Intro How To Write Effective Email Marketing Content
If I asked you to name an email Marketing tool, what could you say? How To Write Effective Email Marketing Content
MailChimp? Aweber? ActiveCampaign?
Like most online industries now, email marketing has been Dominated by the same large players for the last decade. Which means they get promoted very heavily and achieve a lot 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 ripping MailerLite from limb To limb to find out if it really 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 advanced email personalization
– Advanced Campaign types (auto-resend, A/B, etc.)
– Simple to Utilize email builder/template editor
– Practical Email elements such as countdowns and merchandise boxes
– Intuitive Type, popup and landing page builder
– Supports Automations employing visual workflows
– Offers Both digestible and comprehensive reporting
– A Fraction of the price compared to most other solutions
– Strict Approval procedure
– Few email Templates accessible
– Very few Form templates available
– Can’t Create mails without leaving the visual workflow builder
– No Support for website monitoring How To Write Effective Email Marketing Content
Like most email advertising providers Nowadays, you will need to Go through a review process before being able to properly use the program.
When you first register, you’ll be asked to complete your profile.
This includes information like your company name, site, Industry, address, company size, list size and also the type of material you intend to send.
Then, you need to verify your Site (or domain ).
This remains part of the approval process, and MailerLite will Simply inquire which email is associated to that domain in order that they can 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 match for their services.
(In other words, they are 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 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 Is What the email said:
However, while these steps aren’t ideal 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 The majority of your email marketing.
(We will get to automations soon, don’t worry.)
But if 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 new’Produce Campaign’ will give you several choices.
– Regular campaign: A traditional broadcast email.
– A/B split campaign: Multiple email Variations, including subject line, from name and, yes, even email content. (Woop!)
– Auto resend: Resend to subscribers who Don’t open your broadcast email, together with the option of altering the subject line and email content.
– RSS campaign: Create a recurring campaign That sends fresh content to readers using your website’s RSS feed.
Apart from a few additional options, the Majority of these will follow The exact same step-by-step procedure of a normal effort.
So let’s walk you through it.
As Soon as You click to create your effort, you’ll be requested 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 one of the pre-designed email templates — that will move you to the dragn’ drop editor .
At the time of writing, there are 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’d just Like to reuse a previous email, you can click on the’Recent Emails’ tab.
For this instance, I’ll 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 distinct Kinds of articles to your email, such as videos, product columns, and societal connections.
After making your changes, just click’Done Editing’ and you will Be taken to the recipients’ choices where you are able to choose your classes or segments.
The tab also allows one To develop segment-like rules , in the event your targeting isn’t quite perfect.
Finally, before sending, then you’ll get into the’Program’ screen.
This is where you control when your broadcast email should go Out, if that is immediately, at a set time/date, or in accordance with your subscribers time zones.
Impressive, right? How To Write Effective Email Marketing Content
Handling Your Clients
Having granular control over your subscribers is arguably one of The most important aspects of any email advertising program now.
Because highly personalized campaigns are necessary if You are looking to increase clicks, opens, and, above all, your own conversions.
And while most providers Permit You to”tag” subscribers in order To target them effectively, MailerLite uses a slightly different strategy.
When you start up your subscriber dash, you’ll see two Options; Segments and Groups.
Segments are essentially principles.
Your readers belong to a segment only when they fulfill the Specified rules, and are automatically added or removed so.
Here is what establishing a rule looks like:
Notice how you can also combine Principles, as well as an alternate rule when the first doesn’t exist.
Pretty smart, eh?
The following tab is for groups, and despite the difference in name, These act much like your normal”tagging” system.
(MailerLite even debated Changing the title to’Tags’, but ultimately decided against it.)
Unlike Segments, Groups are updated manually or via an Automation principle — which we will get to in a minute — and they don’t have any value aside from what you call them.
As you start to use this stage, you’ll begin to understand At which 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 together according to a common denominator.
A tad confusing, I’ll admit… but I feel it’s a fair trade-off For the additional flexibility. Besides, they’re 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 areas, such as title, business, and nation.
If you want 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 information in distinct columns… or may easily 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 to a form:
I will not go too much into the form Things here because I have an entire section on this below, but this is the strategy I would recommend if you wished to use this feature.
Again, as Soon as You’ve gathered your custom field information from new Subscribers, you are able to pull them in to your email content and subject line.
Just click the’Personalization’ drop down and select your Customized 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 reasonable to say MailerLite has their contributor Direction and personalization features on stage. How To Write Effective Email Marketing Content
If you are not impressed by what you’ve seen up to Now, then maybe 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 Isn’t winning any awards, but it does offer a fantastic foundation to work from if, like the majority of us, you do not have that natural eye for design.
I went ahead and selected the’Lead Generation’ template, though They all finally 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 site builders, and this is already better than some dedicated solutions *Infection * WPBakery.
Together with the fundamental 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 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 really offers a Decent pair of form building tools.
