ActiveCampaign Review (2022) — Is This the Right Email Marketing Service for You?


ActiveCampaign — Overview

In this article, I will walk you through every aspect of ActiveCampaign and help you decide if it is the right marketing automation tool for your business.

That being said, I recommend sticking to the end to find out its advantages, limitations and my personal opinion about it.

What is ActiveCampaign?

ActiveCampaign Review

ActiveCampaign is an all-in-one marketing automation software with an in-built sales CRM.

It enables you to nurture potential leads, create automated campaigns based on numerous conditions, and provide an intuitive drag-and-drop builder to build and edit emails easily.

ActiveCampaign tags itself as the best customer experience automation platform. It provides a wide range of features that can uplift you to unlock the competitive edge in building loyal customer relationships.

Before doing the complete review of ActiveCampaign, let me give you an overview of features that this fantastic tool provides to the marketers:

  • Email marketing
  • Marketing automation
  • CRM (deals and leads)
  • On-site tracking
  • SMS/On-site chat
  • Reporting
  • Integrations

Having said that, let’s explore each feature in-depth and see if the ActiveCampaign is the right automation tool for your sales and marketing team.

ActiveCampaign Review: Features

In this section, I will give a complete breakdown of all the features and functionalities that ActiveCampaign offers and help you experience the tool from my perspective.

Let’s begin with its key feature, i.e., marketing automation.

1. Marketing Automation

ActiveCampaign is highly popular for its incredible automation features. The visual automation builder is flexible and straightforward to use. You need to just drag-and-drop the elements to create the workflow, and all the changes are saved automatically.

ActiveCampaign Automation Builder

As you can see in the above image, it is possible to add multiple triggers based on your requirements. Also, there is a possibility of adding emails to the automation flow by clicking the ‘+’ icon.

Another aspect that will add life to email marketing is personalization. ActiveCampaign lets you accomplish this by enabling you to add dynamic content and personalized elements to your email copy.

ActiveCampaign’s automation capabilities work seamlessly beyond your expectations. It provides a decent range of automation templates that you can use to build automation for –

  • Follow up sequence
  • Upsell and Resell
  • Increase referral traffic
  • Team collaboration

And many more…

ActiveCampaign Automation Template

2. Email Deliverability

Email Deliverability is a major challenge in the success of email marketing campaigns. ActiveCampaign ensures that all of your emails get landed in your subscribers’ mailboxes as it provides spam checking functionality.

ActiveCampaign Spam Check

By keeping an eye on spam checks, you can make sure that the emails you send are entirely legit and error-free.

ActiveCampaign offer one of the highest email deliverability rate ensuring that your emails reaches as many people as possible in their main inbox (not in spam or promotional tabs).

3. Email Marketing

ActiveCampaign provides six types of email campaigns to get started. The different types of campaigns it offers are as follows:

  • Standard
  • Automated
  • AutoResponder
  • Split Testing
  • RSS Triggered
  • Date based

With the help of its simple drag-and-drop email editor, you can move blocks and design a perfect email body within a few minutes.

ActiveCampaign Email Builder

Additionally, it allows you to hide and show specific content blocks on mobile devices for better design and experience.

To make your life easier, ActiveCampaign provides stunning email templates that you can easily customize – you can style elements, place blocks, and be formatted to include various functionalities.

It also allows you to create your own templates and reuse them for future campaigns.  So, it’s clear that ActiveCampaign will save you a lot of time and energy in designing email campaigns.

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4. CRM & Sales Automation

ActiveCampaign’s CRM offers indispensable features as it completely takes care of all the activities needed to build a perfect sales pipeline.

It ensures a smooth flow of activities by notifying your sales team when a new contact is captured, creates new tasks, updates the deal’s status, and automatically nurtures leads for further follow-ups.

ActiveCampaign Sales Automation

You can automate your sales funnel, and segment leads based on their activities. It is also possible to send notifications to your sales team when it’s the right time to follow up with the leads.

It lets you track your team members’ performance and assign tasks to them manually or within the automation. This enables team cohesion and brings in all crucial data at your fingertips.

Another compelling feature that ActiveCampaign offers is the lead scoring and win probability.

