Automate

• Don’t over-automate!
• Make your automations modular, automation 1 spawns automation 2, 3, etc
• Sometimes you don’t need to automate at all – don’t forget to use a more human touch
• Collect and qualify using ActiveCampaign forms
  • Use form drop-downs to help you segment
  • Keep form fields to name, phone, email at most
  • Then use automation to get more info later
• Send notifications to alert team members of new campaigns, changes to your account
• You can send one-one, personal emails as well

Building modular

• Break up automations by function
• One automation for each objective or purpose
• Automation map displays how automations are connected
• Automation map tool is really helpful to troubleshoot what is going on with an automation
• Use an automation for monitoring clicks, maybe start monitoring
• Be sure to make notes within your automations! Just like commenting when writing code

Understanding goals

• CPA method:
  • Condition – “Jump to this action when …”
  • Position – “And when this goal is …”
  • Action – “If the contact does not meet goal conditions…”
• Goals help you avoid sending wrong emails, help you make sure your sequence works for all users and that they have taken action desired
• Goal built from bottom up – always listening so prior automation steps
• Takes the place of a pending wait event
• Goals instead of wait-else-if – you can use goals to create segments

Foundational Automations

• Welcome series
• Engagement tagging
• Event reminders
• Sort through data collected

Welcome email

• welcome email 1 (consider adding some type of action oriented content)
• wait 1-2 days
• send email 2 – maybe send with a form to collect interests of subscriber
• wait 1-2 days
• send email 3 – personalized with info from email 2

Remember engagement rates decline over each sequential email so don’t wait to publish your great content.

Engagement tagging

• Two part automation, strangely the start trigger is in Part #2
• Part 2 – just listening
• Part 1 – just tagging

Find non-engaged tagged users and try to re-engage them with a lead magnet or more engaging content.

Event Reminder

• Webinar reminder series
• Webinar follow up
• You can use a multiple goals in the flow:
  • 30 days until webinar
  • 2 weeks until webinar
  • Day before webinar
• Each goal is like a ‘bucket’ holding users until they hit that goal

Sorting Automation

• Segmenting by product

Sales Automation – ‘Deals’

• Deal = qualified lead, a ‘scored’ lead qualified for next step in customer journey
• Lead scoring to create audiences based on engagement
• A contact can have multiple deals per contact
• Lead
• In contact
• Purchased product
• follow up
• repurchase

Contact & Lead Scoring

• Scores assigned to individual contacts based on their actions
• +20 pts for us customer tag
• +5 pts for visiting home page
• +40 pts for starting a free trial
• Lead scoring 102 article: https://www.activecampaign.com/learn/guides/lead-scoring-102/
• Make sure your score has an expiration date
• Can score based on almost anything:
  • open email
  • achieves goal
  • purchases product
• You can also remove points from users based on :
  • they become disengaged
  • no longer visit site

Integrations

• AC integrates with over 150 applications
• Common integrations:
  • Zapier
  • Deep eCommerce integration
    • Woocommerce
    • Shopify
    • BigCommerce
  • Abandonned cart
    • 75% consumers abandon carts
  • Online calendars:
    • Calendly
    • Acuity Scheduling
  • Webhooks:
    • Uses a unique URL to pass data to other apps

Measuring your Marketing

• Test your automation
• Email performance
• Goal reporting
• Attribution

Test automation

• personal email
• send myself thru automation

Email performance

• Look for trends by hour and day
• New feature  – optimize send by user

Goals

• Allows you to measure how successful your automations are
• You can figure out your sales cycle using goal reports

Attribution

• Trace each customers path, where they came from

Deal, CRM reports

• Run sales reports by deal