Introduction How To Write A Direct Marketing Email
When I asked you to name an email Marketing tool, what could you say? How To Write A Direct Marketing Email
MailChimp? Aweber? ActiveCampaign?
Like most online industries now, email marketing has been Dominated by the identical large players for the previous decade. Which means they get encouraged very deeply and accomplish a great deal of mindshare.
Now and then, however, an Underdog disrupts the marketplace, inducing long-time users to question their loyalties.
MailerLite has done exactly that.
So now, in this short article, I will be ripping MailerLite from limb To limb to find out if 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 principles
– 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 Type, popup and landing page builder
– Supports Automations using visual workflows
– Offers Both readable and comprehensive reporting
– A Fraction of the price compared to most other solutions
– Strict Approval procedure
– Few email Templates available
– Very few Form templates accessible
– Can’t Create mails without leaving the visual workflow builder
– No Support for site monitoring How To Write A Direct Marketing Email
Like most email advertising 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 complete your profile.
This includes information like your company name, site, Business, address, company size, record size and even the kind of material you intend to send.
Then, you need to confirm your Website (or domain name).
This remains part of this acceptance process, and MailerLite will Simply inquire which email is associated to that domain so they could email you a confirmation link.
Once you’ve completed these Measures, you’ll need to wait it out.
The MailerLite staff will review your application, check your Website, 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 revealed above, you’ll still be Able to utilize the software to make campaigns and perform with the attributes, but you will not have the ability to send anything until approved.
I was”partially” approved within a few hours, which gave me a Temporary limit of 500 subscribers.
Here Is What the email said:
However, while these steps aren’t perfect for getting started, it Does help stop malicious 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, do not worry.)
But if it is a new blog post, podcast, or timely Announcement, there’s always some excuse to send a more instant email.
That’s where’Campaigns’ come in.
Clicking the brand new’Produce Campaign’ will give you several choices.
– Regular effort: A traditional broadcast email.
– A/B split effort: Multiple email Variations, such as subject line, from title and, yes, even email content. (Woop!)
– Auto resend: Resend to readers who Do not open your broadcast email, with the choice of changing the subject line and email articles.
– RSS effort: Produce a recurring campaign That sends new content to readers using your website’s RSS feed.
Aside from a few added choices, the Majority of these will follow Exactly the exact same step-by-step procedure of a standard campaign.
So let us walk you through it.
As Soon as You click on to create your campaign, you’ll be requested to Select a favorite editor, whether that’s 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, you’ll find 21 email templates to select 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, Which makes viewing these templates a 5-minute job.
You can also use the blocks in the sidebar to add different Types of content to your email, including videos, merchandise columns, and social links.
After making your changes, just click’Done Editing’ and you’ll Be taken to the recipients’ choices where you are able to select your classes or sections.
The tab also allows one To build segment-like rules on-the-fly, in case your targeting isn’t quite perfect.
Finally, right before sending, then you’ll get to 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 according to your readers time zones.
Impressive, right? How To Write A Direct Marketing Email
Handling Your Subscribers
Possessing granular control over your readers is arguably among The most essential aspects of any email advertising program now.
Because highly personalized efforts are necessary if You’re looking to increase clicks, opens, and, most importantly, your own conversions.
And while many providers Permit You to”label” readers in order To target them effectively, MailerLite utilizes a slightly different strategy.
When you open up your subscriber dash, you’ll see two Options; Segments and Groups.
Segments are basically principles.
Your readers belong to a section only when they meet the Specified principles, and will be automatically inserted or eliminated so.
Here’s what setting up a rule looks like:
Notice the way you can also combine Rules, as well as 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 usual”tagging” system.
(MailerLite even debated Changing the title to’Tags’, but finally decided against it.)
Contrary to Segments, Groups are updated manually or through an Automation principle — which we will get to in a minute — and they have no value aside from what you call them.
As you Begin to use this platform, you’ll Start to understand Where Segments and Groups are generally used, however, MailerLite delivers a hand in the event you’re unsure:
Basically, groups are much more of a Deliberate activity on a per-subscriber foundation, whereas Segments allow you to lump multiple contributors collectively based on a frequent denominator.
Somewhat confusing, I will admit… but I feel it’s a fair trade-off For the added flexibility. Besides, they are optional.
Finally, the’Fields’ tab is used to personalize your email copy.
You will notice that MailerLite has Already populated this area with their particular areas, such as title, business, 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 readers along with Your custom field information in distinct columns… or may simply add these fields to a forms which will only apply to prospective subscribers.
Here’s a screenshot of a test area I created and added to a form:
I won’t go too much to the form Stuff here since I have an entire section on that below, but this is the approach I’d recommend if you wished to use this feature.
Again, as Soon as You’ve collected your custom field information from new Readers, you are able to 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 understand that this is a feature you may use.
Overall, it’s reasonable to say MailerLite has their subscriber Direction and personalization features on point. How To Write A Direct Marketing Email
If you’re not impressed with what you have seen up to Now, then maybe The webpage builder will tickle your fancy.
After selecting’Landing Pages’ from the forms page, then you will be Able to select 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 people, you don’t have that natural eye for layout.
I went ahead and selected the’Lead Generation’ template, however They all ultimately do the same job; collect an email address.
This time, the editor will Provide you 17 building blocks to Further construct or change your landing page.
Now, I’ve used my fair share of Visual site builders, and it is already better than some dedicated solutions *Infection * WPBakery.
Along with the fundamental building blocks, you can use elements like Hero sections, popup buttons, reviews and countdown timers.
