Intro Email Marketing Segmentation Techniques
If I asked you to name an email Marketing tool, what could you say? Email Marketing Segmentation Techniques
MailChimp? Aweber? ActiveCampaign?
Like many online businesses today, email marketing has been Dominated by the identical large players for the last decade. Which means that they get promoted very heavily and accomplish a great deal of mindshare.
Now and then, however, an Underdog disrupts the market, inducing long-time customers to question their loyalties.
MailerLite has done exactly that.
So now, in this review, I’ll be ripping MailerLite from limb To limb to see if it stands its own ground against the big boys…
…and, what’s more, whether youshould consider making the change.
– Uses tag-based system (called Groups)
– Powerful Segmentation using rules
– Custom Fields for advanced email personalization
– Advanced Campaign kinds (auto-resend, A/B, etc.. )
– Simple to Utilize email builder/template editor
– Practical Email components such as countdowns and merchandise boxes
– Intuitive Form, popup and landing page builder
– Supports Automations using visual workflows
– Offers Both readable and comprehensive reporting
– A Fraction of the cost compared to most other options
– 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 tracking Email Marketing Segmentation Techniques
Like most email marketing providers these days, You’ll Need to Go through a review process before being able to correctly use the program.
When you first sign up, you’ll be asked to complete your profile.
This includes information such as your company name, website, Business, address, company size, list size and even the kind of content you plan to send.
Then, you need to verify your Website (or domain name).
This is still part of the approval process, and MailerLite will Simply inquire which email is associated to that domain so they can email you a verification link.
Once you’ve completed these Measures, you ought to wait it out.
The MailerLite staff 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 revealed above, you’ll nevertheless be Able to use the software to create campaigns and play with the attributes, but you won’t be able to send anything until 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 steps aren’t perfect for getting started, it Does help prevent unscrupulous users from damaging everybody’s deliverability.
If you’re anything like me, you’ll rely on automations to handle The majority of your email marketing.
(We’ll get to automations soon, do not worry.)
But if it is a new blog article, podcast, or timely Announcement, there is always a reason to send a more instant email.
That’s where’Campaigns’ come in.
Clicking the brand new’Produce Campaign’ will provide you several options.
– Regular effort: A Conventional broadcast email.
– A/B split campaign: Multiple email Versions, such as subject line, from name and, yes, even email content. (Woop!)
– Auto resend: Resend to readers who Do not start your broadcast email, with the choice of changing the subject line and email articles.
– RSS effort: Create a recurring campaign That sends fresh content to subscribers using your site’s RSS feed.
Aside from a few additional choices, the Majority of these will follow Exactly the exact same step-by-step process of a normal campaign.
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 change to the Templates tab and select from among the pre-designed email templates — that will move you into the dragn’ drop editor .
In the time of writing, there are 21 email templates to choose From which is a little on the low side, but the layouts are super modern.
And, of course, if you would 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 work with, Which makes customizing these templates a 5-minute job.
You can also utilize the blocks in the sidebar to include distinct Types of articles to your email, such as videos, merchandise columns, and societal links.
After making your adjustments, just click’Done Editing’ and you’ll Be taken to the recipients’ options where you are able to select your classes or sections.
The tab also allows one To build segment-like rules on-the-fly, in the event your targeting is not quite perfect.
Finally, before sending, then you’ll get into the’Program’ screen.
This is where you control if your broadcast email should go Out, if that is instantly, at a set time/date, or in accordance with your subscribers time zones.
Impressive, right? Email Marketing Segmentation Techniques
Handling Your Subscribers
Having granular control over your readers is arguably one of The most important facets of any email marketing program now.
Because highly personalized campaigns are necessary if You’re looking to increase clicks, opens, and, most importantly, your own conversions.
And while most providers allow 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 notice two Choices; Segments and Groups.
Segments are essentially rules.
Your readers belong to a section 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 how you can also blend Principles, in addition to an alternate rule when the first doesn’t exist.
Pretty smart, eh?
The next tab is for classes, and despite the difference in name, These act much like your usual”tagging” system.
(MailerLite even debated Changing the title to’Tags’, but finally decided against it.)
Unlike Segments, Groups are upgraded manually or via an Automation rule — that we will get into in a moment — and they don’t have any value aside from what you call them.
As you Begin to use this platform, you’ll Start to understand At which Segments and Groups are generally used, however, MailerLite offers a hand in case you’re uncertain:
Fundamentally, groups are much more of a Deliberate activity on a per-subscriber basis, whereas Segments permit you to lump multiple subscribers collectively based on a frequent denominator.
A tad confusing, I’ll admit… but I feel 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 will notice that MailerLite has Already populated this region with their particular fields, such as name, company, and nation.
If You Would like to create your own custom fields, you can do this by Clicking the’Add new field’ button.
So how do they actually work?
You can either upload a CSV record of your subscribers along with Your custom field data in distinct columns… or can simply add these fields to a forms which will only apply to prospective readers.
Here’s a screenshot of a test area I made and added into a form:
I won’t go too much to the form Things here because I have a whole section on this below, but this is the approach I would recommend if you wished to use this attribute.
Again, as Soon as 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 choose your Custom field.
I am barely scratching the surface Of what is possible with custom fields, but it is important to know that this is a feature you may use.
Overall, it is reasonable to say MailerLite has their contributor Direction and personalization features on stage. Email Marketing Segmentation Techniques
If you’re not impressed with what you’ve seen up to Now, then perhaps The page 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 selection Is not winning any awards, it does offer a fantastic base to work from if, like most people, you don’t have that pure eye for design.
I went ahead and selected the’Lead Generation’ template, however They ultimately do the same 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’ve used my fair share of Visual page builders, and this is already better than a few dedicated alternatives *Infection * WPBakery.
