Engagement Management Webinar Recording Now Available

Click here for full screen

Thanks to everyone that’s been attending and participating in our new series of webinars. We’re very happy with the response and reception and we’re excited to keep these webinars coming! If you have topics you would like for us to cover, make sure to post them in the comments section or tweet us at @activecampaign.

In this webinar, Kelly O’Connell, Head of Customer Success, dove deep into the nuances and best practices of engagement management. With most user lists seeing an annual depreciation of 25% in their engagement, this is one of the most important strategies you can employ as part of you marketing strategy. Don’t be alarmed, this is a normal statistic, and when you take on engagement management, you’ll see three very positive outcomes: increased conversions, better segmentation options, and constant high deliverability.

As always, Kelly then breaks down what you can do to ensure health engagement. Kelly highlights two key components to any burgeoning engagement management implementation: permission & testing.

By permission, one must be transparent and upfront with your contacts, and here are Kelly’s four foundational facets – dig in:

  • A clean, concise opt-in
  • Implementing a preference center
  • Deploying a welcome series
  • Utilizing clear, easy to find unsubscribe links

After implementing these tactics, one must be open to testing. Engagement management is certainly not a static practice, and one much constantly iterate to cater to the needs of their contacts.

While there are hundreds of aspects one can test, Kelly highlighted three pieces of low-hanging fruit:

  • Testing your From name (must be from a valid email address)
  • Subject lines (for example: CTAs vs no CTAs)
  • Message content

As it’s sometimes difficult to get started, and you might be staring at that “blank canvas” that all of us have encountered, Kelly demonstrated a engagement tagging automation you can implement right away. It was graciously shared by one our users, Matt Fox in a previous blog post. Click here to get going.

You can also find alternate pre-built engagement management workflows in our Automation Recipes as seen below:

We’ll be holding our next webinar soon, so keep a lookout!

Contact & Lead Scoring Webinar Now Available

The amazing Kelly O’Connell is back with another Success Hour webinar. This time she covers one of my favorite features — Contact & Lead Scoring.


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.


25 Emails That Target Each
Stage of the Customer Lifecycle

Each time you reach out to your contacts, you are able to turn their attention to you and your business. This isn’t to be taken lightly because you are taking their limited time and attention off important things in their life — their friends and family, work, and recreation.

Avoid a Tagging Crisis in One Hour


A tagging crisis creeps up on you.

It won’t happen suddenly or all at once. It will start with forgetting a single tag. You’ll figure it out soon enough and you’ll be lulled into a misleading sense of false security. “Everything is fine.”

It snowballs quickly from there… months after that, you’ll be beating your head against the desk. “What arcane code is this? Why would I create such ridiculous tags?”

You’ll become paranoid… contacts have tags you swear someone else put there.

New feature: Hide on mobile

Optimizing emails for mobile has quickly gone from important to essential. Today, far more emails are read on mobile than desktop or webmail clients:

Emails opened by environment
Source: Litmus, July 2015

We’ve been creating mobile responsive email templates for a while and we’ve just taken our mobile optimization even further with a new feature: “Hide on mobile.”


Targeting Your Marketing: Advanced Segmentation

Segment your list for better email marketing


The emails you do not send are more important than the ones you send.

If you email the wrong people, your deliverability will plummet. The people you want to reach, the contacts who want to hear from you and are ready to buy, will never even know you emailed them.

If your email isn’t engaging people, the algorithms assume it is unwanted so it’s filtered away from the inbox.


Targeting your marketing – Part 1: Advanced personalization

Strategies for targeting your marketing

In 2014, 86% of revenue came from email campaigns that used advanced tactics (not broadcast emails).

— DMA UK’s National Client Email Report – 2015

Our improved ability to target individual contacts might be the most important advancement in email marketing services since the autoresponder was introduced over a decade ago. The old marketing adage, “Get the right message to the right contact at the right time,” has never been easier to achieve.

Targeting is a proven path to better results. The closer your marketing message aligns with the needs and interests of your contacts, the more effective it becomes.


7 Steps to Create Your Best
Automated Follow-up Sequence

Create your best automated marketing sequence

Download an infographic summary of this post


Are you using the best automated follow up strategy?

Whether you are in the process of creating your first follow-up sequence, or you’ve been at this for years, your follow up sequence should be the result of a well-defined plan for achieving the results that matter to your business. tweet this

Instead, our follow up is often created on a whim or pieced together bit by bit over time to fill in gaps… this piecemeal evolution means our sequences probably aren’t the product of a well-considered, overarching strategy designed to produce the best results.

What’s more, a lot has changed since you created those sequences… powerful new marketing tools have been introduced, you’ve gained valuable insights about your customers, your product line has transformed, and you’ve learned more about effective online marketing.

This post on re-envisioning your follow up is a chance to implement everything you haven’t gotten to, but should.


Wistia’s Integration with ActiveCampaign

ActiveCampaign is frequently asked about integrations which capture leads through videos embedded on websites; and for a long time, we did not have a quality solution. That problem has been solved. Recently, Wistia added ActiveCampaign to the list of Email Service Providers you can connect to, with the use of your ActiveCampaign API key.

With the explosion of mediums such as Youtube, video has become a vital player in marketing and sales for businesses all over the world. Wistia gives you serious video management tools and provides much more than a simple video hosting solution. Instead, they have created a tool through which you can customize, deliver, analyze and much more on one simple to use platform.

The integration places a subscription form within your videos, and can be set up within a matter of minutes, allowing you to immediately send any contacts captured into the ActiveCampaign list of your choosing. Once the contact is in ActiveCampaign, you can trigger the drip marketing and sales automation processes set up within your account to help you continually engage your contacts based on actions, custom fields, site and event tracking, and much more.