Hey, it’s Jayde from the High Conversions newsletter.
This is probably going to piss off a lot of people. Agencies because they’re being exposed, and you because you’re going to realize that you’re not making as much as you were told…
I won’t drag this, I recommend you check these things as a high priority to know whether your agency is taking you for a ride or not.
I just audited a brand paying $7,000 per month for email. On the surface, the numbers looked great, only to find out that their agency had been pulling the rug over their eyes.
Gonna keep this short;
Check your Klaviyo attribution. They could be inflating the email numbers…
Go to settings → attribution
If the attribution window shows ‘opened email’ as ON - then your email team is flat out inflating numbers.
How can revenue be attributed to an email that was never clicked on? It can’t. I can guarantee that if you clicked that off, the TRUE revenue will be far lower and you might need a word with your team…
You might also want to adjust the attribution window, fyi.
If your flows haven’t been updated in the last 3 months
This is important because flows need to be continously adjusted with split tests, (if your team has even been doing split tests). Every 2 weeks there should be a new split test running or at the very least monthly.
And NOT subject lines, that’s BS on its own.
Split testing offers like $ vs %, testing sections in emails, plain-text vs images, etc.
If they’re not… what exactly are you paying for again?
If they don’t bring new ideas / don’t take initiative
Email marketing is NOT a ‘set it and forget it’ system. It needs continuous adjustment and improvement, otherwise you either plateau or you see a revenue graph that looks like a bloody soundwave
Your graph should NOT look like this, lol.
They’re the experts, or supposed to be. So at no point should you be needing to lead strategy or give suggestions unless that is explicitly the agreement and preference that you have.
They should have tons of data to PROPOSE what works. Offers, campaign ideas, flow adjustments, split tests to run. If you’re finding yourself in a position where you’ve heard no new ideas… that’s a red flag.
If you’re being charged more than $5k per month…
This one baffles me. Unless there’s an extreme lift in revenue and output (like sending every single day and building tons of additional flows)
Not much more to say here, but an agency is downright just pulling a fast one if they’ve asked for more.
Agencies sneakily base their pricing on how much revenue you make.
Higher retainer does not always = higher quality.
Just check the two points above to see for yourself.
Anyway, rant over. I recommend you review your backend and double check what is and isn’t being done… Sorry to end your Friday like this, though.
Here if ever you want to have a conversation. Even as a free audit.
Cheers,
Jayde | Founder of Mailzy.com