Intro Email Marketing Theory
When I asked you to name an email Marketing tool, what could you say? Email Marketing Theory
MailChimp? Aweber? ActiveCampaign?
Like most online industries today, email advertising continues to be Dominated by the same big players for the last decade. Which means that they get promoted very heavily and accomplish a lot of mindshare.
Now and then, however, an Underdog disrupts the marketplace, inducing long-time users to question their loyalties.
MailerLite has done precisely that.
So today, in this review, I’ll be tearing MailerLite from limb To limb to find out if it stands its ground against the big boys…
…and, what’s more, whether youshould consider making the change.
– Uses tag-based system (called Groups)
– Powerful Segmentation using principles
– Custom Fields for innovative 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 Form, 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 accessible
– Very few Form templates available
– Can’t Create mails without leaving the visual workflow builder
– No Support for site tracking Email Marketing Theory
Like most email marketing providers these days, You’ll Need to Go through a review process before being able to properly use the program.
When you first sign up, you’ll be asked to finish your profile.
This includes information like your company name, site, Industry, address, company size, list size and even the kind of material you plan to send.
Then, You Have to verify your Site (or domain name).
This remains part of this acceptance process, and MailerLite will Simply ask which email is associated to that domain so they could email you a confirmation link.
Once you’ve completed those Measures, you ought to wait it out.
The MailerLite staff will review your application, check your Site, and determine whether you are a fantastic fit for their services.
(In other words, they are making sure you are not a spammer/scammer)
As revealed above, you’ll nevertheless be Able to utilize the software to create campaigns and play with the features, but you will not have the ability to send anything until accepted.
I was”partially” approved within a few hours, which gave me a Temporary limit of 500 subscribers.
Here’s what the email said:
But while these measures aren’t perfect for getting started, it Does help stop unscrupulous users from damaging everybody’s deliverability.
If you are anything like me, you’ll rely on automations to Deal with Nearly all your email marketing.
(We’ll get to automations soon, don’t worry.)
But if it’s a brand new blog post, podcast, or timely Announcement, there’s always some excuse to send a more immediate email.
That is where’Campaigns’ come in.
Clicking the new’Produce Campaign’ will provide you several choices.
– Regular effort: A traditional 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 open your broadcast email, together with the choice of changing the subject line and email content.
– RSS effort: Produce a recurring campaign That sends fresh content to readers using your website’s RSS feed.
Aside from a few added choices, the Majority of these will follow Exactly the same step-by-step process of a standard effort.
So let’s walk you through it.
As Soon as You click on to create your campaign, you’ll be asked 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 — that will move you to 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 layouts are super modern.
And, of course, if you’d just Like to reuse a previous email, you can click on the’Recent Emails’ tab.
For this example, I’ll select the first template in the library.
The editor is easy to work with, Making viewing these templates a 5-minute job.
You can also use the blocks in the sidebar to add distinct Kinds of content to your email, including videos, product columns, and social connections.
After making your changes, simply click’Done Editing’ and you will Be carried to the recipients’ choices where you can select your classes or segments.
The advanced tab also allows one To develop segment-like rules , in the event your targeting isn’t quite perfect.
Finally, right before sending, you’ll get into the’Schedule’ screen.
This is where you control if your broadcast email should go Out, if that’s instantly, at a set time/date, or in accordance with your subscribers time zones.
Impressive, right? Email Marketing Theory
Managing Your Subscribers
Having granular control over your subscribers is arguably one of The most essential aspects of any email advertising software today.
Because highly personalized efforts are necessary if You’re 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 utilizes a slightly different approach.
When you start up your subscriber dash, you’ll see two Options; Segments and Groups.
Segments are basically principles.
Your subscribers belong to a section only when they meet the Specified principles, and will be automatically inserted or removed so.
Here’s what setting up a rule looks like:
Notice how you can also combine Rules, in addition to another rule if the first doesn’t exist.
Pretty smart, eh?
The following tab is for classes, and despite the difference in name, These act much like your usual”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 rule — that we will get to in a moment — and they don’t have any value aside from what you call them.
As you Begin to use this platform, you’ll Start to understand At which Segments and Groups are generally used, but MailerLite offers a hand in case you’re uncertain:
Fundamentally, groups are much more of a Deliberate activity on a per-subscriber basis, whereas Segments permit you to bulge multiple subscribers together based on a common denominator.
Somewhat confusing, I’ll admit… but I believe it is a fair trade-off For the added flexibility. Besides, they are 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 fields, such as title, company, and country.
If you want to create your own custom fields, you can do this 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 information in separate columns… or can simply add these fields to your types which will only apply to future readers.
Here’s a screenshot of a test area I made and added to a form:
I won’t go too much to the form Things here since I have a whole section on that below, but this is the strategy I’d recommend if you wanted to use this feature.
Again, as Soon as You’ve gathered your custom field information from new Subscribers, you are able to pull them in to your email content and subject line.
Just click on the’Personalization’ drop down and choose your Customized field.
I am barely scratching the surface Of what’s possible with custom fields, but it’s important that you know that this is a feature you can use.
Overall, it’s reasonable to state MailerLite has their subscriber Management and personalization features on stage. Email Marketing Theory
If you’re not impressed by what you’ve seen so far, then perhaps The webpage builder will tickle your fancy.
After selecting’Landing Pages’ from the forms page, then you will be Able to pick from 8 pre-designed templates.
Again, while the template selection Isn’t winning any awards, but it does offer a great foundation to work from if, like the majority of us, you do not have that natural eye for design.
I went ahead and selected the’Lead Generation’ template, however They ultimately do the same job; accumulate an email address.
This time, the editor will Provide you 17 building blocks to Further construct or change your landing page.
