Introduction Direct Email Marketing Best Practices
When I asked you to name an email Marketing instrument, what would you say? Direct Email Marketing Best Practices
MailChimp? Aweber? ActiveCampaign?
Like most online industries now, email marketing has been Dominated by the identical large players for the last decade. Which means they get promoted very heavily and accomplish a great deal of mindshare.
Now and then, however, an Underdog disrupts the market, causing long-time users to question their loyalties.
MailerLite has done exactly that.
So today, in this review, I will be tearing MailerLite from limb To limb to see if 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 rules
– Custom Fields for innovative email personalization
– Advanced Campaign kinds (auto-resend, A/B, etc.. )
– Simple to Use email builder/template editor
– Practical Email elements for example countdowns and merchandise boxes
– Intuitive Form, popup and landing page builder
– Supports Automations using visual workflows
– Offers Both digestible and in-depth reporting
– A Fraction of the price compared to most other options
– 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 Direct Email Marketing Best Practices
Like most email marketing providers these days, you will need to Go through a review process before being able to properly use the software.
When you first sign up, you’ll be asked to complete your profile.
This includes information such as your organization name, site, Industry, address, company size, record size and even the kind of material you intend to send.
Then, You Have to confirm your Website (or domain name).
This is still part of the approval process, and MailerLite will Simply inquire which email is related to that domain so they can email you a verification link.
Once you’ve completed those Measures, you’ll need to wait it out.
The MailerLite team will review your application, assess your Website, and determine whether you are a good match for their service.
(Quite simply, 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 won’t be able to send anything before 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 steps are not perfect for getting started, it Does help prevent malicious users from damaging everyone else’s deliverability.
If you’re anything like me, you’ll rely upon automations to handle Nearly all your email marketing.
(We’ll get to automations soon, do not worry.)
But whether it is a 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 effort: Multiple email Variations, such as subject line, from name and, yes, even content. (Woop!)
– Auto resend: Resend to readers who Don’t start 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 subscribers using your site’s RSS feed.
Aside from a few added options, most of these will follow The same step-by-step procedure of a normal effort.
So let’s walk you through it.
As Soon as You click on to create your effort, you’ll be requested to Select a favorite editor, whether that’s the dragn’ drop, rich text or HTML.
You can switch to the Templates tab and select from among 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 designs are super contemporary.
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 choose the first template in the library.
The editor is easy to work with, Making viewing these templates a 5-minute job.
You can also utilize the blocks in the sidebar to add distinct Kinds of articles 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’ options where you can select your classes or sections.
The advanced tab also allows you To develop segment-like rules , in the event your targeting isn’t quite perfect.
Finally, right before sending, then you’ll get into the’Program’ screen.
This is where you control when your broadcast email should go Out, whether that is instantly, at a set time/date, or in accordance with your subscribers time zones.
Impressive, right? Direct Email Marketing Best Practices
Handling Your Clients
Having granular control over your subscribers is arguably one of The most important aspects of any email advertising software today.
Because highly personalized efforts Are Essential if You are looking to increase clicks, opens, and, most importantly, your own conversions.
And while many providers Permit You to”label” 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 essentially principles.
Your subscribers belong to a segment only when they fulfill the Specified principles, and will be automatically inserted or eliminated accordingly.
Here is what establishing a rule looks like:
Notice how you can also blend Principles, in addition to 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 behave much like your normal”tagging” system.
(MailerLite even debated Changing the title to’Tags’, but ultimately decided against it)
Contrary to Segments, Groups are upgraded manually or through an Automation rule — which we’ll get to in a minute — and they have no value aside from what you call them.
As you start to use this platform, you’ll Start to understand At which Segments and Groups are typically used, but MailerLite offers a hand in the event you’re unsure:
Fundamentally, groups are much more of a Deliberate activity on a per-subscriber basis, whereas Segments allow you to lump multiple contributors collectively according to a common denominator.
Somewhat confusing, I’ll admit… but I believe it’s a fair trade-off For the additional flexibility. In any case, 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 particular fields, such as name, business, and country.
If You Would like 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 subscribers together with Your custom field data in separate columns… or can easily add these fields to your types which will only apply to prospective readers.
Here’s a screenshot of a test field I created and added to a form:
I will not go too much into the shape Stuff here since I have an entire section on this below, but this is the strategy I’d recommend if you wanted to use this feature.
Again, as Soon as You’ve collected your custom field information from new Readers, you can pull them in to your email content and subject line.
Just click the’Personalization’ drop down and select your Custom field.
I’m barely scraping the surface Of what is possible with custom fields, but it is important that you know that this is a feature you can use.
Overall, it is fair to say MailerLite has their subscriber Management and personalization features on stage. Direct Email Marketing Best Practices
If you’re not impressed by what you have seen so far, then maybe The webpage builder will tickle your fancy.
After selecting’Landing Pages’ from 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 does offer a fantastic foundation to work from if, like most of us, you do not have that pure eye for layout.
I went ahead and selected the’Lead Generation’ template, though They all ultimately do the same task; accumulate an email address.
This time, the editor will give you 17 building blocks to Further build or change your landing page.
Now, I’ve used my fair share of Visual page builders, and it is already better than a few dedicated alternatives *Infection * WPBakery.
