Active Campaign Personalization Tag %Phone% Cannot Be Found

You can likewise see whether the conclusion rate has increased or decreased, for how long it takes for contacts to reach that objective, and you can browse all contacts to see who did and didn’t reach the objective. ActiveCampaign’s Message Variables is my preferred function. It saves me a lot of time and effort, and neither MailChimp nor ConvertKit (upgrade: 9/2020 ConvertKit now has ” bits”) has a similar function.

Let’s say you have the first name of only some of your contacts, which holds true with my list. I usually do not require a given name to sign up to my list, however sometimes I get a given name, such as when someone purchases an item. Would not it be good to welcome your contacts by name, in the events when you have it? You can do this, however it’s troublesome.

I’m also filtering for generic terms added by other systems, such as a dash, or “Visitor.” If they have a given name, I say “Hey,” and after that their first name. If they don’t, I simply state “Hey there,” (Active Campaign Personalization Tag %Phone% Cannot Be Found). By developing a Message Variable in ActiveCampaign, I can easily alter my welcoming according to whether or not I have the contact’s given name.

Active Campaign Personalization Tag %Phone% Cannot Be Found

I produced a variable that’s simply %greeting-hey%. If I have the contact’s name, it shows up in the e-mail. If I do not have the contact’s name, it defaults to “Hey,”. Where Message Variables actually save me a lot of time is by enabling me use the exact same automation over and over again for my webinars, and I can quickly alter out all of the information.

Here vary for a webinar I run called “Bust Through Creative Blocks.” You can see I have a lot of different variables here, such as the date and time of the webinar, the price of the product, deal terms, coupon code, and more. Each time I run a brand-new webinar, I can change each of these variables to match any schedule modifications or deal modifications.

And here it is in an e-mail. This message variable enables me to easily alter out a countdown timer. I did discuss earlier that one of the cons of ActiveCampaign is their email modifying experience. I changed from MailChimp, and MailChimp takes place to have the best email editing experience. I truly like to send easy e-mails.

Active Campaign Personalization Tag %Phone% Cannot Be Found

I’ve found that really difficult to do with ActiveCampaign. For awhile, I was editing e-mails in ActiveCampaign’s hybrid editor, which is quite clunky. For a long time, I used ActiveCampaign’s hybrid HTML and WYSIWYG editor, which was activated by a basic design template I produced. The interface for the HTML editor looks like it was pulled from some totally free open-source project. Active Campaign Personalization Tag %Phone% Cannot Be Found.

Nevertheless, including images is a little a task. You have to pick them from a file web browser. There’s no drag and drop option. ActiveCampaign’s HTML e-mail editor requires that you compose totally in HTML. The alternative to this, if you wish to have control over the HTML, is to modify pure HTML, with a sneak peek on the side.

Including images to ActiveCampaign’s rich text editor is a cumbersome experience. You require different text boxes for above and listed below the image. Recently I have actually started utilizing ActiveCampaign’s abundant text editor. They have some nice design templates, but I still wish to send the simplest e-mail possible. They do have some plain-looking emails, however they have some degree of minimal formatting, which you can’t eliminate – Active Campaign Personalization Tag %Phone% Cannot Be Found.

Active Campaign Personalization Tag %Phone% Cannot Be Found

But, with some modifications, I can make my email quite basic. I can make it instantly take up the whole window, and I can modify the typography to be slightly larger, and have a little bit more prominent. The most discouraging part of ActiveCampaign’s abundant full-screen editor is adding images. Envision you have actually simply typed out a terrific e-mail. Active Campaign Personalization Tag %Phone% Cannot Be Found.

You can’t merely include an image to a block of text. Rather, you need to create 2 blocks of text: one for before the image, and one for after the image. If you have actually made any format changes, you’ll have to keep an eye on those to remain consistent. That’s something to deal with when you want to include one image, however when you wish to add a number of, it ends up being a big task.

They even have a fundamental mage editor where you can crop the image – Active Campaign Personalization Tag %Phone% Cannot Be Found. MailChimp’s editor is the finest I have actually seen in all of the email marketing platforms I’ve tried. You have access to the underlying code, so you can produce a genuinely plain email, offered you make a fundamental design template first.

