Introduction Email Marketing Segmentation Techniques
When I asked you to name an email Marketing tool, what would you say? Email Marketing Segmentation Techniques
MailChimp? Aweber? ActiveCampaign?
Like many online businesses today, email marketing has been Dominated by the same big players for the previous ten years. Which means they get promoted very heavily and accomplish a lot of mindshare.
Now and then, however, an Underdog disrupts the market, causing long-time customers to question their loyalties.
MailerLite has done exactly that.
So today, in this short article, I will be tearing MailerLite from limb To limb to find out 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 principles
– Custom Fields for innovative email personalization
– Advanced Campaign kinds (auto-resend, A/B, etc.. )
– Simple to Use email builder/template editor
– Practical Email elements such as countdowns and product boxes
– Intuitive Form, popup and landing page builder
– Supports Automations employing visual workflows
– Offers Both digestible and in-depth reporting
– A Fraction of the price compared to most other solutions
– Strict Approval procedure
– Few email Templates available
– Very few Form templates available
– Can’t Create mails without leaving the visual workflow builder
– No Support for site tracking Email Marketing Segmentation Techniques
Like most email advertising providers these days, You’ll Need to Go through a review process before being able to properly use the software.
When you first sign up, you’ll be asked to complete your profile.
This includes information like your company name, site, Industry, address, company size, list size and even the kind of content you intend to send.
Then, You Have to verify your Website (or domain ).
This is still part of this approval process, and MailerLite will Simply ask which email is associated to that domain in order that they can email you a verification link.
Once you’ve completed these Measures, you’ll need to wait it out.
The MailerLite staff will review your application, check your Site, and determine whether you are a fantastic fit for their service.
(Quite simply, they’re making sure you are not a spammer/scammer)
As revealed above, you’ll nevertheless be Able to use the software to make campaigns and play with the attributes, but you will not have the ability to send anything before accepted.
I had been”partially” approved within a few hours, which gave me a Temporary limit of 500 subscribers.
Here’s what the email said:
But while these measures 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 upon automations to handle The majority of your email marketing.
(We will get to automations shortly, don’t worry.)
But whether it’s a new blog post, podcast, or timely Announcement, there is always a reason to send a more instant email.
That is where’Campaigns’ come in.
Clicking the brand new’Create Campaign’ will give you several choices.
– Regular effort: A traditional broadcast email.
– A/B split campaign: Multiple email Versions, including subject line, from title and, yes, even email content. (Woop!)
– Auto resend: Resend to subscribers who Do not open your broadcast email, together with the choice of changing the subject line and email articles.
– RSS effort: Create a recurring campaign That sends new content to readers using your website’s RSS feed.
Apart from a few added options, the Majority of these will follow Exactly the same step-by-step process of a normal campaign.
So let’s walk you through it.
Once you click on to create your effort, you’ll be requested to Select a preferred editor, whether that’s 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 to the dragn’ drop editor by default.
At the time of writing, you’ll find 21 email templates to choose 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’ll choose the first template from the library.
The editor is easy to work with, Making customizing these templates a 5-minute job.
You can also utilize the blocks in the sidebar to add different Types of content to your email, such as videos, merchandise columns, and societal links.
After making your changes, just click’Done Editing’ and you will Be taken to the recipients’ options where you are able to select your classes or sections.
The tab also allows you To develop segment-like rules on-the-fly, in the event your targeting is not quite right.
Finally, right before sending, then you’ll get to the’Program’ screen.
This is where you control when your broadcast email should go Out, if that’s immediately, at a set time/date, or according to your subscribers time zones.
Impressive, right? Email Marketing Segmentation Techniques
Managing Your Clients
Having granular control over your subscribers is arguably one of The most important facets of any email marketing software today.
Because highly personalized campaigns Are Essential if You’re looking to increase clicks, opens, and, most importantly, your own conversions.
And while many providers Permit You to”label” readers in order To target them effectively, MailerLite uses a slightly different approach.
When you start up your subscriber dashboard, you’ll see two Choices; Segments and Groups.
Segments are essentially rules.
Your readers belong to a segment only when they meet the Specified principles, and are automatically inserted or removed accordingly.
