10 Questions to Ask When Hiring An eCommerce Email Marketing Agency

Partnering with the right eCommerce email marketing agency can be a game-changer. 

The best agencies don’t just throw together some catchy subject lines and call it a day. 

They blend creativity with strategy, data with storytelling, and innovation with a personal touch.

But how do you find an agency that truly understands your vision and can turn it into reality?

We’ve compiled a list of the top 10 things to look for in an eCommerce email marketing agency so you can make an informed choice.

Top 10 Things to Look for in an eCommerce Email Marketing Agency

1. Evaluate revenue ownership and pricing

2. Great experimentation capability

3. Assess their proven success in email marketing agency certifications

4. Explore their personalization scalability and tools

5. Study the use of predictive analytics & AI integration

6. Look into innovative use of email automation

7. Look into their process and metrics

8. Review their transparency and reporting methods

9. Understand what you want: full-service or specialized approach

10. Delve into customer service and additional services

1. Evaluate revenue ownership and pricing 

When hiring an email marketing agency, clarify the cost structures and understand how fees align with performance to ensure the partnership is transparent and mutually beneficial.

Questions to ask eCommerce email marketing agency on how they consider revenue ownership:

• How does the email marketing agency measure and attribute revenue to email campaigns?

Revenue KPIs like conversions, CTRs, revenue per email, and how long it takes to nurture email leads to move from awareness to consideration and then to the decision stage.  

• Which team members or roles drive revenue within email campaigns?

Roles include email marketing manager, data analyst, and content manager. 

• What methods does the agency use to increase revenue through email segmentation and personalization?

Grouping subscribers by geography, psychography, behavior, and customer lifecycle. 

• How does the agency optimize email sequences to capture revenue from abandoned carts and other high-intent actions?

Email sequences like automated reminders, exclusive offers, urgency cues, limited-time offers, seasonal discounts, and exclusive deals tailored to segments.

• How does the agency structure its pricing model?

Most email marketing agencies structure their piercing packages according to 

--> hourly rates (if you are using only tools), 

--> monthly retainers (so you can use them on a trial basis before signing up yearly contracts), 

--> per-project fees (if you target only seasonal campaigns), and 

--> revenue share models (rarer circumstances).

2. Great experimentation capability

Some agencies just set up campaigns and let them run. 

Great experimentation capability means an agency has a systematic, data-driven approach to continuously testing and improving email campaign elements.

Questions to ask eCommerce email marketing agencies about their experimentation capability:

• What types of experimentation does the agency conduct in email campaigns, and how frequently?

Gives insight into the email marketing agency’s commitment to A/B testing and using different elements in emails to convert more sales.   

• Can the email marketing agency give examples of experiments they’ve conducted with past clients and the results achieved?

Ask for specific examples with metrics. This will demonstrate their effectiveness and creativity in testing.

• How do email marketing agencies decide what elements of an email campaign to test?

Their answer should reflect a structured approach, ideally grounded in data and strategic goals.

• How do agencies analyze and apply learnings from each experiment to future campaigns?

Look for an email marketing agency with a clear process for documenting and utilizing insights from each test.

• Does the email marketing agency conduct segmentation and personalization experiments? If so, can they share examples of how these impacted revenue?

This is crucial for an eCommerce business where targeted, personalized campaigns often outperform general ones.

• What tools and platforms does the email marketing agency use to manage and analyze experiments?

Experimentation often involves using advanced platforms and analytics tools to track and measure results accurately.

• How does the email marketing agency ensure experimentation aligns with broader revenue and engagement goals?

Their answer should show they don’t test for testing’s sake; instead, they should be able to tie each experiment to revenue or engagement improvements.

• What’s the email marketing agency's approach to testing high-impact areas like subject lines, send times, and CTA effectiveness?

This indicates whether they focus on meaningful areas that can drive quick wins for your eCommerce brand.

3. Assess their proven success in email marketing agency certifications 

When selecting an eCommerce email marketing agency, examining their portfolio can provide insight into their expertise.

