Intro Optimizing Email Marketing For Conversions
If I asked you to name an email Marketing tool, what would you say? Optimizing Email Marketing For Conversions
MailChimp? Aweber? ActiveCampaign?
Like many online businesses today, email marketing has been Dominated by the same big players for the previous decade. Which means that they get encouraged very deeply and accomplish a lot of mindshare.
Now and then, however, an Underdog disrupts the market, inducing long-time users to question their loyalties.
MailerLite has done precisely that.
So today, in this short article, I will be tearing MailerLite from limb To limb to see if 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 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 such as 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 solutions
– Strict Approval process
– Few email Templates available
– Very few Form templates available
– Can’t Create emails without leaving the visual workflow builder
– No Support for site tracking Optimizing Email Marketing For Conversions
Like most email marketing providers these days, you will 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 like your company name, site, Business, address, company size, list size and even the type of material you plan 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 related to that domain so they can email you a confirmation link.
Once you’ve completed these Measures, you ought to wait it out.
The MailerLite staff will review your application, assess your Website, and ascertain whether you’re a fantastic match for their service.
(Quite simply, they are making sure you’re not a spammer/scammer)
As revealed above, you’ll nevertheless be Able to utilize the software to create campaigns and perform with the attributes, but you won’t be able to send anything until approved.
I was”partially” approved within a few hours, which gave me a Temporary limitation of 500 subscribers.
Here’s what the email said:
However, while these steps are not ideal for getting started, it Does help stop unscrupulous users from hurting everybody’s deliverability.
If you are anything like me, you’ll rely upon automations to handle The majority of your email advertising.
(We will get to automations shortly, don’t worry.)
But whether it’s a new blog post, podcast, or timely Announcement, there is always some excuse to send a more instant email.
That is where’Campaigns’ come in.
Clicking the new’Create Campaign’ will provide you several choices.
– Regular effort: A Conventional broadcast email.
– A/B split campaign: Multiple email Variations, 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 choice of changing the subject line and email content.
– RSS campaign: Produce a recurring campaign That sends new content to subscribers using your site’s RSS feed.
Apart from a few additional options, 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 to create your effort, you’ll be asked to Pick a favorite editor, whether that be the dragn’ drop, rich text or HTML.
Otherwise, 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 select From which is a little on the low side, but the designs are super contemporary.
And, of course, if you’d just Prefer 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 use, Which makes customizing these templates a 5-minute job.
You can also use the cubes in the sidebar to include distinct Types of articles to your email, such as videos, merchandise columns, and social connections.
After making your changes, simply click’Done Editing’ and you’ll Be carried to the recipients’ options where you are able to choose your groups or segments.
The tab also allows you To build segment-like rules , in case your targeting isn’t 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 is immediately, at a set time/date, or in accordance with your subscribers time zones.
Impressive, right? Optimizing Email Marketing For Conversions
Handling Your Clients
Possessing granular control over your subscribers is arguably among The most important aspects of any email marketing program today.
Because highly personalized efforts Are Essential if You are searching to increase clicks, opens, and, most importantly, your conversions.
And while most providers Permit You to”tag” readers in order To target them more effectively, MailerLite utilizes a slightly different approach.
When you start up your subscriber dashboard, you’ll see two Options; Segments and Groups.
Segments are essentially principles.
Your readers belong to a section only when they meet the Specified rules, and will be automatically added or eliminated so.
Here’s what establishing a rule looks like:
Notice the way you can also blend Rules, as well as another rule if the first does not exist.
Pretty smart, eh?
The next tab is for classes, 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)
Unlike Segments, Groups are updated manually or through an Automation principle — that we will get into in a moment — and they have no value besides what you actually call them.
As you Begin to use this stage, you’ll Start to understand At which Segments and Groups are typically used, but MailerLite offers a hand in the event you’re unsure:
Fundamentally, groups are much more of a Deliberate action on a per-subscriber foundation, whereas Segments allow you to bulge multiple subscribers collectively based on a frequent denominator.
A tad confusing, I will admit… but I believe it is a fair trade-off For the additional flexibility. Besides, they’re optional.
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, business, and country.
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 really work?
You can either upload a CSV record of your subscribers together with Your custom field information in separate columns… or can 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 won’t go too much to the shape Things here since I have a whole section on that below, but this is the approach I would recommend if you wished to use this feature.
Again, once you’ve collected your custom field information from fresh Readers, you are able to pull them in to your email content and subject line.
Just click the’Personalization’ drop down and select your Custom field.
I’m barely scraping the surface Of what is possible with custom fields, but it is important to understand that this is a feature you can use.
Overall, it is reasonable to state MailerLite has their subscriber Direction and personalization features on stage. Optimizing Email Marketing For Conversions
If you’re not impressed by what you’ve seen up to Now, then perhaps The page builder will tickle your fancy.
After selecting’Landing Pages’ in the forms page, then you’ll be Able to pick from 8 pre-designed templates.
Again, while the template selection Isn’t winning any awards, but it does offer a fantastic base to work from if, like the majority of us, you do not have that natural eye for layout.
