**Editor’s Note: Click here for a list of August’s important channel-program changes you should know.**

Email marketing services provider Movable Ink has launched its first partner program.

More than 250 brands currently work with Movable Ink, using its technology to “enhance the consumer experience and optimize their email campaigns to drive return on investment,” according to the company. Among the brands are the Wall Street Journal, eBay, Finish Line and Saks Fifth Avenue.

Brian Winters, Movable Ink’s vice president of partnerships, alliances and channels, tells Channel Partners the company launched the program with “some great charter members and a goal to bring additional strategic partners into the ecosystem.”

“The focus is to work with a key group of partners committed to long-term, mutually beneficial relationships and to limit participation in the program to those organizations that are both a strategic fit and also fully committed to leveraging the partnership to drive success for their clients,” he said.

Charter members in the digital-marketing technology and data-consultancy space include Zeta Interactive, DigitasLBi, Merkle and C.TRAC, and Movable Ink is finalizing agreements with several additional key strategic partners.

“Movable Ink developed its channel-partner program with the objective of creating solid two-way relationships that extend the sales and services reach of our technology into key markets, verticals and geographies, and drives deeper client engagements for our partners,” Winters said. “It was a priority to build the program around a robust infrastructure of resources and tools specifically designed to enable and empower the partners to be successful with Movable Ink. This infrastructure includes training and support for sales, client services, technical support and marketing as well as alignment on product development.”

Partners will provide their end users with Movable Ink’s contextual marketing engine for email, while maintaining ownership of their established customer relationships. Additional benefits include co-marketing opportunities, lead distribution and aggregate pricing, among many others.

“Movable Ink already works directly with more than 250 innovative brands and is focused on the further effective and efficient distribution of its contextual email marketing technology into the larger marketplace both in the United States and internationally,” Winters said.

Zeta Interactive is a big-data marketing services firm. David Steinberg, its co-founder and CEO, said “because of the tremendous rise of email consumption on mobile devices, we sought out a partner whose forward-looking technology directly improves the open, click and engagement metrics.”

“Movable Ink’s contextual marketing engine for email is the most impactful solution on the market for the delivery of real-time content and was an easy choice for us to make,” Steinberg added.