Compare in-house vs. outsourced email marketing to choose the best fit for your business.
You make many decisions as an SMB leader, especially when considering outsourced services. The dilemma of whether or not to outsource email marketing services is one example—and for some, this decision could determine the growth rate of your business.
Perhaps internal resources are limited, you’re facing budget constraints, or you have heard mismanagement horror stories. How do you decide, and what proactive measures should you take to ensure a quality partnership? We’ll show you how in this comprehensive guide.
What is outsourced email marketing?
Outsourced email marketing is the employing of a third-party company or marketing expert to handle email marketing tasks and strategies. Some opt for comprehensive support, whereas others outsource more specific operations, such as those associated with email management, creative assets, strategy, audits, or sale operations.
Understanding those services can help determine where you need the most help to achieve a high ROI. You may be comfortable handling your creative projects for now, but after diving deeper into the potential of a comprehensive market analysis, it may make sense to outsource this time-consuming task. An agency can provide the data you need to sharpen your strategy to make more informed decisions while maximizing your budget.
What services do email marketing companies provide?
Depending on what you seek, some email marketing companies provide in-depth, comprehensive service packages, while others focus on more specific tasks. In most cases, these companies will cover the following services:
Email performance analysis services
Email planning and strategizing
Creative initiatives, such as email design
Services to test campaigns
List segmentation and optimization
Sales operations in relation to email campaigns
In-house vs. outsourcing email marketing services
What's the best way to make business decisions? Weigh the pros and cons. Comparing in-house vs. outsourced email marketing based on your business objectives and budget will help you make a more informed decision.
Pros and cons of in-house email marketing
An in-house marketing team typically handles most, if not all, aspects of the company's marketing strategy and associated activities. These teams often focus on social media, advertising, web development, and communications.
Pros
You ensure accurate brand storytelling while retaining creative control. No one knows your business like you do. Messaging remains consistent, and in-house teams often hold extensive knowledge of the products and services offered. This accuracy is important when aiming to become an authentic brand.
You have the chance to develop industry expertise. Depending on your skill set and schedule, you may be able to handle some email marketing tasks—especially if you're comfortable with specific tools or platforms, such as your email marketing software. You can also become an expert in your brand's demographics, which can benefit other aspects of your business operations, including product development.
You have complete control over data, as your business owns first-party data. This advantage is best when a team has the skills or tools to interpret that information. If you're looking for tools to assist your efforts, check out the best free data analysis software.
You work internally, resulting in fewer opportunities for miscommunication. Sharing an internal space or communication channel leads to easier connections and collaborations, resulting in quicker turnaround times.
Cons
You may make detrimental mistakes if you lack expertise. Contacting the wrong audience can lead to a lower ROI and ineffective campaigns. In these cases, in-house email marketing can cost you more than outsourcing.
You must stay up to date with the latest industry tools and resources when responsible for in-house marketing. Outsourced teams work with many brands and are often on top of industry trends. As an in-house team, active engagement is crucial.
You could suffer from idle creativity if you rely on the same email strategies and styles. Email marketing is time-consuming, so consider external support if you don't have the time to invest in an evolving strategy.
Pros and cons of outsourced email marketing
Outsourced email marketing services share some similarities with in-house teams yet have separate features to consider.
Pros
You gain increased bandwidth, which remains the greatest driver for business service buyers. Data shows that 44% of SMBs use service providers to overcome bandwidth challenges—even if they have the in-house expertise. Outsourcing can save a lot of time and energy, helping you focus on other big-picture operations.
You get access to a professional email marketing team. This access can be invaluable, as the team will know how to optimize your campaigns and maximize your ROI. Outsourced teams often have access to sought-after resources and tools.
Your business can benefit from greater insight. Email marketing teams will analyze your campaigns to pinpoint potential problems so that you can improve ongoing strategies. These insights can often become lost when you're the one creating and running campaigns. Ultimately, it can cost your business potential revenue—especially if you don't know the most crucial email marketing metrics to measure.
Cons
Your SMB budget may not allow the partnership. Marketing services, such as those associated with email marketing, have the highest single project cost. Based on a Capterra survey, buyers spent $78,700 on average.
You can experience a loss of control. When you outsource email marketing, you give up some control over the email marketing process. Also, working in different time zones could be a barrier you may want to consider from the get-go—especially if you are not as hands-on as anticipated.
Your reputation could suffer if the team you hire isn't reliable or doesn't create quality email marketing campaigns. Dependence on an external team can be challenging, especially if you don't communicate well.
How to choose an email marketing company
There is no one-size-fits-all solution for SMBs considering outsourced email marketing services. What you outsource and who you partner with will depend on several variables, such as your:
Short and long-term goals
Current budget
In-house skills and bandwidth
Before you start researching companies, know why you're seeking a partnership and what you want from it. Do you want support to streamline your campaign management? Would you like to improve your overall strategy to boost ROI? Stay on the same page from day one by making a list of what you expect from your outsourced partner—this goes hand-in-hand with the importance of ongoing communication.
/ Tip
Ensure ongoing, transparent communication in email marketing outsourcing—regardless of who you choose to partner with. Even those with the most impressive portfolios will still need guidance concerning your expectations and goals.
As Josh Herbert, stylist and founder at Captain Creps, said[1]:
"The main tip I'd give any small business owner is to never assume processes; rather, send required processes from your side so there's no confusion on set deliverables or requirements. Whether that's design, tone of voice, or layout, you'll get much better results if you communicate exactly what you require with set processes."
Factors to consider when selecting a partner
If you have narrowed your search to a few email marketing companies, focus on the following.
Packages, pricing, and email marketing agency services: Some package components include email performance monitoring, conversion tracking, email design, list management, and subject line testing. Know what is most important to you concerning services, and budget accordingly.
Tools and resources they offer: Does your potential partner have access to the latest industry tools? If so, are they willing to provide you with access to collaborate? Another critical resource is the people who will work on your email campaigns.
Portfolio, case studies, and testimonials: Look at past work and what other clients have to say—this will provide insight into what you can expect.
Lastly, remember to ask questions and be transparent about your expectations.
Weigh your options and stay informed
Deciding to outsource email marketing services can be an ongoing process. What's best for you today may not be the best option in three months or a year from now. The most important step you can take is to remain informed and adjust your email marketing strategy as you grow.
To help you with this process, dive deeper into these Capterra resources:
Browse our list of companies in the following areas: