Written by: John Moussan, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
In the dynamic world of B2C eCommerce, email and SMS marketing channels are invaluable. They can significantly boost your business's growth. However, to unlock their full potential, you need more than just a basic understanding. You need expertise.
The need for specialized knowledge
As the business owner or marketing manager, your focus should be on vision, accountability, and support. These are vital to scale your business. Email and SMS marketing demand specialized knowledge and a dedicated team. Alternatives like hiring a full-time marketer, engaging freelancers, or utilizing an internal team may seem appealing. However, they often fall short when it comes to delivering high-performing results. Freelancers, while cost-effective, often lack comprehensive expertise in email and SMS. This leads to subpar results and missed growth opportunities. They may excel in one area but fall short in others. This leaves gaps in your marketing strategy and execution. I know this because I started as one. My strategies were very effective, my copy was okay, and my designs were mediocre at best. I still drove results. So imagine having a team of experts doing this where each specializes in their own area! Internal teams typically lack the required training and experience in email and SMS marketing. This results in inconsistent performance and unmet potential. They may be familiar with your brand but may not have the specialized knowledge to leverage email and SMS marketing to their full potential. I also know this from first-hand experience. Several companies come to mind, with the smallest being about $5M and the largest $150M (in annual revenue). They have taken their email and SMS so far with their own internal teams. But no one person was in charge, which means no one is in charge. They did not understand proper segmentation, and no one even knew what dark mode is to design for it when 40% of customers use dark mode to check their emails! Even agencies can overpromise and underdeliver if they don't specialize in email and SMS. Some may leverage an expert's name while assigning less experienced teams to handle your account. This leads to disappointing results.
The balance of 'brains' and 'hands'
In my experience, the most successful email and SMS approach strikes a balance between 'brains' and 'hands.' 'Brains' refer to the strategic thinking and planning that goes into creating effective email and SMS marketing strategies. 'Hands' refer to the actual execution of these strategies.
This balance is crucial. A great strategy is useless without effective execution. In fact, I have found that the lack of strategic skills is the biggest gap in the market. Even the best execution can't save a poor strategy. By ensuring a balance of 'brains' and 'hands,' you can create and implement effective email and SMS marketing campaigns that drive growth.
Why an expert agency?
Based on my observations and experiences over the years, I believe hiring an expert agency is the optimal solution for businesses seeking top performance. An expert agency brings together a team of specialists, each with their own area of expertise. This means you get the benefit of a team of experts for the price of one hire. Furthermore, an expert agency stays up-to-date (hopefully!) with the latest trends and technologies in email and SMS marketing. They invest in ongoing training and development. This ensures their team is always at the forefront of the industry. You get access to the latest strategies and technologies without investing time and money in training and development. This belief is supported by my experience working with close to 100 brands. In fact, I was surprised by an email I received from a client mentioning that they have had the best experience and overall results working with us after testing multiple agencies and trying to do it in-house.
The importance of due diligence
One of the biggest pitfalls to avoid when hiring an agency is failing to do your due diligence. Unfortunately, many businesses have been burned by agencies that overpromise and underdeliver. In one case, a business owner I spoke with was being charged by an agency that wasn't doing any of the work. When he called them, they said they were busy! This is a clear example of why it's crucial to thoroughly vet any agency before hiring them.
5 Key evaluation areas for hiring a high-performance email & SMS agency
When considering hiring an agency, assess their suitability based on these five key evaluation areas:
1. Expertise: Look for a balance of strategy, copywriting, design, optimization, data analysis, and certified experts in email/SMS software. The agency should have a deep understanding of the nuances of email and SMS marketing.
2. Operations: A skilled team and efficient project management systems are crucial. The agency should have a team of experts in various areas of email and SMS marketing. They should have efficient project management systems in place.
3. Leadership, Reputation & Credibility: Consider their thought leadership, industry awards, case studies, and reviews & testimonials. The agency should be a recognized leader in the industry with a track record of success.
4. Customer Service: Prioritize responsiveness, collaboration, transparency, and accountability. The agency should be responsive to your needs and willing to collaborate with you to achieve your goals.
5. Staying Up-to-date: The agency should embrace industry developments, refine processes, and adapt to new tech. The world of email and SMS marketing is constantly evolving.
Conclusion
When weighing options for your email and SMS needs, prioritize a solution that increases your chances for high-performance results. An expert agency excelling in expertise, operations, leadership, reputation, customer service, and staying current is vital for success.
By choosing an expert agency, you'll benefit from a well-rounded, dedicated team. They focus on both 'brains' and 'hands,' ensuring sustainable strategies and effective execution.
If you found this article valuable and want to learn more, reach out to me on LinkedIn or through our website. Mention this article, and I'll send you a complimentary copy of my book, "The Ultimate Ecommerce Growth Playbook." It’s full of email and SMS strategies to help you grow and sustain your DTC business.
John Moussan, Executive Contributor Brainz Magazine
John Moussan is an e-Commerce growth expert, vetted as the top 1% in his field. Leveraging his engineering background and business experiences, he created powerful strategies that can add 25% more revenue within 90 days for DTC brands. He is the founder & CEO of Great White Media, an elite global email and SMS marketing agency based in Southern California. His top core value is putting people first. His vision: To build better lifestyles for his customers, his team and community.
