Active Campaign

Email Marketing and Personalization

Design responsive emails with blocks, snippets, and brand assets, then personalize with custom fields, tags, and event data. Dynamic content swaps sections per segment or behavior, while send time optimization and throttling protect deliverability. A/B tests compare subject lines, layouts, and calls to action so teams improve engagement steadily across audiences and launches. Link tracking, UTM parameters, and conversion rules connect campaigns to revenue, not just opens, and clarify which offers resonate.

Automation Builder and Customer Journeys

Build visual automations with triggers like signups, purchases, or page visits, and branch with conditions and goals. Coordinate email, SMS, webhooks, and CRM updates with waits and exits that keep experiences relevant and timely. Journeys can skip steps once a goal is reached to prevent over messaging and fatigue while still recording outcomes for reporting. Reusable subflows, error handling, and notes make complex maps maintainable for teams that iterate frequently.

Segmentation, Scoring, and Targeting

Create segments using attributes, tags, engagement, and custom events captured across sites and apps. Lead scoring highlights sales ready contacts and suppresses low intent traffic, while predictive signals nudge timing and content. Sync audiences to ads and exclude recent buyers to limit waste across channels and maintain consistent messaging across touchpoints. Shared definitions align marketing, success, and sales so targeting remains consistent and reports agree.

CRM, Deals, and Sales Handoff

Use pipelines to manage deals, tasks, and follow ups with automations that update stages, owners, and priorities. Surface next best actions from engagement and scoring, and notify reps when high intent behavior appears so outreach is timely. Calendar links, notes, and activity timelines keep context together and visible, enabling faster responses and cleaner handoffs. Integrations sync orders and subscriptions so revenue and churn signals are visible in one place for account reviews.

Reporting, Deliverability, and Compliance

Track opens, clicks, conversions, and attributed revenue across campaigns and automations with drilldowns by segment and source. Deliverability tools manage domains, warmups, bounces, and complaints to protect sender reputation through growth spikes. Consent fields, preferences, and data export support GDPR and similar rules without slowing teams that iterate often. Role permissions restrict sensitive templates and lists while audits record who changed what and when for accountability.