ActiveCampaign Review: Lead Scoring + Campaign Automation

Overall rating

4.3/5

4.3

14-day free trial available

Pros

Cons

Best or unique feature

User Interface & Ease of Use

4/5

Deliverability & Email Tools

4/5

Analytics & Insights

4/5

Personalization & Templates

5/5

Integrations with Other Tools

5/5

Automation & Scalability

4/5

Subscription & Sign Up Forms

5/5

Support & Knowledge Base

4/5

Pricing & Trial

4/5

Curious if ActiveCampaign is the right tool for your business? 

You’re in the right place. 

This review will give you an honest look at what ActiveCampaign offers, from its powerful features to its potential drawbacks

We’ll help you understand how it can fit into your business and whether it’s worth the investment. 

Stick with us to get the insights you need to make an informed decision. 

Let’s dive in and see if ActiveCampaign is the perfect match for your email marketing needs.

How to Evaluate an Email Marketing Platform

When evaluating an email marketing platform, focus on several key criteria to ensure it meets your needs. Look at the user interface and ease of use. A platform like ActiveCampaign offers an intuitive design that simplifies your workflow. 

Personalization and templates are crucial for creating engaging emails. Check if the platform provides customizable options. Subscription and sign-up forms help grow your email list. Deliverability and email tools are vital for ensuring your messages reach inboxes. 

Integrations with other tools enhance your marketing strategy. Customer support and a robust knowledge base are essential for troubleshooting. 

Analytics and insights provide valuable data to optimize your campaigns. Automation and scalability allow your marketing efforts to grow with your business. 

Finally, consider pricing and trial options to find a platform that fits your budget and lets you test its features.

1. User Interface and Ease of Use

Rating for Ease of Use

4/5

The user interface and ease of use are critical aspects when choosing an email marketing platform. ActiveCampaign excels in providing a clean, intuitive design that simplifies your workflow. From the initial login to the comprehensive onboarding process, every step is designed with the user in mind.

User Interface

When evaluating the user interface of an email marketing platform like ActiveCampaign, you will appreciate its clean and professional design. The UI is intuitive and straightforward, featuring a navigation sidebar with submenu items. This setup makes it easy to find your way around the platform.

ActiveCampaign Sidebar Navigation
ActiveCampaign Sidebar Navigation

You can effortlessly access Contacts, Campaigns, Automations, Deals, and more. The user interface is designed to simplify your workflow, allowing you to focus on creating effective email marketing campaigns

With ActiveCampaign, you get a user-friendly experience that enhances productivity and efficiency. This ease of use is crucial for both beginners and experienced marketers.

Onboarding Process

You get a seamless onboarding experience with ActiveCampaign’s onboarding process. When signing up, you answer a personalized quiz to help ActiveCampaign understand your needs and tailor the platform for you.

ActiveCampaign Personalized Quiz
ActiveCampaign Personalized Quiz

After that, you receive an onboarding checklist with guides and video tutorials to help you get started. This includes learning the basics of automations, email marketing integration, and tracking customer interest.

ActiveCampaign Onboarding Guide Checklist

The process is designed to make you feel comfortable and confident using ActiveCampaign from day one, ensuring you can take full advantage of its features right away.

Login Process

For some reason, my email and password were not saved in my Google account, which was a bit of a hassle since I am used to one-click login with my saved passwords. It seems they implemented their sign-up form differently than what Google recognizes. 

After resetting my account password, logging in required multiple authentication steps like email verification and SMS verification. This added a layer of security but also made the process more time-consuming. 

I prefer that only one verification step is already secured. Despite this, the login process is still straightforward and ensures that your account is well-protected.

2. Personalization and Templates

Rating for Personalization

5/5

Personalization and templates are essential for creating effective email marketing campaigns. ActiveCampaign offers powerful tools to help you customize your emails and make them stand out. From basic to designed templates, you have the flexibility to craft messages that resonate with your audience.

Email Editor

The email editor in ActiveCampaign is designed for ease of use and flexibility. You can take advantage of the drag-and-drop feature to insert and rearrange elements effortlessly. This makes creating your emails simple and intuitive.

