Altcraft: Key Highlights of 2025

Date: 2025-12-30 | Time of reading: 5 minutes (969 words)

2025 was a productive and eventful year for Altcraft. We released several meaningful platform updates, shared our experience with the community, and published in-depth articles. Below is a summary of the year: what we achieved, what we learned, and where we’re heading next.

The Most Interesting Cases: Our Clients’ Success Stories

The 2025 cases clearly show what business results can be achieved with the Altcraft Platform:

Vyberu (financial marketplace) — in just two months, the team rolled out Altcraft CDP and automated communications. Disparate customer data was consolidated in one system, which led to more accurate audience segmentation and higher campaign efficiency. The impact was immediate: CRM marketing ROI rose to nearly 250%.
RuStore (app store) — since 2024, the Russian app store RuStore has used Altcraft tools for audience retention and engagement. The number of app installs among users who received communications increased by 235% (Q2–Q3 vs. Q4 2024). Targeted campaigns also brought back more than 1,000,000 churned users. Over the year, the RuStore team launched more than 430 campaigns, reaching about 46 million users—a clear demonstration of the scalability of the Altcraft Platform.

Altcraft Platform Updates: New Capabilities

This year, we released several major updates to the Altcraft Platform: new modules and tools were added, the interface became more intuitive, and the platform grew faster and more stable.

Key highlights of the year:

Global control groups. A way to exclude part of the audience from communications and compare results against the main group to measure the real impact of campaigns. Stratification is supported, so test and control groups are formed with subgroups taken into account. Read more here.

Mobile SDK. Added support for JWT and R-tokens for reliable and secure push delivery, convenient in-app event tracking with data written to the user profile, and simplified GitHub-based integration for iOS and Android.

Loyalty program. A full-featured module for bonuses, discounts, and promotional mechanics. Participants, points, tiers, promotions, transactions, and reports are centralized in one place and linked to the profile database. The module supports reward and qualification points, product promotions with complex combination rules, scenarios with loyalty control nodes, APIs for integrations, a customer profile view, and dedicated analytics.

Campaigns. A new top-level object that brings together audiences, messages, scenarios, and other activities within a single marketing initiative. Campaigns also support control groups to measure the real impact of communications.

NPS surveys in web forms. Net Promoter Score surveys can be embedded directly into website forms to quickly collect feedback and identify where the product or service needs improvement.

Updated admin panel. The interface was fully redesigned based on user feedback, new management features were added, and the panel now runs faster and more reliably. Read more here.

New block-based email editor. Emails are built from ready-made blocks in minutes, with no coding or layout skills required, thanks to integration with Pixcraft.

Platform entity attributes. Custom fields and labels can be created for profiles, campaigns, and scenarios and used in segments, search, emails, and the API.

Blog Highlights

Alongside product development, we continued to write about market trends and practical marketing topics on our blog. In 2025, marketers were especially interested in three areas: lifecycle marketing, personalization in customer communications, and the role of technology partners in complex digital projects. We published in-depth articles on each of these topics.

Smart Offboarding: Ending on the Right Note

Customer offboarding remains one of the most underestimated stages of the lifecycle. While most teams invest heavily in acquisition and onboarding, the exit experience is often left unmanaged. In this article, we explain why the way a customer leaves matters just as much as how they arrive. We look at typical exit scenarios—subscription cancellations, account deletions, churn—and show how a clear, respectful offboarding process shapes long-term brand perception. A well-designed exit flow reduces negative sentiment and increases the likelihood that users will return in the future.

How to Surprise a Customer on Their Birthday

The article frames birthday messaging as a lifecycle touchpoint that can strengthen loyalty and also drive purchases, especially when the offer is easy to redeem and the message feels personal. It gives concrete guidance on building better birthday communications: set a goal, personalize (name, relevant recommendations), avoid clichés, use good design, set clear validity periods, and segment the audience for more relevant offers. It also proposes a multichannel sequence (email, push, follow-up SMS) and lists campaign mechanics from basic promo codes and bonus points to interactive ideas like a virtual scratch card, plus common mistakes to avoid (timing, spammy frequency, empty greetings).

System Integrator: What It Is and How to Choose One

This article explains what system integrators do in practice: they connect separate IT systems into one working environment and design an architecture around business goals, not just “set up a tool.” It outlines common integrator specializations (CRM/ERP, marketing platforms, infrastructure, cybersecurity, and niche domains) and walks through a typical project flow from audit and planning to design, implementation, testing/training, and ongoing support under an SLA. The final section gives a clear checklist for choosing a partner, including experience, technology expertise, team composition, delivery approach, support terms, and pricing transparency.

What’s Next

This year marked a period of growth, collaboration, and innovation for Altcraft. We significantly strengthened the product, delivered strong results for our clients, and gained valuable experience along the way.

We’re not stopping there. 2026 brings new ambitious projects, further expansion of the platform’s capabilities, and new directions in marketing automation. We’ll continue evolving the Altcraft Platform to meet the needs of demanding teams and large-scale businesses.

Thank you to all Altcraft blog readers for being with us throughout the year. May 2026 open new paths to growth and new opportunities at every step. We wish you success, inspiration, and steady business development.