Don't Spend a Single $1 on email marketing agencies before your read this!
Thinking of hiring—or already working with—an email marketing agency to grow your DTC brand? Before you spend a single dollar, here are 10 dark secrets email marketing agencies hope you never find out. They will save you thousands—and make or break your results.
Email marketing is one of the most powerful revenue drivers for DTC brands—when it’s done right. But behind the glossy promises, email marketing agencies fall short, lacking strategic expertise, relying on outdated tactics, and making backdoor deals that benefit them—not you.
They’re not just wasting your time, they’re wasting your money and holding your brand back.
In this unfiltered exposé, America’s top email marketing expert and our Founder & CEO, John Moussan, pulls back the curtain on the biggest issues plaguing the industry. From profit-driven practices that prioritize quantity over quality to “ghost work” billed but never done, here’s a raw look at the shocking truth that email marketing agencies don’t want you to know.
1. Lack of Strategic Expertise and Industry Specialization
Email marketing isn’t just about sending emails; it’s about building long-term customer relationships and driving sustainable growth.
Yet, too many agencies lack the strategic expertise necessary to align the customer journey with your brand’s overall business objectives. They focus on tactics—one-off campaigns and flashy templates—without considering how these efforts impact the brand’s larger goals.
“When strategy is missing, emails become noise in the inbox,” John explains. “Without a clear purpose, these messages fail to create meaningful engagement or loyalty.”
For CEOs and CMOs, a lack of strategy translates to missed opportunities, ineffective campaigns, and a poor return on investment.
2. Overpromising Results and Locking You into Rigid Contracts
Many agencies make lofty promises of quick growth, but often fail to deliver once you’re onboard. Worse, they lock you into long-term, rigid contracts that are difficult and costly to exit.
This leaves your brand stuck, with little recourse if results fall short.
“Overpromising is rampant in this industry,” says John. “They set unrealistic expectations and then trap clients in contracts that offer little flexibility.”
3. Poor Communication and Lack of Transparency
Clear communication and transparent reporting are essential for building trust, yet many agencies fail to provide regular updates or clear metrics. Instead, they offer vague data or infrequent updates, leaving you unsure if their efforts are delivering real value.
“Transparency should be non-negotiable,” John emphasizes. “Without clear reporting and regular updates, clients can’t make informed decisions or adjust their strategy as needed.”
This lack of transparency not only causes frustration but prevents brands from optimizing this channel based on performance.
4. Hidden Fees and Extra Charges for Minor Adjustments
In a bid to maximize profits, some agencies charge for every minor adjustment or additional service, creating an environment where basic changes can lead to unexpected fees.
This “nickel-and-dime” approach not only inflates costs but can also create friction and frustration when trying to adapt.
“Transparency is key,” John notes. “You shouldn’t be surprised by extra fees for basic adjustments—adaptability should be built into the relationship.”
For DTC brands, this lack of flexibility slows down progress and limits their ability to response to market changes.
5. Taking Money Without Delivering Work ("Ghost Work")
Some agencies bill clients for tasks that are never actually performed—a practice known as “ghost work.” This lack of accountability drains budgets and leaves you with little to show for your investment.
“Brands deserve accountability,” John states. “You need to know that every dollar you spend is going toward real, measurable efforts—not phantom tasks.”
Ghost work is a red flag that an agency lacks oversight and genuine commitment to client success.
6. Billing for Vanity Metrics Instead of Real Results
Some agencies rely heavily on vanity metrics—like open rates or total email sends—that look impressive on paper but don’t indicate meaningful results, like conversions or revenue. Focusing on these metrics can give you a false sense of progress without driving real business outcomes.
“High open rates mean nothing if they don’t convert to revenue,” John notes. “Real value lies in engagement, conversions, and ROI—not vanity numbers that look good on paper.”
For DTC brands, this focus on vanity metrics can be a costly distraction.
