Background Effective B2B Email Marketing
If I asked you to name an email Marketing instrument, what could you say? Effective B2B Email Marketing
MailChimp? Aweber? ActiveCampaign?
Like most online industries today, email marketing has been Dominated by the identical big players for the last ten years. Which means they get promoted very heavily and accomplish a great deal of mindshare.
Now and then, however, an Underdog disrupts the marketplace, inducing long-time customers to question their loyalties.
MailerLite has done exactly that.
So today, in this review, I will be tearing MailerLite from limb To limb to see if it really stands its own ground against the big boys…
…and, what’s more, whether youshould consider making the switch.
– Uses tag-based system (called Groups)
– Powerful Segmentation using principles
– Custom Fields for advanced email personalization
– Advanced Campaign types (auto-resend, A/B, etc.)
– Simple 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 comprehensive reporting
– A Fraction of the cost compared to most other options
– Strict Approval process
– Few email Templates available
– Very few Form templates accessible
– Can’t Create mails without leaving the visual workflow builder
– No Support for site monitoring Effective B2B Email Marketing
Like most email marketing providers Nowadays, 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 like your company name, site, Business, address, business size, list size and even the type of content you intend to send.
Then, You Have to confirm your Site (or domain name).
This remains part of this approval process, and MailerLite will Simply ask which email is associated to that domain so they can email you a verification link.
Once you’ve completed those Steps, you’ll need to wait it out.
The MailerLite team will review your application, assess your Site, and ascertain whether you’re a good match for their service.
(Quite simply, they’re making sure you are not a spammer/scammer)
As revealed above, you’ll still be Able to utilize the software to create campaigns and perform with the features, but you won’t have the ability to send anything until accepted.
I had been”partially” approved within a few hours, which gave me a Temporary limitation of 500 subscribers.
Here’s what the email said:
But while these steps are not ideal for getting started, it Does help prevent malicious users from hurting everybody’s deliverability.
If you are anything like me, you’ll rely on automations to Deal with 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 some excuse to send a more instant email.
That’s where’Campaigns’ come in.
Clicking the brand new’Produce Campaign’ will provide you several options.
– Regular campaign: A Conventional broadcast email.
– A/B split campaign: Multiple email Variations, including subject line, from name and, yes, even email content. (Woop!)
– Auto resend: Resend to subscribers who Don’t open your broadcast email, together with the choice of altering the subject line and email content.
– RSS campaign: Create a recurring campaign That sends new content to subscribers using your website’s RSS feed.
Apart from a few added options, the Majority of these will follow The exact same step-by-step process of a normal effort.
So let’s walk you through it.
As Soon as You click to create your effort, you’ll be requested 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 among their pre-designed email templates — that will move you to 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 Like to reuse a previous email, you can click the’Recent Emails’ tab.
For this example, I’ll choose the first template in the library.
The editor is easy to work with, Making viewing these templates a 5-minute job.
You can also utilize the cubes in the sidebar to add different Kinds of articles to your email, such as videos, merchandise columns, and social links.
After making your changes, simply click’Done Editing’ and you’ll Be carried to the recipients’ options where you are able to select your groups or sections.
The advanced tab also allows you To develop segment-like rules , in case your targeting isn’t quite perfect.
Finally, right before sending, then you’ll get into the’Schedule’ screen.
This is where you control when your broadcast email should go Out, whether that’s immediately, at a set time/date, or according to your subscribers time zones.
Impressive, right? Effective B2B Email Marketing
Handling Your Clients
Possessing granular control over your subscribers is arguably one of The most essential facets of any email marketing software today.
Because highly personalized campaigns are necessary if You’re looking to increase clicks, opens, and, above all, your conversions.
And while most providers Permit You to”tag” subscribers in order To target them more effectively, MailerLite uses a slightly different approach.
When you open up your subscriber dash, you’ll notice two Options; Segments and Groups.
Segments are basically rules.
Your subscribers belong to a segment only when they fulfill the Specified principles, and will be automatically inserted or eliminated so.
Here is what setting up a rule looks like:
Notice how you can also combine Principles, as well as an alternate rule when the first does not exist.
Pretty smart, eh?
The following tab is for classes, and also the difference in title, These behave much like your usual”tagging” system.
(MailerLite even debated Changing the title to’Tags’, but finally decided against it.)
Contrary to Segments, Groups are upgraded manually or through an Automation principle — that we will get to in a moment — and they have no value besides 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 the event you’re unsure:
Fundamentally, groups are more of a Deliberate activity on a per-subscriber foundation, whereas Segments allow you to lump multiple subscribers collectively according to a frequent denominator.
A tad confusing, I’ll admit… but I feel it is a fair trade-off For the added flexibility. Besides, they’re optional.
Finally, the’Fields’ tab is used to personalize your email copy.
You will notice that MailerLite has Already populated this area with their particular areas, such as name, company, and country.
If you want to create your own custom fields, you can do this 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 information in separate columns… or may easily add these fields to a forms which will only apply to future subscribers.
Here’s a screenshot of a test area I created and added to a form:
I won’t go too much into the shape Stuff here because I have an entire section on that below, but this is the strategy I’d recommend if you wished to use this feature.
Again, as Soon as You’ve collected your custom field information from new Readers, you are able to pull them in to your email content and subject line.
Just click on the’Personalization’ drop down and choose your Custom field.
I’m barely scratching the surface Of what is possible with custom fields, but it’s important to understand this is a feature you can use.
Overall, it’s fair to state MailerLite has their contributor Management and personalization features on stage. Effective B2B Email Marketing
If you are not impressed by what you’ve seen so far, then perhaps The page builder will tickle your fancy.
