Segment By Page Views
With Partial Matches

A few months ago, we made it so that you could use wildcard URLs to trigger automations.

Today, we’ve rolled out a similar update allowing you to use partial matches to create segments.

This makes segmentation based on page view data much more flexible and gives you additional options for defining segments.

You can now:

  • Do advanced searches using page views,
  • Create groups of contacts based on their page view history,
  • Create conditions within automations based on page views, and
  • Specify which contacts can enter an automation based on the pages they’ve viewed,

… without having to specify the exact URL or domain name.

This makes segmentation compatible with dynamic URLs. Whether the actual page view URL was:

http://yourdomain.com/ordercomplete?myvar=38592

… or…

http://yourdomain.com/ordercomplete?myvar=90267

… ActiveCampaign will treat it as a match.

Using this example, the segment URL would be:

Here, ActiveCampaign is looking for the character string match (“/ordercomplete”) anywhere in the URL and ignoring everything else.

In addition to using partial matches to avoid issues with dynamic URLs, and you can use them to reference large portions of your website’s structure with a single condition.

For instance:

… will create a segment of anyone who has visited any page of your website. And…

… will create a segment of contacts who have visited any of your product pages (in other words, any page in the “products” directory).

Using partial matches

Partial matches are defined with a new option in the “Site & Event Data” category of the segment builder:

URL (Exact) – Looks for the complete URL exactly as specified. This would be used if you want to reference only one specific web page.

URL (Contains) – Looks for a character match in any portion of the URL. This would be used to reference more than one web page with a word (or character string) anywhere in the URL. You are able to specify how much of the URL to match.

Domain (Exact) - Looks for the complete domain name as specified. This would be used to reference a particular website.

Domain (Contains) – Looks for a character match in any portion of the domain name. This would be used to reference multiple domains that contain the same keyword or string of characters.

The significant change here is the addition of the two “Contains” options, which allow you to look for a portion of the domain or URL, as opposed to specifying the whole domain or URL (which was the only option prior to this update).

For example, this condition:

… will create a match for:

http://oregonoptics.com/camera-lenses/
http://www.oregonoptics.com/microscope-lenses/
http://lenscare.oregonoptics.com/index.php
http://oregonoptics.com/products/nikon-lenses/
http://oregonoptics.com/products/contact-lenses/

… because the string of characters (“lens”) appears in those URLs.

 

How is this useful?

Interest targeting

URLs often reflect the content of web pages, so partial matching makes it easier to create segments based on the content contacts have viewed. What they’ve chosen to view is a strong indication of what they are most interested in — particularly if they’ve viewed multiple pages on the same topic.

If you follow this blog, you know that I’m a huge fan of interest targeting with Site Tracking data because it allows you to align the content of the messages you send with each contact’s interests so every message they receive from you is highly relevant. It’s a way to rise above the noise and ensure your messages get the attention they deserve.

Using interest targeting, you’ll experience a variety of benefits in addition to a better conversion rate — you’ll see improvements in deliverability, engagement, word of mouth, etc.

You might create segments for:

  • Contacts who viewed types of products multiple times:
  • Contacts who viewed product categories multiple times:
  • Contacts who viewed blog categories multiple times:

A real estate agent might use a partial match to apply an interest tag to contacts that have viewed URLs that contain “apartment” multiple times and another for contacts who have viewed URLs that contain “home,” so that they can email them the appropriate type of listings.

 

Advanced segmentation

You can combine partial matches with other conditions to pinpoint very specific groups of contacts that you’d like to send to frequently.

For instance, you might create a segment of contacts who are interested in a certain product, but have not completed a purchase for those products yet:

Or, you might create a segment of contacts who tend to favor a certain format of content:

… so that you can notify them as you release new resources in that format.

 

Lead scoring for specific interests

If you sell a variety of products, you can create separate scores for each product so that you can pinpoint which of your products they are most interested in. By triggering a follow-up sequence on a threshold score, you can completely automate very personalized marketing that adapts to your contact’s behavior.

For instance, you might create a rule that increases the score each time they view URLs that contain certain keyword phrases on your blog, in your article directory, or product pages:

 

Define which contacts should enter an automation

You might have a follow-up sequence that is only appropriate if contacts are interested in a particular category of products.

Using a partial match to segment the contacts entering an automation, you can specify that only contacts who have viewed that specific category of products in the past should enter the automation:

 

This change reflects our emphasis on making it easy for you to leverage behavioral data so you can create marketing driven by how individual contacts are interacting with your web pages, forms, emails, and other marketing assets.

This kind of actionable behavioral data sets ActiveCampaign apart from other ESPs, and we’ll continue moving in this direction.

 

Easily reuse messages with past campaigns

Along with this release, we’ve made a minor adjustment to our UI that makes it easier to find and reuse existing messages.

There is a new button for accessing past campaigns on the campaign template page:

So, if you want to:

  • Use an existing campaign within an automation,
  • Use a past campaign as a starting point for your next message, or
  • Re-send a campaign to a different segment of contacts,

… you can find those campaigns easily in your library of existing campaigns. Your campaigns appear there automatically after you’ve passed the “Design” step of the campaign creation process.

Let me know if you have questions about either of these improvements in the comments section.

Become an ActiveCampaign
Certified Consultant

Today we are opening up enrollment for the ActiveCampaign Certified Consultant program.

Certification is a way for business coaches and consultants to receive referrals from us when users ask for help outside the scope of services we provide.

Users who want help designing and implementing their marketing or sales strategy will have a way to be paired with coaches and consultants who are both credible and familiar with their specific marketing and sales platform’s capabilities.

