Introduction Email Marketing Segmentation Strategies
When I asked you to name an email Marketing tool, what would you say? Email Marketing Segmentation Strategies
MailChimp? Aweber? ActiveCampaign?
Like many online industries now, email advertising continues to be Dominated by the identical large players for the last ten years. Which means that they get promoted very heavily and achieve a great deal of mindshare.
Now and then, however, an Underdog disrupts the marketplace, causing long-time users to question their loyalties.
MailerLite has done exactly that.
So today, in this review, I’ll be ripping MailerLite from limb To limb to see whether it 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 rules
– Custom Fields for advanced email personalization
– Advanced Campaign kinds (auto-resend, A/B, etc.. )
– Easy to Utilize email builder/template editor
– Practical Email elements for example countdowns and merchandise boxes
– Intuitive Type, 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 procedure
– Few email Templates available
– Very few Form templates accessible
– Can’t Create emails without leaving the visual workflow builder
– No Support for website monitoring Email Marketing Segmentation Strategies
Like most email marketing providers Nowadays, 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 such as your organization name, site, Industry, address, company size, record size and even the kind of material you intend to send.
Then, you need to verify your Website (or domain name).
This remains part of the approval process, and MailerLite will Simply inquire which email is related to that domain so they can email you a confirmation link.
As Soon as You’ve completed these Measures, you’ll need to wait it out.
The MailerLite staff will review your application, check your Site, and determine whether you’re a good match for their services.
(In other words, they’re making sure you’re not a spammer/scammer)
As shown above, you’ll nevertheless be Able to utilize the software to create campaigns and perform with the attributes, but you will not be able to send anything until accepted.
I had been”partially” approved within a few hours, which gave me a Temporary limitation of 500 subscribers.
Here Is What the email said:
However, while these measures are not ideal for getting started, it Does help prevent unscrupulous users from damaging everyone else’s deliverability.
If you are anything like me, you’ll rely upon automations to handle Nearly all your email advertising.
(We will get to automations soon, don’t worry.)
But if it’s a brand new blog article, podcast, or timely Announcement, there’s always some excuse to send a more instant email.
That is where’Campaigns’ come in.
Clicking the new’Produce Campaign’ will give you several choices.
– Regular campaign: A traditional broadcast email.
– A/B split effort: Multiple email Variations, including subject line, from name and, yes, even content. (Woop!)
– Auto resend: Resend to readers who Don’t start your broadcast email, with the option of changing the subject line and email articles.
– RSS effort: Create a recurring campaign That sends fresh content to subscribers using your website’s RSS feed.
Apart from a few added choices, the Majority of these will follow Exactly the exact same step-by-step procedure of a normal campaign.
So let’s walk you through it.
Once you click to create your effort, you’ll be requested to Pick a preferred editor, whether that be the dragn’ drop, rich text or HTML.
Otherwise, you can switch to the Templates tab and select from among their pre-designed email templates — which will move you into the dragn’ drop editor by default.
At the time of writing, you’ll find 21 email templates to select From which is somewhat on the low side, but the designs are super contemporary.
And, of course, if you would just Prefer to reuse a previous email, you can click on the’Recent Emails’ tab.
For this example, I’ll select 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 cubes in the sidebar to add different Types of articles to your email, including videos, merchandise columns, and societal connections.
After making your adjustments, simply click’Done Editing’ and you will Be taken to the recipients’ options where you can select your classes or sections.
The tab also allows one To develop segment-like rules , in case your targeting is not quite perfect.
Finally, before sending, then you’ll get into the’Schedule’ screen.
This is where you control when your broadcast email should go Out, if that is immediately, at a set time/date, or in accordance with your readers time zones.
Impressive, right? Email Marketing Segmentation Strategies
Handling Your Subscribers
Having granular control over your subscribers is arguably one of The most important aspects of any email advertising program today.
Because highly personalized campaigns are necessary if You’re searching to increase clicks, opens, and, above all, your conversions.
And while many providers allow you to”label” readers in order To target them effectively, MailerLite uses a slightly different strategy.
When you open up your subscriber dash, you’ll notice two Choices; Segments and Groups.
Segments are essentially rules.
Your subscribers belong to a segment only when they fulfill the Specified rules, and will be automatically added or removed accordingly.
Here’s what setting up 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 also the difference in name, These act much like your usual”tagging” system.
(MailerLite even debated Changing the title to’Tags’, but ultimately decided against it)
Unlike Segments, Groups are upgraded manually or through an Automation rule — which we’ll get into in a moment — and they don’t have any value besides what you call them.
As you start to use this stage, you’ll begin to understand Where Segments and Groups are generally used, however, MailerLite offers a hand in the event you’re unsure:
Fundamentally, groups are more of a Deliberate action on a per-subscriber foundation, whereas Segments allow you to bulge multiple contributors collectively based on a common denominator.
A tad confusing, I’ll admit… but I believe it’s a fair trade-off For the added flexibility. In any case, they’re discretionary.
Last, the’Fields’ tab is used to personalize your email copy.
You’ll notice that MailerLite has Already populated this area with their particular areas, such as title, business, and country.
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 really work?
You can either upload a CSV file of your readers along with Your custom field data in separate columns… or may easily add these fields to a types which will only apply to prospective subscribers.
Here’s a screenshot of a test field I made and added to a form:
I will not go too much to the form Stuff here because I have an entire section on this below, but this is the approach I’d recommend if you wanted to use this attribute.
Again, once you’ve collected your custom field information from fresh Subscribers, you can pull them in to your email content and subject line.
Just click on the’Personalization’ drop down and select your Customized field.
I am barely scraping the surface Of what is possible with custom fields, but it’s important to understand this is a feature you may use.
