Why Do We Use ActiveCampaign?
ActiveCampaign is a marketing automation platform. It helps small businesses segment and personalize their email communications to give your customers the personal attention they deserve. Automations can be as simple as an auto-responder for those enrolling in a webinar or as complex as moving a prospect through your sales pipeline automatically based on their actions and comunications with your sales team.
While tags do help to categorize and segment groups of contacts, custom fields let you collect specific data from your contact. Custom fields are created to capture data such as:
Collection of this type of information about a contact will make the interaction with that contact just a little more personal.
Custom fields can be grouped together and displayed in separate collapsible sections. A Personal group can be created that contains birthday and spouse name. A Professional group can be created with the reason they came to your site, their website address and date of their first contact with your sales team.
All emails sent by ActiveCampaign either from an Automation or by a Campaign can be personalized. Personalization elements include the basic contact data fields, like first and last name. Within an email, you can also use any custom fields you created within your account.
ActiveCampaign has a terrific little action node called a “Goal“. A goal, when added to your automation allows you to measure the effectiveness of your marketing tasks in your automation reports.
Let’s say you built out a customer onboarding automation with a series of emails that explain what your company does and the products or services you offer – something similar to the automation pictured here.
In this example, contacts are added to the automation when they subscribe to any list. The purpose of this automation is to convince the contact to buy your product or service through a series of emails. The goal of the automation is to convert the contact to a customer.
For our purposes, the shopping cart is connected to ActiveCampaign too, and is configured to tag contacts with the tag Customer when they make a purchase.
Let’s walk through the process – the trigger is set to add any contact to this automation when they subscribe to a list. The contact will get a “Welcome” email immediately upon entering the automation. The automation will wait four (4) days before sending the next email.
It is important that contacts not be overwhelmed with emails once they subscribe to your list. So, stagger your emails in a way that seems friendly and not pushy. After four (4) days, the second email is sent. This email introduces the contact to the products and services and includes a call to action to buy a product and/or service.
There is another four (4) day wait period and then the third email is sent. This email and the following two emails include a discount coupon code and a reminder to redeem the coupon.
Should the contact make a purchase at any point during this automation we want to stop sending the sales emails and move them to a nurture series.
How do we stop sending emails in an automation once a product or service is purchased? By adding a Goal action to the automation.
The image to the right shows the settings for our goal action in our sample automation. The goal is named – in our case it is simply Purchase Made. The contact will jump to this node when the specified criteria is satisfied. In our sample, the criteria is satisfied once the contact is tagged with the tag Customer.
The contact will bypass all other actions in the automation once the contact satisfies the goal criteria. If a contact made a purchase and was tagged with the tag Customer after they received the second email in this automation, they would bypass all other action nodes (the wait periods and the other three emails) and go directly to the goal action.
In our sample automation the process ends there. However, you could include additional actions following the goal action, such as, an Enter Another Automation action or Update a Custom Field action.
Goal actions are extremely useful. To read more information about using goals in your automations, go to ActiveCampaign help documents.
Every business has its own sales process. With ActiveCampaign’s Deals, you set up the Sales Pipeline that fits your business, contains the stages in the sales process that meet your needs and help your sales team win qualified accounts.
Each pipeline can have as many stages that your business process may require. Stages are created by simply clicking a button, assigning a name to the stage and selecting a color to distinguish it from the others.
Once the pipeline is created, deals can be added to the pipeline stage manually or via an automation. Similarly, deals can be moved through the stages manually or using an automation. Tasks can be added to the deals both manually or via automations. If a due date is set on a task, an email reminder will be sent to your sales representative so deals do not become stale and lost.
ActiveCampaign natively integrates with a number of platforms. A list of those platforms can be found here. One of those platforms is Google Sheets. Within an Automation, a contact’s details can be sent to a Google Sheet. This type of integration is useful should you have a Virtual Assistant who is tracking all your new contacts or deals, and you don’t want them logging into your ActiveCampaign account. An automation can be triggered when a deal or a new contact is created, followed by an action, to send the details to the spreadsheet, for tracking by your VA.
But the real power that Automations bring to your email marketing cannot be underestimated when coupled with the ability to send Webhooks from within those automations.
A webhook lets you send data from ActiveCampaign to other applications for real-time synchronization. ActiveCampaign provides details about webhooks on their website which you can find here. Webhooks allow you to use third party tools like Zapier and Automate.io to reduce the number manual tasks in your business processes.
Let’s say you built a landing page in ActiveCampaign to collect the names and email addresses of contacts who want to attend a Zoom Webinar. Without a webhook, those names and email addresses would need to be exported from ActiveCampaign and then imported into Zoom to register for the webinar. With a webhook and a Zapier account, each time a contact signs up via the landing page, the contact is added to Zoom and sent a confirmation email – a seamless process. This type of integration reduces the manual work necessary to register attendees – leaving more time to concentrate on the webinar content.
With Webhooks, the possibilities to minimize the amount of manual and tedious work are endless. They can be used to:
The topics discussed in this page are demonstrated in this video –
01:00 – Custom Fields
04:04 – Tags
07:00 – Tagging via an automation and Walk through of ActiveCampaign’s Engagement Tagging Automation
16:55 – Tagging via the contact sheet
17:32 – Goals in automations
22:27 – Deals and pipelines
32:14 – Webhooks in automations
32:47 – ActiveCampaign landing pages
We think you will find they are heads above the rest.
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