Introduction How To Write An Email Marketing Strategy
When I asked you to name an email Marketing instrument, what would you say? How To Write An Email Marketing Strategy
MailChimp? Aweber? ActiveCampaign?
Like most online industries today, email advertising continues to be Dominated by the identical big players for the previous ten years. Which means they get encouraged very deeply and achieve a great deal of mindshare.
Now and then, however, an Underdog disrupts the market, inducing long-time users to question their loyalties.
MailerLite has done exactly that.
So now, in this review, I’ll be ripping MailerLite from limb To limb to find out whether it really stands its own 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.)
– Easy to Use email builder/template editor
– Practical Email components such as countdowns and product 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 solutions
– Strict Approval procedure
– Few email Templates available
– Very few Form templates available
– Can’t Create emails without leaving the visual workflow builder
– No Support for site tracking How To Write An Email Marketing Strategy
Like most email advertising providers Nowadays, 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, website, Business, address, business size, record size and even the type of content you intend to send.
Then, you need to verify your Website (or domain name).
This remains part of this approval process, and MailerLite will Simply ask which email is related to this domain so they could email you a verification link.
Once you’ve completed those Steps, you’ll need to wait it out.
The MailerLite staff will review your application, assess your Website, and ascertain whether you are a good fit 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 use the software to make campaigns and perform 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 limitation of 500 subscribers.
Here Is What the email said:
But while these steps are not perfect for getting started, it Does help prevent malicious users from hurting everybody’s deliverability.
If you’re anything like me, you’ll rely upon automations to Deal with The majority of your email marketing.
(We’ll get to automations shortly, do not worry.)
But if it is a brand new blog article, podcast, or timely Announcement, there’s always a reason to send a more immediate email.
That’s where’Campaigns’ come in.
Clicking the brand new’Produce Campaign’ will provide you several choices.
– Regular campaign: 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 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 readers using your website’s RSS feed.
Aside from a few additional options, the Majority of these will follow Exactly the same step-by-step process of a normal campaign.
So let’s walk you through it.
Once you click to create your effort, 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 choose from one of their pre-designed email templates — that will move you into the dragn’ drop editor .
At the time of writing, you’ll find 21 email templates to select From which is a little 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 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 utilize the cubes in the sidebar to add distinct Kinds of articles to your email, including videos, product columns, and societal connections.
After making your adjustments, just click’Done Editing’ and you’ll Be carried to the recipients’ choices where you are able to choose your classes or sections.
The tab also allows one To build segment-like rules on-the-fly, in the event your targeting is not quite right.
Finally, right before sending, then you’ll get into the’Program’ screen.
This is where you control if 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 An Email Marketing Strategy
Handling Your Clients
Possessing granular control over your readers is arguably one of The most important aspects of any email advertising program now.
Because highly personalized campaigns are necessary if You’re looking to increase opens, clicks, and, above all, your own conversions.
And while most providers Permit You to”label” readers in order To target them effectively, MailerLite uses a slightly different approach.
When you open up your subscriber dashboard, you’ll notice two Options; Segments and Groups.
Segments are essentially rules.
Your subscribers belong to a segment only when they fulfill the Specified principles, and are automatically inserted or removed so.
Here is what establishing a rule looks like:
Notice how you can even combine Principles, as well as an alternate rule when the first doesn’t exist.
Pretty smart, eh?
The following tab is for groups, and despite the difference in name, These act much like your normal”tagging” system.
(MailerLite even debated Changing the name to’Tags’, but ultimately decided against it)
Contrary to Segments, Groups are updated manually or via an Automation rule — that we’ll get into in a moment — and they have no value aside from what you actually call them.
As you Begin to use this platform, you’ll Start to understand Where Segments and Groups are generally used, however, MailerLite offers a hand in the event you’re unsure:
Basically, groups are more of a Deliberate action on a per-subscriber basis, whereas Segments allow you to bulge multiple contributors collectively according to a common denominator.
Somewhat confusing, I will admit… but I believe it is a fair trade-off For the added flexibility. In any case, they’re optional.
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, company, and country.
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 subscribers together with Your custom field data in separate columns… or can easily add these fields to a types which will only apply to prospective readers.
Here’s a screenshot of a test area I made and added to a form:
I won’t go too much into the shape Stuff here because I have a whole section on that below, but this is the approach I’d recommend if you wished to use this attribute.
Again, as Soon as You’ve gathered your custom field data from fresh Readers, 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’m barely scratching the surface Of what’s possible with custom fields, but it is important to know that this is a feature you can use.
Overall, it is fair to state MailerLite has their subscriber Management and personalization features on point. How To Write An Email Marketing Strategy
If you’re not impressed by what you have seen up to Now, then maybe The page builder will tickle your fancy.
After selecting’Landing Pages’ from the forms page, 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 fantastic base to work from if, for example the majority people, you do not have that natural eye for layout.
I went ahead and chosen the’Lead Generation’ template, however They ultimately do the identical job; accumulate an email address.
This time, the editor will Provide you 17 building blocks to Further build or change your landing page.
