Intro Email Marketing Best Practices 2018
When I asked you to name an email Marketing instrument, what would you say? Email Marketing Best Practices 2018
MailChimp? Aweber? ActiveCampaign?
Like most online businesses now, email marketing continues to be Dominated by the same large players for the previous decade. Which means they get promoted very heavily and achieve a lot 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 will be ripping MailerLite from limb To limb to find out if it stands its own ground against the big boys…
…and, more importantly, whether youshould consider making the switch.
– Uses tag-based system (called Groups)
– Powerful Segmentation using rules
– Custom Fields for innovative email personalization
– Advanced Campaign types (auto-resend, A/B, etc.. )
– Easy to Utilize email builder/template editor
– Practical Email components for example 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 price compared to most other options
– Strict Approval procedure
– Few email Templates available
– Very few Form templates available
– Can’t Create emails without leaving the visual workflow builder
– No Support for website monitoring Email Marketing Best Practices 2018
Like most email advertising providers these days, You’ll Need to Go through a review process before being able to properly use the program.
When you first sign up, you’ll be asked to finish your profile.
This includes information such as your organization name, website, Business, address, company size, record size and also the type of content you intend to send.
Then, You Have to verify your Website (or domain name).
This remains part of this acceptance 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 Steps, you’ll need to wait it out.
The MailerLite team will review your application, check your Site, and determine whether you’re a good match for their services.
(In other words, they are making sure you are not a spammer/scammer)
As revealed above, you’ll nevertheless be Able to use the software to create campaigns and play with the attributes, but you won’t have the ability to send anything before accepted.
I had been”partially” approved within a few hours, which gave me a Temporary limitation of 500 subscribers.
Here Is What the email said:
But while these steps aren’t perfect for getting started, it Does help prevent malicious users from damaging everyone else’s deliverability.
If you are anything like me, you’ll rely on automations to handle The majority of your email advertising.
(We will get to automations shortly, do not worry.)
But whether it is a new blog article, podcast, or timely Announcement, there is always a reason to send a more instant email.
That’s where’Campaigns’ come in.
Clicking the new’Create Campaign’ will give you several choices.
– Regular effort: A traditional broadcast email.
– A/B split effort: Multiple email Variations, such as subject line, from title and, yes, even email content. (Woop!)
– Auto resend: Resend to readers who Don’t start your broadcast email, with the choice of changing the subject line and email content.
– RSS effort: Create a recurring campaign That sends new content to subscribers using your website’s RSS feed.
Aside from a few additional choices, most of these will follow Exactly the same step-by-step procedure of a standard campaign.
So let us walk you through it.
As Soon as You click on to create your effort, you’ll be requested to Select a favorite editor, whether that’s the dragn’ drop, rich text or HTML.
Otherwise, you can switch to the Templates tab and select from one of the pre-designed email templates — which will move you to the dragn’ drop editor by default.
In the time of writing, there are 21 email templates to choose From which is a little on the low side, but the layouts are super modern.
And, of course, if you would just Prefer to reuse a previous email, you can click on the’Recent Emails’ tab.
For this example, I’ll select the first template from the library.
The editor is easy to use, Making viewing these templates a 5-minute job.
You can also utilize the cubes in the sidebar to include distinct Kinds of articles to your email, such as videos, product columns, and social links.
After making your adjustments, just click’Done Editing’ and you’ll Be carried to the recipients’ options where you can select your groups or sections.
The advanced tab also allows you To develop segment-like rules , in case your targeting is not quite perfect.
Finally, before sending, then you’ll get into the’Schedule’ screen.
This is where you control when your broadcast email should go Out, if that’s immediately, at a set time/date, or in accordance with your readers time zones.
Impressive, right? Email Marketing Best Practices 2018
Handling Your Clients
Possessing granular control over your readers is arguably among The most important facets of any email advertising program today.
Because highly personalized efforts Are Essential if You’re searching to increase opens, clicks, and, above all, your own conversions.
And while many providers allow you to”label” readers in order To target them more effectively, MailerLite uses a slightly different approach.
When you start up your subscriber dashboard, you’ll see two Options; Segments and Groups.
