White-label email marketing reseller guide (Updated 2023)By Dew Smith
No portfolio of agency services is complete without email marketing in the mix, and thanks to white-label email marketing software, it’s easier than ever to deliver at scale.
Staying top of mind in an increasingly noisy and saturated online landscape is a top goal for your clients, no matter what industry you serve—and if you can help them achieve that, you'll be their #1 email marketing agency partner.
Email is an essential communication tool for your business clients to pair with white-label social media, SEO, and paid channels, enabling them to get the most out of their digital marketing efforts.
To compete as an email marketing agency, you'll need to be able to deliver excellent, easy-to-use software, as well as top-notch content creation skills to write copy and create attractive templates and campaigns.
Sound like too much for your agency to handle? Thanks to white-label email marketing for agencies, you can offer full-service email marketing to your clients at scale, even if you don’t have the software or capacity in house to deliver.
Read on to discover why white-label email marketing software and services are the perfect addition to your marketing agency’s offering.
Table of Contents
- What is white-label email marketing?
- Who can sell white-label email marketing?
- Why should agencies sell email marketing?
- Benefits of white-label email marketing
- White-label email marketing solutions to resell
- Landing more white-label email marketing clients
What is white-label email marketing?
White-label email marketing refers to both email marketing software and services that are provided by a white-label company to be rebranded and resold by other SaaS resellers.
White-label email marketing software comes in the form of an email marketing platform built by a white-label development company and rebranded by reseller companies for their clients.
An email marketing agency that offers reseller email marketing can customize the software with its own branding and sell it to business clients who use it to manage their email marketing campaigns.
White-label email services, on the other hand, involve a white-label team of writers fulfilling email services for clients under your reseller brand.
Who can sell white-label email marketing?
Any provider of digital marketing services can be an email marketing reseller. This includes:
- Marketing agencies: You don’t have to be a specialized email marketing agency to offer reseller email marketing. Whatever your marketing specialty is, it can be enhanced and complemented by offering white-label email marketing software.
- MSPs: As a managed service provider, you know that it’s important to expand your offering if you want to stay competitive, retain your clients, and land new ones. Offering an email white-label solution is the perfect way to do this.
- Media companies: With clients demanding more digital services from traditional media companies, reseller email marketing is a convenient way to expand your portfolio beyond your core competencies.
Reseller email marketing for agencies, MSPs, and media companies makes it easy to offer clients more value, boost your revenue, and pursue more prospects, without having to develop your own software or hire more staff.
Why should agencies sell email marketing?
Email continues to be a great platform for local businesses to reach their audiences with promotions, contests, newsletters, and more. Consider these facts to see why you don't want to miss out on adding email white-label solutions to your product suite.
- A full 65% of marketing service providers sell email marketing to clients. Are you among them?
- 56% of companies currently use an email marketing provider. Why shouldn’t it be you?
- 75%+ of small businesses will want to purchase marketing automation software over the next year. Are you prepared to say yes when they ask?
- 59% of marketers state that email marketing is their biggest source of ROI. Wouldn’t it be great to deliver serious ROI for your clients?
These all mean that big dollars are spent, and will continue to be spent, on email marketing solutions in the coming years. Don't you want those dollars funneled into your business as an email marketing reseller?
Benefits of white-label email marketing
Before we get into the reseller email marketing solutions you can offer, let’s take a look at why white label is the way to do it. You could, of course, sell a branded email marketing service from another company, and handle email marketing tasks in house. Here’s why your email marketing agency should seriously consider going the white-label route instead.
No development costs
Using white-label email marketing software means you don’t have to develop your own software, but you can still get all the brand-building benefits of selling a product that is completely branded for your agency. With many providers, you don’t even have to worry about high up-front software licensing costs as an email marketing reseller since you only pay for each license once you actually make a sale.
No limits on how much you can scale
The only limit when it comes to scaling your email marketing agency is how much you can sell. You don’t have to worry about being unable to keep up with your contracts, because your white-label email service team will take care of delivering your email marketing services. As an email marketing reseller, your focus is on sales rather than fulfillment.
Become a one-stop shop
Reseller email marketing makes it possible to add another valuable digital marketing solution to your portfolio. The more you can offer, the more you’ll incentivize your clients to consolidate their marketing budget with one convenient vendor: you!
White-label email marketing solutions to resell
Building email marketing software and writing email campaigns is a huge undertaking for any business, which is why taking advantage of the email marketing reseller options on the market should be a serious consideration. Email marketing has a variety of components that can be white labeled or outsourced—including different kinds of email marketing software, email services, and more.
White-label email marketing software
White-label email software is the perfect solution whether you want to give your clients a DIY or DIWM™ (Do-It-With-Me) experience. With a white-label platform, you can either take full control of the creation and management of email marketing campaigns or leave it to white-label pros to handle. Add robust email campaign software to your offering and resell the software to clients at the markup of your choice.
What to consider in white-label email software
Email marketing campaigns and strategies are only as good as the email marketing platform on which they’re created. When you're in the market for a white-label email solution to sell to clients, check for these features:
Robust campaign reporting: You and your clients will want to know the impact of your emails, including CTR, open rates, sales, and trends over time. Reporting makes it possible to gauge exactly how your campaigns are performing so that you can use the data to improve over time and ensure you’re hitting your targets.
100% white labeled: it's only truly white-label email marketing software if the platform is completely customizable. You should be able to add your logo, change the colors to reflect your brand palette, and make other customizations that make the software feel unique to your email marketing agency.
