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Altcraft CDP is an omnichannel marketing platform for automating communications via Email, SMS, Mobile and Web Push, and messengers. Collect and manage customer data in a single system. Launch personalized campaigns and improve conversion rates.

<Video url="https://www.youtube.com/embed/QCgnzNNK6LQ?si=NTsUbuswBPyiy_9Y" />

Customer reviews are a key part of marketing. According to statistics, [**95%**](https://shapo.io/blog/review-statistics/) of users read opinions about a product or service before deciding to buy. But people don’t always leave feedback willingly — especially positive feedback.

In this article, we’ll cover where and how to collect feedback most easily and share templates for inspiration.

## Why You Should Collect Customer Reviews

**What real customer reviews give your business:**

**They increase sales.** Online shopping almost always includes review-checking, especially on marketplaces where reviews are the main decision-making tool. Products with high ratings get purchased more often, and strong feedback shortens the path to conversion.

<Note>
But if a product has one positive review among dozens of bad ones — or nothing but endless praise — it raises doubts. It’s better when there are negative and neutral reviews too; the picture looks more realistic.
</Note>

**They help improve the product.** Customers share what they liked, what didn’t work, compare products, and offer ideas for making them better.

**They provide native content.** Buyers can leave not only text reviews but also film videos, post photos, and tag the brand. This is extremely valuable content because the brand spends almost nothing to create it — and a customer review post can keep working for a long time.

**They improve search rankings.** Reviews contribute to SEO and help push brand pages higher in search results. They’re also used in rich snippets — extended information blocks in search listings.

**They support the brand’s image.** This is the principle of social proof: people make buying decisions based on others’ opinions. Customers also look at how the brand responds to both positive and negative reviews.

## When to Ask for Reviews

The right moment to request feedback depends on the product or service. Some things can be evaluated immediately, while others require time to try out.

**Right away.** This is when the customer receives a review request right after the purchase or within a day or two. The “moment of joy” from the purchase is still fresh, and they’re more likely to share their impression. For example, this works well after a flower delivery.

**After a week or two.** This works for products that need to be tested. For instance, to evaluate whether new sneakers are comfortable, you need to wear them to a workout.

 
<Img img="/uploads/when_to_ask_for_reviews_abe72952ed.png" alt="when-to-ask-for-reviews.png" src="Source: reallygoodemails.com"/>
 

**After a positive score.** If you use a star rating, point scale, or similar quick-feedback form, this can be a stepping stone toward getting a full written review. If someone already reacted positively, ask them for a more detailed response.

**When the customer returns.** A returning customer is most likely satisfied with your product or service. Such a loyal user is usually willing to leave a review about what they enjoyed.

## Where to Ask Customers for Reviews

**What the options are:**

**Email campaign.** After a purchase or at a set time, an email is sent asking for feedback.

 
<Img img="/uploads/where_to_ask_customers_for_reviews_7f449546f5.png" alt="where-to-ask-customers-for-reviews.png" src="Source: reallygoodemails.com"/>
 

**Short-message channels.** You can collect reviews via SMS, [**push notifications**](https://altcraft.com/blog/mobile-marketing-101-push-notifications), or directly inside a mobile app through its built-in interface.

**QR codes.** Useful for offline businesses: stores, restaurants, salons, and more. A QR code leads to the main review channel — a website, maps, social media pages, etc. Codes can also be placed on packaging or receipts.

**Phone survey.** Another option is calling the customer after their purchase to ask about the product and service. A simpler version is using a numerical rating scale. The process can be automated so the call comes from a robot rather than an operator.

## How to Motivate a Customer to Leave a Review

**Just ask.** Customers rarely think about the fact that companies need reviews. They usually write only when something goes wrong. So it’s important to remind them they can leave feedback — and give them a direct link right away.

**Explain the importance.** When you explain that feedback helps improve the product and make the service better, satisfied customers are more willing to leave it.

