Your users already send marketing emails. The question is whether they do it inside your platform or using a separate tool.
If your product helps users manage their workflows, day-to-day operations, or data, email is an extension of what they already do: share updates, promote offers, and re-engage customers.
When email marketing is done outside your platform, users log in and use your product less often. They’re forced to export their data and switch tools — and eventually, that friction makes it easier to switch to a platform that does more in one place.
When email marketing is built in, it is tied to the data and workflows your product already manages. Your users think of your platform as a tool that helps drive business growth and customer engagement.
Embedding white-label email marketing also creates a path to revenue growth for your product while eliminating the cost of building your own email marketing tool. It can be offered as a premium feature, either bundled into higher pricing tiers, or sold as an add-on.
You can improve adoption by removing upfront setup work with pre-made email templates for various promotions, announcements, reminders, or seasonal updates that your customers can use immediately.
Embedding email marketing doesn’t have to mean a lot of dev work. Start with a couple simple features to confirm demand, then add more functionality in stages based on customer feedback.
5 business types that can embed email marketing:
- Vertical SaaS
- Niche CRMs
- Appointment Booking Platforms
- Restaurant, Hospitality, and Service-Based Platforms
- Learning & Membership Platforms
Vertical SaaS
Vertical SaaS users tend to be willing to pay more for software that’s built for their industry over cheaper, more limited software. Many of these customers want out-of-the-box options and assets tailored to their industry and use cases.
A vertical SaaS can leverage positioning advantage with a white-label email marketing by connecting platform data, and offering industry-specific templates.
Industry CRMs
CRMs already have the best email marketing data: lifecycle stage, services used, location, last touchpoint, and more. Adding white-label email marketing lets their customers use existing data to send targeted newsletters, promotions, and automated campaigns without exporting lists or data into another tool.
3. Appointment Booking Platforms
Scheduling and booking platforms own the events that produce revenue: bookings, cancellations, and the post-appointment window. An email marketing service lets businesses leverage booking data to send promotional emails that drive repeat visits. A booking platform customer can also use email to announce new services, send updates on business hours, or a monthly newsletter, all with a link to book another appointment.
Restaurant, Hospitality, and Service-Based Platforms
Platforms serving restaurants, hospitality chains, and service-based businesses can offer greater value by encouraging guests to increase visit and reservation frequency. Operators can engage guests with promotions that drive repeat visits and increase average guest check size.
For multi-location groups and franchises, marketing team can control branding and messaging by creating branded campaigns that allow location operators make their own variations.
A restaurant can promote holiday menus, special events, loyalty offers for frequent guests, or targeted campaigns to diners who haven’t visited recently.
5. Learning & Membership Platforms
Learning and membership platforms depend on recurring engagement, but retention is a struggle with members forgetting to return or losing momentum. Email marketing helps keep the community visible in members’ inboxes and reminds members to return and re-engage.
An online course creator can send new lesson announcements, member success stories, and previews of exclusive content. Emails can help reinforce momentum, reduce drop-off, and keep member communication in one place.
Add Value Where Customers Already Expect It
Email marketing is a service business customers understand, actively want, and use to stay connected with their customers. Platforms can increase their value, improve customer engagement, and open new revenue opportunities without changing the core product experience.
Your platform customers already want to send emails, so it can happen on your platform, making it more indispensable, or elsewhere.