Retainer Scope and Pricing Review (Delivery)

Retainer Scope and Pricing Review (Delivery)

1. 01

   Inventory the client's current email tooling and monthly send volume

   List which platform the client uses, the size of their active list, and typical campaign frequency. This determines whether the retainer should cover a low-cost tool like BigMailer or a more feature-rich option such as Campaign Monitor.

2. 02

   Map every deliverable to a specific service line

   Break the engagement into list growth, segmentation, creative, and sends. Each line should have its own effort estimate so the retainer reflects the bundled value rather than just the tool fee.

3. 03

   Calculate the minimum viable retainer based on hours and tool costs

   Use a blended hourly rate for strategy, design, and execution. Add the platform subscription and any per-send overages. If the total falls below your agency's margin threshold, flag it for renegotiation.

4. 04

   Define performance metrics tied to revenue, not just opens

   Agree on KPIs such as list growth rate, conversion from email, and revenue per campaign. These justify the retainer by linking email activity to client business outcomes.

5. 05

   Document the escalation path for deliverability issues

   Specify who monitors bounce rates and spam complaints, and how the client is notified if sending reputation drops. This prevents reactive firefighting from eating into retainer hours.

6. 06

   Set a quarterly review cadence to adjust scope and pricing

   Schedule a business review every 90 days to revisit list size, send frequency, and service mix. This keeps the retainer aligned with the client's growth and prevents scope creep.