The digital transformation of businesses across the globe has been accelerated by the pandemic that still affects a large portion of the population. Although established enterprises handle unprecedented challenges with the help of a large pool of resources, smaller businesses struggle to adapt due to limited means and experience in reaching their target customers.
While the use of email marketing channels is not a new trend in the business world, not all businesses have access to quality email marketing software. Small businesses often find popular and trusted applications too costly or too complex for their needs. Fortunately, there are email marketing solutions like MailerLite designed with them in mind. In this post, we will walk you through the pros and cons of MailerLite to help you decide if it is the right email marketing solution for you.
Over the years, the rapid growth of the marketing technology landscape has paved the way for thousands of marketing solutions to be created. In 2020 alone, the total number of martech solutions reached the 8,000 mark. One of the advantages of the continuously growing number of marketing solutions is giving everyone an option. The sheer amount of technology, however, can be overwhelming, especially for those who are still figuring out the right tools they need to leverage the benefits of digital marketing. For small- and medium-sized businesses, especially those who are still in the start-up stage, the options can be confusing especially when they also have to consider their manpower, budget, and familiarity with the process and technology.
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According to a recent study, 88% of small business owners invest in social media marketing. And in spite of the fact that email marketing remains the most powerful marketing tool to grow a business, only 56% of small business owners use email as part of their marketing strategy. This age-old marketing practice has continued to withstand the test of time and for a good reason—its effectiveness in targeting and reaching the right audience.
Email marketing, however, will not be as effective without the right tools. And for small- and medium-sized business operators looking for an intuitive email marketing solution that is cost-efficient and easy to use, MailerLite is worth looking into.
MailerLite is a free email marketing solution equipped with robust tools your business needs to grow your subscribers. This all-in-one email marketing platform provides all types of businesses with capabilities to create, automate, and keep track of emails and campaigns that drive positive results. True to its name, MailerLite strips down the complex processes of email campaign building. It comes with its own newsletter editor and photo-editing tools, which come in handy when creating engaging email campaigns. MailerLite’s newsletter editor is a simple drag-and-drop tool that eliminates the need for coding the elements in the emails you send to your subscribers.
This platform is also designed to make automating your email marketing process easier. You can set up your email marketing workflow by adding pop-up subscription forms and enable auto-sending welcome messages to your new subscribers. And for more effective email targeting, you can segment your subscribers by adding tags to their profiles based on their interests.
When it comes to tracking your email campaign’s performance and activities, MailerLite provides you with a variety of comprehensive reports. Through these reports, you can view all the important metrics, including unsubscriber count, open and click rates, spam reports, as well as the platforms used by your subscribers in reading your emails.
Beyond email marketing, you can also integrate MailerLite with various web services and applications. Among these third-party ecommerce platforms are WooCommerce, EasyStore, and Shopify, as well as payment gateway apps, such as Stripe.
Detailed MailerLite Review
MailerLite’s free plan is ideal for businesses that have 1,000 subscribers or less. This version is packed with all the basic features and some advanced functionalities for building and managing email campaigns. At no cost, you can create email campaigns using MailerLite’s intuitive drag-and-drop tool, rich text editor, and its native photo-editing feature that you can use in place of graphic design software. The free plan also comes with email automation and A/B testing functionalities, and advanced audience segmentation. Targeting the right audience is also easier by using the tagging feature, which allows you to create interest groups by adding custom tags or labels to your subscribers.
When it comes to your landing pages, MailerLite’s free version offers a free website where you can add up to five landing pages. Crafting your own landing pages should also be trouble-free as this plan comes with more than 40+ templates that are also optimized for mobile users. You can also create surveys and quizzes to get more insights into your subscribers’ preferences. Furthermore, you can add pop-up forms to get more subscribers from your web pages.
The reports on the free version give you an insight into the engagement and the overall performance of your email campaign. You can review your email campaign’s activity, open rate, click rate, spam complaints, as well as where your subscribers read your email (web browser, desktop email client application, or mobile). Your free MailerLite account can be managed by multiple users based on the permissions set for their roles. You can assign a user as an administrator, account manager, report analyst or viewer, accountant, and even create custom roles with customized access.
