Introduction Inbound Email Marketing Strategy
When I asked you to name an email Marketing instrument, what could you say? Inbound Email Marketing Strategy
MailChimp? Aweber? ActiveCampaign?
Like many online businesses now, email advertising has been Dominated by the same big players for the last decade. Which means they get encouraged very deeply and accomplish a great deal of mindshare.
Now and then, however, an Underdog disrupts the marketplace, inducing long-time customers 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 see if it really stands its own ground against the big boys…
…and, more importantly, whether youshould consider making the change.
– Uses tag-based system (called Groups)
– Powerful Segmentation using rules
– Custom Fields for advanced email personalization
– Advanced Campaign types (auto-resend, A/B, etc.. )
– Simple to Use email builder/template editor
– Practical Email elements such as countdowns and merchandise 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 procedure
– Few email Templates accessible
– Very few Form templates available
– Can’t Create emails without leaving the visual workflow builder
– No Support for website tracking Inbound Email Marketing Strategy
Like most email marketing providers Nowadays, you will 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 company name, website, Business, address, business size, record size and even the kind of material you intend to send.
Then, You Have to verify your Website (or domain name).
This is still part of the approval process, and MailerLite will Simply inquire which email is associated to that domain so they can email you a verification link.
As Soon as You’ve completed those Steps, you’ll need to wait it out.
The MailerLite staff will review your application, check your Website, and ascertain whether you are a good fit for their service.
(In other words, they are making sure you are not a spammer/scammer)
As revealed above, you’ll still be Able to utilize the software to create campaigns and play with the features, but you won’t be able to send anything before accepted.
I had been”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 hurting everyone else’s deliverability.
If you’re anything like me, you’ll rely on automations to handle Nearly all your email marketing.
(We will get to automations shortly, don’t worry.)
But if it is a new blog article, 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 choices.
– Regular campaign: A Conventional broadcast email.
– A/B split effort: Multiple email Versions, such as subject line, from title and, yes, even email content. (Woop!)
– Auto resend: Resend to subscribers who Don’t start your broadcast email, together with the option of changing the subject line and email content.
– RSS campaign: Produce a recurring campaign That sends fresh content to subscribers using your website’s RSS feed.
Apart from a few added options, most of these will follow Exactly the exact same step-by-step process of a normal effort.
So let’s walk you through it.
Once you click on to create your effort, you’ll be asked to Pick a preferred editor, whether that’s the dragn’ drop, rich text or HTML.
You can switch to the Templates tab and choose from one of the pre-designed email templates — that will move you to the dragn’ drop editor .
In the time of writing, there are 21 email templates to select From which is somewhat on the low side, but 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 will choose the first template in the library.
The editor is easy to work with, Which makes viewing these templates a 5-minute job.
You can also utilize the cubes in the sidebar to add distinct Kinds of content to your email, including videos, merchandise columns, and social links.
After making your changes, just click’Done Editing’ and you’ll Be carried to the recipients’ choices where you can select your groups or segments.
The tab also allows one To build segment-like rules , in the event your targeting is not 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 immediately, at a set time/date, or in accordance with your readers time zones.
Impressive, right? Inbound Email Marketing Strategy
Handling Your Subscribers
Possessing granular control over your readers is arguably among The most important aspects of any email marketing program today.
Because highly personalized campaigns are necessary if You are searching to increase clicks, opens, and, above all, your conversions.
And while most providers Permit You to”tag” readers in order To target them more effectively, MailerLite utilizes a slightly different approach.
When you start up your subscriber dash, you’ll see two Choices; Segments and Groups.
Segments are basically principles.
Your subscribers belong to a section only when they meet the Specified rules, and will be automatically added or eliminated so.
Here’s what establishing a rule looks like:
Notice the way you can also combine Rules, as well as an alternate rule if the first doesn’t exist.
Pretty smart, eh?
The following tab is for classes, and also the difference in title, These act much like your usual”tagging” system.
(MailerLite even debated Changing the name to’Tags’, but finally decided against it)
Contrary to Segments, Groups are updated manually or through an Automation rule — that we will get to in a moment — and they don’t have any value besides what you call them.
As you start to use this stage, you’ll begin to understand Where Segments and Groups are generally used, but MailerLite delivers a hand in case you’re unsure:
Basically, groups are more of a Deliberate action on a per-subscriber foundation, whereas Segments allow you to lump multiple contributors collectively 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 are discretionary.
Finally, the’Fields’ tab is used to personalize your email copy.
You will notice that MailerLite has Already populated this area with their own areas, such as title, company, and country.
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 file of your subscribers together with Your custom field information in distinct columns… or may easily 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 into a form:
I won’t go too much into the shape Stuff here since I have an entire section on that below, but this is the approach I’d recommend if you wished to use this feature.
Again, once you’ve collected your custom field information from new Subscribers, you are able to pull them into your email content and subject line.
Just click the’Personalization’ drop down and select your Custom field.
I am barely scraping the surface Of what is possible with custom fields, but it is important that you know that this is a feature you may use.
Overall, it’s reasonable to say MailerLite has their subscriber Direction and personalization features on point. Inbound Email Marketing Strategy
If you are not impressed by what you have seen up to Now, then perhaps The page builder will tickle your fancy.
