Intro Effective B2B Email Marketing
When I asked you to name an email Marketing tool, what would you say? Effective B2B Email Marketing
MailChimp? Aweber? ActiveCampaign?
Like most online industries now, email marketing continues to be Dominated by the identical big players for the previous decade. Which means that they get encouraged very deeply and accomplish a great deal of mindshare.
Now and then, however, an Underdog disrupts the marketplace, causing long-time customers to question their loyalties.
MailerLite has done precisely that.
So now, in this short article, I’ll be ripping MailerLite from limb To limb to see if it really stands its own ground against the big boys…
…and, what’s more, whether youshould consider making the change.
– Uses tag-based system (called Groups)
– Powerful Segmentation using rules
– Custom Fields for advanced email personalization
– Advanced Campaign types (auto-resend, A/B, etc.. )
– Simple to Use email builder/template editor
– Practical Email elements such as countdowns and merchandise boxes
– Intuitive Type, popup and landing page builder
– Supports Automations using visual workflows
– Offers Both digestible and comprehensive reporting
– A Fraction of the cost compared to most other solutions
– Strict Approval procedure
– Few email Templates accessible
– Very few Form templates accessible
– Can’t Create emails without leaving the visual workflow builder
– No Support for website tracking Effective B2B Email Marketing
Like most email marketing providers these days, you will need to Go through a review process before being able to correctly use the program.
When you first sign up, you’ll be asked to finish your profile.
This includes information like your organization name, site, Industry, address, company size, record size and also the type of content you intend to send.
Then, you need to confirm your Site (or domain name).
This remains part of this approval process, and MailerLite will Simply ask which email is associated to this domain in order that they can email you a verification link.
As Soon as You’ve completed those Measures, you’ll need to wait it out.
The MailerLite team will review your application, check your Site, and ascertain whether you are a fantastic fit for their services.
(In other words, they’re making sure you’re not a spammer/scammer)
As shown above, you’ll still be Able to use the software to create campaigns and perform with the attributes, but you will not have the ability to send anything until approved.
I was”partially” approved within a few hours, which gave me a Temporary limit of 500 subscribers.
Here Is What the email said:
But while these steps are not ideal for getting started, it Does help prevent unscrupulous users from hurting everyone else’s deliverability.
If you’re anything like me, you’ll rely on automations to handle Nearly all your email marketing.
(We’ll get to automations shortly, don’t worry.)
But whether it’s a brand new blog post, podcast, or timely Announcement, there’s always a reason to send a more instant email.
That is where’Campaigns’ come in.
Clicking the new’Create Campaign’ will give you several options.
– Regular campaign: A traditional broadcast email.
– A/B split effort: Multiple email Variations, including subject line, from name and, yes, even email content. (Woop!)
– Auto resend: Resend to readers who Don’t start your broadcast email, with the choice of altering the subject line and email articles.
– RSS campaign: Create a recurring campaign That sends new content to readers using your site’s RSS feed.
Aside from a few additional options, the Majority of these will follow The exact same step-by-step procedure of a standard effort.
So let’s walk you through it.
Once you click on to create your campaign, you’ll be requested to Select a favorite editor, whether that be the dragn’ drop, rich text or HTML.
You can switch to the Templates tab and choose from one of their pre-designed email templates — that will move you into the dragn’ drop editor .
In the time of writing, there are 21 email templates to select From which is a little on the low side, but the designs are super contemporary.
And, of course, if you would just Like to reuse a previous email, you can click on the’Recent Emails’ tab.
For this example, I will choose the first template in the library.
The editor is easy to use, Which makes viewing these templates a 5-minute job.
You can also use the blocks in the sidebar to include different Types of content to your email, such as videos, product columns, and social connections.
After making your adjustments, just click’Done Editing’ and you’ll Be taken to the recipients’ options where you can select your classes or sections.
The tab also allows one To develop segment-like rules , in the event your targeting isn’t quite perfect.
Finally, before sending, you’ll get to the’Program’ screen.
This is where you control when your broadcast email should go Out, whether that is instantly, at a set time/date, or in accordance with your readers time zones.
Impressive, right? Effective B2B Email Marketing
Handling Your Clients
Having granular control over your readers is arguably among The most essential aspects of any email marketing software today.
Because highly personalized campaigns are necessary if You’re looking to increase clicks, opens, and, above all, your conversions.
And while most providers allow you to”tag” subscribers in order To target them more effectively, MailerLite uses a slightly different approach.
When you open up your subscriber dashboard, you’ll notice two Options; Segments and Groups.
Segments are essentially principles.
Your subscribers belong to a segment only when they meet the Specified rules, and will be automatically inserted or removed so.