Together with the fundamental building blocks, you can use components like Hero segments, popup buttons, testimonials and countdown timers.
No, it will not be replacing landing Page builders such as 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 actually offers a Decent pair of form 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 first created inside MailerLite in order to get An embed code, which you can then put on your website to show it on particular pages.
Despite beginning super basic, the form designer allows you To personalize 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 chance To visualize your backup in real time.
It would’ve been nice to have Some templates, but as you know, there is more to some 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’s even a GDPR compliance option. Sweet.)
And speaking of the success webpage…
…MailerLite also enables you to customize the default message, That can replace the embedded kind also prevents users from redirecting.
Last but surely not least, you Can check how your form displays on mobile by switching the toggle to reactive mode.
You won’t be able to make any design changes , but it makes Sense to check, 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 this setup process is identical, you will find 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 choice, they do offer a good foundation to work from and the editor is at least as easy to use with this form type.
Clicking on the’E-commerce’ template requires me to a preview Before moving to the editor.
Here, you’ll notice there are some new options under form types Now around:
Considering paid programs like Thrive Leads exist for both ribbons and slide-in forms, it is pretty impressive to observe this amount of control over popup forms.
And, like before, you can perform with the styling options to get it Matched with your branding.
Last, you can Select 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 option, or have .
That is really where most email Marketing platforms would leave you, but MailerLite has yet another trick up its sleeve.
Reporting & Analytics
Like most tools, you’ll find a summary of your effort Data in the dashboard.
Here you’ll see everything from effort open and click info, Subscriber growth, automation stats, and kind signups.
Clicking into any effort will Give you special coverage for that campaign.
This is where you’ll discover some statistics such as Unsubscribes, spam complaints, bounces, studying surroundings, email client and much more.
This should be plenty of Information for the average consumer…
…but in Case You really want To dig into the numbers, it is possible to click into different areas of this report for a more comprehensive breakdown.
You can find some real gems beneath These reports.
For example, the’View Mail’ tab also shows a click map, so You can see your readers interacted to another.
Reports for automations will also be Available under the’Automations’ tab, though I found to be less enlightening than effort reports.
Here’s a quick example:
Total, MailerLite does a Stellar job with their reporting port, and many will find the available statistics more than sufficient to fulfill their needs.
What’s email advertising without a dash of automation?
For most reading this, MailerLite’s automation capabilities Could easily make or break this particular review.
The good news? If you’ve used a visual workflow builder, You will immediately feel at home here…
Much like the rest of MailerLite, That the automations interface is simple, clean and easy to navigate — something which certainly can’t be said for every email marketing software.
After establishing your trigger, you can begin adding steps to your workflow.
These steps could be anything from sending an email, adding a Postpone, a conditional split, or an action, like moving a contributor or updating their records.
Here’s a simple workflow I put together, where readers Are unsubscribed if they don’t open my email within seven days.
There are countless Possibilities when it comes to workflow automations similar to 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 a number of the conditional elements. (Split, Visit, Goal, etc.. )
For Instance, there’s currently no automation for transferring Subscribers directly into another automation.
That being said, the Majority of these activities can Nevertheless Be achieved by moving Subscribers into various classes that trigger new automation workflows. It is simply much less efficient…. yet.
Another matter of efficiency here is when creating new emails From the automation workflow builder.
After having an email cube to The workflow, you’ll be asked to add your topic line which 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 typical campaign creation wizard, which I covered previously in the critique.
This time, but once you’ve established your email, clicking the ‘Done editing’ button will guide you straight back to the automations workflow instead of the usual sending alternatives.
Finally, your email will be Loaded into your automation.
A Wonderful touch here is having a thumbnail preview of your Email inside your automation block, so you can get an concept of what it contains at a glimpse.
While this procedure may seem like A grind on newspaper, it is really much faster than what I am utilized to with other email marketing tools — ActiveCampaign being a fantastic example.
On the other hand, if you’ve come over from something such as ConvertKit where The editor is loaded inside the automations builder, you will likely find this a downgrade in performance.
It is fast enough for me, Personally, however I guess it’s 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 important to highlight.
The ability to trigger an automation (or step) based on how Subscribers interact with the webpages on your site.
This kind of behavioral targeting just isn’t accessible MailerLite at this time, so if it’s something you use or intend to utilize, you may want to skip this one. Direct Email Marketing Best Practices
The cost of MailerLite is no doubt among the tools biggest Selling things, and let us face it, we all love a fantastic bargain.
For starters, they offer an unlimited free plan that includes All features (including premium) to get up to 1,000 subscribers.
While There’s some subtle Branding on your mails using this plan, it is still an wonderful alternative for anyone starting out.
And what about the top programs?
It ends up, at around half of the Cost of this competition on average, MailerLite is by far one of the least expensive options available on the industry. Plus, if you are willing to pay yearly, you are also able to get an even greater discount.
In fact, I have not been able to locate anything that does the Exact Same job, cheaper.
MailerLite is one of those very few marketing tools The (very crowded) industry in the last couple of decades, which is no easy feat.
While it is 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 perfect balance Between flexibility, simplicity and speed, and all at a price point you will seriously struggle to conquer.
Thinking of giving it a spin? Let us know how it works for you In the remarks. Direct Email Marketing Best Practices