7. Using Junior or Inexperienced Staff Without Disclosure
To maximize profits, many agencies assign smaller accounts to junior team members or freelancers, often without informing you. These inexperienced team members may lack the knowledge and skills to manage complex brand needs, leading to inconsistent quality and less impactful campaigns.
“Brands deserve to know who’s actually handling their campaigns,” John says. “You’re paying for expertise, not a training ground for new hires.”
For clients, this setup can lead to disappointing results and a lack of the senior-level oversight they were expecting.
8. Delaying Results to Extend Contracts
Some agencies intentionally delay progress to keep clients on retainer longer, recommending extended timelines or holding back optimizations. This tactic allows them to secure steady revenue at the expense of your brand’s growth.
“If progress feels slow, question why,” John advises. “A good agency moves fast and makes consistent improvements—not delays.”
9. Relying on Outdated, Generic Tactics
With today’s consumers expecting personalized, relevant content, outdated tactics like bulk email blasts or generic messaging are ineffective and often hurt brand loyalty. Many agencies, however, still rely on these outdated, high-volume approaches.
“Outdated tactics lead to email fatigue,” John explains. “Today’s consumers expect relevance and value—not just more noise in their inbox.”
For DTC brands, relying on these approaches means lower engagement and missed opportunities to build lasting relationships with customers.
10. Pushing Platforms with Hidden Kickbacks
Some agencies recommend specific tools or platforms due to undisclosed partnerships or kickbacks, prioritizing their profit over the client’s best interests. This practice can lead clients to invest in tools that don’t truly fit their needs or budget.
“Agencies should recommend platforms based on fit, not profit,” John emphasizes. “If they’re pushing a particular tool too hard, question their motives.”
This conflict of interest can lead to wasted budget and subpar campaign results.
What Sets Us Apart: A Results-Driven Approach with a Guarantee
Unlike many traditional agencies, we believe in a different approach to email marketing—one that prioritizes your brand’s success from day one. Here’s how we’re redefining agency partnerships for DTC brands:
- Results-First Focus with a Guarantee: We’re so confident in our process that we offer a guarantee. If we don’t deliver on our promises, you have options—no lock-ins, no empty commitments. Your results come first, every time.
- Strategic and Specialized in DTC: Email marketing isn’t one-size-fits-all. We specialize exclusively in the DTC space (we LOVE Klaviyo!), understanding the unique customer journey, loyalty-building strategies, and growth tactics that drive success for direct-to-consumer brands.
- Custom & Tailored: Every brand is different, and so is every approach we create. We take the time to understand your audience, brand voice, and goals, designing custom strategies that are built around your unique needs.
- Collaborative Partnership: We don’t just work for you—we work with you. Expect regular communication, full transparency, and an adaptable approach that lets us pivot when your goals or the market changes. You’ll always know what we’re doing and why.
Before You Hire Anyone, Download Our Guide
Before you make a decision—whether to hire someone in-house, engage an agency, or try doing it yourself—download our free guide “5 Steps To Quickly Scale Your E-commerce Business Using Email Marketing”.
Email marketing is the fastest, most cost-effective way to skyrocket your subscriber list, drive more sales, and boost your revenue.
In this exclusive free guide, we’ll show you exactly how to do that. No fluff, no confusing tech talk—just an easy to follow, step-by-step guide of exactly what do.
This is a must-read for any business owner, CEO, or marketing manager of a DTC eCommerce brand looking to unlock the full potential of this channel.
Available for a limited time only, this guide offers insights you won’t find anywhere else.
Wanna Want We Could Do For You?
If you’re serious about growing your eCom business, then we’re serious about helping you.
How does doubling your email marketing revenue sound?