These factors collectively demonstrate their ability to:

• Achieve tangible revenue and engagement outcomes.
• Bring industry knowledge and specialized strategies to address email marketing agency-specific challenges.
• Apply technical expertise and the latest best practices to maximize email marketing ROI.

Questions to ask the eCommerce email marketing agency on their portfolio:

• Does the email marketing agency have experience working with brands in my industry, and if so, what type of results have they achieved?

Look for quantifiable results in areas like customer acquisition, repeat purchases, or seasonal sales.

• What are some industry-specific challenges that the email marketing agencies faced and successfully overcame?

Their answer should show a nuanced understanding of the industry’s unique challenges, such as high cart abandonment in fashion eCommerce or purchase seasonality in health products.

• Can the agency share examples of successful email campaigns they have managed for similar clients, including strategies used and results?

Specific examples show if they understand industry best practices and can adapt them to different brands.

• How does the agency stay current with industry trends and integrate them into email strategies?

This question assesses whether they’re proactive in adapting to trends that impact the industry, such as personalization techniques, pricing psychology, or seasonal marketing tactics.

• What certifications does the agency’s team hold, and how do they contribute to email marketing strategy?

Certifications should be relevant to their strategy and agency’s goals, not just a list of badges. (Google, Hubspot, etc)

• How does the agency ensure its team stays current with the latest email marketing tools and trends?

An agency committed to ongoing education and development is likely to stay ahead of industry shifts and apply innovative solutions to email campaigns.

• Can the email marketing agency explain how certifications have enhanced past client campaigns?

This question helps assess the practical value of certifications by asking how the agency has applied its knowledge.

4. Explore their personalization scalability and tools 

Ideally, they should leverage robust email marketing platforms with powerful personalization features, as well as other tools that integrate with agencies.

Questions to ask the eCommerce email marketing agency about their personalization scalability:

• How does the email marketing agency scale personalization as our customer base grows?

Their answer should demonstrate an ability to handle large-scale personalization with flexible automation, segmentation, and adaptive content.

• What types of customer segments does the email marketing agency typically create, and how do they evolve?

This helps you understand if the agency goes beyond basic demographics to more complex, behavior-based segmentation that scales as email marketing agency customer data grows.

• Can the email marketing agency provide examples of personalized campaigns executed for eCommerce brands?

Specific examples will help you see how they’ve applied personalized, scalable approaches in real campaigns.

• How does the email marketing agency personalize campaigns for new vs. repeat customers or high vs. low spenders?

Their response should show a nuanced understanding of tailoring experiences based on customer lifetime value and relationship with the brand.

• What processes does the email marketing agency have in place to ensure that personalization remains relevant and accurate as customer data changes?

This will show how they keep personalization up-to-date, such as by using real-time data integrations.

• What email marketing platforms does the agency primarily use for personalized campaigns, and why?

This will reveal the agency’s expertise with the platforms best suited for personalized eCommerce marketing.

• How does the email marketing agency integrate data from various sources to ensure accurate and effective personalization?

Effective agencies will have experience linking multiple data sources to keep their personalization informed and consistent.

• Does the email marketing agency use AI-driven personalization tools, and if so, what are their primary applications?

AI tools help drive personalization at scale, especially for recommendations and behavioral-based messaging.

• How does the email marketing agency handle privacy and data security when personalizing campaigns?

Compliance with data privacy laws (like GDPR or CCPA) is crucial, so they should have protocols in place to handle customer data securely.

• What analytics and reporting tools does the email marketing agency use to measure the success of personalized campaigns?

Agencies should use analytics platforms that track the effectiveness of personalized content and automate reporting on critical metrics like open rates, CTR, and conversion rates.

5. Study the use of predictive analytics & AI integration

In the past few years, AI integration has significantly enhanced eCommerce email marketing by enabling data-driven predictions, personalized messaging, and optimized customer journeys.

Questions to ask eCommerce email marketing agency about the use of AI:

• What types of predictive analytics models do email marketing agencies use?

Look for mention of models like purchase propensity, churn prediction, and lifetime value prediction.

• How does the email marketing agency leverage predictive analytics to enhance customer segmentation and targeting?