Here is what establishing a rule looks like:
Notice how you can even combine Principles, in addition to another rule if the first doesn’t exist.
Pretty smart, eh?
The following tab is for classes, and despite the difference in title, These act much like your normal”tagging” system.
(MailerLite even debated Changing the name to’Tags’, but finally decided against it.)
Contrary to Segments, Groups are upgraded manually or via an Automation rule — that we’ll get to in a moment — and they have no value besides what you actually call them.
As you start to use this stage, you’ll begin to understand Where Segments and Groups are typically used, but MailerLite delivers a hand in the event you’re uncertain:
Fundamentally, groups are much more of a Deliberate activity on a per-subscriber foundation, whereas Segments permit you to bulge multiple contributors together 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 are optional.
Finally, the’Fields’ tab is used to customize your email copy.
You will notice that MailerLite has Already populated this region with their particular areas, such as title, business, and nation.
If You Would like to create your own custom fields, you can do so by Clicking the’Add new field’ button.
So how do they actually work?
You can either upload a CSV record of your subscribers along with Your custom field information in distinct columns… or may easily add these fields to a types which will only apply to prospective subscribers.
Here’s a screenshot of a test field I created and added to a form:
I won’t go too much to the shape Things here because I have an entire section on that below, but this is the approach I’d recommend if you wished to use this attribute.
Again, as Soon as You’ve collected your custom field information from fresh Subscribers, you are able to pull them in to your email content and subject line.
Just click the’Personalization’ drop down and choose your Custom field.
I’m barely scraping the surface Of what is possible with custom fields, but it is important that you understand this is a feature you may use.
Overall, it’s fair to say MailerLite has their contributor Management and personalization features on point. Email Marketing Segmentation Techniques
If you are not impressed by what you have seen up to Now, then maybe The page builder will tickle your fancy.
After selecting’Landing Pages’ from the forms page, then you will be Able to pick from 8 pre-designed templates.
Again, while the template choice Is not winning any awards, but it does offer a fantastic foundation to work from if, for example the majority people, you do not have that pure eye for design.
I went ahead and chosen the’Lead Generation’ template, however They all finally do the same task; accumulate an email address.
This time, the editor will give you 17 building blocks to Further construct or alter your landing page.
Now, I’ve used my fair share of Visual page builders, and this is better than a few dedicated solutions *cough* WPBakery.
Together with the basic building blocks, you can use elements like Hero segments, popup buttons, reviews and countdown timers.
It will not be replacing landing Page builders like Thrive Architect or LeadPagesanytime soon, 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 form building tools.
Also, but you can also create popups and landing pages Through this exact same interface, so there is a lot to cover .
Let us start with your Bog-standard embedded form.
These forms are created inside MailerLite in order to get An embed code, which you can then place on your site to display it on specific pages.
Despite starting off super fundamental, the form designer lets you To personalize everything from the kind style, fields, background, title, input fields and, of course, the button.
Form text can also be edited directly, which Provides you a Opportunity To visualize your backup in real-time.
It would’ve been nice to have Some templates here, but as you know, there is more to a form than just its physical appearance.
Clicking on the’Settings’ tab will Make It Possible for you to configure the way the Form works, including adding extra fields and setting a custom success page.
(There is even a GDPR compliance option. Sweet.)
And speaking of the success page…
…MailerLite also lets you customize the default message, Which can replace the embedded kind and prevents users from redirecting.
Last but certainly not least, you Can assess how your form displays on cellular by shifting the toggle to responsive mode.
You won’t Have the Ability to make any layout changes , but it makes Sense to check, nevertheless.
So that is an overview of this Embedded form but as I said before, you can also create popup forms in MailerLite.
While the Vast Majority of the installation process is identical, there are 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 Comprehensive choice, they do offer a good base to work from and the editor is just as easy to use for this form kind.
Clicking on the’E-commerce’ template requires me into a preview Before moving to the editor.
Here, you’ll notice there are some new options under form types This time around:
Considering paid programs like Thrive Leads exist for both ribbons and slide-in forms, it is pretty impressive to observe this level of control over popup forms.
And, as before, you can perform the styling options to get it Matched up with your own branding.
