Background Email Marketing Best Practices
When I asked you to name an email Marketing tool, what would you say? Email Marketing Best Practices
MailChimp? Aweber? ActiveCampaign?
Like most online industries now, email advertising continues to be Dominated by the same large players for the last ten years. Which means they get promoted very heavily 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 exactly that.
So now, in this review, I’ll be ripping MailerLite from limb To limb to see whether it really stands its ground against the big boys…
…and, more importantly, whether youshould consider making the switch.
– Uses tag-based system (called Groups)
– Powerful Segmentation using rules
– Custom Fields for innovative 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 Form, popup and landing page builder
– Supports Automations using visual workflows
– Offers Both digestible and in-depth reporting
– A Fraction of the cost compared to most other options
– Strict Approval process
– Few email Templates accessible
– Very few Form templates accessible
– Can’t Create mails without leaving the visual workflow builder
– No Support for website tracking Email Marketing Best Practices
Like most email advertising 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 such as your organization name, website, Business, address, company size, list size and even the kind of material you plan to send.
Then, You Have to verify your Site (or domain ).
This is still part of the approval process, and MailerLite will Simply inquire which email is associated to that domain so they could email you a confirmation link.
As Soon as You’ve completed those Steps, you ought to wait it out.
The MailerLite staff will review your application, check your Site, and ascertain whether you’re a good fit 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 play with the attributes, but you won’t have the ability 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 measures are not ideal for getting started, it Does help stop malicious users from hurting everybody’s deliverability.
If you are anything like me, you’ll rely upon automations to Deal with 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 brand new’Create Campaign’ will provide you several choices.
– Regular effort: A traditional 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 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 fresh content to readers using your website’s RSS feed.
Apart from a few additional options, the Majority of these will follow Exactly the exact same step-by-step procedure of a normal effort.
So let us walk you through it.
Once you click to create your effort, you’ll be requested to Select a preferred editor, whether that’s the dragn’ drop, rich text or HTML.
You can change to the Templates tab and select from one of their pre-designed email templates — that will move you into the dragn’ drop editor .
At the time of writing, there are 21 email templates to choose From which is somewhat 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 on the’Recent Emails’ tab.
For this example, I will choose the first template from the library.
The editor is easy to use, Which makes viewing these templates a 5-minute job.
You can also utilize the blocks in the sidebar to add different Kinds of content to your email, including videos, merchandise columns, and social connections.
After making your adjustments, 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 , in case your targeting isn’t quite perfect.
Finally, before sending, then 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 in accordance with your subscribers time zones.
Impressive, right? Email Marketing Best Practices
Handling Your Subscribers
Possessing granular control over your readers is arguably among The most essential aspects of any email marketing software today.
Because highly personalized efforts are necessary if You are searching to increase opens, clicks, and, most importantly, your conversions.
And while most providers allow 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 principles.
Your readers belong to a segment only when they fulfill the Specified principles, and will be automatically added or eliminated accordingly.
Here’s what establishing a rule looks like:
Notice the way you can even combine Rules, in addition to an alternate 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 normal”tagging” system.
(MailerLite even debated Changing the title to’Tags’, but ultimately decided against it)
Unlike Segments, Groups are upgraded manually or via 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 platform, you’ll begin to understand At which Segments and Groups are generally used, but MailerLite delivers a hand in case you’re unsure:
Fundamentally, groups are much more of a Deliberate action on a per-subscriber foundation, whereas Segments permit you to lump multiple contributors together based on a frequent denominator.
A tad confusing, I’ll admit… but I feel it’s a fair trade-off For the added flexibility. In any case, they are 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 fields, such as title, company, and nation.
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 actually work?
You can either upload a CSV record of your readers together with Your custom field information in separate columns… or can simply add these fields to a types which will only apply to prospective readers.
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 a whole section on this below, but this is the approach I would recommend if you wished to use this attribute.
Again, once you’ve gathered your custom field information from new Subscribers, you can pull them in to your email content and subject line.
Just click the’Personalization’ drop down and select your Custom field.
I am barely scraping the surface Of what’s possible with custom fields, but it is important that you know that this is a feature you may use.
Overall, it’s reasonable to say MailerLite has their subscriber Direction and personalization features on stage. Email Marketing Best Practices
If you are not impressed by what you have seen so far, then perhaps The page builder will tickle your fancy.
After choosing’Landing Pages’ from the forms page, then you will be Able to select from 8 pre-designed templates.
Again, while the template selection Isn’t winning any awards, but it will offer a fantastic base to work from if, for example most people, you don’t have that natural eye for design.
I went ahead and selected the’Lead Generation’ template, though They finally do the same task; collect 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 page builders, and this is already better than a few dedicated alternatives *cough* WPBakery.
Together with the basic building blocks, you can use components like Hero segments, popup buttons, reviews and countdown timers.
No, it will not be replacing landing Page builders such as Thrive Architect or even LeadPagesanytime soon, but credit where credit due, this item over-delivers on all 3 kind types.
