What Should Be Included in an Email Marketing Contract

An email marketing contract can be a lot of things—from the simple to the sophisticated. The latter is more common in larger businesses that need to manage large email lists. However, even in small businesses, an email marketing contract can come in handy. So, whether you’re an entrepreneur just getting started or you’re already running a successful enterprise, this article will advise you on what you should include in your email marketing contract.

Audience Analysis

The first and most basic aspect of any business relationship is the establishment of a purpose. In the case of email marketing, your purpose is to inform and, ideally, entertain your audience. Your strategy for doing this is determined by various factors, including your platform, content, and, most importantly, your target audience. Having an open and honest conversation with your email marketing service about the reasons you want to engage with your audience is critical for the success of your relationship. This analysis will help you determine what your target audience likes and, more importantly, doesn’t like. Armed with this information, you can tailor your strategy to provide entertainment and, hopefully, gain brand loyalty.

Frequency Of Email Updates

One of the most important things to consider when entering into a business relationship is the frequency of the updates you’ll be receiving from your email marketing service. You don’t want to overexpose or underexpose yourself to your audience. Just like with any business relationship, establishing a regular schedule for emailing your customers is critical to maintaining a strong connection. This schedule should include both sending out promotional material and providing updates on new products and services. If you are using a tool like HubSpot to schedule your emails, you can simply set up a regular schedule that will fit your needs. While you don’t want to overuse the tool, it can be helpful to set aside specific times when you’ll be sending out your emails so you don’t get inundated with them. In a busy world, people’s attention moves quickly from one thing to the next. To keep their attention, you must present intriguing content that is relevant to their needs and interests. Sending out too many emails can pull their attention away from your content and cause them to hit the delete button or ignore your emails altogether. Having too few emails can make your audience feel that you aren’t interested in keeping up with their interests and may even cause them to question your motives.


Your content is everything from the written word to graphics, videos, and audio content. When establishing a business relationship with an email marketing service, you must determine how you will convey your content to your audience. For example, will you use text, images, or both? What are the preferred platforms for receiving your content (e.g., Facebook, Instagram, or Twitter)? Once you have an idea of how you will engage with your audience, you can decide what kind of content you will create and, more importantly, distribute. If you have an in-house marketing team, you can outsource content creation and distribution to an independent contractor who can offer expertise beyond your team’s expertise. Be sure to consider your digital marketing agency’s experience in creating content for brands, especially when determining how much you should spend on content marketing. The last thing you want to do is hire someone who has no prior experience and then have to train them on what you’re looking for—especially when you’re on a tight budget.

Delivery Of Email Newsletters

Your email marketing service will have a variety of methods of delivering your email newsletters, from email blasts to more personalized push notifications. One of the most important aspects of a business relationship is the delivery method of the newsletters—you don’t want to send your email blast to everyone you’ve ever met or have someone try to walk them all down the road to purchase. Your delivery method should be determined by your target audience, including the type of content you will be delivering (i.e., sales-oriented email blasts or customer-focused content such as case studies). Once you have a delivery method in mind, you can determine how you will go about collecting email addresses from your target audience. Just make sure that you have a privacy policy in place to protect your users’ information.

Contract For

Just like with any other type of contract, you need to lay out the details of your agreement with the email marketing service you choose. Be sure to include things like the scope of the contract (e.g., will you be providing email marketing services or will you be outsourcing the function), the commencement date of the agreement, and a description of the services to be provided (e.g., will you be providing a platform for emailing or will you be providing a service that will allow you to send out emails to your audience).

An email marketing contract is an essential part of any business relationship, and it shouldn’t be overlooked or rushed. Thoroughly studying the types of businesses you’ll work with and determining what you’re looking for in an email marketing service is the first step to creating a content schedule and distributing your emails at the right time.

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