“Great White Media overhauled our flows and since they have been live, our revenue from flows has increased 50%. We will continue to reap the benefits of those flows for a long time.” — Katie Smith, Owner, RockFlowerPaper
“John is a phenomenal email marketer. He has increased our email revenue by a whopping 15%. We highly recommend him. All communications are on point and he’s by far the best we’ve ever worked with” — Jad Kantari, Owner, Eelon
“Within 3 months, we have generated about $1 million with the setup that John helped us create, that’s before all the flows have kicked in. We highly recommend working with him” — Dakota Morse, CRO, Medify Air
Don't Spend A Single $1 On Email Marketing Agencies Before You Read This!
Thinking of hiring—or already working with—an email marketing agency to grow your DTC brand? Before you spend a single dollar, here are 10 dark secrets email marketing agencies hope you never find out.
They will save you thousands—and make or break your results.
1. Lack of Strategic Expertise and Industry Specialization
Email marketing isn’t just about sending emails; it’s about building long-term customer relationships and driving sustainable growth.
Yet, too many agencies lack the strategic expertise necessary to align the customer journey with your brand’s overall business objectives.
They focus on tactics—one-off campaigns and flashy templates—without considering how these efforts impact the brand’s larger goals.
“When strategy is missing, emails become noise in the inbox,” John explains. “Without a clear purpose, these messages fail to create meaningful engagement or loyalty.”
For CEOs and CMOs, a lack of strategy translates to missed opportunities, ineffective campaigns, and a poor return on investment.
2. Overpromising Results and Locking You into Rigid Contracts
Many agencies make lofty promises of quick growth, but often fail to deliver once you’re onboard. Worse, they lock you into long-term, rigid contracts that are difficult and costly to exit.
This leaves your brand stuck, with little recourse if results fall short.
“Overpromising is rampant in this industry,” says John. “They set unrealistic expectations and then trap clients in contracts that offer little flexibility.”
3. Poor Communication and Lack of Transparency
Clear communication and transparent reporting are essential for building trust, yet many agencies fail to provide regular updates or clear metrics. Instead, they offer vague data or infrequent updates, leaving you unsure if their efforts are delivering real value.
“Transparency should be non-negotiable,” John emphasizes. “Without clear reporting and regular updates, clients can’t make informed decisions or adjust their strategy as needed.”
This lack of transparency not only causes frustration but prevents brands from optimizing this channel based on performance.
4. Hidden Fees and Extra Charges for Minor Adjustments
In a bid to maximize profits, some agencies charge for every minor adjustment or additional service, creating an environment where basic changes can lead to unexpected fees.
This “nickel-and-dime” approach not only inflates costs but can also create friction and frustration when trying to adapt.
“Transparency is key,” John notes. “You shouldn’t be surprised by extra fees for basic adjustments—adaptability should be built into the relationship.”
For DTC brands, this lack of flexibility slows down progress and limits their ability to response to market changes.
5. Taking Money Without Delivering Work ("Ghost Work")
Some agencies bill clients for tasks that are never actually performed—a practice known as “ghost work.” This lack of accountability drains budgets and leaves you with little to show for your investment.
“Brands deserve accountability,” John states. “You need to know that every dollar you spend is going toward real, measurable efforts—not phantom tasks.”
Ghost work is a red flag that an agency lacks oversight and genuine commitment to client success.
6. Billing for Vanity Metrics Instead of Real Results
Some agencies rely heavily on vanity metrics—like open rates or total email sends—that look impressive on paper but don’t indicate meaningful results, like conversions or revenue. Focusing on these metrics can give you a false sense of progress without driving real business outcomes.
“High open rates mean nothing if they don’t convert to revenue,” John notes. “Real value lies in engagement, conversions, and ROI—not vanity numbers that look good on paper.”
For DTC brands, this focus on vanity metrics can be a costly distraction.
7. Using Junior or Inexperienced Staff Without Disclosure
To maximize profits, many agencies assign smaller accounts to junior team members or freelancers, often without informing you. These inexperienced team members may lack the knowledge and skills to manage complex brand needs, leading to inconsistent quality and less impactful campaigns.
“Brands deserve to know who’s actually handling their campaigns,” John says. “You’re paying for expertise, not a training ground for new hires.”
