Erica DeWolf conducted an informal survey about e-mail marketing preferences among companies to see if they preferred to hire someone to do their e-mail marketing in-house or hire an outside agency to handle their e-mail marketing. With only 18 responses, it’s difficult to get an accurate reading of the results, but there may be enough information here to get a good look at what other businesses want to do with their e-mail marketing.
Erica’s survey doesn’t say what size companies responded to the survey. I suspect that larger businesses would have responded differently to the survey than smaller businesses, but the results are interesting:
60% of the respondents said they currently outsource their e-mail marketing but 50% of the respondents said they’d prefer to keep it in-house. Erica’s survey results don’t say what the crossover is among that 60% and 50% of survey participants (Are they the same people? Is there only a 10% overlap? A 25% overlap? That would be interesting to know).
I would have to slightly disagree with some of Erica’s conclusions, specifically about saving money and branding. It might seem like it will be less expensive to hire someone to manage your e-mail marketing, but that really depends on how much e-mail marketing you do. If you don’t do a lot then it might actually be less expensive to outsource it depending on your agency’s fees. If you hire a full-time campaign manager then you’ll have to pay salary and possibly benefits. You do need to factor perks and benefits into the cost equation of your marketing expense (Do you provide vacation and sick days? Insurance and medical benefits? Other perks? All of those are a part of your expenses so include them in your figuring). You won’t have to pay outside agencies any benefits or provide insurance, which could reduce your expenses.
On branding, an outside agency that specializes in e-mail marketing can be just as adept at taking your branding and including it in your e-mail marketing efforts. A marketing agency that does this full time knows how to work with companies in that manner and can be just as effective as an in-house marketing manager.
When it comes to e-mail marketing, an in-house manager might work for you, but outsourcing can be the best option for some as well. You have to do the research and make that determination for your business.