Outsourcing email marketing expertise: to who?

If your company struggles to keep up with all the email marketing best practices (or the whole dynamics of online marketing per se), then farming out some of the work to an agency is an obvious and much-used option.

But it's not as simple as debating the pros of cons of in-house expertise versus outsourcing. The agency world itself is not immune to the business model-changing depredations of the Internet.

What kind of agency do you go for?

A traditional one which has only recently added online expertise, but can manage the wider offline picture, too?

A "digital" agency, which focuses on online marketing, and lives and breathes the new language of the Internet?

A specialist email marketing agency, which has the best expertise available, but means you'll need to look elsewhere for the other agency tasks you need doing?

It's a topic both agencies and their clients are still debating, but you can find some thoughtful insights and good links in this post by Simms Jenkins (founder of one such specialist agency.)

Check the comments section, too, where Simms goes into even further detail on the agency selection decision.

More on email and the organization | Tags: email marketing agency, digital agency

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