Email agency, freelancer, or in-house for retention
A freelancer suits a store that needs a defined set of flows or campaigns built by one specialist. An agency suits a program that needs strategy, design, copy and analysis together. An in-house hire suits a brand that sends often enough that retention is a daily job. Your scope decides the right choice.
The work in an email and SMS retention program
A retention program has three stages. Knowing your stage tells you who to hire.
- Set up flows: welcome, abandoned cart, browse abandonment, post-purchase and win-back messages.
- Run campaigns: plan a calendar, write, design and send on schedule.
- Test and analyze: split tests, segments and reports that grow repeat sales.
When a freelancer fits
A freelancer fits the setup stage well. One specialist can build your core flows, fix a broken setup or design a set of templates. A freelancer also fits when you already have a strategy and just need skilled hands. Write a clear task list and a finish date before you start.
When an agency fits
An agency fits when you need several skills at once. Strategy, design, copy, SMS and analysis all come from one team. Choose an agency when you send often, test often and want one partner to own results. Ask who on the team does each part of the work.
When to bring it in-house
Bring retention in-house when you send often enough that it is a daily job. A staff marketer knows your products, your promotions and your customers. That person can plan the calendar and still hire a freelancer or an agency for extra help.
Platform fit: Klaviyo and others
Ask every candidate which email platform they use day to day. A specialist in your platform builds faster and makes fewer mistakes. Ask to see flows they built on it. If you run Klaviyo, read how to shortlist a Klaviyo retention agency and browse the Klaviyo hub.
What to ask before you hire either
- Which flows would you build or fix first, and why?
- Who writes, who designs and who sends?
- How will you report results, and how often?
- How do you test, and how do you share what you learn?
- Will the account, templates and lists stay in my name?
- What do you hand over if we stop working together?
How to read email and retention listings on Listed Agencies
Listed Agencies lists agencies A to Z on each hub. Position on the page is not a rank, and listings are free. Each listing shows the agency's stated specialty and who it says it serves. Start with the email hub, the retention hub or the lifecycle hub. Then check each agency's own site for stores like yours.
If you plan a monthly contract, read the guide to email and CRM agency retainers. Find more on the guides page.
FAQ
Should an ecommerce brand hire an email freelancer or an agency?
Hire a freelancer when you need a defined set of flows or campaigns built by one specialist. Hire an agency when you need strategy, design, copy and analysis handled together by one team.
What does an email retention agency usually handle?
An email retention agency usually plans strategy, builds automated flows, writes and designs campaigns, sends on a schedule, runs tests and reports results. Many also handle SMS. Ask each agency to list exactly what its scope includes.
When should email marketing move in-house?
Move email in-house when you send often enough that retention is a daily job. A staff marketer learns your products and customers and can still manage outside help.
Do I need a Klaviyo specialist?
If your store runs on Klaviyo, a specialist in that platform builds faster and avoids common setup mistakes. Ask any candidate to show flows they built in Klaviyo.
How does Listed Agencies list email and retention agencies?
Listed Agencies lists email and retention agencies A to Z on its email, retention and lifecycle hubs. Listings are free, and position is not a rank. Each listing shows the agency's stated specialty and who it says it serves.