What is White Label Email Marketing? (and is it right for you)

Do you offer digital marketing services? Are you considering offering additional services to your online customers to generate incremental revenue? You may want to consider offering a White Label Email Marketing solution

What is white label email marketing?

Reachmail is offering an email solution that takes your brand, colors and logos and turns you into an instant email service provider. Commonly, the solution offers support and complete turnkey operation and allows you then to offer this service to your end user clients as of complete email marketing platform Support considerations are a key factor but are typically it is usually included in your package.

How does it actually work?

Beyond the basics of adding your branding, there are a number of key questions you need to investigate to see how truly “white label” the solution is. Ask the vendor:

  • How does the service track links?
  • Within the white label solution does it have your logo or brand on the tracking links?
  • Does support act as your brand and not the email service provider?
  • Bottom-line – how far does the white label solution go in supporting your brand?

Is offering a white label solution right for me?

People who successfully offer white label email Solutions have several things in common. First, they offer digital marketing solutions to marketers that are similar to email service providers but not competitive. Second, your customers are overwhelmingly digital marketers. Third, your clients frequently need advice and assistance in regards to their email marketing efforts. Fourth, you’d like to add an ongoing profit stream to your business.

Customer support

Customer support can make the difference between success or failure of your white label email offering. For example, ReachMail’s white label email marketing solution offers complete support by a chat or email and ReachMail also continually invests in upgrades. You want to focus on a similar support set up so that you can focus on your core product and not have to pay extra labor and support costs.  So check with the white label vendor to make sure that support is included otherwise you have to dedicate our technical support team who providing expertise in the solution that you’re not familiar with.

What kind of profit can I expect?

Measuring profit is an important challenge when determining what white label solution you should use. There are two basic models.

  • One model is to charge standard pricing to the end-user clients. While you, the white label provider handles the billing and you get a percentage.  
  • The other model  is for you to receive a majorly reduced price and you mark up based on your own market conditions.

Under the second scenario you can double or probably triple your profits over getting a set percentage, moreover you have more control over your pricing solution and your customer experience.

How do I sign up customers?

There are two ways to sign up customers. First, you can put a customized sign up form on your website that allows your clients to sign up on their own and get a customized welcome email with your branding and your logo. The other option is for you to manually create an account on demand and send the welcome email.

How hard is it to set up?

Setting up a white label email marketing account is relatively straightforward.  To get started you need two things:

1. Your logo
2. Your color description and your brand name.

That’s it. It should it’s a basic snap to set up your account and you can get started within minutes

You’ll then have the option to add a sign-up form on your own website to allow your clients to setup accounts automatically.

How does ReachMail compare to the other major white label email marketing solutions?

Here’s a chart comparing each platform on key features commonly found on most white label email solutions:

Your brand and logos – all white label solutions provide a way for you to brand the solution with your logo and colors.

API or user interface – think about how your customers will use the solution. Will they always login and manually execute an email marketing campaign or will they expect to use an api to send a campaign?

Admin or portal tool – to manage your end user accounts. Would you like to have access 24×7 to your end user accounts and be able to add/delete users or permissions? Having a portal allows you to not have to rely on the white label solution support to do that.

Feature control – for some solutions – you can enable/disable various advanced features such as surveys or email previews. ReachMail provides a complete solution with all available features for you

Your branded support – does customer service from the white label solution represent your brand or their brand? If you want to control the brand experience – you’ll want your customers to see your brand exclusively – not the white label solution provider.

Transparent pricing – if you can’t make money there’s no point in offering this service. You need to see upfront your pricing and to be easily able to calculate that you can make large enough profits.

Long term contracts – do you have to pay a fixed monthly fee regardless of your end customers activity or do you have flexibility scale up or down as your customers activity changes. Something to keep in mind as you make a decision.

America’s Relationship With Work Email

We surveyed one thousand people who consider email significant to their work, to find out which parts of the country have the busiest professionals.

Americans differ when it comes to the rate at which they check work email. Thirty percent have their email open constantly, 54 percent check their email multiple times per day, and just 16 percent check their email once a day or less. Thirty-seven percent of workers in the Northeast report their email is constantly open in front of them at work, and 31 percent from the West say the same—these two regions are both above the national average. Massachusetts has the national high, with 68 percent of professionals in the state reporting they have their email open throughout the work day.