Now, I’ve used my fair share of Visual page builders, and this is already better than a few dedicated alternatives *Infection * WPBakery.
Along with the fundamental building blocks, you can use components like Hero sections, popup buttons, testimonials and countdown timers.
It won’t be replacing landing Page builders like Thrive Architect or LeadPagesanytime shortly, but credit where credit due, this thing over-delivers on all 3 kind types.
Form Builder Tool
Unlike some email advertising tools, MailerLite really offers a Decent pair of type building tools.
Also, but you can also create popups and landing pages Through this exact same interface, so there is a whole lot to cover here.
Let’s begin 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 display it on specific pages.
Despite beginning super basic, the form designer allows you To customize everything from the form style, subjects, background, name, enter fields and, clearly, the button.
Form text can also be edited directly, which gives you a Opportunity To visualize your backup in real time.
It would have been nice to have Some templates, but as you know, there is more to a form than just its appearance.
Clicking on the’Settings’ tab will Make It Possible for you to configure how the Form works, such as adding extra fields and setting a custom success page.
(There’s a GDPR compliance alternative. Sweet.)
And talking of the success webpage…
…MailerLite also lets you customize the default message, That will replace the embedded kind also prevents users .
Last but surely not least, you Can assess how your form screens on mobile by shifting the toggle to responsive mode.
You won’t be able to make any layout changes , but it makes Sense to test, nevertheless.
So that is an overview of the Embedded form but as I said before, you can even create popup forms in MailerLite.
While the majority of this installation process is identical, there are 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 selection, they do offer a fantastic foundation to work from and the editor is just as simple to use with this form type.
Clicking on 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 such as Thrive Leads exist for both ribbons and slide-in forms, it’s pretty impressive to see this amount 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 choose the near Behaviour of your type 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 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 campaign Data in the dashboard.
Here you’ll see everything from effort open and click info, Subscriber development, automation analytics, and kind signups.
Clicking into any effort will Give you special reporting for that campaign.
This is where you’ll find some more advanced statistics such as Unsubscribes, spam complaints, bounces, reading 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 different areas of the report for a more comprehensive breakdown.
You can find some real gems beneath These reports.
By Way of Example, the’View Mail’ tab also displays a click map, so You can see how your subscribers interacted with your emails compared to one another.
Reports for automations are also Available under the’Automations’ tab, though I found to be less insightful than effort reports.
Here’s a quick example:
Overall, MailerLite does a Stellar job with their reporting port, and most will find the available statistics more than sufficient to meet their demands.
What’s email marketing with no dashboard of automation?
For most reading this, MailerLite’s automation capabilities Could easily make or break this particular review.
The great news? If you’ve ever used a visual workflow builder, then You’ll instantly feel at home here…
Much like the rest of MailerLite, The automations interface is easy, clean and simple to navigate — something that certainly can not be said for each and every email marketing program.
After establishing your trigger, you can begin adding steps to your workflow.
These steps could be anything from sending an email, including a Postpone, a conditional split, or an action, such as transferring a subscriber 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 in regards to workflow automations like this, and MailerLite ought to not have any trouble with the huge 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 Instance, there’s now no automation for moving Subscribers directly into a different automation.
That being said, the Majority of these activities can Nevertheless Be achieved by moving Subscribers into various groups that activate new automation workflows. It’s just not as 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 put in your topic 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 earlier in the critique.
This time, however, once you’ve created your email, clicking on the ‘Done editing’ button will direct you back into the automations workflow rather than the usual sending alternatives.
Ultimately, your email will probably be Loaded into your own automation.
A nice touch here is having a thumbnail preview of your Email inside your automation cube, which means it’s possible to get an concept about what it contains at a glance.
While this procedure may seem like A grind on paper, it is actually much faster than what I am used to with other email advertising tools — ActiveCampaign being a great example.
On the other hand, if you have come over from something like ConvertKit where The editor is loaded within the automations builder, so you’ll likely find that this downgrade in performance.
It’s fast enough for me, Personally, but I guess it is all relative.
Before I wrap up this segment, there is one Kind 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 the way Readers interact with the webpages on your website.
This Sort of behavioral targeting only is not available in MailerLite right now, so if it’s something you use or plan to utilize, you may want to skip this one. How To Write An Email Marketing Strategy
The cost of MailerLite is undoubtedly among 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 attributes (including premium) for as many as 1,000 subscribers.
While there is some subtle Branding in your emails using this program, it’s still an wonderful option for those starting out.
And what about the premium programs?
It turns out, at approximately half the Cost of the competition on average, MailerLite is undoubtedly one of the least expensive options on the market. Plus, if you’re ready to pay annually, you are also able to get a much greater discount.
In Reality, I have not been able to find anything that does the same job, cheaper.
MailerLite is among the very few marketing tools The (very crowded) sector in recent years, and that’s 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 best balance Between flexibility, speed and simplicity, and at a price point you will seriously struggle to beat.
Thinking of giving it a spin? Let us know how it works for you In the comments. How To Write An Email Marketing Strategy