Interesting and useful articles about marketing, our product and online communications

Tips for Digital Marketing & Sales in Altcraft Blog

We’ll send you a guide 

with 26 strategies for
automating marketing via email.

Our experts will guide you in maximizing the effectiveness of Altcraft Platform for achieving your goals.

Elevate Your Business 
to a New Level

By continuing to use our site, you consent to the processing of cookies that ensure the proper functioning of the site.

Download documentation

Thank you!

Feel free to ask us any questions. Our experts are


Ask our expert 

ready to answer them during business hours.

Anti-Spam policy

Blog

Contacts

Support

Partners

Pricing

Privacy Policy

Why Altcraft

Page not found

Help Center: Guides on How to Use Altcraft Platform

Personal data policy

Privacy Policy
and personal data policy

Request a demo | Fill Out the Form | Altcraft Platform

Get Started With Altcraft's Software

Why business chooses Altcraft

processing of personal data

You can ask us your questions. Our experts are ready to answer them within the working day.

What else 
would you like to know?

How to set up a tracking pixel

What is a loyalty program

How to create a customer database

How to manually import customer data

You may be interested

<Video url="https://www.youtube.com/embed/pAHHRcTC-rE?si=Uw7agHTQdU24gyRq" />

One of the key trends in modern marketing is the focus on omnichannel strategies and personalization. To enhance loyalty and retain customers, businesses are increasingly prioritizing their needs, offering targeted solutions. Communication is becoming more structured, with a growing reliance on data analytics.

Strategies aimed solely at constantly acquiring new customers are being replaced by CVM marketing—an approach focused on increasing the value of each individual customer. This strategy often proves more profitable than managing a customer database without detailed segmentation and personalization.

In this article, we will explore what customer value management is, how this strategy is implemented in the digital era, and why effective CVM requires the use of management systems.

## CVM: what it is and how it is applied in marketing

CVM is a marketing concept focused on increasing the long-term value of each customer. It involves segmenting the customer base according to their value to the business. Communication is structured to enhance the value of each segment and improve customer relationships.

The CVM (Customer Value Management) approach has been known since the second half of the 20th century but has gained popularity only recently. In the digital era, new communication channels have emerged, and the volume of customer data has increased. Marketing campaign costs across various channels have risen, and in this context, CVM marketing helps businesses find effective and cost-efficient ways to engage their audience.

### Advantages of CVM for modern marketing:

**A way to stand out among competitors.** CVM is a comprehensive approach that involves targeted customer engagement and a detailed study of their needs. Predictive data analytics is also applied to anticipate how the preferences of the target audience will evolve in the future. This approach strengthens the business’s position against competitors and provides additional advantages in the fight for customers.

**Budget optimization.** Not all communication channels or marketing efforts yield results, and it is often challenging to identify ineffective sources, especially in attribution models that consider only the last touchpoint (last click) before conversion. Customer value management involves detailed audience segmentation and an analysis of actions and channels that do not deliver results or are less effective. This helps avoid unnecessary marketing budget expenses.

**Increased customer loyalty.** Customer value management focuses on addressing the customer’s needs both in the product and in interaction methods. Loyalty technologies based on CVM adapt to each customer, improving their relationship with the company and motivating them to return.

**Revenue growth.** A targeted approach, personalization, and reduced marketing expenses contribute to increased profits.

## Metrics for CVM

To enhance customer value, it is essential to track metrics that reflect loyalty levels and generated revenue. Therefore, the following metrics are used in CVM marketing:

**Customer Lifetime Value (CLV):** This metric calculates the total revenue generated by a customer over their lifetime interaction with the company. It helps determine how valuable a customer is to the business and whether the marketing communication expenses are justified.

[**Retention Rate**](https://altcraft.com/blog/retention-rate-how-to-calculate) **(RR):** This metric indicates the percentage of users who return to the product or make repeat purchases within a specific time frame. It reflects how effective the customer retention system is.

**Average Revenue Per User (ARPU):** This metric shows the average revenue generated by a single user during a given period. It is used to forecast future profits and evaluate the effectiveness of sales-influencing channels.

**Churn Rate:** This is the percentage of customers who have stopped interacting with the company. It helps identify underperforming communication channels and unsuccessful campaigns.

**Net Promoter Score (NPS):** This is a consumer loyalty index that indicates how satisfied customers are with the company's service and products, as well as their willingness to recommend the brand to others.

## How technology is changing the approach to CVM

The first step toward the evolution of CVM was the introduction of CRM systems in the late 1980s and early 1990s. At that time, companies began consolidating customer data into a single system. With the advancement of technology in the 2000s, it became possible to track the entire customer journey and even predict their actions. Businesses came to understand that retaining existing customers is often more cost-effective than acquiring new ones. As a result, today’s forward-thinking companies focus on enhancing loyalty and deepening personalization.

Technological advancements are transforming the CVM approach. The volume of customer data, expectations for service quality, and the speed of interactions are all increasing. As a result, marketing is evolving alongside new IT tools.

## Technologies used in CVM

**Big Data and data analytics** enable deeper insights into customer behavior trends and preferences, playing a key role in creating precise offers and successful marketing strategies. Predictive analytics, in turn, provides the ability to adapt the business to future customer needs.

**Artificial intelligence and machine learning** process vast amounts of data, a task that even an entire team of marketers could not accomplish. These technologies allow businesses to respond quickly to customer actions and automatically tailor offers to their needs. For example, algorithms generate advertising messages customized for individual users based on their behavior and preferences.

**Marketing automation** simplifies repetitive and routine processes, speeds up communication, and improves customer segmentation—one of the core principles of CVM. Machines handle these processes faster and more accurately than humans. Moreover, automation reduces the likelihood of errors that could impact customer loyalty.

**Personalized campaigns** boost customer engagement and increase conversion rates compared to mass messaging. Their implementation relies on demographic and behavioral data, which digital tools can automatically collect.

<Img
img="/uploads/personalized_newsletter_c24ee20624.png" 
alt="Example of a personalized email from Sephora"
src="Example of a personalized email from Sephora"
/>

**Trigger campaigns** help retain users and guide them through the customer journey. Automated messages triggered by customer actions serve as timely reminders (e.g., about an abandoned cart) or provide updates (e.g., about order status). This approach increases conversion rates and strengthens customer loyalty.

[**Chatbots**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses) speed up customer communication by being available 24/7 and resolving issues without operator assistance. AI-powered versions can fully interact with users, contributing to increased loyalty and retention.

<Img
img="/uploads/chat_bot_example_88a3b7a96c.png" alt="chat-bot-example.png"
alt="Example of a chatbot in the Domino's Pizza app"
src="Example of a chatbot in the Domino's Pizza app"
/>


## How to implement CVM in your marketing

The CVM approach is not feasible for all businesses, as its implementation requires a customer base of at least ten thousand users. A company must leverage various marketing channels (not necessarily all), such as push notifications, email campaigns, SMS, and messengers.

CVM also demands resources: a team of marketers, analysts, data experts, and IT tools, which are essential for collecting and processing large volumes of data.

### What is needed to implement CVM

1. **Set a goal.** Define the key metrics and outcomes your company aims to achieve with CVM. <p>
</p>
2. **Collect customer data and segment it.** Analyze the value of customers to the business by calculating the key metrics used in CVM. <p>
</p>
3. **Develop a plan** to increase customer value through available channels and tools. Use personalization, campaigns, and other forms of interaction. <p>
</p>
4. **Execute campaigns.** Utilize marketing management software, such as CRM, CDP, email campaign services, and more. <p>
</p>
5. **Analyze results** to adjust the strategy or improve future campaigns.

## CRM or CDP for implementing CVM

While the CVM approach traditionally relied on CRM systems, more functional alternatives have emerged today in response to market demands. It is crucial for a marketing system to collect and process information, as customer value management is data-driven.

**Let’s compare two popular tools for CVM:**

<Table>
|   | CRM (Customer Relationship Management) | [**CDP**](https://altcraft.com/blog/differences-between-cdp-dmp-esp-crm-erp) (Customer Data Platform) — Software that collects, analyzes and manages customer data. |
| ------ | ------ | ------ |
| Data | Collects information about all points of interaction with customers within the sales funnel, including calls, correspondence with managers and mailings. | Accumulates user data from all possible sources, combining them into a single profile for further analysis and use. |
| Customer journey | Partially defined: only from the moment of interaction with the company. | Full, because actions are tracked even before communication with the business: on the website, in the app, and so on. |
| Loyalty | Applicable to improving customer experience because all stages of the sales funnel and interactions within it are tracked. | Customer behavior is explored based on extensive data, which improves communication and increases the accuracy of personalized offers. |
| Omnichannel | + | + |
| Analytics | Based on historical data. | Can process data in real time. |
</Table>

In the context of CVM, the choice between using CRM and CDP depends on the scale of the business and its specific needs. Additionally, these systems can be integrated, providing the opportunity to gain a more comprehensive view of customer data.

