Introduction Forrester Wave Email Marketing
If I asked you to name an email Marketing tool, what could you say? Forrester Wave Email Marketing
MailChimp? Aweber? ActiveCampaign?
Like many online industries today, email advertising continues to be Dominated by the identical large players for the previous decade. Which means that they get encouraged very deeply and achieve 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 short article, I will be tearing 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 switch.
– Uses tag-based system (called Groups)
– Powerful Segmentation using principles
– Custom Fields for advanced email personalization
– Advanced Campaign kinds (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 using 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 website monitoring Forrester Wave Email Marketing
Like most email marketing providers Nowadays, You’ll Need to Go through a review process before being able to properly use the software.
When you first register, you’ll be asked to complete your profile.
This includes information such as your organization name, site, 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 remains part of the acceptance process, and MailerLite will Simply inquire which email is associated to that domain so they could 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 Site, and ascertain whether you’re a good fit for their service.
(In other words, they’re making sure you are not a spammer/scammer)
As shown above, you’ll nevertheless be Able to use the software to create campaigns and play with the attributes, but you will not have the ability to send anything until accepted.
I was”partially” approved within a few hours, which gave me a Temporary limitation of 500 subscribers.
Here’s what the email said:
But while these measures are not perfect for getting started, it Does help stop malicious users from damaging everybody’s deliverability.
If you’re anything like me, you’ll rely on automations to Deal with Nearly all your email marketing.
(We will get to automations shortly, don’t worry.)
But whether it’s a brand new blog post, 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’Produce Campaign’ will give you several options.
– Regular campaign: 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 subscribers who Don’t start your broadcast email, with the option of altering the subject line and email articles.
– RSS effort: Create a recurring campaign That sends new content to readers using your website’s RSS feed.
Apart from a few added options, the Majority of these will follow The exact same step-by-step procedure of a standard campaign.
So let’s walk you through it.
As Soon as You click to create your campaign, you’ll be requested to Select a favorite editor, whether that be the dragn’ drop, rich text or HTML.
You can change to the Templates tab and select from one of the pre-designed email templates — which will move you to the dragn’ drop editor by default.
At 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 contemporary.
And, of course, if you would just Prefer to reuse a previous email, you can click on the’Recent Emails’ tab.
For this example, I’ll select the first template in the library.
The editor is easy to use, Making viewing these templates a 5-minute job.
You can also utilize the cubes in the sidebar to add different Types of content to your email, including videos, product columns, and societal links.
After making your changes, simply click’Done Editing’ and you’ll Be taken to the recipients’ options where you are able to choose your classes or sections.
The advanced tab also allows you To build segment-like rules , in the event 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, whether that is instantly, at a set time/date, or according to your subscribers time zones.
Impressive, right? Forrester Wave Email Marketing
Handling Your Subscribers
Possessing granular control over your readers is arguably among The most essential facets of any email advertising software today.
Because highly personalized campaigns Are Essential if You are looking to increase opens, clicks, and, most importantly, your conversions.
And while most providers allow you to”label” subscribers in order To target them more effectively, MailerLite utilizes a slightly different strategy.
When you start up your subscriber dashboard, you’ll see two Choices; Segments and Groups.
Segments are essentially principles.
Your subscribers belong to a segment only when they meet the Specified principles, and will be automatically added or removed accordingly.
Here is what setting up a rule looks like:
Notice the way you can even combine Rules, as well as an alternate rule if the first does not exist.
Pretty smart, eh?
The following tab is for groups, and also the difference in title, These act much like your usual”tagging” system.
(MailerLite even debated Changing the name to’Tags’, but ultimately decided against it)
Unlike Segments, Groups are updated manually or via an Automation rule — which we will get into in a minute — and they have no value aside from what you call them.
As you Begin to use this platform, you’ll begin to understand At which Segments and Groups are generally used, but MailerLite offers a hand in case you’re uncertain:
Basically, groups are much more of a Deliberate activity on a per-subscriber basis, whereas Segments permit you to lump multiple contributors together according to a frequent denominator.
A tad confusing, I will admit… but I feel it is a fair trade-off For the added 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 fields, such as name, company, and nation.
If you want to create your own custom fields, you can do so 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 information in distinct columns… or can easily add these fields to your types which will only apply to prospective subscribers.
Here’s a screenshot of a test field I created and added to a form:
I will not go too much to the form Stuff here because I have an entire section on this below, but this is the approach I’d recommend if you wanted to use this attribute.
Again, as Soon as You’ve collected your custom field information from fresh Readers, you are able to pull them in to your email content and subject line.
Just click the’Personalization’ drop down and choose your Custom field.
I am barely scraping the surface Of what’s possible with custom fields, but it’s important to know that this is a feature you may use.
Overall, it is fair to state MailerLite has their contributor Management and personalization features on point. Forrester Wave Email Marketing
If you are not impressed by what you’ve seen up to Now, then maybe The webpage builder will tickle your fancy.
After choosing’Landing Pages’ in the forms page, then you’ll be Able to select from 8 pre-designed templates.
Again, while the template choice Isn’t winning any awards, but it will offer a fantastic foundation to work from if, like the majority people, you do not have that natural eye for layout.
I went ahead and chosen the’Lead Generation’ template, however They finally do the identical job; 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 better than some dedicated solutions *cough* WPBakery.