ActiveCampaign Email Editor
ActiveCampaign Email Editor

Each element is fully customizable, allowing you to style them to match your desired design. Whether you are adding images, text, buttons, or social links, the process is straightforward. 

This level of personalization ensures your emails look professional and aligned with your brand’s aesthetic. With ActiveCampaign, crafting the perfect email is quick and easy.

AI Writing Assistant

ActiveCampaign’s AI writing assistant is a powerful tool that helps you craft your email copies effortlessly. With just a few prompts, the AI writer generates high-quality content tailored to your needs.

ActiveCampaign AI Writing Assistant
ActiveCampaign AI Writing Assistant

It is seamlessly integrated into the email editor, making it easy to access and use while you’re crafting your emails. This feature saves you time and ensures your messages are engaging and professionally written. 

Whether you’re creating newsletters, promotions, or follow-up emails, the AI writing assistant enhances your email marketing with ease.

Personalization Tags

With ActiveCampaign, you can easily insert personalization tags to customize your emails based on your contact’s information. There are many personalization tags available, allowing you to include details like the recipient’s name, location, and other personal data.

ActiveCampaign Personalization Tags
ActiveCampaign Personalization Tags

This ensures your emails are highly tailored and relevant. Using these tags enhances the personal touch of your communications, making each recipient feel valued and understood. 

The process is straightforward, helping you create more engaging and effective email campaigns. With ActiveCampaign, your emails can achieve a level of personalization that drives better engagement and results.

Message Variables

Message variables in ActiveCampaign make personalizing your emails even easier. These are snippets you can store for future use, so you don’t have to write them every time. This feature allows you to quickly insert common phrases, greetings, or any repeated content into your emails.

ActiveCampaign Message Variables
ActiveCampaign Message Variables

By using message variables, you save time and ensure consistency across all your communications. It’s a handy tool that enhances your email marketing efficiency, making your campaigns more streamlined and effective.

Basic Templates

ActiveCampaign offers a wide variety of basic templates to help you get started quickly. These templates have a plain design with text and images, perfect for straightforward communications. The backgrounds are plain white, providing a clean and professional look.

ActiveCampaign Basic Templates
ActiveCampaign Basic Templates

These templates save you time and ensure your emails look polished and consistent. With ActiveCampaign, you can easily customize these templates to suit your brand and message, making your email marketing efficient and effective.

Designed Templates

ActiveCampaign offers a wide selection of designed templates that you can readily use and customize. These templates stand out with beautifully designed backgrounds and layouts, making your emails visually appealing.

ActiveCampaign Designed Templates
ActiveCampaign Designed Templates

Unlike basic templates, designed templates give your campaigns a more polished and professional look. However, if you prefer starting from scratch, you still have the option to create a campaign without a template

This flexibility ensures you can tailor your email marketing to suit your unique style and needs, enhancing your engagement with your audience.

3. Subscription and Sign Up Forms

Rating for Sign-up Forms

5/5

Subscription and sign-up forms are crucial for growing your email list and engaging with your audience. ActiveCampaign offers a variety of tools to help you create and manage these forms effortlessly. From contact importing to customizable sign-up forms and landing pages, you have everything you need to capture and nurture leads effectively.

Contact Importing

With ActiveCampaign, importing contacts is simple and flexible. You can add individual contacts manually, import a CSV file, or copy and paste contacts directly. Additionally, you can integrate with your CRM or other third-party platforms to sync your contacts automatically.

ActiveCampaign Contact Importing
ActiveCampaign Contact Importing

This ensures that your contact list is always up to date and ready for your email campaigns. ActiveCampaign makes managing your contacts easy and efficient, so you can focus on building relationships and driving engagement.

Contact Scoring

Contact scoring in ActiveCampaign lets you assign a numerical value to each contact based on their interactions and characteristics. You set up rules that add or subtract points, reflecting their engagement level. 

For example, you might add points for contacts in your local area or those who have viewed your pricing page. This system helps you identify and focus on your most engaged contacts, making your marketing more targeted and efficient. 

By using contact scoring, you can better prioritize your efforts and improve your overall strategy.