### Advantages of using Altcraft CDP for implementing a CVM strategy

The platform not only handles the collection, processing, and storage of data from various sources but also includes tools for customer communication. Information is consolidated into a unified profile, which serves as the basis for creating personalized offers.

It also supports the principle of micro-segmentation, which is essential for managing customer value. Customer groups can be divided based on demographic characteristics, geodata, actions across different channels, purchase categories, and other parameters.

<Img
img="/uploads/segmentation_in_the_altcraft_platform_b3c4f3be0e.png"
alt="Example of audience segmentation by geolocation in Altcraft Platform"
src="Example of audience segmentation by geolocation in Altcraft Platform"
/>

Omnichannel marketing is implemented on the platform, allowing messages to be sent via email, SMS, Push, and messengers from a single interface. Real-time analytics provide instant access to data. 

<Img
img="/uploads/communication_channels_altcraft_platform_77b92a95fc.png"
alt="Channels for sending messages in Altcraft Platform"
src="Channels for sending messages in Altcraft Platform"
/>

Automation of mailings and personalization increase customer engagement and drive sales growth. On average, online sales increase by [**30%**](https://altcraft.com/en/features/cdp), and repeat purchases rise by [**49%**](https://altcraft.com/en/features/cdp).

[**Altcraft Platform**](https://altcraft.com/en) is a universal solution for simple and centralized management of customer value.

## Summary

CVM is a marketing strategy focused on increasing the value of each customer throughout the entire interaction period. This approach optimizes marketing budgets, saves resources, enhances user loyalty, and boosts company revenue.

Modern technologies such as Big Data, AI, machine learning, marketing automation systems, trigger mailings, and chatbots are used to manage customer value. These IT tools help process large volumes of data, personalize offers, and speed up communication.

The CVM approach requires management systems that enable the collection and processing of customer data. In this process, CRM and CDP systems play a key role and can be used either independently or in integration.




CVM boosts customer value via data-driven personalization, modern tech like AI, and tools like CRM/CDP to optimize budgets and enhance loyalty.

cvm-difinition.png

About what customer value management is, how this strategy is implemented in the digital era, and why effective CVM requires the use of management systems.

CVM: Definition, Technologies, Pros & Metrics for It

Customer Value Management (CVM): How Technology is Transforming Loyalty

<Video
url="https://www.youtube.com/embed/35IZi_lZ-pQ?si=WmashfAeDC4ikHdB"
/>

Ordinary newsletters no longer surprise anyone, so we decided to try a new format — an [**AMP email**](https://pixcraft.io/blog/what-amp-emails-are-and-how-they-are-changing-email-marketing) with an embedded mini-game. Right in the email, you can play "Snake" — navigate out of a maze while collecting the key to the exit along the way.

In this article, we will tell you how we came up with this idea, what challenges we faced, and how we implemented the interactive element so that it works directly in the email client.
 
 <Img
img="/uploads/altcraft_email_game_a5d8d90c1d.jpg"
alt="The Altcraft team invites you to play a fun game"
/>

## How we came up with the idea to add a game to the email

Interactive elements in newsletters have long been a trend, but they are usually limited to surveys, buttons, or image carousels. We wanted to create something more unusual, something that would truly grab attention and surprise our subscribers. That’s how the idea of adding a mini-game to the email was born.

Why did we choose "Snake" specifically? There are several reasons for this. First, it’s a game that many people remember from childhood. It’s simple, easy to understand, and evokes a pleasant sense of nostalgia.

Second, "Snake" is a perfect fit for AMP emails, where it’s important to strike a balance between engaging content and technical feasibility. The game doesn’t require complex graphics or powerful resources, which allowed us to focus on adapting it for email clients. Additionally, we wanted to create something that would spark emotions in users — because an email that leaves an impression can already be considered a success.

Third, the snake is the symbol of 2025 according to the Chinese zodiac, which gives the game an extra layer of meaning.

And finally, the deciding factor was that, as a child, our editor-in-chief never got a Tetris for New Year's — so now he finally has the chance to play to his heart’s content.

<Note>
By the way, what should businesses do in the year of the Green Snake to outpace the competition? Read [**here**](https://altcraft.com/blog/the-green-snake) — we’ll talk about the marketing challenges of 2025 (with a slight astrological twist).
</Note>

We started with a brainstorming session to come up with an interactive element that could be easily embedded in an AMP email. It was important to us that this element worked quickly, was intuitive, and didn’t require extra actions from the user, such as navigating to external websites. Everything had to work right inside the email so that the user could jump into the experience effortlessly. Soon, the first sketches of the newsletter’s main "character" began to take shape.

<Img
img="/uploads/email_game_5a1c49ff3a.jpg"
alt="Mascot of Altcraft New Year gamification in email"
/>  

Next, we had to design the playing field for our "Snake." We chose a classic maze. But simply reaching the exit wasn’t the most challenging task, so we added an extra condition: a key appeared on the field, and the player had to collect it in order to escape the maze.

Then, we carefully studied the limitations and capabilities of AMP for email. This was a crucial step because what works on regular web pages doesn’t always work in AMP emails. We tested how our interactive element would display in popular email services. This helped us ensure that most users would see the email exactly as we intended — without distortions or errors.

"Snake" turned out to be the perfect solution for several reasons. First, it has a simple and familiar mechanic: arrow key controls, instant response to user actions, and minimalist graphics. Second, it was easy to adapt to the AMP format without losing quality or functionality. Additionally, "Snake" requires minimal data, which is essential for fast email loading, even on slow connections. This is especially relevant for users who check their email on mobile devices.
 
<Img 
img="/uploads/altcraft_letter_template_c022b4f783.jpg" 
alt=""Hit the Start button and begin playing the game" 
/>  

## How we embedded the game in the newsletter

We started by adapting the mechanics of "Snake" for AMP in email. This format imposes certain restrictions on interactive features, so we had to build the game using only the available AMP components. With these components, we were able to manage the game state and process player actions, such as key presses.

To ensure that users immediately understood how to play, we added a simple text hint: "Control the snake using these buttons." This helped avoid confusion, especially for those who had never encountered interactive emails before.

<Img
img="/uploads/email_buttons_70452eb347.jpg"
alt="Control the Snake using the buttons"
/>  

## How we made the game work on most devices

AMP support varies across email clients. For example, Gmail displayed the email with the game without any issues, while Outlook and some other clients didn’t support AMP at all. To ensure that these subscribers could also play "Snake," we created a fallback option with a banner that prompted them to open the web version.

<Note>
How do AMP emails work? How can you send them? Read our article "[AMP Emails: What They Are, Their Types, Why Required](https://altcraft.com/blog/amp-emails-what-they-are-their-types-why-required)."
</Note>

We made the game controls universal — using on-screen buttons. This approach works for both mobile devices and computers. However, we had to carefully adjust the size and placement of the buttons to make them intuitive and convenient for everyone. On mobile devices, the buttons had to be large enough to tap easily but not so big that they took up half the screen, ensuring that the game field remained visible.

To create the email, we used [**Pixcraft**](https://pixcraft.io/en) — an intuitive email builder that allows for quick assembly of interactive AMP newsletters. This tool is especially useful when integrating non-standard elements without deep programming knowledge. The builder automatically accounts for AMP restrictions, helping to avoid errors and compatibility issues with email clients. Pixcraft saves development time and lets you focus on the creative aspects rather than the technical details.

## What we achieved in the end

The email delivered excellent results: 37% open rate, 34% of users launched the game, and 27% successfully completed it. Additionally, [**CTR**](https://altcraft.com/glossary/ctr-what-it-is-and-how-high-it-should-be) increased by 27% compared to a regular newsletter. Nearly a third of users not only started playing but made it to the end. This indicates that the game was engaging and its mechanics were simple and intuitive.

