Introduction Email Marketing Strategy For Ecommerce
If I asked you to name an email Marketing instrument, what would you say? Email Marketing Strategy For Ecommerce
MailChimp? Aweber? ActiveCampaign?
Like most online industries now, email marketing has been Dominated by the same large players for the last decade. Which means they get promoted very heavily and achieve a lot of mindshare.
Now and then, however, an Underdog disrupts the marketplace, causing long-time customers to question their loyalties.
MailerLite has done exactly that.
So now, in this review, I will be tearing MailerLite from limb To limb to see whether it really stands its 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.)
– Simple to Use email builder/template editor
– Practical Email components such as countdowns and merchandise boxes
– Intuitive Type, 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 solutions
– 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 site tracking Email Marketing Strategy For Ecommerce
Like most email advertising providers these days, You’ll Need to Go through a review process before being able to correctly use the program.
When you first sign up, you’ll be asked to finish your profile.
This includes information like your company name, website, Industry, address, company size, record size and also the kind of content you plan to send.
Then, You Have to verify your Website (or domain name).
This is still part of the approval process, and MailerLite will Simply ask which email is associated to that domain so they could email you a verification link.
Once you’ve completed these Measures, you ought to wait it out.
The MailerLite staff will review your application, check your Site, and ascertain whether you’re a fantastic fit for their services.
(Quite simply, they’re making sure you’re not a spammer/scammer)
As revealed above, you’ll still be Able to utilize the software to make campaigns and perform with the attributes, but you won’t have the ability to send anything until accepted.
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 measures are not ideal for getting started, it Does help stop malicious users from hurting everyone else’s deliverability.
If you are anything like me, you’ll rely upon automations to handle Nearly all your email marketing.
(We’ll get to automations shortly, don’t worry.)
But if it is a new blog post, podcast, or timely Announcement, there is always some excuse to send a more immediate email.
That is where’Campaigns’ come in.
Clicking the new’Create Campaign’ will give you several choices.
– Regular effort: A Conventional broadcast email.
– A/B split effort: Multiple email Variations, including subject line, from title and, yes, even email 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: Produce a recurring campaign That sends fresh content to subscribers using your website’s RSS feed.
Aside from a few added options, the Majority of these will follow Exactly the exact same step-by-step process of a normal effort.
So let us walk you through it.
Once you click on to create your campaign, you’ll be requested to Select a favorite editor, whether that be the dragn’ drop, rich text or HTML.
You can switch to the Templates tab and select from among the pre-designed email templates — which will move you into the dragn’ drop editor by default.
In the time of writing, there are 21 email templates to choose From which is a little on the low side, however, the designs are super modern.
And, of course, if you would just Like to reuse a previous email, you can click the’Recent Emails’ tab.
For this example, I’ll select the first template from the library.
The editor is easy to work with, Making customizing these templates a 5-minute job.
You can also utilize the blocks in the sidebar to add distinct Kinds of articles to your email, including videos, merchandise columns, and societal links.
After making your adjustments, just click’Done Editing’ and you will Be taken to the recipients’ choices where you are able to select your groups or sections.
The tab also allows you To build segment-like rules on-the-fly, in case your targeting is not quite perfect.
Finally, before sending, then you’ll get into the’Program’ screen.
This is where you control if your broadcast email should go Out, whether that’s instantly, at a set time/date, or in accordance with your subscribers time zones.
Impressive, right? Email Marketing Strategy For Ecommerce
Handling Your Subscribers
Having granular control over your readers is arguably one of The most essential facets of any email marketing software today.
Because highly personalized efforts are necessary if You’re looking to increase opens, clicks, and, most importantly, your own conversions.
And while most providers allow you to”label” readers in order To target them effectively, MailerLite utilizes a slightly different strategy.
When you start up your subscriber dash, you’ll notice two Choices; Segments and Groups.
Segments are basically rules.
Your readers belong to a section only when they fulfill the Specified principles, and are automatically inserted or removed so.
Here’s what establishing a rule looks like:
Notice the way you can also blend Rules, in addition to another rule when the first doesn’t exist.
Pretty smart, eh?
The following tab is for classes, and despite the difference in title, These act much like your normal”tagging” system.
(MailerLite even debated Changing the name to’Tags’, but finally decided against it)
Unlike Segments, Groups are updated manually or via an Automation rule — which we’ll get to in a minute — and they have no value besides what you call them.
As you start to use this platform, you’ll begin to understand At which Segments and Groups are generally used, but MailerLite offers a hand in case you’re unsure:
Basically, groups are much more of a Deliberate action on a per-subscriber foundation, whereas Segments allow you to bulge multiple contributors collectively based on a frequent denominator.
A tad confusing, I’ll admit… but I feel it is a fair trade-off For the additional flexibility. In any case, they’re optional.
Last, the’Fields’ tab is used to customize your email copy.
You’ll notice that MailerLite has Already populated this region with their particular fields, such as title, business, and country.
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 file of your subscribers together with Your custom field data in distinct columns… or may simply add these fields to a types which will only apply to prospective subscribers.
Here’s a screenshot of a test area I made and added to a form:
I will not go too much to the form Stuff here since I have an entire section on that below, but this is the strategy I’d recommend if you wished to use this attribute.
Again, once you’ve gathered your custom field information from fresh Readers, you are able to pull them into your email content and subject line.
Just click on the’Personalization’ drop down and select your Custom field.
I am barely scratching the surface Of what’s possible with custom fields, but it is important that you know this is a feature you can use.
Overall, it is reasonable to say MailerLite has their contributor Management and personalization features on point. Email Marketing Strategy For Ecommerce
If you’re not impressed with 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 selection Is not winning any awards, but it does offer a fantastic foundation to work from if, like the majority of us, you do not have that pure eye for layout.
