Intro How To Plan An Email Marketing Campaign
If I asked you to name an email Marketing instrument, what would you say? How To Plan An Email Marketing Campaign
MailChimp? Aweber? ActiveCampaign?
Like many online industries now, email marketing has been Dominated by the same large players for the previous 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 users to question their loyalties.
MailerLite has done exactly that.
So now, in this short article, I’ll be tearing MailerLite from limb To limb to find out if 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 principles
– Custom Fields for innovative email personalization
– Advanced Campaign kinds (auto-resend, A/B, etc.)
– Easy 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 in-depth reporting
– A Fraction of the price compared to most other options
– Strict Approval process
– Few email Templates accessible
– Very few Form templates available
– Can’t Create emails without leaving the visual workflow builder
– No Support for site monitoring How To Plan An Email Marketing Campaign
Like most email marketing providers these days, You’ll Need to Go through a review process before being able to correctly use the software.
When you first register, you’ll be asked to complete your profile.
This includes information such as your organization name, site, Industry, address, business size, record size and even the kind of material you plan to send.
Then, you need to verify your Website (or domain ).
This is still part of the approval process, and MailerLite will Simply ask which email is associated to this domain so they could email you a verification link.
Once you’ve completed those Measures, you’ll need to wait it out.
The MailerLite staff will review your application, assess your Website, and determine whether you’re a good fit for their service.
(In other words, they are making sure you are not a spammer/scammer)
As shown above, you’ll still be Able to utilize the software to make campaigns and play with the features, but you will not have the ability to send anything before accepted.
I was”partially” approved within a few hours, which gave me a Temporary limitation of 500 subscribers.
Here Is What the email said:
But while these steps aren’t ideal 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 The majority of your email advertising.
(We will get to automations soon, don’t worry.)
But whether it is a brand new blog article, podcast, or timely Announcement, there is always a reason to send a more instant email.
That is where’Campaigns’ come in.
Clicking the new’Produce Campaign’ will provide you several choices.
– Regular effort: 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, with the choice of changing the subject line and email content.
– RSS campaign: Produce a recurring campaign That sends fresh content to subscribers using your site’s RSS feed.
Aside from a few additional options, the Majority of these will follow The exact same step-by-step procedure of a standard effort.
So let us walk you through it.
As Soon as You click on to create your campaign, you’ll be requested to Select a preferred editor, whether that be the dragn’ drop, rich text or HTML.
You can change to the Templates tab and select from one of the pre-designed email templates — that will move you into the dragn’ drop editor by default.
In the time of writing, there are 21 email templates to select 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 select the first template in the library.
The editor is easy to work with, Making customizing these templates a 5-minute job.
You can also use the blocks in the sidebar to include distinct Types of content to your email, such as videos, merchandise columns, and social links.
After making your adjustments, simply click’Done Editing’ and you will Be taken to the recipients’ choices where you are able to choose your groups or sections.
The advanced tab also allows you To develop segment-like rules on-the-fly, in the event your targeting is not quite perfect.
Finally, right before sending, then you’ll get into the’Program’ screen.
This is where you control when your broadcast email should go Out, whether that’s immediately, at a set time/date, or in accordance with your readers time zones.
Impressive, right? How To Plan An Email Marketing Campaign
Handling Your Subscribers
Having granular control over your subscribers is arguably one of The most important aspects of any email marketing software now.
Because highly personalized campaigns Are Essential if You’re looking to increase opens, clicks, and, above all, your own conversions.
And while most providers Permit You to”label” subscribers in order To target them more effectively, MailerLite uses a slightly different strategy.
When you start up your subscriber dash, you’ll notice two Choices; Segments and Groups.
Segments are essentially principles.
Your readers belong to a segment only when they fulfill the Specified principles, and are automatically inserted or eliminated so.
Here is what setting up a rule looks like:
Notice the way you can also blend Principles, in addition to an alternate rule when the first doesn’t exist.
Pretty smart, eh?
The following tab is for groups, and despite 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.)
Unlike Segments, Groups are upgraded manually or via an Automation principle — which we’ll get to in a minute — and they don’t have any value besides what you actually call them.
As you Begin to use this stage, you’ll Start to understand Where Segments and Groups are typically used, but MailerLite delivers a hand in the event you’re uncertain:
Basically, groups are more of a Deliberate activity on a per-subscriber basis, whereas Segments allow you to bulge multiple subscribers 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.
Finally, the’Fields’ tab is used to customize your email copy.
You will notice that MailerLite has Already populated this area with their particular fields, such as name, business, and nation.
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 readers together with Your custom field data in separate columns… or may simply add these fields to your forms which will only apply to future readers.
Here’s a screenshot of a test area I created and added to a form:
I won’t go too much into the form Things here because I have an entire section on that below, but this is the strategy I’d recommend if you wanted to use this attribute.
Again, as Soon as You’ve gathered your custom field information from fresh Readers, you can 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 may use.
Overall, it’s reasonable to say MailerLite has their subscriber Direction and personalization features on stage. How To Plan An Email Marketing Campaign
If you are not impressed by what you’ve seen up to Now, then perhaps The webpage builder will tickle your fancy.
After choosing’Landing Pages’ in the forms page, you’ll be Able to select from 8 pre-designed templates.