From this project, we drew several important conclusions. First, unusual elements like games can be a great way to capture attention, but only if they are seamlessly integrated into the email. Second, there must always be a backup plan for users whose email clients do not support AMP. In our case, this was a banner with an "Open in browser" button that led to the web version of the game. And, of course, mobile devices should never be overlooked — everything must load quickly and display correctly.

## Conclusion

The experiment with an interactive AMP email delivered great results. Users appreciated the game, which was reflected in the metrics: an increase in clicks and time spent in the email.

We ensured compatibility with email clients, optimized everything for mobile devices, and prepared a fallback option for those who don’t support AMP. Our plan is to further develop these formats to make newsletters even more engaging and effective.

If you missed our New Year’s game, you still have a chance to play — click [**here**](https://cases.pixcraft.io/altcraft/2025_en/)!


Our AMP email game boosted engagement, increasing clicks and time spent. We ensured compatibility and plan to expand interactive formats.

zmeyka-altcraft.png

About what challenges we faced, and how we implemented the interactive element so that it works directly in the email client.

Snake: Gamification within the New Year Newslettering

How We Embedded a Game in an Email and Increased CTR by 27%

<Video
url="https://www.youtube.com/embed/baZJdJRU3yA?si=D5qj3tGoY_CN6kow" 
/>

Every day, millions of systems exchange information with each other. While the processes may look the same from the outside, the way data is transmitted internally varies.

These methods differ in request mechanics and other criteria. Some of the most popular approaches include API, WebSocket, and WebHook. These well-known mechanisms are used to connect internal and external systems.

In this article, we will explore what API, WebSocket, and WebHook are, how they differ, where they are used, and which method to choose for development.

## API: What it is and where it’s used


**API** is an application programming interface that acts as an intermediary between services interacting with each other. It can be loosely referred to as a "contract" that specifies what information can be entered, what can be retrieved, and what actions can be performed. The application programming interface regulates data transmission and ensures its integrity on both sides.

### How API works

Service #1 wants to retrieve information from Service #2. To do this, it calls Service #2’s API to specify the actions that need to be performed. Service #2 also sends data not directly, but through the API interface. This way, Service #1 doesn’t need to delve into the internal processes of Service #2’s program to obtain the necessary information.

APIs are classified into open and closed. Open APIs are intended for use by third-party developers. They are used when creating services that will exchange data with a program providing a public API. In other words, developers leverage existing solutions for their projects. Closed APIs are used for internal tools within companies, and access to them is restricted for third-party developers.

### Where API is used

Many services and applications that are needed by users in business and daily life operate via API. Online maps, which integrate data on road congestion and traffic movement, flight booking aggregators, calendars for scheduling meetings and appointments with specialists — these tools work with APIs. This technology is also used for conducting transactions and simplifying registration across multiple services using data from an existing account. For example, one can log in to an online store using a Google account or to an educational platform using VK ID. There’s no need to create a new password; simply confirm the login through the existing account.

## WebSocket: what it is and where it is used

**WebSocket** is a technology that provides two-way, continuous real-time data transfer between the client (user) and the server. It allows for fast and seamless information exchange without delays, eliminating the need to refresh the page to display new data. WebSocket uses HTTP only during the connection setup phase, after which it switches to its own protocol that ensures two-way communication.

### How WebSocket works

With WebSocket, the user can send requests and receive quick responses from the server. Moreover, when information on the server is updated, it is automatically sent to the user, even if they did not initiate the request. This is possible because of the continuous data transfer channel, which is established through a single initial connection and remains open without needing to restart. A restart of the channel is only required if a WebSocket error occurs.

### Where WebSocket is used

The WebSocket technology is essential for online services where interactive and rapid communication is important. It is widely used in online games, where constant real-time data exchange is required. WebSocket is also applied in social networks for sending push notifications, such as notifying users of their order status when it is updated.

This technology is also utilized in messaging apps, where instant message delivery is critical. WebSocket facilitates fast data updates on trading platforms, where exchange rates and quotations change in real-time. Furthermore, the protocol is indispensable in collaborative applications, such as interactive whiteboards, where user actions need to be synchronized in real-time.


## Webhook: what it is and where it is used

A **webhook** is a way for a system to quickly respond to user actions. To put it simply, a webhook is a mechanism that sends a notification or data when a specific trigger occurs.

### How Webhook works

To understand how a webhook works, let's break down how to create one. First, a user address is formed, where messages from the server will be sent. Then, the actions that will trigger the webhook are defined. When an event (such as a client request) occurs, a notification is sent to that address.

For example, when a person places an order on a website — this is the trigger that activates the webhook. A response is sent to the action: a payment link is sent via SMS.

### Where webhook is used

This method is used in marketing and sales to quickly interact with customers. Primarily, it is used for notifications about various events: an order placed, a new comment, a request, a status update, a like, a repost, and more. Webhook is also used for marketing automation and personalizing offers. Information can be sent through a webhook to platforms like bots, SMS, [**email**](https://altcraft.com/blog/types-of-email-newsletters-and-what-are-they), push notifications, and more.

The technology also optimizes internal data processing within a company. Triggers can include events like order reception in a store, system failures, the start and end of a process, and so on.

## API, WebSocket, and WebHook: What’s the Difference

These mechanisms serve as communication methods between different services and applications. They mainly differ in how the request is executed. Additionally, the type of communication varies: it can be either one-way or two-way. The differences are clearly shown in the table.

<Table>
|  | **API** | **WebSocket** | **Webhook** |
| ------ | ------ | ------ | ------ |
| **Request** | Initiated by the user, who receives a response to it at a specific time. | Queries are exchanged continuously due to two-way data exchange. | It is created based on an event (selected trigger). |
| **Connection** | Two-way | Two-way | One-way |
</Table>


## API, WebSocket, and WebHook: what to choose

The choice of technology depends on technical capabilities and the functions that need to be performed. Limitations of the methods should also be considered, as they can become a decisive factor.

### API

Useful when you need to use data from a third-party application to develop your own. It is suitable for systems that quickly respond to requests. API is a flexible interface with extensive functionality, relatively simple, and does not require complex configurations. When working with an API, ready-made tools are used, which significantly simplifies development and reduces costs.

A drawback of the interface is the inability of the server to reconnect with the browser if needed. Additionally, not all services provide open APIs.

### WebSocket

A mechanism best suited for services that require continuous real-time communication. The protocol is compatible with most resources and works equally well with websites and mobile applications.

However, in terms of speed, this option is more suitable for web-based solutions than for applications, as it requires significant resources. Additionally, it is difficult to scale.

### WebHook

Used in cases where a quick response to user actions is required, while resource consumption needs to be minimal. Server load is reduced since data is transmitted only at the moment of an event. This solution is quite versatile, easily scalable, but requires initial configuration. Webhooks are particularly useful for services utilizing marketing campaigns.


## Summary

Various methods exist for exchanging information between online services. API acts as a kind of contract that defines the rules for data transmission. This interface can be open to third-party developers, allowing them to use ready-made solutions. API is used when quick responses to requests are needed and when simplifying the development process is a priority.

WebSocket is a method of bidirectional data transfer, used in services where interactive real-time communication is essential.

Another approach, WebHook, works by sending notifications in response to a predefined trigger. It is most commonly used for marketing campaigns and other types of alerts.

The choice of data exchange method depends on the type of services and business needs, including speed, reliability, and cost.


API, WebSocket, and WebHook are methods for data exchange between services, chosen based on speed, reliability, and business needs.

api-webhook-websocket.png

About what API, WebSocket and WebHook are, how they differ, where they are used and which method to choose for development.  

Choosing between services:API, WebSocket & Webhook

API, WebSocket, or WebHook: what’s the difference and which one to choose

<Video
url="https://www.youtube.com/embed/IyRlDVpATVw?si=IXfpCL5-OWgI5pd2"
/>

Altcraft Platform is actively growing and improving to meet user needs and market demands. In this article, we will discuss key updates that have been implemented recently. These include the introduction of global control groups, enhancements to mass operation functionality, the ability to conduct NPS surveys through forms, and more.

Let’s take a closer look at how these changes improve the convenience and functionality of the platform.

## Global control groups

<Img
img="/uploads/global_control_groups_38c3b351ed.png"
alt="Global control groups"
/>
 
 Now the platform offers the ability to create global control groups. These groups represent a portion of the customer base that is temporarily excluded from receiving marketing communications. The main goal of this approach is to objectively assess the impact of marketing campaigns on key performance indicators.