Along 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 soon, but credit where credit due, this thing over-delivers on all 3 kind types.
Form Builder Tool
Unlike some email advertising tools, MailerLite actually Provides a Decent set of type building tools.
Also, but you can also create popups and landing pages Through this same interface, so there is a lot to cover .
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 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, fields, background, title, input fields and, of course, the button.
Form text can also be edited directly, which Provides you a chance To envision your own copy in real-time.
It would’ve been nice to have Some templates, but as you know, there’s more to a form than just its physical appearance.
Clicking the’Settings’ tab will allow you to configure how the Form functions, such as adding additional fields and establishing a custom success page.
(There is even a GDPR compliance alternative. Sweet.)
And speaking of the success webpage…
…MailerLite also enables you to customize the default message, Which will replace the embedded kind also prevents users .
Last but certainly not least, you Can assess how your form screens on cellular by switching the toggle to reactive mode.
You won’t Have the Ability to make any layout changes here, but it makes Sense to test, nevertheless.
So that is an overview of this Embedded form but like I said before, you can even create popup forms in MailerLite.
While the majority of this setup process is identical, there are Still a few differences I’d like to point out.
Unlike embedded forms, you can choose between a set of Templates:
While this isn’t the most In depth selection, they do provide a good foundation to work from and the editor is at least as easy to use with this form type.
Clicking the’E-commerce’ template takes me to a preview Before moving into the editor.
Here, you’ll notice there are some new choices under form types This time around:
Considering paid tools such as Thrive Leads exist for ribbons and slide-in forms, it’s pretty impressive to observe this amount of control over popup forms.
And, like before, you can perform the styling options to get it Matched with your branding.
Finally, you can Select the close Behavior of your form under the’Settings’ tab.
The default option is that the X icon, but you can swap out this for A”No thanks” text choice, or have both.
That is 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 campaign Statistics in the main dashboard.
Here you’ll see everything from effort open and click info, Subscriber development, automation analytics, and form signups.
Clicking into any campaign will Give you special coverage for that effort.
This is where you’ll discover some more advanced statistics such as Unsubscribes, spam complaints, bounces, reading surroundings, email client and much more.
This should be plenty of Information for the average user…
…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.
By Way of Example, the’View Email’ tab also shows a click map, so It’s possible to see your subscribers interacted to one another.
Reports for automations are Accessible under the’Automations’ tab, though I found to be less insightful than campaign reports.
Here’s a Fast example:
Total, MailerLite does a Stellar job with their reporting interface, and most will get the available statistics more than enough to meet their demands.
What is email advertising with no dash of automation?
For most reading this, MailerLite’s automation capabilities Could easily make or break this review.
The good news? If you have used a visual workflow builder, You’ll immediately feel at home here…
Much like the rest of MailerLite, That the automations interface is easy, clean and easy to navigate — something which certainly can’t be said for every email marketing program.
After establishing your trigger, you can begin adding measures to your workflow.
These measures can be anything from sending an email, adding a Delay, a conditional split, or an action, such as 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 countless Possibilities when it comes 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 such as ActiveCampaign since it lacks some of the conditional elements. (Split, Visit, Goal, etc.)
For Instance, there’s now no automation for moving Readers directly into another automation.
That being said, the Majority of these activities can still be achieved by moving Subscribers into various classes that activate new automation workflows. It is just much less effective…. yet.
Another question of efficiency here is when creating new mails From the automation workflow builder.
After adding an email cube to The workflow, you’ll be asked to add your topic line that then appears on the block itself.
From there, clicking the’Design email’ button will fire up the Writer:
Now, you’ll be temporarily Redirected to the typical campaign creation wizard, which I covered earlier in the review.
This time, however, as Soon as You’ve established your email, clicking on the ‘Done editing’ button will guide you straight back into the automations workflow instead of the usual sending alternatives.
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 block, so it’s possible to find an idea of what it contains at a glance.
While this procedure may seem like A grind on newspaper, it’s really much quicker than what I’m used to with other email marketing tools — ActiveCampaign being a fantastic 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 likely find that this downgrade in performance.
It’s quick enough for me, Personally, however I guess it is all relative.
Before I wrap up this segment, there’s 1 type of automation You will not find in MailerLite, also that I think that it’s very important to highlight.
The ability to activate an automation (or step) based on how Subscribers interact with all the webpages on your website.
This Sort of behavioral targeting only is not available in MailerLite right now, so if it’s something you use or intend to utilize, you might want to skip this one. Email Marketing Segmentation Techniques
The cost of MailerLite is among those tools biggest Selling points, and let us face it, we all love a good deal.
For starters, they offer an unlimited free plan that includes All attributes (including premium) for as many as 1,000 subscribers.
While There’s some subtle Branding on your mails using this program, it’s still an amazing alternative for those starting out.
And what about the top plans?
It turns out, at approximately half of the Price of the rivalry on average, MailerLite is undoubtedly one of the least expensive options on the market. Plus, if you’re ready to pay yearly, you can also get an even greater discount.
In Reality, I have not been able to find anything that does the same job, cheaper.
MailerLite is among those very few email marketing tools The (very crowded) sector in the last couple of decades, and that’s no simple feat.
While it’s not as quickly as ConvertKit, or as feature-rich As ActiveCampaign, or as template-heavy as MailChimp, it performs exceptionally well at virtually anything you can throw at it.
I find MailerLite strikes the best balance Between flexibility, speed and simplicity, and all at a price point you’ll seriously struggle to beat.
Thinking of giving it a twist? Let us know how it works for you In the remarks. Email Marketing Segmentation Techniques