Active Campaign Personalization Tag %Phone% Cannot Be Found

MailChimp’s built-in image editor is very effective. You can resize, crop, and include custom-made text to your images. I miss MailChimp’s email-editing experience (Active Campaign Personalization Tag %Phone% Cannot Be Found). It would conserve me a little time to have that same experience on ActiveCampaign. But the highly-customizable automations I can build on ActiveCampaign more than make up for that potential time cost savings.

ConvertKit’s e-mail editing experience is really plain, however simple to browse. Their templates are limited, which is great with me, but their email editing experience is somewhat much easier because you can develop inline images, and you can develop an absolutely plain email, and even modify the underlying HTML. If you desire to make some quick edits to some e-mails in an automation, with ActiveCampaign, it’s cumbersome.

I’ll click an email, and it takes me to the editor for that email. Keep in mind that I can’t even Command + Click to open it in another tab. Whether they implied to or not, ActiveCampaign has handicapped Command + Click from the automation editor. If I desired to switch back and forth in between various emails, I would intuitively be inclined open the same automation in numerous tabs, then open the particular e-mails from each of those tabs.

Active Campaign Personalization Tag %Phone% Cannot Be Found

In the Automations area, there’s a “Handle Messages” area. From here, you can see all of the messages in each of your automations. You can modify every one, or you can Command + Click to open each in a brand-new tab to more quickly edit your entire sequence. Active Campaign Personalization Tag %Phone% Cannot Be Found. Contrast that with ConvertKit’s Sequences.

Once again, it would save me a great deal of time to have ConvertKit’s automation e-mail modifying experience on ActiveCampaign – Active Campaign Personalization Tag %Phone% Cannot Be Found. However picking an e-mail marketing platform is like choosing a partner. ActiveCampaign makes up for it with their Message Variables, more robust automations, and advanced segmentation. Speaking of division, another factor I switched from MailChimp to ActiveCampaign was that MailChimp has actually limited division choices.

You can integrate characteristics with an AND/OR operator, and you can mix and match those groups of characteristics with another AND/OR operator. With MailChimp, you can just segment by AND/OR, nevertheless MailChimp’s Pro plan permits more advanced segmenting, for an extra $199 a month. In my search for the ideal e-mail marketing platform, I saw numerous others, a few of which I have actually currently discussed.

Active Campaign Personalization Tag %Phone% Cannot Be Found

ConvertKit. If I weren’t on ActiveCampaign, I would probably be using ConvertKit. Their automations are much easier to construct, though they aren’t as versatile as ActiveCampaign’s, and their segmentations alternatives aren’t as sophisticated either. They also don’t have objective tracking, or Message Variables. MailChimp. You already understand that I switched from MailChimp to ActiveCampaign.

Active Campaign “Personalization Tag %Phone% Cannot Be Found”

You can also see whether the completion rate has actually increased or decreased, the length of time it takes for contacts to reach that objective, and you can browse all contacts to see who did and didn’t reach the goal. ActiveCampaign’s Message Variables is my favorite function. It saves me a lots of effort and time, and neither MailChimp nor ConvertKit (upgrade: 9/2020 ConvertKit now has ” snippets”) has an equivalent function.

Let’s say you have the given name of only a few of your contacts, which holds true with my list. I generally don’t require a first name to sign up to my list, but sometimes I get a first name, such as when someone purchases a product. Would not it be good to welcome your contacts by name, in the cases when you have it? You can do this, however it’s troublesome.

I’m likewise filtering for generic terms included by other systems, such as a dash, or “Guest.” If they have a given name, I say “Hey,” and after that their given name. If they do not, I just state “Hey there,” (Active Campaign “Personalization Tag %Phone% Cannot Be Found”). By developing a Message Variable in ActiveCampaign, I can quickly change my welcoming according to whether I have the contact’s first name.

Active Campaign “Personalization Tag %Phone% Cannot Be Found”

I developed a variable that’s just %greeting-hey%. If I have the contact’s name, it reveals up in the email. If I do not have the contact’s name, it defaults to “Hey,”. Where Message Variables truly save me a great deal of time is by enabling me use the same automation over and over again for my webinars, and I can quickly change out all of the information.

Here vary for a webinar I run called “Bust Through Creative Blocks.” You can see I have a bunch of various variables here, such as the date and time of the webinar, the price of the product, offer terms, coupon code, and more. Each time I run a brand-new webinar, I can change each of these variables to match any schedule changes or deal changes.

