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<Video url="https://www.youtube.com/embed/3A_FFiggcN8?si=Lraq_RotIAJKzojC" />

Brands that use cross-channel marketing achieve a [**retention rate**](https://altcraft.com/blog/retention-rate-how-to-calculate) of [**89%**](https://blog.flarelane.com/nine-statistics-about-cross-channel-marketing-you-should-know/). This is why companies are expanding their communication channels to cover more customer touchpoints. However, this also increases the workload for marketers and the amount of data that needs to be processed.

IT technologies solve this problem by enabling marketing automation. This approach reduces the burden on marketers and enhances the effectiveness of promotional efforts.

In this article, we will explore what marketing automation is, why it is necessary, how it works, and what role [**CDP**](https://altcraft.com/en) plays in this process.

## What is marketing automation

Marketing and sales automation is a strategy based on the use of IT tools to perform routine tasks. Such technologies help reduce the burden on employees, speed up processes, and enhance the effectiveness of audience interactions.

Automated systems take over tasks that require significant time investment, allowing specialists to focus on more complex and strategically important aspects of the business.

For which areas marketing automation can be applied:

**Collection and analysis of customer information.** Data is collected from websites, social media, and other sources, then analyzed and presented to marketers in a convenient and visual report format.

**Audience segmentation.** The marketing automation system uses the collected data to identify separate customer groups for targeted marketing and personalization.

<Note>
Want to learn everything about audience segmentation? [**Read the article**](https://altcraft.com/blog/customer-segmentation-models).
</Note>

**Email, push, SMS, and messenger campaigns.** The marketing automation platform integrates with different promotion channels, allowing messages to be sent from a single source.

**Website management.** There is an automated system for website promotion that handles SEO. Other tools manage dynamic elements on web resources, such as [**pop-ups**](https://altcraft.com/blog/what-popups-are), ads, and more.

**Advertising campaign automation.** In digital marketing, the customer journey can be fully automated. For example, a user clicks on an ad, lands in a chatbot, or receives a message in a messenger based on the contact information they've provided. Then, the message sequence engages them and guides them toward making a purchase.

Automation is also applied to advertising campaigns, including launching targeted and contextual ads. Modern systems can suggest optimal audience options and self-learn to improve efficiency.

**Content publication.** Automation systems allow you to plan and publish content on social media according to a schedule. Some tools can even automatically generate advertising creatives, partially replacing the work of a designer.

## How automation increases marketing efficiency

According to forecasts, the marketing automation market will exceed [**11 billion**](https://www.statista.com/topics/10768/marketing-automation/) dollars by 2030, significantly higher than the 2024 figure. This growth is driven by the fact that automated processes improve marketing and overall business efficiency by optimizing customer interactions and reducing operational costs.

### What are the benefits of marketing automation?

**Time savings.** When routine tasks are automated, marketers have more time and resources for strategic planning and analytics. Specialists are no longer overloaded with operational work, allowing them to work more productively, objectively assess results, and generate new ideas for business development.

**Faster marketing processes.** Automating email campaigns and other communications allows you to set up a promotional campaign once, and then only make adjustments. This eliminates the need to manually send messages to each customer, which saves time and enhances the effectiveness of audience engagement.

When using a customer data platform (CDP), the collection of customer data is significantly sped up, and human error is eliminated.

**Implementation of comprehensive strategies.** Automation enables an omnichannel marketing strategy — seamless communication with customers through integrated channels. This makes interactions more convenient and personalized while ensuring a more consistent customer journey. As a result, the likelihood of conversion increases, as users receive a cohesive experience at every touchpoint with the brand.

**Personalized marketing.** Modern automation systems collect and analyze vast amounts of customer data, allowing businesses to create tailored offers. For example, a customer data platform (CDP) aggregates information about purchases, website activity, and interactions within a company's app. The system then analyzes this data to generate the most relevant offers. This approach enhances user engagement and increases conversion rates.