The win probability uses machine learning to calculate the conversion probability of your deal so that you can identify whether they will turn into a long-lasting customer or not.

Since lead scoring is a critical concept for marketing automation, let me explain it in detail in the next section.

5. Lead Scoring

ActiveCampaign’s lead scoring tool empowers marketing and sales teams to identify the most potential lead by assigning points to contacts based on their engagement.

There are two types of lead scoring that ActiveCampaign offers: Deal scoring and Contact Scoring.

A deal score is a numerical value assigned to open deals in the sales pipeline. It gives an idea of how nurtured a specific deal is, and thus the sales can prioritize them for follow-up and closure.

Whereas a Contact Score is a value assigned to the email contacts – subscribers and resource downloaders. It is useful for marketers to identify the most engaged contacts, and thus the marketing qualified leads.

ActiveCampaign lets you assign points and create specific rules in order to add or subtract points based on various factors like page visits, purchase history, resource downloads, email opens, link clicking, etc.

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6. Advanced Contact Segmentation

Segmentation plays a crucial role in delivering a personalized experience to leads, prospects, and customers throughout their journey.

Using segments, you can send the right messaging to the right group of people at the right time.

ActiveCampaign allows you to create segments out of anything based on the data you already have in the database. Here are few examples of how you can use data to segments-

  • Based on contact details: Email, First Name, Last Name, Full Name, Phone, Organization, Date Subscribed, Time Subscribed, IP Address, Tag, and Total Conversion Value.
  • Based on custom fields in forms:  Any custom fields you create.
  • Based on actions & inaction of contacts:  Has clicked on a link, Has not click on a link, Has opened, Has not opened an email, Has shared socially, Has forwarded the email, Has not forwarded, Has replied to email, Has not replied, In list, Not in list, and Subscribed with subscription form.
  • Based on geographical locations: Country, State, City, Zip and Area code.
  • Based on-site & event data: Has visited, Has not visited, Was referred from, Visiting device, Total page visits, and Total site visits.
  • Based on Deal attributes: Has deal with status, Has deal in stage, Has deal with value, Has deal assigned to, Has total number of deals, Has total number of open deals, Has total number of lost deals, Has total number of won deals, and Has deal with title.
  • Based on Attributions:  Has source, Does not have source, Has medium, Does not have medium, Has campaign, Does not have campaign, Has term, Does not have term, Has content, and Does not have content.

ActiveCampaign also allows you to use the ‘AND’ and ‘OR’ logic or the multi-dimensional conditions for deeper and refined list segmentation.

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What makes ActiveCampaign segment builder unique is that it is available across the platform. You can create segments from the contact page, contact list page, within the automation builder, and email campaign page.

Basically, ActiveCampaign enables you to create segments out of anything based on the data you already have. And they have made it very easy for you to create as many segments as you want.

Here’s a glimpse of segment builder within the automation builder –

2s277m1z6 segmentbuilderautomations

7. On-site tracking

On-site tracking is probably the most needed feature for marketers to proactively target and follow-up with the website visitors.

By installing a small piece of code on your website, you can actively monitor the visitors and convert them into leads and then into paid customers.

Site tracking in ActiveCampaign offers more features like, you can trigger automation when a contact views any page on your site and applies lead or contact scores based on visits or views of specific pages.

When you combine the data obtained from site tracking with other behavioral observations, you can easily map what your contacts exactly need and target them on other relevant channels, boosting more conversions.

This ultimately helps you understand your customers’ needs and enables you to deliver a personalized sales and marketing experience.

8. Messaging & Chatbot

Along with email, ActiveCampaign offers multi-channel conversation tools, including Facebook messenger, text messaging, chatbot, and live chat features.

ActiveCampaign Chatbot

All the conversations are managed in a unified interface so that you will not miss even a single detail. When a visitor submits the email address to the chat agent, you can create automation workflows to start communicating with them.

ActiveCampaign’s Chatbot enables you to customize each chat, update the custom field data whenever required, and add tags to contacts, which helps to segment your contacts effectively.

Add Tags from ActiveCampaign Chat

It also lets you send automated text messages which establish robust connectivity with your subscribers. You can send appointment reminders, thank you messages, flash sale notifications, coupon code delivery, etc.