Sign-Up Form

Creating sign-up forms with ActiveCampaign is a breeze. The drag and drop feature helps you insert and rearrange elements effortlessly, allowing you to create forms that perfectly suit your needs.

Active Campaign Sign-up Form builder
Active Campaign Sign-up Form builder

You can style each element to match your desired design, ensuring your forms look professional and cohesive with your brand. Integrating these forms into your website is straightforward; just copy and paste the provided code into your site.

ActiveCampaign Form Integration
ActiveCampaign Form Integration

Additionally, each form has a unique link, so you can share it as a standalone landing page if you’re not ready to embed it directly on your website. This flexibility makes it simple to collect subscribers and grow your email list, whether through your site, social media, or email campaigns. 

With ActiveCampaign, creating and managing sign-up forms is both efficient and effective, helping you expand your audience effortlessly.

Landing Page Builder

ActiveCampaign’s landing page builder is a powerful tool that makes creating effective landing pages simple. You can use the drag and drop feature to insert and rearrange elements effortlessly.

ActiveCampaign Landing Page Builder
ActiveCampaign Landing Page Builder

The builder allows you to change styles, designs, colors, and more to ensure your landing page matches your brand perfectly. It has many features that are very useful when crafting email campaigns. 

Once your landing page is ready, you can publish it to your own domain or use the free subdomain provided by ActiveCampaign. Additionally, you can customize the metadata for your landing pages, enhancing your SEO efforts and ensuring your pages are optimized for search engines.

ActiveCampaign Landing Page Metadata
ActiveCampaign Landing Page Metadata

4. Deliverability and Email Tools

Rating for Deliverability

4/5

Deliverability and email tools are critical for ensuring your emails reach your audience’s inbox. ActiveCampaign provides robust features to enhance deliverability, including domain authentication and comprehensive email tools. These features help maintain your email reputation and maximize engagement with your campaigns.

Domain Authentication

Authenticating a domain with ActiveCampaign is essential to avoid deliverability issues. You can set up your DNS settings manually by logging into your domain host and adding the necessary DNS records like DKIM and DMARC.

ActiveCampaign DNS records
ActiveCampaign DNS records

 Alternatively, you can allow ActiveCampaign access to your domain hosting account, and the system will set up your DNS settings automatically. This process ensures that your emails are verified, reducing the risk of them being marked as spam and improving your overall deliverability rates. 

With ActiveCampaign, domain authentication is straightforward and helps maintain your email reputation.

Sender Info Without Domain Authentication

Although domain authentication is required for optimal deliverability, ActiveCampaign allows you to send campaigns even if you haven’t authenticated your domain yet. You just need to verify your email through a verification link.

ActiveCampaign Sender Information
ActiveCampaign Sender Information

This means you can start sending emails while you set up your domain authentication. However, without domain authentication, your sender info may not appear as professional, and there’s a higher risk of your emails landing in spam folders

Verifying your email is a quick step, but for the best results, complete the domain authentication process as soon as possible.

5. Integrations with Other Tools

Rating for Integrations

5/5

Integrations with other tools are vital for maximizing the efficiency of your marketing efforts. ActiveCampaign offers extensive integration options, allowing you to connect with popular apps and platforms seamlessly. This flexibility ensures that all your marketing tools work together to enhance your overall strategy.

Integrations

ActiveCampaign offers extensive integrations with a variety of third-party platforms, making it a versatile tool for your marketing needs. You can connect with popular apps like Facebook, WordPress, Google Analytics, Shopify, and Salesforce to streamline your workflows. 

This integration capability ensures that all your tools work together seamlessly. If your current tool isn’t supported, you can request a new integration, allowing for even greater flexibility. 

With ActiveCampaign, integrating your favorite apps is simple, enhancing the overall efficiency and effectiveness of your marketing campaigns.

ActiveCampaign Integrations
ActiveCampaign Integrations

API

ActiveCampaign’s API offers powerful integration capabilities, allowing you to connect your applications and automate workflows seamlessly. You can use the API to manage contacts, automate campaigns, and sync data across platforms. 