For clients, this setup can lead to disappointing results and a lack of the senior-level oversight they were expecting.
8. Delaying Results to Extend Contracts
Some agencies intentionally delay progress to keep clients on retainer longer, recommending extended timelines or holding back optimizations. This tactic allows them to secure steady revenue at the expense of your brand’s growth.
“If progress feels slow, question why,” John advises. “A good agency moves fast and makes consistent improvements—not delays.”
9. Relying on Outdated, Generic Tactics
With today’s consumers expecting personalized, relevant content, outdated tactics like bulk email blasts or generic messaging are ineffective and often hurt brand loyalty. Many agencies, however, still rely on these outdated, high-volume approaches.
“Outdated tactics lead to email fatigue,” John explains. “Today’s consumers expect relevance and value—not just more noise in their inbox.”
For DTC brands, relying on these approaches means lower engagement and missed opportunities to build lasting relationships with customers.
10. Pushing Platforms with Hidden Kickbacks
Some agencies recommend specific tools or platforms due to undisclosed partnerships or kickbacks, prioritizing their profit over the client’s best interests. This practice can lead clients to invest in tools that don’t truly fit their needs or budget.
“Agencies should recommend platforms based on fit, not profit,” John emphasizes. “If they’re pushing a particular tool too hard, question their motives.”
This conflict of interest can lead to wasted budget and subpar campaign results.
What Sets Us Apart: A Results-Driven Approach with a Guarantee
Unlike many traditional agencies, we believe in a different approach to email marketing—one that prioritizes your brand’s success from day one. Here’s how we’re redefining agency partnerships for DTC brands:
- Results-First Focus with a Guarantee: We’re so confident in our process that we offer a guarantee. If we don’t deliver on our promises, you have options—no lock-ins, no empty commitments. Your results come first, every time.
- Strategic and Specialized in DTC: Email marketing isn’t one-size-fits-all. We specialize exclusively in the DTC space (we LOVE Klaviyo!), understanding the unique customer journey, loyalty-building strategies, and growth tactics that drive success for direct-to-consumer brands.
- Custom & Tailored: Every brand is different, and so is every approach we create. We take the time to understand your audience, brand voice, and goals, designing custom strategies that are built around your unique needs.
- Collaborative Partnership: We don’t just work for you—we work with you. Expect regular communication, full transparency, and an adaptable approach that lets us pivot when your goals or the market changes. You’ll always know what we’re doing and why.
Before You Hire Anyone, Download Our Guide
Before you make a decision—whether to hire someone in-house, engage an agency, or try doing it yourself—download our free guide
“5 Steps To Quickly Scale Your E-commerce Business Using Email Marketing”.
Email marketing is the fastest, most cost-effective way to skyrocket your subscriber list, drive more sales, and boost your revenue.
In this exclusive free guide, we’ll show you exactly how to do that. No fluff, no confusing tech talk—just an easy to follow, step-by-step guide of exactly what do.
This is a must-read for any business owner, CEO, or marketing manager of a DTC eCommerce brand looking to unlock the full potential of this channel.
Available for a limited time only, this guide offers insights you won’t find anywhere else.
Wanna Know What We Could Do For You?
If you’re serious about growing your eCom business, then we’re serious about helping you.
How does doubling your email marketing revenue sound?
“Great White Media overhauled our flows and since they have been live, our revenue from flows has increased 50%. We will continue to reap the benefits of those flows for a long time.” — Katie Smith, Owner, RockFlowerPaper
“John is a phenomenal email marketer. He has increased our email revenue by a whopping 15%. We highly recommend him. All communications are on point and he’s by far the best we’ve ever worked with” — Jad Kantari, Owner, Eelon
“Within 3 months, we have generated about $1 million with the setup that John helped us create, that’s before all the flows have kicked in. We highly recommend working with him” — Dakota Morse, CRO, Medify Air