The process of using global control groups is simple: a marketer selects a segment of customers to exclude from communications and, after a certain period, compares their metrics with those of the main audience. If the results of both groups are similar, it indicates low effectiveness of the current strategy, serving as a basis for its review and improvement.

The advantage of global control groups lies in their versatility: the method works for any type of campaign, whether it’s newsletters, promotions, or personalized offers. This tool allows marketers to:

- Objectively evaluate results. 
- Optimize budgets by avoiding spending on ineffective strategies. 
- Identify and enhance the elements that truly work. 
- Increase conversion rates by using more targeted approaches.

We use two methods to form global control groups:

- **Random distribution.** The system randomly determines who will be in the main group receiving communications and who will be in the control group. 
- **Upload from a file.** In this case, profiles are taken from an external database. For example, the group can be formed using [**machine learning**](https://altcraft.com/blog/ml-best-send-time) based on specific calculations.

### Configuration features:

- The size of the control group can be adjusted, with a maximum limit of 25%. 
- When using random distribution, rotation (recalculation) is available. This prevents the same subscribers from staying in the same group for an extended period, reducing the risk of their complete exclusion from communications and helping to minimize churn. 
- A setting to prevent repeated inclusion is available. This means that during rotation, the same profile will not be placed in the group again. 
- An option to exclude the control group from important messages (e.g., transactional or notification messages) ensures these are delivered to all users. 

Learn more about how to configure global control groups [**here**](https://guides.altcraft.com/en/user-guide/profiles-and-databases/gcg/).

## Enhanced bulk operations

Bulk operations help speed up routine tasks and optimize work with large datasets, which is especially important for marketers and analysts.

We continue to enhance the functionality of bulk operations in Altcraft Platform to make data management even more convenient. In the previous release, we introduced the first version of a tool that allows users to streamline work with certain entities. The new improvements significantly expand the functionality, offering more options for managing various elements.

### What’s new:

Bulk operations are now available for the following entities:

- **Pixels:** grouping, moving to trash.
- **Scenarios:** activation, deactivation, moving to trash.
- **Templates:** transitioning between drafts and finalized versions.
- **Integrations:** activation and deactivation.
- **Users:** activation, deactivation, moving to trash.
- **Roles:** moving to trash.
- **Connections:** moving to trash.
- **Tokens:** moving to trash.
- **Send policies:** grouping, moving to trash.
- **Virtual senders:** grouping, moving to trash.
- **Custom links:** moving to trash.
- **Products, SKUs, and orders:** adding tags, deleting.
- **Sales channels:** adding tags, creating groups, deleting.
- **Custom fields:** deleting.

### How this helps users:

- **Faster workflows:** The ability to perform bulk actions with dozens or even hundreds of entities saves significant time. 
- **Increased accuracy:** Reduces the likelihood of errors when processing data manually. 
- **Simplified management:** A unified approach to all operations makes administration more straightforward.

## NPS surveys in forms

<Img
img="/uploads/nps_eff5515605.png"
alt="NPS surveys in forms"
/>

Altcraft Platform now offers the ability to launch NPS surveys by embedding them into web forms. This update makes collecting customer feedback even simpler and more efficient. There’s no longer any need to use third-party tools or spend time on complex integrations—everything is implemented in one solution.

NPS surveys help calculate the Net Promoter Score—a key metric for evaluating customer loyalty. This metric reflects how satisfied customers are with your product or service and how likely they are to recommend it to others.

Integrating NPS into web forms unlocks new opportunities:

- **Quick survey creation:** Add questions directly into forms without leaving the platform. 
- **Linking data to segments:** Results are automatically tied to customer groups, making it easier to quickly identify promoters (loyal customers who rate the product 9-10), detractors (customers with negative experiences who rate the product 0-6), and passives (those who rate the product 7-8). 
- **Improving strategies:** NPS analysis helps identify the strengths and weaknesses of a product, adjust marketing strategies, and increase customer loyalty levels.

<Note>
Read more about customer loyalty in the article "[Customer Loyalty: What Is It and How to Calculate It](https://altcraft.com/blog/customer-loyalty)."
</Note>

Now, the time from data collection to analysis and implementation of changes is minimized. The tool ensures convenient, fast, and highly accurate work with customer experience.

<Img
img="/uploads/nps_analytics_en_f1bf400e6f.png"
alt="nps_analytics"
/>

More detailed information about NPS surveys can be found in the [**documentation**](https://guides.altcraft.com/en/user-guide/weblayers/forms/nps/).

## Email template editor

<Img
img="/uploads/block_editor_choose_f37f312073.png"
alt="Email template editor"
/>

The email template editor has been updated, making the process of creating emails even more convenient and faster. With this builder, you can easily create a template that displays correctly on any device, including mobile. Additionally, the editor supports the addition of AMP content, providing extra opportunities for interactivity in emails.

<Note>
How does AMP work and which services support it? Read the article “[What AMP Emails Are and How They Are Changing Email Marketing](https://pixcraft.io/blog/what-amp-emails-are-and-how-they-are-changing-email-marketing).” 
</Note>

With Altcraft's block editor, marketers and designers can create professional emails without programming skills. Ready-made blocks, visual elements, and user-friendly settings allow you to design an email perfectly tailored to your campaign.

You can learn more about how the editor works [**here**](https://guides.altcraft.com/en/user-guide/message-templates/block-editor/).

## Admin panel update

<Img
img="/uploads/admin_panel_c934074801.png"
alt="Admin panel update"
/>

The admin panel has undergone a significant redesign: the interface has been updated, new functionality has been added, and the engine has been completely revamped. The main goal was to retain familiarity for users while making the panel more convenient and intuitive to use.

Now, tables feature sorting and filtering functions, including the ability to filter by status.

Updates also affected the administrator panel: avatars have been added, along with the display of first name, last name, and email address.

Additionally, the following sections have been improved: Data Usage, URL Decoder, Abuse Report Format Decoder, and Create Custom Channel.

## Conclusion

The recent updates to Altcraft CDP make the platform more user-friendly and efficient. Gathering feedback through NPS surveys has become easier, handling large data volumes is simpler thanks to bulk operations, and content creation is now streamlined with the updated editor.

These improvements accelerate task completion, expand personalization and analysis capabilities, and ultimately make Altcraft an even more convenient tool for marketers, analysts, and professionals working with data and customer experience.







Altcraft CDP updates enhance user experience, streamline tasks, boost personalization, and simplify feedback, data handling, and content creation.

altcraft-updates.png

About the updates that have been implemented recently.  

Altcraft Updates: Control Groups, Mass Operations and more

Altcraft Updates: Control Groups, Mass Operations, NPS Surveys

<Video
url="https://www.youtube.com/embed/AppKzXHNkPU?si=Tyw4W88JnFGpilJj"
/>

In today’s fast-paced digital world, capturing someone’s attention in their overflowing inbox is no small feat. Even if your email holds great value, it’s still at risk of being ignored.

This is where attention grabbers come in. Whether it’s a catchy subject line, an intriguing opener, or an irresistible call to action, these elements play a crucial role in making your emails stand out. In this article, we’ll explore proven techniques to create email attention grabbers that not only catch the eye but also drive engagement. Let’s turn your emails into must-reads!

<Baner
  title='Boost your marketing game!'
  desc='Our specialists will explain how to do this'
  theme='light'
  btn_title='Go to demo'
  background_color='linear-gradient(92.74deg, #3583FF -36.98%, #4A2DFF 50.34%, #790FFF 123.51%)'
  href='/setupDemo' />

## How to Create Attention-Grabbing Subject Lines 

The subject line is the gateway to your email—it’s the first thing your audience sees, and it often determines whether they’ll open it or scroll past. 

<Note>
**Why do people unsubscribe?** [**Gartner reports**](https://www.gartner.com/en/marketing/research/digital-iq-email-marketing-benchmarks) that one of the leading causes of email unsubscribes is subject lines that fail to match the content of the email. 
</Note>

To craft a subject line that grabs attention, follow these strategies:

**Keep It Short and Sweet**. Aim for subject lines that are 5-7 words or under 50 characters. This ensures they’re fully visible on most devices and easy to read at a glance. Prioritize clarity when crafting your subject lines—it should always come first. Once you’ve written a clear subject line, feel free to add a touch of creativity, whether it’s humor, charm, or playfulness. However, ensure that the message remains easy to understand and doesn’t lose focus for the sake of being entertaining.

