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Active Campaign: what it is and how to use it

This is one of the best tools for email marketing. But do you already know how to make the most of it? This is the guide you need to read to learn more.

Active  Campaign is one of the best tools for email marketing available to companies and web marketing agencies, but it is also perfect for freelancers who want to work with lead generation. Lead generation is the process of attracting and converting potential customers into leads, then obtaining contact information. In digital marketing, we use a…

There would be dozens of alternatives, this is not the only program to send newsletters and DEMs. Mailchimp, for example, can be an equally good solution. The same goes for Mailup.

Also for Sendblaster. But among the solutions available today we want to dedicate space to this name: Active Campaign. The reason? Read on for all the information you need to choose.

But before continuing, remember that Active Campaign, as many software for sending newsletters and DEMs, is a commercial tool but also very professional and specific. And to use it you have to invest both in the purchase of licenses and in acquiring the necessary skills for use.

The topic of the Post

  • 1 What is Active Campaign: definition
  • 2 What are the prices of this tool?
  • 3 Is there an Active Campaign in Italian
  • 4 What you can do with Active Campaign
  • 5 Alternatives to Active Campaign
  • 6 Your work with Active Campaign

What is Active Campaign: definition

It is a tool that integrates several tools for relationship management with lead. Often translated as “contact”, a lead is an individual or company who has shown interest by sharing contact information, such as email address, telephone number …and customers. First of all, it is a tool for email marketing, sending newsletters, and obtaining good results in terms of Insurance noon direct sales with sales letters designed to win over the customer.

In reality, Active Campaign is a valid ally of businesses, companies, organizations, and freelancers even when it presents itself as CRM.CRM (Customer Relationship Management) typically refers to software for managing relationships with customers and prospects. CRM stands for Customer …

That is software that deals with customer relationship management, the management of customer relations. Another fundamental sector that you can take care of with Active Campaign: the work of marketing automation.

That is to say, everything that allows you to manage operations and activities that do not require human presence but that can be programmed to be activated concerning a certain condition.

What are the prices of this tool?

Find all the information regarding the section pricing. Price is the amount of money required for a product or service. In a broad sense, the price is the sum of all …of this tool for email marketing of the dedicated page. The key aspect is that you can manage your needs and have a specific price.

First, you manage the possibility of getting an annual or monthly plan, which is very important if you intend to use the program to send emails only for a limited time or continuously.

The most interesting aspect, however, concerns the possibility of managing the number of subscribers to the lists of the database. A database is an organized collection of structured data to make it easily accessible, manageable, and updatable. Put simply, it can be said, a database in …. With a lever you increase or decrease the contacts to get a clear picture of how much you will have to invest to manage this volume. But isn’t there a free version of Active Campaign?

The prices of this professional tool are clear.

No, and I think that’s right too. The reason is simple: we are talking about a professional tool that allows you to optimize marketing automation processes, funnel. A funnel (also known as a sales funnel or marketing funnel) is the process by which companies guide customers in purchasing products. The… sales, lead nurturing. Lead nurturing is the automated process of sending personalized and relevant content to leads, prospects, and customers at each stage of the process of … and other dynamics that make a difference even in specific sectors.

Such as sending SMS messages to reach a target. Target refers to a group of potential customers to whom a company wants to sell its products or services. Target is consequently also …particular and manages specific marketing campaigns. It is impossible to achieve all this without investing the right amount. Do not you think?

What you can do with Active Campaign

Much. The functions made available by this reality used by many online businesses are endless. But to have a valid definition of this topic we can divide the activities into specific sections.

Email Marketing

Part of the work done by this software involves managing all the tools necessary to do a good job of email marketing, namely the activities that allow you to send professional messages to a list of contacts who have agreed to be part of your list.

Website and newsletter integration

Let’s start from the base: if you want to do email marketing, even just by sending an email to update your readers of a simple initiative, you need to do lead generation. That is to say the collection of interesting contacts.

The simplest, easiest, and most immediate way to collect emails is this: install a form on the website to enter email. Active Campaign offers a form system that can adapt to needs.

For example, you can choose between different formats such as the pop-up, the form to be inserted in the classic sidebar, or the bar at the top above the fold. Not to mention the floating box in the lower right corner of the website.

In addition, there is a key element to add: you can customize the forms in every way, from the aesthetics to the features that allow you to make this element appear when needed and with the strictly necessary fields.

A / B test

Among the main functions of this tool, we find the possibility to carry out A / B testing. In marketing, the A / B test is a term for an experiment with only two variants, A and B, which is used to identify changes that increase… That is to say, sending different emails and then recording the results obtained. This is how your mailings are refined and you can always get better results. On the other hand, this is the real science of email.

Test to improve emails.

Why is A / B testing so useful in email marketing? Simple, you can build a data-driven approach to make choices on an empirical basis and not just on simple ideas and impressions. Even because:

Without data, you are just another person with an opinion.

W. Edwards Deming

With this mechanism, you can manage your email marketing campaigns with unique precision. And unparalleled effectiveness.

Lists segmentation

Another aspect that can make a difference for professionals: the segmentation of the lists. This step is crucial because it allows you to follow a key step when looking for maximum efficiency.