Along with the fundamental building blocks, you can use components like Hero segments, popup buttons, reviews and countdown timers.
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 three kind types.
Form Builder Tool
Unlike some email marketing tools, MailerLite actually offers a Adequate pair of form building tools.
Also, but you can also create popups and landing pages Through this exact same interface, so there’s a lot to cover here.
Let us begin with your Bog-standard embedded form.
These forms are created inside MailerLite in order to get An embed code, which you can then place on your site to show it on specific pages.
Despite starting off super basic, the form designer allows you To customize everything from the form style, subjects, background, name, input fields and, clearly, the button.
Form text may also be edited directly, which gives you a Opportunity To envision your own copy in real time.
It would’ve been nice to have Some templates here, but as you know, there’s more to some form than simply its appearance.
Clicking the’Settings’ tab will Make It Possible for you to configure how the Form functions, including adding extra fields and establishing a custom success page.
(There’s a GDPR compliance alternative. Sweet.)
And talking of the success page…
…MailerLite also enables you to customize the default message, Which can replace the embedded form also prevents users from redirecting.
Last but certainly not least, you Can assess how your form displays on mobile by switching the toggle to reactive mode.
You won’t be able to make any layout changes , but it makes Sense to test, nevertheless.
So that is an Summary of the 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, you will find 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 Comprehensive choice, they do offer a fantastic base to work from and the editor is just as simple to use with this form type.
Clicking on the’E-commerce’ template takes me into a preview Before moving into the editor.
Here, you’ll notice there are some new choices under form types This time around:
Contemplating paid programs 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 play with the styling options to get it Matched with your branding.
Finally, you can choose the close Behavior of your type under the’Settings’ tab.
The default option is 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 Data in the main dashboard.
Here you’ll see everything from campaign open and click data, Subscriber growth, automation analytics, and kind signups.
Clicking into any effort will Give you special reporting for this effort.
This is where you’ll discover a few statistics such as Unsubscribes, spam complaints, bounces, reading surroundings, email client and more.
This should be plenty of Information for the average user…
…but if you really want To dig into the numbers, it is possible to click into individual areas of the report to get a more comprehensive breakdown.
You can find some real gems under These reports.
For example, the’View Email’ tab also shows a click map, so You can see your subscribers interacted to one another.
Reports for automations are Accessible under the’Automations’ tab, though I found these to be less enlightening than campaign reports.
Here’s a quick example:
Total, MailerLite does a Stellar job with their reporting port, and most will find the available statistics more than enough to meet their demands.
What is email marketing with no dashboard of automation?
For most reading this, MailerLite’s automation capabilities Could easily make or break this particular review.
The great news? If you’ve ever used a visual workflow builder, You’ll instantly feel at home here…
Much like the rest of MailerLite, The automations interface is simple, clean and easy to navigate — something that certainly can’t be said for 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, adding a Delay, a conditional split, or an act, such as transferring a subscriber or updating their records.
Here’s a straightforward workflow I set together, where readers Are unsubscribed when they don’t open my email within seven days.
There are countless Possibilities in regards to workflow automations similar to this, and MailerLite should not have any trouble with the vast majority of use cases.
Granted, it is not quite as Feature-rich as something like ActiveCampaign because it lacks some of the conditional components. (Split, Visit, Goal, etc.. )
For Instance, there’s currently no automation for transferring Readers directly into another automation.
That being said, the Majority of these actions can still be achieved by moving Subscribers into various classes that activate new automation workflows. It is simply not as efficient…. yet.
Another question of efficiency here is when generating new mails From the automation workflow builder.
After having an email cube to The workflow, you’ll be asked to put in your subject line which 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 previously in the review.
This time, but as Soon as You’ve created your email, clicking the ‘Done editing’ button will direct you back into the automations workflow instead of the usual sending options.
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 find an idea of what it contains at a glimpse.
While this procedure may seem like A grind on paper, it is really much faster than what I’m 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, you’ll probably find that this downgrade in performance.
It’s fast enough for me, Personally, however I guess it’s all relative.
Before I wrap up this segment, there is one type of automation You won’t find in MailerLite, also I think that it’s important to highlight.
The ability to trigger an automation (or measure ) based on the way Readers interact with the webpages on your website.
This kind of behavioral targeting just isn’t accessible MailerLite right now, so if it’s something you use or plan to use, you might want to skip this one. Forrester Wave Email Marketing
The Price of MailerLite is one of those tools largest Selling things, and let’s face it, most of us love a fantastic bargain.
For starters, they offer an unlimited free plan that includes All features (including premium) to get as many as 1,000 subscribers.
While there is some subtle Branding in your mails using this plan, it is still an amazing option for those starting out.
And what about the top plans?
It turns out, at around half of the Cost of this rivalry on average, MailerLite is undoubtedly among the least expensive options on the industry. Additionally, if you’re willing to pay yearly, you can also get a much better discount.
In fact, I haven’t been able to locate anything that does exactly the Exact Same job, cheaper.
MailerLite is one of the email advertising tools The (very crowded) industry in the last couple of decades, and that’s no easy feat.
While it’s not as fast 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, speed and simplicity, and all at a price point you will seriously struggle to beat.
Thinking of giving it a twist? Let us know how it works for you From the remarks. Forrester Wave Email Marketing