A Visitor Put up by Nontas Karavias, founding father of IAmNontas.com
Let’s face it, people. If you’re working an ActiveCampaign account, it’s in all probability not working at 100% effectivity. I’d say not even at 60%.
I don’t like that…
As an ActiveCampaign guide who’s labored with over 250 accounts, I’ve seen some stuff. So in the present day, I’m right here to name out the ten most annoying errors I see individuals making of their ActiveCampaign accounts.
Brace yourselves as a result of it’s about to get actual.
#1: Utilizing too many lists
There was a time when lists have been “the factor” as a result of common e-mail software program used them as the basic segmentation device. Folks despatched their campaigns to particular “lists,” and in the event you needed to distinguish your message, you probably did it “per record.”
Now, you need to use lists for segmentation functions in ActiveCampaign, however this might make managing the account a lot more durable in the long term.
There are numerous nuances to debate right here, however let’s hold that in thoughts any further: Lists exist to reply the query: “Do I’ve this subscriber’s consent to ship emails?”.
And because of this most ActiveCampaign accounts on the market don’t want greater than ONE record.
“In what instances then would I would like a couple of record?” I hear you asking…
- If you’re working a number of companies by way of the identical ActiveCampaignaccount
- In case you have a number of kinds of emails, you need to give them a chance to subscribe to or unsubscribe from.
- If you’re utilizing a listing as the one integration possibility.
Which brings me to my second level.
#2: Integrating with instruments utilizing solely the record technique
Some instruments would not have a sturdy integration with ActiveCampaign, they usually solely provide the possibility so as to add contacts to an ActiveCampaign record. This isn’t optimum.
Let me clarify…
Think about having 5 lead magnets in Clickfunnels touchdown pages. In case you have built-in these 5 types utilizing the “record” technique, you have to 5 completely different lists if you wish to observe the place every contact got here from. And now, as an alternative of 1 record, you’ve gotten 1+5=6. Good luck with that.
Now, in the event you use the “record & tag” technique, you throw all Clickfunnels contacts into your grasp record and add separate tags in response to the shape they stuffed out.
1 record, 5 tags. Candy!
#3: Neglecting to doc your funnel
As quickly as you subscribe to an ActiveCampaign account, you need to get issues going, proper? Construct stuff shortly and promote. It might actually work with out you being an knowledgeable in ActiveCampaign.
And then you definately develop.
And issues get messy.
And sophisticated.
You begin to spend time simply to find issues in your account. you need to manage it higher, however you don’t have time. Issues nonetheless work, however now you get annoyed each time you log in, and also you begin hating your job.
Effectively, I’ve an answer for that, my good friend!
Documenting constantly and early on in spreadsheets and mapping instruments is essential for the sustainability of your account.
This is the reason:
- You don’t waste your time finding tags, automations, targets, and many others.
- You perceive the connection between all components in ActiveCampaign (fields, tags, automations, lists, and many others.)
- You’ll be able to simply on-board and practice new customers.
- Exterior consultants can audit, perceive your account, and remedy issues quicker and with much less friction.
I’ve labored with over 250 ActiveCampaign shoppers in my profession. The accounts that had correct documentation could be counted actually on the fingers of my proper hand.
#4: Not utilizing the e-mail builder with intentionality
Let’s simply say it: “Lastly, ActiveCampaign’s e-mail builder kicks a**!”
At present, it is likely one of the finest and most versatile builders on the market. However to get essentially the most out of it, you need to use it correctly to avoid wasting time!
What do I imply by that:
When you design new emails continuously, you want to hold a constant fashion and really feel, proper? Doing that often entails copying emails, utilizing a sure format, and utilizing components inside your e-mail (sections, columns, constructions, and many others.). There are numerous methods you may design an e-mail and get the identical consequence. However there is just one optimum option to do it that can consequence within the minimal effort within the quick and long term.
Study to make use of the weather accurately, and you’ll considerably cut back the time spent on e-mail design!
#5: Not utilizing group components and naming conventions
That is the simplest tip to implement in your ActiveCampaign account, however once more, it wants one factor: Intentionality.
There are quite a few methods you may title your tags, automations, types, lists, and fields. However the optimum approach depends upon your total enterprise technique, your account construction, the way you prefer to see info, the form of reviews you need to see, and many others. Simply remember the fact that the primary approach ActiveCampaign organizes components is alphabetically.
Let’s see an instance:
- Let’s say you utilize tags to trace your three lead sources. What’s one of the simplest ways to call the tags? “LEAD: google,” “LEAD: fb,” “LEAD: referral,” OR “google lead,” “fb lead,” and “referral lead”?
I’ll allow you to reply this.
#6: Ignoring e-mail authentication setup
Establishing e-mail authentication takes round 5 minutes, however surprisingly sufficient, 8 out of 10 companies completely ignore it.
If you’re severe about your e-mail advertising and marketing, it is best to at all times deal with the e-mail authentication your self. I gained’t negotiate! DKIM, SPF, and DMARC must be dealt with asap!
