MailerLite Review (2025): The Unsung Hero of Email Marketing

MailerLite’s campaigns have three personalization layers I use all the time: merge tags through custom fields, dynamic links, and conditional blocks that show different content to different segments. The time zone delivery and automatic UTM tagging have saved me from plenty of mistakes. 

You can even edit links after sending—I’ve needed that more than once. Smart sending optimizes timing, though you’ll need a paid plan and the HTML editor for that. These features make managing multiple campaigns way less stressful than it used to be.

Campaign Builder & Editor

The drag-and-drop editor is my go-to for quick campaigns. It’s got inline editing, reusable blocks, and visibility rules for dynamic content. There’s a plain text option and an HTML editor (Advanced plan only). The AI writing assistant helps when I’m stuck on copy.

My favorite trick: saving block templates as brand modules to reuse everywhere. I’ve learned to combine dynamic blocks with segments to keep one master template running—makes everything so much simpler when you’re juggling multiple campaigns.

A/B Testing Capabilities

I run A/B tests on subject lines, sender names, and content—you can test 2 variants per element, not the fancy multivariate testing some platforms offer. It picks winners based on opens, clicks, or conversions automatically. Automations have built-in A/B steps too, and you can test landing pages and forms. 

The AI suggests variant ideas right in the interface, which saves time brainstorming. More testing options open up at the Growing Business tier, but this basic testing has still improved my campaign performance consistently.

You’ve got a template gallery, blank layouts, and reusable blocks to work with. Unlimited templates come with Growing Business plan; the HTML editor needs Advanced plan. I found out the hard way that HTML editing disappears after the free trial—caught me off guard when moving clients over.

My approach now: keep a simple HTML base and customize through dynamic blocks per segment, maintaining one master template. Overall, the system handles standard needs fine but feels restrictive when you need complex, custom designs.

MailerLite lets automated campaigns workflows be built with seven triggers (group joins, form completions, link clicks, field updates, anniversaries, dates, segment joins) plus ecommerce triggers. Advanced plans let you add multiple triggers for complex workflows.

One of the more notable automation tools is the Action step that moves existing and new subscribers around, updates fields, or unsubscribes them—but you can only move someone five times to prevent loops.

Automation A/B testing works, and triggers like anniversaries can repeat. Webhook actions connect to external tools. The visual builder makes complex sequences manageable, though I sometimes want more detailed behavioral triggers.

MailerLite gives you SPF/DKIM setup and DMARC guidance, with dedicated IPs on Enterprise plan. My campaigns show the usual metrics: complaints, bounces, click tracking, device breakdowns, and location opens. Smart sending and time-zone delivery help inbox placement by spreading send volumes. 

They push their Email Verifier tool for list cleaning. Here’s what I’ve learned: focus on domain authentication and list quality first—dedicated IPs are only for high-volume senders. Deliverability has been solid, though I keep a close eye on reputation metrics.

I create embedded forms, pop-ups, and slide-ins with specific display rules using MailerLite’s form builder: exit intent, scroll depth, time triggers, and page targeting. A/B testing helps figure out what converts better. Hidden fields grab UTM parameters for tracking—super useful for attribution. 

The preference center (where subscribers manage their own settings) needs an Advanced plan. Forms connect seamlessly with automations and support custom fields for detailed profiling. The builder’s intuitive, but I sometimes need custom CSS when brands want something specific beyond the standard options.

My personal MailerLite website builder review in short? It gets the job done well. It comes with landing pages templates, custom domains, SEO controls, password protection, code injection, and A/B testing.

Basic click tracking shows where people click—helpful but not deep analytics. I’ve built component libraries (heroes, testimonials, pricing) that I drop into new pages with my own domain quickly.

Stripe integration lets you sell products and subscriptions directly. Some features need higher plans. For simple marketing pages, it’s great and saves using another tool. But complex layouts still need dedicated builders—I mainly use MailerLite for campaign-specific landing pages.

Beyond landing pages, I’ve made full websites with blogs, custom domains, password protection, and basic SEO. It’s for lightweight sites where email integration matters most. Having everything in one place—site, forms, pop-ups, campaigns, analytics—makes life easier. 

Works great for resource hubs, content libraries, or simple business sites. The catch: it’s not a full CMS. Complex sites need real website builders connected through integrations. I use it for microsites and campaign hubs where keeping everything together beats having advanced design options.

MailerLite uses Groups (manual lists) and Segments (automatic, rule-based). Custom fields let you capture detailed info and personalize through variables and visibility rules. The Preference center (Advanced only) lets subscribers manage their own settings.

Here’s something I learned that matters: removing someone from a group cancels them from workflows using that group trigger—important for long sequences. The system handles basic segmentation fine, though if you’re used to enterprise platforms, you might find it limiting. For most small businesses, there’s enough flexibility without the confusion.

With 140+ native integrations (Shopify, WooCommerce, WordPress, Zapier, Stripe), most connections are straightforward. The REST API handles 180 requests/minute with real-time webhooks. Ecommerce APIs sync products, orders, and customers automatically. Webhook actions work inside automations, too.

