Technology is a part of the puzzle that should help the agency drive growth for the customer. So the client needs to translate it into agency needs. An agency would like services to be available to make everyday life easier and more efficient. So it is important to know what email marketers really want from their marketing agency<\/a>. That is the starting point. Then additionally, what the agency needs to manage the client relationship. To start off, let\u2019s first have a look at the (unmet) needs of the brand.<\/p>\n\n\n\n In a large U.S. survey, the Domus Client Needs Poll, 76% of marketers said they have business needs that are unmet by their current advertising and marketing agencies.<\/p>\n\n\n\n From what we see, the uncovered needs include taking advantage of big data opportunities (36%). And measuring and reporting the impact and ROI of marketing and advertising programs (28% of respondents). In a way, a marketer should feel that an agency is a partner that helps understand metrics and bring results. Providing actionable segmentation<\/a> is less of a problem.<\/p>\n\n\n\n Digital Marketing agencies often handle multiple email marketing or marketing automation projects. They tend to deal with the marketing campaigns of their customers. Even software houses, value-added resellers, and production companies should be considered as a market niche that needs special functionality and assistance that often meets their clients\u2019 needs.<\/p>\n\n\n As a Digital Marketing agency, you handle various online projects for your customers, you are part of the strategy, you drill down on Big Data, you are doing creative, you edit content, you handle social media, you run the display ads, the AdWords campaigns, the email campaigns, etc. The typical account manager is more like a ninja, jumping from one platform to the other. The full-service email agency aims to help make customers worry free<\/a> while achieving results.<\/p>\n\n\n\n The importance in the case of full-service agencies and organizations is the fact that they need features that would allow managing multiple Clients<\/strong> at the same time. That gives them the opportunity to execute marketing activities \u2013 amongst which, email campaigns and marketing automation campaigns in single environment more effectively.<\/p>\n\n\n\n Zooming in on email marketing, you need to be able to manage the email campaigns of all your customers efficiently through a single user interface. Give them access to their reporting if you wish, and take advantage of the economies of scale in pricing<\/strong>.<\/p>\n\n\n\n So let\u2019s imagine the situation: As a large organization or agency, most probably you would like:<\/p>\n\n\n\n As said, agencies need to handle multiple clients at the same time. This calls for the email marketing software to offer a parent account, to be able to add several sub-accounts that the agency manages.<\/p>\n\n\n\n The agency should discuss whether their clients get a customer login to their account with their own username and password.<\/p>\n\n\n\n They often would need access to:<\/p>\n\n\n\n Especially if they do several tasks themselves. This access should be without seeing the reports of other customers, billing pages, and often without being able to purchase email credits directly.<\/p>\n\n\n\n A marketing agency also has its own business to think about. An agency might want to handle its own commission plan and be able to control its own pricing<\/strong> and margins. So the price that the end customer would see and pay is the one that they have decided and agreed upon.<\/p>\n\n\n\n For instance, if your customer needs to purchase a credit plan of 300.000 credits, which costs let\u2019s say 600 USD from your ESP, and you decide that you want to set a profit margin of 25%, you want your ESP to charge the end customer with 550 USD, as a markup, and receive the credit of 150 USD back at your own master account after payment.<\/p>\n\n\n\n The same type of kickback happens more or less with any kind of media buying. Let\u2019s say the marketing agency is handling the email campaigns of two customers and reporting to them. Their email list consists of 30.000 subscribers, and 15.000 subscribers respectively. Until now, the agency maintained two different accounts in its ESP, the one costing $120\/month for 25.000-50.000 recipients for unlimited campaigns, and the other $70\/month for 10.000-25.000 subscribers for unlimited campaigns.<\/p>\n\n\n\n Surely any marketing agency would prefer to add both clients under a parent account and manage these two Sub-accounts with 45.000 subscribers for only $120\/month, getting an additional agency discount from their ESP.<\/p>\n\n\n\n A marketing agency can choose to present the email marketing software as its own tool. They would need to be able to white-label the ESP. The clients shouldn\u2019t see what technology is under the hood. For agencies and resellers, there are lots of software reseller programs<\/a> and white label SaaS software<\/a>, including white label email marketing services.<\/p>\n\n\n\n<\/span>What marketers are not getting from their digital agency<\/span><\/h2>\n\n\n\n
![\"email-marketing-agency-unmet-needs\"\/](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/email-marketing-agency-unmet-needs.png\")
<\/figure>\n\n\n\n<\/span>Digital Marketing agencies handle multiple clients under one roof<\/span><\/h2>\n\n\n\n
![\"marketing-agencies\"](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/marketing-agencies.png\")
<\/figure><\/div>\n\n\n<\/span>Are Marketing Agencies Platform Hoppers?<\/span><\/h2>\n\n\n\n
<\/span>Marketing Agencies and their email marketing software needs<\/span><\/h2>\n\n\n\n
<\/span>1. Client management through parent accounts<\/span><\/h2>\n\n\n\n
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<\/span>2. Agency control over margin and email marketing pricing<\/span><\/h2>\n\n\n\n
A marketing agency can also take advantage of economies of scale in pricing. The email marketing software for an agency would be even more affordable and profitable, even if the agency is not setting a higher price for its customers.<\/p>\n\n\n\n<\/span>3. White label email marketing software<\/span><\/h2>\n\n\n\n