Features, Pros & Cons – Forbes Advisor

As a comprehensive platform, ActiveCampaign offers a variety of core features centered on marketing, sales, and e-commerce. For example, it has robust automation features that enable businesses to easily create email campaigns, foster leads and drive conversions. In addition to its email marketing suite complete with a user-friendly editor, it also has advanced tracking, data collection and reporting capabilities as well as a customer relationship management (CRM) to help users stay connected with contacts, build relationships and drive more sales.

WYSIWYG Email Editor

ActiveCampaign uses a “What You See Is What You Get” (WYSIWYG) email editor that makes it easy to create numerous types of email marketing campaigns. Users can select a prebuilt template, which more realistically serves as a prebuilt layout. This is then customized in real time, making it easy for users to see how their email will look to its recipients.

For more advanced users, it also has the option to create text-only emails as well as custom HTML emails. This adds a good deal of flexibility for teams of varying skill and experience levels, while helping to ensure the result always appears professional.

Email and Marketing Automations
ActiveCampaigns enables users to employ automations and build workflows with advanced triggers. For example, this could be as simple as sending new subscribers a welcome email or sending an email automatically after a potential customer abandons their cart. But it can also entail more comprehensive workflows with conditional segmentation so that users are sent certain emails based on their interactions with previous emails, such as whether they opened the email, clicked a link or made a purchase.

Tracking, Data Collection and Reporting

ActiveCampaign is one of the best platforms of its kind for its tracking, data collection and reporting capabilities. Users have the option to track various aspects of their campaign’s performance well beyond the standard open rate or conversion rate. It can be set up so that it also tracks a user from your website, including the use of data from Google Analytics. In terms of reporting, it has a number of different reports that users can run, including campaign performance, email client trends, predictive content and open and read trends. Collectively, this gives users a good depth of information, which can be used strategically to develop top-performing campaigns.

Customer Relationship Management (CRM)

Another key feature of ActiveCampaign is its built-in CRM. This can be a useful tool for businesses that don’t already have a CRM in place but want to be able to foster incoming leads more effectively as their contact list grows. Compared to the best CRMs in the market, ActiveCampaign’s CRM features are fairly lightweight, but it does enable users to build a custom pipeline, create and assign tasks, set up custom goals, forecast deals, and track progress. Overall, it’s a solid CRM for those who rely heavily on email marketing but do not yet have a CRM set up.