How to choose an email marketing agency
A practical guide for businesses in Romania: what to ask, what to check and which red flags to avoid before you hand your email channel to someone.
Updated: July 2026
What matters when choosing an email marketing agency?
A good email marketing agency works on its own platform instead of reselling a tool, and it builds your setup, flows and campaigns rather than just giving you access. Check the platform they use, GDPR compliance in Romania, pricing transparency, revenue reporting and who actually writes the emails.
6 things to check
Own platform or reselling
Ask which platform they use. An agency that only resells Mailchimp charges you extra for a tool you could get yourself. One with its own platform controls deliverability, segmentation and AI trained on your brand voice.
Done-for-you or just tools
Clarify who does the work. Some agencies give you access to a tool and leave you to figure it out. You need someone who configures the server, writes the flows and sends the campaigns, so it does not eat your time.
GDPR compliance for Romania
Commercial email is regulated, by GDPR and Law 506/2004. Ask to see how they handle consent, double opt-in and unsubscribe. An agency that ignores this exposes you to fines.
Pricing transparency
A clear subscription price with no hidden costs. Be wary of offers with no numbers or long contracts you cannot cancel. The one-time setup should be stated up front.
Revenue reporting, not opens
Opens and clicks are vanity metrics. Ask whether they report the revenue generated per flow and per campaign. Without that you do not know if email actually makes money.
Who writes the emails
Content is what makes the difference. Find out whether the copy is written in your brand voice or generated generically. An email that sounds like a robot does not sell.
Red flags
- They ask for sensitive data before a signed contract
- They promise guaranteed results without seeing your list
- They will not show you how they measure email revenue
- A long contract with no clear exit clause
- A 'from zero' price that never explains what is included
Questions to ask on the first call
- Which platform do you use and why?
- Who actually writes and sends the campaigns?
- How do you measure the revenue email generates?
- How do you handle consent and unsubscribe?
- What happens if I want to end the engagement?
Frequently asked questions
How much does an email marketing agency cost in Romania?
It depends on the model. For a done-for-you subscription, prices usually start at a few hundred lei per month plus a one-time setup. What matters is what is included: the platform, the flows, the written campaigns and revenue reporting.
An agency or do it myself with Mailchimp?
If you have the time and know how to write flows, a self-service tool works. If you want results without managing it yourself, a done-for-you agency configures and runs the channel for you.
How do I know an agency is GDPR compliant?
Ask to see the consent, double opt-in and unsubscribe process. A serious agency explains how it complies with GDPR and Law 506/2004 for commercial email in Romania.
How soon do I see results?
The first automated flows, such as cart abandonment and win-back, can bring revenue in the first month because they run on the customers you already have. Monthly campaigns build over the medium term.
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