Imagine you had a tool that sent out emails at the perfect time and segmented subscribers automatically while you spent your valuable time on other things?
Oh, wait, you already have that. It’s called email automation, and it just got better.
Automation is the killer feature that makes email marketing such a useful tool. With higher opens, clicks and conversions compared to regular emails, automated emails should be part of everyone’s email strategy.
Starting today, your automation capabilities just expanded with 6 new feature updates, including:
OK, ready to explore each upgrade? Let's talk about how you can use each one to enhance your automation workflows and optimize your subscriber groups.
Email automation is not only powerful because you do less work, but the real magic happens when you can send an email to a person at the perfect time. Automation triggers give you this email marketing superpower.
Triggers activate your email workflows when a subscriber completes an action, such as clicks a link within your newsletter, joins a new interest group or makes a purchase.
We’re excited to share a new trigger: When a subscriber completes a form
The best time to welcome a new subscriber is right when they fill out the form and agree to receive your emails. This new trigger allows you to set up an automation workflow when a new subscriber joins any of your MailerLite forms. You’ll never have to worry about remembering what group is assigned to the form and which group is assigned for the automation workflow.
So when you have a form for a specific interest group or the form allows subscribers to self-select several groups, you can now send targeted messages to each group. Because your forms can have more than one interest group, subscribers can join several groups automatically with just one form.
By using these triggers, you open up a whole new set of segmentation possibilities based on your subscribers’ behaviors. As a result, you can create highly relevant content that will lead to better results.
Before today, it was challenging to manage your workflows for all of your subscriber forms. To solve this, we integrated automation into the subscribe forms so you can see all the workflows that are connected to each form.
This allows you to create a welcome series faster than ever.
When you engage your new subscriber with a series of targeted emails from the very beginning, you’ll increase your chances of building a long-lasting relationship with them.
If you are reading this article, there’s a good chance are you already know the importance of segmentation and interest groups (tagging). When you divide your email list by specific attributes or interests, you can send more meaningful emails.
To improve your email list segmentation, you now have two new rules in the automation condition step.
When you indicate that a subscriber belongs to a segment or a group, you can use different paths and send different content or tag subscribers accordingly.
By implementing this higher-level of targeting, your subscriber experience will improve and as a result, the results will put a smile on your face.
In addition to the new rules, the updated condition step also allows you to combine up to five condition sets in one step!
Your workflow possibilities just got a lot bigger. You can now choose one or any combination of these condition steps.
When selecting your conditions, you also have the option to choose Any rule or All rules.
The action step within the automation feature enables you to tag subscribers by moving them between different interest groups, updating their custom fields or marking subscribers as unsubscribed.
If you have never used an action step, you are missing out on an opportunity to keep your subscriber list optimized.
We added a new action: Move subscriber to another step.
Does your automation workflow look huge due to repeating steps? It can be overwhelming.
You can now choose move subscriber to another step to move a subscriber that reached the action step to any other step to the workflow.
Just add the action step to any part of your workflow. Choose move subscriber to another step and then select the step. When you choose the step, you can instantly see it highlighted in the workflow builder. This way, you can see where your subscribers go when they reach a step.
As you know, subscribers sometimes behave unexpectedly. To anticipate these behaviors, it’s essential to maintain full control of your automation.
You now have more power to tweak your workflows in progress with the ability to:
Once your workflow is active, only newly-joined subscribers will be triggered automatically.
However, you may want to add existing subscribers to your workflow who were in the group before you created the workflow.
To add existing subscribers to your workflow, open your workflow in edit mode. Then click on the link add subscribers to workflow, which is on the right sidebar.
You can now add subscribers to any step of your workflow.
The unpredictable behavior of subscribers sometimes results in a subscriber unintentionally canceling out of the workflow.
There are several reasons why a sequence is canceled for a subscriber that has nothing to do with them unsubscribing from the workflow. You can check the status of removed/canceled subscribers in the canceled section.
To re-add a subscriber to the sequence again, go to Actions > Re-add to the sequence.
If you decide to change your email series, you can also re-add subscribers manually who completed the automation workflow. These subscribers can be found in the completed section.
Let’s say you delete the final step of your workflow, but then add other steps. MailerLite does not automatically re-add subscribers to the new steps. You control which subscribers you’d like to re-add to any step within your workflow.
It’s important to note that when you add new steps to the end of your workflow without deleting the original final step, subscribers who already completed the sequence are added automatically to receive those new steps.
Have you ever wanted to go back to see what your workflow looked like in a prior version? Us too! So we added automation history.
Automation history lets you track, view and restore all the previous actions within the automation workflow from when it was first activated. You can sort the data by date or by selected action.
You can also find specific actions or a time period using the filter dropdown, and all the data can be exported to a .csv file for a deeper analysis.
In addition to viewing your automation history, you can restore an old workflow to any time. Now when you make a mistake after changing a bunch of stuff, it’s possible to go back to that moment to fix it.
Just go to your automation section and click on the history tab. All the information is there. When you click on the preview button, you’ll be able to check how workflow looked at that exact moment. Take note, when you restore a workflow, it might affect your existing subscribers that are moving through your workflow.
Here’s a more detailed manual for restoring old workflows.
In the spirit of our product mantra: advanced email marketing made easy; we are always working to improve your experience.
The updated workflow overview was designed to make it really easy for you to properly monitor your campaigns quickly.
All your most important workflow information is visible. You can easily check campaign stats, how many subscribers completed your automation and how many subscribers are still in the queue.
When you click on the numbers, you’ll see the exact amount of subscribers and the steps that they are currently in.
In addition to checking your campaign details, you can also control your workflow. Turn your workflows on and off, easily change your workflow name, and duplicate or delete the workflow – all from your workflow overview.
You can now track where your subscribers are within the workflow. When the workflow is active, steps that have subscribers in the queue are shown next to the in the queue label. The steps completed by subscribers are shown next to the completed label. Finally, the steps that neither in the queue or completed will not have any numbers shown.
This feature is handy when you have one or more condition paths and you want to track the completed paths.
You can click on each number to be redirected to workflow activity where you can apply more actions for the subscribers.
Please note: Since this is a new feature, your older workflows won't display the completed subscriber row.
I’m Gediminas, CPO at MailerLite (not to be confused with C3PO from Star Wars). I work across all departments to ensure MailerLite is always working and helping you create the best email experience possible. The only thing I love more than building products is riding motorcycles—really, really fast.