Intro Effective B2B Email Marketing
If I asked you to name an email Marketing tool, what would you say? Effective B2B Email Marketing
MailChimp? Aweber? ActiveCampaign?
Like many online industries now, email marketing continues to be Dominated by the identical big players for the last decade. Which means that they get promoted very heavily and accomplish a lot of mindshare.
Now and then, however, an Underdog disrupts the marketplace, inducing long-time users to question their loyalties.
MailerLite has done exactly that.
So now, in this review, I will be tearing MailerLite from limb To limb to find out if it really stands its ground against the big boys…
…and, what’s more, whether youshould consider making the change.
– 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 Utilize email builder/template editor
– Practical Email components for example countdowns and product boxes
– Intuitive Type, popup and landing page builder
– Supports Automations employing visual workflows
– Offers Both readable and comprehensive reporting
– A Fraction of the price compared to most other options
– Strict Approval process
– Few email Templates accessible
– Very few Form templates available
– Can’t Create mails without leaving the visual workflow builder
– No Support for site monitoring Effective 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 like your organization name, website, Business, address, business size, list size and also the kind of content you plan to send.
Then, You Have to confirm your Website (or domain name).
This remains part of this approval process, and MailerLite will Simply ask which email is associated to this domain so they can email you a confirmation link.
Once you’ve completed those Steps, you’ll need to wait it out.
The MailerLite team will review your application, check your Website, and ascertain whether you are a fantastic fit for their services.
(In other words, they are making sure you’re not a spammer/scammer)
As shown above, you’ll nevertheless be Able to use the software to make 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 limit of 500 subscribers.
Here’s what the email said:
But while these measures are not perfect 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 marketing.
(We’ll get to automations soon, do not worry.)
But whether it is a brand new blog article, podcast, or timely Announcement, there is always a reason to send a more immediate email.
That is where’Campaigns’ come in.
Clicking the brand new’Create Campaign’ will provide you several choices.
– Regular effort: A Conventional broadcast email.
– A/B split campaign: Multiple email Variations, including subject line, from title and, yes, even email 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: Create a recurring campaign That sends fresh content to readers using your website’s RSS feed.
Aside from a few added options, the Majority of these will follow Exactly the exact same step-by-step process of a normal effort.
So let us walk you through it.
As Soon as You click on to create your campaign, you’ll be asked to Select a favorite editor, whether that be the dragn’ drop, rich text or HTML.
Otherwise, you can switch to the Templates tab and select from one of the pre-designed email templates — which 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 layouts are super contemporary.
And, of course, if you would just Like to reuse a previous email, you can click the’Recent Emails’ tab.
For this example, I’ll choose the first template from the library.
The editor is easy to work with, Making customizing these templates a 5-minute job.
You can also use the blocks in the sidebar to add distinct Types of content to your email, including videos, product columns, and social connections.
After making your adjustments, just click’Done Editing’ and you will Be taken to the recipients’ choices where you can choose your classes or segments.
The advanced tab also allows you To build segment-like rules on-the-fly, in the event your targeting is not quite right.
Finally, before sending, then you’ll get to the’Program’ screen.
This is where you control if your broadcast email should go Out, whether that’s immediately, at a set time/date, or according to your subscribers time zones.
Impressive, right? Effective B2B Email Marketing
Managing Your Subscribers
Possessing granular control over your readers is arguably among The most important aspects of any email advertising program now.
Because highly personalized campaigns are necessary if You are searching to increase clicks, opens, and, most importantly, your conversions.
And while many providers allow you to”tag” readers in order To target them more effectively, MailerLite uses a slightly different approach.
When you start up your subscriber dash, you’ll see two Choices; Segments and Groups.
Segments are essentially rules.
Your readers belong to a section only when they fulfill the Specified rules, and are automatically added or removed so.
Here is what setting up a rule looks like:
Notice how you can even combine Principles, as well as an alternate rule if the first doesn’t exist.
