What to expect in your first 90 days with an email agency.
In the first 90 days with an email agency you should expect access and an audit in the first two weeks, quick fixes next, then flow builds and tests, with a clearer read on results towards the end. Results rarely arrive overnight, so judge progress by what shipped and what was learned.
Weeks one and two: access and audit.
The agency needs admin access to Klaviyo, your store platform and your sending domain records. They should audit flows, segments, deliverability and design, and give you a short ranked list of what to fix first.
You should come out of this phase with a written plan and an agreed scope, not just a kickoff call.
Weeks three to six: fixes and first builds.
Early wins are usually repairs, such as authentication records, broken triggers, missing exclusions and a welcome flow that stops sending to buyers. Then come the first new flows, built in priority order.
Expect questions from the agency about products, margins and your brand voice. Slow answers on your side slow everything down.
Weeks seven to ten: testing.
Once flows are live, testing starts, such as subject lines, send times and offers. Small lists need patience, because results take time to mean anything.
A good agency will show you what they tested, what happened and what they will do next, including the tests that did not work.
Weeks eleven to thirteen: review.
By the end of the quarter you should have a reporting rhythm, a clear picture of revenue per recipient and list health, and a plan for the next quarter based on evidence.
This is also a good moment to review the working relationship itself, including approvals, communication and scope.
In practice.
A store signs on in early September and wants to be ready for Black Friday. The sensible plan is access and audit in the first two weeks, authentication and flow repairs next, the welcome and cart flows live well before peak, and a sending warm up in October. Starting in late October with the same goals leaves no room for testing.
Checklist.
- Access granted in the first week
- A written audit and ranked list of fixes
- First flows live within the first six weeks
- A test log with results, including failures
- A review meeting before the quarter ends
Common mistakes.
- Judging the agency on revenue alone in the first month
- Slow approvals that delay every send
- Skipping the audit and going straight to campaigns
Questions people ask.
Will I see results in the first month?
You should see work shipped and problems fixed. Revenue effects usually take longer, because flows need time to collect data and lists need time to respond.
What do I need to provide?
Access to the tools, brand guidelines, product and margin information and a named person who approves emails quickly.
What if progress feels slow?
Ask for the plan and the test log. Slow approvals on the brand side are a common cause, and a good agency will tell you if that is happening.
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 email flows & automation service or book your free audit.
Find out what your list is actually worth.
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