For CRMs like Salesforce, I go through Zapier instead of building custom connections. The integration list covers the basics but isn’t as deep as ActiveCampaign. Most small businesses find what they need, though enterprise users might need workarounds for specialized tools or complex multi-system setups.

MailerLite offers an extensive list of features designed for ecommerce, too. Native integrations with Shopify, WooCommerce, and others give you abandoned cart automation and purchase tracking. Product blocks pull in images, descriptions, and prices automatically. Stripe integration lets you sell digital products and paid subscriptions directly. Purchase data shows up on subscriber profiles for segmentation.

Pro tip: turn off Shopify’s abandoned cart emails or you’ll send doubles. The ecommerce features handle basic needs well but don’t expect predictive analytics or complex journey mapping. Fine for small shops; bigger operations probably need dedicated ecommerce email platforms.

Campaign reports show opens, clicks, unsubscribes, bounces, complaints, link activity, devices, and locations. You get basic click tracking for pages/sites—shows where users click but not full journey analytics. UTM tracking connects to Google Analytics (set defaults for consistency).

CSV exports work for external analysis. Ecommerce integration adds sales attribution. The reporting covers standard metrics fine but misses cohort analysis or multi-touch attribution. I’ve learned to standardize UTMs early to keep GA4 clean. For basic optimization it works; data-heavy teams need more.

I use the AI writing assistant and subject line generator when I need quick variations. Smart sending figures out optimal delivery timing from subscriber behavior. The AI’s good at creating A/B test variants and tweaking tone. How much you get depends on your plan: Advanced gets everything, Free gets limited credits.

It speeds things up, but I always check if the output matches our brand voice. The AI helps but doesn’t replace human judgment—it’s a practical tool for everyday email tasks.

Support tiers are clear: Free gets 14-day email/chat, Growing Business has 24/7 email, Advanced adds 24/7 live chat. Enterprise includes dedicated managers and onboarding for personal support. The knowledge base, MailerLite Academy, and live sessions offer good self-service options. 

Support quality has been solid—agents know email marketing, not just their platform. Response times vary by plan but usually stay under 24 hours. No phone support at any level is frustrating sometimes. Check the comparison table before upgrading so you know what support you’re getting.

MailerLite reviews on G2 praise MailerLite’s clean interface, affordability, and beginner-friendly builder—matches what I’ve experienced. The drag-and-drop editor, automation workflows, and responsive support get mentioned a lot, too. Long-term users like the no-bloat feature set.

Common complaints I’ve noticed: limited design flexibility, missing brand-wide color settings, and updates that mess with workflows. One concerning review talks about sudden account termination for bounces without warning. This shows MailerLite’s strict list-hygiene rules, which can catch users with older lists off guard. Most users seem happy with what they’re getting for the price.

MailerLite reviews on Capterra consistently mention ease of use, value, and essential features without bloat—I agree completely. The quick learning curve and responsive support come up often. The website builder has surprised me with how capable it is for small businesses.

Users point out gaps: limited language support, missing convenience features like link triggers, and workflow improvements that would help experienced users. These are minor annoyances, not deal-breakers.

Reddit sees MailerLite as simple, clean, and reliable at competitive prices. Users often compare it favorably to Mailchimp’s pricing. It fits small businesses and creators perfectly. Creative limitations show up when designing complex layouts or working with images—I’ve felt this too.

The biggest complaint involves strict bounce-rate rules leading to sudden account termination. This shows why list hygiene matters from day one. Despite occasional grumbles, Reddit generally recommends MailerLite for anyone wanting affordable, straightforward email marketing without unnecessary complexity.

In my experience, yes—though less after September’s free plan cut to 500 subscribers. Growing Business starts around $10/month and scales reasonably compared to Mailchimp or Klaviyo. The free tier works for testing but forces earlier upgrades now. Advanced features (multiple triggers, HTML editor, preference centers) need higher tiers, potentially increasing costs as you grow.

The recent change hits small businesses the hardest—they’ll have to upgrade sooner, making Sender worth considering with its 2,500 subscriber free plan. Enterprise features like dedicated IPs cost significantly more. But MailerLite’s still among the most affordable quality ESPs out there.

From what I’ve seen, MailerLite covers email essentials but misses enterprise capabilities. You won’t get advanced multichannel automation, deep behavioral triggers beyond clicks, spam score previews, or sophisticated multivariate testing. Reporting stays basic without cohort analysis or revenue attribution dashboards. 

Design customization feels limited; big ecommerce teams find segmentation less sophisticated than Klaviyo or ActiveCampaign. For most SMBs I work with, these are nice-to-haves. This email marketing software nails the fundamentals—campaigns, automation, landing pages—without unnecessary complexity. It’s about matching what you need with what’s available, not chasing features.

I’ve migrated several accounts, and it’s surprisingly smooth. MailerLite’s direct Mailchimp import connects accounts, maps fields, and transfers lists/groups easily. CSV import lets you create custom fields during transfer. The time-consuming part: rebuilding templates, automations, and forms since they don’t transfer directly. Each needs recreating in MailerLite’s editor.

Documentation is excellent with helpful chat support available. Most small businesses I’ve helped finish migration within 3-4 hours without downtime. Tip: export Mailchimp templates as HTML for reference when rebuilding. It’s smoother than most people expect.