How about the infamous “first check” of the day—does it happen in bed, at breakfast, on the train, twenty minutes after you’ve arrived at the office and gossiped for a bit? Well, 71 percent of Americans check for the first time between 5 a.m. and 9 a.m. New York and New Jersey average the latest first check—just before 9 a.m.—and people in Utah check earliest, just after 6:30 a.m., on average.

As for checking for the last time before bed, thirty percent of Americans check before 6 p.m. and 70 percent after 6 p.m. Forty-six percent of Virginians check their email for the last time between 9 p.m. and midnight, while 13 percent more finish up after midnight. Not to be outdone, 71 percent of Tennesseans are fellow night owls, checking their email after 9 p.m., and just 12 percent check last before 6 p.m., well below the national average.

When it comes to sending emails, nearly half of all Americans (46 percent) send fewer than 10 emails per day. Thirty percent of people send 10 to 25 emails per day, 16 percent send 25 to 50, and eight percent send more than 50 emails per day. The West has the lowest average of sent emails, at 18 per day. The Northeast tops all regions and averages 22 sent emails per day, while Massachusetts has the national high of 28 emails sent per day, on average.

Response time on these emails also varies from region to region. Fifty-eight percent of Americans say they respond to emails within one hour. Twenty-six percent respond within one to six hours, 11 percent respond within six to 24 hours and the remaining five percent respond after 24 hours, on average. Virginians report the quickest email replies with an average response time of just over two hours. New Yorkers, surprisingly, are on the slow end—12 percent say they average a day or more to respond and 33 percent take at least six hours.

Unread emails also vary in number based on region. Over half of Americans have less than 10 unread emails in their work inbox. Twenty-six report having less than 50 unread emails, 13 percent have more than 100 unread emails and six percent have between 50 and 100. South Carolina reports the most unread emails, with an average of 29, while a whopping 30 percent of Tennesseans report having more than 100 unread emails. The Midwest has the fewest, with an average of 17.

Protect your reputation – and get better deliverability with DMARC

A common question we receive from marketers is “How do I get better deliverability?” We typically review a sender’s lists, offer and authentication setup to make sure the sender is sending the right offer to the right person using a valid email configuration (i.e. DKIM or SPF with the proper domain setup)

But what if your list is great, you’re sending out highly engaging email using the correct setup? One possible source of problems is what if a spammer is “spoofing” your email? Unbeknownst to you, a spammer could be forging your sender address and get a free ride on your reputation. Until very recently you’d have no idea how to find out if this is happening.

Fortunately, major senders like PayPal and major banks and receivers like Gmail, AOL and yahoo have collaborated to develop a specification called DMARC to combat this problem.

Basically – it’s a way to tell the recipient what to do with email that they receive that’s not aligned. You publish a policy on which authentication mechanism DKIM, SPF or both.

Examples are:

  • Mis-matched From and DKIM signature domains.
  • Use of sub-domain in signature or From without corresponding support in the DMARC record.

You have several choices to tell the recipient what do with misaligned email:

  • None – monitor – telling the recipient that you are not making a recommendation on what to do with any misaligned email. It’s best to start here and then gradually move to making recommendations
  • Quarantine – tells the receiver to treat the email with suspicion
  • Reject – tells the receiver to not accept any email that doesn’t pass alignment

Why wouldn’t you consider automatically telling recipients to reject non-aligned email? Keep in mind that you may be a larger organization that sends a variety of email – corporate, marketing or transactional. Plus you may have a variety of users sending out different versions – legitimately of each type of email. It’s best to get reports on the failures sent back to you so you can fix alignment. Participating receivers send back:

  • Source IP – the IP sending the email
  • Count – how many of each version received
  • Disposition – what the recipient did with the email
  • SPF – pass or fail
  • DKIM – pass or fail
  • Header from: ie. example.org

Besides getting great information on your email that’s sent another major benefit is that you’ll see enhanced email deliverability. Gmail, for example, states that email that’s not authenticated are likely to be placed in the junk folder. They recommend publishing a DMARC policy. For more detailed information check out our DMARC support article.