Segments are basically rules.
Your subscribers belong to a section only when they fulfill the Specified rules, and will be automatically added or eliminated accordingly.
Here is what establishing a rule looks like:
Notice the way you can also blend Rules, as well as an alternate rule if the first does not exist.
Pretty smart, eh?
The following tab is for classes, and despite the difference in name, These act much like your normal”tagging” system.
(MailerLite even debated Changing the title to’Tags’, but ultimately decided against it)
Contrary to Segments, Groups are upgraded manually or via an Automation rule — which we will get to in a moment — and they have no value aside from what you call them.
As you Begin to use this platform, you’ll begin to understand At which Segments and Groups are typically used, but MailerLite offers a hand in the event you’re unsure:
Basically, groups are more of a Deliberate action on a per-subscriber foundation, whereas Segments allow you to lump multiple subscribers collectively according to a common denominator.
Somewhat confusing, I’ll admit… but I feel it is a fair trade-off For the added flexibility. Besides, they’re discretionary.
Last, the’Fields’ tab is used to customize your email copy.
You will notice that MailerLite has Already populated this area with their own areas, such as name, company, and country.
If you want to create your own custom fields, you can do so by Clicking on the’Add new field’ button.
So how do they really work?
You can either upload a CSV record of your subscribers together with Your custom field data in separate columns… or may easily add these fields to your forms which will only apply to future readers.
Here’s a screenshot of a test field I made and added to a form:
I will not go too much into the form Things here since I have an entire section on that below, but this is the strategy I would recommend if you wished to use this attribute.
Again, as Soon as You’ve gathered your custom field information from fresh 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 Customized field.
I’m barely scratching the surface Of what is possible with custom fields, but it’s important that you know that this is a feature you can use.
Overall, it is reasonable to say MailerLite has their contributor Management and personalization features on point. Email Marketing Best Practices 2018
If you are not impressed by what you have seen up to Now, then maybe The page builder will tickle your fancy.
After choosing’Landing Pages’ from the forms page, you’ll be Able to select from 8 pre-designed templates.
Again, while the template choice Is not winning any awards, but it does offer a great foundation to work from if, for example most of us, you don’t have that natural eye for design.
I went ahead and chosen the’Lead Generation’ template, though They ultimately do the identical task; accumulate an email address.
This time, the editor will give you 17 building blocks to Further construct or change your landing page.
Now, I have used my fair share of Visual page builders, and it is better than a few dedicated alternatives *cough* WPBakery.
Together with the fundamental building blocks, you can use components like Hero segments, popup buttons, testimonials and countdown timers.
No, it won’t be replacing landing Page builders like Thrive Architect or LeadPagesanytime shortly, but credit where credit due, this thing over-delivers on all three kind types.
Form Builder Tool
Unlike some email advertising tools, MailerLite really Provides a Decent set of type building tools.
Also, but you can also create popups and landing pages Through this same interface, so there’s a lot to cover .
Let’s start with your Bog-standard embedded type.
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 particular pages.
Despite starting off super basic, the form designer lets you To personalize everything from the form 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, but as you know, there’s more to a form than simply its appearance.
Clicking the’Settings’ tab will allow you to configure how the Form works, including adding additional fields and establishing a custom success page.
(There is a GDPR compliance option. Sweet.)
And talking of the success webpage…
…MailerLite also lets you customize the default message, That will replace the embedded kind and prevents users from redirecting.
Last but surely not least, you Can assess the way your form screens on mobile by shifting the toggle to reactive mode.
You won’t be able to make any design changes , but it makes Sense to test, nevertheless.
So that’s an overview of the Embedded form but as I said before, you may also create popup forms in MailerLite.
While the Vast Majority of this setup Procedure is identical, there are Still a few differences I’d like to point out.
Unlike embedded forms, you can choose between a set of Templates:
While this isn’t the most In depth choice, they do provide a fantastic base to work from and the editor is at least as simple to use with this form kind.
Clicking the’E-commerce’ template takes me into a preview Before moving to the editor.
Here, you’ll notice there are some new choices under form types Now around:
Contemplating paid tools such as Thrive Leads exist for ribbons and slide-in forms, it is pretty impressive to observe this level of control over popup forms.
