Email Marketing Platforms (HubSpot, Klaviyo, Mailchimp)
The platforms digital marketers use to build, send, and measure email campaigns to segmented audiences.
What it is
About Email Marketing Platforms (HubSpot, Klaviyo, Mailchimp)
HubSpot, Klaviyo, and Mailchimp are the three most widely deployed email marketing platforms in the UK market, each with a distinct position. Mailchimp is the entry-level default for small businesses and content creators — a clean drag-and-drop editor, basic segmentation, and simple automation at low cost. Klaviyo is built specifically for e-commerce: it connects directly to Shopify and similar platforms to trigger highly personalised flows based on purchase behaviour, browse history, and cart abandonment. HubSpot is a full CRM suite where email is one channel in a connected marketing, sales, and service platform, making it the default choice for B2B businesses running multi-touch campaigns. All three follow the same core workflow: build a contact list, segment it by behaviour or attribute, design an email, set up automation triggers, send, and analyse open/click/conversion data. The skill transfers across platforms — the concepts of deliverability, list hygiene, A/B testing subject lines, and conversion-rate measurement are universal regardless of which tool the employer uses.
What you can do with it
Capabilities
Build a segmented email list using tags, properties, or purchase behaviour filters
Design a responsive email template using drag-and-drop blocks and preview it across mobile and desktop
Set up an automated welcome sequence that triggers on sign-up and sends a series of emails over seven days
Run an A/B test on subject lines, sending each variant to 20% of the list and promoting the winner automatically after 4 hours
Pull a campaign report showing open rate, click-through rate, unsubscribes, and revenue attributed (Klaviyo/HubSpot)
Build a cart abandonment flow in Klaviyo that fires 1 hour and 24 hours after a user adds to cart but does not check out
How to learn it
Learning Resources
Mailchimp's free Mailchimp 101 course at mailchimp.com/resources — covers the full workflow end to end
HubSpot Academy's free Email Marketing Certification at academy.hubspot.com — vendor-neutral enough to be broadly applicable
Klaviyo's free product training at academy.klaviyo.com — focuses on e-commerce flows and list segmentation
Sign up for a free Mailchimp account and send yourself a real campaign — the hands-on learning is faster than any course
Pro Tip
Deliverability is invisible until it fails. Before sending to a large list, check your sending domain has SPF, DKIM, and DMARC DNS records configured — a missing record will route your campaigns to spam regardless of how good the content is.
Skills that use this tool
Roles that use this tool