Background Optimizing Email Marketing For Conversions
When I asked you to name an email Marketing instrument, what could you say? Optimizing Email Marketing For Conversions
MailChimp? Aweber? ActiveCampaign?
Like most online industries now, email marketing has been Dominated by the same big 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 market, causing long-time users to question their loyalties.
MailerLite has done precisely that.
So today, in this review, I will be tearing MailerLite from limb To limb to see whether 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.. )
– 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 using 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 accessible
– Very few Form templates accessible
– Can’t Create mails without leaving the visual workflow builder
– No Support for website monitoring Optimizing Email Marketing For Conversions
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 sign up, you’ll be asked to complete your profile.
This includes information such as your organization name, website, Industry, address, business size, list size and even the kind of material you plan to send.
Then, You Have to verify your Website (or domain name).
This is still part of this approval process, and MailerLite will Simply inquire which email is associated to that domain so they can email you a verification link.
Once you’ve completed these Measures, you ought to wait it out.
The MailerLite team will review your application, check your Website, and determine whether you are a good fit for their service.
(Quite simply, 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 perform with the features, but you will not be able to send anything before approved.
I was”partially” approved within a few hours, which gave me a Temporary limitation of 500 subscribers.
Here Is What the email said:
However, while these measures are not ideal for getting started, it Does help stop unscrupulous users from hurting everybody’s deliverability.
If you are anything like me, you’ll rely on automations to handle Nearly all your email advertising.
(We’ll get to automations soon, do not worry.)
But if it is a new blog post, podcast, or timely Announcement, there is always a reason to send a more immediate email.
That is where’Campaigns’ come in.
Clicking the new’Create Campaign’ will give you several options.
– Regular effort: A Conventional broadcast email.
– A/B split campaign: Multiple email Versions, such as subject line, from title and, yes, even email content. (Woop!)
– Auto resend: Resend to readers who Don’t start your broadcast email, together with the option of changing the subject line and email content.
– RSS effort: Produce a recurring campaign That sends new content to subscribers 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 process of a standard campaign.
So let’s walk you through it.
Once you click on to create your effort, you’ll be asked to Select a preferred editor, whether that’s the dragn’ drop, rich text or HTML.
You can switch to the Templates tab and choose from among their pre-designed email templates — which will move you to the dragn’ drop editor by default.
In the time of writing, you’ll find 21 email templates to select From which is somewhat on the low side, but the designs 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’ll select the first template from the library.
The editor is easy to use, Making customizing these templates a 5-minute job.
You can also use the blocks in the sidebar to include different Kinds of content to your email, such as videos, merchandise columns, and societal links.
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 you To build segment-like rules , in case your targeting isn’t quite perfect.
Finally, 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 according to your readers time zones.
Impressive, right? Optimizing Email Marketing For Conversions
Managing Your Subscribers
Possessing granular control over your readers is arguably one of The most essential facets of any email advertising software today.
Because highly personalized efforts Are Essential if You are searching to increase clicks, opens, and, above all, your conversions.
And while most providers allow you to”label” readers in order To target them effectively, MailerLite uses a slightly different strategy.
When you open up your subscriber dashboard, you’ll see two Choices; Segments and Groups.
Segments are basically rules.
Your readers belong to a section only when they fulfill the Specified principles, and are automatically added or removed accordingly.
Here’s what setting up a rule looks like:
Notice the way you can even combine Principles, as well as an alternate rule when the first does not exist.
Pretty smart, eh?
The next tab is for groups, and also 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)
Unlike Segments, Groups are upgraded manually or via an Automation principle — that we will get to in a moment — and they don’t have any value aside from what you actually call them.
As you Begin to use this platform, you’ll begin to understand At which Segments and Groups are typically used, however, MailerLite delivers a hand in case you’re unsure:
Fundamentally, groups are more of a Deliberate activity on a per-subscriber foundation, whereas Segments allow you to lump multiple subscribers collectively according to a common denominator.
Somewhat confusing, I’ll admit… but I feel it’s a fair trade-off For the additional flexibility. In any case, they are optional.
Last, the’Fields’ tab is used to personalize your email copy.
You will notice that MailerLite has Already populated this area with their own areas, such as name, business, and nation.
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 record 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 future readers.
Here’s a screenshot of a test field I made and added into a form:
I won’t go too much into the form Stuff here since I have a whole section on that below, but this is the approach I would recommend if you wanted to use this feature.
Again, once you’ve collected your custom field information from fresh Readers, you are able to pull them into your email content and subject line.
Just click the’Personalization’ drop down and select your Customized field.
I am barely scraping the surface Of what is possible with custom fields, but it’s important that you know that this is a feature you can use.
Overall, it’s fair to say MailerLite has their contributor Management and personalization features on stage. Optimizing Email Marketing For Conversions
If you are not impressed by what you’ve seen up to Now, then maybe The page 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 Is not winning any awards, but it will offer a great foundation to work from if, for example the majority people, you don’t have that natural eye for layout.
I went ahead and chosen the’Lead Generation’ template, though They ultimately 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 page builders, and it is already better than some dedicated alternatives *cough* WPBakery.
