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Best Email Marketing Software in 2020: ActiveCampaign Review

ActiveCampaign is a great option for experienced marketers who are already familiar with email marketing software and are looking for an advanced solution that lets them create complex campaigns. It is also suitable for both B2B and B2C marketers, as you can manage both personal contacts and business accounts.

While ActiveCampaign has almost every email marketing feature you can think of, its complexity makes it unsuitable for inexperienced marketers or people who want to create simple campaigns using a basic solution.

ActiveCampaign’s Features

ActiveCampaign is not just an email marketing solution: the advanced pricing plans also include sales management, CRM, and lead management functionality. To focus, we primarily review the email marketing functionalities.


Before creating a campaign with ActiveCampaign, you must create a list.

Once you have set up your list, you can choose from the type of email you want to send, but again ActiveCampaign persists in making you take certain steps before you can create an email, whether you want to or not. In this case, you need to first upload a contact list or create a form to start collecting your first email addresses.

When you create your email campaign, ActiveCampaign does not provide a very wide variety of templates. You can also choose to create a completely plain text email or create your own HTML email. At Skilltransfer, we currently prefer to plain text emails since they do not contain any distracting design elements. We rather focus on creating value for our subscribers.

The editor is self-explaining and easy to understand, since it works with drag-and-drop elements, which you can select on the right-hand side of the screen.

ActiveCampaign provides also:

  • the ability to test your email to see what it looks like across different email clients and for both mobile and desktop versions
  • a responsive design, which means that your email will show up in the optimum format no matter what device your customers are using
  • a spam check, which shows you whether your email will pass or fail

All of these elements help ensure that the email you are delivering to your clients provide the best technical and visual experience possible and that you get more clicks by landing in your client’s inboxes rather than their spam folders.


Rather than having to set up automated email workflows by hand, ActiveCampaign provides built-in automation templates. These automation templates are adapted to different types of campaigns and user behavior, such as:

  • Send New Blog Posts
  • Abandoned Cart Reminder
  • After Purchase Follow Up
  • Ecourse Delivery
  • Free Trial Email Automation Worflow

Segmentation Groups

Many email marketing solutions only let you add one condition to create a segment, but ActiveCampaign lets you add multiple, very specific conditions.

Once you set up your automation, you can create segement groups by selecting contacts based on their preferences, behaviour, or the engagement levels with your emails. When creating a new action in your automation, select Conditions and Workflow and then the If/Else action. This will open up a window that asks you to segment your contacts based on different behaviours or geographical location. There are a countless number of options to select.

Or you can start from scratch and create your own automation. The visualised automation flow makes it very easy to visualise the complete user journey and allows you to keep adding different conditions and triggers to personalise your email marketing campaigns.

Site Tracking

Similar to the Facebook Pixel or the Google Tracking-ID, you can opy/paste a small code snippet to your website.

It basically tracks all the visitors on your site and lets you target them based on their online activities.

For example, if a subscriber reads a product review on your site without clicking on your affiliate link, then you can trigger a customised email sequence that pitches that same product to the exisiting subscriber.

Here is an article that explains how to set up the ActiveCampaign Site Tracking Code: 

How to set up Site Tracking

If you are using a WordPress site, please check this article:

WordPress plugin

Benefits of Using ActiveCampaign

ActiveCampaign has almost unrivaled segmentation capabilities. Being able to create such granular segments means you can create the kind of highly relevant and targeted campaigns that drive customer engagement and boost ROI.

The ability to track performance according to different segments means you can improve the kind of content you deliver to subscribers and meet your goals, whether that is to improve brand awareness through a higher open and click rate or to generate more revenue by increasing conversions. ActiveCampaign also lets you customise the information you can collect from customer signup forms, which helps you to create more tailored and relevant campaigns.

ActiveCampaign Support

ActiveCampaign has a sticky help button at the bottom of the screen, which means you can access support options at any time. This takes you to the knowledge center. You do not have to navigate away from what you are doing, as you can search the help center and access the information you need straight from the popup window. It is especially useful if you just need a refresher or help on a small task that does not require a long explanation.

If you need to get in touch with ActiveCampaign, you can click on the “Contact us” button in the help menu and fill out their form.

ActiveCampaign Pricing

ActiveCampaign offers a 14-day free trial, which gives access to most of the features. This enables to get a better idea of which price plan works best for your business. If you are starting out, go for the Lite Plan and upgrade as your contact list grows.

Frequently Asked Questions

How much does ActiveCampaign cost?

ActiveCampaign’s most basic price plan starts at $9. There are four pricing plans and the cost depends on the number of contacts you have.

How long is ActiveCampaign free for?

You can use ActiveCampaign’s free trial for 14 days. As there is no free plan, after the 14 days you must upgrade to a paid plan.

What is ActiveCampaign used for?

ActiveCampaign is a B2C and B2B email marketing, sales management and CRM solution designed to help you nurture your contacts through the pipeline using a variety of marketing channels.

Does ActiveCampaign have landing pages?

No, you cannot build a landing page directly from within ActiveCampaign, unlike other solutions such as GetResponse or Mailchimp, which allow you to design and create landing pages. If you are using ActiveCampaign and want to build a landing page, you need a third-party solution, such as Leadpages, ClickFunnels, or WordPress.

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