What is an Active Campaign and why is everyone using it?
Active Campaign is an email marketing provider, such as MailChimp, GetResponse, ConvertKit, etc …
Its function is to manage the acquisition of subscribers from your website through your subscription forms and later to be able to carry out a series of actions with them.
These actions can be for example:
- Send them a welcome email.
- Send them your lead magnet or claim for the subscription.
- That they receive a series of automated emails.
- Send them specific emails with whatever you want or that they receive a Newsletter as often as you determine.
- Segment and label them according to your interests or any other characteristics.
- Make them go through one or another series of emails depending on their labels and/or actions in the emails.
These are just a few examples, the versatility of Active Campaign really makes the possibilities of “game” endless.
Why are the people who control this use Active Campaign and not another provider?
The reasons are various.
First of all, because today it is well known that the future is advanced segmentation.
With other providers, you can also do it, but with Active Campaign, this task is much easier to do.
On the other hand, another very important trend is the issue of customizing shipments based on user behavior, something in which this provider still takes much more advantage of other competitors.
I’ll give you an example.
Imagine that you send an email and you want that, depending on a response from your subscriber, after that email, you receive another “A” email after 2 days or if you choose another option that receives the “B” email after 5 days.
This would be done by putting two links inside the first email and making them “Triggers” (event triggers).
Thus, if the subscriber clicks on “Link 1”, he is assigned the label X, and if he clicks on “Link 2,” he is assigned the label Y.
Then, within our “Funnel” (automated email funnel) we put a check after the first email delivery.
- Is the subscriber assigned the label X after that email? In that case, you are redirected to the next mailing “A”.
Is the subscriber assigned the label Y? Then it will go “on the way” to receive the “B” mail.
We will also have a third path through which the subscriber will advance in case of not having either of these two labels, that is, in case they have passed us and have not clicked on either of the two options (or perhaps there is no open said mail).
I know that explained by word it can seem complex, and it can be depending on what we want to complicate ourselves, but really that with practice you begin to understand the checks, assignments, and conditional logic … and then it is a vice.
Not to extend me too much, the strengths that I see in Active Campaign would be:
- Segmentation at the end of subscribers using tags.
- Advanced automation leaves the possibilities at the limit of your imagination.
- Despite everything, its learning curve is not excessively complex.
- It integrates 100% with many of the applications we use daily (Thrive Leads, GoToWebinar, WebinarJam, etc …)
- The price is even lower than many of its competitors.
General review of the control panel interface.
Once we have contracted and created our account with them, we will have access to our control panel.
In it, we will be able to access all the important parts that concern the management of our subscribers.
That is, to the following sections:
- Contacts (the own management of your subscribers
- Campaigns (for specific shipments or the Newsletter)
- Automations (what in other providers we know as “series of autoresponders”)
- Lists (the lists where your subscribers will be, regardless of their tags)
- Forms (where you can configure the link with forms, for example from Thrive Leads to attract your subscribers)
- Reports (an extensive range of statistics about your subscribers, your shipments, etc …)
How to create and configure your lists and forms in Active Campaign.
I think it is essential that you watch a specific video about configuring your lists and forms.
Basically, the process is as follows.
You can have a form on your website with Thrive Leads or any other plugin (I always say that because it is the one I use)
Those forms that you design and insert with those plugins need an email marketing provider that takes care of other things.
Specifically, to collect that subscriber data (name and email), put it into a “list”, perhaps assign a series of labels to it first and, of course, have the email or series of emails that we send you automatically. we want.
So in these two sections, you configure all that.
On the one hand, the “Lists” has no more mystery than creating the lists you want, name them, and run.
On the other hand, the form is more complex because you will have to create them in Active Campaign and configure them in such a way that when a reader becomes a subscriber through said form, they are put on the X list or the label is assigned AND.
Now, be careful because if you integrate Active Campaign with Thrive Leas via API, you can indicate it within Thrive Leads itself, which is sometimes a bit confusing if you put it in one place or the other. Be that as it may, in no case are lists or labels duplicated.
How to create your individual campaigns (normal sendings to your subscribers)
Once we have our subscribers captured and assigned to their lists and/or labels, we will have to send them something, right?
For this, we have the “Campaigns” section.
I basically use it for what I call “individual shipments.”
That is if I have a new post that I have published and I am interested in making it reach all my subscribers, what I do is create a new campaign, I indicate which list I want to send it to, I write that email including links to the new post and it is I send it.