 
<Img img="/uploads/how_to_motivate_a_customer_to_leave_a_review_2a9079503f.png" alt="how-to-motivate-a-customer-to-leave-a-review.png" />
 

**Offer a reward.** You can give bonuses for reviews: discounts, free materials or products, participation in giveaways, or access to exclusive deals. There are many formats. For example, leaving a review can be a step in a loyalty program progress bar or part of a separate promotional campaign.

 
<Img img="/uploads/offer_a_reward_db637158b8.png" alt="offer-a-reward.png" />
 

**Make the CTA clear.** The call to action should be written as clearly and directly as possible.

**Don’t complicate it.** No long registrations, extra conditions, or questions that require effort. Everything should be simple and clear.

**Personalize.** Consider the customer’s context and purchase history so the review request feels appropriate. A personal greeting and gratitude for loyalty significantly increase the chances of getting feedback.

 
<Img img="/uploads/personalize_423dcbb718.png" alt="personalize.png" />
 

## Where to Publish Reviews

**On the website.** There are different ways: let users leave reviews directly on the page, include screenshots from other platforms, or set up automatic imports from sources like maps.

**In email campaigns.** Reviews can be added to emails. This activates the [**social proof trigger**](https://altcraft.com/blog/cognitive-biases-as-sales-triggers): “If these people trust it, I can too.”

 
<Img img="/uploads/where_to_publish_reviews_3cdfd048b3.png" alt="where-to-publish-reviews.png" />
 

**In the FAQ.** Analyze reviews and pull out the most common problems and questions. Create an FAQ block to help users find information faster.

## Templates for Asking for Reviews

### Review Request by Tone

**Formal tone.** Hello, NAME! You recently purchased PRODUCT. Your opinion matters to us. Please leave a review via the link — it will take just a minute. As a thank-you, we offer you …

**Friendly.** Hi NAME! Thanks for choosing PRODUCT. Tell us a few words about it here: LINK. By the way, we’ve prepared a gift for you …

**Light humor.** Hey NAME! Have you already become friends with PRODUCT? Tell us how it’s behaving :) It takes less than a minute, and we’ll thank you with a bonus …

### Review Request by Industry

**Finance.** Hello, NAME! You recently used the PRODUCT service. Your opinion about our service and support matters to us. Please leave a review via the link — your feedback helps us improve.

**Retail.** Hi NAME! We’d really love to know how you liked PRODUCT. Tell us briefly via the link — it helps us make your experience even better.

**Healthcare.** NAME, thank you for visiting our clinic. Tell us how your appointment went: was it convenient, did you feel comfortable with the doctor? Share your review via the link — your trust matters to us.

**Insurance.** Hello, NAME! Please rate your experience with PRODUCT on a scale from 0 to 10: how likely are you to recommend us to friends? If you have a minute, add a short comment — it helps a lot.

**Education.** Hi NAME! The “PRODUCT” course is now complete, and we’d love to hear your impressions. What was difficult, what did you enjoy most, which assignments stood out? There’s a gift from us!

**Travel.** Hello, NAME! Thank you for choosing our hotel. We’d love to hear your impressions: what you liked, what stood out — the atmosphere, service, or maybe the small details. Share your review — we want every guest to feel comfortable and at home.

**Restaurant.** NAME, how was your visit? Mark the “ingredients” that worked: flavor • presentation • speed • attentiveness • atmosphere. We’ll be happy if you share more — tell us what you remembered most using the button below.

**IT.** NAME, you’ve tried PRODUCT. Did it help you solve X? Which features were unnecessary, and what was missing? Tell us — it helps us choose what to improve in the next release.

### Follow-Up Request

*Hello, NAME! Recently we asked you to share a review about your purchase. Just a reminder: there’s a gift waiting for you when you respond. We’d really appreciate it if you find a minute to leave a review — it truly matters to us.*

### Responding to Feedback

**How to respond to a positive review**

When a customer writes a good review, the company has a chance to reinforce that impression and turn a satisfied buyer into a loyal one. Gratitude is the key element here. It’s important to highlight the exact details the customer mentioned — it creates a sense of genuine dialogue rather than a template reply.

