Using ActiveCampaign Webhooks
There's a chance you've never even heard about ActiveCampaign.
It's an email marketing package, and so if you regularly send emails to your list, you're probably using MailChimp or Aweber or some other such tool, and never thought about using anything else.
However, ActiveCampaign does many things that other tools simply cannot do.
Let's discuss email automation.
Some of you may already be doing this.
In its most basic form, it's a way of sending out a sequence of emails, one after another, after someone has signed up for something on your website.
For example, if you give away an e-book, it's often good to follow up with some emails to remind people to read it, or even pick out some parts of it to emphasise to them.
This form of automatic emails is absolutely fine, it works well, but what if you want to do more?
Let me give you an example.
Made in the Midlands
We've just completed setting up an automation for our client – Made in the Midlands.
It's a fairly simple setup.
When someone signs up for their membership programme, they get sent a welcome email, and a follow up with a survey to complete.
In most cases, this is all people are bothered about, but MIM want to do something more.
What if people aren't reading the emails?
That's a problem for them, because those people aren't getting the best out of the service, and they are missing out.
That's where ActiveCampaign can help.
Here's how the process works:
So we give them a couple of times to read the email, and if they don't, we need to get in touch with them. This stuff is important!
Now, that list at the end – what's the best place for that?
In this case, the easiest way was to have a shared Google Sheet, so we needed a way of getting the client's data into the sheet easily.
This is where we use a webhook.
Put simply, a webhook is a URL passed to a site somewhere passing some data.
Here, we want to pass the data to a spreadsheet, but we need to use something in the middle – and for that, we'll use Zapier.
There's more of this around now as people want to make sure all of their applications talk to each other.
Middleware is the “glue” between different apps and Zapier is one of the best around.
You can sign up for a free version which allows you to use some of their more common connectors for up to 20 “Zaps.”
ActiveCampaign can interface with Zapier in a number of ways, and here we're going to use a webhook.
When the campaign reaches the end of the trail and people haven't read the email, it will send the contact's data to a URL provided by Zapier:
Zapier will “catch” the data, allowing you to send it somewhere. In this case, we want it to populate a spreadsheet with a new row:
And that's it!
The data Activecampaign sends
Only a few bits of data are sent from ActiveCampaign, here's what they send:
contact[orgname]: Test Org Ltd
But that's all we need so we can follow up the client on the phone at a later date.
And that's just scratching the surface.
ActiveCampaign and all the integrations that are possible with it is just the beginning.
It's possible to do so much to automate your list building, client acquisition, it's impossible to put it all here, but if you're interested, give us a call and we'll explain how we can help.
Andy Calloway is the co-owner and head writer for Calloway Green Ltd, a digital marketing agency based in the village of Kinver in the West Midlands.
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