After selecting’Landing Pages’ in the forms page, then you will be Able to pick from 8 pre-designed templates.
Again, while the template choice Is not winning any awards, it will offer a great base to work from if, like most people, you don’t have that natural eye for design.
I went ahead and chosen the’Lead Generation’ template, though They ultimately do the identical task; collect an email address.
This time, the editor will give 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 a few dedicated alternatives *cough* WPBakery.
Together with the fundamental building blocks, you can use components like Hero sections, popup buttons, reviews and countdown timers.
It will not be replacing landing Page builders like Thrive Architect or LeadPagesanytime soon, but credit where credit due, this thing over-delivers on all 3 form types.
Form Builder Tool
Unlike some email marketing tools, MailerLite really offers a Decent pair of type building tools.
Also, but you can also create popups and landing pages Through this same interface, so there is a lot to cover here.
Let us begin 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 particular pages.
Despite starting off super fundamental, the form designer lets you To customize everything in the form style, subjects, background, name, input fields and, clearly, the button.
Form text may also be edited directly, which Provides you a Opportunity To visualize your backup in real-time.
It would’ve 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 allow you to configure how the Form works, including adding extra fields and setting a custom success page.
(There’s even a GDPR compliance option. Sweet.)
And talking of the success webpage…
…MailerLite also enables you to customize the default message, That will replace the embedded form also prevents users from redirecting.
Last but certainly not least, you Can check how your form displays on mobile by shifting the toggle to reactive mode.
You won’t Have the Ability to make any design changes here, but it makes Sense to test, nevertheless.
So that is an overview of this Embedded form but like I said before, you can even create popup forms in MailerLite.
While the majority of this setup process is identical, there are Still a few differences I’d like to point out.
Unlike embedded kinds, you can choose between a set of Templates:
While this isn’t the most Comprehensive choice, they do provide a good base to work from and the editor is at least as simple to use for this form type.
Clicking on the’E-commerce’ template takes me into a preview Before moving into the editor.
Here, you’ll notice there are a few new choices under form types This time around:
Considering paid programs like 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 play the styling options to get it Matched up with your own branding.
Finally, you can Select the close Behavior of your form 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 will leave you, but MailerLite has yet another trick up its sleeve.
Reporting & Analytics
Like most tools, you’ll find a summary of your campaign Data in the main dashboard.
Here you’ll see everything from campaign open and click info, Subscriber growth, automation stats, and kind signups.
Clicking into any campaign will Give you special coverage for that effort.
This is where you’ll discover 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 if you really want To dig into the numbers, you can click into individual 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 shows a click map, so It’s possible to see exactly how your subscribers interacted with your mails in relation to another.
Reports for automations are also Accessible under the’Automations’ tab, although I found these to be less insightful than effort reports.
Here’s a quick example:
Overall, MailerLite does a Stellar job with their reporting interface, and many will get the available data more than sufficient to meet their demands.
What’s email marketing without a dashboard of automation?
For many reading this, MailerLite’s automation capabilities Could easily make or break this particular review.
The good news? If you have ever used a visual workflow builder, then 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 establishing your trigger, you can begin adding measures to your workflow.
These measures could be anything from sending an email, including a Postpone, a conditional split, or an action, like transferring a contributor or updating their records.
Here’s a straightforward workflow I set together, where subscribers Are unsubscribed if they do not open my email within 7 days.
There are countless Possibilities in regards to workflow automations like this, and MailerLite should have no trouble with the vast majority of use cases.
Granted, it’s not quite as Feature-rich as something such as ActiveCampaign since it lacks some of the conditional components. (Split, Go To, Goal, etc.)
For Instance, there’s now no automation for moving Subscribers directly into a different automation.
That being said, most of these activities can still be achieved by moving Subscribers into various groups that trigger new automation workflows. It is just much less effective…. yet.
Another question of efficacy here is when generating new mails From the automation workflow builder.
After adding 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 on the’Design email’ button will automatically fire up the Writer:
Now, you’ll be briefly Redirected to the typical campaign creation wizard, which I covered previously in the review.
This time, however, once you’ve created your email, clicking the ‘Done editing’ button will direct you straight back to the automations workflow rather than the usual sending options.
Finally, your email will probably be Loaded into your automation.
A nice touch here is having a thumbnail preview of your Email within your automation block, so you can find an concept about what it contains at a glimpse.
While this process may seem like A grind on paper, it is really much faster 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’ll likely find that this downgrade in performance.
It’s 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 very important to highlight.
The ability to trigger an automation (or step) based on how Readers interact with all the webpages on your site.
This kind of behavioral targeting just is not accessible MailerLite right now, so if it’s something you use or plan to use, you may want to skip this one. Effective B2B Email Marketing
The Price of MailerLite is one of the tools biggest Selling things, and let’s face it, most of us love a fantastic bargain.
For starters, they offer an unlimited 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 alternative for those starting out.
And what about the premium plans?
It ends up, at approximately half of the Price of the rivalry generally, MailerLite is by far one of the least expensive options available on the industry. Additionally, if you’re willing to pay yearly, you are also able to get an even greater discount.
In Reality, I have not been able to find anything that does exactly the Exact Same job, cheaper.
MailerLite is among those very few email marketing tools to disrupt The (very crowded) industry in the last couple of decades, and that’s no simple feat.
While it’s not as quickly as ConvertKit, or as feature-rich As ActiveCampaign, or as template-heavy as MailChimp, it performs exceptionally well at just about anything you can throw at it.
All in all, I find MailerLite strikes the best balance Between flexibility, speed and simplicity, and all at a price point you’ll seriously struggle to conquer.
Thinking about giving it a spin? Let us know how it works for you In the remarks. Effective B2B Email Marketing