The Ultimate Active Campaign Starter Guide
Active Campaign is a powerful tool and its easy to get lost under the hood.
During this post we are going to share our best tips and advice on how to increase the results you get from using Active Campaign in your business.
We will start with the basic core principles and progress onto advanced strategies.
Part #1 - Understanding the Core Functionality and setting it up
Their are 2 areas I suggest you get setup ASAP.
Site Tracking & Lead Scoring
Site tracking allows you to see if a subscriber or customer has visited your website. More specifically you can see exactly what pages they have visited. You can setup campaigns to be sent your your subscribers "If" they visit certain pages on your site. That means you can strike while the iron is hot and close a lead at the right time.
Once you have site tracking setup, You can get a detailed analysis of exactly what people do on your site.
They key is to use these as triggers to automate your marketing campaigns dependant on what pages your subscribers visit.
You can also setup tracking events, These are for advanced users that don't mind jumping into a bit of code. Essentially you can track when people take certain actions (submitting forms, watching videos etc) on your site and use that to trigger a campaign in active campaign.
Lead scoring allows you to give a point score to your subscribers or customers when they take a certain action. For Example, you can give your subscribers 5 points for opening a email and 10 points for clicking a link in your email.
This makes it easy to see who your most loyal subscribers are and setup triggers to reward them.
Of course you can get a lot more creative with lead scoring, You can apply scores to people that visit certain pages on your main site or fill in a survey.
Best of all is easy to do, If you want a contact to get 10 points for completing a survey just assign a tag upon survey completion and create a campaign that gets triggered when that tag is added, Then you can have the campaign adjust their lead score.
Once you have setup Tracking and lead scores setup you will want to look at creating your lists.
A subscriber list stores your email contacts. ActiveCampaign’s email marketing platform allows you to create multiple lists, which you can use to keep your contacts organised.
Unlike Many autoresponder services active campaign allows you to setup extremely advanced segments and automation triggers (through tagging,List Segments and custom fields. This means you can have a more simplified list structure than you may be used to.
For example, I have 3 lists in My active campaign account.
- Subscribers: for people that have signed up via lead magnets
- Customers: for people that have purchased one of my products
- Unengaged: for unresponsive subscribers
Not to be confused with subscriber list.list segments can be assigned to any list. This allows you to segment a selection of users on your list based on any information you have collected. (Tags or Custom fields)
Example: I have a customer list and I want to only message customers that have purchased one of my products. I can select specific information to filter these subscribers into a segment from that customer list.
You might be thinking how do I know what products they have purchased or what interest they have?
Tagging is without a doubt the most important feature inside active campaign. It allows you to label your contacts, You can label them with anything you like as many times as you want. For example If they purchase a specific product.When a tag is added you can tell active campaign to trigger a campaign. a campaign could be a series of emails. We will talk more about campaigns in a minute.
We will discuss how to do it in a second but first, you need to know why it so important.
With tags you can:
Trigger email campaigns to be sent out if a tag or a selection of tags is added.
For example, If the tag "Cat owner" is added, send this email "10 tips for cat owners".
Not the best example but you get the point.
You can setup more advanced campaigns to be triggered using multi tag segmentations.
For Example, If the tag "cat owner" and "cat won't return home" is added, then send this email "10 tips to ensure your cat returns home".
You can see the relevance just increased dramatically by targeting your audience more accurately.
Tags allow you to do a lot more advanced stuff but we will come back to that later.
You can collect open ended answers and assign them to a custom field. This could be their business name, their Skype address or even their phone number.
One of my favourite functions of a custom field is the ability to insert the value into a subject line.
For example, If a subscriber tell you their business name is called "Spotty cats" and you captured that information via a custom field. You can create a subject line that says something like. "Increase sales for spotty cats today".
Their are many ways to use custom fields and they are extremely valuable.
Campaign Automations let you setup a series of events to take place when a certain action (trigger) is taken.
So if a tag is added to a subscriber or if they visit a certain page on your site This could be a trigger. That Trigger can fire a campaign that could send out a series of automated emails or actions like moving subscribers between lists, adjusting lead scores, removing tags or anything you might think of.
Automation triggers allow you to automate your business in a way that works with your subscriber or customer.
However, Sometimes you might want to add a personal touch to your business.
A pipeline is a defined set of stages for a sales process. You can create any number of pipelines. You may have one sales process for selling ads, another for selling a subscription service, and maybe another for following up with existing customers to try to upsell them. This is a great place to setup a sales process to help you or your team follow up effectively.
Now I am all about automation, But sometimes, Having a pipeline that reminds you to follow up with potential buyers and give them that slightly more personal experience can be the difference in a few extra sales a day. Usually pipelines and deals are used for more expensive products or services however.
I use them for everything.. Even if its just to give me a little nudge.
The smarter your automations, The more time you have...
By the time you finished this article your going to know how to create email campaigns that seem tailored to each and every subscriber and your going to free up more of your time so you can spend more time either getting to know your audience or working on more important things.
Also be sure to share this post if you found it beneficial.
It would mean a lot to me.