Not only that, but you can also create popups and landing pages Through this same interface, so there’s a lot to cover here.
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 website to display it on particular pages.
Despite starting off super fundamental, the form designer lets you To personalize everything from the form style, subjects, background, name, enter fields and, clearly, the button.
Form text may also be edited directly, which gives you a chance To envision your own backup in real-time.
It would’ve been nice to have Some templates, but as you know, there’s more to a form than simply its appearance.
Clicking the’Settings’ tab will allow you to configure how the Form works, including adding additional fields and establishing a custom success page.
(There is a GDPR compliance option. Sweet.)
And talking of the success page…
…MailerLite also lets you customize the default message, That will replace the embedded kind and prevents users .
Last but certainly not least, you Can check how your form screens on mobile by shifting the toggle to reactive mode.
You won’t be able to make any design changes , but it makes Sense to test, nevertheless.
So that is an Summary of the Embedded form but like I said before, you may even create popup forms in MailerLite.
While the 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 provide a good foundation to work from and the editor is just as simple to use for this form type.
Clicking on the’E-commerce’ template takes me into a preview Before moving to 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, as before, you can perform the styling options to get it Matched with your branding.
Finally, you can Select 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 .
That is where most email Marketing platforms would render you, but MailerLite has yet another trick up its sleeve.
Reporting & Analytics
Like many tools, you’ll find a summary of your campaign Data in the main dashboard.
Here you’ll see everything from campaign open and click info, Subscriber development, automation analytics, and form signups.
Clicking into any effort will Give you special reporting for this effort.
This is where you’ll discover some statistics such as Unsubscribes, spam complaints, bounces, studying environment, email client and 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 different areas of the report to get a more detailed breakdown.
You can find some real gems under These reports.
For example, the’View Email’ tab also displays a click map, so It’s possible to see your subscribers interacted with your emails compared to another.
Reports for automations are also Available under the’Automations’ tab, though I found these to be less enlightening than campaign reports.
Here’s a Fast example:
Total, MailerLite does a Stellar job with their reporting port, and many will find the available statistics more than sufficient to fulfill their needs.
What’s email advertising without a dash of automation?
For most reading this, MailerLite’s automation capabilities Could simply make or break this particular review.
The good news? If you’ve ever used a visual workflow builder, then You’ll instantly feel at home here…
Much like the rest of MailerLite, The automations interface is simple, clean and easy to navigate — something which certainly can not be said for every email advertising program.
After setting your trigger, you can Start adding measures to your workflow.
These steps could be anything from sending an email, including a Postpone, a conditional split, or an act, like transferring a subscriber or upgrading their records.
Here’s a straightforward workflow I set together, where readers Are unsubscribed if they don’t open my email within seven days.
There are innumerable Possibilities in regards to workflow automations like this, and MailerLite should have no 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, Visit, Goal, etc.)
For example, there’s now no automation for transferring Subscribers directly into a different 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 not as efficient…. yet.
Another question of efficiency here is when creating new mails From the automation workflow builder.
After having an email block to The workflow, you’ll be asked to add your subject line that then appears on the block itself.
From there, clicking on the’Design email’ button will automatically fire up the Editor:
Now, you’ll be temporarily Redirected to the typical campaign creation wizard, which I covered previously in the critique.
This time, but as Soon as You’ve established your email, clicking on the ‘Done editing’ button will guide you straight back into the automations workflow rather than the usual sending options.
Finally, your email will probably be Loaded into your automation.
A nice touch here is having a thumbnail preview of your Email within your automation cube, which means you can find an concept about what it contains at a glance.
While this procedure may seem like A grind on paper, it is really much quicker than what I am used to with other email marketing 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’ll likely find this a downgrade in functionality.
It is fast enough for me, Personally, however I guess it is all relative.
Before I wrap up this section, there is one type of automation You won’t 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 Readers interact with all the webpages on your site.
This Sort of behavioral targeting only isn’t available in MailerLite right now, so if it’s something you use or intend to use, you may want to skip this one. How To Write Effective Email Marketing Content
The cost of MailerLite is no doubt one of those tools largest Selling points, and let us face it, most of us love a fantastic bargain.
For starters, they offer an infinite free plan that includes All attributes (including premium) for up to 1,000 subscribers.
While there is some subtle Branding in your emails using this plan, it is still an amazing option for those starting out.
And what about the premium programs?
It ends up, at approximately half the Price of this rivalry generally, MailerLite is by far among the least expensive options available on the market. Additionally, if you are willing to pay yearly, you can also get an even greater discount.
In Reality, I have not been able to find anything that does exactly the Exact Same job, cheaper.
MailerLite is among the very few advertising tools to disrupt The (very crowded) industry in the last couple of years, 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 performs 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 at a price point you’ll seriously struggle to beat.
Thinking about giving it a spin? Let us know how it works for you From the comments. How To Write Effective Email Marketing Content