And, as before, you can perform with the styling options to get it Matched up with your branding.
Last, you can Select the close Behaviour of your form under the’Settings’ tab.
The default option is that the X icon, but you can swap out this for A”No thanks” text option, or have .
That is where most email Marketing platforms will render 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 dashboard.
Here you’ll see everything from campaign open and click data, Subscriber development, automation stats, and form signups.
Clicking into any campaign will Give you specific reporting for this effort.
This is where you’ll discover a few statistics such as Unsubscribes, spam complaints, bounces, studying surroundings, email client and more.
This should be plenty of Information for the average user…
…but if you really want To dig into the numbers, you can click into different areas of this report for 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 your subscribers interacted with your emails in relation to one another.
Reports for automations are Available under the’Automations’ tab, even though I found to be less enlightening than effort reports.
Here’s a Fast example:
Total, MailerLite does a Stellar job with their reporting port, and most will get the available statistics more than enough to fulfill their demands.
What’s email marketing without a dashboard of automation?
For many reading this, MailerLite’s automation capabilities Could easily make or break this review.
The good news? If you’ve ever used a visual workflow builder, You will immediately feel at home here…
Much like the rest of MailerLite, That the automations interface is easy, clean and simple to navigate — something that certainly can’t be said for each and every email advertising software.
After establishing your trigger, you can Start adding measures to your workflow.
These steps could be anything from sending an email, including a Postpone, a bubble break, or an action, such as moving a contributor or upgrading their records.
Here’s a straightforward workflow I put together, where readers Are unsubscribed when they do not open my email within 7 days.
There are countless Possibilities when it comes to workflow automations similar to this, and MailerLite should not have any trouble with the vast majority of use cases.
Granted, it is 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 Readers directly into a different automation.
That being said, most of these actions can Nevertheless Be achieved by moving Subscribers into various classes that activate new automation workflows. It’s just not as efficient…. yet.
Another matter of efficacy here is when generating new emails In the automation workflow builder.
After adding an email cube to The workflow, you’ll be asked to add your topic line that then appears on the block itself.
From there, clicking on the’Design email’ button will automatically fire up the Writer:
Now, you’ll be temporarily Redirected to the typical campaign creation wizard, which I covered previously in the critique.
This time, but as Soon as You’ve established your email, clicking on the ‘Done editing’ button will direct you straight back into the automations workflow instead of the usual sending alternatives.
Ultimately, your email will probably be Loaded into your own automation.
A Wonderful touch here is having a thumbnail preview of your Email inside your automation block, which means you can get an concept of what it contains at a glimpse.
While this procedure may seem like A grind on paper, it’s really much quicker than what I am used to with other email advertising 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 probably find that this downgrade in functionality.
It’s fast enough for me, Personally, however I guess it is all relative.
Before I wrap up this section, there is 1 type of automation You will not find in MailerLite, also that I think that it’s very important to highlight.
The ability to trigger an automation (or step) based on the way Subscribers interact with the pages on your site.
This kind of behavioral targeting only is not available in MailerLite right now, so if it’s something you use or intend to use, you may want to skip this one. Email Marketing Best Practices 2018
The cost of MailerLite is no doubt one of those tools biggest Selling things, and let us face it, most of us love a good deal.
For starters, they offer an infinite free plan that includes All features (including premium) for as many as 1,000 subscribers.
While There’s some subtle Branding on your mails using this plan, it is still an wonderful alternative for anyone starting out.
And what about the top plans?
It turns out, at approximately half of the Price of this competition generally, MailerLite is undoubtedly among the cheapest options on the industry. Plus, if you are willing to pay yearly, you can also get an even better discount.
In Reality, I have not been able to locate anything that does exactly the Exact Same job, cheaper.
MailerLite is among the email advertising tools to disrupt The (very crowded) sector in recent 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 just about anything you can throw at it.
I find MailerLite strikes the best balance Between flexibility, speed and simplicity, and all at a price point you will seriously struggle to beat.
Thinking of giving it a spin? Let us know how it works for you In the comments. Email Marketing Best Practices 2018