Example:

*“Name, thank you for your kind words. We’re happy you enjoyed the fast delivery and product quality. We’ll be glad to see you again.”*

**How to respond to a neutral review**

These often include both positive and critical points. Thank the customer for the comment and reinforce the positive sides they mentioned.

Example:

*“Name, thank you for sharing your impressions. We’re glad you liked the product selection. Hope to see you again.”*

**How to respond to a negative review**

You can’t ignore negative feedback. The goal isn’t to argue, but to show you're ready to fix the issue. Acknowledge the problem, apologize, and offer a concrete solution.

Example:

*“Name, we apologize for the delivery delay. Please contact us at the number provided — we’ll resolve the issue and offer compensation. Thank you for writing: your feedback helps us improve.”*


## Checklist: How to Work With Reviews

1. **Address the customer personally:** use their name. 
2. **Choose the right moment** — right after the purchase or a week later. 
3. **Explain** why the review matters (for service improvements, for other customers). 
4. **Keep the request simple** and short. 
5. **Give a direct link** or clear instructions. 
6. **Thank customers for any review** — positive or negative. 
7. **Offer a bonus when appropriate** (a discount, a gift).

templates-reviews-blog.png

Boost customer trust with reviews. We’ve gathered proven ways and templates for asking for feedback and getting responses.

reviews.png

Where and how to collect feedback most easily, plus templates for inspiration.

How to Ask a Customer for a Review: Examples and Feedback Templates

How to Ask for Reviews: Templates and Examples

<Video url="https://www.youtube.com/embed/AY--yJxgWF4?si=TXbG150MqCkd0x98" />

Modern companies have plenty of ways to reach their customers, from emails and SMS to calls and push notifications. Each channel has its own price and level of effectiveness. But how do you calculate the real cost of reaching your audience? What exactly drives the marketing budget up — or helps you cut it without sacrificing performance?

In this article, we’ll break down what makes up the cost of campaigns across different channels, where hidden expenses may arise, and how to keep the budget under control.

## Key Factors That Influence Campaign Costs

There’s no uniform price tag for marketing campaigns. The final budget depends on a set of parameters, each affecting the total amount differently.

### Audience Size

The cost depends not only on the communication channel but also on the number of recipients. Most marketing platforms provide tiered pricing options based on the contact list size or the number of messages sent: for example, up to 10,000, 50,000, or 100,000 contacts. The larger your database (email addresses, phone numbers, or push subscribers), the higher the total cost.

### Platform and Pricing Model

Campaign costs also include the platform of choice and its pricing plans. **Basic plans** are cheaper but often limited, for example, to only bulk messaging and minimal analytics. **Advanced plans** are more expensive but include tools that improve campaign performance, such as:

- integration with CRM and marketing systems;
- multi-step trigger and segmented workflows;
- advanced analytics.

### Design and Content

This category includes:

- copywriting;
- creating visuals, infographics, or interactive elements;
- layout adaptation and testing across different devices and email clients.

The preparation costs depend on the campaign’s level of creativity and complexity, as well as on whether production is done in-house or outsourced.

### Testing and Optimization

To keep campaigns effective, each launch requires analysis and timely adjustments. Usually this involves:

- **A/B testing** of subject lines, content, and send times;
- **tracking key metrics** such as open rates, click-through rates, conversions, and unsubscribes;
- **optimizing campaigns** based on collected data.

These tasks require proper tools and a skilled team: marketers, analysts, and CRM experts. Labor costs vary by project and depend on the team setup and level of expertise.

## Channel-by-Channel Cost Breakdown

To estimate your marketing budget accurately, it’s important to look at each separate channel in detail. Here’s what affects the cost of email, SMS, push, and messenger app campaigns.

