Introduction Email Marketing Strategy For Ecommerce
When I asked you to name an email Marketing instrument, what would you say? Email Marketing Strategy For Ecommerce
MailChimp? Aweber? ActiveCampaign?
Like most online industries today, email marketing continues to be Dominated by the identical big players for the last 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 tearing MailerLite from limb To limb to find out whether it stands its ground against the big boys…
…and, more importantly, whether youshould consider making the change.
– Uses tag-based system (called Groups)
– Powerful Segmentation using rules
– Custom Fields for innovative email personalization
– Advanced Campaign kinds (auto-resend, A/B, etc.. )
– Easy to Utilize email builder/template editor
– Practical Email components for example countdowns and merchandise 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 options
– Strict Approval process
– 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 Strategy For Ecommerce
Like most email advertising providers Nowadays, you will need to Go through a review process before being able to properly use the program.
When you first register, you’ll be asked to finish your profile.
This includes information like your company name, website, Industry, address, company size, list size and also the type of content you intend to send.
Then, you need to verify your Website (or domain ).
This is still part of the acceptance process, and MailerLite will Simply ask which email is associated to that domain in order that they can email you a confirmation link.
As Soon as You’ve completed these Measures, you’ll need to wait it out.
The MailerLite team will review your application, assess your Site, and ascertain whether you’re a good fit for their service.
(In other words, they’re making sure you are not a spammer/scammer)
As shown above, you’ll nevertheless be Able to utilize the software to create campaigns and perform with the features, but you won’t have the ability to send anything before approved.
I had been”partially” approved within a few hours, which gave me a Temporary limit of 500 subscribers.
Here’s what the email said:
However, while these measures are not ideal for getting started, it Does help prevent malicious users from hurting everyone else’s deliverability.
If you are anything like me, you’ll rely upon automations to handle Nearly all your email advertising.
(We will get to automations shortly, do not worry.)
But whether it is a new blog post, podcast, or timely Announcement, there is always a reason to send a more immediate email.
That is where’Campaigns’ come in.
Clicking the new’Produce Campaign’ will provide you several choices.
– Regular campaign: A Conventional broadcast email.
– A/B split campaign: Multiple email Versions, such as subject line, from name and, yes, even email content. (Woop!)
– Auto resend: Resend to subscribers who Do not start your broadcast email, with the option of altering 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 additional choices, most of these will follow Exactly the exact same step-by-step process of a standard campaign.
So let us walk you through it.
As Soon as You click on to create your effort, you’ll be asked to Pick a favorite editor, whether that’s the dragn’ drop, rich text or HTML.
You can switch to the Templates tab and select from one of the pre-designed email templates — that will move you to the dragn’ drop editor by default.
At the time of writing, there are 21 email templates to choose From which is somewhat on the low side, however, the layouts are super contemporary.
And, of course, if you’d just Prefer to reuse a previous email, you can click the’Recent Emails’ tab.
For this instance, I’ll select the first template in the library.
The editor is easy to work with, Which makes viewing these templates a 5-minute job.
You can also utilize the cubes in the sidebar to add different Types of articles to your email, including videos, product columns, and social connections.
After making your changes, simply click’Done Editing’ and you’ll Be carried to the recipients’ choices where you can choose your groups or segments.
The advanced tab also allows one To develop segment-like rules , in the event your targeting is not quite right.
Finally, before sending, then you’ll get to the’Schedule’ screen.
This is where you control when your broadcast email should go Out, whether that is instantly, at a set time/date, or according to your subscribers time zones.
Impressive, right? Email Marketing Strategy For Ecommerce
Managing Your Subscribers
Possessing granular control over your subscribers is arguably one of The most essential facets of any email marketing software now.
Because highly personalized campaigns are necessary if You’re searching to increase opens, clicks, and, most importantly, your own conversions.
And while most providers Permit You to”tag” 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 essentially rules.
Your readers belong to a section only when they meet the Specified rules, and will be automatically inserted or removed accordingly.
