Intro Direct Email Marketing Best Practices
When I asked you to name an email Marketing instrument, what would you say? Direct Email Marketing Best Practices
MailChimp? Aweber? ActiveCampaign?
Like many online businesses now, 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 great deal of mindshare.
Now and then, however, an Underdog disrupts the marketplace, inducing long-time users to question their loyalties.
MailerLite has done exactly that.
So today, in this short article, I’ll be ripping MailerLite from limb To limb to find out whether it stands its own 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 types (auto-resend, A/B, etc.)
– Easy to Utilize email builder/template editor
– Practical Email components 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 options
– Strict Approval process
– Few email Templates accessible
– Very few Form templates accessible
– Can’t Create emails without leaving the visual workflow builder
– No Support for website tracking Direct Email Marketing Best Practices
Like most email advertising providers Nowadays, You’ll Need to Go through a review process before being able to correctly use the program.
When you first register, you’ll be asked to complete your profile.
This includes information such as your company name, site, Industry, address, business size, record size and also the kind of material you plan to send.
Then, you need to confirm your Website (or domain name).
This is still part of this approval process, and MailerLite will Simply inquire which email is associated to this domain in order that they can email you a verification link.
As Soon as You’ve completed those Measures, you ought to wait it out.
The MailerLite team will review your application, assess your Website, and determine whether you’re a fantastic match for their service.
(In other words, they’re making sure you’re not a spammer/scammer)
As revealed above, you’ll nevertheless be Able to use the software to create campaigns and perform with the features, but you will not be able 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 steps aren’t perfect for getting started, it Does help stop malicious users from damaging everyone else’s deliverability.
If you’re anything like me, you’ll rely on automations to handle The majority of your email marketing.
(We will get to automations shortly, don’t worry.)
But if it is a brand new blog article, podcast, or timely Announcement, there’s always some excuse to send a more immediate email.
That is where’Campaigns’ come in.
Clicking the brand new’Produce Campaign’ will give you several options.
– Regular effort: A Conventional broadcast email.
– A/B split effort: Multiple email Versions, such as subject line, from title and, yes, even content. (Woop!)
– Auto resend: Resend to subscribers who Do not start your broadcast email, together with the choice of altering the subject line and email content.
– RSS campaign: Produce a recurring campaign That sends new content to readers using your site’s RSS feed.
Aside 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 campaign, 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 select 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, however, the layouts are super modern.
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 work with, Which makes viewing these templates a 5-minute job.
You can also utilize the blocks in the sidebar to include distinct Types of articles to your email, including videos, merchandise columns, and social links.
After making your changes, just click’Done Editing’ and you will Be carried to the recipients’ options where you can choose your classes or segments.
The advanced tab also allows you To build segment-like rules on-the-fly, in the event your targeting is not quite right.
Finally, before sending, then you’ll get into the’Program’ 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? Direct Email Marketing Best Practices
Handling Your Clients
Having granular control over your readers is arguably among The most essential aspects of any email advertising program today.
Because highly personalized campaigns Are Essential if You’re looking to increase opens, clicks, and, above all, your conversions.
And while most providers Permit You to”tag” subscribers in order To target them effectively, MailerLite utilizes a slightly different strategy.
When you start up your subscriber dash, you’ll notice two Options; Segments and Groups.
Segments are essentially principles.
Your subscribers belong to a segment only when they fulfill the Specified rules, and are automatically added or removed so.
Here’s what setting up a rule looks like:
Notice how you can also blend Rules, in addition to an alternate rule if the first doesn’t exist.
Pretty smart, eh?
The next tab is for groups, and also the difference in name, These behave much like your normal”tagging” system.
(MailerLite even debated Changing the name to’Tags’, but ultimately decided against it)
Contrary to Segments, Groups are upgraded manually or through an Automation principle — that we’ll get into in a moment — and they don’t have any value besides what you actually call them.
As you start to use this stage, you’ll begin to understand At which Segments and Groups are generally used, however, MailerLite offers a hand in case you’re uncertain:
Fundamentally, groups are more of a Deliberate activity on a per-subscriber foundation, whereas Segments allow you to bulge multiple subscribers together based on a frequent denominator.
Somewhat confusing, I’ll admit… but I believe it’s a fair trade-off For the added 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 title, company, and nation.
If you want to create your own custom fields, you can do so by Clicking on the’Add new field’ button.
So how do they actually work?
You can either upload a CSV record of your subscribers together with Your custom field data in separate columns… or can easily add these fields to your types which will only apply to future subscribers.
Here’s a screenshot of a test field I created and added into a form:
I will not go too much to the shape Stuff here since I have an entire section on this below, but this is the strategy I’d recommend if you wanted to use this attribute.
Again, once you’ve gathered your custom field data from fresh Readers, you are able to pull them into your email content and subject line.
Just click the’Personalization’ drop down and select your Custom field.
I am barely scratching the surface Of what is possible with custom fields, but it is important that you understand this is a feature you can use.
Overall, it is fair to state MailerLite has their contributor Management and personalization features on stage. Direct Email Marketing Best Practices
If you’re not impressed with what you’ve seen so far, then perhaps The webpage builder will tickle your fancy.
After selecting’Landing Pages’ from the forms page, you will be Able to select from 8 pre-designed templates.
Again, while the template choice Is not winning any awards, but it will offer a great foundation to work from if, for example the majority people, you do not have that pure eye for layout.
I went ahead and chosen the’Lead Generation’ template, though They ultimately do the same task; collect an email address.
