Email agency contracts and reporting: what to agree.
Before signing with an email agency, agree the scope in writing, confirm you own the Klaviyo account and every asset, set a reporting rhythm and fix the notice and handover terms. Short initial terms with a review point protect both sides while you learn how you work together.
Scope in plain words.
List what is included each month, such as campaigns, flow upkeep, testing and reporting, and what is billed separately. Define what a campaign is, because it can mean a single email or a full design and segmentation job.
Agree how scope changes are requested and approved.
Ownership and access.
You own the account, the templates, the data and the sending domain. The agency works inside your account with named logins that you can remove at any time.
Ask that all assets, such as templates and images, are handed over on request in usable formats.
Reporting and meetings.
Agree the cadence and the contents. A monthly report with what shipped, what was tested and what is next, plus a short call, is enough for many stores.
Agree turnaround times on both sides, including how long you have to approve emails before a send.
Ending well.
Set a notice period you are comfortable with and a clear handover list. A shorter initial term with a review point is easier to agree than a long fixed term, and it keeps both sides honest.
Review it together.
Put a review date in the diary for the end of the first quarter. Use it to check that scope still fits, reports are useful and approvals are quick, then adjust the terms if they are not. Treating the contract as a living agreement keeps small frustrations from growing.
In practice.
Two months in, a store wants to move a campaign day and add a segment. Because the contract defines a campaign as one designed and segmented send, and sets out how extra requests are approved, the change takes a message instead of a negotiation. Clear definitions on day one prevent most arguments later.
Checklist.
- Scope and exclusions written in plain words
- You are admin on your own account
- Asset handover terms agreed
- Reporting content and cadence defined
- Notice period and review point set
Common mistakes.
- A long fixed term with no review point
- Unclear definitions of what counts as a campaign
- No agreement about who approves emails and how fast
Questions people ask.
What notice period is reasonable?
Many agencies ask for thirty days. Whatever is agreed, make sure it is written down and includes a handover of assets.
What should a monthly report show?
What shipped, what was tested, results with context, risks and the plan for next month. Charts alone are not a report.
Who should sign off emails?
Name one person on your side with the authority to approve, and agree a turnaround time so sends are not delayed.
Inferno Emails is an agency, so we have an interest in you hiring one. This guide is written to help you choose well, including choosing someone else or doing the work yourself.
Want a straight answer on your own account? Our free audit lists what is missing and what to fix first, with no obligation. See the klaviyo email marketing service or book your free audit.
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