Intro Email Marketing Best Practices White Paper
If I asked you to name an email Marketing tool, what would you say? Email Marketing Best Practices White Paper
MailChimp? Aweber? ActiveCampaign?
Like most online industries now, email advertising has been Dominated by the same large players for the last decade. Which means they get encouraged very deeply and achieve a lot of mindshare.
Now and then, however, an Underdog disrupts the market, inducing long-time users to question their loyalties.
MailerLite has done precisely that.
So today, in this short article, I’ll be ripping MailerLite from limb To limb to see if it really stands its own ground against the big boys…
…and, more importantly, 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.. )
– Easy 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 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 available
– Can’t Create emails without leaving the visual workflow builder
– No Support for website monitoring Email Marketing Best Practices White Paper
Like most email marketing providers Nowadays, you will 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 company name, website, Business, address, business size, list size and even the type of material you plan to send.
Then, you need to confirm your Website (or domain ).
This remains part of this acceptance process, and MailerLite will Simply inquire which email is associated to that domain in order that they could email you a confirmation link.
As Soon as You’ve completed these Measures, you ought to wait it out.
The MailerLite staff will review your application, assess your Website, and determine whether you’re 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 utilize the software to make campaigns and play with the attributes, but you won’t have the ability to send anything until accepted.
I was”partially” approved within a few hours, which gave me a Temporary limit of 500 subscribers.
Here Is What the email said:
But while these measures are not ideal for getting started, it Does help stop malicious users from damaging everyone else’s deliverability.
If you are anything like me, you’ll rely upon automations to handle The majority of your email advertising.
(We’ll get to automations shortly, don’t worry.)
But if it’s a 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 new’Create Campaign’ will provide you several choices.
– Regular effort: A traditional broadcast email.
– A/B split effort: Multiple email Versions, including subject line, from title and, yes, even email content. (Woop!)
– Auto resend: Resend to readers who Don’t open your broadcast email, together with the option of altering the subject line and email content.
– RSS campaign: Produce a recurring campaign That sends fresh content to subscribers using your site’s RSS feed.
Apart from a few added options, the Majority of these will follow Exactly the same step-by-step procedure of a normal campaign.
So let’s walk you through it.
Once you click 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 change to the Templates tab and choose from among the pre-designed email templates — that will move you into the dragn’ drop editor by default.
At the time of writing, you’ll find 21 email templates to choose From which is a little on the low side, but the layouts are super contemporary.
And, of course, if you’d just Prefer to reuse a previous email, you can click the’Recent Emails’ tab.
For this instance, I will select the first template from the library.
The editor is easy to use, Which makes customizing these templates a 5-minute job.
You can also utilize the blocks in the sidebar to add distinct Types of content to your email, including videos, product columns, and societal links.
After making your adjustments, just click’Done Editing’ and you will Be taken to the recipients’ options where you are able to select your classes or sections.
The advanced tab also allows you To build segment-like rules , in case your targeting isn’t quite right.
Finally, right before sending, you’ll get to the’Program’ screen.
This is where you control if your broadcast email should go Out, if that is immediately, at a set time/date, or in accordance with your readers time zones.
Impressive, right? Email Marketing Best Practices White Paper
Handling Your Subscribers
Possessing granular control over your readers is arguably among The most important facets of any email marketing program now.
Because highly personalized efforts are necessary if You are searching to increase clicks, opens, and, above all, your own conversions.
And while most providers Permit You to”label” subscribers in order To target them effectively, MailerLite uses a slightly different strategy.
When you start up your subscriber dash, you’ll see two Options; Segments and Groups.
Segments are essentially rules.
Your readers belong to a section only when they meet the Specified rules, and are automatically inserted or eliminated accordingly.
Here is what establishing a rule looks like:
Notice the way you can even combine Principles, in addition to another rule when the first does not exist.
Pretty smart, eh?
The following tab is for groups, and despite the difference in name, These behave much like your usual”tagging” system.
(MailerLite even debated Changing the title to’Tags’, but ultimately decided against it)
Unlike Segments, Groups are updated manually or through an Automation principle — which we’ll get to in a minute — and they don’t have any value besides what you call them.
As you Begin to use this stage, you’ll begin to understand At which Segments and Groups are typically used, however, MailerLite delivers a hand in case you’re uncertain:
Fundamentally, groups are more of a Deliberate action on a per-subscriber foundation, whereas Segments allow you to lump multiple subscribers together based on a frequent denominator.
Somewhat confusing, I will admit… but I believe it is a fair trade-off For the additional flexibility. In any case, they are optional.
Finally, the’Fields’ tab is used to customize your email copy.
You’ll notice that MailerLite has Already populated this region with their own areas, such as title, company, and country.
If you want to create your own custom fields, you can do this by Clicking the’Add new field’ button.
So how do they really work?
You can either upload a CSV record of your subscribers along with Your custom field data in distinct columns… or may simply add these fields to your forms which will only apply to prospective subscribers.
Here’s a screenshot of a test area I created and added into a form:
I won’t go too much to the form Stuff here because 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 gathered your custom field information from new Subscribers, you are able to pull them in to your email content and subject line.
Just click on the’Personalization’ drop down and choose your Customized field.
I’m barely scratching the surface Of what’s possible with custom fields, but it is important that you know that this is a feature you may use.
Overall, it’s fair to state MailerLite has their subscriber Management and personalization features on stage. Email Marketing Best Practices White Paper
If you’re not impressed with what you’ve seen so far, then maybe The webpage builder will tickle your fancy.
After choosing’Landing Pages’ in the forms page, you will be Able to pick from 8 pre-designed templates.