Here’s what setting up a rule looks like:
Notice the way you can even combine Principles, as well as another rule if the first doesn’t exist.
Pretty smart, eh?
The following tab is for groups, and also the difference in title, These behave much like your normal”tagging” system.
(MailerLite even debated Changing the title to’Tags’, but ultimately decided against it)
Contrary to Segments, Groups are updated manually or through an Automation rule — which we’ll get to in a minute — and they don’t have any value aside from what you call them.
As you start to use this platform, you’ll begin to understand Where Segments and Groups are typically used, however, MailerLite delivers a hand in the event you’re unsure:
Fundamentally, groups are more of a Deliberate action on a per-subscriber basis, whereas Segments permit you to lump multiple subscribers together according to a common denominator.
A tad confusing, I’ll admit… but I feel it’s a fair trade-off For the additional flexibility. Besides, they are optional.
Last, the’Fields’ tab is used to customize your email copy.
You’ll 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 the’Add new field’ button.
So how do they really work?
You can either upload a CSV file of your subscribers along 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 created and added into a form:
I won’t go too much to the shape Stuff here since I have a whole section on that below, but this is the strategy I would recommend if you wished to use this feature.
Again, as Soon as You’ve gathered your custom field information from new Readers, you are able to pull them into your email content and subject line.
Just click on the’Personalization’ drop down and select your Customized field.
I’m barely scraping the surface Of what is possible with custom fields, but it’s important to understand this is a feature you can use.
Overall, it is fair to state MailerLite has their contributor Management and personalization features on stage. Email Marketing Strategy For Ecommerce
If you are not impressed with what you have seen so far, 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 selection Isn’t winning any awards, but it will offer a great foundation to work from if, like the majority people, you don’t 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 build or change your landing page.
Now, I’ve used my fair share of Visual page builders, and it is better than some dedicated solutions *cough* WPBakery.
Together with the fundamental building blocks, you can use components like Hero segments, popup buttons, testimonials and countdown timers.
No, it will not be replacing landing Page builders such as Thrive Architect or even LeadPagesanytime soon, but credit where credit due, this thing over-delivers on all 3 kind types.
Form Builder Tool
Unlike some email advertising tools, MailerLite actually offers a Decent pair of type building tools.
Also, but you can also create popups and landing pages Through this exact same interface, so there’s a lot to cover .
Let us begin with your Bog-standard embedded form.
These forms are created inside MailerLite so as to get An embed code, which you can then place on your site to display it on specific pages.
Despite starting off super basic, the form designer lets you To customize everything from the form style, fields, background, title, input 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 just its physical appearance.
Clicking the’Settings’ tab will allow you to configure the way the Form works, such as adding additional fields and setting a custom success page.
(There is a GDPR compliance alternative. Sweet.)
And speaking of the success page…
…MailerLite also enables you to customize the default message, That will replace the embedded kind and prevents users .
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 here, but it makes Sense to test, nevertheless.
So that’s an overview of this Embedded form but like I said before, you can even create popup forms in MailerLite.
While the Vast Majority of the installation Procedure is identical, you will find A few differences I’d love to point out.
Unlike embedded kinds, you can choose between a set of Templates:
While this isn’t the most Comprehensive selection, they do provide a good foundation to work from and the editor is just as easy to use with this form kind.
Clicking on the’E-commerce’ template takes me to a preview Before moving into the editor.
Here, you’ll notice there are some new choices under form types Now around:
Considering paid tools like Thrive Leads exist for both ribbons and slide-in forms, it’s pretty impressive to see this amount of control over popup types.
And, as before, you can perform the styling options to get it Matched with your own branding.
Last, you can choose the near Behaviour of your form under the’Settings’ tab.
The default option is the X icon, but you can swap out this for A”No thanks” text choice, or have .
This is really where most email Marketing platforms would leave you, but MailerLite has one more trick up its sleeve.
Reporting & Analytics
Like many tools, you’ll find a summary of your effort Statistics in the main dashboard.
Here you’ll see everything from effort open and click data, Subscriber growth, automation stats, and form signups.
