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Lifecycle flows
Welcome, abandoned basket, browse abandonment, post-purchase, replenishment and win-back flows, with consent checked at every entry point.
Elgrith London · Email marketing
Land in the inbox. Send to the right people. Report what pays. Klaviyo and HubSpot flows, campaigns and sender set-up for UK brands, with a London client partner and delivery from our New Delhi HQ.
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FIG 02 · Quick answer
What does Elgrith do as an email marketing agency in London?
Elgrith is an email marketing agency serving London and UK brands through our London client-partnership centre, with delivery from our New Delhi HQ. We build Klaviyo and HubSpot automation that respects PECR consent and the soft opt-in, as changed by the Data (Use and Access) Act 2025, and set up sending that meets Gmail, Yahoo and Outlook rules.
- Projects delivered since 2015
- 1,000+
- Clients served worldwide
- 250+
- Consent and soft opt-in built into every flow
- PECR
- Fixed written quotes
- GBP
Why it matters now
UK email rules got teeth. Inboxes got stricter.
Two things changed for UK senders: the penalties for unlawful marketing email, and what the big mailbox providers accept. Checked on each source’s own page on 23 Oct 2026; general guidance, not legal advice.
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5 Feb 2026
The DUAA’s next phase commenced
The ICO confirmed that the next phase of the Data (Use and Access) Act 2025 “has commenced today, 5 February 2026”, bringing changes to PECR, the rules on marketing email.
Source: ICO, statement on the commencement of the DUAA (5 Feb 2026)(opens in a new tab)02
£17.5m
Or 4% of global turnover: the new PECR fine ceiling
Under the DUAA, the ICO can issue fines of up to £17.5 million or 4% of global turnover under PECR. That makes consent records and opt-outs a board-level risk, not an admin task.
Source: ICO, statement on the commencement of the DUAA (5 Feb 2026)(opens in a new tab)03
5,000 a day
The bulk-sender line for Outlook.com and Gmail
Since 5 May 2025, domains sending over 5,000 emails a day to Outlook.com must pass SPF, DKIM and DMARC, or mail “may be rejected” with 550; 5.7.515. Gmail uses the same 5,000-a-day line.
Source: Microsoft Postmaster, Outlook.com sender policies(opens in a new tab)
What you get
Email marketing services for UK brands
Strategy, sending set-up, flows, campaigns and reporting from one team, built inside your platform and your accounts.
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Campaigns
A planned calendar of newsletters, launches and offers, segmented by behaviour and consent source, written and designed for UK audiences.
03
Deliverability set-up
SPF, DKIM and DMARC aligned, one-click unsubscribe headers signed, and spam complaints watched in Google Postmaster Tools.
04
ESP migration
Moves from Dotdigital, Mailchimp or another platform to Klaviyo or HubSpot, with lists, consent records, suppressions and flows carried across.
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Email templates
Responsive, accessible templates in your brand, coded to render in Gmail, Outlook and Apple Mail, and easy for your team to reuse.
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Klaviyo for ecommerce
Shopify and WooCommerce data connected to Klaviyo for product, basket and order flows. We build in Klaviyo; we do not claim a partner tier.
07
Marketing automation for B2B
HubSpot nurture, lead scoring, trial-to-paid and onboarding sequences, synced to your CRM so sales sees what marketing sent.
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Reporting
Clicks, conversions and revenue per recipient, with holdout groups where volume allows, instead of open rates inflated by Apple Mail.
Deliverables
10
deliverables, in writing
Included in every build, written into your fixed quote before work starts.
Deliverability for UK senders
Gmail, Yahoo and Outlook.com sender rules
Where your subscribers live does not change what their mailbox provider expects. These are the published rules for the three providers most UK lists depend on.
| Provider | Applies to | What it asks for | Status |
|---|---|---|---|
| Gmail | Senders of more than 5,000 messages a day to Gmail accounts | SPF, DKIM and DMARC (p=none is enough), one-click unsubscribe honoured within 48 hours, spam rate below 0.3% (Google recommends under 0.1%) | Since 1 Feb 2024; Gmail is “ramping up its enforcement” from November 2025 |
| Yahoo | Bulk senders | Both SPF and DKIM, DMARC at least p=none, unsubscribes honoured within 2 days, spam rate below 0.3% | Listed on Yahoo’s Sender Hub |
| Outlook.com | Domains sending over 5,000 emails a day | SPF, DKIM and DMARC | Since 5 May 2025; non-compliant mail may be rejected with 550; 5.7.515 |
From Google’s email sender guidelines and sender FAQ, Yahoo’s Sender Hub and Microsoft’s Outlook.com policies, checked 23 Oct 2026. RFC 8058 requires the List-Unsubscribe and List-Unsubscribe-Post headers to be covered by the DKIM signature. Providers change these rules; we recheck them before every set-up.