### Emails

When calculating the cost of an email campaign, three main factors come into play:

- **1.** **Service plan.** Different platforms feature various pricing plans depending on contact list size and features. Public pricing from major providers for lists of around 50,000 contacts usually starts at about $300 per month and can reach $400–$450 on mid-range plans. Accordingly, monthly costs for lists of around 100,000 to 250,000 contacts range from $500 to $1,500 on average.

- **2.** **Email content.** Prices for creating an email template range from a few hundred to several thousand dollars. For example, when handled by an agency, email design and copywriting may cost around [**$500–$2,000**](https://scopicstudios.com/blog/email-marketing-agency-pricing/) for a single campaign.

- **3.** **Infrastructure and deliverability maintenance.** To prevent emails from landing in spam, you need to set up the required configurations (SPF, DKIM, DMARC) and monitor domain reputation. For large-scale campaigns (over 100,000 emails per month), you may need to rent and warm up a dedicated IP address, which increases the overall price.


*As an example, let’s calculate an approximate budget for a contact list of 50,000 emails in [**Altcraft**](https://altcraft.com/features/personalization). Since the platform includes its own sending gateway, there’s no extra charge for email delivery or infrastructure: the price plan depends on the number of available customer profiles.*

 
<Img img="/uploads/emails_cost_ef0b78a7d3.png" alt="emails-cost.png" />
 

### SMS

SMS marketing has a higher cost per contact than email, yet offers outstanding deliverability and an average open rate of [**90%**](https://altcraft.com/features/omni-channel-marketing). Key cost categories include:

- **Campaign setup and management.** This includes choosing an SMS provider and platform, crafting the message, configuring delivery, and tracking statistics.

- **Message delivery.** A [**typical price per SMS**](https://www.omnisend.com/blog/sms-marketing-pricing/) varies from around $0.015–$0.03 in the US to $0.05–$0.07 in the European Union and up to $0.10+ in other countries. International deliveries usually cost more due to roaming and foreign carrier fees.

- **Database verification and cleaning.** HLR requests help detect inactive phone numbers and reduce paid message volume. For example, out of 10,000 numbers, only 7,000 may be active, which directly affects the total cost.
- To run SMS campaigns through **Altcraft Platform**, an SMS gateway must be connected first. Let’s estimate the cost of sending 5,000 promotional messages priced at $0.03 each.

 
<Img img="/uploads/sms_cost_5f8939b634.png" alt="sms-cost.png" />
 

### Messenger App Campaigns

Messenger apps are among the most engaging communication channels. For example, in WhatsApp*, [**up to 98% of messages**](https://www.ycloud.com/blog/whatsapp-statistics-for-businesses#:~:text=WhatsApp%20has%20an%20industry%2Dleading%2098%25%20message%20open%20rate%2C%20significantly%20outperforming%20email%20(around%2021%25) are opened. Engagement and trust levels here are typically higher compared to email or SMS.

Here’s what affects the cost in this case:

1. **Message rates.** Price per message may vary significantly depending on the country and the messenger app itself. As of the date of publication, [**WhatsApp**](https://business.whatsapp.com/products/platform-pricing) charges $0.025 for a marketing message in North America, while in Germany, the exact same message will cost $0.1365.

[**Viber**](https://www.forbusiness.viber.com/documents/business-messages.pdf) charges €0.0018 to €0.0345 ($0.0021–$0.04) per promotional message and €0.0008 to €0.0227 ($0.00093–$0.026) per transactional message, depending on the country. For business accounts, a mandatory monthly minimum charge of €115 to €175 ($133.12–$202.57) applies.

2. **Campaign organization.** This includes preparing and moderating message templates, configuring delivery, chatbot development and maintenance (if required), and monitoring results.

Below is an approximate WhatsApp campaign budget, assuming a list of 10,000 contacts in the **Altcraft Platform** and pre-approved message templates.