<Note> For more details on personalization, read the article: [**"4 Сustomer Segmentation Models for Content Personalization in 2024"**](https://altcraft.com/blog/customer-segmentation-models). </Note>

**Faster communication.** Automation enables instant responses to user inquiries, significantly improving the customer experience. Chatbots, automated email campaigns, and other tools help quickly address questions, reduce wait times, and engage the audience in meaningful interactions.

**Transparency and process integration within the company.** Automated systems consolidate user data, allowing businesses to track marketing and sales performance in real time. Analytics help identify weak points in the sales funnel, determine where audiences drop off, and pinpoint opportunities for growth. This leads to better collaboration between teams and improved overall business efficiency.

**Data-driven approach.** Marketing campaigns are built on data analysis and insights from previous strategies, making them more manageable and predictable. Using data allows businesses to optimize budgets, personalize communications, and adjust strategies in real time.

## Why marketing automation increases profitability
Automation fundamentally transforms marketing and sales processes, directly impacting conversion rates. Personalization, fast customer interactions, enhanced user experience, and data-driven campaigns ultimately drive business revenue.

Statistics show that [**80%**](https://www.invespcro.com/blog/marketing-automation/) of professionals using marketing automation have reported an increase in lead generation, while [**77%**](https://www.invespcro.com/blog/marketing-automation/) have seen a rise in conversions. This means that the investment in automation not only pays off but also leads to business growth.

## How to implement marketing automation

To successfully implement marketing automation, follow these key steps:

1. **Set clear goals.** Define measurable KPIs, such as conversion growth, increased sales, or cost reduction. 

2. **Analyze your target audience.** Segment customers to understand their needs and the most effective communication channels. 

3. **Create a customer journey map ([**CJM**](https://altcraft.com/blog/communication-map-and-cjm)).** Identify stages that can be automated. 

4. **Choose the right software.** Decide whether to use an existing solution or develop a custom one. 

5. **Implement the system.** Configure processes in IT tools and integrate them with internal systems and channels. 

6. **Develop a content strategy.** Adapt marketing campaigns for automation. 

7. **Analyze and optimize.** Continuously track performance and adjust the strategy accordingly.

## How marketing automation tools work

The choice of a marketing automation system depends on a company's scale, budget, goals, and tasks. These can include CRM, CDP, email marketing services, analytics tools, and other solutions with different functionalities and capabilities.

Let’s explore which processes can be automated using one comprehensive solution — [**Altcraft CDP Platform**](https://altcraft.com/en/setupDemo).

**Customer data collection, analytics, and management.** The platform enables businesses to collect, analyze, and manage customer data in a single interface while ensuring high security and protection. A user profile accumulates detailed information about customer actions from various sources. The accuracy and volume of data allow for precise audience segmentation, leading to more effective engagement.

 <Img
img="/uploads/client_profile_3114064071.png"
alt="Customer data collection"
/>

**Personalized messaging.** Altcraft CDP leverages customer data to personalize messages, ensuring that each user receives a tailored offer or a unique promo code. The content automatically adapts to individual interests, increasing engagement and conversion rates.

<Img
img="/uploads/email_letter_with_personalization_4a7411ebc7.png"
alt="Personalized messaging"
/>
 
The platform supports all types of messaging, including complex email sequences and fully automated advertising campaigns.

**Advanced analytics.** Reports are generated in real time, with customizable sales funnels. The platform enables cohort segmentation, grouping users based on specific actions, and analyzing marketing campaign performance.

**Omnichannel marketing.** Altcraft CDP integrates with multiple communication channels, enabling a seamless omnichannel marketing strategy. Businesses can send messages via email, SMS, push notifications, and messengers, ensuring smooth and consistent customer interactions.

## Summary

Marketing automation is the [**use of digital tools**](https://altcraft.com/glossary/what-digital-marketing-is-and-how-it-works) to handle routine tasks. It replaces manual work in messaging, analytics, data collection, promotion, and even sales.

Automated processes streamline workflows, save time, and enhance customer experience. They enable the implementation of complex strategies, personalized offers, campaign control, and operational transparency. As a result, automation not only boosts profits but also ensures a return on investment.

