You have likely heard of email marketing. In fact, if you have an email account, you are the recipient of it on a regular basis. It is one of the most prevalent ways that companies market their products or services to consumers today. But what is private label email?
While it is not as well-known as email marketing, white label email has been around for a number of years. Organizations execute this tactic when they rebrand an existing email platform with their own collateral such as their logo and business name. The purpose of doing so is to resell it, often at a significantly marked up price, to their clients.
Seeing Dollar Signs
Of course, the most obvious benefit of selling a customized email platform is the additional revenue is generates. For an email marketing agency, for example, the source of revenue extends to the money the agency will earn by implementing clients’ campaigns in-house instead of farming them out to a third-party administrator. It also enhances the agency’s appeal to potential clients as a one-stop shop for all of their email marketing needs.
Image is Everything
Speaking of appeal, private label email gives companies credibility and establishes them as power players in their market. Think about it: they have created their own email platform. That is a big deal.
Plus, while most organizations have the desire to leverage email marketing (due to its general success in driving sales), many are mystified about how to execute it effectively. Yes, they may understand that a higher open rate is better than one below average, but they do not necessarily possess the knowledge about critical pieces such as subject line A/B testing, merging mail lists into the platform and the most optimal times to send their campaigns.
If you offer white label email as part of your services – albeit a paid service – you stand a good chance of establishing your business as the expert that can help clients navigate the winding twists and turns of email marketing.
Lean on Me
As long as you manage your private label email platform well, making it dependable for your clients, they should come to rely on it for all of their email marketing needs. After all, most organizations do not have the time or manpower to spend on learning new software on a frequent basis. So if the platform performs with few glitches, is intuitive – aka., easy to learn – and delivers the results they want, clients have virtually no reason to seek out a different program.
Perhaps just as important, as the owner of the application, you hold the power in terms of your clients’ marketing analytics – data about their clients’ behavior in response to campaigns. Once considered a fringe practice, in recent years, the number of companies utilizing analytics has spiked to the point where it has almost become a necessity to achieve positive marketing outcomes.
Providing a white label email platform will also give you access to your clients’ campaign schedules, usage and reports. This “inside look” should give you an advantage in generating opportunities for additional revenue.