 
<Img img="/uploads/messenger_app_campaigns_9c03a9ecec.png" alt="messenger-app-campaigns.png" />
 

**Altcraft Platform** also enables combining different messenger apps into unified communication flows. Along with WhatsApp, Viber and Telegram, custom channels can also be integrated upon request.

### Push Notifications

Push is one of the most affordable and scalable marketing channels, especially when your business offers a mobile app or a website with web-push subscriptions. Main expenses here include:

1. **Delivery cost.** With an in-house infrastructure, web and mobile push notifications are virtually free. When using SaaS platforms, average costs stand around $0.005–$0.02 per active user. Enterprise solutions or specialized external channels (RCS, OTT-Push) can be significantly more expensive.

2. **Development and content.** Key expenses include creating push templates and maintaining the subscriber database. This covers content production, scenario configuration, and engagement flows.

For **Altcraft Platform** users, push delivery is already included in the pricing plan. Since the platform supports all major push providers, the only expenses you need to account for (aside from the chosen tier) are content preparation and marketing efforts.

## How to Optimize Campaign Costs

Even with well-planned campaigns, it’s important to track performance and manage your budget effectively. Below are practical approaches that help reduce costs and improve audience engagement.

### Cascading Communication Sequences

In multichannel marketing, a major cost-saving rule is to start with the least expensive channels. Launch the low-cost options first and move to pricier ones only if earlier steps couldn’t provide tangible results.
A cascading flow might look like this:

1. **Email** contains the main message and is sent first.
2. **Push** serves a reminder for those who didn’t open the email.
3. **SMS** plays the role of a targeted follow-up for users who didn’t react earlier.

For example, if you send 50,000 emails and reach a 25% open rate, 37,500 users will receive push notifications next. If the push [**CTR**](https://altcraft.com/glossary/ctr-what-it-is-and-how-high-it-should-be) is 15%, 31,875 users will receive SMS messages. This approach keeps coverage broad while minimizing costs for expensive channels.

 
<Img img="/uploads/cascading_communication_sequences_851651d2f0.png" alt="cascading-communication-sequences.png" />
 

### Segmentation and Personalization

Mass campaigns sent to an entire contact list rarely deliver effective results. A number of addresses may no longer be in use, while some readers may treat irrelevant messages as spam, which lowers engagement.

Segmentation helps you refine your audience targeting. For example, you may divide the contact list into subgroups, each with its own communication scenarios:

- **New customers:** welcome and onboarding messages.
- **Active buyers:** personalized promotions, upselling, and cross-selling.
- **Inactive subscribers:** gentle re-engagement messages.
- **Transactional segments:** abandoned carts, incomplete signups, or payment reminders.

To make campaigns even more relevant, use personalization. Modern marketing and [**CDP platforms**](https://altcraft.com/features/cdp) go far beyond simply inserting a customer’s name. They enable:

- using profile data such as [**birthday**](https://altcraft.com/blog/how-to-surprise-a-customer-on-their-birthday) and location;
- inserting dynamic offers based on behavior and purchase history;
- calculating the optimal send time for each user.

This level of customization helps increase CTR and lower conversion costs, since each message hits the mark more precisely.

### Maintaining Database Quality

A large number of inactive contacts harms both the campaign budget and sender reputation. Invalid email addresses still count toward mailing limits, while messages sent via SMS or messenger apps are billed even if the phone number is no longer active.

To prevent this, regularly analyze your database and keep it clean. This includes:

- validating email addresses and phone numbers;
- managing unengaged contacts: for instance, users who haven’t shown any activity for the last 6–12 months can be moved to a dormant segment for reactivation or excluded entirely;
- promptly removing unsubscribed or invalid contacts.

### Performance Measurement and Continuous Optimization

Cost optimization also relies on thorough campaign performance analysis. In addition to opens, clicks, and other basic metrics, it’s crucial to track key ROI indicators, including:

- **CPO (Cost Per Open)** — how much is spent for each opened message.
- **CPC (Cost Per Click)** — the average amount paid for every link click.
- **CPA (Cost Per Action)** — the price of each target action, such as a purchase or registration.

