This is not really an email marketing specific article, but I found it very useful so I’d like to share it with you:

Selecting a creative agency – or, more to the point, the right agency – is a crucial decision for any company. Choosing wisely will lead to visible, positive results for your company. The wrong agency fit, conversely, will not only be a waste of money but also make your marketing life miserable. Too many companies take a haphazard approach to this critical decision; they may get lucky, or they may not. Based on experience, here is a structured approach that should lead to the best decision.

Step 1: Develop a long list of agencies to evaluate. The best
source in compiling this list is referrals from colleagues. Additional
sources are the local Yellow Pages or internet resources such as
agencyfinder.com. Start with at least 12 agencies to investigate
further, but no more than 20.

Step 2: Conduct your initial research. Use the internet to
check out the agencies on your initial list and eliminate any obvious
poor fits. Some agencies focus on specific industry niches, while
others have a broader focus but are clearly more business-to-business
(b2b) or business-to-consumer (b2c) oriented. Most agencies won’t work
with two or more clients who are direct competitors, so if you see one
of your closest competitors on an agency’s client/reference list, drop
them from consideration. Make sure each agency includes the services
you need among their core competencies. The goal in this step is reduce
your initial list down to six to ten agencies for further consideration.

Step 3: Develop your request for proposal (RFP). This step in
actually somewhat controversial, as there are "experts" out there who
will tell you not to use an RFP, but rather to utilize a request for
information (RFI), which is largely more a semantical difference than a
substantive one; the goal is to collect some specific information from
each of the agencies on your list, whatever you want to call this.
Other sources will tell you that agencies hate RFPs, when what they
really mean is that agencies hate poorly-crafted RFPs; following the
outline "How to Write an Ad Agency RFP" will help avoid this outcome.

In developing your RFP, remember that you are seeking to establish a
business relationship with a marketing agency, so 1) respect their
time, and 2) don’t just ask questions, but also give the agency enough
information about your industry, your company, and your specific needs
to determine if there is a fit from their perspective.

Have all of the individuals on your internal selection team sign off
on the RFP before sending it out; there is nothing more frustrating,
for you or the agencies involved, than to go through the entire RFP
process only to have to do it over – because a key individual on your
end wasn’t consulted, you didn’t ask the right questions, you didn’t
have the objective(s) identified properly, or due to some other
avoidable circumstance.

Step 4. Call each agency on your list. Introduce yourself and
your company, and tell them you’d like to include them in your RFP
process. This step serves three purposes: first, it allows any agency
which doesn’t want to respond to your RFP, for any reason, to opt out
of the process right away. Second, it enables you to speak directly to
an appropriate individual at the agency and begin establishing a
rapport. Third, it assures that you will be sending your RFP to the
right person at the agency. You should tell this person how many
agencies will be receiving the RFP. You don’t have to volunteer the
specific names of the other agencies you’ll be contacting, but should
provide this information if asked.

Step 5: Send out the RFPs to the agencies who have agreed to participate. Make
yourself available to answer their (inevitable) questions, and let them
know that you are available for this. If you have included any
out-of-town agencies on your list, be aware that they may expect at
least partial reimbursement for their travel expenses if you invite
them to give a presentation; get agreement from your internal selection
team (specifically those with expense approval authority) beforehand as
to how you will handle this.

Step 6: Evaluate the RFP responses, eliminating those
agencies which are less than an excellent fit for your needs, in order
to get down to your short list of finalists (at least two, but
certainly no more than five). In evaluating the responses, ask
questions such as: are you comfortable with their experience, size and
resources? With their approach to your challenge(s) and objective(s)?
Are you confident that your account will be large enough to be
important to them? Are you impressed by the quality and tone of their
creative work?

And of course, call their references. Specifically, ask about their
satisfaction with their agency relationship. Does the agency
consistently meet specified timelines? Do they adhere to their quoted
prices? Are they easy/pleasant to work with? What results have been
achieved?

Step 7. Arrange for presentations from each of your finalist agencies.
Ideally, unless you are able to eliminate an agency from consideration
after the first presentation, you should schedule two presentations
with each agency: one at your facility (to give their personnel some
impression of your offices, people and work environment) and a second
at their agency, including a tour.

At this step you and your evaluation team will have the opportunity
to share with the agency representatives more information about your
industry, your company, and your unique strengths, challenges and
goals. Each agency has the opportunity to tell you more about their
capabilities, approach and practices. While the facts are certainly
important, the most critical criterion at this point is chemistry: are
you comfortable with the agency’s team, and are they people you look
forward to working with and entrusting with your company’s promotional
activities?

Step 8. It’s time to make your final selection. Regardless of
the titles involved, your internal selection team should agree to
discuss the merits of the competing agencies as peers in a freewheeling
discussion. In a perfect world, you would all agree on which agency was
the clear winner; in the real world, compromise will likely be
necessary on someone’s part, and the final decision may not be yours.
That’s why the freewheeling discussion component is critical; if one
individual (e.g. your CEO or CMO) ultimately makes the final decision,
at least all of the facts and opinions of the team have been aired.

As the last step, you need to inform each of the finalist agencies of your decision.
Because the rejections are tougher, I recommend getting these out of
the way first. Call each agency and let them know of your decision and,
in a positive manner, the reasoning behind it. Follow up with an email
thanking them for their participation in your process, praising their
strengths, and again briefly stating your rationale for the final
selection. Then, call the winning agency and give them the good news.

Best of luck with your agency selection process.

Related article: How to Write an Ad Agency RFP

Source: WebMarketCentral