Background Inbound Email Marketing Strategy
When I asked you to name an email Marketing tool, what would you say? Inbound Email Marketing Strategy
MailChimp? Aweber? ActiveCampaign?
Like most online businesses today, email advertising continues to be Dominated by the same large players for the last ten years. Which means they get promoted very heavily and achieve a great deal of mindshare.
Now and then, however, an Underdog disrupts the marketplace, causing long-time customers to question their loyalties.
MailerLite has done precisely that.
So today, in this short article, I will be tearing 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 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 Use email builder/template editor
– Practical Email elements for example countdowns and merchandise boxes
– Intuitive Type, popup and landing page builder
– Supports Automations using visual workflows
– Offers Both readable and in-depth reporting
– A Fraction of the cost compared to most other options
– Strict Approval procedure
– Few email Templates accessible
– Very few Form templates accessible
– Can’t Create emails without leaving the visual workflow builder
– No Support for site monitoring Inbound Email Marketing Strategy
Like most email advertising 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 finish your profile.
This includes information such as your company name, site, Industry, address, company size, list size and even the type of content you intend to send.
Then, You Have to confirm your Site (or domain name).
This is still part of this approval process, and MailerLite will Simply ask which email is associated to this domain so they can email you a verification link.
Once you’ve completed those Steps, you ought to wait it out.
The MailerLite staff will review your application, check your Website, and determine whether you’re a good fit for their services.
(In other words, they are making sure you’re not a spammer/scammer)
As revealed above, you’ll nevertheless be Able to use the software to create campaigns and perform with the attributes, but you won’t 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’s what the email said:
However, while these measures aren’t ideal for getting started, it Does help stop unscrupulous users from hurting everybody’s deliverability.
If you’re anything like me, you’ll rely upon automations to handle The majority of your email advertising.
(We’ll get to automations shortly, do not worry.)
But if it is a brand new blog article, podcast, or timely Announcement, there is always some excuse to send a more instant email.
That’s where’Campaigns’ come in.
Clicking the brand new’Produce Campaign’ will provide you several choices.
– Regular effort: A traditional broadcast email.
– A/B split campaign: Multiple email Versions, including subject line, from name and, yes, even content. (Woop!)
– Auto resend: Resend to subscribers who Do not open your broadcast email, with the option of altering the subject line and email content.
– RSS campaign: Create a recurring campaign That sends new content to subscribers using your site’s RSS feed.
Apart from a few additional choices, the Majority of these will follow 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 effort, you’ll be asked to Pick a favorite editor, whether that’s the dragn’ drop, rich text or HTML.
You can change to the Templates tab and select from among their pre-designed email templates — that will move you to the dragn’ drop editor .
In the time of writing, there are 21 email templates to select From which is a little on the low side, but the designs are super modern.
And, of course, if you’d just Prefer to reuse a previous email, you can click on the’Recent Emails’ tab.
For this instance, I’ll select the first template in the library.
The editor is easy to use, Which makes viewing these templates a 5-minute job.
You can also utilize the cubes in the sidebar to include different Types of content to your email, including videos, merchandise columns, and societal connections.
After making your changes, just click’Done Editing’ and you’ll Be carried to the recipients’ options where you can choose your groups or sections.
The tab also allows one 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’Schedule’ screen.
This is where you control if your broadcast email should go Out, if that’s immediately, at a set time/date, or in accordance with your subscribers time zones.
Impressive, right? Inbound Email Marketing Strategy
Handling Your Clients
Having granular control over your subscribers is arguably among The most important facets of any email marketing software today.
Because highly personalized campaigns are necessary if You are looking to increase opens, clicks, and, most importantly, your own conversions.
And while many providers allow you to”tag” subscribers 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 fulfill the Specified principles, and will be automatically added or removed so.
Here is what setting up a rule looks like:
Notice the way you can also blend Rules, as well as another rule if the first does not exist.
Pretty smart, eh?
The next tab is for groups, and also the difference in title, These behave much like your normal”tagging” system.
(MailerLite even debated Changing the title to’Tags’, but ultimately decided against it)
Unlike Segments, Groups are updated manually or through an Automation principle — which we’ll get into in a moment — and they have no value besides what you call them.
As you start to use this platform, you’ll Start to understand Where Segments and Groups are generally used, but MailerLite offers a hand in case you’re unsure:
Basically, groups are much more of a Deliberate activity on a per-subscriber foundation, whereas Segments permit you to lump multiple subscribers together based on a common denominator.
A tad confusing, I will admit… but I believe it’s a fair trade-off For the additional flexibility. Besides, they are discretionary.
Finally, the’Fields’ tab is used to personalize your email copy.
You’ll notice that MailerLite has Already populated this region with their own fields, such as title, company, and country.
If you want to create your own custom fields, you can do so 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 can easily add these fields to your forms which will only apply to future readers.
Here’s a screenshot of a test field I made and added into a form:
I will not go too much to the form Things here because I have an entire section on this below, but this is the approach I’d recommend if you wished to use this feature.
Again, once you’ve gathered your custom field information from new Subscribers, you are able to pull them into your email content and subject line.
Just click on the’Personalization’ drop down and choose your Customized field.
