Background How Does Email Marketing Software Work
If I asked you to name an email Marketing instrument, what could you say? How Does Email Marketing Software Work
MailChimp? Aweber? ActiveCampaign?
Like many online businesses now, email advertising continues to be Dominated by the identical large players for the previous ten years. Which means that they get encouraged very deeply and accomplish a great deal of mindshare.
Now and then, however, an Underdog disrupts the marketplace, causing long-time customers to question their loyalties.
MailerLite has done precisely that.
So today, in this review, I’ll be ripping MailerLite from limb To limb to find out whether 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 principles
– Custom Fields for innovative email personalization
– Advanced Campaign types (auto-resend, A/B, etc.)
– Easy to Utilize email builder/template editor
– Practical Email components for example countdowns and product boxes
– Intuitive Form, popup and landing page builder
– Supports Automations employing visual workflows
– Offers Both digestible and in-depth reporting
– A Fraction of the cost compared to most other options
– Strict Approval process
– Few email Templates available
– Very few Form templates available
– Can’t Create mails without leaving the visual workflow builder
– No Support for website tracking How Does Email Marketing Software Work
Like most email advertising providers Nowadays, You’ll 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 organization name, website, Industry, address, company size, list size and also the type of content you plan to send.
Then, You Have to confirm your Site (or domain ).
This is still part of this acceptance process, and MailerLite will Simply inquire which email is associated to that domain so they can email you a confirmation link.
Once you’ve completed these Steps, you ought to wait it out.
The MailerLite team will review your application, check your Website, and determine whether you are a good fit for their services.
(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 perform with the features, 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 measures are not ideal for getting started, it Does help prevent unscrupulous users from damaging everybody’s deliverability.
If you’re anything like me, you’ll rely upon automations to Deal with Nearly all your email advertising.
(We’ll get to automations shortly, do not worry.)
But whether it is a new blog post, 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 give you several options.
– Regular campaign: A Conventional broadcast email.
– A/B split campaign: Multiple email Versions, including subject line, from name and, yes, even content. (Woop!)
– Auto resend: Resend to subscribers who Don’t open your broadcast email, with the choice of changing the subject line and email articles.
– RSS campaign: Create a recurring campaign That sends new content to readers using your website’s RSS feed.
Aside from a few additional choices, the Majority of these will follow The same step-by-step process of a normal campaign.
So let us walk you through it.
Once you click to create your campaign, you’ll be requested to Select a favorite editor, whether that’s the dragn’ drop, rich text or HTML.
You can change to the Templates tab and choose from one of their 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 select From which is somewhat on the low side, however, 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 instance, I will select the first template from the library.
The editor is easy to use, Making viewing these templates a 5-minute job.
You can also utilize the blocks in the sidebar to add different Kinds of content to your email, including videos, merchandise columns, and societal connections.
After making your changes, just click’Done Editing’ and you’ll Be carried to the recipients’ choices where you can choose your groups or segments.
The advanced tab also allows one To build segment-like rules on-the-fly, in the event your targeting isn’t quite right.
Finally, right before sending, then you’ll get to the’Program’ screen.
This is where you control when your broadcast email should go Out, whether that is immediately, at a set time/date, or according to your subscribers time zones.
Impressive, right? How Does Email Marketing Software Work
Managing Your Subscribers
Possessing granular control over your readers is arguably one of The most essential facets of any email advertising software today.
Because highly personalized efforts are necessary if You are looking to increase clicks, opens, and, above all, your conversions.
And while most providers Permit You to”tag” readers in order To target them effectively, MailerLite utilizes a slightly different strategy.
When you open up your subscriber dashboard, you’ll see two Options; Segments and Groups.
Segments are basically 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 how you can even blend Principles, as well as another rule if the first doesn’t exist.
Pretty smart, eh?
The following tab is for groups, and despite the difference in title, These act much like your normal”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 have no value aside from what you actually call them.
As you start to use this platform, you’ll begin to understand At which Segments and Groups are typically 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 allow you to bulge multiple contributors collectively based on a frequent denominator.
Somewhat confusing, I’ll admit… but I feel it is a fair trade-off For the additional flexibility. Besides, they are optional.
Last, the’Fields’ tab is used to personalize your email copy.
You’ll notice that MailerLite has Already populated this area with their own fields, such as name, company, and country.
If You Would like 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 file of your readers along with Your custom field data in separate columns… or can simply add these fields to your forms which will only apply to future readers.
Here’s a screenshot of a test field I made and added into a form:
I will not go too much to the shape Things here because I have an entire section on that below, but this is the strategy I would recommend if you wished 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 the’Personalization’ drop down and choose your Customized field.
I’m barely scratching the surface Of what is possible with custom fields, but it’s important to understand this is a feature you can use.
Overall, it is reasonable to say MailerLite has their contributor Direction and personalization features on point. How Does Email Marketing Software Work
If you are not impressed by what you’ve seen so far, then perhaps The webpage builder will tickle your fancy.
After selecting’Landing Pages’ from the forms page, then you’ll be Able to select from 8 pre-designed templates.
Again, while the template selection Is not winning any awards, but it will offer a great base to work from if, for example the majority of us, you do not 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 it is better than a few dedicated solutions *cough* WPBakery.
