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How To Setup Your Email Marketing Tool and Capture Leads From Your Website

Steps to connect your website's lead forms to an email marketing tool, in order to capture leads and build relationships with them.

Why is it important:

Email marketing is one of the most powerful tools for boosting your conversion rate and creating a more solid ground for your buyer’s journey from exploration to conversion. Email marketing tools like MailChimp, Brevo (Previously known as Sendinblue), ConstantContact, Pardot, etc. help you create a more systematic approach to this process. You can use these tools to send newsletters, create targeted campaigns, and even generate automated messages to your contacts. It allows you to create engaging content and track the performance of your email campaigns.

Connecting website lead forms to an email marketing tool is essential in order to capture leads and build relationships with them. The lead form should be connected to an email list so that when a user submits their information, they are automatically added to your contact database. This makes it easier for you to keep in touch with potential customers or followers. Also, when users sign up for a newsletter or other offer, the data from the lead form can be used to segment customers into different lists and personalize messages for each one. This allows businesses to target specific audiences more effectively and grow their sales or engagement rates.

Things required before you start:

  • You should have an existing website on WordPress and have page-building tools like Elementor installed on it.

Steps to setup your email marketing tool and connect it with your website’s lead generation forms

Step 1: Let’s start by creating an account on Brevo (Previously known as Sendinblue), an email marketing tool that will be used for this process. If you already have one then log in to the account and skip to Step 6.

Go to Brevo’s homepage. And click on the “sign up free” button at the top right corner of the screen.

Setting up Brevo's lead capture tool for your website - Accessing the brevo website

Important Note: We recommend Brevo (Previously known as Sendinblue) as your email marketing tool only if you are looking for a “free” but powerful email marketing tool that is complaint with all email marketing regulations (GDPR etc.). Its free version is one of the most powerful tools available in the market currently. Take a look at how its Free version compares to another popular email marketing tool “MailChimp”.

Setting up Brevo's lead capture tool for your website - Why Brevo and not Mailchimp

Only drawback of the free version is the emails you send will have their logo at the bottom of the mail content. For small businesses and startups who are either starting up or initially working on a limited budget, then this shouldn’t be an issue as the rest of the email can be designed and branded according to your business styles.

If you are looking for the paid version, then also Brevo wins hands-down in terms of features, but at times it might get a little costlier compared to others. In that case, you can compare the features of the other email marketing tools and then take a call.

Step 2: Once you click on Sign up, on the next screen, you need to fill up your account details that will used for creating the new one.

Provide the email and password for the account, and then click on “Create an account”.

Setting up Brevo's lead capture tool for your website -Creating new account

Step 3: On the next screen you will be asked to verify your email id for the account.

Setting up Brevo's lead capture tool for your website -verifying the login email

Click on the link that you might have received on the email id provided to verify the account. Click on the “Confirm my email address” link to proceed.

Setting up Brevo's lead capture tool for your website - confirming the email address

Step 4: Once clicked, you will be guided to the next steps for the account creation, where you need to provide details about you, your company and the registered address.

Please provide accurate information.

Setting up Brevo's lead capture tool for your website - Providing basic account details Setting up Brevo's lead capture tool for your website - proceeding to account setup completion

You will also need to fill in information about your business and your specific needs.

Setting up Brevo's lead capture tool for your website - few more business details

And verify your contact number with a verification code.

Setting up Brevo's lead capture tool for your website - confirming with phone number Setting up Brevo's lead capture tool for your website - confirming the phone number

Step 5: Once the account details are verified and filled successfully, you will be asked to choose the plan that you want to go ahead with.

For the initial stage, as mentioned, we will choose the Free plan and to do so click on the button “Continue with Free plan” below the Free plan details.

Setting up Brevo's lead capture tool for your website - selecting the free plan

Step 6: Once you account is created, you will be redirected to your dashboard. You must now set up your domain and DKIM signature for the tool.

This helps the email receivers to ensure and check that an email was indeed sent and authorized by the owner of that domain, which in turn adds to the email’s trust factor and reduces it being categorized as spam.

Click on the dropdown next to the Company name at the top right corner of your dashboard.

From the dropdown list, select “Senders and IP”.

Setting up Brevo's lead capture tool for your website - Senders and IP options

Step 7: On the next screen click on the option “Domains”.

Setting up Brevo's lead capture tool for your website - setting up domains

Click on “Add a domain” button.

Setting up Brevo's lead capture tool for your website - adding the first domain

And on the next screen, provide the domain (without the “https” & “www”), and then from the Email Provider dropdown, select the hosting provider on which your website and emails are hosted. Providers like GoDaddy, Gandi, etc, are already there in the dropdown; if you can’t find your hosting provider on the list e.g., SiteGround, then select the “Other” option.

Once done, click on “Save this email domain”.

Setting up Brevo's lead capture tool for your website - entering domain provider details

Step 8: You will now need to verify the ownership of this domain.

You will be provided with the DNS record entries that you need to create on your hosting provider account.

Setting up Brevo's lead capture tool for your website - setting up the DNS records on website server

It might look a bit complicated, especially for those unfamiliar with these codes, but let’s simplify it in the following steps.

Login to your hosting provider’s control panel (for your respective website) and search for DNS editor.

We are considering this example for Siteground’s “Site Tools” dashboard. But mostly every hosting provider’s dashboard has a similar version of the DNS editor, and the crux of the following steps will not look much different.

