Background How To Write An Email Marketing Strategy
When I asked you to name an email Marketing instrument, what would you say? How To Write An Email Marketing Strategy
MailChimp? Aweber? ActiveCampaign?
Like many online businesses today, email marketing has been Dominated by the same large players for the last ten years. Which means that they get promoted very heavily and accomplish a lot of mindshare.
Now and then, however, an Underdog disrupts the marketplace, causing long-time users to question their loyalties.
MailerLite has done precisely that.
So today, in this short article, I’ll be tearing MailerLite from limb To limb to see 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 principles
– 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 readable and in-depth reporting
– A Fraction of the price compared to most other options
– Strict Approval process
– Few email Templates accessible
– Very few Form templates available
– Can’t Create emails without leaving the visual workflow builder
– No Support for website tracking How To Write An Email Marketing Strategy
Like most email advertising providers these days, You’ll Need to Go through a review process before being able to correctly use the software.
When you first register, you’ll be asked to finish your profile.
This includes information such as your organization name, site, Business, address, company size, list size and also the kind of content you intend to send.
Then, You Have to verify your Site (or domain ).
This is still part of this approval process, and MailerLite will Simply inquire which email is associated to that domain in order that they could email you a verification link.
Once you’ve completed these Steps, you’ll need to wait it out.
The MailerLite staff will review your application, check your Website, and determine whether you’re a good fit for their service.
(Quite simply, they are making sure you are not a spammer/scammer)
As shown above, you’ll still be Able to utilize the software to create campaigns and perform with the features, but you will not have the ability to send anything before accepted.
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 aren’t perfect for getting started, it Does help prevent unscrupulous users from damaging everybody’s deliverability.
If you’re anything like me, you’ll rely upon automations to handle Nearly all your email marketing.
(We will get to automations soon, do not worry.)
But whether it is a brand new blog post, podcast, or timely Announcement, there’s 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 campaign: A traditional broadcast email.
– A/B split effort: 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 campaign: Produce a recurring campaign That sends new content to subscribers using your site’s RSS feed.
Aside from a few added options, most of these will follow The same step-by-step process of a normal effort.
So let’s walk you through it.
As Soon as You click on to create your campaign, you’ll be requested 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 to the dragn’ drop editor by default.
In the time of writing, you’ll find 21 email templates to select From which is a little on the low side, however, the designs 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 example, I will select 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 cubes in the sidebar to include different Types of articles to your email, including videos, merchandise columns, and societal links.
After making your adjustments, just click’Done Editing’ and you’ll Be carried to the recipients’ choices where you are able to select your classes or segments.
The tab also allows you To build segment-like rules , in the event your targeting is not quite right.
Finally, right before sending, you’ll get to the’Schedule’ screen.
This is where you control when your broadcast email should go Out, whether that is immediately, at a set time/date, or according to your subscribers time zones.
Impressive, right? How To Write An Email Marketing Strategy
Handling Your Clients
Having granular control over your subscribers is arguably one of The most essential facets of any email advertising software now.
Because highly personalized campaigns Are Essential if You’re looking to increase opens, clicks, and, most importantly, your own conversions.
And while many providers Permit You to”tag” subscribers in order To target them effectively, MailerLite utilizes a slightly different strategy.
When you open up your subscriber dashboard, you’ll see two Options; Segments and Groups.
Segments are basically principles.
Your subscribers belong to a segment only when they fulfill the Specified rules, and will be automatically inserted or eliminated so.
Here’s what establishing a rule looks like:
Notice how you can even blend Rules, in addition to an alternate rule when 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 name to’Tags’, but ultimately decided against it)
Unlike Segments, Groups are upgraded manually or through an Automation principle — that we’ll get to in a minute — and they don’t have any value aside from what you call them.
As you Begin to use this stage, you’ll Start to understand At which Segments and Groups are generally used, but MailerLite delivers a hand in case you’re unsure:
Basically, groups are more of a Deliberate activity on a per-subscriber basis, whereas Segments permit you to bulge multiple contributors together based on a common denominator.
Somewhat confusing, I’ll admit… but I feel it’s a fair trade-off For the additional flexibility. In any case, they’re discretionary.
Last, the’Fields’ tab is used to customize your email copy.
You’ll notice that MailerLite has Already populated this region with their particular areas, such as title, business, 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 actually work?
You can either upload a CSV record of your readers together with Your custom field data in distinct columns… or can easily add these fields to your forms which will only apply to future subscribers.
Here’s a screenshot of a test field I made and added to a form:
I will not go too much into the shape Stuff here since I have an entire section on this below, but this is the strategy I would recommend if you wanted to use this attribute.
Again, once you’ve collected your custom field data from fresh Readers, you can pull them into your email content and subject line.
Just click on the’Personalization’ drop down and choose your Customized field.
I am barely scraping the surface Of what’s possible with custom fields, but it’s important that you know this is a feature you can use.
Overall, it’s reasonable to say MailerLite has their subscriber Management and personalization features on point. How To Write An Email Marketing Strategy
If you are not impressed with what you have seen up to Now, then perhaps The page builder will tickle your fancy.
After choosing’Landing Pages’ from the forms page, then you’ll be Able to select from 8 pre-designed templates.
Again, while the template selection Isn’t winning any awards, but it does offer a fantastic foundation to work from if, for example the majority of us, you do not have that pure eye for layout.
