Email Marketing: DIY, Done-For-You, or Agency?

By Sean Tinney August 14, 2025

Confused about which email marketing setup is best for you? Many businesses spend over $1,200 trying out DIY methods or overspend on agencies. Here’s a clear comparison of the three primary approaches to email marketing: DIY, Done-For-You, and Agency, complete with costs, timelines, and potential ROI.

Understanding Email Marketing Setup

Email marketing setup is crucial for your communication strategy. It involves configuring your platform, automating email sequences, designing templates, setting up landing pages, and integrating analytics. The choice between DIY, Done-For-You, or Agency setups determines your budget, timeline, and email marketing efficiency.

Comparing Email Marketing Approaches

DIY Email Marketing: The DIY Path

Cost: Around $20 – $50/month for tools if your list remains under 500.
Time Commitment: Approximately 40-60 hours upfront.
Skill Level Needed: High technical skill required.
Management: Completely self-managed.

DIY means complete control but also complete responsibility. You will invest time in learning, creating templates, testing automations, and troubleshooting problems.

The real cost isn’t in software but in the hours spent setting everything up. With an average rate of $30/hour, just 40 hours equates to $1,200 in opportunity cost.

Successful DIY Email Marketing Tactics:

• Consistent daily dedication to email marketing tasks.
• A desire to learn and utilize marketing technology.
• Strong abilities in both copywriting and design.
• Capability to solve technical integration issues.

Challenges of DIY Email Setup:

• Suboptimal design may result in high unsubscribe rates.
• Automation issues leading to ineffective lead nurturing.
• Compliance risks with regulations like CAN-SPAM and GDPR.

Partnering with an Agency for Email Marketing

Cost: Ranges from $1,500 – $5,000 for setup plus a $750/month management fee.
Setup Time: Generally 2 – 4 weeks.
Skill Level Needed: None required.
Management: Involves meetings and approvals.

Agencies offer comprehensive services, including strategy, design, and optimizations, providing you with a full-fledged marketing team.

This approach suits businesses with monthly revenues over $50K. For smaller companies, this may be excessive spending.

Advantages of Agency-Managed Email Marketing:

• Consistent monthly revenues exceeding $50K.
• Preference for hands-off email marketing.
• A willingness to spend $20K+ annually.
• Need for ongoing campaign adjustments.

Agency Email Marketing Challenges:

• Long-term commitments like 6 – 12 months.
• Limited control over daily operations.
• Communications delays can affect timely changes.
• Excessive expenses for small businesses.

Exploring Done-For-You Email Marketing

Cost: A $79 one-time setup fee (discounted from $599) + $30/month subscription.
Time Commitment: One week.
Skill Level Needed: None for setup, basic for managing.
Management: Simple duties like sending and monitoring.

Done-for-you services assemble your system, letting you handle just the essential operations post-setup.

This service provides tailored templates, automations, and landing pages for your company. Post-setup, your main task is composing and dispatching emails.

Key Features of Done-For-You Setup:

• Customized email designs reflecting your brand identity.
• Landing pages optimized for conversions.
• Professionally crafted opt-in forms with essential data fields.
• Welcome emails to engage new subscribers.
• Automations triggered by subscriber actions.
• Scheduled newsletter drafts sent weekly.
• Advanced email authentication setups such as DKIM and DMARC.

Best Fit for Done-For-You Email Marketing:

• Desire professional outcomes without high costs.
• Ability to manage simple, regular tasks.
• Focus on cost-effectiveness.
• Value for time management.

Comparing Costs of Email Marketing Setups

Here’s a first-year cost comparison for a small enterprise:

DIY:

• Software: $30 monthly x 12 = $360
• Your Time: 40 hours x $30 = $1,200
• Mistakes/Rebuilds: Estimated at $500
• Total: $2,060

Agency:

• Setup: $2,500
• Monthly: $750 x 12 = $9,000
• Total: $11,500

Done-For-You:

• Setup: $79
• Software: $30 x 12 = $360
• Total: $439

Quality Comparison in Email Marketing Setup

Assessing Professional Design and Templates

• DIY: Quality varies based on individual skills.
• Agency: High-quality custom strategies and designs.
• Done-For-You: Offers professional templates, superior to DIY.

Analyzing Automation Complexity

• Agency: Complex segmentation and strategies.
• Done-For-You: Offers essential sequences and segmentation.
• DIY: Often suffers from incomplete or flawed sequences.

Evaluating Email Marketing Setup Timelines

• DIY: 4 – 8 weeks for learning and creation.
• Agency: 2 – 4 weeks.
• Done-For-You: One week.

Selecting the Right Email Marketing Setup

Opt for DIY Email Marketing If:

• Your budget is tight, with more time available than funds.
• Prepared to invest 40+ hours in learning and setup.
• Enjoy working with marketing technology.
• Operating on an annual budget under $500.

Opt for Done-For-You Email Marketing If:

• Revenue is between $10K – $50K monthly.
• Desire professional results at a reduced price.
• Capable of managing ongoing tasks yourself.
• Aim to launch within 1-2 weeks.
• Seek cost management and flexibility.

Opt for Agency Email Marketing If:

• Your monthly revenue surpasses $50K.
• Email marketing already generates substantial income.
• Need a hands-off management solution.
• Planned annual budget exceeds $15K.
• Require advanced segmentation and strategy.

Making the Wise Choice in Email Marketing

For those with limited resources, DIY may be the best option.

If your email marketing is a major revenue stream, agencies could be ideal.

Choose done-for-you to get professional results without the hefty price.

AWeber’s Done For You service combines the best of both worlds—professional setup in just 7 days for $79, followed by self-management. 

Start Your 7-Day Email Marketing Setup for $79

Click Here For More Email Marketing tips and strategies.