Form Builder Tool
Unlike some email advertising tools, MailerLite actually offers a Adequate 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’s begin with your Bog-standard embedded type.
These forms are first created inside MailerLite so as to get An embed code, which you can then place on your website to show it on specific pages.
Despite starting off super basic, the form designer allows you To personalize everything in the form style, subjects, background, title, enter fields and, clearly, the button.
Form text may also be edited directly, which Provides you a Opportunity To visualize your copy in real time.
It would’ve been nice to have Some templates, but as you know, there’s more to a form than just its appearance.
Clicking the’Settings’ tab will allow you to configure the way the Form works, such as adding additional fields and establishing a custom success page.
(There is a GDPR compliance alternative. Sweet.)
And talking of the success webpage…
…MailerLite also lets you customize the default message, Which can replace the embedded kind and prevents users from redirecting.
Last but certainly not least, you Can check how your form screens on cellular by shifting the toggle to responsive mode.
You won’t Have the Ability to make any layout changes , but it makes Sense to test, nevertheless.
So that is an overview of this Embedded form but as I said before, you can even create popup forms in MailerLite.
While the majority of the installation Procedure is identical, you will find 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 In depth choice, they do provide a good foundation to work from and the editor is at least as easy to use for this form type.
Clicking on the’E-commerce’ template takes me to a preview Before moving to the editor.
Here, you’ll notice there are some new choices under form types Now around:
Contemplating paid tools like Thrive Leads exist for ribbons and slide-in forms, it is pretty impressive to observe this level of control over popup types.
And, like before, you can play with the styling options to get it Matched up with your own branding.
Last, you can choose the near Behaviour 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 choice, or have both.
This is really where most email Marketing platforms would render you, but MailerLite has yet another trick up its sleeve.
Reporting & Analytics
Like most tools, you’ll find a summary of your campaign Statistics in the main dashboard.
Here you’ll see everything from campaign open and click data, Subscriber growth, automation stats, and kind signups.
Clicking into any campaign will Give you special reporting for that effort.
This is where you’ll find some statistics such as Unsubscribes, spam complaints, bounces, reading environment, email client and 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 different areas of this 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 You can see how your readers interacted with your emails in relation to another.
Reports for automations will also be Available under the’Automations’ tab, even though I found these to be less insightful than campaign reports.
Here’s a Fast example:
Total, MailerLite does a Stellar job with their reporting interface, and most will get the available statistics more than enough to meet their needs.
What is email marketing 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, then You’ll instantly feel at home here…
Much like the rest of MailerLite, That the automations interface is easy, clean and simple to navigate — something which certainly can’t be said for every email advertising software.
After establishing your trigger, you can Start adding steps to your workflow.
These steps could be anything from sending an email, including a Postpone, a conditional split, or an act, 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 innumerable Possibilities in regards to workflow automations similar to this, and MailerLite should 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 some of the conditional elements. (Split, Visit, Goal, etc.)
For Instance, there’s currently no automation for transferring Subscribers directly into a different automation.
That being said, the Majority of these actions can Nevertheless Be achieved by moving Subscribers into various groups that trigger new automation workflows. It is simply not as effective…. yet.
Another matter of efficiency here is when generating new emails In the automation workflow builder.
After adding 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 the’Design email’ button will fire up the Writer:
Now, you’ll be briefly Redirected to the standard campaign creation wizard, which I covered previously in the review.
This time, however, once you’ve established 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 block, so it’s possible to get an concept about what it contains at a glance.
While this process may seem like A grind on paper, it’s really much faster than what I’m utilized to with other email marketing tools — ActiveCampaign being a fantastic example.
On the other hand, if you have come over from something like ConvertKit where The editor is loaded within the automations builder, you will likely find this a downgrade in performance.
It’s fast enough for me, Personally, but I guess it’s all relative.
Before I wrap up this section, there is one type of automation You will not find in MailerLite, and that I think that it’s very important to highlight.
The ability to trigger an automation (or step) based on how Readers interact with the pages on your site.
This Sort of behavioral targeting just is not available in MailerLite right now, so if it’s something you use or plan to utilize, you might want to skip this one. Email Marketing Best Practices
The cost of MailerLite is no doubt one of those tools biggest Selling points, and let’s face it, most of us love a fantastic bargain.
For starters, they offer an infinite free plan that includes All features (including premium) to get up to 1,000 subscribers.
While There’s some subtle Branding on your mails using this program, it is still an wonderful option for anyone starting out.
And what about the top programs?
It ends up, at approximately half of the Cost of this rivalry generally, MailerLite is by far among the cheapest options available on the market. Additionally, if you are willing to pay annually, you are also able to get a much better discount.
In Reality, I haven’t been able to locate anything that does exactly the same job, cheaper.
MailerLite is one of the very few marketing tools The (very crowded) sector in the last couple of years, 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 performs exceptionally well at just about anything you can throw at it.
All in all, I find MailerLite strikes the perfect balance Between flexibility, simplicity and speed, and at a price point you’ll seriously struggle to beat.
Thinking of giving it a twist? Let us know how it works for you From the comments. Email Marketing Best Practices