared to other marketing channels ($44 on every $1 spent). For marketers, email marketing is the best way to build trust and increase sales.

But when you search for an email marketing service provider, you’ll get an endless number of choices. It can be tough to find a tool that fits your needs perfectly and flexible enough to meet the varying needs of each and every one of your clients- along with meeting your agency’s own business goals as well.

This article will guide you on how to choose the right email marketing tool for your agency.

Step 1: What will be your offering

The first step is to decide what exactly you want to offer to your clients. There are basically two offerings:

A: You’ll create and send campaigns on behalf of your clients

There are several clients or end customers who want their ESP (Email Service Provider) to manage their email marketing process wholly i.e. from beginning to end. The agency creates the strategy, design the emails, sends and provide campaign analytics.

Your client rarely use the tool itself, they just pay you and you have the whole control of your client’s account.

B: Provide an email tool to your clients

The second offering is limited to the initial setup and onboarding only. In this, the agency will provide the email marketing tool to its clients, perform the onboarding process and that’s it from their part. Now the client will manage their campaigns on a daily basis.

If you want to go for the second approach then you have to opt to white-label email marketing tool and rebrand it as your own.  

Step 2: Determine which features are important to you

Different tools have different features, you have to decide on the basis of features that which tool is the best fit for your agency’s and your clients’ goals.

So before you start your search and evaluation process, dot down the features you required in an email marketing tool.

To help you out, we are mentioning some of the common features an agency needs:  

A- White-labeling: Rebrand the email marketing tool as your own software. This lets you present the software as your own and your clients will never know the vendor who you actually purchased the product from.

B- Markup: This gives you the ability to set your own price. To earn profit agencies generally set the price above the actual cost they pay.

C- Managing multiple clients: To increase your productivity and stay efficient, you must manage all your clients from a single master account along with an individual view of each client’s activity.

D- API integration support: Third party integration/plug-ins improve your campaign performance by providing you features that are missing in your email marketing tool. Check whether your ESP has the API integration support feature.

E- Scalability: Does your ESP have the capability to grow with you? Does it support adding more users in your plan? Check how scalable your ESP is based on email volume, lists, etc.

Step 3: Choose a reliable vendor

Choose a vendor and a platform that is trustworthy because ultimately your client is using his product. If your vendor is unreliable or unstable, it will affect your business. Considered these points while testing the reliability:

A- Inbox Delivery: The foremost thing to consider is to check whether the tool provides inbox deliverability. If your emails don’t deliver to the inbox and deliver to spam or junk instead then what’s the use of doing all the effort. Go for a tool which provides high reputation delivery IPs, which ensure 99% inbox delivery.

B- Support: Cross check with your vendor whether they provide real-time support or not. As you can stuck anywhere in between that’s when you need a vendor support team. Choose software which offers Support portal, Live Support Chat, Direct numbers of the Customer Support team, etc.

C- Price: Undoubtedly price is one of the most important considerations when selecting software. Compare the prices of various tools and go ahead with most aggressively priced software.  

Step 4: Test your tool

Once you’ve found a tool that meets your needs, go ahead for its trail plan before you buy. Most of the tools have a trial version. Sign up for the trial and send a test email marketing campaign. That way you’ll get a whole picture of the tool.

Step 5: Select your tool and onboard your client

Once you’re done with the research and test, purchase the most suited tool and start using it with your clients.

Most of the tools have a demo page, demo videos, e-books, libraries on their website that can educate about email marketing, it’s best practices and more.