Clicking into any effort will Give you special reporting for that effort.
This is where you’ll discover some statistics such as Unsubscribes, spam complaints, bounces, studying environment, email client and much more.
This should be plenty of Information for the ordinary consumer…
…but in Case You really want To dig into the numbers, you can click into different areas of this report for a more comprehensive breakdown.
You can find some real gems beneath These reports.
By Way of Example, the’View Email’ tab also shows a click map, so You can see your readers interacted to another.
Reports for automations are also Available under the’Automations’ tab, though I found these to be less enlightening than campaign reports.
Here’s a quick example:
Overall, MailerLite does a Stellar job with their reporting port, and most will find the available data more than enough to meet their demands.
What is email marketing without a dashboard of automation?
For many reading this, MailerLite’s automation capabilities Could simply make or break this review.
The good news? If you’ve used a visual workflow builder, You’ll immediately feel at home here…
Much like the rest of MailerLite, The automations interface is easy, clean and simple to navigate — something which certainly can not be said for every email advertising program.
After establishing your trigger, you can begin adding steps to your workflow.
These measures could be anything from sending an email, adding a Postpone, a conditional split, or an act, like moving a subscriber or upgrading their records.
Here’s a simple workflow I set together, where subscribers Are unsubscribed when they do not open my email within seven days.
There are innumerable Possibilities in regards to workflow automations like 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 since it lacks some of the conditional components. (Split, Go To, Goal, etc.. )
For Instance, there’s currently no automation for transferring Readers directly into a different automation.
That being said, the Majority of these activities can Nevertheless Be achieved by moving Subscribers into various classes that activate new automation workflows. It is simply not as effective…. yet.
Another matter of efficacy here is when creating new emails From the automation workflow builder.
After having an email cube to The workflow, you’ll be asked to add your topic line which then appears on the block itself.
From there, clicking on the’Design email’ button will fire up the Writer:
Now, you’ll be briefly Redirected to the typical campaign creation wizard, which I covered previously in the critique.
This time, but once you’ve established your email, clicking the ‘Done editing’ button will guide you straight back to the automations workflow rather than the usual sending alternatives.
Finally, your email will be Loaded into your automation.
A Wonderful touch here is having a thumbnail preview of your Email within your automation block, which means you can find an concept of what it contains at a glimpse.
While this procedure may seem like A grind on newspaper, it’s actually much quicker than what I am used to with other email advertising tools — ActiveCampaign being a fantastic example.
On the other hand, if you have come over from something like ConvertKit where The editor is loaded within the automations builder, you will likely find this a downgrade in functionality.
It is fast enough for me, Personally, but I guess it is all relative.
Before I wrap up this segment, there is 1 type of automation You will not find in MailerLite, and I think it’s important to highlight.
The ability to activate an automation (or step) based on the way Subscribers interact with all the pages on your site.
This kind of behavioral targeting just isn’t accessible MailerLite right now, so if it’s something you use or plan to utilize, you might want to skip this one. Email Marketing Strategy For Ecommerce
The cost of MailerLite is no doubt among those tools largest Selling things, and let’s face it, we all love a good bargain.
For starters, they offer an infinite free plan that includes All features (including premium) to get up to 1,000 subscribers.
While There’s some subtle Branding in your emails using this plan, it’s still an wonderful option for those starting out.
And what about the premium programs?
It turns out, at approximately half of the Cost of this rivalry generally, MailerLite is by far one of the least expensive options on the industry. Plus, if you are ready to pay annually, you can also get a much better discount.
In fact, I haven’t been able to find anything that does exactly the Exact Same job, cheaper.
MailerLite is one of the few marketing tools to disrupt The (very crowded) sector in the last couple of decades, which is no simple feat.
While it’s not as fast as ConvertKit, or as feature-rich As ActiveCampaign, or as template-heavy as MailChimp, it performs exceptionally well at virtually anything you can throw at it.
I find MailerLite strikes the perfect balance Between flexibility, speed and simplicity, 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. Email Marketing Strategy For Ecommerce