Email marketing is one of the most effective ways to engage customers and drive sales, but not every business wants to build an email marketing platform from scratch.
This is where white-label email marketing makes sense. It allows you to offer email marketing services under your own brand—without developing the technology yourself.
For example, a marketing agency might want to provide email marketing to its clients but doesn’t have the infrastructure to develop an email platform. Instead of sending clients to another tool, they can white-label an existing email marketing solution, add their branding, and offer it as a service.
This approach works well for:
- Marketing agencies that want to expand their service offerings.
- SaaS companies looking to integrate email marketing into their platform.
- Freelancers or consultants who want to create a passive revenue stream.
- E-commerce store owners or Web hosting providers that want to bundle email marketing with their plans.
If you fit into one of these categories, this guide will help you understand how to get started.
What is White-Label Email Marketing?
White-label email marketing means you take an existing email marketing platform, customize it with your brand, and sell it as your own.
How does it work?
- Choose a white-label email provider: One that fits your needs (we’ll cover the top options later).
- Customize the platform: Add your branding, set up a custom domain, logo, pricing, customer management, and tweak the user interface if needed.
- Decide your pricing model: Monthly subscriptions, pay-per-email, or bundled services.
- Start selling to your clients: Position it as part of your service offerings.
For example, a digital marketing agency might charge clients a monthly fee to access their branded email marketing tool. They handle the setup, support, and strategy, while the email platform handles the technical side.
This approach helps agencies build long-term relationships with clients while adding an extra revenue stream.
Choosing the right white-label email marketing platform
Not all white-label email marketing solutions are the same. Some offer full customization, while others have limitations on branding and pricing.
Key factors to consider
When selecting a white-label email marketing platform, it’s essential to weigh the factors that will directly affect your business’s success. These factors will help ensure that the platform fits your needs and helps you scale over time. Let’s break them down:
- Customization: Can you fully rebrand it?
For a complete white-label solution, a thorough customization is a must. You need the ability to add your logo, choose your color scheme, and tweak the user interface to match your brand’s voice and style. It’s all about ensuring that your clients feel like they’re working directly with you—not a third-party provider.For example, Icegram Express is a solid choice for agencies because it allows deep customization. You can rebrand it, set up your custom domain, and offer clients a seamless, branded experience.
- Features: Does it offer automation, segmentation, analytics?
The power of email marketing gets significantly multiplied when combined with automation and segmentation capabilities. Hence choose a platform that allows you to create automated workflows, audience segmentation based on customer behavior, and campaign performance insights. These are the tools that will help you deliver results for your clients. - Pricing & scalability: Can you start small and grow?
One of the best things about white-label platforms is that they allow you to start small and scale your services as your business grows. Ensure the platform has flexible pricing tiers that align with your current client base but also allow room for growth. - Deliverability: How strong is the email-sending reputation?
Email deliverability is one of the most crucial factors in email marketing. If your emails don’t land in the inbox, your entire campaign is wasted. Check how strong the platform’s sending reputation is. Check if the platform can guarantee features to ensure high deliverability rates? - Support: Do they offer white-label customer support?
Your clients will expect support under your brand name. Make sure the platform you choose offers white-label customer support, so you can keep the experience consistent. No client wants to be directed to a third-party support team with a separate phone number or website. Look for platforms that provide 24/7 support, whether through email, chat, or phone.For example, Icegram Express offers white-label support, meaning they’ll assist your clients without mentioning their own name, ensuring a smooth experience for both you and your customers.
Top white-label email marketing platforms in 2025
Here’s a rundown of some of the best platforms to consider for your white-label email marketing service in 2025. These platforms offer a mix of features, scalability, and customization to help you succeed:
- Icegram Express: Best for agencies and small-to-medium businesses (SMBs) that need a full-featured platform with high customization options. It allows you to rebrand, offers email marketing automation, and provides an intuitive interface.
- MailWizz: Ideal for those who want a self-hosted solution with a one-time cost. It’s flexible and gives you full control over your campaigns, although it requires more technical setup.
- Sendy: A budget-friendly option that uses Amazon SES for sending emails. Perfect for businesses looking to keep costs low while still offering a reliable white-label email service.
How to set up your white-label email marketing business
Now that you’ve got the essentials covered, it’s time to get your white-label email marketing business up and running. Here’s a simple, step-by-step guide to ensure your launch is successful.
Step 1: Choose a platform that aligns with your needs
Choosing the right platform is the foundation of your white-label business. As discussed earlier, you want a platform that not only offers the features you need but is also easy to customize and scale. Look at the key factors we covered, and choose a platform that fits your brand’s mission and your client’s needs.
