MailerLite Overview

IxDF's email marketing platform for newsletters and campaigns.

For code integration details, see mailerlite-technical.md

In a Nutshell

Early 2026 data:

Metric	Value
Total subscribers	~417,000
Active (opened in 6 months)	~270,000 (65%)
Inactive (no opens 6+ months)	~147,000 (35%)

Two automated email chains deliver weekly educational content:

• Member chain → 84 emails for paying members
• Non-Member chain → 88 emails for free subscribers

Key behavior: When someone becomes a member, they switch to member emails. When they cancel, they stop receiving automated emails entirely (known gap).

Purpose

MailerLite handles newsletter marketing:

• Automated welcome sequences for new subscribers
• Targeted campaigns based on membership status
• Masterclass, course, and promotion announcements

What MailerLite does NOT handle:

• Transactional emails (password resets, receipts) → Mailgun
• In-app notifications → Internal notification system

MailerLite Concepts

Groups vs Segments

Concept	What it is	How it works
Group	Static subscriber list	Subscribers are explicitly added/removed
Segment	Dynamic filtered view	Auto-updates based on custom field values

IxDF uses one group (Newsletter) with segments for targeting based on membership status.

Account Structure

Groups

Group	Purpose	Active
Newsletter	Main list, synced from IxDF app	~5,900
IxDF Local Leaders and Managers	Community leaders	~420
LinkedIn Newsletter Signups	LinkedIn lead capture	—
RookieUp	Legacy acquisition	—

Only the Newsletter group is synced with the IxDF application.

Segments

Segments filter subscribers by custom fields synced from IxDF:

Segment	Filter Condition	Size	Open Rate
Non Members	member_status = non-member	~188,000	21%
Individual Members	membership_plan_category = individual	~19,600	39%
Company Members	membership_plan_category = team	~970	34%
Canceled Members	member_status = canceled	~91,500	32%
Active or Expired	member_status = active-or-expired	~20,500	39%

Automated Email Chains

Two automations run when someone joins the Newsletter group:

Chain	Target Segment	Emails	Open Rate
Member Automated Chain	Individual Members	84	34%
Non-Member Automated Chain	Non Members	88	24%

How Routing Works

Both chains trigger on the same event. The subscriber's segment determines which chain processes them.

Important: When membership status changes mid-automation, the subscriber exits at the next condition check but does NOT automatically enter the other chain.

Subscriber Journey

Communication Types

Type	Description	Recipients	Frequency
Automated Chain	Sequential educational emails	Members, Non-Members	Weekly (Tuesdays)
Exclusive Mailers	Masterclass/course announcements	All or targeted	As scheduled
Campaign Offers	Promotions, discounts	Varies	Periodic
Almanac Newsletter	Monthly digest	All subscribers	Monthly

Data Synced to MailerLite

The IxDF app keeps these custom fields updated:

Field	Example Values	Used For
email, name	john@example.com, John Doe	Personalization
country	Denmark, United States	Geo-targeting
member_status	non-member / canceled / active-or-expired	Segment assignment
membership_plan_category	non-member / individual / team	Segment assignment
membership_expire_at	2025-03-15	Renewal campaigns

Sync triggers:

• Newsletter subscription
• Membership purchase, renewal, or cancellation
• Membership expiration

Known Gaps

1. Canceled members stop receiving automated emails — Exit Member chain but don't enter Non-Member chain
2. Large inactive segment — 35% haven't opened in 6+ months, affecting deliverability
3. No re-engagement automation — Inactive subscribers aren't automatically cleaned

Access

• Dashboard: dashboard.mailerlite.com
• Help Center: mailerlite.com/help
• API Docs: developers.mailerlite.com

Related Documentation

• Technical Integration — Code implementation details