I went ahead and chosen the’Lead Generation’ template, though They ultimately do the identical job; collect an email address.
This time, the editor will give you 17 building blocks to Further construct 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 alternatives *cough* WPBakery.
Together with the fundamental building blocks, you can use elements like Hero segments, popup buttons, testimonials 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 thing over-delivers on all three form types.
Form Builder Tool
Unlike some email advertising tools, MailerLite actually offers a Adequate pair of type building tools.
Not only that, but you can also create popups and landing pages Through this exact same interface, so there’s a lot to cover here.
Let’s begin 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 website to display it on particular pages.
Despite beginning super basic, the form designer lets you To personalize everything in the form style, subjects, background, name, enter fields and, of course, the button.
Form text may also be edited directly, which Provides you a chance To envision your own copy 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 appearance.
Clicking the’Settings’ tab will Make It Possible for you to configure the way the Form functions, such as adding additional fields and establishing a custom success page.
(There’s even a GDPR compliance alternative. Sweet.)
And speaking of the success page…
…MailerLite also lets you customize the default message, Which can replace the embedded kind and prevents users .
Last but surely not least, you Can assess how your form displays on cellular by switching the toggle to reactive mode.
You won’t Have the Ability to make any layout changes here, but it makes Sense to check, nevertheless.
So that is an overview of the Embedded form but like I said before, you may also create popup forms in MailerLite.
While the Vast Majority of the installation process is identical, you will find Still a few differences I’d love to point out.
Unlike embedded kinds, you can choose between a set of Templates:
While this isn’t the most In depth selection, they do offer a good foundation to work from and the editor is just as simple to use with this form type.
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 This time around:
Considering paid tools such as Thrive Leads exist for both ribbons and slide-in forms, it is pretty impressive to see this level of control over popup forms.
And, as before, you can play the styling options to get it Matched 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 choice, or have both.
This is really where most email Marketing platforms will render you, but MailerLite has one more trick up its sleeve.
Reporting & Analytics
Like many tools, you’ll find a summary of your effort Data in the dashboard.
Here you’ll see everything from campaign open and click info, Subscriber development, automation analytics, and form signups.
Clicking into any effort will Give you specific reporting for that effort.
This is where you’ll find some more advanced statistics such as Unsubscribes, spam complaints, bounces, studying surroundings, email client and more.
This should be plenty of Information for the average consumer…
…but if you really want To dig into the numbers, you can click into individual areas of this report for a more comprehensive breakdown.
You can find some real gems beneath These reports.
By Way of Example, the’View Email’ tab also shows a click map, so It’s possible to see exactly how your subscribers interacted to one another.
Reports for automations are Available under the’Automations’ tab, although I found these to be less insightful than campaign reports.
Here’s a Fast example:
Total, MailerLite does a Stellar job with their reporting port, and many will find the available statistics more than enough to fulfill their demands.
What is email advertising without a dash of automation?
For many reading this, MailerLite’s automation capabilities Could simply make or break this particular 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, The automations interface is easy, clean and easy to navigate — something which certainly can not be said for each and every email marketing software.
After establishing your trigger, you can Start adding steps to your workflow.
These steps can be anything from sending an email, adding a Postpone, a bubble break, or an action, such as transferring a contributor or updating their records.
Here’s a simple workflow I set together, where subscribers Are unsubscribed if they do not open my email within 7 days.
There are countless Possibilities when it comes to workflow automations similar to this, and MailerLite should have no trouble with the huge majority of use cases.
Granted, it is not quite as Feature-rich as something such as ActiveCampaign since it lacks a number of the conditional components. (Split, Visit, Goal, etc.. )
For example, there’s currently no automation for transferring 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’s simply not as efficient…. yet.
Another question of efficacy 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 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 standard campaign creation wizard, which I covered previously in the review.
This time, but as Soon as You’ve established your email, clicking the ‘Done editing’ button will direct you straight back into the automations workflow instead of the usual sending options.
Ultimately, your email address will probably be Loaded into your own automation.
A nice touch here is using a thumbnail preview of your Email inside your automation cube, which means it’s possible to find 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’ve come over from something like ConvertKit where The editor is loaded within the automations builder, you’ll probably find this a downgrade in performance.
It’s quick enough for me, Personally, however I guess it’s all relative.
Before I wrap up this section, there’s 1 Kind of automation You won’t find in MailerLite, and that I think that it’s important to highlight.
The ability to trigger an automation (or step) based on how Readers interact with all the webpages on your website.
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. Email Marketing Strategy For Ecommerce
The cost of MailerLite is undoubtedly one of those tools biggest Selling things, and let’s face it, we all love a fantastic bargain.
For starters, they offer an unlimited free plan that includes All attributes (including premium) to get as many as 1,000 subscribers.
While There’s some subtle Branding in your mails using this program, it is still an wonderful alternative for anyone starting out.
And what about the top programs?
It turns out, at around half the Cost of this competition generally, MailerLite is by far one of the cheapest options on the industry. Additionally, if you are ready to pay annually, you are also able to get an even greater discount.
In fact, I haven’t been able to locate anything that does the same job, cheaper.
MailerLite is one of those email marketing tools to disrupt The (very crowded) industry in the last couple of years, which is no easy feat.
While it is not as quickly as ConvertKit, or as feature-rich As ActiveCampaign, or as template-heavy as MailChimp, it works exceptionally well at virtually 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 will seriously struggle to beat.
Thinking of giving it a twist? Let us know how it works for you From the remarks. Email Marketing Strategy For Ecommerce