This flexibility helps you customize your marketing efforts to suit your specific needs. The API supports REST, HTTP, and JSON, making it versatile and easy to work with. 

Whether you are a developer looking to create custom integrations or need to connect existing tools, ActiveCampaign’s API provides the functionality you need to enhance your marketing strategy.

6. Customer Support and Knowledge Base

Rating for Customer Support

4/5

Customer support and a robust knowledge base are essential for getting the most out of any platform. ActiveCampaign excels in providing helpful resources and responsive support options. Whether you need immediate assistance or detailed guides, they have you covered.

Live Chat

ActiveCampaign offers live chat support through an AI chatbot that captures your initial concerns and forwards the conversation to a live agent. This system is designed to streamline your support experience. 

However, in my experience, there was no agent available to handle my simple questions, even though their website claims customer support is available 24/7. While the chatbot is helpful, having immediate access to a human agent would improve the support experience significantly.

ActiveCampaign AI Chatbot
ActiveCampaign AI Chatbot

Email Support

ActiveCampaign offers email support for addressing your queries and issues. In my experience, I reached out to them on a Saturday and received a reply on Monday. It seems they may not work on weekends, so their availability isn’t truly 24/7. 

While the support team is responsive and helpful, keep in mind that there might be delays during weekends. This is something to consider if you require immediate assistance.

In my experience though, after getting connected with the support team, they always follow up if everything is already working good or if I still need assistance.

Knowledge Base

ActiveCampaign provides a comprehensive library of knowledge base articles and guides to assist you. This resource covers a wide range of topics, from account setup to advanced automation techniques.

It’s designed to help you find answers quickly and enhance your understanding of the platform. The articles are detailed and easy to follow, making it simple for you to troubleshoot issues and learn new features. 

With ActiveCampaign’s knowledge base, you have a valuable resource at your fingertips, ensuring you can make the most of the platform’s capabilities.

ActiveCampaign Help Center
ActiveCampaign Help Center

7. Analytics and Insights

Rating for Analytics

4/5

Analytics and insights are crucial for measuring the success of your campaigns. ActiveCampaign offers various types of reports, including contacts reports, automation reports, deals reports, and website reports. 

These detailed analytics help you understand your performance and make data-driven decisions to improve your marketing strategy.

Campaign Performance

ActiveCampaign’s campaign performance reports provide detailed insights into your email campaigns. The overall performance report looks quite old-fashioned and resembles a spreadsheet, lacking visually appealing graphs and charts. It displays data for all campaigns in a straightforward but plain format.

ActiveCampaign Campaign Performance
ActiveCampaign Campaign Performance

However, for each individual campaign, you can view charts and campaign activity streams, which offer a more dynamic and detailed look at your campaign’s performance.

ActiveCampaign Campaign Specific Report
ActiveCampaign Campaign Specific Report

This includes metrics like open rates, click rates, and engagement statistics, helping you understand how your campaigns are performing and where improvements can be made.

Custom Reports

ActiveCampaign’s Custom Reports feature allows you to view your data in the most effective way to get the answers you need. You can tailor reports to focus on the metrics that matter most to your business, helping you build a data-driven strategy.

ActiveCampaign Custom Report
ActiveCampaign Custom Report

These reports provide detailed insights, allowing you to analyze performance, track key indicators, and make informed decisions. 

With custom reports, you can visualize your data through various charts and graphs, making it easier to understand and act on. This flexibility helps you optimize your campaigns and grow your business efficiently.

8. Automation and Scalability

Rating for Automation

4/5

Automation and scalability are crucial for growing your business efficiently. ActiveCampaign provides powerful tools to automate your marketing and sales processes, allowing you to focus on strategy. 

With features like email scheduling, automation workflows, and deals pipelines, you can streamline your operations and scale effortlessly.

Email Scheduling

With ActiveCampaign’s email scheduling feature, you can set your emails to be sent at a specific date and time. This is useful for planning your campaigns in advance. 

However, you can only schedule emails to be sent at one specific time and time zone. This could be a limitation if you have a global audience, as it might not accommodate different time zones effectively.

