Introduction B2B Email Marketing
When I asked you to name an email Marketing instrument, what would you say? B2B Email Marketing
MailChimp? Aweber? ActiveCampaign?
Like most online industries today, email advertising continues to be Dominated by the identical big players for the previous decade. Which means that they get encouraged very deeply and accomplish a great deal of mindshare.
Now and then, however, an Underdog disrupts the market, causing long-time customers to question their loyalties.
MailerLite has done precisely that.
So today, in this review, 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 advanced email personalization
– Advanced Campaign types (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 accessible
– Can’t Create mails without leaving the visual workflow builder
– No Support for site tracking B2B Email Marketing
Like most email marketing providers Nowadays, you will need to Go through a review process before being able to properly use the program.
When you first register, you’ll be asked to finish your profile.
This includes information such as your company name, site, Business, address, business size, list size and also the type of content you intend to send.
Then, You Have to verify your Site (or domain ).
This is still part of the approval process, and MailerLite will Simply ask which email is associated 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 staff will review your application, check your Website, and determine whether you’re a good fit for their service.
(In other words, they are making sure you are 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 won’t be able to send anything until approved.
I had been”partially” approved within a few hours, which gave me a Temporary limit of 500 subscribers.
Here Is What the email said:
However, while these measures aren’t perfect for getting started, it Does help stop unscrupulous users from damaging everyone else’s deliverability.
If you are anything like me, you’ll rely on automations to handle The majority of your email advertising.
(We will get to automations shortly, do not worry.)
But whether it’s a brand new blog article, podcast, or timely Announcement, there’s always a reason to send a more instant email.
That’s where’Campaigns’ come in.
Clicking the brand new’Produce Campaign’ will give you several choices.
– Regular campaign: A traditional broadcast email.
– A/B split effort: Multiple email Variations, including subject line, from title and, yes, even email content. (Woop!)
– Auto resend: Resend to readers who Do not open your broadcast email, together with the choice of altering the subject line and email articles.
– RSS campaign: Create a recurring campaign That sends fresh content to subscribers using your site’s RSS feed.
Aside from a few additional options, the Majority of these will follow Exactly the same step-by-step procedure of a standard campaign.
So let’s walk you through it.
Once you click to create your campaign, you’ll be requested to Select a preferred editor, whether that be the dragn’ drop, rich text or HTML.
You can change to the Templates tab and choose from among their pre-designed email templates — which will move you into the dragn’ drop editor by default.
In the time of writing, there are 21 email templates to choose From which is a little on the low side, however, the layouts are super contemporary.
And, of course, if you would just Prefer to reuse a previous email, you can click the’Recent Emails’ tab.
For this instance, I will choose the first template from the library.
The editor is easy to use, Which makes viewing 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 societal links.
After making your changes, just click’Done Editing’ and you’ll Be taken to the recipients’ options where you can select your groups or sections.
The tab also allows one To build segment-like rules , in the event your targeting is not quite perfect.
Finally, before sending, you’ll get into 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? B2B Email Marketing
Handling Your Subscribers
Having granular control over your subscribers is arguably among The most important aspects of any email marketing software today.
Because highly personalized efforts Are Essential if You’re looking to increase opens, clicks, and, above all, your own conversions.
And while most providers allow you to”tag” readers in order To target them effectively, MailerLite uses a slightly different strategy.
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 rules, and will be automatically inserted or eliminated accordingly.
Here’s what setting up a rule looks like:
Notice the way you can also blend Principles, as well as another rule when the first doesn’t exist.
Pretty smart, eh?
The following tab is for groups, and despite the difference in title, These behave much like your usual”tagging” system.
(MailerLite even debated Changing the title to’Tags’, but ultimately decided against it.)
Contrary to Segments, Groups are upgraded manually or via an Automation principle — that we’ll get into in a minute — and they don’t have any value aside from what you call them.
As you Begin to use this stage, you’ll Start to understand At which Segments and Groups are generally used, however, MailerLite delivers a hand in the event you’re uncertain:
Fundamentally, groups are more of a Deliberate activity on a per-subscriber foundation, whereas Segments allow you to lump multiple subscribers together according to a frequent denominator.
Somewhat confusing, I will admit… but I believe it is a fair trade-off For the additional flexibility. Besides, they are discretionary.
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 title, business, and nation.
If You Would like 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 data in distinct columns… or may simply add these fields to your 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 to the shape Stuff here because I have an entire section on this below, but this is the strategy I’d recommend if you wished to use this attribute.
Again, once you’ve gathered your custom field data from fresh Readers, you can pull them in to your email content and subject line.
Just click on the’Personalization’ drop down and choose your Customized field.
I am barely scratching the surface Of what is possible with custom fields, but it is important to understand this is a feature you can use.
Overall, it’s reasonable to state MailerLite has their contributor Management and personalization features on point. B2B Email Marketing
If you are not impressed with what you’ve seen so far, 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 choice Is not winning any awards, but it does offer a great base to work from if, like most people, you don’t have that pure eye for layout.
I went ahead and chosen the’Lead Generation’ template, though They ultimately do the identical job; accumulate an email address.
This time, the editor will give you 17 building blocks to Further build or change your landing page.
Now, I have used my fair share of Visual page builders, and it is already better than some dedicated solutions *cough* WPBakery.
Along with the fundamental building blocks, you can use elements like Hero segments, popup buttons, reviews and countdown timers.