I went ahead and selected the’Lead Generation’ template, though They all finally do the identical task; accumulate an email address.
This time, the editor will Provide you 17 building blocks to Further build or change your landing page.
Now, I have used my fair share of Visual site builders, and it is already better than a few dedicated solutions *Infection * WPBakery.
Along with the fundamental building blocks, you can use elements like Hero segments, popup buttons, reviews and countdown timers.
It will not be replacing landing Page builders such as Thrive Architect or LeadPagesanytime soon, but credit where credit due, this item over-delivers on all three form types.
Form Builder Tool
Unlike some email marketing 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 is a lot to cover .
Let’s start 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 site to show it on specific pages.
Despite starting off super fundamental, the form designer allows you To customize everything from the form style, fields, background, title, enter fields and, of course, the button.
Form text can also be edited directly, which gives you a chance To visualize your copy in real time.
It would have 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 Make It Possible for you to configure the way the Form works, including adding additional fields and setting 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, That can replace the embedded kind and prevents users .
Last but surely not least, you Can check 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 test, nevertheless.
So that’s an overview of this Embedded form but like I said before, you may even create popup forms in MailerLite.
While the majority of the 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 Comprehensive selection, they do provide a good base to work from and the editor is just as easy to use with this form kind.
Clicking the’E-commerce’ template takes me into a preview Before moving into the editor.
Here, you’ll notice there are a few new options under form types Now around:
Considering 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 up with your branding.
Last, you can Select the near Behaviour 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 option, or have .
That is really where most email Marketing platforms would render you, but MailerLite has yet another trick up its sleeve.
Reporting & Analytics
Like many tools, you’ll find a summary of your effort Statistics in the dashboard.
Here you’ll see everything from campaign open and click data, Subscriber development, automation analytics, and kind signups.
Clicking into any campaign will Give you specific reporting for that campaign.
This is where you’ll find a few statistics such as Unsubscribes, spam complaints, bounces, reading surroundings, 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, it is possible to click into individual areas of the report to get a more comprehensive breakdown.
You can find some real gems under These reports.
For example, the’View Email’ tab also shows a click map, so It’s possible to see exactly how your readers interacted to another.
Reports for automations will also be Available under the’Automations’ tab, though I found these to be less insightful than effort reports.
Here’s a Fast example:
Overall, MailerLite does a Stellar job with their reporting port, and many will find the available data more than sufficient to meet their needs.
What is email advertising without a dashboard of automation?
For many reading this, MailerLite’s automation capabilities Could simply make or break this particular review.
The great news? If you have used a visual workflow builder, You’ll 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 each and every email advertising program.
After setting your trigger, you can Start adding measures to your workflow.
These steps could be anything from sending an email, including a Delay, a conditional split, or an act, like moving a contributor or updating their records.
Here’s a straightforward workflow I set together, where readers Are unsubscribed when they don’t open my email within seven days.
There are innumerable Possibilities when it comes to workflow automations similar to this, and MailerLite should not have any trouble with the huge majority of use cases.
Granted, it is not quite as Feature-rich as something like ActiveCampaign because it lacks some of the conditional elements. (Split, Go To, Goal, etc.. )
For Instance, there’s now no automation for moving Readers directly into a different automation.
That being said, most of these actions can still be achieved by moving Subscribers into various classes that activate new automation workflows. It is simply not as efficient…. yet.
Another question of efficiency here is when creating new emails In the automation workflow builder.
After adding an email block to The workflow, you’ll be asked to add your subject line that 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 earlier in the critique.
This time, however, once you’ve established your email, clicking on the ‘Done editing’ button will guide you straight back into the automations workflow instead of the usual sending alternatives.
Ultimately, your email will be Loaded into your automation.
A Wonderful touch here is having a thumbnail preview of your Email within your automation block, so you can get an concept of what it contains at a glance.
While this process may seem like A grind on newspaper, it is really much quicker than what I’m utilized to with other email marketing 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’ll probably find this a downgrade in performance.
It is quick enough for me, Personally, however I guess it is all relative.
Before I wrap up this segment, there’s one Kind 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 how Readers interact with the pages on your website.
This Sort of behavioral targeting just isn’t available in MailerLite right now, so if it’s something you use or intend to use, you might want to skip this one. Optimizing Email Marketing For Conversions
The Price of MailerLite is undoubtedly among those tools largest Selling points, and let us face it, we all love a fantastic bargain.
For starters, they offer an infinite free plan that includes All attributes (including premium) to get as many as 1,000 subscribers.
While there is some subtle Branding in your mails using this plan, it is still an amazing alternative for anyone starting out.
And what about the top plans?
It turns out, at around half the Price of this rivalry on average, MailerLite is by far among the least expensive options available on the market. Additionally, if you’re willing to pay annually, 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 the very few email marketing 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, speed and simplicity, and all at a price point you’ll seriously struggle to conquer.
Thinking of giving it a twist? Let us know how it works for you From the comments. Optimizing Email Marketing For Conversions