{"id":19805,"date":"2021-04-05T08:44:23","date_gmt":"2021-04-05T08:44:23","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/active-campaign"},"modified":"2026-10-11T10:55:22","modified_gmt":"2026-10-11T10:55:22","slug":"active-campaign","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/active-campaign","title":{"rendered":"ActiveCampaign"},"content":{"rendered":"

\"Official<\/p>\n

Definition:<\/strong><\/p>\n

ActiveCampaign<\/strong> is a marketing automation<\/a> platform used to manage contacts, create email marketing<\/a> campaigns, segment audiences, and trigger communications according to each user’s data or behavior. It also provides reporting and, depending on the selected plan or add-ons, CRM<\/a>, sales, and additional channel capabilities.<\/p>\n

The platform helps coordinate messages and tasks throughout the customer journey<\/strong>. It can support subscriber acquisition, lead nurturing, purchase follow-up, and customer retention, provided that the organization has reliable data, valid consent, and a defined communication strategy.<\/p>\n\n

What is ActiveCampaign used for?<\/h2>\n

ActiveCampaign is used to centralize contact data and turn it into automated actions<\/strong>. Instead of sending the same message to an entire database, teams can adapt the content, timing, and sequence to the attributes or activity of each segment.<\/p>\n

Common use cases<\/strong> include welcome messages, lead-nurturing sequences, abandoned-cart<\/a> reminders, post-purchase follow-ups, re-engagement campaigns, and routing opportunities to a sales team. The platform can also send newsletters<\/a> and one-off campaigns that are not part of an automation.<\/p>\n

It is useful when an organization needs to coordinate marketing and sales<\/strong> around shared information. Its value still depends on clear objectives, suitable triggers, and rules that prevent duplicate or irrelevant communications.<\/p>\n

How ActiveCampaign works<\/h2>\n

An ActiveCampaign workflow starts with a contact database<\/strong> imported or synchronized from forms, an online store, a CRM, or other applications. Teams then use that data to build segments and automations made up of triggers, conditions, and actions.<\/p>\n

A typical workflow includes these stages:<\/p>\n

    \n
  1. Collect or sync:<\/strong> add contacts and record their consent, attributes, and available interactions.<\/li>\n
  2. Organize and segment:<\/strong> use lists, tags, custom fields, and conditions to group contacts according to useful criteria.<\/li>\n
  3. Choose a trigger:<\/strong> start an automation after a signup, tracked visit, purchase, date, or data change.<\/li>\n
  4. Build the flow:<\/strong> combine delays, branches, messages, and updates to adapt the sequence to each situation.<\/li>\n
  5. Measure and refine:<\/strong> review delivery, clicks, conversions, and movement through the flow to identify issues and improve performance.<\/li>\n<\/ol>\n

    The setup should include exclusions, frequency limits, and exit conditions<\/strong>. These rules help prevent a contact from receiving incompatible messages or remaining in a sequence after completing its objective.<\/p>\n

    Main ActiveCampaign features<\/h2>\n

    Exact capabilities vary by plan, add-on, and market. Representative functions include:<\/p>\n