This time, the editor will Provide you 17 building blocks to Further build or alter your landing page.
Now, I have used my fair share of Visual page builders, and this is already better than a few dedicated solutions *Infection * WPBakery.
Along with the basic building blocks, you can use elements like Hero sections, popup buttons, reviews and countdown timers.
It won’t be replacing landing Page builders like Thrive Architect or LeadPagesanytime shortly, but credit where credit due, this thing over-delivers on all 3 form types.
Form Builder Tool
Unlike some email advertising tools, MailerLite really offers a Adequate set of form building tools.
Also, but you can also create popups and landing pages Through this same interface, so there’s a lot to cover .
Let’s begin with your Bog-standard embedded form.
These forms are created inside MailerLite in order to get An embed code, which you can then put on your website to show it on particular pages.
Despite beginning super fundamental, the form designer allows you To personalize everything in the kind style, subjects, background, name, input fields and, clearly, the button.
Form text may also be edited directly, which gives you a chance To visualize your backup in real time.
It would have been nice to have Some templates here, but as you know, there’s more to some form than simply 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 establishing a custom success page.
(There is a GDPR compliance alternative. Sweet.)
And talking of the success page…
…MailerLite also enables you to customize the default message, Which can replace the embedded kind and prevents users .
Last but surely not least, you Can check how your form screens on cellular by shifting the toggle to reactive mode.
You won’t be able to make any design changes , but it makes Sense to check, nevertheless.
So that is an overview of the Embedded form but like I said before, you may even create popup forms in MailerLite.
While the majority of the setup Procedure is identical, you will find 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 Comprehensive selection, they do provide a good foundation to work from and the editor is just as easy to use for this form type.
Clicking on the’E-commerce’ template requires me into a preview Before moving to the editor.
Here, you’ll notice there are a few new choices under form types Now around:
Contemplating paid programs like Thrive Leads exist for ribbons and slide-in forms, it is pretty impressive to see this level of control over popup types.
And, like before, you can play with the styling options to get it Matched up with your branding.
Last, you can choose the close 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 option, or have both.
That is really where most email Marketing platforms will render 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 campaign open and click info, Subscriber development, automation stats, and kind signups.
Clicking into any campaign will Give you specific coverage for this campaign.
This is where you’ll find some more advanced statistics such as Unsubscribes, spam complaints, bounces, reading environment, email client and 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 to get a more detailed breakdown.
You can find some real gems beneath These reports.
For example, the’View Email’ tab also displays a click map, so You can see precisely how your subscribers interacted with your emails in relation to another.
Reports for automations are also Accessible under the’Automations’ tab, even although 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 get the available statistics more than sufficient to fulfill their needs.
What is email advertising with no dashboard of automation?
For many reading this, MailerLite’s automation capabilities Could simply make or break this review.
The great news? If you have ever used a visual workflow builder, You’ll instantly 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’t be said for 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 Postpone, a conditional split, or an action, such as moving a subscriber or updating their records.
Here’s a straightforward workflow I put together, where readers Are unsubscribed if they don’t open my email within 7 days.
There are countless Possibilities in regards to workflow automations similar to this, and MailerLite ought to have no trouble with the vast majority of use cases.
Granted, it’s not quite as Feature-rich as something like ActiveCampaign since it lacks a number of the conditional components. (Split, Visit, Goal, etc.)
For Instance, there’s now no automation for moving Readers directly into a different automation.
That being said, the Majority of these actions can Nevertheless Be achieved by moving Subscribers into different classes that trigger new automation workflows. It’s just not as efficient…. yet.
Another question of efficiency here is when generating new mails From the automation workflow builder.
After having an email cube to The workflow, you’ll be asked to put in your topic line that appears on the block itself.
From there, clicking the’Design email’ button will automatically fire up the Writer:
Now, you’ll be briefly Redirected to the standard campaign creation wizard, which I covered previously in the critique.
This time, however, as Soon as You’ve created your email, clicking the ‘Done editing’ button will guide you back to the automations workflow instead of the usual sending alternatives.
Ultimately, your email address will probably be Loaded into your own automation.
A nice touch here is having a thumbnail preview of your Email within your automation cube, so you can get an concept of what it contains at a glance.
While this procedure may seem like A grind on newspaper, it’s really much faster 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 such as ConvertKit where The editor is loaded within the automations builder, so you will likely find that this downgrade in performance.
It is quick enough for me, Personally, however I guess it is all relative.
Before I wrap up this section, there is 1 Kind of automation You won’t find in MailerLite, also that I think it’s important to highlight.
The ability to trigger an automation (or step) based on the way Subscribers interact with the pages on your website.
This Sort of behavioral targeting only is not accessible MailerLite at this time, so if it’s something you use or intend to use, you may want to skip this one. Direct Email Marketing Best Practices
The Price of MailerLite is undoubtedly among the tools biggest Selling points, and let’s face it, most of us 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’s some subtle Branding in your emails using this program, it is still an wonderful alternative for anyone starting out.
And what about the premium plans?
It ends up, at approximately half of the Cost of this competition on average, MailerLite is undoubtedly among the least expensive options on the market. Additionally, if you are willing to pay annually, you are also able to get a much greater discount.
In Reality, I haven’t been able to locate anything that does the Exact Same job, cheaper.
MailerLite is among those very few email marketing tools to interrupt The (very crowded) sector in recent decades, and that’s 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 just about 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 conquer.
Thinking of giving it a twist? Let us know how it works for you In the comments. Direct Email Marketing Best Practices