Finally, you can choose the close Behavior of your type 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 would leave you, but MailerLite has one more trick up its sleeve.
Reporting & Analytics
Like most tools, you’ll find a summary of your effort Statistics in the main dashboard.
Here you’ll see everything from campaign open and click data, Subscriber growth, automation analytics, and kind signups.
Clicking into any effort will Give you specific coverage for that campaign.
This is where you’ll find a few more advanced statistics such as Unsubscribes, spam complaints, bounces, reading surroundings, email client and much more.
This should be plenty of Information for the average consumer…
…but in Case You really want To dig into the numbers, it is possible to click into individual areas of the report to get a more detailed breakdown.
You can find some real gems beneath These reports.
For example, the’View Mail’ tab also shows a click map, so It’s possible to see precisely how your readers interacted to another.
Reports for automations will also be Available under the’Automations’ tab, although I found to be less insightful than campaign reports.
Here’s a Fast example:
Overall, MailerLite does a Stellar job with their reporting port, and many will get the available statistics more than sufficient to fulfill their needs.
What is email marketing with no dash of automation?
For many reading this, MailerLite’s automation capabilities Could easily make or break this particular review.
The good news? If you’ve used a visual workflow builder, 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 not be said for every email advertising program.
After establishing your trigger, you can Start adding measures to your workflow.
These measures could be anything from sending an email, adding a Postpone, a bubble break, or an action, like transferring a subscriber or upgrading their records.
Here’s a straightforward workflow I set together, where readers Are unsubscribed when they do not open my email within seven days.
There are countless Possibilities when it comes to workflow automations similar to this, and MailerLite should have no trouble with the huge majority of use cases.
Granted, it is not quite as Feature-rich as something such as ActiveCampaign because it lacks a number of the conditional components. (Split, Visit, Goal, etc.)
For example, there’s currently no automation for transferring Subscribers directly into a different automation.
That being said, the Majority of these activities can Nevertheless Be achieved by moving Subscribers into different classes that activate new automation workflows. It is simply much less efficient…. yet.
Another matter of efficacy here is when creating new emails From the automation workflow builder.
After having an email block to The workflow, you’ll be asked to add your subject line which then appears on the block itself.
From there, clicking the’Design email’ button will fire up the Editor:
Now, you’ll be temporarily Redirected to the standard campaign creation wizard, which I covered previously in the review.
This time, however, as Soon as You’ve established your email, clicking the ‘Done editing’ button will direct you back to the automations workflow rather than the usual sending options.
Ultimately, your email will 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 get an concept of what it contains at a glance.
While this process may seem like A grind on newspaper, it’s actually much faster than what I am used to with other email marketing tools — ActiveCampaign being a fantastic example.
On the other hand, if you have come over from something such as ConvertKit where The editor is loaded inside the automations builder, so you will probably find that this downgrade in performance.
It’s quick enough for me, Personally, but I guess it is all relative.
Before I wrap up this segment, there is one Kind of automation You will not find in MailerLite, and that I think that it’s important to highlight.
The ability to activate an automation (or measure ) based on the way Readers interact with all the webpages on your website.
This Sort of behavioral targeting only is not available in MailerLite right now, so if it’s something you use or intend to utilize, you may want to skip this one. Email Marketing Segmentation Techniques
The Price of MailerLite is among those tools largest Selling things, and let’s face it, most of us love a fantastic deal.
For starters, they offer an infinite free plan that includes All features (including premium) to get as many as 1,000 subscribers.
While There’s some subtle Branding in your mails using this plan, it’s still an wonderful option for those starting out.
And what about the premium programs?
It turns out, at around half of the Cost of the rivalry generally, MailerLite is by far among the cheapest options available on the market. Plus, if you’re ready to pay yearly, you can also get an even greater discount.
In fact, I have not been able to find anything that does exactly the same job, cheaper.
MailerLite is one of those very few advertising tools to disrupt The (very crowded) sector 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 just about anything you can throw at it.
I find MailerLite strikes the perfect balance Between flexibility, simplicity and speed, and all at a price point you’ll seriously struggle to beat.
Thinking about giving it a twist? Let us know how it works for you In the comments. Email Marketing Segmentation Techniques