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The purpose of email marketing is to inform your customers and leads of what’s new at your business – be that offers, new stock, what’s best for the season or as a means to get them to engage on your website.
To best engage your leads, content must be relevant, personalised and be a clear representation of the brand. Email marketing software can help your business achieve this, with easy-to-se drag and drop editors, personalisation tools and AI-generated content to help when you’re struggling for words.
What is email marketing software?
Email marketing software allows businesses to create, send and track emails to their customers and leads.
To maximise the effectiveness of email marketing, your business will need email software that is best suited to its needs. Factors to consider include the number of recipients you need to mail out to, easy-to-use design customisation that allows you insert your logo and colourways, integrations with other relevant software and data migration.
Email marketing software providers offer varying levels of all these factors with price points to match.
7 best email marketing software for UK businesses
Mailchimp
Mailchimp is a great option for everyone, from email marketing beginners to pros. Every paid plan has pre-built and custom-coded templates, email scheduling, and role-based access for team use. higher tier plans also offer personalised onboarding, generative AI features, and custom reports.
Mailchimp offers over 300 integrations with software providers – including Google Analytics so you can measure the success of your campaigns – as well as a host of AI tools such as abandoned cart notifications to help you achieve successful campaigns.
There’s a limited free plan and a 14-day free trial available. Then, premium plans start from £15 per month for 0-500 contacts.
Highlights:
- 24/7 customer service
- 300+ integrations
- AI automation tools
Price: Paid plans from £9.76 per month (0-500 contacts)
Brevo
Brevo’s marketing platform is a relatively cheap option if you’re a small business at £5.42 a month for a starter package, which allows upwards of 5,000 emails a month, has email templates, basic reporting and email support. Every Brevo plan includes an AI tool that allows you to auto-generate email content, and from the Standard plan on, you can optimise send time based on individual open and click rates.
Highlights:
- Automation tools
- Drag and drop editor
- Campaign analysis
Price: From £5.42 a month
Campaigner
Campaigner offers all the basic and advanced email marketing tools you could ever need, and nothing more. That includes both an HMTL and a drag-and-drop editor, A/B and multivariate testing, and pre-built and mobile-responsive templates.
Its drag and drop editor is easy to use (though there’s also an HTML editor) and is completely compatible with all mobile devices, without compromising on quality or functionality.
Highlights:
- Email testing and experimentation
- Drag and drop editor
- 24/7 support
Price: From £10 per month (starter plan)
Get Response
Get Response is an affordable software solution with plans starting from just £10 per month. With that, you get unlimited monthly emails, an AI-powered email generator, A/B testing and Google Analytics tracking. More premium plans offer promo codes and revenue reports, abandoned cart recovery, and advanced audience segmentation.
Highlights:
- AI-powered newsletters
- AI-powered analytics
- Data-driven segmentation
- Integration with over 170 e-commerce platforms
- 24/7 support
Price: From £10 per month
Campaign Monitor
Campaign Monitor’s most helpful feature is how easy it is to customise to fit your branding. By inserting your URL, the editor will automatically import the brand colours and logo. Another unique feature is Campaign Monitor’s link review, which detects any broken links and flags any that need your attention.
Highlights:
- Drag and drop editor
- Mobile optimisation
- AI tools
- Segmentation and personalisation
- Automatic transactional emailing
- Email analytics
- Software integrations
Price: From £9 per month (0-500 contacts)
HubSpot
Like other email marketing software on this list, HubSpot offers a drag and drop editor for ease of use. One differentiator, though, is what HubSpot claims to be superior email deliverability, ensuring it hits the right folder in the customer inbox. HubSpot also has AI tools which can generate copy for you if you’re suffering from writer’s block.
The downside is if you take just the email marketing product from HubSpot, it is far more expensive than the others on this list. If you already use the platform as your CRM, however, it is free.
Highlights:
- A/B testing
- Analytics
- AI copy generation
Price: Free with CRM (£702 a month without CRM)
Klaviyo
Like Mailchimp, Klaviyo has a range of templates which make it easy for a beginner to email marketing to get started.
Klaviyo offers advanced segmentation tools for personalisation and makes good use of AI with subject line automation, predictive analytics and user recommendations based on their browsing history. The cross-channel flows feature makes it easy to create campaigns that bridge multiple platforms for maximum effectiveness.
Highlights:
- Advanced segmentation
- Integration with over 300 software providers
- AI tools for personalised send-outs
Price: From £33 per month
More on email marketing
Reactivate your email list and re-engage subscribers – Inactive subscribers can be a drag on your email list. But a re-engagement campaign can get them involved and provide useful intel for your business
Ten tips to master an email marketing campaign – Tom Gottlieb of Wix.com advises on some best practices for email marketing.
