Introduction Marketing Automation Email Best Practices
When I asked you to name an email Marketing tool, what would you say? Marketing Automation Email Best Practices
MailChimp? Aweber? ActiveCampaign?
Like many online businesses now, email advertising continues to be Dominated by the same large players for the last decade. Which means they get encouraged very deeply and achieve a lot of mindshare.
Now and then, however, an Underdog disrupts the marketplace, causing long-time users to question their loyalties.
MailerLite has done precisely that.
So today, in this review, I’ll be tearing MailerLite from limb To limb to find out if it really stands its own ground against the big boys…
…and, more importantly, whether youshould consider making the switch.
– Uses tag-based system (called Groups)
– Powerful Segmentation using rules
– Custom Fields for innovative 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 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 available
– Very few Form templates available
– Can’t Create emails without leaving the visual workflow builder
– No Support for website monitoring Marketing Automation Email Best Practices
Like most email advertising providers these days, 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 finish your profile.
This includes information such as your organization name, site, Business, address, company size, list size and even the kind of content you intend to send.
Then, you need to confirm your Site (or domain name).
This is still part of the acceptance process, and MailerLite will Simply ask which email is associated to that domain so they can email you a confirmation 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 match for their services.
(In other words, they are making sure you’re not a spammer/scammer)
As revealed above, you’ll still be Able to use the software to make campaigns and perform with the features, but you won’t 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:
But while these measures aren’t ideal for getting started, it Does help prevent malicious users from damaging everybody’s deliverability.
If you are anything like me, you’ll rely on automations to handle The majority of your email marketing.
(We will get to automations soon, do not worry.)
But whether it is a new blog post, podcast, or timely Announcement, there is always some excuse to send a more instant email.
That is where’Campaigns’ come in.
Clicking the new’Create Campaign’ will provide 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 content. (Woop!)
– Auto resend: Resend to readers who Do not start your broadcast email, together with the option of changing the subject line and email articles.
– RSS campaign: Produce a recurring campaign That sends fresh content to subscribers using your site’s RSS feed.
Aside from a few additional choices, most of these will follow The same step-by-step process of a standard effort.
So let’s walk you through it.
Once you click on to create your effort, you’ll be requested to Pick a favorite editor, whether that be the dragn’ drop, rich text or HTML.
Otherwise, you can switch to the Templates tab and select from among the pre-designed email templates — which 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 designs are super modern.
And, of course, if you’d just Prefer to reuse a previous email, you can click on the’Recent Emails’ tab.
For this instance, I will choose the first template from the library.
The editor is easy to use, Making customizing these templates a 5-minute job.
You can also use the blocks in the sidebar to add distinct Types of content to your email, such as videos, product columns, and societal links.
After making your changes, just click’Done Editing’ and you’ll Be carried to the recipients’ choices where you are able to select your groups or sections.
The advanced tab also allows you To develop segment-like rules on-the-fly, in case your targeting isn’t quite perfect.
Finally, right before sending, then you’ll get into 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 in accordance with your subscribers time zones.
Impressive, right? Marketing Automation Email Best Practices
Managing Your Subscribers
Having granular control over your readers is arguably one of The most important aspects of any email marketing software now.
Because highly personalized efforts Are Essential if You’re searching to increase opens, clicks, and, above all, your own conversions.
And while most providers Permit You to”tag” subscribers in order To target them more effectively, MailerLite utilizes a slightly different approach.
When you open up your subscriber dash, you’ll see two Choices; Segments and Groups.
Segments are basically rules.
Your subscribers belong to a segment only when they meet the Specified principles, and are automatically inserted or removed so.
Here’s what establishing a rule looks like:
Notice how you can also blend Rules, in addition to another rule when the first does not exist.
Pretty smart, eh?
The next tab is for classes, and also 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)
Contrary to Segments, Groups are upgraded manually or through an Automation principle — which we will get to in a minute — and they have no value besides what you call them.
As you Begin to use this stage, you’ll begin to understand Where Segments and Groups are generally used, however, MailerLite offers a hand in the event you’re uncertain:
Basically, groups are much more of a Deliberate activity on a per-subscriber basis, whereas Segments allow you to bulge multiple subscribers collectively based on a common denominator.
Somewhat confusing, I’ll admit… but I believe it is a fair trade-off For the added flexibility. In any case, they are optional.
Last, the’Fields’ tab is used to personalize your email copy.
You will notice that MailerLite has Already populated this region with their own areas, such as title, company, and nation.
If you want 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 subscribers along with Your custom field data in distinct columns… or can simply add these fields to your forms which will only apply to prospective readers.
Here’s a screenshot of a test area I made and added into a form:
I will not go too much into the form Stuff here since I have a whole section on that below, but this is the approach I’d recommend if you wanted to use this attribute.
Again, as Soon as You’ve gathered your custom field information from fresh Readers, 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 am barely scraping the surface Of what’s possible with custom fields, but it’s important that you understand that this is a feature you may use.
Overall, it is reasonable to say MailerLite has their subscriber Direction and personalization features on point. Marketing Automation Email Best Practices
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 pick 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 most people, you do not have that pure eye for design.