For instance, if you’re an agency looking for advanced features, Icegram Express is a great option.
Step 2: Rebranding through customized UI, domain, and email
Customization is where the magic happens. You need to ensure that your white-label email marketing service reflects your brand, not the platform you’re using.
- UI Customization: Modify the platform’s interface so it looks like your own software. Add your logo, color scheme, and branding elements.
- Custom Domain: Point your clients to a custom domain instead of the default one offered by the platform.
- Emails: Customize the email templates and design so that they align with your brand identity, making sure all communication is seamless and professional.
Step 3: Set your pricing model: Subscription, pay-per-email, or bundled services
Next, determine how you want to charge for your services. There are different pricing models, and each has its pros and cons. Here are the main options to consider:
- Subscription model: Charge clients a recurring fee (monthly or yearly) for access to your services. This is great for predictable revenue.
- Pay-per-email model: Clients pay for each email sent, which works well if you’re working with clients who have varying email needs.
- Bundled services: Offer packages that combine email marketing with other services like content creation or consulting. This adds value and can help increase your average client spend.
Step 4: Build your offer with bonuses like email templates, strategy guides, or automation workflows
When you launch your service, make sure you have more to offer than just basic email marketing. Consider adding bonuses that will make your service more appealing:
- Pre-built email templates: Save your clients time by offering templates they can use out of the box.
- Strategy guides: Offer expert guidance on how to use email marketing effectively for different industries or goals.
- Automation workflows: Provide ready-made automation workflows that clients can easily apply to their email marketing efforts.
The more value you add, the more likely clients will sign up with you and remain long-term.
Step 5: Market your service with SEO, content marketing, and paid ads to attract clients
Now that you’ve set up your service, it’s time to get the word out. Marketing will be key to attracting clients.
- SEO: Optimize your website and blog content for keywords like “white-label email marketing” and “email marketing for agencies” so potential clients can find you easily.
- Content Marketing: Create helpful content (like this blog post) that educates potential clients on the benefits of white-label email marketing. Share case studies, tutorials, and success stories.
- Paid Ads: Invest in Google Ads or Facebook Ads to reach a wider audience and generate leads faster.
Who can benefit the most from white-label email marketing?
White-label email marketing isn’t just for agencies. It’s a powerful service that can benefit several types of businesses looking to expand their offerings or create new revenue streams.
Here are the groups who stand to benefit the most:
Marketing agencies
Agencies can sell email marketing as part of a larger marketing package, making it easier to offer a complete service to their clients. If you already offer social media marketing, SEO, or content creation, email marketing is a natural fit to round out your service offering.
SaaS companies
SaaS businesses can add email marketing as a value-added service to their clients. It’s a great way to offer all-in-one solutions to users who want to leverage email to nurture their leads and grow. By providing white-label email services, you can enhance the customer experience and boost retention.
Freelancers & consultants
Freelancers and consultants can use white-label email marketing to offer branded email solutions to their clients without needing to handle the technical side of email marketing themselves. This allows them to scale their business and deliver better results to their clients.
Web hosting providers
If you offer web hosting services, adding white-label email marketing can make your package even more attractive to potential clients. Bundling email marketing with hosting services creates a more comprehensive solution that keeps clients within your ecosystem.
Conclusion
White-label email marketing offers endless possibilities for businesses looking to add a new revenue stream or expand their services. By choosing the right platform, customizing it to fit your brand, and marketing effectively, you can build a strong and sustainable business model that attracts loyal clients.
But choosing the right platform isn’t difficult anymore!
Check out how Icegram Express can help!
FAQ
- Which white-label platform is best for small businesses?
Platforms like Icegram Express are ideal for small businesses and agencies, offering an easy-to-use interface with powerful features like segmentation, automation, and analytics, making it a great choice for businesses looking to scale. - Can I migrate from an existing email marketing service to a white-label solution?
Yes, but ensure the new provider supports data migration, including subscriber lists, templates, and automation workflows. - What are the key technical requirements for setting up a white-label email marketing solution?
You may need a dedicated domain, SPF/DKIM authentication, SMTP configuration, and API access for seamless integration. - Can I scale my white-label email marketing business?
Yes, you can scale your white-label email marketing business through automation, segmentation, AI-driven analytics, and more. - How do I track the effectiveness of email campaigns in a white-label setup?
Leverage analytics tools for open rates, click rates, conversions, and A/B testing for performance improvements.