Engagement Management Webinar Recording Now Available

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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!

Using ActiveCampaign and Segment to get the most out of your Contacts’ Behavioral Data

Today, we’re excited to announce that you can further analyze and act upon your email delivery, open, and click data from ActiveCampaign.

Through Segment Sources, you can get this data into a Postgres or Redshift warehouse, or any of the 180+ integrations on their platform, with no code required.
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Site Tracking Webinar Recording Now Available

Our Customer Success Manager, Kelly O’Connell’s back with another slam-dunk of a webinar from her Success Hours series. In case you missed it, or want to re-watch – we’re very excited to share this with you. This was our largest and most quickly maxed out webinar in ActiveCampaign history!

You can watch it by clicking here or the preview below. This will take you to Vimeo, so that you may view it in full screen.

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Find ActiveCampaign Experts to Improve Your Marketing & Sales

We are thrilled to announce our first group of ActiveCampaign Certified Consultants is ready to help you improve your marketing & sales. This multi-talented group has partnered with us to provide ActiveCampaign users with:

  • Consulting services
  • Coaching services
  • Implementation services

They have an impressive range of experience and skills:

  • Programmers
  • Designers
  • Marketing strategists
  • Sales experts
  • Inbound marketing experts
  • Marketing automation experts
  • Email marketing experts

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New Feature: Goals

You can now define goals for your automations. As goals are achieved, contacts will jump to other locations in your automation.

The goals you create can be used to begin other automations, send more targeted messages to your contacts, adjust contact and lead scores, and more.

For instance, you might have a series of emails motivating a contact to request a free consultation. You could create a goal that is “Appointment booked through Acuity Scheduling.”

When that goal is met, the contact can skip the rest of the marketing emails and jump deeper into the automation; beginning a new sequence of messages that helps the contact prepare for their consultation.

You might also create a goal for “Contact makes a purchase.” When that goal is achieved, your automation could immediately mark any open deals as won and begin a sequence of new customer onboarding emails:

 

Creating Goals…

You can find the Goal action under the “Conditions and Workflow” section of the automation actions menu.

When you add a goal action to an automation, you’ll be presented with a modal window that helps you set up the goal. You can give the goal a name and you’ll be prompted to specify the conditions that define the goal:

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You could use any condition in our segment builder to create a goal including:

  • Specific values in custom fields,
  • Visits to your site or the viewing of specific web pages,
  • Events you’ve defined such as a log in or product purchase,
  • Tags (or the absence of tags),
  • Any other contact data you’ve collected such as location.

By using “And” conditions, you can create multi-dimensional goals such as “If a contact has visited my pricing page AND they’ve submitted a form requesting our whitepaper AND their contact score is greater than 75.”

Using “Or” conditions, you can create goals triggered when one of many criteria are met. For instance, “When their deal score is over 60 OR their deal moves to the ‘Contract signed’ stage of the pipeline.”

Next, you’ll define whether the contact should jump to the goal from anywhere in the automation or only if the goal is below the contact’s position in the automation. “Below contact’s position” is a way to make the goal conditional. If they’ve already passed the goal in the workflow, they won’t trigger the goal (even if they match the conditions you’ve defined).

With this new action you’ll be able to consolidate and simplify your automations. Automations that previously would have to be split into parts can now be combined into a single automation. Automations that were only possible with multiple “If/Else” checks are easier to create.

The “Goal” Trigger

We’ve added the 18th way to begin an automation: the Goal trigger.

Now automations can begin when a goal is “achieved” or “skipped.” This trigger is useful for situations where the achievement of a goal begins a complicated, multi-step process. For instance, the achievement of a goal “Makes first purchase” might begin a series of automations with specific purposes.

 

Using Goals in the Segment Builder

There are now additional options for creating segments.

Four new conditions have been added to the segment builder under the “Actions” category:

  • Goal achieved – The contact met the conditions of the goal while going through the automation.
  • Goal not achieved – The contact exited the automation before meeting the conditions of the goal or they are still in the automation and have not yet met the conditions of the goal.
  • Goal skipped – The contact reached the goal but either skipped it or ended the automation (which depends on how you set up the goal).
  • Waiting on Goal – The contact is at the goal action, waiting until its conditions are met.

Goal conditions make it easy to:

  • Send to people who did (or did not) complete a particular goal,
  • Create a fork in an automation on the basis of whether a contact has completed a goal (so you can treat them differently),
  • Do an advanced search for contacts that did or did not complete a goal,
  • Use achieving (or not achieving) goals to distribute points in a lead or contact score.

The possibilities opened up by the addition of goals are endless. It’s a change that naturally shifts our mindset to where it should be: working toward specific, measurable results at each stage of our marketing and sales processes.

Now we are able to define the purpose of our marketing and sales processes and use the completion of those goals to measure our effectiveness, automatically pivot, and create modular workflows that automatically progress to working toward the next goal as the previous one is achieved.

Are you as excited about Goals as we are? Let me know how you’ll be using Goals in the comments section.

The ActiveCampaign Marketplace:
Prebuilt recipes to help automate your business

A couple weeks ago, we announced “recipes” — automation workflows you use as a starting point to build automated sales and marketing processes. It’s a huge time-saver and makes building automations easier than ever.

But, wouldn’t it be even better if you could:

  • Import a “done-for-you” follow-up sequence that’s created and optimized by an experienced marketing expert?
  • Leverage the same tested, proven automation workflows that the marketing automation authorities are using?
  • Get an automation built by the developer of an integration that fully leverages the features of both platforms so you don’t have to wonder if you’ve set it up right?

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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.

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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:

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Misc updates, new
integrations, and a preview…

Update: Use your account’s time zone in automations

It’s now possible to send email campaigns based on your account’s time zone. You can create “Wait until…” conditions so that email campaigns send to all contacts in the automation at the same time regardless of their individual time zones.

This is especially useful for events such as webinars. For instance, you can send messages such as, “The webinar starts in an hour,” to remind people your webinar will be starting soon.

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Announcing the ActiveCampaign Community

The ActiveCampaign Marketing Community

 

We are happy to announce the ActiveCampaign Community.

Online marketing can be confusing — the sheer amount of strategies, tools, and information can be overwhelming. We see our community as a place where you can connect with like-minded marketers who are facing similar challenges. It’s a supportive environment where we can all collaborate and help each other become better, more successful marketers.

In the community, you’ll find:
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