And here it remains in an email. This message variable enables me to easily alter out a countdown timer. I did discuss earlier that one of the cons of ActiveCampaign is their e-mail editing experience. I switched from MailChimp, and MailChimp happens to have the very best email editing experience. I actually like to send out basic emails.

Active Campaign “Personalization Tag %Phone% Cannot Be Found”

I have actually found that extremely difficult to do with ActiveCampaign. For awhile, I was modifying e-mails in ActiveCampaign’s hybrid editor, which is quite clunky. For a long period of time, I utilized ActiveCampaign’s hybrid HTML and WYSIWYG editor, which was set off by a fundamental design template I created. The interface for the HTML editor appears like it was pulled from some totally free open-source project. Active Campaign “Personalization Tag %Phone% Cannot Be Found”.

Nevertheless, adding images is a bit of a chore. You need to select them from a file web browser. There’s no drag and drop alternative. ActiveCampaign’s HTML e-mail editor needs that you compose entirely in HTML. The alternative to this, if you wish to have control over the HTML, is to edit pure HTML, with a sneak peek on the side.

Adding images to ActiveCampaign’s rich full-screen editor is a clunky experience. You need different text boxes for above and listed below the image. Lately I have begun utilizing ActiveCampaign’s rich text editor. They have some great design templates, however I still wish to send the simplest e-mail possible. They do have some plain-looking e-mails, however they have some degree of very little formatting, which you can’t get rid of – Active Campaign “Personalization Tag %Phone% Cannot Be Found”.

Active Campaign “Personalization Tag %Phone% Cannot Be Found”

However, with some changes, I can make my email pretty fundamental. I can make it immediately take up the whole window, and I can tweak the typography to be a little bigger, and have a little more prominent. The most frustrating part of ActiveCampaign’s rich text editor is adding images. Envision you’ve just typed out a terrific e-mail. Active Campaign “Personalization Tag %Phone% Cannot Be Found”.

You can’t simply add an image to a block of text. Rather, you have to develop two blocks of text: one for prior to the image, and one for after the image. If you have actually made any format modifications, you’ll have to watch on those to stay constant. That’s one thing to deal with when you desire to add one image, but when you want to add several, it ends up being a huge task.

They even have a standard mage editor where you can crop the image – Active Campaign “Personalization Tag %Phone% Cannot Be Found”. MailChimp’s editor is the very best I have actually seen in all of the email marketing platforms I’ve tried. You have access to the underlying code, so you can create a truly plain e-mail, provided you make a basic template first.

Active Campaign “Personalization Tag %Phone% Cannot Be Found”

MailChimp’s built-in image editor is extremely powerful. You can resize, crop, and add custom-made text to your images. I miss MailChimp’s email-editing experience (Active Campaign “Personalization Tag %Phone% Cannot Be Found”). It would save me a little time to have that exact same experience on ActiveCampaign. However the highly-customizable automations I can build on ActiveCampaign more than offset that prospective time savings.

ConvertKit’s e-mail editing experience is really plain, but easy to navigate. Their design templates are restricted, which is fine with me, but their e-mail editing experience is somewhat much easier because you can produce inline images, and you can produce an absolutely plain email, and even modify the underlying HTML. If you wish to make some quick edits to some emails in an automation, with ActiveCampaign, it’s cumbersome.

I’ll click on an e-mail, and it takes me to the editor for that email. Keep in mind that I can’t even Command + Click to open it in another tab. Whether they suggested to or not, ActiveCampaign has disabled Command + Click from the automation editor. If I wished to switch back and forth between various e-mails, I would intuitively be inclined open the same automation in numerous tabs, then open the particular e-mails from each of those tabs.

Active Campaign “Personalization Tag %Phone% Cannot Be Found”

In the Automations section, there’s a “Handle Messages” location. From here, you can see all of the messages in each of your automations. You can edit each one, or you can Command + Click to open each in a new tab to more quickly modify your whole sequence. Active Campaign “Personalization Tag %Phone% Cannot Be Found”. Contrast that with ConvertKit’s Series.