Here’s what setting up a rule looks like:
Notice how you can even blend Rules, in addition to another rule if the first doesn’t exist.
Pretty smart, eh?
The next tab is for classes, and despite the difference in title, These behave much like your usual”tagging” system.
(MailerLite even debated Changing the title to’Tags’, but finally decided against it.)
Unlike Segments, Groups are upgraded manually or via an Automation principle — which we will get to in a moment — and they have no value aside from what you actually call them.
As you Begin to use this platform, you’ll begin to understand At which Segments and Groups are typically used, however, MailerLite offers a hand in case you’re uncertain:
Fundamentally, groups are much more of a Deliberate activity on a per-subscriber basis, whereas Segments allow you to bulge multiple contributors together according to a frequent denominator.
A tad confusing, I will admit… but I believe it’s a fair trade-off For the additional flexibility. Besides, they are discretionary.
Finally, the’Fields’ tab is used to customize your email copy.
You will notice that MailerLite has Already populated this area with their particular areas, such as title, company, and country.
If You Would like to create your own custom fields, you can do this by Clicking on the’Add new field’ button.
So how do they really work?
You can either upload a CSV record of your subscribers along with Your custom field data in distinct columns… or can easily add these fields to your forms which will only apply to prospective readers.
Here’s a screenshot of a test field I created and added into a form:
I won’t go too much to the shape Stuff here since I have a whole section on this below, but this is the approach I would recommend if you wished to use this feature.
Again, once you’ve gathered your custom field data from new Readers, you are able to pull them in to your email content and subject line.
Just click on the’Personalization’ drop down and select your Custom field.
I’m barely scraping the surface Of what’s possible with custom fields, but it’s important to know that this is a feature you can use.
Overall, it’s fair to say MailerLite has their subscriber Management and personalization features on stage. Effective B2B Email Marketing
If you are not impressed by what you’ve seen so far, then perhaps The page builder will tickle your fancy.
After selecting’Landing Pages’ in the forms page, you’ll be Able to select from 8 pre-designed templates.
Again, while the template selection Is not winning any awards, it does offer a great base to work from if, for example most people, you do not have that natural eye for design.
I went ahead and chosen the’Lead Generation’ template, however They finally do the identical job; collect an email address.
This time, the editor will give you 17 building blocks to Further construct or alter your landing page.
Now, I have used my fair share of Visual page builders, and this is already better than some dedicated alternatives *cough* WPBakery.
Along with the basic building blocks, you can use components like Hero sections, popup buttons, reviews and countdown timers.
No, it won’t be replacing landing Page builders such as Thrive Architect or LeadPagesanytime shortly, but credit where credit due, this item over-delivers on all 3 kind types.
Form Builder Tool
Unlike some email marketing tools, MailerLite actually Provides a Decent set of type building tools.
Also, but you can also create popups and landing pages Through this exact same interface, so there is a whole lot to cover here.
Let’s begin with your Bog-standard embedded form.
These forms are first created inside MailerLite in order to get An embed code, which you can then put on your website to show it on specific pages.
Despite beginning super basic, the form designer lets you To customize everything in the kind style, subjects, background, title, enter fields and, of course, the button.
Form text may also be edited directly, which Provides you a Opportunity To envision your own backup in real-time.
It would have been nice to have Some templates here, but as you know, there’s more to a form than simply its appearance.
Clicking on the’Settings’ tab will allow you to configure how the Form works, such as adding extra fields and establishing a custom success page.
(There’s even a GDPR compliance option. Sweet.)
And speaking of the success webpage…
…MailerLite also enables you to customize the default message, Which can replace the embedded form also prevents users .
Last but surely not least, you Can assess the way your form displays on mobile by shifting the toggle to responsive mode.
You won’t be able to make any layout changes here, but it makes Sense to check, nevertheless.
So that’s an overview of this Embedded form but like I said before, you can also create popup forms in MailerLite.
While the majority of the installation process is identical, there are A few differences I’d love to point out.
Unlike embedded forms, you can choose between a set of Templates:
While this isn’t the most Comprehensive selection, they do offer a fantastic base to work from and the editor is at least as easy to use with this form type.
Clicking on the’E-commerce’ template requires me to a preview Before moving into the editor.
Here, you’ll notice there are a few new options under form types This time around:
Contemplating paid tools like Thrive Leads exist for both ribbons and slide-in forms, it is pretty impressive to observe this level of control over popup types.
And, as before, you can perform with the styling options to get it Matched with your branding.
Last, you can Select the near Behaviour of your form under the’Settings’ tab.
