Background Email Marketing Theory
When I asked you to name an email Marketing instrument, what would you say? Email Marketing Theory
MailChimp? Aweber? ActiveCampaign?
Like most online businesses now, email marketing continues to be Dominated by the same large players for the last ten years. Which means that they get encouraged very deeply and accomplish a lot of mindshare.
Now and then, however, an Underdog disrupts the market, causing 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 find out whether 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 advanced email personalization
– Advanced Campaign types (auto-resend, A/B, etc.)
– Easy to Use email builder/template editor
– Practical Email components for example countdowns and merchandise boxes
– Intuitive Type, popup and landing page builder
– Supports Automations employing visual workflows
– Offers Both readable and in-depth reporting
– A Fraction of the cost compared to most other options
– 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 Email Marketing Theory
Like most email marketing providers these days, you will need to Go through a review process before being able to properly use the program.
When you first sign up, you’ll be asked to complete your profile.
This includes information like your organization name, website, Business, address, company size, list size and even the kind of material you intend to send.
Then, You Have to verify your Site (or domain ).
This is still part of this acceptance process, and MailerLite will Simply inquire which email is related to that domain so they can email you a verification link.
As Soon as You’ve completed these Steps, you ought to wait it out.
The MailerLite team will review your application, assess your Site, and determine whether you are a fantastic match for their services.
(Quite simply, they’re making sure you are not a spammer/scammer)
As revealed above, you’ll still be Able to utilize the software to make campaigns and play with the features, but you will not have the ability 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 aren’t perfect for getting started, it Does help prevent unscrupulous users from hurting everyone else’s deliverability.
If you are anything like me, you’ll rely on automations to Deal with The majority of your email advertising.
(We will get to automations soon, do not worry.)
But whether it is a brand new blog post, 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 provide you several options.
– Regular effort: A traditional broadcast email.
– A/B split effort: Multiple email Variations, such as 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 option of altering the subject line and email content.
– RSS campaign: Produce a recurring campaign That sends new content to readers using your site’s RSS feed.
Aside from a few additional choices, the Majority of these will follow The same step-by-step procedure of a normal effort.
So let us walk you through it.
Once you click to create your campaign, you’ll be requested to Select a preferred editor, whether that’s the dragn’ drop, rich text or HTML.
You can change to the Templates tab and choose from among their pre-designed email templates — that will move you to the dragn’ drop editor .
In the time of writing, there are 21 email templates to choose From which is somewhat on the low side, but the designs are super modern.
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 customizing these templates a 5-minute job.
You can also use the blocks in the sidebar to include different Types of articles to your email, such as videos, product columns, and social connections.
After making your changes, just click’Done Editing’ and you will Be carried to the recipients’ choices where you are able to select your classes or segments.
The tab also allows you To build segment-like rules , in case your targeting isn’t quite perfect.
Finally, before sending, you’ll get to the’Schedule’ screen.
This is where you control when your broadcast email should go Out, if that is instantly, at a set time/date, or in accordance with your readers time zones.
Impressive, right? Email Marketing Theory
Managing Your Subscribers
Possessing granular control over your subscribers is arguably among The most important aspects of any email advertising program now.
Because highly personalized campaigns are necessary if You’re searching to increase opens, clicks, and, above all, your own conversions.
And while many providers allow you to”label” subscribers in order To target them more effectively, MailerLite uses a slightly different strategy.
When you open up your subscriber dash, you’ll see two Options; Segments and Groups.
Segments are basically rules.
Your subscribers belong to a section only when they meet the Specified rules, and are automatically inserted or removed so.
Here is what establishing a rule looks like:
Notice the way you can also combine Principles, as well as another rule if the first doesn’t exist.
Pretty smart, eh?
The next 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 finally decided against it)
Contrary to Segments, Groups are updated manually or via an Automation rule — that we will get to in a minute — and they have no value besides what you actually call them.
As you start to use this stage, you’ll begin to understand At which Segments and Groups are typically used, however, MailerLite delivers a hand in the event you’re unsure:
Fundamentally, groups are more of a Deliberate activity on a per-subscriber basis, whereas Segments permit you to bulge multiple subscribers collectively according to a common denominator.
Somewhat confusing, I’ll admit… but I believe it is a fair trade-off For the additional flexibility. In any case, they’re optional.
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 title, company, and country.
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 record of your subscribers along with Your custom field information in distinct columns… or can simply add these fields to a types which will only apply to prospective subscribers.
Here’s a screenshot of a test area I created and added into a form:
I will not go too much into the form Stuff here since I have an entire section on this below, but this is the approach I’d recommend if you wanted to use this attribute.
Again, once you’ve gathered your custom field information from new Subscribers, you can 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 scraping the surface Of what is possible with custom fields, but it’s important to know this is a feature you can use.
Overall, it’s reasonable to state MailerLite has their subscriber Direction and personalization features on point. Email Marketing Theory
If you are not impressed by what you have seen up to Now, then maybe The webpage builder will tickle your fancy.
After choosing’Landing Pages’ from the forms page, then you’ll be Able to select from 8 pre-designed templates.
Again, while the template choice Is not winning any awards, it does offer a fantastic foundation to work from if, like the majority of us, you don’t have that natural eye for design.
I went ahead and selected the’Lead Generation’ template, though They ultimately do the identical job; accumulate an email address.