**Create Curiosity**. Pique your reader’s interest by hinting at what’s inside without giving everything away. For example: _“Are You Making These Common Marketing Mistakes?”_

<Img
img="/uploads/everyday_horoscopes_b0a67c5568.png"
alt="example from everyday horoscope"
/>

**Make It Personal**. Use the recipient’s name or reference something specific to them. Personalized subject lines can increase open rates [**significantly**](https://www.klenty.com/blog/subject-lines-personalization-statistics/#:~:text=Personalized%20Subject%20Lines%20Doubles%20Email%20Open%20Rates,-We%20found%20that&text=That%20means%2C%20out%20of%20100,average%20open%20rate%20of%2035.69%25.). For instance: _“John, Here’s Your Exclusive Invite!”_

<Note>
According to [**our data**](https://altcraft.com/features/personalization), 72% of consumers only interact with personalized content. Increase your conversions and build customer trust with a personalized approach – [**try CDP Altcraft**](https://altcraft.com/)! 
</Note>

**Use Numbers or Lists**. Numbers catch the eye and imply a clear, concise message. For example: _“9 Quick Tips to Save Time Today.”_

<Img
img="/uploads/the_astro_twins_a1f6d5a19e.png"
alt="example from the astro twins "
/>

**Think About Capitalization.** The way you capitalize your subject lines can influence how your brand is perceived. Title case (capitalizing most words) tends to come across as more formal and professional. On the other hand, sentence case (capitalizing only the first word and proper nouns) has a friendlier, more conversational tone that may help your brand appear approachable.

**Focus on Problems.** Subject lines that directly address a reader's struggles can be highly effective. By acknowledging an issue they might face, these lines build curiosity and imply that the email offers practical solutions.

Examples: 

_“Struggling with X? Get Help Here.”_

_“See How to Get Rid of X.”_

**Use Emojis Wisely**. Emojis can make your emails pop in a crowded inbox, adding personality and reinforcing your message. They’re especially effective for making your brand feel lively and engaging. However, keep in mind that some audiences may view emojis as unprofessional. Before using them, consider whether [**your audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it) and the email’s purpose align with their inclusion.

<Img
img="/uploads/the_modern_proper_d0c7451f0d.png"
alt="example from the modern proper"
/> 

**Ask a Question**. Questions are a powerful way to grab attention in your subject line. When readers encounter a question they’re curious about, they’re more likely to open your email to find the answer. Make sure your question is relevant and sparks genuine interest.

**Test, Test, Test**. A/B/n testing subject lines can reveal what resonates most with your audience. Try different approaches and analyze the results to refine your strategy.

<Note>
Testing will help you find the right way to encourage customers to buy as soon as possible. Test email campaigns with Altcraft CDP and discover the most effective messages. Learn more [**here**](https://altcraft.com/features/mvt). 
</Note>

## How to Craft Perfect Preheaders 

The preheader, often called the “second subject line,” is the short snippet of text displayed next to or below the subject line in an inbox. While it might seem secondary, the preheader plays a critical role in persuading readers to open your email. Here’s how to make it work for you:

**Complement the Subject Line**. Think of your preheader as an extension of your subject line. If the subject line grabs attention, the preheader should deepen the interest. For example:

- Subject Line: _“Exclusive Holiday Deals Inside!”_
- Preheader: _“Enjoy up to 50% off on your favorites—today only.”_

<Img
img="/uploads/recipe_of_the_day_f_a2e20d7137.png"
alt="example from recipe of the day f"
/> 

**Keep It Concise**. Most email clients display 40-90 characters of the preheader. Make every word count by focusing on clarity and relevance. Avoid filler words and get straight to the point.

<Img
img="/uploads/taste_of_home_741924ff37.png"
alt="example from taste_of_home"
src="This preheader could be a bit shorter"
/> 

**Use a Call-to-Action (CTA)**. Encourage readers to take the next step with action-oriented language. For example:

- _“Claim your free trial now!”_
- _“Shop the sale before it’s gone.”_

**Provide a Sneak Peek**. Give a preview of what the email contains without revealing too much. This creates curiosity and sets expectations for the reader. For example, craft subject lines starting with "How to" to show readers what they can accomplish using your offerings. Inside the email, provide links to the tools or services that make those outcomes possible.

**Avoid Default Text**. Don’t let your email platform’s default text — like “_View this email in your browser”_—appear as the preheader. It’s a missed opportunity to engage your audience.

<Img
img="/uploads/Cookie_and_kate_e0c2abcced.png"
alt="example from cookie and kate"
/> 

**Optimize for Mobile**. Since most people check emails on their phones, ensure your preheader is easily readable on smaller screens and complements the subject line for a seamless experience.

## How to Craft Amazing Email Bodies

The email body is where you deliver your message, so it needs to grab attention quickly and keep readers engaged. Here’s how to make it effective:

**Start with a Strong Opening**. Hook your reader in the first sentence by addressing a problem, posing a question, or sharing an interesting fact. Example:

_“Struggling to stay organized? We’ve got the perfect solution.”_

**Keep It Short and Focused**. Avoid long-winded explanations. Stick to one main idea per email and deliver it in clear, concise sentences.

<Img
img="/uploads/penguin_random_house_096ebe02ff.jpg"
alt="example from Penguin Random House"
/> 

**Use Bullets and Breaks**. Chunk information into digestible pieces using bullet points, numbered lists, or short paragraphs. This makes your content scannable and easy to read.

**Speak Directly to the Reader**. Personalization is essential for creating emails that resonate. Using someone’s name grabs their attention and makes the message feel more relevant and genuine. It shows that you’ve put thought into who they are and what they need, which builds trust and increases the chance they’ll engage with your email. Beyond just names, mentioning past interactions or specific interests can make your message even more impactful, helping you stand out in a crowded inbox.

<Img
img="/uploads/twitch_9513a28f87.jpg"
alt="Speak Directly to the Reader"
src="Source: reallygoodemails.com"
/>

**Add Value Immediately**. Highlight the benefit of your message early. Your job is to explain the value of your offer. Example:

_“Sign up now and get 20% off your first purchase.”_

**End with Impact**. Close with a compelling statement or reminder of the benefit, such as:

_“Don’t miss out — this deal ends today!”_

## And Finally, How to Make Perfect CTAs

The call-to-action (CTA) is the most critical part of your email—it’s where you guide readers to act. A perfect CTA is clear, compelling, and impossible to ignore. Here’s how to create one:

**Use Action-Oriented Language**. Start with a strong verb to drive action. Examples:

“Shop Now.”

“Sign Up.”

<Img
img="/uploads/the_call_to_action_1b74c84e66.jpg"
alt="call to action example"
/>

**Avoid words that create resistance in your readers**. These are terms that imply an action they may not be thrilled to take. Examples: download, purchase, order, submit. Often, people aren’t motivated by the act of buying or downloading itself, but by the benefit those actions offer. To make things feel simpler, replace these “friction” words with more inviting alternatives like "Get" or "Discover," and add a benefit statement (e.g., "Get your free trial").

**Be Specific**. Make it clear what the reader will get by clicking. For example:

“Join Today.”

“Get For Free.”

**Keep It Short and Simple**. CTAs should be 2-3 words max. Avoid clutter or unnecessary details.

**Make It Stand Out**. Use a button or bold formatting with contrasting colors to draw attention to the CTA.

<Img
img="/uploads/example_of_a_noticeable_cta_8f7f7ee31c.jpg"
alt="example_of_a_noticeable_cta"
/>

## Conclusion 

Standing out in today’s crowded inboxes requires a strategic approach to email design and content. Each element—whether it’s the subject line, preheader, header, body, or CTA—plays a crucial role in grabbing attention and driving engagement. To truly connect with your audience, focus on clarity, relevance, and personalization in every part of your email.

Remember, success doesn’t come from a one-size-fits-all formula. Continuously test different approaches, analyze results, and refine your strategy based on what resonates with your audience. Over time, these efforts will help you craft emails that not only get noticed but also deliver measurable results. Stay consistent, keep experimenting, and watch your email marketing campaigns thrive.

<Note>
The success of an email often depends on its timing. With [**CDP Altcraft**](https://altcraft.com/), you can tailor send times for each recipient using advanced self-learning algorithms. This ensures that subscribers receive messages at the optimal moment, increasing the likelihood of engagement.
</Note>



In this article, we’ll explore proven techniques to create email attention grabbers that not only catch the eye but also drive engagement.

email-attention-grabbers.png

About how to create attention-grabbing emails that not only enhance the quality of content, but also stimulate engagement. 