After choosing’Landing Pages’ in the forms page, then you will be Able to select from 8 pre-designed templates.
Again, while the template selection Isn’t winning any awards, but it does offer a great base to work from if, like the majority people, you do not have that natural eye for design.
I went ahead and selected 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 change your landing page.
Now, I have used my fair share of Visual page builders, and it is better than a few dedicated alternatives *Infection * WPBakery.
Together with the basic building blocks, you can use elements like Hero sections, popup buttons, testimonials and countdown timers.
It will not be replacing landing Page builders like Thrive Architect or even LeadPagesanytime soon, but credit where credit due, this item over-delivers on all 3 kind types.
Form Builder Tool
Unlike some email marketing tools, MailerLite actually Provides a Adequate pair 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 us start with your Bog-standard embedded form.
These forms are first created inside MailerLite so as to get An embed code, which you can then put on your website to show it on particular pages.
Despite starting off super fundamental, the form designer allows you To personalize everything in the form style, fields, background, title, input fields and, of course, the button.
Form text may also be edited directly, which gives you a Opportunity To envision your own backup in real time.
It would have been nice to have Some templates here, but as you know, there is more to some form than just its appearance.
Clicking the’Settings’ tab will Make It Possible for you to configure the way the Form functions, including adding extra fields and setting a custom success page.
(There’s 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 kind and prevents users from redirecting.
Last but surely not least, you Can assess how your form screens 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 test, nevertheless.
So that’s an Summary of the Embedded form but as I said before, you can also create popup forms in MailerLite.
While the Vast Majority of this setup Procedure is identical, you will find Still 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 Comprehensive selection, they do provide a fantastic foundation to work from and the editor is at least as easy to use with this form kind.
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 Now around:
Considering paid programs like 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 play the styling options to get it Matched up with your own branding.
Finally, you can choose the near Behaviour of your type under the’Settings’ tab.
The default option is the X icon, but you can swap this out for A”No thanks” text option, or have .
That is where most email Marketing platforms would render 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 dashboard.
Here you’ll see everything from campaign open and click data, Subscriber development, automation stats, and kind signups.
Clicking into any campaign will Give you specific reporting for this effort.
This is where you’ll discover a few more advanced statistics such as Unsubscribes, spam complaints, bounces, studying environment, 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 individual areas of this report to get a more detailed breakdown.
You can find some real gems under These reports.
For example, the’View Mail’ tab also displays a click map, so It’s possible to see your subscribers interacted with your mails compared to one another.
Reports for automations are also Accessible under the’Automations’ tab, though I found to be less enlightening than campaign reports.
Here’s a quick example:
Overall, MailerLite does a Stellar job with their reporting interface, and many will find the available statistics more than sufficient to meet their demands.
What’s email marketing with no dash of automation?
For many reading this, MailerLite’s automation capabilities Could simply make or break this review.
The good news? If you’ve used a visual workflow builder, You’ll immediately feel at home here…
Much like the rest of MailerLite, The automations interface is simple, clean and easy to navigate — something which certainly can’t be said for each and every email marketing program.
After establishing your trigger, you can begin adding steps to your workflow.
These steps can be anything from sending an email, including a Postpone, a conditional split, or an act, such as transferring a contributor or upgrading their records.
Here’s a simple workflow I put together, where readers Are unsubscribed when they don’t open my email within 7 days.
There are innumerable Possibilities when it comes to workflow automations similar to 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 a number of the conditional components. (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 still be achieved by moving Subscribers into different classes that trigger new automation workflows. It is simply not as efficient…. yet.
Another matter of efficacy here is when generating new emails From the automation workflow builder.
After having an email cube to The workflow, you’ll be asked to put in your topic 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, however, as Soon as You’ve created your email, clicking the ‘Done editing’ button will guide you straight back into the automations workflow instead of the usual sending options.
Finally, your email will probably be Loaded into your own automation.
A nice touch here is having a thumbnail preview of your Email inside your automation block, so it’s possible to find an concept about what it contains at a glance.
While this procedure may seem like A grind on paper, 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 have come over from something like ConvertKit where The editor is loaded within the automations builder, so you will probably find that this downgrade in performance.
It is quick enough for me, Personally, however I guess it’s all relative.
Before I wrap up this segment, there’s one type of automation You won’t find in MailerLite, and that I think that it’s very important to highlight.
The ability to trigger an automation (or measure ) based on how Subscribers interact with the webpages on your website.
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 may want to skip this one. Inbound Email Marketing Strategy
The Price of MailerLite is one of those tools largest Selling things, and let us face it, most of us 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’s some subtle Branding in your emails using this plan, it is still an wonderful alternative for those starting out.
And what about the premium programs?
It turns out, at approximately half the Price of this rivalry on average, MailerLite is by far among the cheapest options available on the industry. Plus, if you’re ready to pay yearly, you can also get a much better discount.
In Reality, I have not been able to find anything that does exactly the same job, cheaper.
MailerLite is one of the few email marketing tools to disrupt The (very crowded) industry in the last couple of decades, and that’s 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, simplicity and speed, and 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 remarks. Inbound Email Marketing Strategy