Along with the basic building blocks, you can use elements like Hero sections, popup buttons, testimonials and countdown timers.
No, it will not be replacing landing Page builders like Thrive Architect or LeadPagesanytime soon, but credit where credit due, this thing over-delivers on all three form types.
Form Builder Tool
Unlike some email marketing tools, MailerLite really offers a Adequate pair of type building tools.
Not only that, but you can also create popups and landing pages Through this same interface, so there’s a whole lot to cover .
Let us begin with your Bog-standard embedded form.
These forms are first created inside MailerLite in order 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 form style, subjects, background, title, input fields and, of course, the button.
Form text can also be edited directly, which gives you a chance To envision your own copy 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 allow you to configure the way the Form functions, such as adding extra fields and establishing a custom success page.
(There is a GDPR compliance option. Sweet.)
And talking of the success webpage…
…MailerLite also enables you to customize the default message, Which will replace the embedded form also prevents users from redirecting.
Last but certainly not least, you Can assess the way your form displays on mobile by switching the toggle to reactive mode.
You won’t be able to make any layout changes , but it makes Sense to test, nevertheless.
So that’s an overview of this Embedded form but like I said before, you may also create popup forms in MailerLite.
While the majority of the setup Procedure is identical, you will find 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 Comprehensive selection, they do offer a good base to work from and the editor is just as easy to use with this form kind.
Clicking on the’E-commerce’ template takes 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 like Thrive Leads exist for both ribbons and slide-in forms, it’s pretty impressive to see this level of control over popup types.
And, like before, you can perform the styling options to get it Matched with your branding.
Finally, you can Select the close 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 .
That is really 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 Statistics in the main dashboard.
Here you’ll see everything from campaign open and click data, Subscriber development, automation stats, and form signups.
Clicking into any campaign will Give you specific reporting for that effort.
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 average user…
…but in Case You really want To dig into the numbers, you can click into individual areas of this report to get 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 exactly how your readers interacted with your mails in relation to another.
Reports for automations are also Accessible under the’Automations’ tab, though I found these to be less insightful than campaign reports.
Here’s a Fast example:
Overall, 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 advertising without a dashboard of automation?
For many reading this, MailerLite’s automation capabilities Could simply make or break this review.
The good news? If you have used a visual workflow builder, You will 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 advertising program.
After establishing your trigger, you can begin adding measures to your workflow.
These steps can be anything from sending an email, including a Postpone, a bubble break, or an act, like moving a contributor or upgrading their records.
Here’s a straightforward workflow I put together, where subscribers Are unsubscribed when they don’t open my email within seven days.
There are countless Possibilities when it comes to workflow automations similar to this, and MailerLite should have no trouble with the huge majority of use cases.
Granted, it’s not quite as Feature-rich as something like ActiveCampaign since it lacks a number of the conditional elements. (Split, Go To, Goal, etc.)
For Instance, there’s now no automation for moving Subscribers directly into a different automation.
That being said, most of these actions can Nevertheless Be achieved by moving Subscribers into different groups that activate new automation workflows. It’s just much less effective…. yet.
Another question of efficiency here is when creating new mails From the automation workflow builder.
After adding an email cube 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 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, once you’ve established your email, clicking on the ‘Done editing’ button will guide you back to the automations workflow rather than the usual sending alternatives.
Finally, 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 you can find an idea about what it contains at a glance.
While this procedure may seem like A grind on newspaper, it’s really much faster than what I’m used to with other email marketing tools — ActiveCampaign being a fantastic example.
On the other hand, if you’ve come over from something like ConvertKit where The editor is loaded within the automations builder, you’ll probably find this a downgrade in performance.
It’s fast enough for me, Personally, however I guess it’s all relative.
Before I wrap up this section, there’s 1 type of automation You won’t find in MailerLite, and I think that it’s important to highlight.
The ability to activate an automation (or measure ) based on the way Readers interact with all the pages on your website.
This Sort of behavioral targeting just isn’t accessible MailerLite right now, so if it’s something you use or intend to utilize, you might want to skip this one. Optimizing Email Marketing For Conversions
The Price of MailerLite is one of the tools biggest Selling points, and let us face it, we all love a fantastic bargain.
For starters, they offer an infinite free plan that includes All attributes (including premium) for as many as 1,000 subscribers.
While There’s some subtle Branding on your mails using this program, it is still an wonderful alternative for anyone starting out.
And what about the top plans?
It ends up, at approximately half the Cost of this rivalry on average, MailerLite is undoubtedly one of the least expensive options on the industry. Additionally, if you are willing to pay yearly, you are also able to get an even better discount.
In Reality, I have not been able to locate anything that does the Exact Same job, cheaper.
MailerLite is one of those very few email advertising tools The (very crowded) industry in the last couple of years, and that’s no simple feat.
While it’s not as fast as ConvertKit, or as feature-rich As ActiveCampaign, or as template-heavy as MailChimp, it performs 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 conquer.
Thinking about giving it a twist? Let us know how it works for you From the remarks. Optimizing Email Marketing For Conversions