Of course, I can make that shipment immediately or leave it scheduled for a specific time and date.
I explain it in the video, but let’s talk a little about the topic “Newsletter”.
I have not been a friend of having an automated Newsletter for my new content for a long time and, if you look a bit at what many of your references do, you will see that they do not do it either.
You can do this with Active Campaign and it is configured within the Campaign section, but what I recommend is to create a new and individual campaign for each time you want to share new content.
Why? Well, because it takes a bit more work, but by doing so you can focus the text of the email on the article in question, awakening the interest of the subscriber to read it by making a kind of lead that generates intrigue or expectation to read the post.
Otherwise, a Newsletter will be little more than a link or series of links to the last thing you have on the blog, period.
Basic automation to create a Mini-course in Active Campaign.
We get to the part where all this gets more interesting: automation.
First of all, convey the idea that they are the same as other providers known as “autoresponders”.
But … oh my friend, in Active Campaign this concept is much more powerful than in its competitors.
To try to outline the situation, think that on the one hand, you have your subscribers:
- Organized by lists.
- Organized by tags.
- That has a subscription date.
- That it has been able or not to visit a certain URL.
- That new labels have been added based on their actions.
- (And many more factors or ways to “distinguish” between some subscribers and others)
Well, and on the other hand, when you send a campaign or want your subscriber to go one way or another within an automated email funnel, you can determine this based on:
- Whether it is on a concrete list or not.
- If it has a specific label assigned or not.
- Combinations of if it is in one yes but not in another (or others), both of lists and labels.
- If you have clicked on a certain link in your emails.
- If you have opened an email or not.
- Whether you have responded to an email or not.
- If you have already finished receiving a specific series of emails.
- If it still holds on to it.
- If you subscribed through a certain form or another.
- If you signed up before or after a certain date.
- If it is from a specific country or another.
- To infinity and beyond…
As you can see, I was not lying to you when I told you that the possibilities of the things you can do are unlimited.
Only your imagination decides where you want to finish segmenting and combining possible things to consider from your subscribers.
Some do not go crazy and stay in the most basic and normal functions, and some enjoy like dwarfs creating very complex funnels or email funnels with advanced conditional logic.
I am one of those seconds but without reaching the extreme. I really like to design a good email funnel taking into account a series of things, but I can’t go away wanting to curl the curl because, in the end, I see it even counterproductive in some cases.
But hey, be that as it may here you are not going to go so deep.
I leave you this video as an introduction to automation where which is not little, you will learn how to create a funnel or series of emails as a “Mini-course” that your subscribers can receive automatically.
Import and update subscribers (migration from another provider)
what should we take into account when migrating from MailChimp to Active Campaign, or from any other, go.
The process is as follows.
First of all, be aware that there are different ways of doing it, some more and others less organized.
You could, for example, export all your subscribers to a . CSV file and then import them all at once into Active Campaign, but if you do so you will be putting all your subscribers in a single list, a disaster drawer for all without any segmentation.
The most appropriate option would be to export different. CSV files from your current provider, based on the segmentation you already have.
The most normal thing is that working with MailChimp or whatever, what you have at most are a series of lists. If you work with ConvertKit, maybe you already have a segmentation by tags included, ok.
The idea would be to export a . CSV file for each list, tag, or “group” of subscribers you already have and then import those files independently into Active Campaign.
In this way, to each import and to the subscribers that you bring to it, you will be able to assign them a specific list or lists, and also a specific label or labels, all already within the new provider.
In other words: if, for example, you bring 3,000 subscribers from one site to another without any kind of differentiation, let’s see who is the handsome one who then within Active Campaign manages to segment them. Yes, you could send them an email and using “triggers” that we saw before, make them, through their actions, “self-segment”, but … there you are already depending on the opening rates of your shipments and the desire to participate in your subscribers in what you propose.
Conclusions and how to hire or go deeper.
In short: Active Campaign is today and for many reasons, the best email marketing provider.
At least to my understanding (it is the one I use) and that of many other people.
I have already told you about all its advantages and the potential it has. If I have to put a “negative point”, it would be that said potential implies a learning curve somewhat higher than that of other providers.
Is it worth it to switch to Active Campaign and learn what it takes?
Think not only about the importance of the relationship with your subscribers, which is through email but also that the sales you can make to convert them into clients of your services or information products depend in large part (if not all) of the mail.
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