Separate campaigns from automation
Recurring newsletters and promotional campaigns are different from automated welcome, enquiry, nurture or follow-up sequences. Ask which category the agency retainer covers and how many workflows or sends are included.
Compare the production responsibility
Clarify who creates subject lines, copy, graphics, templates, segmentation and testing. A low management fee may assume your team supplies all campaign content.
Use a like-for-like comparison table
| Area | What to clarify |
|---|---|
| Campaigns | How many sends each month? |
| Automation | How many sequences and triggers? |
| Copy | Written by agency or supplied by client? |
| Design | Custom templates or existing brand layout? |
| Segmentation | How are audiences organised? |
| Reporting | What happens after opens and clicks? |
Use Kydos' email automation scopes as one benchmark
Kydos publishes a Basic Email Automation scope for one sequence, such as a welcome or follow-up flow. Advanced supports multiple sequences, Mailchimp or Brevo integration, and analytics/performance tracking. Both are custom quoted.
Protect ownership of the mailing list and platform account
Your business should retain appropriate access to subscriber data and the email platform. Clarify account ownership, export access, templates and what happens to automations if the agency relationship ends.
Ask how the agency handles consent and suppression
Email marketing requires careful handling of subscriber permissions, unsubscribes and suppression. Ask how the agency works with your existing consent records and who is responsible for the underlying legal basis of the list.
Choose the retainer around the customer journey
If leads already arrive but follow-up is inconsistent, automation may be more valuable than a weekly newsletter. If the business has an engaged customer list and regular offers, campaign management may deserve more of the budget. The agency should recommend the right mix rather than selling email volume for its own sake.
Compare Kydos before you sign
Kydos offers Basic and Advanced email-automation scopes as custom-quoted services, including sequence setup and platform integration where required.
See Kydos Email Automation OptionsFrequently asked questions
Does Kydos offer email marketing automation?
Yes. Kydos publishes Basic and Advanced Email Automation services as custom-quoted options.
What is included in Basic Email Automation?
The published Basic scope covers one sequence, such as a welcome or follow-up automation.
What does Advanced Email Automation include?
Advanced supports multiple sequences, Mailchimp or Brevo integration and analytics/performance tracking.
Should the agency own my email list?
Your business should retain appropriate control and export access to its subscriber data and platform account.
Is email campaign management the same as automation?
No. Campaigns are scheduled sends, while automation uses triggers and sequences to send messages based on customer actions or timing.
How should I compare email agency retainers?
Compare campaign volume, automation, copy, design, segmentation, platform ownership, analytics, integrations and list-management responsibilities.