This time, the editor will Provide you 17 building blocks to Further construct or change your landing page.
Now, I’ve used my fair share of Visual page builders, and this is better than a few dedicated alternatives *Infection * WPBakery.
Along with the fundamental 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 shortly, but credit where credit due, this item over-delivers on all 3 form types.
Form Builder Tool
Unlike some email marketing tools, MailerLite really offers a Decent set of form building tools.
Not only that, but you can also create popups and landing pages Through this same interface, so there is a lot to cover here.
Let’s begin with your Bog-standard embedded form.
These forms are first created inside MailerLite so as to get An embed code, which you can then place on your site to display it on specific pages.
Despite beginning super fundamental, the form designer lets you To personalize everything in the kind style, subjects, background, name, input fields and, of course, 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 some form than just its physical appearance.
Clicking the’Settings’ tab will allow you to configure how the Form works, including adding extra fields and establishing a custom success page.
(There is a GDPR compliance alternative. Sweet.)
And speaking of the success webpage…
…MailerLite also lets you customize the default message, Which will replace the embedded kind also prevents users .
Last but surely not least, you Can assess how your form displays on mobile by shifting the toggle to reactive mode.
You won’t Have the Ability to make any design changes , but it makes Sense to check, nevertheless.
So that is an overview of this Embedded form but as I said before, you can even create popup forms in MailerLite.
While the majority of this installation Procedure is identical, there are 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 In depth choice, they do provide a good foundation to work from and the editor is at least as simple 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 choices under form types Now around:
Contemplating paid programs like Thrive Leads exist for both ribbons and slide-in forms, it’s pretty impressive to see this level of control over popup types.
And, as before, you can perform with the styling options to get it Matched up with your own branding.
Last, you can Select the close Behaviour of your form under the’Settings’ tab.
The default option is that the X icon, but you can swap this out for A”No thanks” text choice, or have both.
That is where most email Marketing platforms would leave you, but MailerLite has one more 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 data, Subscriber development, automation analytics, and kind signups.
Clicking into any effort will Give you specific reporting for this campaign.
This is where you’ll find some 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 in Case You really want To dig into the numbers, you can 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 Email’ tab also displays a click map, so You can see how your subscribers interacted with your mails compared to one another.
Reports for automations are Accessible under the’Automations’ tab, though I found these to be less insightful than effort reports.
Here’s a quick example:
Overall, MailerLite does a Stellar job with their reporting interface, and most will find the available statistics more than enough to meet their demands.
What’s email advertising without a dashboard of automation?
For many reading this, MailerLite’s automation capabilities Could simply make or break this particular review.
The good news? If you have used a visual workflow builder, then You will instantly feel at home here…
Much like the rest of MailerLite, The automations interface is easy, clean and easy to navigate — something which certainly can not be said for every email advertising program.
After establishing your trigger, you can Start adding steps to your workflow.
These measures can be anything from sending an email, including a Delay, a bubble break, or an action, like transferring a subscriber or updating their records.
Here’s a straightforward workflow I set together, where readers Are unsubscribed if they do not open my email within 7 days.
There are innumerable Possibilities when it comes to workflow automations like 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 like ActiveCampaign since it lacks some of the conditional elements. (Split, Go To, Goal, etc.. )
For Instance, there’s currently no automation for moving Readers directly into a different automation.
That being said, the Majority of these actions can Nevertheless Be achieved by moving Subscribers into different groups that activate new automation workflows. It’s just not as effective…. yet.
Another question of efficacy here is when creating new mails In the automation workflow builder.
After adding an email block to The workflow, you will be asked to put in your topic line that appears on the block itself.
From there, clicking the’Design email’ button will automatically 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, however, as Soon as You’ve established your email, clicking on the ‘Done editing’ button will guide you straight back to the automations workflow rather than the usual sending options.
Finally, your email will be Loaded into your automation.
A Wonderful touch here is using a thumbnail preview of your Email inside your automation cube, so you can find an idea about what it contains at a glimpse.
While this process may seem like A grind on paper, it is really much quicker 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 like ConvertKit where The editor is loaded inside the automations builder, so you’ll likely find that this downgrade in performance.
It is quick enough for me, Personally, but I guess it’s all relative.
Before I wrap up this section, there’s one type of automation You will not find in MailerLite, also I think that it’s very important to highlight.
The ability to activate an automation (or step) based on the way Subscribers interact with all the pages on your site.
This kind of behavioral targeting just isn’t available in MailerLite right now, so if it’s something you use or plan to utilize, you might want to skip this one. Email Marketing Theory
The cost of MailerLite is one of those tools largest 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 as many as 1,000 subscribers.
While there is some subtle Branding in your mails using this program, it is still an amazing alternative for anyone starting out.
And what about the premium programs?
It turns out, at around half the Price of this rivalry generally, MailerLite is undoubtedly one of the least expensive options available on the industry. Additionally, if you are willing to pay yearly, you are also able to get a much better discount.
In fact, I have not been able to find anything that does exactly the Exact Same job, cheaper.
MailerLite is among those very few advertising tools The (very crowded) industry in the last couple of decades, 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.
I find MailerLite strikes the perfect balance Between flexibility, speed and simplicity, and all at a price point you will seriously struggle to beat.
Thinking about giving it a spin? Let us know how it works for you In the remarks. Email Marketing Theory