Marketing automation streamlines tasks, saves time, enhances CX, enables personalization, and boosts profits while ensuring ROI.

what-is-marketing-automation.png

About what marketing automation is, why it is necessary, how it works, and what role CDP plays in this process.

What is Marketing Automation & How Does It Increase Profit

What is Marketing Automation and How Does It Increase Profit

<Video url="https://www.youtube.com/embed/aPZcGJXXVCM?si=Dm3cBNLz1Mb32bH1" />

Modern marketing takes a comprehensive approach, as new promotion channels constantly emerge, and existing ones continue to evolve. Businesses use omnichannel strategies in both online and offline environments. When developing a marketing campaign, different touchpoints with the audience are considered, so the approach is not limited to just one channel or promotional tool.

Depending on business objectives and campaign goals, ATL, BTL, and TTL advertising approaches are chosen. In this article, we will explain what each of them means, examine their advantages and disadvantages, and help you determine which option is best suited for your marketing strategy.

## What is ATL in marketing

**Above the Line (ATL)** is a "above the line" marketing approach focused on promotion through high-reach channels such as television, radio, print media, and outdoor advertising. The key feature of ATL is that the offer is distributed to a broad audience without precise targeting.

The goal of ATL is to reach as many people as possible. This increases brand awareness, creating the impression that the product is being talked about everywhere.

**Types of ATL campaigns:**

- **Television advertising** — classic commercials or integrations into TV programs.

- **Radio advertising** — pre-recorded audio messages or brand mentions by hosts on air.

- **Outdoor advertising** — billboards on city streets and highways.

- **Publications in mass media** — banners or articles in newspapers and magazines (both online and offline).

- **Event sponsorship** — supporting events with visual brand advertising, printed materials, and special offers.

- [**Product placement**](https://altcraft.com/blog/what-is-product-placement) — native brand integration into movies and TV series, seamlessly woven into the storyline.

<Img img="/uploads/ATL_in_marketing_d1a55ad37d.jpg" alt="Example of product placement in the TV series “Stranger things” by Netflix" src="Product placement in the TV series “Stranger things” by Netflix" />
 
### Advantages of ATL

- **Rapid brand awareness growth** due to broad audience reach.

- **Relative ease of implementation** — it is enough to create an advertising message and adapt it to the chosen channel format (video, banner, etc.).

- **High effectiveness for mass-market products** that are used regularly, such as household chemicals, cosmetics, pet food, and others.

### Disadvantages of ATL

- **High cost** — a marketing campaign on television and in the media can cost several million. This option is often inaccessible for small businesses, especially when it comes to advertising on national channels. 

- **Lack of precise targeting** — ATL advertising does not allow for accurate audience segmentation, increasing the risk of inefficient budget spending without guaranteed returns. 

- **Difficulty in measuring results** – it is hard to assess the campaign’s impact since conversions may occur with a delay. Additionally, tracking the full customer journey to purchase is not always possible.

## What is BTL in marketing

**Below the Line (BTL)** is a marketing approach that focuses on "below the line" promotion, meaning campaigns targeted at specific audiences. This approach involves personalization and adaptation to communication channels that are convenient for the user.

The goal of BTL is to establish an individual line of communication with each customer to lead them to a purchase, often using a data-driven approach. This includes email, push notifications, SMS, and messaging app campaigns. BTL also conducts promotions through other marketing channels, such as in-store events, product tastings, and more. Throughout the process, a customer database is built, or work is done with existing users to increase engagement.

**Types of BTL campaigns:**

- **Personalized email campaigns** — welcome and onboarding email series, individual offers, promotional notifications for different audience segments, and other communications.

- [**Omnichannel**](https://altcraft.com/blog/omnichannel-and-multichannel-marketing) **campaigns** that integrate multiple interconnected channels.

- **Promotional events** — educational, advertising, or other events where users are invited.
Interactive marketing elements on the brand’s website, such as [**pop-ups**](https://altcraft.com/blog/what-popups-are), quizzes, and more.

- **Contests and giveaways** — both online and offline at events.

- **Collaborations** with other brands that have a relevant audience.

