September 11, 2024
Email marketing is still one of the most effective digital marketing channels to acquire and retain customers and generate sales. As we move deeper into 2024, the convenience of being able to delegate email marketing tasks to capable partners through white label solutions will be a major benefit. This helps businesses to leverage on expertise and tools without having to invest in building extensive staff and infrastructure.
White label email marketing is a business model where a business hires a third party to provide email marketing services while the latter is branded under the former’s name. The client has complete decision-making power over the campaign’s strategy, message, design, and contact lists while the provider manages the campaign’s technical platform, implementation, and distribution.
For the client, it offers the capability to access enterprise-grade email marketing without the need to develop this competency in house. It involves the management of the infrastructure, software, skills, and constant optimisation to perform efficient and legal email marketing campaigns.
As opposed to basic reseller arrangements, white-label email marketing allows deeper customisation and control for the business purchasing the services. This model has given rise to white label email marketing reseller, who act as intermediaries between service providers and end clients. These resellers can offer tailored solutions to their customers while leveraging the robust infrastructure of established email marketing platforms.
There are several key reasons why businesses choose to work with white-label email marketing partners rather than managing everything in-house:
Email marketing encompasses several complex disciplines – creative design, copywriting, compliance, analytics, deliverability optimisation and more. Building an in-house team skilled across all these areas is resource-intensive.
White label services offer proven expertise and technology that would be costly for most businesses to develop internally. Partners continuously refine their capabilities to adapt to evolving best practices.
When leveraging a white label provider, internal marketing resources can focus on high-value strategic tasks rather than getting bogged down in execution minutiae. Eliminating the need to manage infrastructure, troubleshoot delivery issues or code HTML frees up time and mental bandwidth.
Marketers can dedicate their efforts towards understanding customers, shaping campaigns and analysing performance rather than manual activities that could be reliably outsourced.
Specialised email service providers continuously monitor and optimise essential back-end infrastructure issues such as IP reputations to maximise deliverability into the inbox. This expertise is challenging for any single brand to match.
High inbox placement rates allow brands to enjoy greater open and click-through rates. Subscribers are more likely to actively engage with email content if they trust it to reliably appear in their inbox rather than being lost to spam folders or blocking filters.
Seasonal peaks or growth spurts often create a need to rapidly scale up email-sending capacity. However, building additional infrastructure for such scenarios is inefficient. White label services can offer flexible access to vast sending capacity to easily handle rising demand.
Sudden surges, whether driven by promotions, lead generation drives or triggered campaigns, are smoothly managed without impacting deliverability. Volume scales back down during quieter periods without leaving resources idle.
New regulations, changes in spam filters, and new inbox delivery criteria are always in the process of changing the email marketing environment. White label providers are solely responsible for upgrading their proficiency in order to cope with such changes.
Instead of constantly having to reinvest in internal talent and infrastructure, clients can confidently outsource to expert partners so that compliance, deliverability, and performance are maximised as conditions shift.
The need to hire specialised personnel to manage the email marketing, the costs incurred in putting in place infrastructure to support the email marketing, and the need to provide for constant training in the different skill sets required for the email marketing all amount to overhead costs that are incurred when the email marketing is conducted within the firm. White labelled services convert these fixed costs into operating expenses that are usage based.
Reduction in cost from retiring legacy on-premise also contributes positively to the ROI from outsourcing to cloud based white label services. Instead of paying for capacity that is not being used, organisations only pay for the capacity they are using.
As the number of white label email marketing providers increases, it is necessary to evaluate potential partners based on certain criteria before choosing the right one.
Seeking out dedicated email service providers rather than generic marketing agencies ensures deeper capabilities geared specifically for email channel needs like compliance, deliverability infrastructure, and built-in automation.
Look for experience supporting reputable brands within your target industry to benchmark delivery performance and strategic best practices.
The email marketing landscape evolves rapidly. Partners should exhibit consistent technology innovation to keep ahead of trends in consumer engagement and inbox placement.
Ask potential providers about their roadmap for enhancing capabilities. Cloud-native infrastructure also allows more agile upgrades to manage market changes.
Considering the fact that large volumes of customer information are processed, evaluate aspects such as encryption protocols, access rights, data breach procedures and compliance badges.
Check audit logs and reports that describe how the provider protects your information and avoids the abuse of email communication.
Low deliverability infrastructure significantly reduces the efficiency of email marketing. Check the previous availability and delivery numbers to ensure consistent and efficient current performance in client accounts.
Ensure that multi-geo sending infrastructure and failover do not allow outages to affect the campaigns.
This is very important for mission-critical email marketing operations since the level of support expertise that is available if problems occur is another important factor.
Assess the time it takes to address support tickets in various levels, specific email delivery problem solving capabilities, and account handling strategy.
Fundamental email functionalities are the same across the board, but the use cases, integrations, reporting, consent, and branding are massively different for different businesses.
Evaluate the extent of the possible initial and continuous adaptations to the white label solution to meet your operations, tools, and subscribers.
It is not easy to compare the pricing models since the features and capabilities vary from one pricing model to another. Demand the provider disclose all aspects that contribute to the costs such as contacts, campaigns, deliveries, support tiers, customisation etc.
Ideally, the model should be able to grow with the business in a smooth manner rather than along the pricing bands that may require a big jump in the budget.
The future appears to hold even greater potential for using the tools to continually increase the level of customer interaction through email. Choosing the right white-label partner brings in niche experience and tools to realise email’s potential – all while avoiding the challenges of homegrown construction. Before leaping into the provider selection, it is advisable to take time and assess the providers on the basis of the above criteria. With the fundamentals of success laid out, you will be in the right place to reap maximum benefits from this crucial marketing facility.