I’m talking about being able to send your lead exactly what allows you to intercept interest. To increase the probability of obtaining conversions useful for the ultimate purpose of the campaign.

The massive sending of emails to an undifferentiated audience is one of the fundamental reasons that lead to the abandonment of lists. On the other hand, why should I keep getting messages that don’t interest me?

Email tags

Do you want to make it more precise in sending messages to the right people? Here the great resources of Active Campaign become fundamental. Here everything is managed through a practical tag system.

When your contacts perform an action and show interest in an activity, you can allow the automatic addition of these labels to differentiate, even for the future, the sending of certain messages.

Active Campaign email editor.

This allows you to change content based on the tags entered and here another essential point of the offers made available by the tool comes into play. I’m talking about the Active Campaign newsletter and DEM editor.

Through a practical system, you can drag and drop the various elements that allow you to design and compose your email with buttons, images, text, blank video space, and HTML content to customize everything.

Marketing Automation

One of the great advantages when you decide to use the Active Campaign tools seriously and to their full potential: you can take full advantage of the concept of marketing automation. Namely the actions to promote a brand. The brand is an identification symbol, trademark, logo, name, word, and/or phrase that companies use to distinguish their product from others. A combination … managed by automated mechanisms, and operated thanks to basic programming but which align with needs thanks to AI.

That is artificial intelligence. The software learns from its mistakes and refines the funnel to guide the user towards an email sending path that proceeds towards the conversion. In web marketing, conversion means when a user takes a specific – measurable – action that is important to your business. Examples are access to the site, the visit of …the final. That is the sale.

Indeed, we follow the path shown by inbound marketing so the idea is to get another result at the end of the path.

That is to say loyalty. With email marketing this is possible, you can turn a lead into a prospect. A Prospect is a prospect for whom we have contact information and who has been qualified as meeting certain criteria. In most … and then in customer and finally in ambassador.

The inbound marketing path.

How? Through an email journey, a flow that begins with a welcome and continues with a gift, more specific content, and another even more in-depth. He launches into sending a promo or discount code and finally tries to sell. But it does not stop, this is not the aim.

Even when the goal is reached, you can manage the cross and upselling phases or delight in contact with gifts, attention, and communications that make him feel part of the community. With the Active Campaign workflow system, all this becomes easy and immediate. At least for those with a minimum of skills in the world of lead nurturing and content marketing.

Messaging and SMS

There are web marketing strategies that blend with different activities and that always involve the digital world but do not contemplate the use of the internet and email. For example? With Active Campaign, you can also work with traditional messaging, the classic SMS. Reason?

Not all people are present on the same means of communication and you need a tool that can coordinate efforts. Even with the SMS and messages that appear on the website. Thanks to Active Campaign you can track the behavior of the public and segment not only the sending of emails but also based on the means used for communication

Customer Relationship Management

The heart of inbound marketing for many companies, especially those of medium and large size or which, in any case, have very complex customer management and with a longer sales funnel.

Maybe the small freelance doesn’t need a CRM, a customer relationship management able to keep track of the various steps.

But those who work mainly in the B2B.B2B (Business-to-Business) is an adjective used to describe companies that sell to other companies. For example, Studio Samo is primarily a B2B company, because it sells …needs to organize all messages and interactions with a contact in one place. Just to follow the transformation from lead to customer, perhaps passing through intermediate stages. Active Campaign’s sales CRM allows for just this.

Thanks to the management of leads and contacts you can identify, at a glance, which are the potential customers to contact again and which ones to leave on hold because they have already shown a specific will.

This, of course, is just a taste of the potential expressed by the CRM of Active Campaign: thanks to this tool you have all the communication that revolves around customers in one place. Target? Avoid contact dispersion and make sure that nothing is left to chance.

Alternatives to Active Campaign

A good guide dedicated to a tool like this must have a defined phase to the possible alternative solutions. Because for some reason you may find yourself struggling with Active Campaign but, at the same time, need these utilities. How to move in these cases?

Just choose one of this software that performs, in one way or another, the same functions. Here is a series of alternative and effective tools.


For many, it is the best software for sending newsletters, dedicated only to this job. If only because it specializes in a task (sending emails) and offers a different solution than competitors. In economic parlance, a competitor is a company in the same sector or a similar sector that offers a similar product or service. Could be…: the mass mailing and list management program is on your computer.


Perfect for predictive email marketing, thus exploiting artificial intelligence to manage the acquisition and lead nurturing process. With Mailup you can also achieve a lot with the management of SMS messages and various chatbots.

A Chatbot is a computer program that simulates human conversations. They are also known as digital assistants. Chatbots interpret and process requests … like those of Messenger and Telegram.


One of the favorite candidates to replace Active Campaign in the work of email marketing and contact management in the work of sending mass messages to many contacts. But not only that, Mailchimp is comparable to Active Campaign precisely because it presents itself as a complete platform.

You can use it for email marketing, sending newsletters, CRM, and automation. Not forgetting that it has a free version: Tinyletter.

Your work with Active Campaign

You can sure get great results from a thorough use of this tool to send emails, messages, and communications to customers. If you want to work with content marketing to develop a constant relationship with your contacts you need software like Active Campaign.

Do you agree? Do you use this tool to manage your sales funnel? Leave your opinion in the comments and let’s tackle this issue together.

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