Again, while the template choice Isn’t winning any awards, but it does offer a great foundation to work from if, like the majority people, you do not have that natural eye for design.
I went ahead and selected the’Lead Generation’ template, however They finally do the same task; collect an email address.
This time, the editor will Provide you 17 building blocks to Further build or alter your landing page.
Now, I have 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 elements like Hero segments, popup buttons, reviews and countdown timers.
No, it won’t be replacing landing Page builders like 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 marketing tools, MailerLite actually Provides a Decent pair of form building tools.
Also, but you can also create popups and landing pages Through this same interface, so there’s a whole lot to cover .
Let’s start 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 site to show it on specific pages.
Despite beginning super fundamental, the form designer allows you To personalize everything in the kind style, fields, background, title, input fields and, of course, the button.
Form text may also be edited directly, which gives you a chance To envision your own backup in real time.
It would’ve been nice to have Some templates, 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 how the Form functions, including adding additional 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, Which can replace the embedded kind also prevents users .
Last but surely not least, you Can check how your form screens on mobile by switching the toggle to responsive mode.
You won’t be able to make any layout changes here, but it makes Sense to test, nevertheless.
So that is an overview of the Embedded form but like I said before, you can also create popup forms in MailerLite.
While the majority of the installation 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 Comprehensive selection, they do provide a good base to work from and the editor is at least as easy to use for this form kind.
Clicking the’E-commerce’ template takes me into a preview Before moving to the editor.
Here, you’ll notice there are some new options under form types This time around:
Contemplating paid tools like Thrive Leads exist for ribbons and slide-in forms, it is pretty impressive to see this level of control over popup types.
And, as before, you can play with the styling options to get it Matched with your branding.
Finally, you can Select the near Behaviour 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.
This 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 effort Data in the main dashboard.
Here you’ll see everything from campaign open and click data, Subscriber development, automation analytics, and kind signups.
Clicking into any campaign will Give you specific coverage for that campaign.
This is where you’ll find a few statistics such as Unsubscribes, spam complaints, bounces, studying 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 for a more detailed breakdown.
You can find some real gems under These reports.
For example, the’View Mail’ tab also displays a click map, so It’s possible to see how your readers interacted with your emails compared to another.
Reports for automations are Accessible under the’Automations’ tab, even though I found to be less enlightening than campaign reports.
Here’s a Fast example:
Overall, MailerLite does a Stellar job with their reporting port, and many will find the available data more than enough to meet their needs.
What is email marketing with no dash of automation?
For many reading this, MailerLite’s automation capabilities Could easily make or break this review.
The good news? If you’ve used a visual workflow builder, then You’ll immediately feel at home here…
Much like the rest of MailerLite, The automations interface is easy, clean and easy to navigate — something that certainly can not be said for each and every email advertising software.
After establishing your trigger, you can Start adding steps to your workflow.
These measures 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 simple workflow I put together, where subscribers Are unsubscribed when they don’t open my email within 7 days.
There are countless Possibilities in regards to workflow automations like 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 such as ActiveCampaign since it lacks some of the conditional elements. (Split, Visit, Goal, etc.. )
For example, there’s now no automation for transferring Readers directly into a different automation.
That being said, the Majority of these actions can still be achieved by moving Subscribers into different groups that activate new automation workflows. It’s just not as efficient…. yet.
Another matter of efficacy here is when creating new emails In the automation workflow builder.
After adding an email block to The workflow, you will be asked to add your topic line which then 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 review.
This time, however, as Soon as You’ve created your email, clicking the ‘Done editing’ button will guide you back to the automations workflow rather than the usual sending options.
Finally, your email will probably be Loaded into your own automation.
A Wonderful touch here is using a thumbnail preview of your Email within your automation block, which means you can find an concept about what it contains at a glance.
While this procedure may seem like A grind on paper, it is really much faster than what I am used to with other email advertising 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 inside the automations builder, you will likely find that this downgrade in functionality.
It’s quick enough for me, Personally, but I guess it’s all relative.
Before I wrap up this section, there is one Kind of automation You won’t find in MailerLite, also that I think that it’s very important to highlight.
The ability to trigger an automation (or measure ) based on how Readers interact with the pages on your site.
This kind of behavioral targeting just isn’t accessible MailerLite right now, so if it’s something you use or intend to use, you might want to skip this one. How To Plan An Email Marketing Campaign
The Price of MailerLite is no doubt among those tools biggest Selling things, and let us face it, we all love a good bargain.
For starters, they offer an unlimited free plan that includes All attributes (including premium) for as many as 1,000 subscribers.
While there is some subtle Branding on your mails using this program, it is still an amazing option for anyone starting out.
And what about the premium plans?
It ends up, at approximately half the Cost of the competition generally, MailerLite is by far among the least expensive options on the market. Plus, if you’re willing to pay annually, you can also get an even better discount.
In Reality, I haven’t been able to find anything that does the same job, cheaper.
MailerLite is among the email advertising tools 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 virtually anything you can throw at it.
Overall, I find MailerLite strikes the best balance Between flexibility, simplicity and speed, and all at a price point you’ll seriously struggle to beat.
Thinking about giving it a spin? Let us know how it works for you In the comments. How To Plan An Email Marketing Campaign