Introduction How To Write An Email Marketing Campaign
When I asked you to name an email Marketing tool, what would you say? How To Write An Email Marketing Campaign
MailChimp? Aweber? ActiveCampaign?
Like many online businesses now, email marketing has been Dominated by the same large players for the previous decade. Which means that they get encouraged very deeply and accomplish a lot 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 now, in this short article, I’ll be tearing MailerLite from limb To limb to see if 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 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 product boxes
– Intuitive Type, popup and landing page builder
– Supports Automations using visual workflows
– Offers Both readable and comprehensive reporting
– A Fraction of the price compared to most other options
– Strict Approval procedure
– Few email Templates accessible
– Very few Form templates accessible
– Can’t Create emails without leaving the visual workflow builder
– No Support for site monitoring How To Write An Email Marketing Campaign
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 register, you’ll be asked to complete your profile.
This includes information like your organization name, site, Business, address, company size, record size and even the type of content you plan to send.
Then, you need to verify your Site (or domain ).
This is still part of the approval process, and MailerLite will Simply ask which email is associated to that domain so they could email you a verification link.
Once you’ve completed those Measures, you ought to wait it out.
The MailerLite team will review your application, check your Website, and ascertain whether you’re a good fit for their services.
(Quite simply, they’re making sure you are not a spammer/scammer)
As shown above, you’ll still be Able to utilize the software to create campaigns and play with the attributes, but you will not have the ability to send anything until approved.
I had been”partially” approved within a few hours, which gave me a Temporary limitation of 500 subscribers.
Here’s what the email said:
However, while these measures aren’t ideal for getting started, it Does help prevent malicious users from damaging everyone else’s deliverability.
If you are anything like me, you’ll rely on automations to Deal with The majority of your email marketing.
(We will get to automations soon, don’t worry.)
But if it’s a new blog article, podcast, or timely Announcement, there’s always some excuse to send a more immediate email.
That’s where’Campaigns’ come in.
Clicking the new’Create 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 readers who Do not open your broadcast email, together with the choice of changing the subject line and email content.
– RSS campaign: Create a recurring campaign That sends new content to subscribers using your website’s RSS feed.
Apart from a few added options, most of these will follow The same step-by-step process of a normal campaign.
So let us walk you through it.
Once you click on to create your campaign, you’ll be asked to Pick a preferred editor, whether that’s the dragn’ drop, rich text or HTML.
Otherwise, you can switch to the Templates tab and select from among their pre-designed email templates — that will move you to the dragn’ drop editor by default.
In the time of writing, you’ll find 21 email templates to choose From which is a little on the low side, however, the layouts are super modern.
And, of course, if you would just Like to reuse a previous email, you can click on the’Recent Emails’ tab.
For this example, I’ll choose 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 use the blocks in the sidebar to include distinct Kinds of articles to your email, such as videos, merchandise columns, and societal links.
After making your adjustments, simply click’Done Editing’ and you’ll Be carried to the recipients’ choices where you can choose your classes or sections.
The tab also allows you To build segment-like rules on-the-fly, in case your targeting is not quite perfect.
Finally, right before sending, you’ll get into the’Program’ screen.
This is where you control if your broadcast email should go Out, whether that’s immediately, at a set time/date, or in accordance with your readers time zones.
Impressive, right? How To Write An Email Marketing Campaign
Handling Your Subscribers
Having granular control over your subscribers is arguably one of The most important facets of any email advertising software today.
Because highly personalized campaigns are necessary if You’re searching to increase clicks, opens, and, above all, your own conversions.
And while most providers allow you to”tag” readers in order To target them effectively, MailerLite uses a slightly different strategy.
When you open up your subscriber dashboard, you’ll see two Choices; Segments and Groups.
Segments are essentially principles.
Your readers belong to a section only when they fulfill the Specified rules, and are automatically inserted or eliminated accordingly.
Here’s what setting up a rule looks like:
Notice the way you can even blend Rules, as well as another rule if the first doesn’t exist.
Pretty smart, eh?
The next tab is for classes, and despite 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.)
Contrary to Segments, Groups are updated manually or through an Automation principle — that we will 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 Where Segments and Groups are typically used, but MailerLite delivers a hand in case you’re unsure:
Fundamentally, groups are much more of a Deliberate action on a per-subscriber foundation, whereas Segments permit you to lump multiple contributors collectively based on a frequent denominator.
Somewhat confusing, I will admit… but I feel it is a fair trade-off For the added flexibility. Besides, they are discretionary.
Last, the’Fields’ tab is used to customize your email copy.
You will notice that MailerLite has Already populated this area with their particular areas, such as name, company, and nation.
If You Would like to create your own custom fields, you can do so by Clicking the’Add new field’ button.
So how do they actually work?
You can either upload a CSV record of your readers together with Your custom field information in separate columns… or can simply add these fields to your forms which will only apply to prospective subscribers.
Here’s a screenshot of a test field I made and added to a form:
I will not go too much to the form Stuff here since I have a whole section on that below, but this is the strategy I would recommend if you wanted to use this feature.
Again, once you’ve gathered your custom field information from fresh Subscribers, you can pull them in to your email content and subject line.
Just click on the’Personalization’ drop down and select your Custom field.
I’m barely scraping the surface Of what is possible with custom fields, but it is important that you understand that this is a feature you can use.
