Ilma from MailerLite

Ilma5 min read New Features & Updates February 19, 2016

Lessons that we’ve learned in email marketing

Lessons that we’ve learned in email marketing

This week I asked my colleagues two simple questions.

What you haven’t known and expected about email marketing before working at MailerLite?

What advice would you give to your friend that starts using email marketing?

Learn what secrets about email marketing that you get to know only after you start working in email marketing company.

Tiago, Customer Support

What you haven’t known and expected about email marketing before working at MailerLite?

Tiago: The most important aspect is that how I used to underestimate the damage caused by spams and bounces. I never knew for instance, that if I get too many bounces, this would affect my senders and servers reputation. This makes me rethink my behaviour as a customer who always thought that email marketing is something just as straight-forward as throwing flyers in the street.

What advice would you give to your friend that starts using email marketing?

Tiago: I would suggest to validate the email list before you send. You may use BriteVerify for that. And I would advice to start producing content to engage with his/her audience.


Andrej, Customer Support

What you haven’t known and expected about email marketing before working at MailerLite?

Andrej: I had no idea that email marketing plays such a significant role and is still one of the most popular marketing tools.

I was surprised that it is so easy to create a mobile-responsive email. You don’t have to do anything additionally. You just have to use the right tool. Like, MailerLite.

Finally, I didn’t expect that you can get so many statistics after sending a campaign. You can know when your readers open the email, what device they use, what links they pressed etc.


Darius, Developer

What you haven’t known and expected about email marketing before working at MailerLite?

Darius: Simple text emails without images can perform much better than HTML emails. Why? Spam filters can’t read images. So they assume you’re a spammer trying to trick them if HTML email with one big image and little or no text.


Fabian, Customer Support

What you haven’t known and expected about email marketing before working at MailerLite?

Fabian: I was not expecting that email marketing would be that important in a small business, no matter how small the business is. Now I cannot imagine a business without email marketing. This is one of the reasons why I decided to study a master in Marketing.


Justinas, Developer

What you haven’t known and expected about email marketing before working at MailerLite?

Justinas: I was working with social media marketing for three years. The communication in social media has been getting more enticing and more personal. I was surprised that the same tendency is in email marketing. You have to create good content and add value in a email.

But comparing social media and email marketing, email has 100% reach. There is no algorithm of Facebook that you have to hack to reach at least 10% of your fans. Therefore, in email marketing you can focus entirely on content and conversion.


Lukas, Designer

What you haven’t known and expected about email marketing before working at MailerLite?

Lukas: I thought that old Outlook is used less common and there are more possibilities with making newsletter design.

What would you advise your friend that starts using email marketing?

Lukas: Don’t be afraid to experiment with content, subject and design.


Santa, Office Manager

What you haven’t known and expected about email marketing before working at MailerLite?

Santa: I was surprised that it’s very easy to get statistics from sent email in order to work out what parts of your campaign are working and what parts aren’t (check the heat-maps that we have).


Silvestras, Customer Support

What you haven’t known and expected about email marketing before working at MailerLite?

Silvestras: I was surprised that it’s so easy to create an HTML newsletter with MailerLite.

I didn’t expect that you should send newsletter as frequently as possible to increase your email marketing effectiveness.


Arnoldas, Server Admin

What you haven’t known and expected about email marketing before working at MailerLite?

Arnoldas: That subject lines matter that much. The more straightforward and direct subject line is the better the results are.


Justinas, Developer

What you haven’t known and expected about email marketing before working at MailerLite?

Justinas: I didn’t know that spammers are so well armed and email marketing guys really doing their best to fight them. Didn’t know there exist so many databases and online tools with very big lists of spammers.

I found out that there are so many css and html issues and you need to know so much, to make email layout look the same on different email programs (including gmail). Now I also know that there are tools that make it easy for you to built good looking email layout, which is well shown in web, desktop program and mobile apps (responsive).

My colleagues explained what is “A/B” test in marketing, and after that I build this feature for MailerLite.

What would you advise your friend that starts using email marketing?

Justinas: Be useful and personal. Try to show your personality on emails. This connects people more than any promotion code.


What was your biggest discovery/lesson that you’ve learned about email marketing? Share it in the comments.