Email Marketing for British Companies

Email marketing is a sales strategy that is increasing in popularity among businesses. They use this tactic to advertise their products and services and, thus, reach a wider consumer base. In this article, I explain the importance of email marketing for British companies.

What is Email Marketing?

Email marketing consists of the use of email messages to promote a range of products and services. It can also be used to enhance customer loyalty with items of a brand by sending out exclusive discounts and promotions. In recent years, it has consolidated itself as a communication channel that also creates a stronger relationship between the company and the customer.

There exist many types of email marketing. Each one has its own purpose and way to connect with consumers. Some of the different types of email marketing would be:

Welcome emails. These messages serve as an introduction to customers. In them, they encourage the clients to get familiar with the products the company offers. Normally, they also include some type of bonus or discount for the first purchase.
Promotional emails. Corporations send them to a large audience. They inform about new products or business offerings. They are the most popular type of email marketing.
Seasonal marketing emails. They are used to inform readers of limited-time promotions related to a particular holiday. They are very common in celebrations such as Christmas or Carnival, among others.

Advantages of Email Marketing for British Companies

Its biggest plus point is its accessibility. There are email marketing solutions available that do not require an investment as high as other alternatives demand.

On the other hand, it allows to reach a larger and more heterogeneous audience than other options, such as ads on social networks. This is mainly due to the fact that email marketing allows to establish a direct communication channel with customers and, therefore, it improves their brand loyalty.

Finally, the ability to send messages massively and immediately is another of its strengths. However, you should keep in mind that, in order to send promotional emails to users legally, they must give their consent.

Disadvantages of Email Marketing for British Companies

The biggest point against email marketing are spam filters. You should consider how to send a fair proportion and the form of messages so that the platforms do not catalogue the sender as spam. Otherwise, customers very likely not read the communications sent by the company.

Another disadvantage is competition in the sector. Many businesses struggle to grab the user’s attention to read their emails. Therefore, it is essential to design attractive topics that attract the reader and messages that include quality content to maintain their interest.

Email Marketing Tools for British Companies

Brevo

Brevo is an email marketing tool whose most relevant feature is its ability to automate work and segmentate the target audience. In addition, it also allows you to start marketing campaigns by SMS and WhatsApp. On the other hand, the biggest disadvantages of using this app. Free plans neither include a landing page editor and that they limit the sending of emails to 300 per day.

Mailchimp

Mailchimp is one of the most popular email marketing platforms worldwide. Compared to Brevo, it stands out for presenting a clearer and more intuitive user interface and for offering a landing page editor. Nonetheless, it does not permit SMS marketing and, on free plans, automation and segmentation options are not available. Moreover, it only allows you to send 1000 free emails per month.

Mailrelay

Mailrelay stands out for allowing users to send 80 000 emails per month to a maximum of 20 000 contacts in its free plan. In addition, it makes it possible to pay for prepaid passes to send more emails, instead of paying monthly payments. As disadvantages of its use, the two main ones are that it does not include a landing page creator and that it also does not offer integration with SMS marketing. Likewise, its interface can be somewhat complex for new users.

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