ActiveCampaign Email Scheduling
ActiveCampaign Email Scheduling

Despite this, scheduling emails helps you manage your campaigns more efficiently, ensuring your messages reach your audience at the right time.

Automations

ActiveCampaign allows  you to easily build automations using the intuitive drag and drop automation builder. This tool allows you to add email events, conditions, triggers, and various other elements to create complex workflows tailored to your marketing needs.

ActiveCampaign Automation Builder
ActiveCampaign Automation Builder

You can set up sequences that respond to user actions, segment contacts, and send personalized messages at the right time. 

Getting started with automation is straightforward, thanks to the wide range of templates available. These templates cover various use cases, from welcome series to abandoned cart reminders, making it simple to find one that fits your requirements.

ActiveCampaign Automation Templates
ActiveCampaign Automation Templates

Automations help you scale your marketing efforts efficiently, ensuring that your campaigns run smoothly and effectively. By automating repetitive tasks, you can focus on more strategic aspects of your marketing, enhancing overall productivity and effectiveness.

Deals Pipeline

With ActiveCampaign, you can create and track deals pipelines directly within the app. This feature allows you to manage your sales process efficiently, moving deals through different stages from initial contact to closing.

ActiveCampaign Deals Pipeline
ActiveCampaign Deals Pipeline

You can customize stages to fit your sales workflow, add deals, and assign them to specific team members. The visual layout makes it easy to see the status of each deal at a glance. 

By integrating your deals pipeline with automation, you can streamline follow-ups and ensure no opportunities slip through the cracks. This enhances your ability to scale your sales efforts and improve overall productivity.

9. Pricing and Trial

Rating for Pricing

4/5

ActiveCampaign allows you to tailor the cost based on your contact list size. You can adjust the price for each plan depending on how many contacts you need. This flexibility ensures that you only pay for what you use, making it suitable for businesses of all sizes.

Be sure to explore their pricing page and experiment with the number of contacts you need to see the actual price for your plan.

Starter

The Starter plan in ActiveCampaign is a great entry-level option for businesses looking to kickstart their marketing efforts. It includes essential features that provide a solid foundation for your campaigns. 

Here’s what you get with the Starter plan:

This plan is perfect for small businesses and startups looking to grow their audience and improve their email marketing strategies. With these features, you can create effective campaigns and start seeing results quickly.

Plus

The Plus plan in ActiveCampaign offers more advanced features for businesses looking to enhance their marketing efforts. It provides a robust set of tools to help you engage with your audience more effectively. Here’s what you get with the Plus plan:

This plan is ideal for growing businesses that need more flexibility and advanced capabilities to optimize their marketing campaigns. With these features, you can take your email marketing to the next level.

Pro

The Pro plan in ActiveCampaign is designed for businesses that require advanced features and greater flexibility. It offers a comprehensive set of tools to help you maximize your marketing potential. Here’s what you get with the Pro plan:

This plan is perfect for businesses that need powerful marketing capabilities to drive engagement and growth. With these features, you can create sophisticated campaigns and achieve better results.

Enterprise

The Enterprise plan in ActiveCampaign is tailored for large businesses that demand the most advanced features and highest level of support. It offers an extensive suite of tools to help you manage complex marketing campaigns with ease. Here’s what you get with the Enterprise plan:

This plan is ideal for enterprises that need robust marketing solutions to drive substantial engagement and growth. With these advanced features, you can execute sophisticated strategies and achieve exceptional results.

Klaviyo Pricing
Klaviyo Pricing

Frequently Asked Questions About ActiveCampaign

In this section, we’ll tackle the most frequently asked questions about ActiveCampaign. From its features to its limitations, we’ll provide clear and concise answers. 

This will help you understand how ActiveCampaign can fit into your marketing strategy and whether it’s the right tool for your business.

What are the Downsides of ActiveCampaign?

While ActiveCampaign offers many powerful features, there are a few downsides based on my experience. The email scheduling feature is limited to setting one specific time and time zone, which can be a challenge if you have a global audience. 

Additionally, the live chat support is initially handled by an AI chatbot, and there might not always be a human agent available, and there is no specific time disclosed as to what time is their customer support available. 

