The Real Price of That "Quick Email”: How Client Comms Are Draining Your Agency’s Profits
- Natalie Coombe
- 3 days ago
- 4 min read
Are “quick” client emails eating your profits? Agency owners, it’s time to stop working for free. Learn how to reclaim your time and boost your bottom line—without burning out.
Ever had a client send a “just a quick one!” email…and before you know it, you’ve burned 25 minutes, lost your train of thought, and are now running late for your next meeting?
(If you’re nodding, you’re in good company. And if you’re not, well, I’d like to know your secret!)
Let’s talk about the hidden cost of ad hoc client communication.
Because for most agency owners, it’s not the big, dramatic moments that erode profitability - it’s the quiet, constant drip of “quick” emails, unscheduled calls, and “can you just…” messages that never make it onto an invoice.
Here’s the thing: Most of us don’t charge for that time.
That was the biggest “aha” moment in a recent session with a group of agency owners. As my Profit Project clients put it recently: “We’re not billing for all that back-and-forth, and it adds up.”
It really does.
Let’s break down what’s actually happening.
You get a client email that “should only take five minutes.” But by the time you’ve read it, found the file they’re referencing, remembered the context, crafted a thoughtful reply, and then re-focused on what you were doing…well, let’s just say you’re not winning any productivity awards.
Multiply that by a dozen clients, several times a week, and suddenly your “billable” hours are looking a lot less billable.
When you don’t track or charge for this time, you’re quietly lowering your effective hourly rate (meaning you earn LESS)
And if you’re like most agency owners I work with, you’re already prioritizing paying your team, your freelancers, and your suppliers - often before yourself.
Sound familiar?
It’s no wonder so many agency owners end up as the lowest paid member of their own team, despite working evenings, weekends, and being the one who holds everything together.
(And yes, we talked about that in the call, too. Along with the joys of pricing big projects, the “messy middle” of team growth, and why your sales process might actually be free strategy work. But I digress…)
Back to those “quick” emails.
The truth is, client communication is work.
It’s part of the value you deliver.
When you don’t account for it - by building it into your pricing, tracking it as a line item, or setting clear boundaries - you’re effectively doing it for free.
And that’s not why you started your agency.
So, what can you do about it?
First, get honest about how much time you actually spend on client communication.
Track it for a week. (<-- this is teh Marie Kondo of business! haha)
Next, consider how you can build that time into your pricing structure.
Can you add a “client management” line item to your proposals?
Can you set expectations with clients about response times, or batch your replies to protect your focus?
And - this is a big one - can you start treating your time as the valuable, limited resource it is?
Because here’s what I see, over and over: When agency owners start tracking and valuing their communication time, everything shifts.
They reclaim hours in their week.
They stop feeling resentful about “all the little things” that eat into their day.
And - most importantly - they start paying themselves like the CEO their business needs.
This isn’t about nickel-and-diming your clients.
It’s about running a profitable, sustainable agency - one where you’re not always the last in line for a pay rise.
And if you want to see what’s really possible when you get intentional about your time and your pricing, I’ve put together a free resource just for you.
It’s called the Complete Agency Guide, and inside you’ll find practical steps to:
Identify the hidden time drains in your business (yes, including those “quick” emails)
Restructure your pricing to reflect the true value of your services
Set boundaries that protect your focus - and your profit
Start paying yourself a CEO-level salary, with the team support and work-life balance you actually want
Because YOU are worth it.
Ready to stop working for free and finally get paid what you deserve?
Download the Complete Agency Guide now and take the first step toward a more profitable, sustainable agency - where your time is valued, your team is supported, and evenings and weekends are yours again.
(And if you’re curious about the other “aha” moments we covered in the call - like why your sales process might be free strategy work, or how to navigate the messy transition phase as you grow your team - you’ll find plenty of insights inside the guide, too)
Because the real cost of “just a quick email” isn’t just your time.
It’s your profit.
It’s your peace of mind.
And it’s absolutely fixable.
You’ve got this.
Because YOU are worth it!
Natalie
PS. Agency life doesn’t have to mean being the lowest paid, most stressed-out person in the room. Grab your free Complete Agency Guide and see how agency owners just like you are reclaiming their time, boosting their profits, and finally paying themselves what they’re worth - without burning out.
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