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

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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.

A trial is worth a thousand words.
Get started today, no credit card required.