I went ahead and chosen the’Lead Generation’ template, however They finally do the same job; collect an email address.
This time, the editor will Provide you 17 building blocks to Further construct or change your landing page.
Now, I have used my fair share of Visual page builders, and this is better than a few dedicated alternatives *cough* WPBakery.
Along with the fundamental building blocks, you can use elements like Hero sections, popup buttons, reviews and countdown timers.
No, it will not be replacing landing Page builders like Thrive Architect or even LeadPagesanytime shortly, but credit where credit due, this thing over-delivers on all 3 kind types.
Form Builder Tool
Unlike some email marketing tools, MailerLite actually offers a Adequate pair 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 here.
Let’s start with your Bog-standard embedded type.
These forms are created inside MailerLite so as to get An embed code, which you can then put on your site to display it on specific pages.
Despite starting off super basic, the form designer allows you To customize everything from the form style, fields, background, title, input fields and, clearly, the button.
Form text may also be edited directly, which gives you a Opportunity To envision your own copy in real time.
It would’ve been nice to have Some templates, but as you know, there’s more to some form than just its appearance.
Clicking the’Settings’ tab will Make It Possible for you to configure how the Form works, such as adding extra fields and setting a custom success page.
(There is even a GDPR compliance alternative. Sweet.)
And speaking of the success webpage…
…MailerLite also enables you to customize the default message, That can replace the embedded form also prevents users .
Last but certainly not least, you Can assess the way your form displays on cellular by shifting the toggle to responsive mode.
You won’t be able 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 may even create popup forms in MailerLite.
While the majority of this setup 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 provide a fantastic base to work from and the editor is just as easy to use for this form type.
Clicking the’E-commerce’ template takes me into a preview Before moving to the editor.
Here, you’ll notice there are some new options under form types Now around:
Considering paid programs such as Thrive Leads exist for both ribbons and slide-in forms, it’s pretty impressive to observe this amount 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 choose 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 choice, or have both.
This is really where most email Marketing platforms will render you, but MailerLite has yet another trick up its sleeve.
Reporting & Analytics
Like many tools, you’ll find a summary of your campaign Data in the dashboard.
Here you’ll see everything from campaign open and click info, Subscriber growth, automation analytics, and kind signups.
Clicking into any effort will Give you special coverage for this campaign.
This is where you’ll discover a few statistics such as Unsubscribes, spam complaints, bounces, reading surroundings, email client and more.
This should be plenty of Information for the ordinary user…
…but if you really want To dig into the numbers, it is possible to click into individual areas of this report to get a more comprehensive breakdown.
You can find some real gems beneath These reports.
For example, the’View Email’ tab also shows a click map, so It’s possible to see exactly how your subscribers interacted to another.
Reports for automations are Available under the’Automations’ tab, even although I found to be less enlightening than campaign reports.
Here’s a quick example:
Total, MailerLite does a Stellar job with their reporting interface, and many will find the available statistics more than enough to meet their demands.
What’s email advertising with no dash of automation?
For most 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 which certainly can not be said for every email marketing software.
After setting your trigger, you can Start adding steps to your workflow.
These steps could be anything from sending an email, adding a Postpone, a conditional split, or an action, like transferring a subscriber or upgrading their records.
Here’s a straightforward workflow I put together, where subscribers Are unsubscribed when they do not open my email within 7 days.
There are innumerable Possibilities when it comes to workflow automations like this, and MailerLite ought to 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 a number of the conditional elements. (Split, Go To, Goal, etc.. )
For Instance, there’s currently no automation for moving Subscribers directly into a different automation.
That being said, the Majority of these activities can still be achieved by moving Subscribers into different groups that activate new automation workflows. It is simply much less efficient…. yet.
Another question of efficacy here is when generating new emails In the automation workflow builder.
After adding an email block to The workflow, you will be asked to add your topic line that appears on the block itself.
From there, clicking on the’Design email’ button will automatically fire up the Editor:
Now, you’ll be briefly Redirected to the typical campaign creation wizard, which I covered previously in the critique.
This time, however, as Soon as You’ve established your email, clicking on the ‘Done editing’ button will guide you straight back into the automations workflow rather than the usual sending options.
Finally, your email will probably 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 idea of what it contains at a glimpse.
While this procedure may seem like A grind on newspaper, it is really much faster than what I’m 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 within the automations builder, so you’ll probably 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 section, there is 1 Kind of automation You will not find in MailerLite, also 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 kind of behavioral targeting just is not accessible MailerLite at this time, so if it’s something you use or plan to use, you might want to skip this one. How To Write An Email Marketing Strategy
The Price of MailerLite is no doubt one of those tools biggest Selling points, and let us face it, we all 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 is some subtle Branding on your mails using this plan, it is still an amazing option for those starting out.
And what about the premium programs?
It turns out, at around half of the Cost of the rivalry on average, MailerLite is undoubtedly one of the least expensive options available on the market. Additionally, if you’re ready to pay yearly, you can also get a much better discount.
In Reality, I have not been able to locate anything that does the Exact Same job, cheaper.
MailerLite is one of those email advertising tools The (very crowded) industry 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 works exceptionally well at virtually anything you can throw at it.
All in all, I find MailerLite strikes the best balance Between flexibility, simplicity and speed, and all at a price point you’ll seriously struggle to beat.
Thinking of giving it a twist? Let us know how it works for you In the comments. How To Write An Email Marketing Strategy