No, 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 three kind types.
Form Builder Tool
Unlike some email advertising tools, MailerLite really Provides a Decent set 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 here.
Let’s start with your Bog-standard embedded type.
These forms are first created inside MailerLite so as to get An embed code, which you can then put on your website to show it on specific pages.
Despite beginning super basic, the form designer lets you To customize everything from the kind style, subjects, background, name, enter fields and, clearly, 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 appearance.
Clicking the’Settings’ tab will Make It Possible for you to configure the way the Form functions, including adding extra fields and establishing a custom success page.
(There is a GDPR compliance alternative. Sweet.)
And talking of the success webpage…
…MailerLite also lets you customize the default message, That can replace the embedded form and prevents users from redirecting.
Last but certainly not least, you Can check the way your form displays on cellular by switching the toggle to responsive mode.
You won’t be able to make any layout changes here, but it makes Sense to test, nevertheless.
So that’s 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 Still 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 choice, they do offer a fantastic base to work from and the editor is at least as simple to use for this form type.
Clicking on the’E-commerce’ template requires me into a preview Before moving to the editor.
Here, you’ll notice there are some new options under form types This time around:
Contemplating paid tools such as Thrive Leads exist for ribbons and slide-in forms, it is pretty impressive to see this amount of control over popup types.
And, like before, you can perform with the styling options to get it Matched with your branding.
Last, you can Select the close Behaviour of your form under the’Settings’ tab.
The default option is the X icon, but you can swap out this for A”No thanks” text option, or have both.
This is really where most email Marketing platforms will render 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 campaign open and click data, Subscriber development, automation analytics, and kind signups.
Clicking into any effort will Give you specific coverage for that campaign.
This is where you’ll find a few more advanced 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 this report to get a more comprehensive breakdown.
You can find some real gems under These reports.
For example, the’View Email’ tab also shows a click map, so You can see exactly how your readers interacted to one another.
Reports for automations will also be Available under the’Automations’ tab, even although I found to be less enlightening than effort reports.
Here’s a Fast example:
Total, MailerLite does a Stellar job with their reporting port, and many will find the available data more than sufficient to meet their demands.
What’s email marketing without a dash of automation?
For most reading this, MailerLite’s automation capabilities Could simply make or break this review.
The good news? If you have ever used a visual workflow builder, then You will immediately feel at home here…
Much like the rest of MailerLite, That the automations interface is easy, clean and easy to navigate — something that certainly can’t be said for each and every email advertising software.
After establishing your trigger, you can Start adding measures to your workflow.
These measures could be anything from sending an email, adding a Delay, a bubble break, or an act, like moving a contributor or upgrading their records.
Here’s a simple workflow I put together, where subscribers Are unsubscribed if they don’t open my email within 7 days.
There are innumerable Possibilities in regards to workflow automations like this, and MailerLite ought to have no trouble with the huge majority of use cases.
Granted, it is not quite as Feature-rich as something like ActiveCampaign since it lacks some of the conditional components. (Split, Visit, Goal, etc.)
For Instance, there’s currently no automation for moving Subscribers directly into another automation.
That being said, most of these activities can Nevertheless Be achieved by moving Subscribers into various classes that trigger new automation workflows. It is just much less efficient…. yet.
Another question of efficiency here is when creating new emails In the automation workflow builder.
After having an email block to The workflow, you’ll be asked to put in your subject line that then appears on the block itself.
From there, clicking the’Design email’ button will fire up the Editor:
Now, you’ll be briefly Redirected to the standard campaign creation wizard, which I covered previously in the review.
This time, but as Soon as You’ve established your email, clicking on the ‘Done editing’ button will guide you straight back into the automations workflow rather than the usual sending alternatives.
Ultimately, your email will probably be Loaded into your automation.
A Wonderful touch here is using a thumbnail preview of your Email within your automation cube, which means you can get an idea about what it contains at a glance.
While this process may seem like A grind on paper, it is actually much faster than what I’m used to with other email marketing 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 probably find this a downgrade in functionality.
It is fast enough for me, Personally, however I guess it is all relative.
Before I wrap up this section, there’s one Kind of automation You will not find in MailerLite, and I think that it’s very important to highlight.
The ability to activate an automation (or step) based on how Subscribers interact with the pages on your site.
This Sort of behavioral targeting just isn’t available in MailerLite at this time, so if it’s something you use or intend to use, you may want to skip this one. B2B Email Marketing
The Price of MailerLite is one of the tools biggest Selling points, and let’s face it, most of us love a fantastic bargain.
For starters, they offer an unlimited free plan that includes All attributes (including premium) for up to 1,000 subscribers.
While there is some subtle Branding in your emails using this program, it is still an wonderful alternative for anyone starting out.
And what about the premium programs?
It turns out, at approximately half the Price of this competition on average, MailerLite is by far among the least expensive options available on the industry. Additionally, if you are willing to pay annually, you are also able to get an even better discount.
In Reality, I haven’t been able to locate anything that does the Exact Same job, cheaper.
MailerLite is one of the very few email advertising tools to interrupt The (very crowded) industry in recent years, which is no simple 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.
All in all, I find MailerLite strikes the best balance Between flexibility, speed and simplicity, and at a price point you will seriously struggle to conquer.
Thinking about giving it a spin? Let us know how it works for you In the remarks. B2B Email Marketing