Customizable email campaign templates for clients. Having plenty of beautiful, responsive campaign templates for your clients to start with makes it easy to start sending campaigns right away, saving time on design.
Full compliance with email spam laws, ensuring your clients don’t get into any legal trouble.
Drag-and-drop builder that makes it easy to create attractive emails and campaigns from scratch or to make adjustments to templates without any special design skills.
White-label managed email services
Managed email services are a revenue booster for both your clients and your email marketing agency. Email is a great channel to use for keeping your clients and their customers connected, and it's an excellent solution to add to your arsenal for cross-selling and upselling. Email is a highly versatile channel that can be used for sales and marketing campaigns, newsletters, contests, and giveaways—anything your client can imagine!
Writing custom email marketing campaigns may not be your team's forte, or you may lack experience in creating and managing different kinds of email campaigns. Maybe you just don’t have the capacity to manage campaigns in house. If this sounds like you, leaving some (or all) of your email marketing to a white-label email service team may be a good option. White-label managed email services allow you to sell email marketing campaigns without having to handle the writing or creation of campaigns.
This managed service is a great add-on or upsell to foundational email marketing software solutions, too!
Types of white-label email campaigns to leverage
Newsletters: To keep your client's customers updated on the business, share product or service updates, and keep their brand top of mind for customers and prospects alike.
Drip campaigns: To improve engagement and nurture leads, turning email sign-ups into conversions.
Sales campaigns: To notify your clients’ customers about timely deals and promotions. These can be sent to segmented sections of your client’s audience for a more personalized experience and improved conversion metrics.
Holiday/event emails: To improve your client’s brand recognition and promote any digital or live events they may be hosting.
Welcome emails: To ensure that new customers have a positive first impression.
Triggered emails: To stay ahead of the game by sending prospects emails based on their interactions with your client’s website or other behaviors that can trigger emails.
This isn’t an exhaustive list of the types of email campaigns you can create for your clients as an email marketing agency. Some white-label email service providers may specialize in specific campaign types, so be sure to understand what they offer before signing a contract.
*Note: If offering DIFM (Do-It-For-Me) managed email services, a white-label email marketing platform is not necessarily required! The white-label team may fulfill from their own email software for your clients.
What to consider in white-label email services
Brand voice matching: Ensure the white-label email service provider you choose has your clients’ best interest at heart. Consistency in marketing is key, and email marketing should reflect your client’s brand personality throughout the copy and the design of emails.
Quality and turnaround time of emails: When it comes to digital marketing, timing is vital. This is especially true when it comes to email. Choose a white-label email service that can get your client’s message out on time, every time.
Variety of campaigns: Your clients may have varying needs, so make sure your providers can fulfill all sorts of campaigns, including newsletters, sales, marketing campaigns, drip campaigns, and brand promotion.
Full compliance with email spam laws: the last thing you want is for your clients to get in legal trouble because of non-compliance by your reseller email marketing service provider, so it’s important to choose a reputable one.
Branded templates: Look for a white-label email service that can create beautiful, branded templates that align with your client’s visual identity and business goals.
Additional email-improving solutions
There are many apps and white-label services that can complement or enhance your reseller email marketing service.
Google Workspace: While not white labeled, you can give your clients a branded email address to send their campaigns from! Not only that, but offer them the productivity tools they need from the most reputable tech company around: Google. Read our Google Workspace reseller guide for more information.
White-label graphic design: Pair your white-label email marketing software or services with additional content services to beef up your client's campaigns. White-label graphic design can be used to make custom images for your emails, like holiday sales graphics and more.
White-label video creation: Emails with video see a 96% higher CTR than emails without video, so leverage white-label video services to increase the effectiveness of your clients' campaigns!
White-label review generation: Using email to generate more reviews for your clients is a great way to introduce automated reputation management into your suite of services. Your clients need more reviews, and email campaigns can be a great way to generate them from happy customers.
Landing more white-label email marketing clients
By now, hopefully we’ve convinced you of the value of white-label email marketing for agencies. The next step after setting up your reseller email marketing is to land more clients. Here are some tips for how you can do just that.
Offer low-cost email marketing
Some services lend themselves particularly well to tiered pricing, and email white-label solutions are among them. By having different pricing tiers, including low-cost email marketing, you give your clients an accessible on-ramp for trying your new white-label email service. That way, they’ll be more incentivized to try your service. Once they see how great it is, you can upsell them to more expensive, robust tiers.
You can, of course, have full-featured tiers that are more expensive from the jump. The idea is to have something for everyone, including clients who may not have very large budgets just yet: Low-cost email marketing with basic features can be the perfect way to get them on board.
Bundle with other services
Bundling products and services creates an incentive for your clients to allocate more of their marketing dollars to your agency. If they can get their email marketing, PPC ads, and SEO taken care of by one agency they trust, they have less of a reason to bother with your competitors. We’ve provided some ideas for products you can bundle with email marketing for agencies, but don’t hesitate to create bundles based on what your clients typically purchase.
If you don’t have a referral program yet, it’s well worth considering one for your email marketing agency. Incentivize your happy customers to spread the word with things like discounts, cash incentives, or other prizes.
When it comes to offering a foundational solution to your business clients like email marketing, why wait to hire and train a fulfillment team? Why wait months (or years) to build out your own software, which likely won't stand a chance against other market leaders? You don't have to dilute your brand by outsourcing or reselling other companies' software. Instead, grow your portfolio with robust, ready-to-sell white-label email service and product solutions.
Experiment with essential solution bundles for clients and improve the results of your marketing campaigns by adding email into the mix. Check out other white-label marketing solutions you can offer to grow your revenue.