This post was contributed by Content Snare of Aktura, an ActiveCampaign Certified Consultant.
When you’re dealing with multiple people coming through your pipeline each day, it’s easy to miss a huge client opportunity.
Automation can drastically improve your ability to stay on top of all the important people in your pipeline and know exactly when you should reach out to them personally. The best part is that it can help you save important leads that would have otherwise not become a client.
This link click report workflow continues to help Content Snare, part of the Aktura Agency, convert more qualified clients, including one of the largest airlines in the world and several universities.
The purpose of the workflow
It’s super simple, yet powerful.
When people sign up for Content Snare for the first time, we wait until they have had some time to evaluate the product, then send the email below. It asks “How likely are you to continue using [service]” along with 3 buttons for them to click.
Each day, we get a list of the people that clicked each button. It drops right into the task manager like this:
Each day when this list arrives, it takes a quick 20-second scan to spot any important leads that we should reach out to personally.
For example, if you notice someone has clicked the unsure button, it’s likely that they have some unanswered questions. Now you have a chance to reach out and spark a conversation with them, answer any questions, and land them as a client.
To this day, this workflow helps Content Snare:
- Save key accounts by reaching out to them personally. It’s easy to spot if an important contact has clicked unsure or unlikely.
- Get a general understanding of how people feel about our service
Here’s how you can set it up this ActiveCampiagn and Zapier workflow for your business.
Creating the link click report workflow
There are 5 steps to creating the workflow:
- Create the email
- Create the Zap
- Create an ActiveCampaign automation for each link
- Test one of the automations
- Complete the Zap
1. Create the email
First, you should create an email that contains the links that you want in the report. If you have an email already, skip this step.
It’s totally up to you when this email gets sent. It could be used in a one-off campaign or in an automation.
We send this email on day 11 of a 14-day trial – when someone is close to making a decision about whether they will continue using our product or not.
As for the design, that’s up to you too. In this example, we have used 3 images as the 3 buttons. You also can just set up 3 text links.
You need to give each button a link. We kept it simple by sending all 3 buttons to the same page on our website. We display a message that says “Thank you for your feedback.”
To make each link unique, include a URL parameter at the end of your page.
If the page is:
Repeat this step with the other 2 buttons.
2. Create the Zap
To build this workflow, you’ll need to create a “Zap” – Zapier’s word for a workflow.
In case you aren’t already familiar with Zapier, here is a quick introduction to get you up to speed.
Zapier is a workflow automation tool that can move data between apps.
A simple example could be:
- When someone fills out a contact form on your website
- Add the content to your ActiveCampaign account
In this case, you’ll use Zapier to build the list of leads and drop it into your task manager.
If you don’t already have a Zapier account, head over to their website and create one. Then click the button to create your first Zap. You’ll see a screen like this:
Search for the trigger app “Webhooks by Zapier”. You’ll need a paid Zapier account to be able to use this feature.
For the event, choose “Catch Hook”. Then, click “Continue”.
At this point, Zapier generates a special URL. This URL is where ActiveCampaign will send the notification when someone clicks one of the buttons in your email.
We’ll come back and grab this shortly. For now, move to the next step.
3. Create an ActiveCampaign automation for each link
Back in ActiveCampaign, you’ll create one automation for each link.
Start with the “Likely” button.
Here’s a summary of the automation:
- The trigger is “Clicks a link in an email”. Make sure you choose the right link (the one you used for the likely button)
- Send a webhook to Zapier
A note on webhooks: If you’ve never heard of webhooks, think of them as a message from one app to another. In this automation, when someone clicks the link, ActiveCampaign will send a message over to Zapier. Zapier will then run the workflow. If you’d like to better understand webhooks, check out this explanation and video.
You’ll find the webhook action under Conditions & Workflow -> Webhook.
Jump back over to Zapier and grab the URL from the webhook trigger that you created earlier. It will look something like this:
Then, add the following snippet to the end of it:
The full link will look like this:
Put that link into the webhooks box in ActiveCampaign.
Repeat this step for both the Unsure and Unlikely buttons. You’ll need two more automations for this step. Use the same Zapier webhook link, but just change the snippet that you added at the end.
4. Test one of the automations
Now, you can activate all 3 automations.
Test one of the automations, so that it sends a webhook over to Zapier. For this kind of testing, you can use your own email address.
To test an automation, open a contact and add one of the automations that you just created.
5. Complete the Zap
Back over at Zapier, click the button to “Test & Review” the trigger.
If you’ve done the last step, it will successfully display your test webhook.
Create an action in the Zap. Search for the app “Digest by Zapier.” The action is “Append Entry and Schedule Digest”.
Digest is a special tool built into Zapier that builds up a list of items. Then, at a certain time, it releases the entire list. This is where the link click report is generated.
In this step, you’ll:
- Give the digest a title
- Specify what goes into the list (or report)
- Set a time to release the report
The title can be anything. I’ve called it “Clicks on continue likelihood buttons”.
The entry is the individual item that goes into the list. You can add whatever information you want. I’ve added the contact’s name, email, and the button that they clicked. This value is the one we added to the end of the Zapier webhook URL in Step 4. To find this data, search for “querystring” in the list of parameters in Zapier.
It should look something like this:
The final setting is the frequency. This setting is when you want to send the report. In this example, it’s going to release once a week on Monday at 8 am.
There’s only one more step, and this one changes depending on how you want to receive the report.
This example uses Trello, but you also can email yourself using the “Email by Zapier” app, or add a task in whatever task management system you are using—provided Zapier has an integration with it. Just search for it when creating a Zapier action.
Setup is simple. Choose your Trello account, the board, and list to put the task in.
Give the task a name.
For the description, map in the “Current Digest” as shown below.
At this point, you can complete the Zap and turn it on. It should look like this:
Expanding on this workflow
This is just one simple example of what is possible using a webhook + digest combination.
Remember that you can send those webhooks over to Zapier for pretty much any event in ActiveCampaign.
You could use this same concept to get feedback on your service from monthly retainer clients. That process would look like this:
- Send recurring monthly emails to your clients with ActiveCampaign
- Include buttons to indicate how satisfied they are with your work this month
Generate a digest to email yourself each week to get a feel for the
- overall sentiment and to identify any clients that are at risk of leaving
Another example is to create a list of leads that are over a certain size. In your ActiveCampaign forms, you could collect their number of staff. If it’s over a certain amount, roll it up into a digest that comes into your email each day. A quick scan of that list makes it easy to identify any important prospects worth personally contacting.
When we surveyed businesses about automation, one of the most common roadblocks to creating automations is simply not knowing what is possible. Hopefully, this workflow has inspired some ideas on how you can generate new time-saving workflows using ActiveCampaign and Zapier.
Jimmy Rose is an automation addict and founder of Content Snare, a platform for collecting content and documents from clients. You’ll find him blogging about automation and productivity at JimmyRose.me.