The default option is that the X icon, but you can swap this out for A”No thanks” text option, or have both.
That is where most email Marketing platforms will leave you, but MailerLite has one more trick up its sleeve.
Reporting & Analytics
Like most tools, you’ll find a summary of your effort Data in the main dashboard.
Here you’ll see everything from effort open and click data, Subscriber growth, automation analytics, and kind signups.
Clicking into any campaign will Give you specific reporting for this campaign.
This is where you’ll find a few statistics such as Unsubscribes, spam complaints, bounces, studying surroundings, email client and more.
This should be plenty of Information for the ordinary consumer…
…but in Case You really want To dig into the numbers, it is possible to click into different areas of the report to get a more detailed breakdown.
You can find some real gems under These reports.
By Way of Example, the’View Email’ tab also shows a click map, so You can see precisely how your readers interacted with your mails in relation to one another.
Reports for automations are also Available under the’Automations’ tab, though I found to be less enlightening than campaign reports.
Here’s a Fast example:
Total, MailerLite does a Stellar job with their reporting interface, and many will get the available data more than sufficient to fulfill their needs.
What’s email marketing with no dash of automation?
For most reading this, MailerLite’s automation capabilities Could simply make or break this particular review.
The good news? If you have ever used a visual workflow builder, then You will immediately feel at home here…
Much like the rest of MailerLite, That the automations interface is simple, clean and simple to navigate — something that certainly can’t be said for each and every email advertising software.
After setting your trigger, you can begin adding measures to your workflow.
These steps can be anything from sending an email, adding a Delay, a conditional split, or an action, such as moving a contributor or updating their records.
Here’s a simple workflow I put together, where readers Are unsubscribed when they don’t open my email within 7 days.
There are countless Possibilities in regards to workflow automations like this, and MailerLite should have no trouble with the vast majority of use cases.
Granted, it’s not quite as Feature-rich as something like ActiveCampaign because it lacks a number of the conditional elements. (Split, Visit, Goal, etc.)
For Instance, there’s currently no automation for moving Subscribers directly into a different automation.
That being said, most of these activities can Nevertheless Be achieved by moving Subscribers into different groups that activate new automation workflows. It’s just not as effective…. yet.
Another question of efficiency here is when creating new emails In the automation workflow builder.
After having an email block to The workflow, you will be asked to put in your topic line which then appears on the block itself.
From there, clicking the’Design email’ button will automatically fire up the Editor:
Now, you’ll be briefly Redirected to the standard campaign creation wizard, which I covered earlier in the review.
This time, however, as Soon as You’ve created your email, clicking on the ‘Done editing’ button will guide you straight back into the automations workflow rather than the usual sending options.
Ultimately, your email address will probably be Loaded into your automation.
A Wonderful touch here is having a thumbnail preview of your Email within your automation cube, so it’s possible to find an idea of what it contains at a glance.
While this procedure may seem like A grind on paper, it’s actually much faster than what I’m utilized to with other email marketing tools — ActiveCampaign being a great example.
On the other hand, if you have come over from something like ConvertKit where The editor is loaded within the automations builder, so you will likely find that this downgrade in performance.
It’s quick enough for me, Personally, however I guess it’s all relative.
Before I wrap up this section, there is 1 Kind of automation You will not find in MailerLite, also I think it’s very important to highlight.
The ability to activate an automation (or measure ) based on how Readers interact with all the webpages on your website.
This kind of behavioral targeting only isn’t available in MailerLite at this time, so if it’s something you use or plan to use, you may want to skip this one. Effective B2B Email Marketing
The cost of MailerLite is undoubtedly among the tools biggest Selling things, and let’s face it, most of us love a good deal.
For starters, they offer an infinite free plan that includes All features (including premium) for up to 1,000 subscribers.
While There’s some subtle Branding on your mails using this program, it’s still an amazing alternative for those starting out.
And what about the top plans?
It ends up, at approximately half of the Cost of this rivalry on average, MailerLite is undoubtedly one of the cheapest options available on the industry. Additionally, if you’re ready to pay yearly, you can also get an even better discount.
In fact, I have not been able to find anything that does exactly the Exact Same job, cheaper.
MailerLite is one of those very few email advertising tools The (very crowded) industry in the last couple of years, which is no easy feat.
While it’s not as quickly as ConvertKit, or as feature-rich As ActiveCampaign, or as template-heavy as MailChimp, it works exceptionally well at virtually anything you can throw at it.
Overall, I find MailerLite strikes the best balance Between flexibility, simplicity and speed, and all at a price point you will seriously struggle to beat.
Thinking about giving it a twist? Let us know how it works for you From the remarks. Effective B2B Email Marketing