Process · 6 steps
How we work with London teams.
A London client partner, reviews in your working day, and a written plan before anything sends. You own the ESP account, the lists and the templates.
- Step 01
Free call
Your list, platform, flows, consent sources and goals, discussed by video in your working day.
- Step 02
Audit
Sender authentication, consent records, flows, templates and reporting reviewed, with findings ranked by risk and revenue.
- Step 03
Fixed written quote
A written scope with the roadmap, what is built, how results are judged and a fixed quote in GBP.
- Step 04
Build
Sending set-up, flows, templates and segments built in your platform, each tested before it goes live.
- Step 05
Launch and monitor
Flows switched on in stages, with spam complaints, unsubscribes and DMARC reports watched closely.
- Step 06
Optimise
Campaigns and flow tests each month, reported on clicks, conversions and revenue per recipient.
What you get
Included in every email marketing engagement
No prices on this page, on purpose. Every project gets a written scope and a fixed quote in GBP after a free call, so you know the full cost before work starts.
10items
- Written scope and fixed quote in GBP
- Audit of sending, consent and flows
- SPF, DKIM and DMARC alignment checked or set up
- One-click unsubscribe headers (RFC 8058) signed
- Consent and soft opt-in mapped for each signup source
- Lifecycle flows built and tested in your ESP
- Responsive, accessible email templates
- Suppression lists and opt-outs carried across any migration
- Reporting on clicks, conversions and revenue per recipient
- ESP, domain and data accounts in your company’s name
Consent, soft opt-in and B2B
Who you can email in the UK.
PECR treats people and companies differently. For individuals, the ICO says “you must have their consent or be able to meet all the requirements of a soft opt-in”, and that includes sole traders and ordinary partnerships. The soft opt-in covers existing customers whose details you collected while selling to them, for your similar products, with a chance to opt out then and in every message after. Corporate subscribers can receive marketing email without consent or a soft opt-in, though UK GDPR still applies to named contacts. Since the DUAA, charities have their own soft opt-in under regulation 22(3A). We map each signup source to the right basis before a flow goes live, checked on the ICO’s pages on 23 Oct 2026. This is general guidance, not legal advice; your own adviser signs off your marketing basis.
- Consent or soft opt-in recorded for every individual subscriber
- Sole traders and ordinary partnerships treated as individuals
- Corporate subscribers handled under the B2B rules
- A clear opt-out in every message, honoured promptly
- Charity soft opt-in (reg 22(3A)) set up only where it applies
Working with a London team
London partner. UK working day.
A client partner at our London client-partnership centre runs your account on UK time. Your flows, templates and sending set-up are built at our New Delhi headquarters, which is 4.5 hours ahead of London in summer and 5.5 hours ahead in winter. Call times are agreed in your written scope.
A London client partner
One person owns your account from the London centre: scope, priorities, reviews and sign-off. You never chase a ticket queue.
Calls in your working day
Kick-offs, campaign reviews and reporting calls are booked in your working day, by video. Written updates follow every call.
New Delhi delivery
Strategy, copy, design, build and QA happen at our New Delhi headquarters, the team behind 1,000+ projects since 2015.
In person if agreed
Sessions run remotely by default. If your project needs an in-person workshop in London, we agree it in the scope first.
New Delhi · HQLondon
Live: today’s working days in London and New Delhi, adjusted for British Summer Time automatically.
Your team
London partnership. New Delhi engineering.
Client partnership
London
UK & Europe · Client partnerships
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Headquarters
New Delhi
Headquarters · Design & engineering
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Elgrith in London
An email marketing agency for London and the UK
From Shopify brands to B2B firms and charities, UK teams use Elgrith to send email that arrives, respects consent and pays its way. We also work with Manchester brands and teams across the UK. These are the areas we serve; we do not claim a London address.