Pretty smart, eh?
The next tab is for groups, and despite the difference in title, These act much like your normal”tagging” system.
(MailerLite even debated Changing the name to’Tags’, but ultimately decided against it.)
Contrary to Segments, Groups are updated manually or via an Automation principle — that we will get into in a minute — and they don’t have any value besides what you call them.
As you Begin to use this platform, you’ll Start to understand Where Segments and Groups are typically used, but MailerLite delivers a hand in the event you’re uncertain:
Basically, groups are much more of a Deliberate activity on a per-subscriber basis, whereas Segments allow you to bulge multiple contributors collectively according to a common denominator.
A tad confusing, I’ll admit… but I believe it is a fair trade-off For the additional flexibility. In any case, they’re discretionary.
Finally, the’Fields’ tab is used to personalize your email copy.
You will notice that MailerLite has Already populated this region with their own areas, such as title, company, 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 really work?
You can either upload a CSV record of your readers together with Your custom field data in distinct columns… or can easily add these fields to your forms which will only apply to future subscribers.
Here’s a screenshot of a test field I made and added to a form:
I won’t go too much into the form Stuff here since I have an entire section on this below, but this is the strategy I would recommend if you wished to use this feature.
Again, once you’ve collected your custom field data from new Subscribers, you are able to pull them in to your email content and subject line.
Just click the’Personalization’ drop down and select your Customized field.
I am barely scratching the surface Of what’s possible with custom fields, but it is important that you know this is a feature you may use.
Overall, it is fair to say MailerLite has their subscriber Direction and personalization features on point. Effective B2B Email Marketing
If you’re not impressed with what you have seen up to Now, then perhaps The webpage builder will tickle your fancy.
After choosing’Landing Pages’ from the forms page, then you will be Able to select from 8 pre-designed templates.
Again, while the template selection Is not winning any awards, it does offer a great foundation to work from if, for example most of us, you do not have that natural eye for design.
I went ahead and chosen the’Lead Generation’ template, though They finally do the same task; accumulate an email address.
This time, the editor will give you 17 building blocks to Further construct or change your landing page.
Now, I’ve used my fair share of Visual site builders, and it is better than a few dedicated solutions *cough* WPBakery.
Along with the basic building blocks, you can use elements like Hero sections, popup buttons, testimonials and countdown timers.
No, it won’t be replacing landing Page builders like Thrive Architect or even LeadPagesanytime shortly, but credit where credit due, this thing over-delivers on all 3 form types.
Form Builder Tool
Unlike some email advertising tools, MailerLite really offers a Adequate set of form building tools.
Not only that, but you can also create popups and landing pages Through this exact same interface, so there’s a whole lot to cover here.
Let’s start with your Bog-standard embedded form.
These forms are 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 starting off super fundamental, the form designer lets you To customize everything in the kind style, fields, background, name, enter fields and, clearly, the button.
Form text may also be edited directly, which gives 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 a form than simply its appearance.
Clicking on the’Settings’ tab will allow you to configure how the Form works, such as adding additional fields and establishing a custom success page.
(There is even a GDPR compliance option. Sweet.)
And speaking of the success webpage…
…MailerLite also lets you customize the default message, That will replace the embedded form and prevents users .
Last but surely not least, you Can check the way your form screens on mobile by shifting the toggle to reactive mode.
You won’t Have the Ability to make any layout changes here, but it makes Sense to check, nevertheless.
So that is an overview of this Embedded form but like I said before, you can also create popup forms in MailerLite.
While the Vast Majority of this setup 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 Comprehensive selection, they do provide a fantastic foundation to work from and the editor is at least as easy to use with this form kind.
Clicking on the’E-commerce’ template takes me into a preview Before moving to the editor.
Here, you’ll notice there are a few new options under form types Now around:
Considering paid tools like Thrive Leads exist for both ribbons and slide-in forms, it’s pretty impressive to see this amount of control over popup types.