Under the Domains-> DNS Zone editor (from the left menu panel), select the option for a TXT file (the tab on the right-side workspace area).

Copy paste the required field data from the record details provided in the Brevo screen.

Create two records (separately), one for DKIM and another for Brevo code.

Setting up Brevo's lead capture tool for your website - creating new TXT values

❗️ Important Note

Some domain hosts do not accept “@” as a value (in the name field as provided by Brevo). In this case, either try adding your domain name to the appropriate field on your domain host or leave it blank (as shown above).

Setting up Brevo's lead capture tool for your website - Creating new DNS records

Once done, click on “Create”.

Step 9: Switch to Brevo’s screen and click on the “Authenticate this email domain” button, and if successfully done, you will get the message accordingly.

Setting up Brevo's lead capture tool for your website - authenticating the email domain

Setting up Brevo's lead capture tool for your website - domain authentication success

Step 10: Now click on the dropdown next to your business name at the top right corner of the screen, and from the list, click on “Senders and IP”.

Setting up Brevo's lead capture tool for your website - senders and IP setup

Step 11: Click on “Senders” from the list.

Setting up Brevo's lead capture tool for your website - senders setup

Step 12: On the next screen, click on “Add a sender” at the top right corner of the screen.

Step 13: Provide the necessary details like the Sender’s name (which will be displayed in the From area of the email) and the email id.

Once done, click on “Save”.

Setting up Brevo's lead capture tool for your website - new sender registration

Step 14: Now that the email campaign sending details are set, now you need to connect your email marketing tool with your website’s lead forms.

To do so, first, click on the dropdown next to the business name at the top right corner of the screen, and then from the list click on “SMTP and API”.

Setting up Brevo's lead capture tool for your website - SMTP and API setup

Step 15: On the next screen, first click on the API tab and then click on the “Generate a new API key“ button that appears on the screen.

Setting up Brevo's lead capture tool for your website - accessing the API keys

Step 16: Provide a name for your API key which will help you identify it at a later stage.

And then click on “Generate”.

Setting up Brevo's lead capture tool for your website - API key

Step 17: You need to copy the API key code that appears on the next screen using the copy icon next to the code. Keep that key safe and copy it in a notepad or other file.

Setting up Brevo's lead capture tool for your website - API key capture

Step 18: Keeping the Brevo’s account screen open, log in to your website dashboard (in our case WordPress dashboard) on a new tab.

Hover over to the Plugins area on the left menu panel and click on Add New.

Setting up Brevo's lead capture tool for your website - WordPress new plugin setup

On the next screen, type in mailoptin in the search box and from the search results, click on “Install Now” next to the MailOptin plugin.

Setting up Brevo's lead capture tool for your website - MailOptin plugin

Once done, click on the “Activate” button as the installation completes.

Setting up Brevo's lead capture tool for your website - activating the MailOptin plugin

Step 19: Once done, scroll down on the left side menu panel of the WordPress portal, and towards the bottom, you will find the new MailOptin option. Hover over it, and from the list, click on “Integrations”.

Setting up Brevo's lead capture tool for your website - MailOptin integrations setup with Brevo

Step 20: On the next screen, paste the API key copied in Step 17 and click “Save Changes”.

Setting up Brevo's lead capture tool for your website - MailOptin's Brevo integration

Step 21: Now switch to the browser tab with the Brevo account opened & click on “OK” to close the API key popup, and then click on the Home button.

Setting up Brevo's lead capture tool for your website - switching back to Brevo's account

Step 22: On the next screen, click on the “Contacts” option on the left side menu panel and from the dropdown menu select “Lists”.

A screenshot of a phone

Description automatically generated

Step 23: Click on “Create a list”.

Setting up Brevo's lead capture tool for your website - Creating a new list on Brevo

Step 24: Provide a name for the list and for the Folder segment select the default one already created by Brevo. Once done, click on “Create list”.

Setting up Brevo's lead capture tool for your website - Naming a new list

Step 25: Now switch back to the WordPress dashboard and open a page of your website with an associated Lead generation form.

Open it in the Elementor page builder tool to edit.

Click on the form on the page, and on the left menu panel, expand the segment. “

Setting up Brevo's lead capture tool for your website - WordPress connection with Brevo's list

Step 26: Now click on the “+” button in the Add Action segment, and then from the dropdown list, select “MailOptin”.

Setting up Brevo's lead capture tool for your website - WordPress using MailOptin's Brevo integration

Step 27: Scroll down and expand the menu item “MailOptin” which is now available on the left menu panel.

Setting up Brevo's lead capture tool for your website - MailOptin details setup

Step 28: Click on the dropdown list next to Select Email Service and select Brevo from the list.

Setting up Brevo's lead capture tool for your website - selecting Brevo

Step 29: Similarly click on the dropdown next to Select Email List and from the list select the newly created list from Step 24.

Setting up Brevo's lead capture tool for your website - selecting the contact list from Brevo

Step 30: Once done, click on “Update” at the bottom of the left menu panel to save the changes to the website. Your website is now all set to transfer your leads from the form that was edited to your Brevo’s list. You can create separate lists for separate types of lead forms and then easily use the segmented lists for automated/manual email campaigns.

Setting up Brevo's lead capture tool for your website - Updating the wordpress form for the Brevo link

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