Introduction 2014 Email Marketing Metrics Benchmark Study
When I asked you to name an email Marketing tool, what could you say? 2014 Email Marketing Metrics Benchmark Study
MailChimp? Aweber? ActiveCampaign?
Like most online businesses now, email advertising has been Dominated by the same large players for the previous decade. Which means they get encouraged very deeply and achieve a lot 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 now, in this short article, I’ll be ripping MailerLite from limb To limb to find out whether it stands its own ground against the big boys…
…and, more importantly, whether youshould consider making the change.
– 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 elements such as countdowns and merchandise boxes
– Intuitive Form, popup and landing page builder
– Supports Automations using visual workflows
– Offers Both digestible and comprehensive reporting
– A Fraction of the price compared to most other solutions
– Strict Approval process
– Few email Templates accessible
– Very few Form templates accessible
– Can’t Create emails without leaving the visual workflow builder
– No Support for site monitoring 2014 Email Marketing Metrics Benchmark Study
Like most email advertising providers Nowadays, You’ll Need to Go through a review process before being able to properly use the software.
When you first register, you’ll be asked to complete your profile.
This includes information such as your company name, site, Business, address, company size, record size and even the kind of content you plan to send.
Then, You Have to verify your Site (or domain ).
This remains part of the acceptance process, and MailerLite will Simply ask which email is related to that domain so they can email you a verification link.
As Soon as You’ve completed these Measures, you ought to wait it out.
The MailerLite team will review your application, check your Site, and ascertain whether you are a fantastic fit for their service.
(In other words, they are making sure you’re not a spammer/scammer)
As shown above, you’ll still be Able to utilize the software to create campaigns and play 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 limitation of 500 subscribers.
Here’s what the email said:
But while these steps aren’t perfect 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 marketing.
(We’ll get to automations shortly, don’t worry.)
But whether it’s a new blog post, podcast, or timely Announcement, there’s always some excuse to send a more instant email.
That is where’Campaigns’ come in.
Clicking the new’Produce Campaign’ will give you several options.
– Regular effort: A traditional broadcast email.
– A/B split campaign: Multiple email Versions, including subject line, from name and, yes, even email content. (Woop!)
– Auto resend: Resend to readers who Don’t open your broadcast email, with the option of changing the subject line and email articles.
– RSS campaign: Produce a recurring campaign That sends fresh content to readers using your site’s RSS feed.
Aside from a few added options, most of these will follow Exactly the same step-by-step procedure of a normal campaign.
So let us walk you through it.
As Soon as You click to create your campaign, you’ll be asked to Pick a preferred editor, whether that be the dragn’ drop, rich text or HTML.
Otherwise, you can change to the Templates tab and choose from among the pre-designed email templates — that will move you to the dragn’ drop editor by default.
At 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 contemporary.
And, of course, if you’d just Like to reuse a previous email, you can click the’Recent Emails’ tab.
For this instance, I’ll select the first template in the library.
The editor is easy to use, Making customizing these templates a 5-minute job.
You can also use the cubes in the sidebar to add different Kinds of articles to your email, such as videos, product columns, and social connections.
After making your changes, simply click’Done Editing’ and you will Be carried to the recipients’ options where you can choose your classes or segments.
The tab also allows one To develop segment-like rules , in case your targeting isn’t quite perfect.
Finally, right before sending, you’ll get into the’Program’ screen.
This is where you control when your broadcast email should go Out, if that is instantly, at a set time/date, or in accordance with your readers time zones.
Impressive, right? 2014 Email Marketing Metrics Benchmark Study
Handling Your Clients
Having granular control over your subscribers is arguably among The most important aspects of any email advertising software now.
Because highly personalized efforts Are Essential if You’re looking to increase clicks, opens, and, above all, your conversions.
And while most providers Permit You to”label” readers in order To target them more effectively, MailerLite uses a slightly different strategy.
When you open up your subscriber dash, you’ll see two Choices; Segments and Groups.
Segments are essentially principles.
Your subscribers belong to a segment only when they meet the Specified rules, and are automatically added or removed accordingly.
Here’s what setting up a rule looks like:
Notice the way you can also combine Rules, in addition to an alternate rule if the first doesn’t exist.
Pretty smart, eh?
The next tab is for groups, and also the difference in title, These act much like your usual”tagging” system.
(MailerLite even debated Changing the title to’Tags’, but ultimately decided against it)
Contrary to Segments, Groups are updated manually or through an Automation principle — that we’ll get to in a minute — and they don’t have any value besides what you actually call them.
As you start to use this stage, you’ll begin to understand At which Segments and Groups are generally used, however, MailerLite offers a hand in case you’re uncertain:
Basically, groups are more of a Deliberate action 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 believe it’s a fair trade-off For the additional flexibility. Besides, they’re discretionary.
Last, the’Fields’ tab is used to personalize your email copy.
You’ll notice that MailerLite has Already populated this area with their own fields, 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 together with Your custom field data in separate columns… or may simply add these fields to a types which will only apply to prospective readers.
Here’s a screenshot of a test area I created and added to a form:
I will not go too much into the shape Things here since I have an entire section on this below, but this is the approach I would recommend if you wanted to use this feature.
Again, once you’ve collected 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 select your Custom field.