This shows their ability to refine segments for higher accuracy and relevance, tailoring email campaigns to specific behaviors and needs.

• Can the email marketing agency share examples of how predictive analytics improved campaign outcomes for past clients?

Real examples show how they use predictions to drive measurable results.

• How does the email marketing agency use AI to personalize content within email campaigns?

Look for AI-powered personalization techniques, such as product recommendations, behavioral triggers, or dynamic content blocks based on real-time customer data.

• How does the agency use AI-powered segmentation is different from traditional segmentation?

This highlights the depth and precision of their AI-driven segmentation, focusing on behavioral and predictive patterns.

• Can the agency AI tools detect and create segments based on complex behavioral patterns?

Effective agencies will use AI to create nuanced segments, such as those based on browsing behaviors, purchase history, and engagement trends.

• How does the agency use AI to track and attribute ROI to specific campaigns or customer interactions?

Their approach should show how AI aids in measuring the true impact of each campaign, including indirect and cross-channel effects.

• Can AI detect underperforming areas, and what steps does the email marketing agency take to improve ROI in those cases?

A data-driven agency should use AI insights to identify and proactively address underperforming campaigns.

6. Look into innovative use of email automation

Automated email marketing goes beyond basic campaigns—it personalizes customer journeys, engages users at every stage, and can drive substantial revenue growth.

Questions to ask the email marketing agency about automation:

• What is your approach to abandoned cart recovery within email automation?

Effective cart abandonment workflows are essential for eCommerce, and seeing their strategies can be insightful.

• Which types of automated workflows does your email marketing agency implement for eCommerce?

Look for ideas beyond the basics (like welcome series) that could include personalized post-purchase sequences, cart abandonment reminders, and loyalty program updates.

• How does your email marketing agency handle segmentation in automation flows?

Ask about their process for maintaining accurate, relevant customer segments to ensure effective targeting.

• How does your email marketing agency measure automation success?

Find out which metrics (such as open rates, conversions, and customer lifetime value) they prioritize to track performance.

7. Look into their process and metrics  

When choosing an eCommerce email marketing agency, asking the right questions can help you identify potential red flags and ensure you’re partnering with an agency that aligns with your needs and values. 

What to look for in an eCommerce email marketing agency:

• What is the agency’s client retention rate, and how long do clients typically stay?

A high churn rate could signal issues with service quality or client satisfaction.

• Can the agency connect you with a current or previous client to ask about their experience?

Agencies hesitant to provide client references may have something to hide, while transparent agencies should be comfortable sharing success stories.

• Is the agency flexible with pricing models, and do they offer a performance-based or hybrid approach?

If the agency insists only on a fixed-rate model, it may not be confident in its ability to drive results.

• Will the agency conduct a thorough onboarding and audit process to understand the brand’s unique needs?

Agencies that skip in-depth onboarding may not fully understand the audience or business, which can lead to generic, ineffective campaigns.

• How frequently does the agency update email content, subject lines, and strategies to keep up with market trends?

Agencies that don’t refresh content and strategies regularly may deliver stale campaigns that don’t resonate with evolving audiences.

• What performance metrics does the agency focus on, and how does it prioritize optimization efforts?

If the agency focuses only on vanity metrics like open rates, it may be overlooking deeper insights that drive revenue.

8. Review their transparency and reporting methods 

The right agency will provide detailed, frequent, and understandable reports, allowing email marketing agencies to make informed decisions and see the true impact of their efforts.

Questions to ask the eCommerce email marketing agency about transparency and reporting:

• How often does the email marketing agency provide reports on campaign performance?

Ideally, the agency should offer reports at least monthly or biweekly, with the ability to generate custom reports as needed.

• What metrics and KPIs do agencies include in email marketing reports?

Look for a comprehensive breakdown, including open rates, click-through rates, conversion rates, revenue per email, ROI, and subscriber engagement trends.

• Will the reports include insights and recommendations for improving future campaigns?

Beyond data, reports should include actionable insights and suggestions for refinement based on performance.