Lastly, the campaign performance reports look old-fashioned and resemble a spreadsheet, lacking visually appealing charts and graphs. Despite these downsides, ActiveCampaign still provides robust tools for email marketing and automation.

What are the Best ActiveCampaign Alternatives?

There are several excellent alternatives to ActiveCampaign that offer a range of features to suit different marketing needs. Here are some of the best options:

Overall rating

4.3/5

4.3

Forever free plan available

Pros

Cons

Best or unique feature

User Interface & Ease of Use

4/5

Deliverability & Email Tools

4/5

Analytics & Insights

3/5

Personalization & Templates

5/5

Integrations with Other Tools

5/5

Automation & Scalability

5/5

Subscription & Sign Up Forms

3/5

Support & Knowledge Base

5/5

Pricing & Trial

5/5

Zoho Campaigns provides fast and reliable customer support, ensuring you get the help you need when you need it. It features a smart and powerful sending schedule algorithm, making it easy to optimize your email delivery times.

Additionally, Zoho Campaigns includes contact scoring to help you identify the level of engagement among your contacts. A free plan is available, making it an attractive option for those starting out.

Overall rating

4/5

4.0

Free plan available for some countries

Pros

Cons

Best or unique feature

User Interface & Ease of Use

3/5

Deliverability & Email Tools

4/5

Analytics & Insights

3/5

Personalization & Templates

5/5

Integrations with Other Tools

5/5

Automation & Scalability

4/5

Subscription & Sign Up Forms

4/5

Support & Knowledge Base

4/5

Pricing & Trial

4/5

Aweber stands out with its powerful AI writing assistant, which automatically generates email templates by analyzing your website. This feature can save you a lot of time and effort in creating email content. 

Aweber also offers extensive integration with other tools, enhancing its versatility. While a free plan is available, it is not accessible in all countries.

Overall rating

4.1/5

4.1

14-day free trial available

Pros

Cons

Best or unique feature

User Interface & Ease of Use

4/5

Deliverability & Email Tools

4/5

Analytics & Insights

4/5

Personalization & Templates

4/5

Integrations with Other Tools

4/5

Automation & Scalability

5/5

Subscription & Sign Up Forms

4/5

Support & Knowledge Base

4/5

Pricing & Trial

4/5

Drip excels in advanced email scheduling and automation, allowing you to create highly customized and effective email campaigns. Its powerful automated segment builder helps you target your audience more precisely. 

Drip also provides comprehensive analytics and reports, giving you deep insights into your campaign performance. However, it does not offer a free plan, which might be a consideration for some users.

Can You Use ActiveCampaign for Cold Email Outreach?

It is possible to do cold email outreach using ActiveCampaign’s Sales Engagement automation feature. This feature allows you to set up automated sequences to engage with new contacts. However, for a more tailored experience when it comes to cold outreach, utilizing a dedicated cold email tool is a good idea. 

These tools are specifically designed for cold emailing, offering advanced features to manage and optimize your campaigns. This approach will ensure better deliverability rates, more effective engagement, and keep your main email marketing campaigns running smoothly.

Key Takeaways From the ActiveCampaign Review

ActiveCampaign is a comprehensive email marketing platform that offers a range of features to help you grow your business. From multi-step marketing automation to detailed analytics and reports, it has everything you need to manage your email campaigns effectively. 

The platform supports robust personalization options with tools like an AI writing assistant and customizable templates

However, it’s not suitable for cold email outreach, as it might affect deliverability rates for your other campaigns. If you’re looking for alternatives, consider platforms like Zoho Campaigns, Aweber, or Drip, each offering unique features tailored to different needs. 

ActiveCampaign’s various pricing plans cater to businesses of all sizes, from the Starter plan to the advanced Enterprise plan, ensuring there’s something for everyone. Key takeaways are that ActiveCampaign is powerful and versatile, but it’s crucial to choose the right tool for your specific email marketing needs.

Picture of Edgar Abong

Edgar Abong

Edgar is a skilled software developer with a passion for building and evaluating software products. His expertise in software development enables him to provide in-depth evaluations of software products. He can draw out insights about features, functionality and user experience.

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