How to make attention-grabbing emails

Mastering Email Attention Grabbers: Tips to Boost Your Open and Click Rates

<Video
url="https://www.youtube.com/embed/NhBQpvICYuQ?si=ISncJuaF5hhLyeEU"
/>

The digital marketing landscape is constantly evolving, driven by new technologies and shifting consumer preferences. To remain competitive, it is crucial to adapt strategies in line with these changes. Companies that overlook digital marketing trends risk losing customers and missing opportunities to capture new market segments.

Trends highlight effective marketing methods that reduce costs and help boost sales profitability. For instance, a [**McKinsey study**](https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/the-top-trends-in-tech) revealed that companies actively monitoring and adopting modern technologies and trends experience faster profit growth compared to those that do not. Additionally, [**HubSpot reports**](https://www.hubspot.com/marketing-statistics) that the majority of marketers note a significant increase in [**ROI**](https://altcraft.com/glossary/roi-what-it-is-and-who-benefits-from-it) when incorporating current trends into their strategies.

Research indicates that anticipating trends and integrating them into strategies positively impacts businesses. That’s why we’ve explored what trends lie ahead in 2025 and what to expect from the marketing of the future.

## What trends will shape 2025

The upcoming year is expected to bring key trends that will define business strategies and customer interactions. Let’s take a closer look at some of them.

### Artificial intelligence, ML, and hyper-personalization

In recent years, AI and machine learning have become integral not only to daily life but also to business operations. It’s hard to envision the future of marketing without these technologies. Investments in these areas will continue to grow, and those who effectively leverage their potential will gain a significant competitive advantage.

By 2026, 80% of companies expect AI in marketing to become a primary growth driver, with widespread adoption across marketing departments. Brands will rely on algorithms to personalize content, conduct [**predictive analytics**](https://altcraft.com/blog/ml-best-send-time), and optimize advertising campaigns. Chatbots and virtual assistants will become essential to the customer experience, automating interactions and support.
Predictions for 2025 include:

- **Enhanced segmentation algorithms:** AI will enable the creation of more detailed customer segments, ensuring precise audience targeting. 
- **Personalized recommendations:** AI will facilitate [**hyper-personalized**](https://altcraft.com/blog/customer-segmentation-models) offers based on user behavior analysis.

In the near future, AI is expected to process significantly more information. It won’t just gather purchase data but will analyze user behavior across platforms, identify emotional reactions to advertising materials, and even predict future needs. For brands, this heralds a new era—an era of hyper-personalization. Companies will be able to offer customers solutions and products before they even recognize their own desires.

### Generative content

The generative AI segment is experiencing exceptionally rapid growth, with an annual increase [**of 73.3%**](https://www.idc.com/getdoc.jsp?containerId=prUS52530724). This is twice the rate of overall AI investments and 13 times faster than the general growth of the information technology sector.

AI will continue to be actively used not only for analytics but also for content creation. This includes texts, images, videos, and even audio, all generated based on specific parameters and data. In recent years, the idea of tools like ChatGPT has become commonplace. AI is already capable of creating articles, graphics, and even entire marketing campaigns tailored to the preferences of target audiences.

**Trends in generative content for 2025:**

- **AI-powered video creation:** Generative models will be widely used for producing video content, such as clips featuring virtual presenters or videos edited entirely by neural networks.

<Img
img="/uploads/enerativniy_kontent_999469528c.png"
alt="The Altcraft team has implemented video generation for blog articles"
src="The Altcraft team has implemented video generation for blog articles"
/>

- **Interactive elements:** Generative content will increasingly incorporate more complex elements, such as surveys, quizzes, tests, and much more. 
- **Augmented reality (AR) and virtual reality (VR):** Generative technologies will become an integral part of AR and VR marketing campaigns. They will create engaging experiences for users, enabling them to interact with products in a three-dimensional space.

<Gallery>
<GalleryItem
original="/uploads/ar_78703ca63b.jpg"
thumbnail="/uploads/ar_78703ca63b.jpg"
description="Implementation of AR-application for ornamental crops nursery"
/>
<GalleryItem
original="/uploads/tiffani_primerka_kolca_9fd79126d6.jpg"
thumbnail="/uploads/tiffani_primerka_kolca_9fd79126d6.jpg"
description="The Tiffany & Co brand has been using virtual fitting for a while now"
/>
</Gallery>

### Data privacy and marketing automation

Data protection in 2025 remains one of the key trends as digital technologies become an integral part of our lives. Safeguarding users' personal information is no longer just a legal obligation but a critically important factor influencing consumer trust and brand reputation. Data breaches raise serious concerns among users, and the number of threats to personal information continues to grow each year. Therefore, secure data storage is a top priority for companies.

There is also a noticeable trend toward abandoning cookie collection. For instance, Google [**announced**](https://support.google.com/google-ads/answer/14762010?hl=en&sjid=8505648233251381739-EU) the end of third-party cookie support in its Chrome browser by 2025. This marks the beginning of a new phase in online advertising and data privacy. As a result, companies will need to update their marketing strategies and focus on [**first-party data**](https://altcraft.com/blog/first-second-and-third-party-data). This can be achieved through owned channels such as loyalty programs, corporate websites, email marketing, and mobile applications.

In this context, customer data platforms (CDPs) become especially important as they integrate user information from various sources into a unified, profiled database. Selecting the right tools for this process is also critically important. CDPs like [**Altcraft**](https://altcraft.com/en) offer the capability to collect, store, and analyze consumer data, which in turn facilitates more effective customer engagement and minimizes risks associated with data breaches.

<Note>
Data automation was covered in detail [**in the article**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development).
</Note>

### Microtargeting through IoT (Internet of Things)

With the growing number of connected [**IoT**](https://altcraft.com/glossary/iot-what-it-is-and-how-its-used-in-marketing) devices, companies are expected to collect vast amounts of consumer data. Applying machine learning and artificial intelligence methods to analyze this data will enable more precise audience segmentation and consumer behavior prediction. For example, devices will become more predictive in selecting temperature settings, lighting preferences, or even musical choices based on user habits.

Advertising through IoT will feel more natural due to its integration into people's daily activities. Even now, a recommendation reminding someone to buy new water filters is perceived more as helpful information rather than intrusive advertising.

IoT technologies are already being used to determine users' locations through geolocation. For instance, when someone walks past a store, they might receive a notification about discounts or special offers.

IoT-based advertising, relying on precise targeting and data analysis, has the potential to significantly increase [**ROI**](https://altcraft.com/blog/roi-romi-roas-difference). More targeted marketing leads to higher engagement and, consequently, an increase in sales.

### Short videos, UGC, and EGC

Short vertical videos will remain popular in the coming year. They continue to be one of the key tools in companies' marketing strategies.

User-generated content (UGC) will also gain momentum as brands strive to build more genuine and honest relationships with their customers. Companies will integrate UGC to increase trust and engagement, as potential customers tend to trust the opinions of other users more.

<Img
img="/uploads/ugc_trends_b19a1af6c4.png"
alt="Lululemon’s UGC"
src="Lululemon’s UGC"
/>

In addition to UGC, companies will continue to adopt EGC (employee-generated content). This format involves not just employees, but key staff who have an in-depth understanding of the brand, its values, and culture. They share their perceptions of the product and provide insights into their personal experiences working with the company. This type of content is perceived by consumers as more genuine and trustworthy.

<Img
img="/uploads/egc_2daa92cede.jpg"
alt="For example, Anthropologie is actively using the EGC format for TikTok"
src="For example, Anthropologie is actively using the EGC format for TikTok"
/>

## Summary

All in all, success in digital marketing in 2025 will directly depend on how quickly companies can adapt to changes and implement new technologies and approaches. Key trends will remain artificial intelligence and machine learning, which will complement and enhance each other. Neural networks will play a crucial role not only in data analysis but also in developing recommendations for more effective customer engagement across various touchpoints — from social media to offline stores and email campaigns. Marketing automation and an omnichannel approach will continue to be essential trends in handling large amounts of data, helping companies create more personalized customer experiences. Tools like Altcraft Platform will become reliable assistants in this process.



In 2025, digital marketing will rely on AI, machine learning, and omnichannel approaches to deliver personalized, data-driven customer experiences.

trendy-2025.png

About what trends lie ahead in 2025 and what to expect from the marketing of the future.

Trends 2025 in AI and Digital Marketing & Business

Trends for 2025: What Does the Future Hold for Digital Marketing

<Video
url="https://www.youtube.com/embed/kDj4grww72Q?si=nIeMJduaCePgJ8z_"
/>

What do we often reflect on when summing up the year? We recall happy moments, achieved goals, new acquaintances, and express gratitude to those who supported us. Yet, we must remember that successes are possible thanks to the challenges we overcome.

For companies, year-end evaluations are a process of analyzing and assessing achievements, allowing them to draw a line under the past period and identify key successes and areas for improvement. Additionally, this helps in planning future strategies.

In this article, we invite you to look back on what 2024 was like for businesses and to summarize the year by highlighting Altcraft’s major achievements.


## What shaped the business environment in the past year

In 2024, B2B companies focused on implementing innovations, sustainable development, and customer-centric approaches to quickly adapt to changes in the market environment.

The business-to-business sector evolved by embracing new technologies, meeting changing customer demands, and navigating global economic conditions. Below are the key trends and events that defined this period:

- Organizations actively adopted digital solutions to enhance their efficiency and competitiveness; <p>
</p>
- Customer approaches became more [**personalized**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters); <p>
</p>
- Modern businesses increasingly collaborated with strategic partners to develop comprehensive solutions. Instead of competing, companies found value in joining forces to meet customer needs; <p>
</p>
- Video content became an essential part of digital marketing in the B2B sector; <p>
</p>
- With the growing volume of digital data, companies strengthened their information security measures.


## Changes and updates at Altcraft

As previously noted, the year focused on integrating new technologies into processes to automate marketing and sales, [**enhancing the customer experience**](https://altcraft.com/blog/customer-experience-in-digital-strategies). Significant attention was also given to improving the platform’s quality.
The Altcraft brand actively developed its product, updating and refining its functionality. This enabled the company to expand its capabilities, meet market demands, and increase the efficiency of business processes.

### Partnership

This fall, Altcraft entered into a strategic partnership with [**Pixcraft**](https://altcraft.com/blog/altcraft-and-pixcraft-a-partnership), aimed at expanding the functional capabilities of both companies.

[**Pixcraft**](https://pixcraft.io/) is a leading company in developing innovative plugins and tools, offering comprehensive solutions that consolidate all necessary resources for marketers, designers, and developers in one place. The companies have joined forces to enhance productivity and improve the quality of work.

## What’s new in Altcraft Platform

This year, significant attention was given to the technical aspects of the product. We not only expanded the functionality of Altcraft but also made notable changes. Many of these updates were previously detailed in our blog, but we would like to highlight them again here:

### 1. [**Mobile SDK**](https://guides.altcraft.com/en/developer-guide/sdk/features/)

We introduced a tool for integrating push notifications into mobile applications. It simplifies connecting Altcraft's notification system to Android and iOS via Firebase and APNs. With it, you can send notifications containing text, images, and buttons, track their delivery and user interactions, and automatically retry failed requests.

### 2. Global control groups

This new feature allows the creation of profile groups that are excluded from marketing communications. The global control groups mechanism helps assess campaign effectiveness, optimize strategies, and refine core marketing communications.

### 3. New scenarios

In addition to a modern and user-friendly interface, it is now possible to capture profiles based on multiple conditions within a single scenario. This enables users to account for various entry points without creating multiple new scenarios. Up to 10 such conditions can be added to one scenario. For more details on working with scenarios, please refer to the [**documentation section**](https://guides.altcraft.com/en/user-guide/automation-scenarios/9406861/).

<Img
img="/uploads/combined_profile_capture_4106302378.png"
alt="Combined profile capture in Altcraft"
src="Combined profile capture in Altcraft automation scenario"
/>

### 4. [**NPS testing in forms**](https://guides.altcraft.com/en/user-guide/weblayers/forms/nps/)

This method helps evaluate the overall level of customer satisfaction, identify product weaknesses, and strengthen audience engagement strategies. The platform allows you to set up surveys to assess customer loyalty to a company, product, or service.

<Img
img="/uploads/nps_testing_3e325b8528.png"
alt="NPS testing in forms"
/>

### 5. Product feed import via link in Market

Altcraft now supports synchronization of products and SKUs in Market with data from a product feed. This feature eliminates the need to upload a new YML file every time the product feed is updated. Learn more about setting up synchronization with a product feed in the [**documentation**](https://guides.altcraft.com/en/user-guide/market/products/feed-import/).

### 6. Improved customer profile import

The interface has become more user-friendly, with new features that make the import process even more efficient. You can now select file encoding, specify a delimiter, adjust date formats, and edit phone number formats. These updates save time and reduce errors. For more details on the updates, check the [**documentation**](https://guides.altcraft.com/en/user-guide/changelog/v2024470/).

<Gallery>
<GalleryItem
original="/uploads/improved_customer_profile_import_35ec48b97c.png"
thumbnail="/uploads/improved_customer_profile_import_35ec48b97c.png"
/>
<GalleryItem
original="/uploads/import_in_altcraft_7ce8cae6b7.png"
thumbnail="/uploads/import_in_altcraft_7ce8cae6b7.png"
/>
</Gallery>

### 7. Email campaign editor update

The visual editor for creating email campaigns has been updated. It now allows you to quickly design email templates and adjust their display for different viewing modes, including mobile devices and dark mode interfaces. The editor supports the simultaneous creation of standard HTML emails and AMP emails with interactive elements. The best part? You don’t need markup language skills or coding experience. Simply drag and drop the necessary elements into your email and replace the text with your own.

## Content, marketing, and PR

We have been actively working to improve the quality of our work, strengthen brand recognition, and develop marketing channels.

- We significantly increased the volume of content: the number of articles grew threefold, and over the year we published more than 150 materials in the blog and glossary. <p>
</p>
- We gradually began integrating AMP technology into our newsletters, making our emails more interactive and dynamic.
- With the advancement of artificial intelligence and machine learning technologies, the use of neural networks in video processing has become an important trend of the year. Following the modern trends in digital marketing, we implemented a neural network for video processing.

<Img
img="/uploads/example_of_a_generated_video_eff9811795.png"
alt="Generated video on Altcraft's blog"
src="An example of a generated video on Altcraft's blog"
/>

- In addition to traditional articles, we explored a new format – interviews. We spoke with the CEO of Altcraft and prepared interesting and useful [**articles**](https://altcraft.com/en/blog).

<Img
img="/uploads/conversation_with_altcraft_ceo_af2f3d12a2.png"
alt="Conversation with Altcraft’s CEO on ML"
/>

## Summary

In the coming year, Altcraft is set for ambitious projects and expanded functionality. We will continue to enhance the product, opening new horizons for marketing automation, focusing on companies with high demands for security, performance, and flexibility.

All the changes mentioned highlight our ability to adapt to market challenges and demands. This not only helps us stay competitive but also strengthens our customer relationships. Altcraft’s ambitions have gained new momentum. We are confident that 2025 will bring even more transformations, opening new paths for development for us and our clients.

Dear readers of the Altcraft blog, may every step you take in the New Year pave the way to new heights and growth opportunities!


Altcraft goes on enhancing its product in 2025, focusing on security, performance & flexibility, aiming to strengthen customer relationships & drive innovation.

the-results-2024.png

About what the outgoing year 2024 was like for business. We summarize and highlight the main achievements of Altcraft.

2024 Altcraft Results: New Features, Partners & Training 

Altcraft: the Results of 2024

<Video
url="https://www.youtube.com/embed/CJ4Gc_JUbgM?si=n7to57lv8UPaH8yD"
/>

Traditionally, the New Year is a time for change and planning both personal and business goals. For centuries, people have drawn inspiration from the symbolism of the Chinese zodiac, where each year is represented by an animal, with the cycle repeating every 12 years. Each symbol has unique characteristics defined by its color and "element" (natural force).

2025 is the year of the Green Wood Snake, which is just around the corner. Businesses still have time to prepare and plan their activities to attract good fortune. We’ll explore what this year's symbol means for marketers, how companies can prepare to stay relevant and succeed, and how the magic of the zodiac can guide us. Whether you believe in the stars or not, today, let the magic feel real!

## What the symbol of the Green Wood Snake represents

The snake holds a special place in Chinese culture, as these creatures have long been regarded with deep respect. They symbolize nature and wisdom, appearing in jewelry and even divine imagery. For instance, the goddess Nüwa was depicted with the body of a snake and a human head. Even today, in some regions of China, finding a snake in your yard is considered a good omen.

While real snakes often provoke fear due to their danger and unpredictability, the zodiac’s star symbol is entirely different.
The snake’s green hue signifies calmness and wisdom. It embodies flexibility, adaptability, and creation. The Green Snake symbolizes growth, the ability to adjust to new circumstances, a constant upward drive, and honesty toward the world.

The coming year will be favorable for organizations that approach their marketing and processes thoughtfully. The snake dislikes chaos and abrupt moves, favoring those who act with reason and patience.

Flexibility and adaptability — qualities of this year’s symbol — are equally vital for businesses. Success will come to those unafraid of change, open to innovation, and capable of responding effectively to new circumstances. However, there should be no impulsive decisions—only a well-thought-out and clear strategy. With this approach, a company can achieve growth and prosperity.

## What challenges will businesses face in 2025?

Here, we’ll shift from horoscopes to existing trends that are set to intensify. However, the recommendations tied to the year of the Green Wood Snake remain highly relevant in the context of these “earthly” challenges.

### AI will continue to take over the world

Companies will no longer be able to ignore artificial intelligence in marketing and other areas. According to forecasts, the AI market will continue growing at a rate of [**28.46%**](https://www.statista.com/outlook/tmo/artificial-intelligence/worldwide) annually, reaching [**$826 billion**](https://www.statista.com/outlook/tmo/artificial-intelligence/worldwide) by 2030. For instance, ChatGPT attracts more than [**3.66**](https://explodingtopics.com/blog/chatgpt-users) billion users monthly, highlighting the high demand for AI-powered tools.

The reason is the increasing volume of data businesses collect through various marketing channels. The complexity of manual data processing, the risk of errors, and the workload on specialists will push companies to adopt AI-based services more quickly. This is especially true for digital marketing, where neural networks not only process data but also generate content.

<Img
img="/uploads/AI_v_marketinge_e9492c1f7b.jpg"
alt="AI takes over the world"
/>

### The growing volume of data

The trend toward [**omnichannel**](https://altcraft.com/blog/omnichannel-and-multichannel-marketing) strategies will increase the amount of information businesses receive as they conduct primary marketing communications. The more touchpoints a business has with a customer, the higher the likelihood of successful conversion. Therefore, companies will need to adapt to customer-preferred communication methods, be accessible on all platforms, and handle large-scale data (big data).

To respond promptly to user actions and gather data, businesses will continue implementing marketing automation. Currently, [**79%**](https://www.emailvendorselection.com/marketing-automation-statistics/) of marketers report automating the customer journey, and this trend is set to grow. By 2030, the marketing automation market is projected to reach nearly [**$14 billion**](https://www.emailvendorselection.com/marketing-automation-statistics/).

With this growth, it will become crucial not only to automate data storage but also to ensure accurate data collection and processing. Machine learning can assist professionals in achieving this.

### The need for personalization

[**80%**](https://ecommercebonsai.com/personalization-statistics/) of consumers are more likely to purchase a product if the offering is personalized, and [**66%**](https://ecommercebonsai.com/personalization-statistics/) expect brands to address their individual needs. Therefore, in 2025, every campaign and communication must be designed to align as closely as possible with individual preferences.

<Img
img="/uploads/personalized_mailing_521a5cd74c.jpg"
alt="Personalized mailing from Etsy based on individual preferences"
src="Personalized mailing from Etsy based on individual preferences"
/>

Personalization is only possible with sufficient customer data that is effectively processed and analyzed. Specialized platforms make this feasible: Customer Data Platforms (CDPs). These multifunctional systems aggregate information from multiple sources, process, store, and utilize it to tailor offers to individual users. For example, in [**Altcraft Platform**](https://altcraft.com/en), data is consolidated into a unified dashboard from all available channels. The platform also supports email campaigns, Push notifications, SMS, and messenger communications.


### The need for data protection

As the volume of data grows, the number of cyberattacks and data breaches also increases. Global financial losses from such incidents have risen from [**$3 trillion**](https://www.embroker.com/blog/cyber-attack-statistics/) in 2015 to an estimated [**$10.5 trillion**](https://www.embroker.com/blog/cyber-attack-statistics/) in 2025. These breaches result in not only economic losses but also reputational risks and legal issues.

In the coming year, businesses will need to strengthen the security of personal data and the systems processing it. Users want assurance that their information won’t be shared with third parties, making automation a compelling argument for consumers. For instance, when an email campaign service operates without direct human access to email databases and other information, data theft becomes impossible.

### The shift of commerce to marketplaces

Currently, 2.71 billion people worldwide shop on marketplaces. By 2025, the number of online shoppers is expected to reach 2.77 billion. Next year, e-commerce will continue solidifying its position in product sales, prompting businesses—including offline sectors and digital marketing—to adapt to this channel.

Mobile traffic is also increasing in marketplace shopping. According to [**data**](https://www.statista.com/topics/871/online-shopping/#topicOverview) from the third quarter of 2024, smartphones dominate when visiting online store websites. This underscores the importance of optimizing selling resources for mobile devices, including mobile-friendly websites and the development of dedicated apps.

<Img
img="/uploads/the_development_of_dedicated_apps_c52090711b.jpg"
alt="For example, L’Oreal has a virtual try on service within their app"
src="For example, L’Oreal has a virtual try on service within their app"
/>

### Economic uncertainty

Global instability, geopolitical conflicts, fluctuations in exchange rates, and key interest rates are likely to continue influencing businesses in 2025. This means potential changes in supply chains, rising prices, and the withdrawal of companies and services from local markets. During times of crisis, customers become more selective and demanding regarding their expenditures. Loyalty to a brand and a clear understanding of the value of purchasing a product or service take center stage.

In such a situation, businesses need to build stable and well-thought-out relationships with their customers and increase engagement in communication. This requires the development of a sound marketing strategy.

## How marketers can tackle the challenges of 2025

- **Create a promotion strategy.** Remember, the symbol of the year is the snake (a sign of wisdom), so moving forward without a clear roadmap is unwise. At the same time, it’s essential to account for the surrounding instability and prepare a backup plan. 
- **Adopt flexible tools** that can adapt to new economic conditions and shifts in user preferences. Such services include CDPs, which create proprietary databases and use them for personalized offers. 
- **Apply a data-driven approach in your work:** analyze customer preferences using AI capabilities that process large volumes of data, [**predict user behavior**](https://altcraft.com/blog/ml-best-send-time), and generate personalized offers. 
- **Automate routine processes** to improve efficiency, speed up responses to customer inquiries, and free up time for strategic planning. With Altcraft Platform, you can implement any marketing strategy, including omnichannel campaigns, personalized offers, mailings, testing, and more. 
- **Ensure transparency across all marketing processes.** In times of uncertainty, it’s crucial to avoid internal chaos. Only a well-thought-out system for data collection, storage, and analysis will provide stability and confidence, which will be especially critical in 2025.


## Summary

The green snake, the symbol of 2025 in the Chinese calendar, will bring success to those who demonstrate flexibility, wisdom, and conscious planning. Businesses will face new challenges: the growing influence of technology and AI, the increasing volume of data and the need to protect it. The demand for a personalized approach will intensify, and the transition of commerce to marketplaces will accelerate. Meanwhile, companies will need to operate in an environment of economic and technological uncertainty.

To improve business performance, marketers must act strategically, demonstrate flexibility, and implement systems that can quickly adapt to new challenges. It’s crucial to rely on data for planning and personalization while ensuring transparency in the processes of data collection and storage. One solution to tackle these challenges is the use of CDPs. And, of course, don’t underestimate the role of good fortune in the year of the green snake!


The green snake of 2025 favors flexible, wise planning. Marketers must embrace AI, personalization, CDPs, and data transparency to thrive.

The-green-snake.png

About what CM and CJM are, how they differ, their roles in your business’s success, and which approach is best to use.

Green Snake 2025: A Symbol of Business Success for New Year

Green Snake: How a Symbol of Flexibility and Adaptability Can Help Businesses in 2025

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

bnb-bank-kejs-v-menyu.png

The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

Interesting and useful articles about marketing, our product and online communications

Don't forget to subscribe to our Blog