If you see the ActiveCampaign Certified Consultant seal:

… you’ll know that consultant can assist you, not only with strategy, ideas, and advice, but with creating and implementing the campaigns inside of ActiveCampaign.

You’ll be able to get help with the design and execution of a unique marketing and sales strategy tailored to your business.

Consultants will benefit from:

  • Certified consultants will be listed in a directory on our website. When users ask our customer support team for help beyond our scope of services, we’ll refer them to our consultants.
  • Having another qualification to differentiate you from competing service providers.
  • Higher commissions for referring customers to us (25% for monthly plans and 30% for yearly plans).
  • Establishing a more formal relationship with ActiveCampaign — we see our consultants as an important part of our ecosystem of resources. Our consultants can help our users with projects that are too involved for us to assist with.
  • A commission structure, that never changes. Ever. If you are willing to build your business around our platform, we’ll respect that investment by never changing the terms of our relationship.
  • Display an “ActiveCampaign Certified Consultant” badge indicating they are expert-level ActiveCampaign users qualified to teach and implement marketing & sales strategy.
  • Not having to meet mandatory minimum sales quotas. This program is about providing as much value as possible for our users, not a money grab for us.

If you are already an ActiveCampaign referral or reseller partner, you’ll want to go through the certification course to indicate that you are a value-adding provider with a formal relationship with ActiveCampaign.

The certification process

The first training is a two-day webinar on February 15th & 16th from 11 am to 5 pm CT. To be included in this round of training, you’ll need to apply by February 1st. The emphasis throughout the training will be on providing as much value as possible to our users in a consulting role— it is not an advanced email marketing and marketing automation course as most people going through the training will already be experts.

To apply, visit our Certified Consultant webpage and fill out the application form. After your application is approved, we’ll send you the dates of upcoming live training.

After the live training event, you’ll schedule a one-on-one web conference. This will be an informal, ~ 30 min exchange where we’ll get to know you, your business, and your background. We’ll ask you:

  • To find specific features and what they are used for,
  • We’ll give you a hypothetical scenario and ask you to demonstrate how to address it,
  • Set up specific types of campaigns and automations,
  • Questions about effective marketing and sales techniques.

We feel this is the best way to demonstrate your knowledge of ActiveCampaign (versus a questionnaire). We won’t be asking any “gotcha” questions, and a study guide will be provided in advance. If you attended the webinar event and are familiar with everything on the study guide, you’ll be fine.

If you have any questions about the certification process, please leave a comment.

Here’s the link to get started and learn more about the program.

6 Inbound Marketing Experts Reveal the 6 Enduring Keys to List Building



Every marketing blog has a post on list building so when I started this post I knew it would have to be extraordinary to stand out.

So, I contacted a “dream team” of inbound marketing experts and companies known for their innovative list building:

I asked these experts to reveal their latest and greatest list building and opt-in conversion strategies, and provide the data.

The topic was “List Building: What’s Working Right Now.” The focus was on revealing the list-building tactics and opt-in optimizations that are working best at this exact moment, in January 2016.

That’s still what this post is, but not really.

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A Holiday Gift:
8 More Automations You Can Import

To celebrate the holidays, we are sharing another batch of automation workflows to grow your business, engage your following, and save your valuable time…

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Track Contact Data Once & Share
It With Your Entire Marketing Stack

Who are your contacts and what are they doing?

The answer to this question is the key that unlocks great marketing campaigns — the kind that convert while forging loyal relationships with your contacts.

I like how Relevance put it in a recent Tweet:

“Just like with dating, the more you get to know a customer,
the better your chances of a long term relationship.”

It’s not an easy question though because our contact information is fractured among specialized apps we’ve “stacked:”

  • ActiveCampaign knows what’s going on with deals and marketing campaigns,
  • Google Analytics knows what goals they’ve completed, and
  • Shopify knows what items they’ve purchased.

It’s almost impossible to get a complete picture of a contact when pockets of data are isolated and spread out this way.

(more…)

New Videos, Case Studies,
Discussions, and More…

We’ve been hard at work creating resources to help you get even better results with ActiveCampaign. To that end, we’ve created case studies, usage scenarios, video walkthroughs, and we continue to have some fantastic collaboration going on in the ActiveCampaign Community. If you haven’t joined yet, I don’t know what you are waiting for… stop in and introduce yourself!

Walkthrough videos:

(more…)

Automatically Create Unique Deal
Titles Using Personalization Tags

What changed?

You can now use personalization tags in the titles of your deals so that when deals are automatically created, they can have unique names. You could insert the name of the contact, the company they are associated with, or any custom field you’ve created.

(more…)

New: Custom HTML in Designer Templates

You asked, and we listened…

It’s now possible to add HTML blocks to your designer emails! This update gives you more control over your email’s appearance and functionality making our designer templates even more flexible.

(more…)

Feature Update: Trigger Automations
on Page Visits Using Wildcards

What changed…

You can now trigger automations using wildcard URLs. This opens up the range of web pages the “On webpage visit” trigger is capable of handling and makes it much easier to use with groups of pages.

image

This is a more subtle change than some of our releases but, for the people who need it, it makes all the difference.

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Use Marketing Automation to Gather and Improve Your Net Promoter Score℠

Rather than looking back at what happened, a Net Promoter Score ℠ (NPS®) is touted to be a predictive indicator of future growth. It’s claimed that companies with higher NPS’s will be more likely to experience organic growth than competitors with lower NPS as their more satisfied customers make repeat purchases and help spread the word about a great company with a great product.

While revenue is often considered the best indication of growth, it is a lagging metric and may not predict future growth at all. For instance, if your company is generating revenue with misleading marketing that creates disappointed customers, your growth will be short-lived as word spreads that you don’t deliver on your promises.

(more…)