Again, while the template choice Isn’t winning any awards, it will offer a great base to work from if, for example most people, you don’t have that pure eye for layout.
I went ahead and chosen the’Lead Generation’ template, though They finally 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 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.
No, it won’t be replacing landing Page builders like Thrive Architect or LeadPagesanytime soon, but credit where credit due, this item over-delivers on all 3 form types.
Form Builder Tool
Unlike some email marketing tools, MailerLite actually offers a Adequate pair of type 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 us begin with your Bog-standard embedded type.
These forms are created inside MailerLite in order to get An embed code, which you can then put on your website to display it on specific pages.
Despite beginning super basic, the form designer lets you To personalize everything from the kind style, subjects, background, title, 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 here, but as you know, there’s more to a form than just its appearance.
Clicking on the’Settings’ tab will allow you to configure how the Form functions, such as adding additional fields and setting a custom success page.
(There’s a GDPR compliance option. Sweet.)
And speaking of the success webpage…
…MailerLite also enables you to customize the default message, That will replace the embedded kind and prevents users .
Last but surely not least, you Can check how your form displays on cellular by switching the toggle to reactive mode.
You won’t be able to make any design changes here, but it makes Sense to check, nevertheless.
So that’s an overview of this Embedded form but as I said before, you may even create popup forms in MailerLite.
While the majority of this setup Procedure is identical, there are 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 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 into the editor.
Here, you’ll notice there are a few new options under form types This time 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 types.
And, as before, you can play with the styling options to get it Matched with your own branding.
Finally, 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 out this for A”No thanks” text option, or have .
This is where most email Marketing platforms will leave you, but MailerLite has one more trick up its sleeve.
Reporting & Analytics
Like many tools, you’ll find a summary of your campaign Statistics in the dashboard.
Here you’ll see everything from effort open and click info, Subscriber development, automation stats, and kind signups.
Clicking into any effort will Give you specific reporting for this effort.
This is where you’ll discover a few statistics such as Unsubscribes, spam complaints, bounces, studying environment, email client and much 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 different areas of this report to get a more detailed breakdown.
You can find some real gems under These reports.
For example, the’View Email’ tab also displays a click map, so It’s possible to see exactly how your subscribers interacted with your mails compared to another.
Reports for automations are also Accessible under the’Automations’ tab, although I found these to be less enlightening than effort reports.
Here’s a quick example:
Overall, MailerLite does a Stellar job with their reporting port, and most will get the available data more than sufficient to fulfill their demands.
What is email marketing without a dash of automation?
For many reading this, MailerLite’s automation capabilities Could simply make or break this particular review.
The great news? If you have used a visual workflow builder, then You’ll immediately feel at home here…
Much like the rest of MailerLite, That the automations interface is easy, clean and simple to navigate — something that certainly can not be said for every email marketing software.
After setting 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 simple workflow I put together, where subscribers Are unsubscribed if they don’t open my email within seven days.
There are countless Possibilities in regards to workflow automations like this, and MailerLite ought to have no trouble with the vast majority of use cases.
Granted, it’s not quite as Feature-rich as something like ActiveCampaign since it lacks a number of the conditional components. (Split, Visit, Goal, etc.. )
For example, there’s now no automation for transferring Subscribers directly into another automation.
That being said, the Majority of these activities can still be achieved by moving Subscribers into different groups that trigger new automation workflows. It’s just not as efficient…. yet.
Another question of efficacy 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 topic line that then appears on the block itself.
From there, clicking on the’Design email’ button will automatically fire up the Editor:
Now, you’ll be briefly Redirected to the typical campaign creation wizard, which I covered earlier in the critique.
This time, however, as Soon as You’ve created your email, clicking the ‘Done editing’ button will direct you back to the automations workflow rather than the usual sending alternatives.
Finally, your email address will be Loaded into your own automation.
A nice touch here is using a thumbnail preview of your Email inside your automation block, so it’s possible to get an concept about what it contains at a glance.
While this process may seem like A grind on paper, it’s actually much faster than what I am utilized to with other email advertising tools — ActiveCampaign being a fantastic example.
On the other hand, if you have come over from something such as ConvertKit where The editor is loaded inside the automations builder, so you will likely find this a downgrade in performance.
It’s quick enough for me, Personally, however I guess it is all relative.
Before I wrap up this section, there’s 1 type of automation You will not find in MailerLite, also that I think that it’s important to highlight.
The ability to activate an automation (or measure ) based on the way Subscribers interact with the pages on your website.
This Sort of behavioral targeting just is not accessible MailerLite right now, so if it’s something you use or plan to use, you may want to skip this one. Email Marketing Best Practices White Paper
The cost of MailerLite is undoubtedly among the tools biggest Selling things, and let’s face it, we all love a fantastic deal.
For starters, they offer an infinite free plan that includes All attributes (including premium) to get up to 1,000 subscribers.
While There’s some subtle Branding on your emails using this plan, it’s still an amazing alternative for anyone starting out.
And what about the top programs?
It turns out, at around half of the Cost of the rivalry generally, MailerLite is undoubtedly one of the cheapest options on the industry. Additionally, if you are willing to pay yearly, you are also able to get a much greater discount.
In Reality, I have not been able to locate anything that does the same job, cheaper.
MailerLite is among 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 virtually anything you can throw at it.
I find MailerLite strikes the perfect balance Between flexibility, simplicity and speed, and at a price point you will seriously struggle to beat.
Thinking about giving it a spin? Let us know how it works for you From the comments. Email Marketing Best Practices White Paper