And, like before, you can play the styling options to get it Matched up with your own branding.
Finally, you can choose the near Behavior 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 both.
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 campaign Data in the main dashboard.
Here you’ll see everything from campaign open and click data, Subscriber development, automation stats, and kind signups.
Clicking into any effort will Give you specific reporting for that campaign.
This is where you’ll discover some more advanced statistics such as Unsubscribes, spam complaints, bounces, studying surroundings, email client and more.
This should be plenty of Information for the ordinary user…
…but in Case You really want To dig into the numbers, it is possible to click into different areas of this report to get a more detailed breakdown.
You can find some real gems under These reports.
By Way of Example, the’View Email’ tab also shows a click map, so You can see precisely how your readers interacted with your emails in relation to another.
Reports for automations are also 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 most will get the available data more than sufficient to fulfill their needs.
What’s email marketing with no 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, then You will immediately feel at home here…
Much like the rest of MailerLite, The automations interface is simple, clean and simple to navigate — something that certainly can not be said for each and every email marketing software.
After establishing your trigger, you can begin adding measures to your workflow.
These measures could be anything from sending an email, including a Postpone, a bubble break, or an action, like moving a contributor or upgrading their records.
Here’s a simple workflow I put together, where subscribers Are unsubscribed when they don’t open my email within 7 days.
There are innumerable Possibilities when it comes to workflow automations similar to this, and MailerLite should not have any trouble with the huge majority of use cases.
Granted, it is not quite as Feature-rich as something such as ActiveCampaign because it lacks some of the conditional components. (Split, Visit, Goal, etc.)
For Instance, there’s now no automation for moving Subscribers directly into a different automation.
That being said, the Majority of these activities can still be achieved by moving Subscribers into different classes that activate new automation workflows. It is simply not as efficient…. yet.
Another matter of efficiency here is when generating new mails In the automation workflow builder.
After adding an email cube to The workflow, you’ll be asked to add your topic line that appears on the block itself.
From there, clicking on the’Design email’ button will fire up the Writer:
Now, you’ll be temporarily Redirected to the typical campaign creation wizard, which I covered previously in the critique.
This time, but as Soon as You’ve created your email, clicking the ‘Done editing’ button will direct you straight back into the automations workflow rather than the usual sending alternatives.
Ultimately, your email will be Loaded into your own automation.
A nice touch here is using a thumbnail preview of your Email inside your automation cube, which means it’s possible to get an concept of what it contains at a glimpse.
While this procedure may seem like A grind on paper, it is actually much quicker than what I am used to with other email marketing tools — ActiveCampaign being a great example.
On the other hand, if you’ve come over from something like ConvertKit where The editor is loaded inside the automations builder, so you’ll probably find this a downgrade in performance.
It is quick enough for me, Personally, but I guess it is all relative.
Before I wrap up this segment, there is 1 Kind of automation You will not find in MailerLite, also 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 all the pages on your site.
This kind of behavioral targeting only isn’t accessible MailerLite at this time, so if it’s something you use or intend to utilize, you might want to skip this one. Effective B2B Email Marketing
The cost of MailerLite is no doubt one of the tools largest Selling things, and let’s face it, most of us love a good bargain.
For starters, they offer an unlimited free plan that includes All features (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 option for anyone starting out.
And what about the premium plans?
It turns out, at approximately half of the Cost of the competition on average, MailerLite is by far one of the cheapest options available on the market. Additionally, if you are willing to pay yearly, you are also able to get a much better discount.
In Reality, I haven’t been able to find anything that does exactly the Exact Same job, cheaper.
MailerLite is one of the very few email advertising tools to disrupt The (very crowded) sector in recent years, which is 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.
All in all, I find MailerLite strikes the best balance Between flexibility, speed and simplicity, and all at a price point you’ll seriously struggle to conquer.
Thinking of giving it a twist? Let us know how it works for you In the remarks. Effective B2B Email Marketing