por Equipe AllYourVideogames | jun 15, 2022 | Marketing Digital |
A ActiveCampaign is a marketing automation and CRM (Customer Relationship Management) platform created to help small and medium-sized companies interact with their customers.
Founded in 2003 in Chicago, Illinois, the company started out with consulting through on-premises software, then expanded into a marketing software and sales automation business. The platform currently has more than 150 customers in 170 countries, including our country.
What is email marketing automation?
It is a technology that serves to automate marketing actions and processes, reducing manual work and consequently increasing the efficiency of actions.
In addition, marketing automation is one of the main tools responsible for attracting and driving potential customers (leads) to the moment of purchase, as it is through it that it is possible to understand and act in a personalized and scalable way with the people who interact with the company. your company in the different communication channels.
Marketing automation is a process that involves the creation of a logical sequence (automation flow), where each action needs to connect to another successively, always thinking about how it will influence the final result.
Contrary to what it seems, it's not just about performing a certain action automatically, but trying to understand the profile and interests of each lead, giving them all the information they need about the product.
In this way, ActiveCampaign helps salespeople to be more productive and successful in sales.
What is CRM?
It is an acronym that stands for Customer Relationship Management, that is, Customer Relationship Management, in Portuguese. It consists of managing and analyzing customer interactions, anticipating needs and desires, optimizing profitability, increasing sales and customizing campaigns.
In this sense, ActiveCampaign goes beyond just a software platform. It is about 360° sales management, an overview of marketing and service across all touchpoints.
CRM works similarly to an elaborate contact book, gathering up-to-date data from potential customers such as name, address, phone number, etc. The tool also gathers and integrates valuable information to prepare and update your team with data such as each customer's purchase history and preference.
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ActiveCampaign has already arrived in our country and promises to be a trend in 2022. As it is a new platform here, it is common to have doubts about the quality of the service, as it is something that will influence the future of your business. So you need to consider some important information such as whether or not it's worth hiring.
Here we have selected some advantages and disadvantages of ActiveCampaign in our country to help you decide.
ActiveCampaign advantages our country
ActiveCampaign offers an intuitive and very accessible platform, with plans starting at R$40. It has the merit of being the first in the visual marketing automation space and one of the only tools that requires no training to understand.
And if you still have difficulty, the site offers several learning options by hosting how-to guides, videos and webinars (videoconferencing for educational purposes that allows the audience to interact via chat).
Through its Zapier integration, it integrates over 2 tools. But to be able to access this wide variety, you must have a paid subscription to Zapier. Still, it lives up to expectations. By accessing the company's integrations app page, you will have access to more than 150 tools, including:
- Base Camp;
- Google Analytics;
Another positive point of ActiveCampaign is the possibility of tracking goals, tracking metrics such as the number of times the email was opened and the clicks on the links. And it even allows you to integrate your active email campaign with Google Analytics.
This makes it easy to create a new email campaign with a different theme to reach those customers who haven't opened the previous one, and get a sense of the completion rate and average time.
ActiveCampaign allows its users to create a library of simple texts or HTML snippets that can be reused in new campaigns and make small changes, if necessary, or even message variables by designating a personalization tag to use in any email. of the campaign.
These variables are similar to custom fields, but with a few differences. While custom fields pull values from contact records, message variables pull a constant value from a single location within the platform itself.
ActiveCampaign Disadvantages Our Country
First, it is important to know that it is not a service recommended for beginners.
ActiveCampaign is an advanced tool and learning to use its functions fluently requires a little more dedication than other tools. This might not be so interesting for those who just want to perform basic actions like setting up email sequences. In that case it might be better to look for an easier and more economical alternative.
Another detail is that, despite being quite intuitive, the visual resources are not very varied. So if you want to make changes to make it different from the default template, you will have to manually write custom CSS code, a bit complicated especially for those who are not familiar with the system.
In addition, email editing is slow and has limited functionality such as text box placement or radio buttons, for example.
Some email marketing platforms already have shortcuts programmed to perform certain activities such as identifying inactive contacts, adjusting preferences or delivering lead magnets. However, in ActiveCampaign you have to configure everything from scratch.
On the one hand it can be good for learning, but on the other hand it delays the process, not to mention the slow performance that the platform offers according to some users.
Although it has a good marketing automation tool, CRM leaves a lot to be desired compared to other platforms like PipeDrive and SalesForce. Based on user reviews, its features still need to be improved and the lack of some requirements proves to be even more limited in the most basic plans.
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If you are interested in the services, the site offers a free trial period for 14 days and has 4 different types of packages with prices that will vary according to the volume of contacts. The plans were designed to suit all types of businesses.
So, just check which one meets your needs and fits your budget.
You can also consult the complete comparison of what each plan has to offer. Check out the detailed table of ActiveCampaign plans.
ActiveCampaign and Marketing Automation
Marketing automation is a way of valuing the customer experience, ensuring convenience and providing all the support and information necessary for the adhesion of a particular product or service.
To do this as efficiently as possible, a prior analysis is needed to know the profile of each of these leads and plan a good attractive email marketing strategy according to their preferences.
For this reason, it is very important to choose a reliable platform well to achieve your goals and satisfy your customers. In this sense, take advantage of the free evaluation period that ActiveCampaign provides to assess whether the tool meets your business expectations. The important thing is that you don't run out of a marketing automation tool.