• Will the email marketing agency have access to live or real-time dashboards to track campaign performance?

Access to a dashboard with real-time data helps agencies keep an eye on campaign progress without waiting for the next report.

• What tools or platforms do email marketing agencies use to provide real-time tracking?

Reputable email marketing platforms like HubSpot, Engage or Google Analytics often support real-time tracking; familiarity with these tools is a plus.

• Will the agency customize reports to align with specific goals, such as focusing on revenue growth, customer acquisition, or retention?

This shows the agency’s willingness to align with unique objectives, not just provide standardized reports.

• How does the email marketing agency report on challenges or underperforming campaigns, and what steps do they take to address them?

Their response should show openness to discussing setbacks and a proactive plan for improvement.

• How does the email marketing agency communicate ongoing improvements, A/B test results, and other optimizations?

Look for regular updates on improvements, experiments, and adjustments they’re making to enhance performance.

9. Understand what you want: full-service or specialized approach 

A full-service agency may handle everything from strategy to design, while a specialized agency might focus on just email or specific aspects of email marketing.

Questions to ask the eCommerce email marketing agencies about their full-service process:

• Does the email marketing agency offer a full-service approach covering everything from strategy and design to implementation and reporting?

For a one-stop solution, full-service agencies handle the entire email marketing process, while specialized agencies may focus on specific aspects like content or deliverability.

• What specific areas of email marketing does the agency focus on, and what are their core strengths?

This clarifies whether the agency’s expertise aligns with your priorities, such as automation, segmentation, or conversion optimization.

• Does the agency provide a long-term campaign calendar, or do they work on campaigns one at a time?

Full-service agencies often deliver long-term plans, while specialized ones may take an iterative or agile approach to meet specific objectives.

• Can the agency share an example of how they’ve planned and executed campaigns for similar eCommerce clients?

This will reveal the agency’s method of aligning strategy with business goals and seasonal needs.

• How does the agency integrate email marketing efforts with other channels, like social media or paid ads, to create cohesive campaigns?

Look for clear strategies for integrating email with other marketing channels for consistent brand messaging.

• Does the agency collaborate with internal teams or other agencies to align on cross-channel goals?

A full-service agency should support collaboration across various touchpoints, while specialized agencies might focus on optimizing email's role.

• How does the agency ensure that customer data is consistent across channels?

This will reveal the agency’s expertise in managing customer data for a unified, omnichannel customer experience.

• Does the agency have dedicated resources for testing and analysis, or is it integrated into their overall process?

A full-service agency may have dedicated specialists, while a specialized agency might integrate testing within each project.

Questions to ask the eCommerce email marketing agencies about their specialized services:

• Does the email marketing agency specialize in customer acquisition, retention, or both?

The answer should reflect their experience and approach in managing different customer journey phases.

• How does the agency balance acquisition efforts with retention in email marketing?

Agencies should clearly understand the unique demands of both and have strategies that address each effectively.

• Does the email marketing agency have in-house designers and copywriters, or do they collaborate with third-party creatives?

This reveals the agency’s capabilities in producing engaging, on-brand content without external dependencies.

• How does the agency approach designing emails for eCommerce, and what is their process for optimizing email copy?

A thorough answer here shows whether their design and copy maximize engagement and conversions.

• How adaptable is the email marketing agency's approach if your needs or goals change over time?

Look for evidence of flexibility, whether through modular services or an agile process.

• Can the agency scale services up or down based on seasonality or special promotions?

This is particularly important for eCommerce stores, where demand fluctuates during peak seasons.

You also need to check out: Top eCommerce Email Marketing Trends For 2025

10. Delve into customer service and additional services

When evaluating an eCommerce email marketing agency, it’s important to explore not only its core offerings but also its additional services.

These additional services could include: 

• post-campaign support, 
• customer support capabilities, 
• consulting on adjacent channels, or 
• special features that can enhance your marketing outcomes. 

Questions to ask the eCommerce email marketing agency about their additional services:

• What additional services does the agency offer beyond email marketing, such as SMS marketing, CRM integration, or social media consulting?

