Using ActiveCampaign and Segment to get the most our 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. We’re on a mission to help our users become better marketers through pertinent, actionable communication. Partnering with Segment, who’s focused on making your customer journey available in any tool, we’re a big step closer to achieving our vision.

What does this mean for you?

Using Segment Sources will allow you to answer the following questions:

  • How many total email interactions have you had with a customer this week?
  • What is the life-time value of customers that came in through a particular email campaign?
  • Which emails are most effective for reactivating users?

These types of questions have historically been difficult to answer because they rely on joining multiple datasets in highly customized ways. However, with the ActiveCampaign Source, Segment brings all of your data together in one place, giving you the power to understand your email strategy as part of your overall customer journey.

Upon activation, Segment will automatically pull 6 key events:

  • Email Delivered,
  • Email Opened,
  • Email Bounced,
  • Email Clicked,
  • Unsubscribed and
  • Email Marked as Spam.

These will then be sent to your warehouse and to your other integrations for a seamless stream of actionable data.

Get started here. 


Here are three ways to get your engine humming with this brand new, bolstered integration:

1. Avoiding email overload

Questions to ask yourself:

  • What’s the total number of emails I’m sending to customers?
  • How do more emails impact open and click rates?
  • What is the ideal sending frequency?

Tooling:
Email + Analytics or BI tools

Email overload can cause an otherwise great campaign to fail. Where is the sweet spot? Is it 4 messages in 30 days or 8?

To get a clear picture of how all your email campaigns come together for each contact, you can send data into an analytics or business intelligence tool for analysis.

This will give you insight into how many messages contacts are receiving, but, further still, it will allow you to see what cadence works best. Your analysis of the email events will help you glean valuable trends, anomalies, establish concrete correlations, and then take immediate action to optimize your sending frequency.

2. Analyzing email ROI

Questions to ask yourself:

  • What’s the ROI of a particular email campaign?
  • How well is your email marketing working in terms of ROI?
  • Where are the weaknesses in your current strategy?

Tooling:
Email + eCommerce + BI tools

By sending data from your ActiveCampaign campaigns into a business intelligence platform like Indicative, you’ll be able to combine data on emails sent, opened, and even specific link clicks with your eCommerce transaction data to see how specific email campaigns and interactions affect your conversion rate.

With this analysis, you’ll be able to pinpoint the strengths and weaknesses of your current email marketing strategy and adjust and optimize accordingly. You’ll see the big picture and then be able to break it down to see the impact of behaviors.

3. Keeping cross-channel messages consistent

Questions to ask yourself:

  • How do you retain a high-level, actionable, and cohesive handle on the consistency of your cross-channel messaging?
  • How do you tailor and optimize your content and messaging so that different channels are working together to reinforce the same messages?

Tooling:
Email + In-app messages, push notifications, SMS

With data about which links your contacts are clicking, you have insight into what they are interested in. You can use this data to tailor the content being displayed through other channels. For instance, if you know a contact clicked to view a certain product, but didn’t end up purchasing it, you can have an onsite message displayed with an offer for that same product the next time they visit.


We’d love to hear about what you’re most excited about and what you’re looking forward to accomplishing with this integration in the comments below.

If you run into any issues, please contact our team at help@activecampaign.com or fill out this form.

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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9 ActiveCampaign Users Share Their #1 Tips

ActiveCampaign users and reviews

 

ActiveCampaign has been getting a decent amount of praise and attention lately. We thought we’d take the opportunity to highlight some of our favorite coverage and give these users a chance to share their ActiveCampaign tips with the community.

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