<Img img="/uploads/personalized_email_newsletter_and_BTL_campaign_e4269da892.png" alt="personalized-email-newsletter-and-BTL-campaign.png" src="An example of a personalized email newsletter and BTL campaign."/>

### Advantages of BTL

- **Personalization opportunities.** The BTL marketing strategy uses customer data, increasing the chances of conversion. 

- **Relatively lower budgets compared to ATL campaigns.** For example, email marketing can be easily implemented through specialized mailing services. More advanced solutions, such as a [**CDP**](https://altcraft.com/blog/differences-between-cdp-dmp-esp-crm-erp) platform, allow businesses to collect customer data in one place and use it for personalized advertising campaigns.

- **Native format.** With flexible and diverse tools, communication doesn’t have to look like direct selling, making it more appealing to the audience. This approach reduces intrusiveness, which often leads to negative reactions from customers.
### Disadvantages of BTL

- **Limited audience reach.** BTL campaigns don’t achieve the same scale as ATL advertising since they focus on narrower segments. 

- **Resource consumption.** Personalization requires data collection and analysis, while omnichannel marketing complicates the process, as content must be adapted for each channel and technical tools must be configured. 

- **Need for a creative approach.** In a highly competitive environment, standing out and capturing the audience’s attention is crucial. For example, when users receive dozens of emails daily, standard newsletters may go unnoticed.

## What is TTL in Marketing

**Through-the-Line (TTL)** is a marketing approach that combines elements of ATL and BTL. This method merges mass reach with personalized interaction, using the best practices of both approaches.

The main feature of TTL is the integration of marketing communications through interconnected channels. Offline contact seamlessly flows into online, and vice versa, creating a unified user experience.

**Examples of TTL campaigns:**

- **A billboard with a QR code** leading to an interactive element on the brand's website. 

- **Flyers at an offline event** directing to an online contest. 

- **TV ads** inviting people to attend an offline brand event.

Since TTL combines ATL and BTL, its advantages and disadvantages depend on the specific campaign format. However, it is the synergy of these approaches that enables the creation of the most creative marketing solutions.

It’s important to understand that TTL strategy is complex to implement. Its effective use requires significant resources and expertise, so this approach is suitable for ambitious brands ready for large-scale integrated campaigns.

## How to choose the campaign type: ATL, BTL, or TTL

To determine which approach is best for your business, there are three main steps:

1. **Properly define the goals of the campaign:** raise awareness, engage the audience in communication with the brand, increase sales, etc. 

2. **Analyze resources.** It’s important to assess the cost-effectiveness of the campaign and the business’s capabilities to execute it. For example, not every marketing budget can cover a video production and TV advertisement. 

3. **Define the target audience for the campaign.** This includes the customer base and user data already available. In combination with the goals, this helps decide the audience reach for the advertisement: mass reach with an ATL approach, niche targeting with a BTL approach, or a mix with TTL. It also helps identify the communication channels. For example, a younger audience is unlikely to see your ad on TV, while an older one may not check YouTube.

When implementing one of the methods, it’s essential to constantly analyze and optimize campaigns to improve results. Given the constant evolution of digital tools, it’s important not to stand still — adapt and utilize new opportunities.

## Trends in ATL, BTL, and TTL for 2025

**Artificial Intelligence continues to be integrated into marketing:** it is used for idea generation, content creation, and the collection and processing of user data. The implementation of AI in ATL, BTL, and TTL will enhance advertising campaigns and simplify their creation.

**Omnichannel marketing.** The introduction of seamless transitions between communication channels is gradually blurring the lines between ATL, BTL, and TTL, opening new opportunities for their integration and increasing the effectiveness of marketing campaigns.

**Enhanced personalization.** As competition grows, the ability to offer customers the most suitable solution is becoming not just an advantage but a necessity. Therefore, companies are actively implementing IT tools, and tasks such as data collection and processing, as well as newsletters, are increasingly being addressed through marketing automation. This not only simplifies processes but also improves personalization, making customer interactions more precise and effective.