This can reveal if the agency has a broader skill set that complements your email marketing needs, creating a more holistic customer engagement strategy.

• Are there any value-added services included in the agency’s standard packages?

Some agencies bundle extra features like analytics dashboards, training sessions, or post-campaign debriefs, which could save costs and add convenience.

• What are the email marketing agency’s typical response times for client inquiries, and how accessible is their support team?

Prompt support is crucial in resolving any technical issues that may arise with campaigns. 

Knowing response times helps set expectations for urgent situations.

• Is customer support available outside regular business hours, especially during major campaign launches or peak seasons?

This question will indicate if the agency can provide around-the-clock support during critical times when customer assistance is most needed.

• Does the agency provide a dedicated account manager or support team for each client?

A dedicated account manager can provide more personalized service and a deeper understanding of your brand’s unique needs.

• Does the agency provide ongoing support for campaign adjustments or content revisions after a campaign goes live?

This is especially useful for campaigns that need to be adjusted based on real-time performance data or emerging trends.

• Does the agency provide an itemized breakdown of what each service entails in the contract?

This can ensure that you’re only paying for services that directly benefit your email marketing goals, with no hidden fees.

• Can clients opt for a trial period for additional services before committing to a long-term contract?

A trial period may allow you to evaluate the effectiveness of the agency’s additional services without a full commitment.

When should you consider hiring an email marketing agency? 

If your revenue from email marketing is consistently below industry benchmarks, it may be time to seek expert help to optimize your campaigns. 

With studies showing that email marketing can yield an ROI of up to 4400% ROI and $44 for every $1 spent, ensuring your strategies align with best practices is crucial for maximizing revenue.

Additionally, if your team lacks the resources or specialized expertise to manage effective email marketing campaigns, an agency can bridge this gap. 

Many eCommerce businesses struggle with personalizing and segmenting their email lists as they grow, and a dedicated agency can provide the necessary tools and strategies to enhance customer engagement through tailored messaging.

• When looking to incorporate advanced analytics and predictive insights, hiring an agency can help you leverage data to anticipate customer behavior and improve campaign effectiveness. 
• For businesses experiencing high cart abandonment rates, targeted email sequences designed by an agency can significantly recover lost revenue.
• If you have seasonal sales or product launches on the horizon, an agency can craft compelling campaigns that create urgency and drive sales. 
• Assess the expertise of an email marketing agency, like how they deal with email deliverability, and understand their best practices for maintaining a positive sender reputation.
• If your email design lacks consistency and professionalism, an agency can provide high-quality design services that enhance brand perception. 
• Automation opportunities, such as welcome sequences and post-purchase follow-ups, are often untapped potential in many businesses, and agencies can set these up effectively to optimize performance.
• If you’re planning to expand into international markets, an agency with global experience can help tailor your email marketing strategies to comply with local regulations and resonate with diverse audiences. 

What makes the ‘best’ eCommerce email marketing agency?

Choosing the best eCommerce email marketing agency involves evaluating several key factors, including:

• proven track record of success, 
• expertise in eCommerce, 
• advanced personalization, and 
• segmentation capabilities. 

A top-tier email marketing agency prioritizes data-driven decision-making with strong analytical skills, while also delivering creative, engaging content. 

They offer robust automation and workflow setups, demonstrating flexibility and customization to meet your unique goals. 

Transparent communication and collaboration, alongside a commitment to continual learning and adaptation, are crucial. 

Furthermore, exceptional customer service ensures a supportive partnership that drives growth through effective email marketing strategies.

Transform Email Marketing Into A Revenue Machine

Most eCommerce store owners don’t see email as a serious revenue stream.

Ask them about the importance of email marketing, and you'll hear: “we don’t really have a major strategy,” “we mostly use generic templates,” or “we just send emails to people on our list.”

BUT AT THE SAME TIME:

There are stores out there that drive 30%+ of their revenue from email marketing.

Engage can help you do the same - Book a free demo.

We’ll show you:

• workflows we can create for your store,
• proven ways to drive 30% or more $$ from email alone, and
• successful templates and strategies from your industry (and others).