I’m barely scraping the surface Of what’s 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 subscriber Management and personalization features on stage. 2014 Email Marketing Metrics Benchmark Study
If you’re not impressed by what you have seen up to Now, then maybe The page builder will tickle your fancy.
After choosing’Landing Pages’ from the forms page, 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, for example most people, you don’t have that pure eye for design.
I went ahead and selected the’Lead Generation’ template, however They finally do the same task; accumulate an email address.
This time, the editor will give you 17 building blocks to Further construct or alter your landing page.
Now, I have used my fair share of Visual site builders, and this is better than a few dedicated alternatives *cough* WPBakery.
Together with the basic building blocks, you can use elements like Hero segments, popup buttons, testimonials and countdown timers.
It won’t be replacing landing Page builders such as Thrive Architect or even LeadPagesanytime shortly, but credit where credit due, this item over-delivers on all 3 kind types.
Form Builder Tool
Unlike some email marketing tools, MailerLite actually offers 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 lot to cover here.
Let us start with your Bog-standard embedded form.
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 particular pages.
Despite beginning super fundamental, the form designer allows you To personalize everything from the form style, subjects, background, name, input fields and, clearly, 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, but as you know, there’s more to a form than simply its appearance.
Clicking on the’Settings’ tab will allow you to configure how the Form functions, including adding additional fields and establishing a custom success page.
(There’s even a GDPR compliance option. Sweet.)
And talking of the success webpage…
…MailerLite also lets you customize the default message, Which can replace the embedded kind also prevents users from redirecting.
Last but certainly not least, you Can assess the way your form displays on cellular by shifting the toggle to responsive mode.
You won’t Have the Ability 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 can also create popup forms in MailerLite.
While the Vast Majority of the setup Procedure is identical, you will find Still a few differences I’d like 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 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 Now around:
Contemplating paid programs such as Thrive Leads exist for ribbons and slide-in forms, it is pretty impressive to observe this amount of control over popup types.
And, as before, you can perform the styling options to get it Matched up with your own branding.
Last, you can choose the near Behavior of your type 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 .
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 campaign Data in the main dashboard.
Here you’ll see everything from campaign open and click info, Subscriber growth, automation stats, and kind signups.
Clicking into any effort will Give you specific coverage for this effort.
This is where you’ll find 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 in Case You really want To dig into the numbers, it is possible to click into individual areas of this report to get a more detailed breakdown.
You can find some real gems beneath These reports.
By Way of Example, the’View Mail’ tab also shows a click map, so It’s possible to see how your readers interacted to another.
Reports for automations will also be Accessible under the’Automations’ tab, although I found to be less insightful than effort reports.
Here’s a Fast example:
Overall, MailerLite does a Stellar job with their reporting interface, and most will find the available data more than enough to meet their demands.
What is email marketing without a 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, You will instantly feel at home here…
Much like the rest of MailerLite, That the automations interface is simple, clean and simple to navigate — something which certainly can not be said for every email advertising software.
After setting your trigger, you can Start adding measures to your workflow.
These measures can 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 put together, where readers Are unsubscribed when they do not open my email within seven days.
There are innumerable Possibilities in regards to workflow automations similar to this, and MailerLite should not have any trouble with the huge majority of use cases.
Granted, it’s not quite as Feature-rich as something like ActiveCampaign since it lacks some of the conditional elements. (Split, Visit, Goal, etc.. )
For example, there’s currently no automation for moving Subscribers directly into a different automation.
That being said, most of these activities can still be achieved by moving Subscribers into different classes that activate new automation workflows. It is simply much less effective…. yet.
Another question of efficiency here is when creating new mails In the automation workflow builder.
After having an email block to The workflow, you’ll be asked to add your subject line that then appears on the block itself.
From there, clicking the’Design email’ button will automatically fire up the Editor:
Now, you’ll be temporarily Redirected to the standard campaign creation wizard, which I covered previously in the review.
This time, but once you’ve established your email, clicking the ‘Done editing’ button will direct you back to the automations workflow instead of the usual sending options.
Finally, your email will be Loaded into your own automation.
A nice touch here is having a thumbnail preview of your Email within your automation cube, so you can 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 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 inside the automations builder, so you will probably 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’s 1 Kind of automation You will not find in MailerLite, also I think it’s very important to highlight.
The ability to trigger an automation (or measure ) based on the way Readers interact with the pages on your site.
This kind of behavioral targeting only is not available in MailerLite right now, so if it’s something you use or intend to use, you may want to skip this one. 2014 Email Marketing Metrics Benchmark Study
The Price of MailerLite is among the tools largest Selling points, 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) to get up to 1,000 subscribers.
While there is some subtle Branding on your emails using this plan, it is still an wonderful option for anyone starting out.
And what about the premium programs?
It turns out, at approximately half of the Price of this rivalry on average, MailerLite is undoubtedly one of the least expensive options on the market. Plus, if you are ready to pay annually, you can also get a much better discount.
In fact, I haven’t been able to find anything that does the Exact Same job, cheaper.
MailerLite is one of those email marketing tools The (very crowded) industry in recent years, 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 works exceptionally well at just about anything you can throw at it.
Overall, I find MailerLite strikes the perfect balance Between flexibility, speed and simplicity, and all at a price point you’ll seriously struggle to beat.
Thinking about giving it a twist? Let us know how it works for you From the comments. 2014 Email Marketing Metrics Benchmark Study