These metrics help with:

- identifying expensive but inefficient channels;
- reallocating the budget to higher-converting sources;
- setting the optimal campaign frequency.

A more advanced analytical approach involves conversion attribution. It accounts for the contribution of all channels in the customer journey, not just the one where the final click occurred. For instance, an email may not drive an instant sale but can “warm up” the customer before another channel completes the conversion.

## Conclusion

The cost of a campaign depends on many factors, including the communication channel and the quality of your contact list. Choose your channels strategically, keep the database clean, track key metrics, and use the platform you choose to its full potential. By understanding where most of the money goes, you’ll be able to build a strategy that lowers the cost per contact and increases overall return.

**Product of Meta, designated as an extremist organization in the Russian Federation.*

***Viber™ is a trademark of Rakuten Group, Inc., blocked in the Russian Federation.*

marketing-campaign-cost.png

A breakdown of how messaging costs are calculated across various channels, what extra expenses may arise, and how to optimize your budget wisely.

how-much-marketing-campaign-cost-blog.png

What determines the cost of sending messages across different channels, and where hidden expenses might appear.

How Much It Costs to Send Messages: Email, SMS, Push, and Messengers

How Much a Marketing Campaign Costs: Email, Push, SMS and Messenger Apps

CDPs are usually associated with retail and B2C, but this case shows the technology works great in B2B as well.
Together with NOVARDIS, Gazprombank Autoleasing implemented Altcraft Platform, unified customer data, and built personalized communications—boosting marketing efficiency.

In this case study, we’ll walk through how the implementation went, what challenges were addressed, and what results were achieved.

## About the Companies

**Gazprombank Autoleasing** is a specialized leasing company that is part of the Gazprombank Leasing Group. It provides vehicle leasing services for small and medium-sized businesses and has offices in 70 cities across Russia. Lease assets include passenger cars, light commercial and heavy-duty vehicles, special-purpose equipment, self-propelled machinery, buses, and motorcycles.

**NOVARDIS** is an IT integrator and developer of custom solutions. For over 20 years, the company has been automating business processes, developing and implementing software products tailored to client needs, and providing ongoing support services. NOVARDIS’ portfolio includes projects in e-commerce, CRM, marketing, logistics, manufacturing, and analytics. The company operates in Russia, the CIS, Europe, South Africa, and Mexico.

**Altcraft** is a developer of Altcraft Platform—an omnichannel CDP for marketing management and direct customer communications. The solution is widely used in the financial, insurance, and IT sectors. Altcraft is a member of the Ryazan Region IT cluster and the RUSSOFT association. In 2021, Altcraft received a diploma from the National Banking Award. Its clients include companies from Russia, Cyprus, and the UAE.

## Implementation Goals

- **Unified customer profile:** building a unified omnichannel communication system by consolidating all fragmented customer data in one place to create a holistic 360° customer profile.

- **Customer data enrichment:** integrating additional information from external sources for a deeper understanding of the customer and their needs.

- **Flexible database segmentation:** ensuring fast and accurate customer segmentation for targeted offers.

- **Customer journey digitization:** automating communications across all stages of the customer lifecycle.

- **End-to-end analytics:** tracking the entire customer journey from the first touchpoint to deal closure, with visibility into conversion at each stage of the sales funnel to assess marketing effectiveness.

## Solution: Implementing Altcraft Platform

### Platform selection and project launch

After reviewing the available options, the Gazprombank Autoleasing team selected Altcraft Platform. The platform could be deployed on-premise within the company’s infrastructure (critical for personal and financial data security), supported integration with internal systems, and fit within the budget. An experienced [**system integrator**](https://altcraft.com/blog/system-integrator-who-they-are-and-how-to-choose-one), NOVARDIS, was engaged for the implementation.

The project started in June 2023. By December 2023, all integration and configuration work was completed and the system passed testing. In January 2024, the platform was fully launched into production.