I went ahead and selected the’Lead Generation’ template, however They all ultimately do the same job; collect 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 elements like Hero sections, popup buttons, reviews and countdown timers.
It will not be replacing landing Page builders such as Thrive Architect or even LeadPagesanytime soon, but credit where credit due, this thing over-delivers on all three kind types.
Form Builder Tool
Unlike some email advertising 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 begin with your Bog-standard embedded type.
These forms are first created inside MailerLite in order to get An embed code, which you can then place on your site to display it on particular pages.
Despite beginning super fundamental, the form designer allows you To personalize everything from the kind style, fields, background, name, enter fields and, clearly, the button.
Form text may also be edited directly, which gives you a chance To visualize your backup in real-time.
It would’ve been nice to have Some templates, but as you know, there is more to a form than simply its physical appearance.
Clicking on the’Settings’ tab will allow you to configure the way the Form functions, including adding additional fields and establishing 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, Which can replace the embedded kind and prevents users .
Last but surely not least, you Can assess how your form displays on mobile by shifting the toggle to responsive mode.
You won’t be able 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 even create popup forms in MailerLite.
While the Vast Majority of the setup Procedure is identical, you will find A few differences I’d like to point out.
Unlike embedded forms, you can choose between a set of Templates:
While this isn’t the most In depth choice, they do offer a fantastic base to work from and the editor is at least as easy to use with this form type.
Clicking the’E-commerce’ template requires me to a preview Before moving to the editor.
Here, you’ll notice there are a few new choices under form types This time around:
Contemplating paid tools like Thrive Leads exist for ribbons and slide-in forms, it is pretty impressive to observe this level of control over popup types.
And, as before, you can perform with the styling options to get it Matched up with your branding.
Finally, you can Select the near Behaviour of your type 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 where most email Marketing platforms will leave you, but MailerLite has one more trick up its sleeve.
Reporting & Analytics
Like most tools, you’ll find a summary of your effort Data in the dashboard.
Here you’ll see everything from effort open and click info, Subscriber growth, automation analytics, and form signups.
Clicking into any effort will Give you specific reporting for that effort.
This is where you’ll find a few statistics such as Unsubscribes, spam complaints, bounces, studying environment, email client and more.
This should be plenty of Information for the ordinary consumer…
…but if you really want To dig into the numbers, you can click into individual areas of this report to get 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 emails in relation to another.
Reports for automations will also be Accessible under the’Automations’ tab, even though I found to be less insightful than effort reports.
Here’s a quick example:
Total, MailerLite does a Stellar job with their reporting interface, and most will get the available statistics more than enough to fulfill their demands.
What’s email marketing without a dashboard of automation?
For many reading this, MailerLite’s automation capabilities Could simply make or break this review.
The good news? If you have ever used a visual workflow builder, You will instantly feel at home here…
Much like the rest of MailerLite, The automations interface is simple, clean and simple to navigate — something that certainly can not be said for each and every email advertising program.
After setting your trigger, you can Start adding measures to your workflow.
These steps can be anything from sending an email, adding a Delay, a conditional split, or an act, such as moving a contributor or upgrading their records.
Here’s a straightforward workflow I put together, where subscribers Are unsubscribed when they do not open my email within 7 days.
There are countless Possibilities when it comes to workflow automations similar to this, and MailerLite ought to have no trouble with the huge majority of use cases.
Granted, it is not quite as Feature-rich as something like 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, the Majority of these actions can Nevertheless Be achieved by moving Subscribers into various groups that activate new automation workflows. It’s just much less effective…. yet.
Another question of efficiency here is when generating new mails From the automation workflow builder.
After having an email block to The workflow, you’ll be asked to add your topic line that appears on the block itself.
From there, clicking the’Design email’ button will fire up the Editor:
Now, you’ll be briefly Redirected to the standard campaign creation wizard, which I covered earlier in the review.
This time, however, as Soon as You’ve established your email, clicking on the ‘Done editing’ button will guide you straight back to the automations workflow instead of the usual sending alternatives.
Finally, your email will be Loaded into your own automation.
A nice touch here is using a thumbnail preview of your Email inside your automation cube, which means it’s possible to find an concept of what it contains at a glance.
While this process may seem like A grind on newspaper, it is actually much quicker than what I am 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’s fast enough for me, Personally, however 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 measure ) based on how Subscribers interact with the pages on your site.
This kind of behavioral targeting just isn’t available in MailerLite at this time, so if it’s something you use or intend to use, you might want to skip this one. Marketing Automation Email Best Practices
The Price of MailerLite is undoubtedly one of the tools largest Selling things, and let’s face it, we all love a good deal.
For starters, they offer an infinite free plan that includes All features (including premium) to get as many as 1,000 subscribers.
While there is some subtle Branding on your emails using this plan, it’s still an amazing option for anyone starting out.
And what about the top plans?
It ends up, at around half the Price of the rivalry on average, MailerLite is by far one of the cheapest options on the industry. Plus, if you’re ready to pay annually, you can also get an even greater discount.
In fact, I haven’t been able to find anything that does the same job, cheaper.
MailerLite is among the email advertising tools The (very crowded) industry in recent 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 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 all 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 comments. Marketing Automation Email Best Practices