It won’t be replacing landing Page builders like Thrive Architect or even LeadPagesanytime shortly, but credit where credit due, this thing over-delivers on all 3 form types.
Form Builder Tool
Unlike some email marketing tools, MailerLite really offers a Adequate pair of form building tools.
Also, but you can also create popups and landing pages Through this exact same interface, so there is a lot to cover here.
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 put on your site to show it on specific pages.
Despite starting off super basic, the form designer lets you To customize everything in the form style, fields, background, name, enter fields and, of course, the button.
Form text can also be edited directly, which Provides you a Opportunity To visualize your backup in real time.
It would have been nice to have Some templates here, but as you know, there’s more to some form than simply its physical appearance.
Clicking the’Settings’ tab will Make It Possible for you to configure how the Form functions, such as adding extra fields and establishing a custom success page.
(There’s a GDPR compliance option. Sweet.)
And speaking of the success page…
…MailerLite also lets you customize the default message, That will replace the embedded kind and prevents users .
Last but certainly not least, you Can assess how your form screens on cellular by switching the toggle to responsive mode.
You won’t Have the Ability to make any layout changes , but it makes Sense to check, nevertheless.
So that is an overview of this Embedded form but as I said before, you may also create popup forms in MailerLite.
While the Vast Majority of this installation Procedure is identical, there are 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 fantastic 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 to the editor.
Here, you’ll notice there are some new options under form types This time around:
Considering paid tools like Thrive Leads exist for both ribbons and slide-in forms, it’s pretty impressive to observe this amount of control over popup types.
And, as before, you can perform the styling options to get it Matched with your own branding.
Finally, you can Select the near Behavior of your form under the’Settings’ tab.
The default option is that the X icon, but you can swap this out for A”No thanks” text choice, or have both.
That is really where most email Marketing platforms will render you, but MailerLite has yet another trick up its sleeve.
Reporting & Analytics
Like most tools, you’ll find a summary of your campaign Data in the main dashboard.
Here you’ll see everything from effort open and click data, Subscriber development, automation stats, and kind signups.
Clicking into any campaign will Give you special reporting for that effort.
This is where you’ll discover some statistics such as Unsubscribes, spam complaints, bounces, studying environment, email client and more.
This should be plenty of Information for the ordinary consumer…
…but if you really want To dig into the numbers, you can click into individual areas of the report to get a more detailed breakdown.
You can find some real gems under These reports.
By Way of Example, the’View Email’ tab also shows a click map, so You can see your subscribers interacted with your emails in relation to another.
Reports for automations are Available under the’Automations’ tab, even although I found these to be less enlightening than campaign reports.
Here’s a Fast example:
Total, MailerLite does a Stellar job with their reporting port, and many will get the available data more than enough to meet their needs.
What’s 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, The automations interface is simple, clean and easy to navigate — something which certainly can’t be said for each and every email marketing software.
After setting your trigger, you can begin adding measures to your workflow.
These measures could be anything from sending an email, adding a Postpone, a bubble break, or an act, such as moving a contributor or upgrading their records.
Here’s a straightforward workflow I set together, where subscribers Are unsubscribed when they don’t open my email within seven days.
There are countless Possibilities in regards to workflow automations similar to this, and MailerLite should have no trouble with the vast 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 now no automation for moving Readers directly into a different automation.
That being said, most of these activities can still be achieved by moving Subscribers into various groups that trigger new automation workflows. It is just not as effective…. yet.
Another question of efficacy here is when creating new mails In the automation workflow builder.
After having an email block to The workflow, you will be asked to put in your topic line which appears on the block itself.
From there, clicking the’Design email’ button will fire up the Writer:
Now, you’ll be temporarily Redirected to the standard campaign creation wizard, which I covered previously in the critique.
This time, but as Soon as You’ve created your email, clicking the ‘Done editing’ button will direct you back into the automations workflow instead of the usual sending options.
Ultimately, your email address will probably be Loaded into your automation.
A nice touch here is using a thumbnail preview of your Email inside your automation cube, so it’s possible to get an idea 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 used to with other email advertising tools — ActiveCampaign being a great 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 will likely find this a downgrade in functionality.
It is quick enough for me, Personally, however I guess it’s all relative.
Before I wrap up this section, there is 1 type of automation You will not find in MailerLite, and that I think it’s very important to highlight.
The ability to trigger an automation (or step) based on how Subscribers interact with all the webpages on your website.
This Sort of behavioral targeting just isn’t accessible MailerLite right now, so if it’s something you use or plan to use, you might want to skip this one. How To Write A Direct Marketing Email
The Price of MailerLite is one of those tools biggest Selling points, and let us face it, we all love a fantastic bargain.
For starters, they offer an unlimited free plan that includes All features (including premium) to get as many as 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 around half of the Cost of the competition on average, MailerLite is by far among the cheapest options on the market. Plus, if you are willing to pay annually, you are also able to get a much greater discount.
In Reality, I haven’t been able to find anything that does exactly the same job, cheaper.
MailerLite is among the email advertising tools The (very crowded) industry in recent decades, which is no easy feat.
While it’s not as quickly as ConvertKit, or as feature-rich As ActiveCampaign, or as template-heavy as MailChimp, it performs exceptionally well at virtually anything you can throw at it.
I find MailerLite strikes the perfect balance Between flexibility, speed and simplicity, and at a price point you’ll seriously struggle to conquer.
Thinking of giving it a twist? Let us know how it works for you In the comments. How To Write A Direct Marketing Email