**Expansion of virtual and augmented reality capabilities.** VR and AR are transforming ATL, BTL, and TTL campaigns by extending their reach through both online and offline channels. These technologies create a wow-effect and a unique customer experience that enhances brand perception and influences purchase decisions. For example, the virtual "try-on" feature for furniture allows customers to see how an item will look in their interior before making a purchase. This significantly increases the likelihood of a sale.

**The development of** [**voice search**](https://altcraft.com/blog/voice-search) **and smart speakers** is changing ATL, BTL, and TTL strategies, prompting marketers to adapt campaigns to this information-gathering channel. Communication is becoming simpler and more conversational in order to align with user queries.

## Summary

ATL — advertising aimed at a mass audience through TV, radio, and media without precise targeting.

BTL — campaigns targeting specific segments with the possibility of personalization. Implemented through email marketing, push notifications, SMS, messages in messengers, as well as offline events.

TTL — a combined approach that integrates ATL and BTL tools to create comprehensive marketing campaigns.

The appropriate method is chosen based on goals, audience reach, and advertising budget. AI, data-driven approaches for personalization, AR, VR, omnichannel strategies, and voice marketing are actively used in campaign creation. The [**CDP Altcraft**](https://altcraft.com/en) helps implement such strategies by enabling data collection and analysis, audience segmentation, and automated marketing communications.

ATL targets a mass audience, BTL focuses on personalization, and TTL combines both. AI, AR, VR, and data-driven marketing enhance campaigns.

atl-btl-ttl.png

About what each of them means, examine their advantages and disadvantages, and help you determine which option is best suited for your marketing strategy. 

ATL, BTL & TTL: What to Choose, Pros & Cons of Each Type

What Are ATL, BTL, and TTL: Everything about Advertising That Works

<Video
url="https://www.youtube.com/embed/a-eWamlgC_I?si=mPlbU-ZpsPqYWrvG"
/>

Every day, more than [**400**](https://explodingtopics.com/blog/data-generated-per-day) million terabytes of data are generated worldwide. This number has been steadily increasing in recent years and will continue to grow. Amid this data deluge, marketers are receiving more information from various communication channels. However, the volume of data has grown so large that manual processing is nearly impossible. This has led to the rise of marketing automation, where advanced software takes on a significant portion of the workload.


In the past, only custom-developed solutions were available, but today the market offers a wide array of ready-made options. In this article, we will explore what marketing software entails and which option to choose: building software from scratch tailored to specific needs or leveraging existing platforms.


## Marketing software: why it matters


Marketers handle vast amounts of data and manage multiple promotional channels. Managing everything manually consumes significant time and resources, impacting productivity and work quality. Employees become bogged down in routine tasks, leaving little time for strategic thinking. That’s why using marketing software in 2024 is a must-have for modern businesses aiming for growth. Marketing software doesn’t replace human effort—it optimizes and accelerates processes.


### Why marketing and sales automation is essential:


- **Time savings.** Routine tasks are handled by IT services, while marketers oversee and guide strategies, including complex ones that would be impossible with manual work. 

- **Personalization.** Modern marketing automation software gathers user activity data from various resources. This data provides a complete understanding of customer preferences, enabling personalized offers. 

- **Speed of operations.** Marketing software is designed for automatic information collection, mailings, and other functions. This accelerates customer communication, allowing instant responses. For instance, email marketing software often includes trigger message settings that react to user actions. 

- **Data analysis.** Even free marketing software includes analytics tools that are essential for tracking campaigns, making adjustments, and planning future projects.


## Custom software development for marketing


Custom or bespoke software development involves creating an IT product tailored to the specific needs of a business. This is a new product developed from scratch and kept within the company.


### How custom software development works:


1. **Client request and analysis of marketing needs.** The required features and functionalities of the future product are identified. 

2. **Architecture planning.** The software’s components, design, and capabilities are outlined and structured. 

3. **Development.** This stage involves writing the code and implementing the product plan. 

4. **Testing.** The functionality of the software is evaluated, with specialists identifying and fixing errors. 

5. **Implementation.** The product is launched, and marketing and sales activities transition to the new system. