Erin Boyd
Agency vs one senior operator · Sydney

Looking for an email marketing agency in Sydney? You might not need one.

I'm going to argue against my own category for a minute, because if you're searching this you've probably already had an agency and you're probably searching because it didn't work.

The pattern

What usually happens.

You sign with an agency. You meet the senior person in the pitch, sharp, experienced, clearly good. You sign and you never speak to them again.

The work goes to an account manager who's carrying eleven other brands and the execution goes to a junior who's never seen your product. Six weeks in, the emails don't sound like you. Three months in, you're reviewing subject lines yourself because it's faster than explaining the brand for the fourth time. You've become the bottleneck in the thing you paid to remove the bottleneck from.

You're paying agency rates for junior output and doing the strategic thinking yourself. That's the model. It isn't a bad agency, it's just what happens when a business needs to make margin on people's time.

When you actually do want an agency.

I'd rather be straight with you, because sometimes the answer is yes:

  • You need email, paid, SEO and CRO all under one roof with one point of contact
  • You're at genuine enterprise scale and the volume needs a team
  • You have an internal marketing lead who can direct an agency properly
  • You need guaranteed cover, someone on the account when one person is sick or on leave

If that's you, hire an agency. Andzen and Email Experts are genuinely good at what they do and I'd point you at them without hesitation.

When you want one person instead.

  • You're doing $20k–$150k a month and email is the specific channel that's underperforming
  • You've got a brand you're proud of and you're tired of watching people flatten it
  • You want the senior person doing the work, not selling the work
  • You want to email one human being and get an answer, not lodge a ticket
  • You've done the agency thing and you're not doing it again

That's what I do. Sixteen years, Klaviyo and Omnisend, the flows and the campaigns and the strategy, built and run by the person you're actually talking to. No account manager, no handoff, no junior. One senior operator who owns the channel and answers for the number.

I take a small number of clients, which is the constraint that makes it work. It's also why I'll tell you if it's not a fit.

Free audit

Find out which one you need.

Send me your store and your platform and I'll audit the account for free. You'll get a specific read on what's broken and what to fix first and if what you actually need is an agency, I'll tell you that too.

Request your free audit