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Klaviyo for UK ecommerce
Shopify and WooCommerce stores get product, basket, order and win-back flows in Klaviyo, with GBP prices, UK delivery messages and SMS or WhatsApp only where people opted in.
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Marketing automation for London B2B and SaaS teams
HubSpot nurture, lead scoring, trial-to-paid and onboarding sequences for professional services and software firms, built to the corporate-subscriber rules and synced with sales.
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Charities and membership bodies
Supporter journeys and newsletters, with the new charitable-purposes soft opt-in used only where its conditions are met and your Fundraising Regulator obligations in view.
Serving businesses across London and beyond
- City of London
- Shoreditch
- Canary Wharf
- Soho
- Westminster
- Islington
- Greater London
- Across the UK, remotely
What changed in 2026 (DUAA)
PECR and the DUAA: what changed and when
The Data (Use and Access) Act 2025 changed PECR, the regulations behind UK marketing email. These are the dated changes we plan flows around. General guidance, not legal advice.
| Date | What changed | What it means for your emails |
|---|---|---|
| 27 Jun 2025 | GOV.UK factsheet: section 114 of the DUAA inserts regulation 22(3A) and (5) into PECR | A new soft opt-in route for charities was written into the email rules |
| 5 Feb 2026 | The ICO confirmed the DUAA’s next phase had commenced | PECR fines can reach £17.5 million or 4% of global turnover |
| 28 Apr 2026 | The ICO updated its guidance on direct marketing using electronic mail | It explains the charitable-purposes soft opt-in in regulation 22(3A) alongside the existing rules |
| Unchanged | Consent or the soft opt-in for individuals; corporate subscribers without either | Your signup forms and consent records still decide who may be emailed |
From the GOV.UK DUAA factsheet on the PEC Regulations (27 Jun 2025), the ICO’s statement on commencement (5 Feb 2026) and the ICO’s guidance on direct marketing using electronic mail (last updated 28 Apr 2026). Checked 23 Oct 2026.
Reporting after Apple MPP
What we report, and why opens are not on the list
Apple Mail Privacy Protection “downloads remote content in the background by default”, so opens are counted when no one read the email. We judge results on what people do.
Monthly social report
Sample- 01
Clicks and click-through rate
Who acted on the email, by flow, campaign and segment
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Conversions
Orders, sign-ups or booked demos traced back to each email
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Revenue per recipient
Revenue divided by recipients, so big sends and small segments compare fairly
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Holdout groups
A share of subscribers who skip a flow, where volume allows, to measure its real effect
- 05
Spam complaints and unsubscribes
Watched in Google Postmaster Tools and your ESP against the 0.3% ceiling
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DMARC reports
Which sources send as your domain, and whether they pass
Questions to ask any email agency, including us
How to choose an email marketing agency in London
Comparing email marketing agencies in London? These questions separate a team with a method from one with a logo wall.
07items
- Where does the team actually sit, and is that the address on their website?
- How do they decide who may be emailed under PECR, and who signs that off?
- Will the ESP account, lists and templates be in your company’s name?
- How do they set up SPF, DKIM, DMARC and one-click unsubscribe?
- Do they report clicks and revenue per recipient, or open rates?
- Do partner badges on their site link to a verifiable listing?
- Do they promise a return per pound before seeing your data? Treat that as a warning
Tech & tools
The platforms we build in
We work in the platform you already pay for, or recommend one in your scope. You hold the accounts; we claim no partner status.
- Klaviyo
- HubSpot
- Dotdigital
- Mailchimp
- Braze
- Shopify
- WooCommerce
- Salesforce
- Google Postmaster Tools
- DMARC reporting
- GA4
- Figma
FAQ
Frequently asked questions
What London businesses ask us about email marketing.
It plans, builds and runs the emails and automated flows that turn subscribers into customers: sending set-up, consent and list growth, lifecycle flows, campaigns, templates, platform migrations and reporting. We do this for London and UK brands through our London client-partnership centre, with delivery from our New Delhi HQ.
Let’s get your email into the inbox.
Book a free call. Tell us your platform, list and the flows you run today, and we will send a written scope with an audit, a roadmap and a fixed quote in GBP.
Free 30-minute call · London
- Fixed written quote, no surprises
- NDA before discovery
- You own the code and IP
Book a free call
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