Altcraft Platform consolidated data from all key sources: CRM, the customer personal account, and external systems. The customer profile is enriched with data from open registries (vehicle registration databases and others), providing the most comprehensive view of the customer.

### Project Progress

More than 200 segments were configured. These include simple building blocks—such as geography, customer industry, number of active contracts, time since the last deal, and others—as well as large segments built on complex logic. Today, a marketer can quickly assemble the required audience from ready-made elements without database queries or script writing. Altcraft offers a convenient visual segment builder, where the necessary conditions can be set in a few minutes, without lengthy exports or manual filtering in Excel.

Advanced logic was implemented for a personalized approach to each customer. For example, a customer loyalty index was developed—a metric calculated using 20+ parameters (interaction history, repeat deals, email response behavior, and more). Based on the loyalty index, the system adjusts email frequency for a segment and adapts tone of voice and content. A “transport profile” was also created, containing information about the types of vehicles a company owns and in what quantities. This made it possible to offer each customer the most relevant products—construction machinery for some, freight trucks for others, and so on.

As part of the project, 12 trigger-based scenarios were also set up, covering key stages of customer interaction. When predefined events or conditions occur, the system automatically sends emails to the relevant recipients.

Email became the primary communication channel. SMS campaigns were also tested, but in the pilot campaign this channel showed very low performance: only about 0.2% of recipients clicked through to the website, and none completed a deal. Given the high cost of SMS, the decision was made to use it selectively for the most critical scenarios, while focusing mainly on more effective and cost-efficient channels.

## Results

- **Increase in repeat sales.** During the development and fine-tuning of the communication strategy in 2023, the share of repeat sales grew by 8%. In 2024, after the full launch of the CDP, this figure increased even further. 


- **Growth in key marketing metrics.** The open rate rose from 25% to 40%, CTOR increased from 4.8% to 10%, and lead-to-quote conversion reached 25%.

 
<Img img="/uploads/results_88a23a3c56.png" alt="results.png" />
 

- **Sales conversion.** Every fourth warm lead generated by marketing reached the offer stage.


- **Fast return on investment.** Revenue from repeat deals and upsell campaigns fully covered the costs within eight months of system operation.


- **Improved marketing efficiency.** The marketing team gained a single, convenient tool that replaced several disconnected services. Instead of manually exporting contacts from the CRM, filtering them in Excel, and uploading them to an external email platform, all steps—from segmentation to campaign launch—are now performed in one Altcraft interface. Performance analytics is also available there immediately.


- **Business impact and integration.** The project showed that using CDP platforms in the B2B segment is justified, but requires a balanced approach that takes into account business specifics, scale, and customer base characteristics. A CDP should not exist in isolation from the rest of the infrastructure. It delivers real value only when deeply integrated with internal systems and core business processes.

## Further Development

Altcraft CDP is now the core of marketing at Gazprombank Autoleasing, and work on the project continues. The company is developing new initiatives, deepening customer micro-segmentation, and setting up integrations with new communication channels.

case-gazprombank-autoleasing-novardis-and-altcraft.png

How Gazprombank Autoleasing improved B2B sales and marketing metrics through data unification and personalized communications with CDP Altcraft.

gazprombank-autoleasing-novardis-and-altcraft-blog.png

About how CDP Altcraft helped Gazprombank Autoleasing consolidate data in one place and improve the effectiveness of B2B marketing.

How CDP drives B2B marketing: the Gazprombank Autoleasing case

CDP for B2B: A Case Study Featuring Gazprombank Autoleasing, NOVARDIS, and Altcraft

uzum-case.png

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

alfastrakhovanie-case.jpg

Updated over 1,500 templates, the open rate for transactional messages is ≈100%

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

Insights, case studies, and deep dives into how modern marketing really works

Digital marketing terms explained in plain language — from A to Z

Calculators for A/B tests and ROI, UTM and QR code generators, and more

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Loyalty programs

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Personalized mailings

A/B/n Testing

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Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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