Again, it would conserve me a great deal of time to have ConvertKit’s automation e-mail modifying experience on ActiveCampaign – Active Campaign “Personalization Tag %Phone% Cannot Be Found”. But picking an email marketing platform is like selecting a partner. ActiveCampaign offsets it with their Message Variables, more robust automations, and advanced segmentation. Speaking of segmentation, another factor I changed from MailChimp to ActiveCampaign was that MailChimp has limited division alternatives.

You can integrate characteristics with an AND/OR operator, and you can mix and match those groups of traits with another AND/OR operator. With MailChimp, you can just section by AND/OR, however MailChimp’s Pro plan permits more advanced segmenting, for an extra $199 a month. In my search for the best e-mail marketing platform, I saw lots of others, a few of which I’ve already discussed.

Active Campaign “Personalization Tag %Phone% Cannot Be Found”

ConvertKit. If I weren’t on ActiveCampaign, I would most likely be using ConvertKit. Their automations are a lot easier to build, though they aren’t as versatile as ActiveCampaign’s, and their divisions choices aren’t as advanced either. They likewise do not have goal tracking, or Message Variables. MailChimp. You already understand that I changed from MailChimp to ActiveCampaign.

Active Campaign Personalization Tag %Phone% Cannot Be Found

To start developing an automation in ActiveCampaign, start with a “trigger.” There are a variety of methods you can activate an automation, consisting of: When a tag is included When a contact registers for a list When a contact sends a type E-commerce and on-site options (readily available in the “Pro” strategy) When the contact reaches a certain point in another automation.

From there, you can begin building the actions in your automation. Some actions that are offered in ActiveCampaign’s automations are: Send out an e-mail Alert an employee Wait conditions If/then conditionals Split traffic for testing Avoid to other parts of the automation Track objectives (The contact can skip to the goal’s place in the automation.) Start or end another automation, or end the present automation Post a webhook Subscribe or unsubscribe the contact to/from lists Update contact information Add and get rid of tags Include a note Lead scoring, SMS and site messages, and Facebook Custom Audience management are all “Pro” features – Active Campaign Personalization Tag %Phone% Cannot Be Found.

Contrast with ConvertKit‘s Automations, which are more restricted. On ConvertKit, you can activate an automation when: The contact submits a type The contact makes a purchase A tag is contributed to the contact A customized field is upgraded with a certain worth From there, you can produce Conditions, to examine whether the contact has a specific tag or custom field worth.

Active Campaign Personalization Tag %Phone% Cannot Be Found

You can likewise produce Events, which are a bit like ActiveCampaign’s Goals, but without the reporting. You can track an Occasion when: A tag is included or gotten rid of The contact makes a purchase A date happens A customized field is upgraded with a particular worth You do not create e-mails in ConvertKit’s Automations.

For more on how ActiveCampaign compares to ConvertKit, read my ConvertKit vs ActiveCampaign contrast. The primary way I build my list is through an e-mail course. ActiveCampaign makes it simple for me to develop my e-mail course precisely how I ‘d like to construct it. Numerous online marketers construct extremely basic email series for their “email courses.” A contact indications up, and then that contact right away starts getting lessons.

It was simple to construct with ActiveCampaign, however impossible when I was with MailChimp. I don’t do that approach. My e-mail course is manually synced with this countdown timer on my site. You need to register by Friday night, and a brand-new course begins each Monday morning. When I initially tried this methodology, I was on MailChimp.

Active Campaign Personalization Tag %Phone% Cannot Be Found

Here’s the automation I use to welcome brand-new trainees to my Style Pitfalls course. There’s a few things going on here: The automation sends out all contacts a “welcome email (Active Campaign Personalization Tag %Phone% Cannot Be Found).” The automation confirms that it’s not Friday. If it’s not Friday, the automation waits till it is Friday. At 11am, it sends out a “pump up” e-mail to get the students prepared for next week’s course, and encourage them to share it with buddies.

The contact will start getting lessons the following Monday early morning. If it is Friday and after 7pm, the contact missed out on enrollment for next week’s class. They’ll get the pump up email the following Friday morning, and lessons the Monday after that. It was impossible for me to automate this with MailChimp.

When I run a webinar, I do not want to send out the very same e-mail to everyone on my list. I wish to send them the suitable email for their level of engagement – Active Campaign Personalization Tag %Phone% Cannot Be Found. Active Campaign Personalization Tag %Phone% Cannot Be Found. Here’s the automation I use to promote an evergreen webinar: First it verifies that they have not currently acquired the product I pitch in the webinar.

