Preguntas frecuentes
How should I organize email campaigns across multiple clients?
Use tags or folders within your email platform to organize by client. If your platform supports it, set up automated tags based on signup forms or list sources. Create a naming convention so your team knows what "ACMECorp-Jan-Welcome" is at a glance. Regular audits help keep things organized as your client roster grows. A chaotic email account loses clients trust and wastes your team's time.
What email metrics should I report to clients?
Focus on metrics that show business impact: open rates, click rates, conversions, and revenue generated. Avoid vanity metrics like list size unless the client specifically cares. Break down reporting by campaign or goal so clients see exactly what worked. Use dashboards or monthly reports that tell a story. Clients care about results, not just activity. Show them that email is working by linking emails to their actual business metrics (sales, signups, demos booked).
How do we handle different brand voices across clients?
Create email templates and style guides for each client that your team follows. Keep a centralized template library organized by client. When team members draft emails, they know which tone and templates to use. Include brand guidelines (colors, logo, fonts) in your project management tool so everyone is aligned. Consistent branding builds client credibility. Regular reviews help catch when someone's tone is off.
Should I manage client email as a service or have them manage it themselves?
It depends on the client and your business model. Agencies managing it themselves own the relationship and can guarantee quality. Clients managing it themselves need less hand-holding but less accountability. Many agencies do a hybrid: you strategize, build automation, and review; they manage day-to-day sends. Whatever model you choose, be clear about responsibilities. This prevents confusion and client disappointment.
How do we prevent team members from making email mistakes?
Use the platform's approval workflows so emails are reviewed before sending. Set permissions so junior staff can draft but can't send. Create email templates with safeguards (pre-filled sender names, required sections). Do regular training on email best practices. Consider a weekly team review of all scheduled emails before they go out, especially for big clients. Mistakes happen, but processes prevent most of them.
How often should I audit our client email programs?
At minimum quarterly. Look at engagement metrics for each client (open rates, click rates, unsubscribe rates) and identify trends. Check that automation is working correctly. Review email list quality and health. Talk to clients about goals and whether current programs are meeting them. If a client's open rate is dropping, it's time to refresh content or strategy. Regular audits catch problems early.