The free version, however, also has its downsides. One of its major drawbacks is limited email sending. For the free version, you are only allowed to send 12,000 emails per month. If you need to send more emails each month, you have to upgrade your account to premium.
MailerLite’s premium plans cater to businesses that need unlimited email sending capabilities and more advanced email marketing functionalities. Starting at $10, businesses with a maximum of 1,000 subscribers can get access to all premium features, such as a custom HTML editor, promotion pop-ups, A/B split testing, click and heatmaps for additional analytics, and more. It is important to note that, except for the add-ons, all premium features of MailerLite will be accessible to their premium subscribers, regardless of how much they pay. The cost of the paid version depends on the number of subscribers, which means you only have to upgrade your plan once the number of your subscribers exceeded your current plan’s limit.
This feature helps you to automatically reach out to subscribers who did not open their newsletters. This feature also gives you three edit options to make sure that you will not be sending the exact same email or newsletter. The first option is to change the email subject, the next is to change the email subject and add a personal message, and the last is to completely change both the content and the subject. You can also choose the subscribers who will receive the auto resend emails, such as those who did not open the original email or those who opened their newsletters but did not click on any links.
MailerLite’s click maps feature allows you to get an insight into how your subscribers interact with your newsletters. This feature gives you a detailed view of the elements in your newsletter that get the most attention from your subscribers. Through this feature, you will get an idea of how to make your newsletters more engaging by analyzing whether your subscribers click more on playable media, still images, or buttons. The click maps feature also shows the engagement or click rate of every link in your newsletter.
Having subscribers from all over the globe can be challenging in terms of scheduling the best time to send emails. Scheduling an email blast at 9:00 AM EST means your subscribers in London, United Kingdom will receive theirs at 2:00 PM While only a few hours apart, your newsletter to your UK-based subscribers may not perform as highly as email sent to United States-based recipients. MailerLite’s time zone-based delivery allows you to schedule sending your newsletter at the most ideal time in each region. All you need to do is set the schedule for each time zone at least 24 hours in advance to make sure that your newsletters will be seen immediately.
Although MailerLite’s free version comes with an email support feature, having a real-time customer support option is definitely more ideal. Expectedly, to get access to MailerLite’s live chat feature, you first have to upgrade your free account to the premium version. You get what you pay for after all.
Unlike other email marketing platforms, MailerLite gives users the option to monetize their audience by selling digital products and subscriptions. If you have digital products or subscriptions, you can create a landing page where you can offer them to your subscribers and site visitors. You can also set up your payment methods to allow potential customers to pay in their local currencies. This feature does not only help increase your revenue but also your audience, as those who make their purchases will be automatically added to the mailing list.
MailerLite is more than just an email marketing tool, its features extend to other areas of marketing, and website building is just one of them. The website builder gives you the necessary tools to create your own website without the need to code its elements. Aside from the ready-made website templates, you can also choose from more than 20 content blocks to add to your website. Some of the content blocks that you can drag and drop into the website you are creating are social media links, customer testimonials, tables, countdown timers, images or media gallery, and many more. And to make sure that your website will be visible to your target audience, MailerLite’s website builder also comes with a built-in SEO.
If you have an ecommerce account in WooCommerce or Shopify, you can seamlessly integrate them with your MailerLite account. In this way, you can set up automated emails and updates to first-time and repeat customers of your online store. Furthermore, you can also automate sending abandoned carts emails to remind customers about the items they were not able to check out.
Aside from integration with ecommerce solutions, MailerLite also integrates with a broad range of third-party applications, including project management tools, CRM solutions, event planning platforms, and more.
Based on the pros and cons of MailerLite, it appears to be a good fit for businesses that are after functionality, affordability, and convenience. This cloud-based software has presented itself as a package loaded with both basic and advanced tools that are intended to simplify the complicated task of email marketing.
Users who are interested in trying out MailerLite can test the software’s compatibility with their businesses for free. Keep in mind, however, that the free version comes with limitations that may get in the way of helping your email campaign achieve its full potential. And just in case your business needs more than what the free MailerLite version offers, you may want to consider looking at its low-cost premium packages. Moreover, you can check our list of best free email marketing solutions this year for comparison.
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