Now, I have used my fair share of Visual page builders, and it is already better than some dedicated alternatives *Infection * WPBakery.
Along with the fundamental building blocks, you can use components like Hero sections, popup buttons, reviews and countdown timers.
No, it won’t be replacing landing Page builders such as Thrive Architect or LeadPagesanytime soon, but credit where credit due, this thing over-delivers on all 3 kind types.
Form Builder Tool
Unlike some email advertising tools, MailerLite really Provides 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 whole lot to cover .
Let us start with your Bog-standard embedded type.
These forms are 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 lets you To personalize everything from the kind style, fields, background, name, input fields and, of course, the button.
Form text can also be edited directly, which gives you a Opportunity To envision your own 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 just its appearance.
Clicking on the’Settings’ tab will Make It Possible for you to configure how the Form functions, including adding additional fields and establishing a custom success page.
(There’s even a GDPR compliance option. Sweet.)
And talking of the success page…
…MailerLite also lets you customize the default message, Which will replace the embedded kind also prevents users from redirecting.
Last but surely not least, you Can assess how your form screens on mobile by switching the toggle to reactive mode.
You won’t be able to make any design changes here, but it makes Sense to test, nevertheless.
So that’s an overview of the Embedded form but like I said before, you can also create popup forms in MailerLite.
While the Vast Majority of this setup process is identical, there are Still a few differences I’d like 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 base to work from and the editor is just as easy to use for this form type.
Clicking the’E-commerce’ template takes me to a preview Before moving into the editor.
Here, you’ll notice there are a few new options under form types This time around:
Contemplating paid programs like Thrive Leads exist for ribbons and slide-in forms, it’s pretty impressive to observe this amount of control over popup forms.
And, like before, you can perform with the styling options to get it Matched up with your branding.
Finally, 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 both.
That is where most email Marketing platforms would render you, but MailerLite has one more trick up its sleeve.
Reporting & Analytics
Like many tools, you’ll find a summary of your effort Statistics in the main dashboard.
Here you’ll see everything from campaign open and click info, Subscriber development, automation stats, and form signups.
Clicking into any campaign will Give you specific reporting for this effort.
This is where you’ll discover some statistics such as Unsubscribes, spam complaints, bounces, studying surroundings, email client and much more.
This should be plenty of Information for the average consumer…
…but in Case You really want To dig into the numbers, you can click into different areas of the report to get a more comprehensive breakdown.
You can find some real gems under These reports.
For example, the’View Mail’ tab also shows a click map, so You can see your subscribers interacted with your mails compared to one another.
Reports for automations are Accessible 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 interface, and many will find 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 review.
The great news? If you’ve used a visual workflow builder, then You’ll immediately feel at home here…
Much like the rest of MailerLite, That the automations interface is simple, clean and easy to navigate — something that certainly can not be said for every email marketing program.
After establishing your trigger, you can Start adding steps to your workflow.
These measures could be anything from sending an email, adding a Delay, a conditional split, or an act, like transferring a contributor or upgrading their records.
Here’s a simple workflow I set together, where subscribers Are unsubscribed when 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 not have any trouble with the vast majority of use cases.
Granted, it is not quite as Feature-rich as something like ActiveCampaign because it lacks a number of the conditional components. (Split, Go To, Goal, etc.)
For example, there’s currently no automation for moving Subscribers directly into another automation.
That being said, most of these actions can Nevertheless Be achieved by moving Subscribers into different classes that trigger new automation workflows. It is simply much less effective…. yet.
Another question of efficacy here is when creating new mails From the automation workflow builder.
After having an email cube to The workflow, you’ll be asked to add your subject line which then appears on the block itself.
From there, clicking on the’Design email’ button will fire up the Editor:
Now, you’ll be briefly Redirected to the standard campaign creation wizard, which I covered earlier in the review.
This time, however, once you’ve established your email, clicking on the ‘Done editing’ button will direct you back to the automations workflow rather than the usual sending options.
Finally, your email address will be Loaded into your automation.
A nice touch here is using a thumbnail preview of your Email inside your automation block, which means you can find an concept of what it contains at a glance.
While this procedure may seem like A grind on newspaper, it is actually much faster than what I’m utilized to with other email marketing tools — ActiveCampaign being a fantastic example.
On the other hand, if you’ve come over from something such as ConvertKit where The editor is loaded within the automations builder, so you’ll probably find this a downgrade in functionality.
It’s fast enough for me, Personally, however I guess it is all relative.
Before I wrap up this segment, there’s 1 Kind of automation You won’t find in MailerLite, and I think it’s important to highlight.
The ability to trigger an automation (or step) based on the way Readers interact with the pages on your site.
This Sort of behavioral targeting just is not accessible MailerLite right now, so if it’s something you use or intend to use, you might want to skip this one. Email Marketing Theory
The cost of MailerLite is among those tools biggest Selling points, and let us face it, most of us love a fantastic deal.
For starters, they offer an unlimited free plan that includes All attributes (including premium) for up to 1,000 subscribers.
While there is some subtle Branding on your mails using this plan, it is still an amazing option for those starting out.
And what about the premium programs?
It turns out, at around half the Cost of this rivalry on average, MailerLite is undoubtedly one of the cheapest options on the industry. Plus, if you are willing to pay yearly, you are also able to get an even greater discount.
In Reality, I haven’t been able to locate anything that does exactly the Exact Same job, cheaper.
MailerLite is one of those few email marketing tools to disrupt The (very crowded) industry in the last couple of decades, which is no simple feat.
While it is 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’ll seriously struggle to beat.
Thinking of giving it a twist? Let us know how it works for you From the comments. Email Marketing Theory