Active Campaign Personalization Tag %Phone% Cannot Be Found

Then it sends a series of e-mails to get them interested in the webinar, and to motivate them to sign up. If they sign up, they immediately struck the “Objective” towards completion of the webinar, and the automation ends. If they don’t register, they get contributed to an automation promoting a rebroadcast of the webinar. Active Campaign Personalization Tag %Phone% Cannot Be Found.

This enables me to personalize my messaging, in other automations, based upon the contact’s engagement with the webinar. Here’s the WebinarJam integration panel: I can add tags based upon whether the contact registered, participated in, missed out on, or based upon the length of time they remained in the webinar. These tags can then trigger automations within ActiveCampaign.

It costs me cash, and it makes it most likely that my emails go to spam or Gmail’s promotions tab. People who don’t open my emails make it harder for other emails to get to the people who actually want them! The “Pro” plan of ActiveCampaign has actually lead scoring integrated in.

Active Campaign Personalization Tag %Phone% Cannot Be Found

Here’s an automation I received from ActiveCampaign’s library of automations, which I utilize to inform which contacts aren’t engaging with my emails. When a contact subscribes, this automation includes a “0 days” tag. As time passes, it includes new tags for 7 days, one month, 60 days, etc Each time they open an e-mail, a different automation eliminates them from this automation, removes all of those tags, and begins this automation over once again.

This automation can be overwhelming initially, and this is among those cases where I wish ActiveCampaign had a more out-of-the-box service. However, since you can do anything with ActiveCampaign, sometimes you have to construct things from scratch. ActiveCampaign has an alternative to erase non-active subscribers, which I do not suggest.

Some subscribers do not have tracking switched on, so their opens aren’t taped. Others still want to be subscribed but have actually been hectic. Here’s my reactivation sequence: I send out one e-mail asking if they still desire to be subscribed, and briefly explaining why I keep my e-mail list tidy. In one week, I send them another e-mail (if they already clicked the verification link in the previous email, they’ve already been eliminated from the automation using a separate automation) – Active Campaign Personalization Tag %Phone% Cannot Be Found.

Active Campaign Personalization Tag %Phone% Cannot Be Found

The automation then unsubscribes them. My e-mails likewise have a link to a type where they can enter their e-mail address to let me know that they don’t have tracking made it possible for. This kind adds a tag that I utilize to filter those contacts out. Active Campaign Personalization Tag %Phone% Cannot Be Found. I utilized to include this tag when they clicked on a link, but when individuals don’t have tracking on, it makes those links not work so dependably! I just send an easy “do you still want my emails?” verification.

Active Campaign “Personalization Tag %Phone% Cannot Be Found”

To begin developing an automation in ActiveCampaign, begin with a “trigger.” There are a variety of ways you can trigger an automation, consisting of: When a tag is added When a contact registers for a list When a contact sends a kind E-commerce and on-site alternatives (readily available in the “Pro” strategy) When the contact reaches a particular point in another automation.

From there, you can start developing the actions in your automation. Some actions that are readily available in ActiveCampaign’s automations are: Send an email Notify a staff member Wait conditions If/then conditionals Split traffic for screening Skip to other parts of the automation Track objectives (The contact can avoid to the objective’s location in the automation.) Start or end another automation, or end the current automation Post a webhook Subscribe or unsubscribe the contact to/from lists Update contact information Add and get rid of tags Add a note Lead scoring, SMS and site messages, and Facebook Custom-made Audience management are all “Pro” functions – Active Campaign “Personalization Tag %Phone% Cannot Be Found”.

Contrast with ConvertKit‘s Automations, which are more limited. On ConvertKit, you can set off an automation when: The contact sends a type The contact buys A tag is included to the contact A custom-made field is upgraded with a specific worth From there, you can develop Conditions, to inspect whether the contact has a certain tag or custom field worth.

Active Campaign “Personalization Tag %Phone% Cannot Be Found”

You can likewise produce Events, which are a bit like ActiveCampaign’s Goals, but without the reporting. You can track an Event when: A tag is included or gotten rid of The contact buys A date takes place A custom field is upgraded with a specific value You do not produce e-mails in ConvertKit’s Automations.