Today, customers want instant responses from brands, and if you can’t deliver, you may lose a potential customer. ActiveCampaign understands this challenge. That’s why they provide a mobile app for iOS and Android devices, allowing your team members to stay active from anywhere and respond to queries instantly.

9. Landing Pages and Form Builder

Last but not least, ActiveCampaign lets you build personalized landing pages and provides a wide array of beautiful templates.

The landing page editor is good but could be improved by adding more flexibility to design elements and adding more features. However, you can easily integrate to other landing page builders for better and convertible landing pages.

Next comes the form builder. It offers different form types which you can embed into your website for collecting potential leads.

ActiveCampaign Form Builder

Also, note that it is possible to trigger automation when a particular action is done on your form by the visitors.

10. Analytics & Reporting

ActiveCampaign provides abundant reporting options that you can use to analyze campaign performance and optimize it for better results.

It offers different reports like Campaign reports, Automation reports, Goal Reports, Deal Reports, and much more to go.

The Report tab will list all your automation, the number of people who interacted with your automation, and how many of them completed it.

It also displays the open trends based on hour, weekday which lets you alter your time-frequency of sending emails to achieve the highest ROI possible.

You can also view a complete breakdown of all your deals based on various criteria such as status, value, type of pipeline, duration, etc.

ActiveCampaign Reporting Dashboard

It also lets you create custom reports based on automation engagement trends, deal value based on forecasted close date, etc., to build a high-level data-driven strategy.

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Having talked about the broad range of features that ActiveCampaign offers, let’s now jump into other essential aspects – integration and pricing.

ActiveCampaign Review: Integrations

One of the essential features that we look for in a tool is its integration capability with other tools, especially those you are already using. Right?

Fortunately, ActiveCampaign provides an overflowing set of integration options. With more than 850 apps ranging from accounting to CRM and CMS, you have the complete freedom to choose your most wanted applications for better automation and data flow.

Some of the popular integration apps available are Salesforce, WordPress, Shopify, Facebook, Google Analytics, Unbounce, and more.

In case any of your existing tools are not available in the list, you can always use Zapier to connect ActiveCampaign with other tools.

ActiveCampaign Review: Plans & Pricing

ActiveCampaign offers four pricing plans: Lite, Plus, Professional, and Enterprise.

Here’s the breakdown of each plan for up to 500 email contacts –

  1. The Lite plan starts at $15/month with a good range of features for small businesses.
  2. The Plus plan starts at $70/month, backed with Lead scoring, SMS marketing, CRM, and much more to boost your business.
  3. The Professional plan starts at $159/month, offering additional features like the win probability and split automation.
  4. Lastly, the enterprise plan starts at $279/month, which acts as a complete powerhouse of sophisticated features.

Note: The price of each plan increases as the number of contacts grows in your database. So, you must keep clean data and pay for useful contacts only.

ActiveCampaign Review: Pros and Cons

Based on my complete review, these are the pros and cons of ActiveCampaign:


  • ActiveCampaign offers a robust automation builder that is easy-to-use, and you can build automation for anything using various trigger options available.
  • It guarantees high email deliverability, which helps in fulfilling your campaign objectives and goals.
  • It provides an integrated sales and marketing platform to keep the sales and marketing team in sync.
  • It provides various analytics data in the report, measuring the ROI letting you make strategic decisions.
  • It allows for free implementation and migration service from your existing software, which can be a tremendous advantage for starters.


  • The learning curve is a little high for beginners.
  • It offers a lot of advanced features, which can be overwhelming for beginners. I’d recommend starting with the Lite or Plus plan and upgrade once you understand the tool.
  • The price of each plan increases as the number of contacts grows, which can affect your monthly budget.

Is ActiveCampaign the right automation tool for you?

By now, you must have got a clear picture of what ActiveCampaign is, its features, and how effective it can be for your sales and marketing team.

Without a doubt, ActiveCampaign is one of the most powerful automation tool and it is the perfect tool for anyone that understands marketing automation and know-how to leverage it properly.

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Jerry Gordon

About Jerry Gordon

Webmaster, nature and tech lover. Jerry manages the day-to-day operations at DigiToolsadvisor. He loves enjoying his free time, but most of all, trying new tools to master.