Intro Email Marketing Theory
If I asked you to name an email Marketing tool, what could you say? Email Marketing Theory
MailChimp? Aweber? ActiveCampaign?
Like many online businesses now, email marketing has been Dominated by the same big players for the previous decade. Which means they get encouraged very deeply and achieve a lot of mindshare.
Now and then, however, an Underdog disrupts the market, inducing 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 see whether it really stands its 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 advanced 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 employing visual workflows
– Offers Both digestible and comprehensive 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 website monitoring Email Marketing Theory
Like most email marketing 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 finish your profile.
This includes information such as your company name, website, Business, address, business size, record size and even the type of material you plan to send.
Then, you need to confirm your Website (or domain name).
This is still part of the acceptance process, and MailerLite will Simply inquire which email is associated to that domain in order that they can email you a verification link.
As Soon as You’ve completed those Steps, you ought to wait it out.
The MailerLite team will review your application, check your Site, and determine whether you’re a fantastic match for their services.
(Quite simply, they’re making sure you’re not a spammer/scammer)
As revealed above, you’ll still be Able to utilize the software to create campaigns and perform with the attributes, but you won’t be able 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 measures are not perfect for getting started, it Does help prevent unscrupulous users from damaging everyone else’s deliverability.
If you are anything like me, you’ll rely on automations to Deal with Nearly all your email advertising.
(We’ll get to automations soon, do not worry.)
But whether it is a new blog article, podcast, or timely Announcement, there’s always some excuse to send a more immediate email.
That’s where’Campaigns’ come in.
Clicking the new’Create Campaign’ will provide you several choices.
– Regular effort: A traditional broadcast email.
– A/B split effort: Multiple email Versions, such as subject line, from title and, yes, even email content. (Woop!)
– Auto resend: Resend to readers who Don’t open your broadcast email, together with the choice of changing the subject line and email articles.
– RSS campaign: Create a recurring campaign That sends new content to subscribers using your site’s RSS feed.
Apart from a few additional choices, most of these will follow Exactly the same step-by-step process of a normal campaign.
So let’s walk you through it.
As Soon as You click on to create your effort, you’ll be asked to Pick 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 — which will move you into the dragn’ drop editor .
At the time of writing, you’ll find 21 email templates to choose From which is somewhat on the low side, but the layouts are super contemporary.
And, of course, if you would just Prefer to reuse a previous email, you can click the’Recent Emails’ tab.
For this instance, I will choose the first template from the library.
The editor is easy to use, Which makes customizing these templates a 5-minute job.
You can also use the blocks in the sidebar to include different Kinds of articles to your email, including videos, product columns, and societal connections.
After making your changes, simply click’Done Editing’ and you’ll Be carried to the recipients’ choices where you can select your classes or segments.
The advanced tab also allows you To build segment-like rules on-the-fly, in case your targeting is not quite perfect.
Finally, before sending, then you’ll get into the’Schedule’ screen.
This is where you control if your broadcast email should go Out, whether that’s immediately, at a set time/date, or in accordance with your subscribers time zones.
Impressive, right? Email Marketing Theory
Managing Your Subscribers
Possessing granular control over your subscribers is arguably among The most essential aspects of any email advertising software now.
Because highly personalized efforts are necessary if You’re searching to increase opens, clicks, and, most importantly, your own conversions.
And while many providers allow you to”label” readers in order To target them effectively, MailerLite utilizes a slightly different approach.
When you start up your subscriber dashboard, you’ll notice two Choices; Segments and Groups.
Segments are essentially principles.
Your readers belong to a section only when they fulfill the Specified rules, and will be automatically inserted or eliminated accordingly.
Here is what establishing a rule looks like:
Notice how you can also combine Rules, as well as another rule when the first doesn’t exist.
Pretty smart, eh?
The following tab is for groups, and also the difference in name, These behave much like your usual”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 principle — that we’ll get into in a minute — and they have no value besides what you call them.
As you Begin to use this stage, you’ll begin to understand Where Segments and Groups are generally used, however, MailerLite delivers a hand in the event you’re unsure:
Fundamentally, groups are much more of a Deliberate activity on a per-subscriber foundation, whereas Segments permit you to lump multiple contributors collectively according to a frequent denominator.
Somewhat confusing, I will admit… but I believe it is a fair trade-off For the additional flexibility. Besides, they’re discretionary.
Last, the’Fields’ tab is used to customize your email copy.
You’ll notice that MailerLite has Already populated this area with their particular areas, such as name, business, and country.
If You Would like 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 file of your readers together with Your custom field data in distinct columns… or may simply add these fields to a types which will only apply to future subscribers.
Here’s a screenshot of a test field I made and added into a form:
I will not go too much into the shape Things here because I have a whole section on that below, but this is the strategy I’d recommend if you wished to use this attribute.
Again, once you’ve gathered your custom field information from fresh Subscribers, 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 am barely scraping the surface Of what is possible with custom fields, but it is important to know that this is a feature you can use.
Overall, it’s reasonable to say MailerLite has their subscriber Direction and personalization features on stage. Email Marketing Theory
If you are not impressed with what you have seen up to Now, then perhaps The webpage builder will tickle your fancy.
After choosing’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 will offer a great foundation to work from if, like the majority people, you do not have that pure eye for layout.
I went ahead and selected the’Lead Generation’ template, though They all ultimately do the same task; accumulate an email address.
This time, the editor will Provide you 17 building blocks to Further build or alter your landing page.