For more on how ActiveCampaign compares to ConvertKit, read my ConvertKit vs ActiveCampaign contrast. The primary way I construct my list is through an email course. ActiveCampaign makes it easy for me to develop my e-mail course exactly how I ‘d like to construct it. Numerous online marketers build very basic email sequences for their “email courses.” A contact indications up, and after that that contact immediately begins getting lessons.

It was easy to construct with ActiveCampaign, however difficult when I was with MailChimp. I don’t do that method. My email course is by hand synced with this countdown timer on my website. You need to sign up by Friday night, and a brand-new course starts each Monday early morning. When I initially tried this methodology, I was on MailChimp.

Active Campaign “Personalization Tag %Phone% Cannot Be Found”

Here’s the automation I utilize to welcome new students to my Design Pitfalls course. There’s a couple of things going on here: The automation sends all contacts a “welcome e-mail (Active Campaign “Personalization Tag %Phone% Cannot Be Found”).” The automation validates that it’s not Friday. If it’s not Friday, the automation waits up until it is Friday. At 11am, it sends a “pump up” email to get the students all set for next week’s course, and encourage them to share it with friends.

The contact will start getting lessons the following Monday morning. If it is Friday and after 7pm, the contact missed registration for next week’s class. They’ll get the pump up e-mail the following Friday early morning, and lessons the Monday after that. It was difficult for me to automate this with MailChimp.

When I run a webinar, I don’t wish to send out the same e-mail to every individual on my list. I wish to send them the proper e-mail for their level of engagement – Active Campaign “Personalization Tag %Phone% Cannot Be Found”. Active Campaign “Personalization Tag %Phone% Cannot Be Found”. Here’s the automation I use to promote an evergreen webinar: First it validates that they haven’t currently acquired the item I pitch in the webinar.

Active Campaign “Personalization Tag %Phone% Cannot Be Found”

Then it sends out a series of e-mails to get them interested in the webinar, and to motivate them to sign up. If they sign up, they instantly hit the “Goal” toward the end of the webinar, and the automation ends. If they don’t sign up, they get added to an automation promoting a rebroadcast of the webinar. Active Campaign “Personalization Tag %Phone% Cannot Be Found”.

This enables me to customize my messaging, in other automations, based upon the contact’s engagement with the webinar. Here’s the WebinarJam integration panel: I can include tags based upon whether the contact registered, participated in, missed, or based upon the length of time they remained in the webinar. These tags can then set off automations within ActiveCampaign.

It costs me money, and it makes it more most likely that my emails go to spam or Gmail’s promotions tab. Individuals who don’t open my e-mails make it harder for other emails to get to the individuals who truly want them! The “Pro” strategy of ActiveCampaign has actually lead scoring integrated in.

Active Campaign “Personalization Tag %Phone% Cannot Be Found”

Here’s an automation I got from ActiveCampaign’s library of automations, which I utilize to tell which contacts aren’t engaging with my e-mails. When a contact subscribes, this automation adds a “0 days” tag. As time passes, it includes brand-new tags for 7 days, 30 days, 60 days, etc Each time they open an e-mail, a different automation removes them from this automation, removes all of those tags, and starts this automation over again.

This automation can be overwhelming in the beginning, and this is among those cases where I want ActiveCampaign had a more out-of-the-box option. But, due to the fact that you can do anything with ActiveCampaign, in some cases you have to develop things from scratch. ActiveCampaign has an alternative to erase inactive customers, which I don’t recommend.

Some customers don’t have actually tracking switched on, so their opens aren’t recorded. Others still wish to be subscribed but have actually been busy. Here’s my reactivation series: I send out one email asking if they still want to be subscribed, and briefly discussing why I keep my e-mail list tidy. In one week, I send them another email (if they currently clicked the verification link in the previous email, they’ve already been eliminated from the automation utilizing a separate automation) – Active Campaign “Personalization Tag %Phone% Cannot Be Found”.

Active Campaign “Personalization Tag %Phone% Cannot Be Found”

The automation then unsubscribes them. My e-mails also have a link to a type where they can enter their e-mail address to let me know that they do not have tracking made it possible for. This kind adds a tag that I use to filter those contacts out. Active Campaign “Personalization Tag %Phone% Cannot Be Found”. I used to add this tag when they clicked on a link, but when individuals don’t have tracking on, it makes those links not work so reliably! I only send out a simple “do you still want my emails?” verification.