Dive Brief:
- Exclaimer launched a partner program that offers a self-service portal, dedicated channel support and not-for-resale licensing, the email signature management provider said in an announcement last week.
- MSP Connect is part of Exclaimer’s channel-first growth strategy. The company offers centralized control services for managed service providers to oversee signature updates for multiple clients across Microsoft 365 and Google Workspace.
- Exclaimer’s 5,000 partners account for approximately 30% of its annual recurring revenue. “We understand the importance of the channel in the tech industry,” Ashley Bork, MSP account manager and MSP Connect lead, told Channel Dive. “Typically, their clientele is our clientele, as well. The MSP Connect program is the centerpiece of the channel-first strategy that Exclaimer is adopting.”
Dive Insight:
Exclaimer was founded 20 years ago as a disclaimer service provider and has since fully transitioned into email signature management. The company stamps emails with signatures using a cloud platform for signature management and automation. The goal is to keep client communications consistent and legally compliant, Bork said.
“The issue of email signatures typically comes up during audits around compliance, or with migrations and acquisitions,” she said. “It comes up with branding, so any kind of refresh or renew. Email signature management removes the friction of people putting different signatures, and all the time spent on tickets, making updates and chasing people down.”
Exclaimer has nine million users across more than 80,000 organizations worldwide, including Sony, Mattel, Bank of America, NBC, the Government of Canada, the BBC and the Academy Awards, according to the company website.
Partners are a major part of Exclaimer’s business strategy. The company is targeting an ARR that runs 70-80% through its partners, COO Jim Turner wrote in a blog post.
MSPs in the new program can add a recurring service to existing Microsoft 365 management. Exclaimer offers consumption-based billing, professional services automation integrations, a self-service partner portal where MSPs can provision and manage email signatures for multiple clients, and dedicated account management.
“This is a pain point that all businesses have,” Bork said. “They may not know it's there yet, but typically, when it does become present, it ends up being quite the fire in the building. MSPs are able to act as a trusted advisor and get ahead of issues that might come up, and make money in the process.”