Now, I’ve used my fair share of Visual site 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.
It will not be replacing landing Page builders like 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 offers a Decent set of type building tools.
Also, but you can also create popups and landing pages Through this same interface, so there is a whole lot to cover here.
Let us begin with your Bog-standard embedded type.
These forms are created inside MailerLite in order to get An embed code, which you can then place on your website to show it on particular pages.
Despite starting off super fundamental, the form designer lets you To personalize everything in the kind style, subjects, background, title, enter fields and, of course, the button.
Form text can also be edited directly, which Provides you a chance To visualize your copy in real-time.
It would’ve been nice to have Some templates, but as you know, there is more to some form than just its physical appearance.
Clicking on the’Settings’ tab will allow you to configure how the Form functions, such as adding extra fields and establishing a custom success page.
(There is even a GDPR compliance option. Sweet.)
And talking of the success page…
…MailerLite also lets you customize the default message, Which will replace the embedded form and prevents users .
Last but certainly not least, you Can assess how your form displays on mobile by switching 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’s an Summary of this Embedded form but like I said before, you can even create popup forms in MailerLite.
While the Vast Majority of the setup Procedure is identical, you will find Still 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 In depth choice, they do offer a fantastic base to work from and the editor is at least as simple to use for this form kind.
Clicking on the’E-commerce’ template requires me into a preview Before moving into the editor.
Here, you’ll notice there are a few new options under form types Now around:
Contemplating paid programs like Thrive Leads exist for ribbons and slide-in forms, it’s pretty impressive to observe this level of control over popup types.
And, like before, you can play the styling options to get it Matched with your branding.
Last, you can choose the close Behavior of your type under the’Settings’ tab.
The default option is the X icon, but you can swap this out for A”No thanks” text choice, or have both.
This 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 campaign Data in the 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 that campaign.
This is where you’ll discover some more advanced statistics such as Unsubscribes, spam complaints, bounces, studying environment, email client and much more.
This should be plenty of Information for the ordinary user…
…but in Case You really want To dig into the numbers, you can click into different areas of the report for a more detailed breakdown.
You can find some real gems beneath These reports.
By Way of Example, the’View Mail’ tab also displays a click map, so It’s possible to see your readers interacted to one another.
Reports for automations are also Accessible under the’Automations’ tab, although I found these 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 enough to meet their demands.
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 great news? If you’ve ever used a visual workflow builder, You will instantly feel at home here…
Much like the rest of MailerLite, That the automations interface is easy, clean and easy to navigate — something that certainly can not be said for every email marketing software.
After setting your trigger, you can begin adding steps to your workflow.
These measures can be anything from sending an email, adding a Postpone, a conditional split, or an action, such as transferring a contributor or updating their records.
Here’s a simple workflow I put together, where readers Are unsubscribed when they do not open my email within 7 days.
There are innumerable Possibilities when it comes to workflow automations similar to this, and MailerLite should have no trouble with the vast majority of use cases.
Granted, it is not quite as Feature-rich as something like ActiveCampaign since it lacks a number of the conditional components. (Split, Go To, Goal, etc.. )
For example, there’s now no automation for transferring Subscribers directly into a different automation.
That being said, most of these actions can Nevertheless Be achieved by moving Subscribers into different groups that trigger new automation workflows. It is simply not as effective…. yet.
Another matter of efficiency here is when creating new emails In the automation workflow builder.
After having an email cube to The workflow, you will be asked to put in your topic line that appears on the block itself.
From there, clicking on the’Design email’ button will fire up the Editor:
Now, you’ll be temporarily Redirected to the standard campaign creation wizard, which I covered earlier in the review.
This time, however, once you’ve established your email, clicking the ‘Done editing’ button will guide 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 using a thumbnail preview of your Email inside your automation cube, so it’s possible to find an concept of what it contains at a glimpse.
While this process may seem like A grind on newspaper, it is really much quicker than what I’m used to with other email marketing tools — ActiveCampaign being a great example.
On the other hand, if you’ve come over from something like ConvertKit where The editor is loaded within the automations builder, so you will probably find this a downgrade in functionality.
It is fast enough for me, Personally, however I guess it’s all relative.
Before I wrap up this section, there is 1 type of automation You won’t find in MailerLite, and I think it’s important to highlight.
The ability to trigger an automation (or measure ) based on the way Readers interact with the pages on your website.
This kind of behavioral targeting just isn’t accessible MailerLite at this time, so if it’s something you use or plan to use, you may want to skip this one. Email Marketing Theory
The Price of MailerLite is undoubtedly among the tools biggest Selling things, and let’s face it, we all love a good bargain.
For starters, they offer an unlimited free plan that includes All features (including premium) for up to 1,000 subscribers.
While there is some subtle Branding in your emails using this plan, it is still an wonderful alternative for anyone starting out.
And what about the top plans?
It ends up, at around half the Price of this competition on average, MailerLite is by far one of the least expensive options on the industry. Plus, if you’re willing to pay yearly, you can also get a much better discount.
In Reality, I haven’t been able to find anything that does exactly the Exact Same job, cheaper.
MailerLite is one of the few email advertising tools to interrupt The (very crowded) industry in recent years, and that’s 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.
I find MailerLite strikes the perfect balance Between flexibility, speed and simplicity, and all at a price point you will seriously struggle to conquer.
Thinking of giving it a twist? Let us know how it works for you In the comments. Email Marketing Theory