When creating your lists in Active Campaign, there are two ways to do it. Below, Danielle discusses the pros and cons of each method:

Comprehensive lists: When using comprehensive lists, you’re essentially saying all web opt ins belong on a single list. As a prospect opts in, there are placed on a list called Web Opt Ins.

    1. Why you might like this: This is very easy when it comes to list clean up. Essentially, once they purchase a trial membership, your automation can say, “If they are on the list ‘Trial Purchased’, unsubscribe them from ‘Web Opt Ins'”. By doing this, you ensure people who have purchased a trial are removed from your drip campaign and don’t receive prospect emails.
    2. Why you might not like this: If you’re heavily promoting a particular program (such as cheer, ninja or dance), you may want to target those who have expressed a particular interest in that program. When you use a general list for all web opt ins, you’re not able to signify their preferred program.

Segmented Lists: When using segmented lists, you’re having the prospect select which program(s) they’re interested in upon opting in. They would then be placed on that respective list (ie: Prospect – Tumbling)

      1. Why you might like this: This is great if you’re targeting a specific group of people such as preschoolers or toddlers. When we host events, it can be helpful to send emails to people who meet that particular demographic – often which you can identify through their preferred program of interest.
      2. Why you might not like this: It can be a more complicated automation. It also requires you to use an Active Campaign Form rather than a WordPress Form or Gravity Form. It can also be more challenging to clean your lists up over time.

What’s best for your gym? 

Because my program tends to be all things to all people, and is branded as a family gym (something for everyone), I’ve selected to keep my lists simple with Web Opt Ins. I’ve previously used the segmented lists, but found myself clicking all lists when sending marketing campaigns as a mom with a boy may have opted in for ninja, but has a 3 year old sister perfect for tinies. If you’re in a heavy all-star market, you might consider segmenting your lists as many all star prospect families may not be interested in the recreational programs you offer. Consider how you market your trial membership all all star tryouts. If you have a large following for all star and mass participation with tryouts, consider segmenting your list. If you sell a ton of trial memberships for recreational programming and pull the majority of your all stars from your rec program, consider using comprehensive lists.