I am barely scraping the surface Of what is possible with custom fields, but it is important to know that this is a feature you can use.
Overall, it’s reasonable to say MailerLite has their subscriber Direction and personalization features on stage. Inbound Email Marketing Strategy
If you’re not impressed by what you’ve seen so far, then maybe The webpage builder will tickle your fancy.
After choosing’Landing Pages’ in the forms page, you’ll be Able to pick from 8 pre-designed templates.
Again, while the template choice Isn’t winning any awards, it will offer a great base to work from if, for example the majority of us, you do not have that pure eye for design.
I went ahead and selected the’Lead Generation’ template, however They finally do the identical job; 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 this is already better than some dedicated solutions *Infection * WPBakery.
Along with the fundamental building blocks, you can use components like Hero segments, popup buttons, testimonials 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 three form types.
Form Builder Tool
Unlike some email advertising tools, MailerLite really Provides 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 lot to cover here.
Let’s start with your Bog-standard embedded form.
These forms are first created inside MailerLite so as to get An embed code, which you can then put on your site to display it on particular pages.
Despite beginning super basic, the form designer lets you To customize everything in the kind style, subjects, background, name, input 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, but as you know, there is more to a form than simply its appearance.
Clicking the’Settings’ tab will Make It Possible for you to configure how the Form works, including adding extra fields and establishing a custom success page.
(There is even a GDPR compliance option. Sweet.)
And talking of the success page…
…MailerLite also lets you customize the default message, Which can replace the embedded kind also prevents users from redirecting.
Last but surely not least, you Can assess how your form displays on cellular by shifting the toggle to reactive mode.
You won’t be able to make any design changes , but it makes Sense to check, nevertheless.
So that is an overview of this Embedded form but like I said before, you may also create popup forms in MailerLite.
While the majority of the installation Procedure is identical, there are 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 at least as simple to use with this form kind.
Clicking the’E-commerce’ template requires 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 ribbons and slide-in forms, it is pretty impressive to observe this level of control over popup forms.
And, as before, you can perform with the styling options to get it Matched up with your own branding.
Finally, you can choose the near 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 .
That is where most email Marketing platforms would render you, but MailerLite has yet another 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 special reporting for this campaign.
This is where you’ll find some statistics such as Unsubscribes, spam complaints, bounces, reading environment, 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 under These reports.
For example, the’View Mail’ tab also shows a click map, so It’s possible to see your readers interacted with your mails in relation to another.
Reports for automations will also be Available under the’Automations’ tab, even although I found 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 statistics more than sufficient to fulfill their needs.
What is email advertising without a dashboard of automation?
For most reading this, MailerLite’s automation capabilities Could easily make or break this review.
The great news? If you’ve used a visual workflow builder, 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’t be said for each and every email marketing program.
After setting 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 act, like 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 7 days.
There are countless Possibilities when it comes 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 such as ActiveCampaign since it lacks a number of the conditional components. (Split, Visit, Goal, etc.. )
For example, there’s currently no automation for moving Readers directly into a different automation.
That being said, the Majority of these activities can still be achieved by moving Subscribers into different groups that trigger new automation workflows. It’s simply much less effective…. yet.
Another matter of efficiency here is when generating new emails In the automation workflow builder.
After having an email block to The workflow, you’ll be asked to add your topic line which appears on the block itself.
From there, clicking on the’Design email’ button will fire up the Writer:
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 created your email, clicking on the ‘Done editing’ button will direct you back to the automations workflow rather than the usual sending alternatives.
Finally, your email address will probably be Loaded into your own automation.
A nice touch here is having a thumbnail preview of your Email within your automation block, which means it’s possible to find an idea of what it contains at a glimpse.
While this procedure may seem like A grind on newspaper, it’s really much faster than what I’m utilized to with other email advertising tools — ActiveCampaign being a great example.
On the other hand, if you’ve come over from something such as ConvertKit where The editor is loaded inside the automations builder, so you will probably find this a downgrade in performance.
It’s quick enough for me, Personally, but I guess it is all relative.
Before I wrap up this section, there is 1 Kind of automation You won’t find in MailerLite, and that I think that it’s very important to highlight.
The ability to trigger an automation (or measure ) based on the way Readers interact with the webpages on your website.
This Sort of behavioral targeting just is not accessible MailerLite at this time, so if it’s something you use or plan to utilize, you might want to skip this one. Inbound Email Marketing Strategy
The Price of MailerLite is no doubt among the tools largest Selling things, and let us face it, most of us love a good deal.
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 in your mails using this plan, it’s still an wonderful alternative for those starting out.
And what about the top programs?
It turns out, at approximately half of the Price of this competition generally, MailerLite is undoubtedly among the cheapest options on the market. Plus, if you’re ready to pay yearly, you can also get an even greater discount.
In Reality, I have not been able to locate anything that does the same job, cheaper.
MailerLite is one of the few email advertising tools to disrupt The (very crowded) industry in recent years, which is no easy 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.
Overall, I find MailerLite strikes the best balance Between flexibility, speed and simplicity, and all at a price point you’ll seriously struggle to beat.
Thinking of giving it a twist? Let us know how it works for you In the remarks. Inbound Email Marketing Strategy