Overall, it is reasonable to say MailerLite has their contributor Direction and personalization features on stage. How To Write An Email Marketing Campaign
If you’re 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 will be Able to select from 8 pre-designed templates.
Again, while the template choice Isn’t winning any awards, but it does offer a fantastic foundation to work from if, like most of us, you don’t have that pure eye for layout.
I went ahead and chosen the’Lead Generation’ template, though They finally do the same task; 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 already better than a few dedicated solutions *cough* WPBakery.
Along with the fundamental building blocks, you can use components like Hero segments, popup buttons, reviews and countdown timers.
It will not be replacing landing Page builders such as Thrive Architect or even LeadPagesanytime shortly, but credit where credit due, this thing over-delivers on all 3 form types.
Form Builder Tool
Unlike some email advertising tools, MailerLite actually offers a Decent pair of type building tools.
Also, but you can also create popups and landing pages Through this exact same interface, so there is a lot to cover here.
Let us start with your Bog-standard embedded type.
These forms are 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 starting off super basic, the form designer allows you To personalize everything in the form style, fields, background, name, input fields and, clearly, the button.
Form text may also be edited directly, which Provides you a chance To visualize your copy in real time.
It would have been nice to have Some templates, but as you know, there’s more to some form than simply its physical appearance.
Clicking the’Settings’ tab will Make It Possible for you to configure how the Form works, 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 lets you customize the default message, That will replace the embedded form and prevents users from redirecting.
Last but surely not least, you Can check how your form screens on cellular by shifting the toggle to responsive mode.
You won’t be able to make any layout changes here, but it makes Sense to check, nevertheless.
So that’s an overview of the Embedded form but as I said before, you can also create popup forms in MailerLite.
While the majority of the installation process 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 Comprehensive choice, they do provide a fantastic base to work from and the editor is just 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:
Considering paid tools such as Thrive Leads exist for both ribbons and slide-in forms, it is pretty impressive to see this amount of control over popup forms.
And, as before, you can perform with the styling options to get it Matched with your own branding.
Finally, you can Select the near Behaviour 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 .
That is really where most email Marketing platforms will render you, but MailerLite has yet another trick up its sleeve.
Reporting & Analytics
Like many tools, you’ll find a summary of your effort Data in the dashboard.
Here you’ll see everything from campaign open and click data, Subscriber development, automation analytics, and kind signups.
Clicking into any campaign will Give you special coverage for this campaign.
This is where you’ll find a few statistics such as Unsubscribes, spam complaints, bounces, studying surroundings, email client and more.
This should be plenty of Information for the average user…
…but in Case You really want To dig into the numbers, it is possible to click into different areas of this report for a more detailed breakdown.
You can find some real gems beneath These reports.
For example, the’View Mail’ tab also displays a click map, so It’s possible to see your readers interacted with your mails compared to another.
Reports for automations are Accessible under the’Automations’ tab, even though I found to be less insightful than campaign reports.
Here’s a Fast example:
Overall, MailerLite does a Stellar job with their reporting interface, and many will find the available statistics more than enough to meet their needs.
What’s email advertising with no dash of automation?
For most reading this, MailerLite’s automation capabilities Could simply make or break this particular review.
The great news? If you have ever used a visual workflow builder, then You will immediately feel at home here…
Much like the rest of MailerLite, That the automations interface is easy, clean and easy to navigate — something that certainly can not be said for every email advertising software.
After setting your trigger, you can begin adding measures to your workflow.
These measures could be anything from sending an email, including a Postpone, a bubble break, or an act, such as transferring a subscriber or updating their records.
Here’s a simple workflow I set together, where subscribers Are unsubscribed when 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 like ActiveCampaign since it lacks a number of the conditional elements. (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 actions can still be achieved by moving Subscribers into various groups that trigger new automation workflows. It is just much less efficient…. yet.
Another matter of efficacy here is when generating new emails In the automation workflow builder.
After having an email cube to The workflow, you’ll be asked to add your subject line which appears on the block itself.
From there, clicking on the’Design email’ button will 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, however, as Soon as You’ve created your email, clicking the ‘Done editing’ button will direct you straight back into 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 cube, so it’s possible to get an idea about what it contains at a glimpse.
While this process may seem like A grind on newspaper, it’s actually much faster 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 will probably find that this downgrade in functionality.
It’s fast enough for me, Personally, however I guess it’s all relative.
Before I wrap up this section, there’s one type of automation You won’t find in MailerLite, and that I think it’s important to highlight.
The ability to activate an automation (or step) based on the way Subscribers interact with all the webpages on your website.
This Sort of behavioral targeting just isn’t available in MailerLite at this time, so if it’s something you use or plan to utilize, you might want to skip this one. How To Write An Email Marketing Campaign
The Price of MailerLite is undoubtedly one of the tools largest Selling things, and let’s face it, we all love a fantastic deal.
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 plan, it’s still an amazing alternative for anyone starting out.
And what about the premium plans?
It ends up, at approximately half the Price of the rivalry on average, MailerLite is by far among the cheapest options available on the industry. Plus, if you’re ready to pay yearly, you are also able to get a much better discount.
In Reality, I have not been able to find anything that does exactly the Exact Same job, cheaper.
MailerLite is among those email advertising tools The (very crowded) sector in the last couple of years, which is no simple feat.
While it is 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.
Overall, I find MailerLite strikes the best balance Between flexibility, speed and simplicity, and 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. How To Write An Email Marketing Campaign