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How to add email automation to your agency's offering without hiring
The case for white-labelling specialist email work — and how to make it work without putting your client relationships at risk.
Read articleMetal Jelly is a specialist white-label partner for digital, performance and demand gen agencies. We build and run email marketing and marketing automation programmes under your brand — using AI-assisted workflows that make us faster than any traditional consultant.
Pick the scenario that sounds most like your agency.
They need automation built, deliverability fixed, or a full lifecycle programme — and your team doesn't have the specialist resource to deliver it in-house.
An existing client is asking for email programmes, nurture flows, or an ESP migration — and your team is at capacity or doesn't have the depth.
You need a deliverability fix, a platform build, or a campaign programme delivered — but your client can't know you've brought someone in.
About
Metal Jelly is a two-person consultancy with 15+ years of combined experience in email marketing, CRM, and marketing operations. One of us has spent years client-side at fintech, B2B SaaS and e-commerce companies. The other worked inside an ESP — so we understand deliverability at a technical depth most consultants don't reach.
We use AI tooling we've built ourselves to generate campaign briefs, email sequences, nurture flows, and personalisation logic significantly faster than traditional consultants. That translates directly into turnaround times: first drafts in 48 hours, complete programmes in days.
When agencies work with us, they get both of us — senior practitioners on every project, from day one. No account managers, no juniors, no handoffs. Your clients get the quality of an in-house specialist without you having to hire one.
Based in the UK. Working with agencies and their clients globally.
Years of combined email & CRM experience
Depth on both sides of the market
Platform-side expertise from inside an ESP
First draft turnaround — AI-assisted, senior-reviewed
What we do
Everything your agency clients need from an email and marketing automation partner — delivered under your brand.
We build email programmes your clients will be proud of — from channel strategy and audience segmentation through to creative direction, copy, and rigorous A/B testing. All delivered under your agency's brand.
We design and build the automated programmes your clients keep asking for — lead nurture flows, onboarding sequences, re-engagement, and multi-touch journeys. Scoped, built, and documented to hand back seamlessly.
When your client's inbox rates drop or they hit a blocklist, you need someone who actually knows the infrastructure. With platform-side ESP experience, we diagnose and resolve deliverability problems faster than most.
ESP migrations, platform builds, CRM integrations, data clean-ups — the technical work your clients need that requires a specialist. We handle it end-to-end so your team doesn't have to learn it.
We've built our own AI tooling to accelerate the work that traditionally takes weeks. Campaign briefs, email sequences, nurture flows, personalisation logic — we generate and refine these significantly faster than traditional consultants. That means first drafts in 48 hours and complete programmes in days, not weeks. The AI does the heavy lifting on structure and first-draft copy; we apply 15+ years of specialist knowledge to refine, optimise, and make it work. Faster turnaround, same senior quality.
How we work
We fit around how your agency works — whether that's a one-off client project, an ongoing white-label retainer, or a targeted piece of specialist work.
You share the client context. We ask the right questions, get up to speed fast, and tell you honestly what's possible and what it will take. No assumptions, no generic recommendations.
We get to work. You decide how involved you want to be — we can work directly with your client or entirely behind the scenes. All output is yours to present as your own.
We track performance, report in whatever format works for your agency, and iterate fast. Your client sees results; you take the credit.
Experience
We've worked across B2B and B2C, from early-stage startups to large enterprise programmes. Our platform experience spans most of the major ESPs — so we're not tied to any one tool, and we'll always recommend what's right for you.
Complex requirements, demanding audiences, high-stakes lifecycle programmes.
Trial-to-paid conversion, product-led growth, account-based nurture, RevOps.
Revenue automation: cart recovery, post-purchase, browse abandonment, retention.
High-volume sending, deliverability at scale, engagement-led segmentation.
Why agencies trust us
Before working with any white-label partner, the same three questions come up. Here are our answers.
We never contact your clients directly. All work is delivered under your agency's brand — documents, emails, presentations. Your clients will never know we exist. That's not a caveat; it's how we operate as standard.
Every project is handled by one or both of us — two senior practitioners with 15+ years of combined experience. There are no juniors at Metal Jelly. No handoffs. No surprises. The quality your client receives is consistent because the people doing the work don't change.
Our AI-assisted workflows mean first drafts in 48 hours, not two weeks. When your client has a tight deadline, we can move fast without cutting corners. Faster turnaround is one of the most common things agencies tell us they value most.
Free offer
Have a client brief you're not sure how to deliver? We'll spend 30 minutes with you to explore whether there's a fit — and give you a straight answer on what's possible, what it would cost, and how quickly we can turn it around.
30 minutes. No obligation. We'll tell you straight if we're not the right fit.
Insights
The case for white-labelling specialist email work — and how to make it work without putting your client relationships at risk.
Read articleNot all white-label specialists are the same. Here's what separates the ones you can trust with your client relationships from the ones you can't.
Read articleThe real reasons inbox placement fails, and what a specialist can do in 48 hours that your client has been struggling with for months.
Read articleContact
Wondering if we're the right fit for a client project? Tell us about the brief — we'll give you a straight answer on whether we can help, what it would look like in practice, and what it would cost.