Overall, it is reasonable to say MailerLite has their contributor Management and personalization features on point. Email Marketing Segmentation Strategies
If you are not impressed with what you have seen up to Now, then perhaps The page builder will tickle your fancy.
After selecting’Landing Pages’ in the forms page, you’ll be Able to select from 8 pre-designed templates.
Again, while the template selection Isn’t winning any awards, it does offer a great base to work from if, like most of us, you do not have that pure eye for layout.
I went ahead and selected the’Lead Generation’ template, though They all finally do the same task; collect an email address.
This time, the editor will Provide you 17 building blocks to Further construct or alter your landing page.
Now, I have used my fair share of Visual site builders, and it is better than some dedicated alternatives *cough* WPBakery.
Together with the fundamental building blocks, you can use elements like Hero segments, popup buttons, testimonials and countdown timers.
It will not be replacing landing Page builders such as Thrive Architect or even LeadPagesanytime soon, but credit where credit due, this thing over-delivers on all three kind types.
Form Builder Tool
Unlike some email marketing tools, MailerLite really Provides a Decent 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 .
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 particular pages.
Despite beginning super fundamental, the form designer allows you To customize everything in the kind style, subjects, background, name, enter fields and, clearly, the button.
Form text can also be edited directly, which Provides you a chance To envision your own backup in real-time.
It would have been nice to have Some templates here, 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 functions, such as adding extra fields and setting a custom success page.
(There’s a GDPR compliance alternative. Sweet.)
And speaking of the success page…
…MailerLite also lets you customize the default message, Which will replace the embedded form and prevents users from redirecting.
Last but certainly not least, you Can assess the way your form displays on cellular by switching the toggle to reactive mode.
You won’t Have the Ability to make any design changes here, but it makes Sense to check, nevertheless.
So that is an Summary of this Embedded form but as I said before, you may also create popup forms in MailerLite.
While the Vast Majority of the installation process is identical, there are Still 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 In depth choice, they do provide a good foundation to work from and the editor is just as simple to use for this form type.
Clicking the’E-commerce’ template requires 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 tools such as 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 own branding.
Last, you can Select the close Behavior of your type under the’Settings’ tab.
The default option is that the X icon, but you can swap out this for A”No thanks” text option, or have .
This is really where most email Marketing platforms would leave you, but MailerLite has yet another trick up its sleeve.
Reporting & Analytics
Like many tools, you’ll find a summary of your effort Data in the main dashboard.
Here you’ll see everything from effort open and click info, Subscriber growth, automation analytics, and kind signups.
Clicking into any campaign will Give you specific coverage for this effort.
This is where you’ll find some statistics such as Unsubscribes, spam complaints, bounces, studying environment, email client and more.
This should be plenty of Information for the average 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 You can see precisely how your subscribers interacted to another.
Reports for automations are also Available under the’Automations’ tab, even although I found these to be less enlightening than effort reports.
Here’s a quick example:
Overall, MailerLite does a Stellar job with their reporting port, and most will find the available data more than sufficient to meet their needs.
What is email advertising with no dashboard of automation?
For many reading this, MailerLite’s automation capabilities Could easily make or break this particular review.
The great news? If you have ever used a visual workflow builder, then You will immediately feel at home here…
Much like the rest of MailerLite, That the automations interface is simple, clean and easy to navigate — something which certainly can not be said for each and every email advertising software.
After setting your trigger, you can begin adding measures to your workflow.
These steps could be anything from sending an email, including a Postpone, a conditional split, or an act, such as transferring a subscriber or upgrading their records.
Here’s a straightforward workflow I set together, where readers Are unsubscribed if they don’t open my email within seven days.
There are countless Possibilities when it comes to workflow automations similar to this, and MailerLite ought to not have any trouble with the huge majority of use cases.
Granted, it’s not quite as Feature-rich as something like ActiveCampaign because 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, most of these actions can Nevertheless Be achieved by moving Subscribers into various groups that activate new automation workflows. It is just not as effective…. yet.
Another question of efficacy here is when creating new emails In the automation workflow builder.
After adding an email cube to The workflow, you’ll 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 temporarily Redirected to the typical 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 back to the automations workflow instead of the usual sending options.
Finally, your email will be Loaded into your own automation.
A Wonderful touch here is having a thumbnail preview of your Email inside your automation cube, so you can get an idea about what it contains at a glance.
While this process may seem like A grind on paper, it’s actually much quicker 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, you’ll probably find this a downgrade in performance.
It is fast enough for me, Personally, but I guess it is all relative.
Before I wrap up this segment, there is one type of automation You will not find in MailerLite, and I think it’s important to highlight.
The ability to activate an automation (or measure ) based on how Subscribers interact with all the webpages on your website.
This Sort of behavioral targeting just is not accessible MailerLite right now, so if it’s something you use or intend to utilize, you might want to skip this one. Email Marketing Segmentation Strategies
The cost of MailerLite is one of the tools largest Selling things, and let’s face it, most of us love a good bargain.
For starters, they offer an infinite free plan that includes All features (including premium) to get as many as 1,000 subscribers.
While There’s some subtle Branding on your emails using this program, it is still an amazing alternative for those starting out.
And what about the top programs?
It ends up, at around half the Cost of the competition on average, MailerLite is undoubtedly one of the cheapest options on the market. Plus, if you are willing to pay yearly, you can also get an even better discount.
In Reality, I have not been able to find anything that does the same job, cheaper.
MailerLite is one of the very few advertising tools to interrupt The (very crowded) industry in recent 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 just about anything you can throw at it.
I find MailerLite strikes the best balance Between flexibility, simplicity and speed, and at a price point you will seriously struggle to beat.
Thinking of giving it a twist? Let us know how it works for you From the comments. Email Marketing Segmentation Strategies