It sounds kinda techy and intimidating, however these methods are a approach of verifying the id of the sender of an e-mail message, guaranteeing that the e-mail has not been altered throughout transmission and that it originates from a professional supply – your corporation. They forestall phishing, spoofing, and different kinds of e-mail fraud and can help you monitor deliverability and management the usage of your area in e-mail.
ActiveCampaign’s documentation is thorough and easy sufficient for anybody to know and execute. Doing this may show you how to construct a website popularity, offer you management over your e-mail advertising and marketing, and in the end improve deliverability long run.
#7: Neglecting to have a segmentation plan
What’s the no.1 factor that separates e-mail entrepreneurs from spammers?
In my opinion, all of it boils all the way down to thorough segmentation. A spammer must ship as many messages as doable to as many individuals as doable. An e-mail marketer must ship the correct amount of emails to the correct amount and blend of individuals.
Figuring out the suitable segments to make use of isn’t as easy because it may appear. Segmentation is much more than separating males from ladies or leads from clients.
You possibly can phase by:
- Engagement stage
- Location
- Product curiosity
- Product bought
- Age group
- Lead magnet downloaded
- Recency of engagement
- Lead supply
- Revenue
- B2B or B2C
The record could be countless…
How will you navigate this? Simply reply three questions:
- What’s the most significant option to phase your record?
- What is going to you talk to every phase, and when?
- How will you receive the segmentation knowledge within the first place to construct the segments?
These questions are the idea of your segmentation plan. With out this plan, you’re simply “a enterprise that sends emails now and again.” You’re not doing e-mail advertising and marketing.
#8: Anticipating good reviews with out correct setup
While you purchase a model new, shiny, tremendous superior device like ActiveCampaign, you’ll are likely to assume that “Heck, it’s a sophisticated automation device! All I’ve to do is present up, ship some emails, and ActiveCampaign will do its magic, and I’ll have each piece of information accessible after I want it!”
Effectively, it doesn’t work that approach.
ActiveCampaign’s largest power is its customizability and suppleness. But it surely comes with a value.
It’s a must to:
1) know what knowledge you need to see within the report sooner or later
2) know the right way to arrange the technical components of ActiveCampaigncorrectly and
3) know the right way to implement a monitoring plan.
Lastly, remember the fact that it doesn’t matter what, new wants will come up, and also you’ll at all times have to trace one thing new, which implies you need to be on prime of your automations, continually modifying them to can help you gather new knowledge. It’s a marathon, not a dash.
#9: Over-complicating automations
Nothing is worse for me after I audit an present ActiveCampaign account than automations with countless “if/else” blocks, a number of targets, a number of triggers, difficult situations, and pointless tag including.
ActiveCampaign has a number of methods of reaching the identical consequence, however in each case, there may be at all times ONE finest option to obtain it, and that approach follows two basic rules:
- It makes use of the minimal quantity of modules
- It’s straightforward to make use of and perceive
That will imply you need to merge two automations into one, break an enormous automation into a number of, or flip a number of “if/else” modules right into a single aim, and many others.
Sadly, ActiveCampaign customers don’t at all times perceive the device’s structure earlier than they begin utilizing it, which causes these inefficiencies.
#10: Neglecting record cleanup
When companies ask me for assist, they often have a listing engagement drawback (too many unresponsive emails). It goes like this: They’ve had a reasonably engaged record for some time, however in some way, they began getting sloppy with their older contacts. Both they stopped sending emails or saved sending the identical kind of emails that didn’t work anymore. Electronic mail open price plummeted, identical with click on charges. They could have additionally acquired spam complaints and large unsubscribes, probably compromising their deliverability.
The answer? Record cleanup!
Record cleanup refers to eradicating invalid, inactive, or non-responsive e-mail addresses from an e-mail record. It’s an important a part of your job as an e-mail advertising and marketing supervisor as a result of this may show you how to keep a superb sender popularity, improve your engagement price, and in the end increase your e-mail supply price and deliverability.
“How does it work in apply?” I hear you asking.
It may look so simple as “logging in sometimes and seeing who doesn’t interact and unsubscribe them.” However don’t try this. ActiveCampaign provides you all of the instruments to make the cleanup dynamic and extremely subtle. Arrange well timed re-engagement and win-back sequences to your unengaged contacts, arrange the suitable situations for them, and also you’ll by no means should unsubscribe anybody manually.
Conclusion
ActiveCampaign is an incredible device that provides you countless potentialities in personalization and automation. Nonetheless, to get essentially the most out of it, you want to know the right way to use it. And to learn to use it in essentially the most environment friendly approach, you want to perceive its construction deeply. This is the reason I at all times advocate hiring specialists to arrange and handle your account. When you would not have the funds for that, use the perfect practices from ActiveCampaign’s weblog and use buyer assist each time wanted. It’s higher to spend extra time to start with to set issues up accurately than constructing one thing quick now that may make your life tough in the long term.
