How to Get Started with Email Marketing in the UAE

The Middle East is a vast region, spanning across the Arabian Peninsula, the Levant, and the Indian subcontinent. Being the third-largest continent in the world, it would be surprising if a business didn’t already operate in the region. However, email marketing in the UAE is a relatively new concept, as the industry there still prefers to rely on traditional marketing methods.

With the world shifting to an always-connected-online-online lifestyle, businesses need to evolve their methods of communication in order to stay relevant.

Thankfully, the UAE is slowly waking up to the demands of the modern world and is embracing new ideas and methods of marketing to stay competitive.

If you’re looking to enter the UAE market, where the most popular email clients are Outlook and Gmail, then read on.

The Evolution of Email Marketing

Email marketing has been around for more than 70 years and continues to grow every day. As the name implies, electronic mail (email) is one of the first forms of digital marketing. The definition of email marketing is “the use of electronic mail to promote products or services”.

In the mid-20th century, the primary method of communication for most people was letters written on paper. With advances in technology, the world transitioned to an always-connected-online-online lifestyle, and businesses needed to evolve their methods of communications to keep up.

Traditional mail, such as postcards and letters, are still widely used, but the preference now is to use online platforms and messaging systems to communicate. Thus, email marketing emerged as a way to reach these digital nomads and keep them engaged.

Why Should You Care About Email Marketing In The UAE?

From a customer’s perspective, they want to feel that they’ve heard your message and that your business values their input. Building a relationship with your customers is a key tenet of email marketing and, as such, you should try to engage with your audience through various communications channels.

An example of a good customer experience is Travelocity’s newsletter. Every month, they send out a newsletter packed with useful information about destinations, accommodation, and local events. The newsletter arrives in the mail and the reader can click through to view details about the featured location.

Based on the values of the customers, you can deduce what type of content will be most effective. For instance, if they’re into skincare, you might decide to send out a newsletter about the best anti-wrinkle serums.

Being a digital nomad has its perks, but it also means you have to be constantly adjusting your marketing strategies to stay viable.

How to Get Started With Email Marketing In The UAE

If you’re looking to get started with email marketing in the UAE, where do you start? There are several options and your choices depend on your budget and existing technology infrastructure.

Firstly, you could consider purchasing a cheap plug-in email marketing solution from a reputable vendor. These types of products usually cost less than $1000 and can be set up in less than an hour. The advantage of using a plug-in is that you don’t need to worry about hosting or maintaining a web-based infrastructure.

Hosting and maintaining a web-based infrastructure can be costly and, in some cases, even perilous. If you’re looking for a quick and simple way to get started, a plug-in is clearly the way to go. The disadvantage is that, over time, they can become obsolete and you’ll have to replace them. The key is to find a vendor that has a good online reputation and is likely to provide support and updates for the product.

An alternative solution is to build your own cheap and easy solution from the ground up. The cost of building this type of product from scratch can range from $500 to $1000 and can take up to 10 days. The advantage of this strategy is that you get to choose the programming language and framework for the application, which gives you complete control over the product. You can also upgrade or delete features as needed without having to ask for authorization.

The disadvantage of this strategy is that it takes more time to develop and you have to be willing to learn how to code. If you’re looking for a one-stop-shop that provides you with everything you need, building your own product may not be the best idea.

The Rise Of Artificial Intelligence

Artificial intelligence (AI) is moving beyond just automating tasks and is starting to evolve into a whole new way of marketing. Using AI to its full potential means utilizing big data, machine learning, and natural language processing to provide value to customers.

AI has already begun changing the face of marketing, and savvy marketers are realizing the advantages of this new platform. Take the example of a digital nomad who has decided to rent out a vacation property near Dalaman, Turkey. Using AI to its full potential means taking into account all the different aspects of their customer’s journey, from finding the property to booking a flight to Turkey to making a vacation plan.

First, they would use automated email campaigns to send out details about the property, its location, and the amenities. Next, they would use digital signage, pop-ups, and other traditional methods to bring in more traffic. Finally, they would use AI-powered chatbots, virtual assistants, and self-serve kiosks to provide support and take inquiries.

The opportunities for marketers are endless and AI is evolving to meet the demand. From automated email marketing, to QR codes that can be scanned with a smartphone camera, to chatbots that can help guide customers through an online shopping experience, to automated social media accounts that can engage with potential customers, and much more.

Email Client Preference In The UAE

If you’re looking to enter the UAE market, where do you start? Most businesses in the country still rely on traditional methods of marketing, such as emails, to gain popularity.

Based on customer preference in the UAE, businesses should aim to provide the best possible user experience by designing a seamless customer journey that includes effective email marketing.

Outlook is the most popular email client in the UAE and the market leader in terms of user share. It is also the most widely adopted email client globally. The same can be said for Gmail. These two products provide a similar user experience but differ in terms of functionality. Typically, users will depend on either one or the other, but if you want your emails to be effective, you should design for Gmail.


To successfully engage with customers in the UAE through email marketing, you need to consider everything from content to technology and strategy. The world is changing, and consumers are demanding businesses to adapt to new ways of communicating and engaging with customers. The key is to evolve with the times, find the right balance between traditional and digital marketing, and create content that will make your customers both passionate and interested in your product or service.

Scroll to Top