Together with the basic building blocks, you can use elements like Hero segments, popup buttons, reviews and countdown timers.
It will not be replacing landing Page builders like 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 marketing tools, MailerLite actually Provides a Decent set of form building tools.
Also, but you can also create popups and landing pages Through this exact same interface, so there is a whole lot to cover .
Let us start with your Bog-standard embedded form.
These forms are created inside MailerLite so as to get An embed code, which you can then place on your site to display it on particular pages.
Despite starting off super basic, the form designer lets you To customize everything from the form style, fields, background, name, input fields and, of course, the button.
Form text may also be edited directly, which gives you a chance To visualize your 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 appearance.
Clicking on the’Settings’ tab will Make It Possible for you to configure how the Form works, including adding additional fields and setting 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, That can replace the embedded form also prevents users .
Last but surely not least, you Can check the way 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’s an Summary of the Embedded form but as I said before, you can even create popup forms in MailerLite.
While the majority of this setup process is identical, you will find 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 selection, they do offer a fantastic 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 a few new options under form types Now around:
Contemplating paid tools such as Thrive Leads exist for both ribbons and slide-in forms, it is pretty impressive to see this level of control over popup types.
And, like before, you can play with the styling options to get it Matched with your branding.
Last, you can Select the near Behavior 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 option, or have both.
That is really where most email Marketing platforms would render you, but MailerLite has one more trick up its sleeve.
Reporting & Analytics
Like many tools, you’ll find a summary of your effort Data in the main dashboard.
Here you’ll see everything from effort open and click data, Subscriber development, automation stats, and form signups.
Clicking into any effort will Give you special reporting for this campaign.
This is where you’ll discover a few more advanced statistics such as Unsubscribes, spam complaints, bounces, studying surroundings, email client and much more.
This should be plenty of Information for the average consumer…
…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 displays a click map, so You can see your readers interacted to one another.
Reports for automations are also Accessible under the’Automations’ tab, though I found these to be less insightful than campaign reports.
Here’s a Fast example:
Overall, MailerLite does a Stellar job with their reporting interface, and most will get the available statistics more than sufficient to fulfill their needs.
What is email advertising without a dash of automation?
For most reading this, MailerLite’s automation capabilities Could easily make or break this review.
The good news? If you have ever used a visual workflow builder, then You’ll instantly feel at home here…
Much like the rest of MailerLite, That the automations interface is simple, clean and simple to navigate — something which certainly can’t be said for every email advertising program.
After establishing 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 action, like transferring a contributor or upgrading their records.
Here’s a straightforward workflow I set together, where readers Are unsubscribed if they don’t open my email within 7 days.
There are innumerable Possibilities when it comes to workflow automations like this, and MailerLite should have no trouble with the vast majority of use cases.
Granted, it is not quite as Feature-rich as something such as ActiveCampaign because it lacks some of the conditional elements. (Split, Go To, Goal, etc.. )
For Instance, there’s now no automation for transferring Readers directly into a different automation.
That being said, most of these activities can Nevertheless Be achieved by moving Subscribers into various groups that activate new automation workflows. It’s simply not as effective…. yet.
Another matter of efficiency here is when generating new emails In the automation workflow builder.
After having an email block to The workflow, you will be asked to add your subject line that 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 standard campaign creation wizard, which I covered previously in the critique.
This time, however, once you’ve established your email, clicking the ‘Done editing’ button will guide you straight back to the automations workflow instead of the usual sending options.
Finally, your email address will be Loaded into your own automation.
A nice touch here is using a thumbnail preview of your Email within your automation cube, so you can get an idea of what it contains at a glance.
While this procedure may seem like A grind on newspaper, 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’ve come over from something such as ConvertKit where The editor is loaded within the automations builder, you will probably find this a downgrade in performance.
It’s quick enough for me, Personally, but I guess it is all relative.
Before I wrap up this section, there’s 1 type of automation You will not find in MailerLite, and that I think it’s very important to highlight.
The ability to trigger an automation (or step) based on the way Subscribers interact with all the pages on your website.
This kind of behavioral targeting only is not accessible MailerLite right now, so if it’s something you use or intend to utilize, you may want to skip this one. How Does Email Marketing Software Work
The cost of MailerLite is one of those tools largest Selling points, and let us face it, we all love a fantastic bargain.
For starters, they offer an unlimited free plan that includes All attributes (including premium) to get up to 1,000 subscribers.
While There’s some subtle Branding in your emails using this program, it’s still an wonderful option for those starting out.
And what about the top programs?
It ends up, at approximately half the Price of the competition generally, MailerLite is undoubtedly among the least expensive options on the industry. Plus, if you’re willing to pay annually, you can also get an even better discount.
In fact, I haven’t been able to locate anything that does the Exact Same job, cheaper.
MailerLite is one of the email advertising tools The (very crowded) industry in the last couple of decades, which is no easy feat.
While it is not as fast 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, simplicity and speed, and all at a price point you’ll seriously struggle to conquer.
Thinking about giving it a twist? Let us know how it works for you From the comments. How Does Email Marketing Software Work