Email Marketing Agency Evaluation Checklist
Comprehensive vetting questionnaire to evaluate vendor domain security, copy quality, and reporting rigor.
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### 1. Technical Infrastructure & Deliverability
- [ ] How do you handle SPF, DKIM, and DMARC setup on client domains?
- [ ] What is your protocol if a client domain spam complaint rate spikes above 0.2%?
- [ ] Do you send from dedicated IPs or shared pools? How do you monitor reputation?
- [ ] What list hygiene tools (ZeroBounce, NeverBounce) do you use prior to campaign deployment?
### 2. Strategy, Copywriting & Design
- [ ] Can you provide 3 anonymized examples of B2B and local business nurture sequences you authored?
- [ ] How do you balance plain-text conversational emails against heavy graphic templates?
- [ ] What is your process for learning our industry terminology and authentic brand voice?
### 3. CRM & Automation Integration
- [ ] Are you certified or experienced in GoHighLevel workflow automation and snapshot deployment?
- [ ] How do you synchronize email engagement tags with our sales pipeline and CRM deal stages?
- [ ] Do you set up automated appointment reminder and quote follow-up sequences?
### 4. Governance & Account Ownership
- [ ] Will all sending domains, DNS records, and software accounts remain 100% owned by our company?
- [ ] What happens to our automation workflows and copy assets if we terminate the contract?
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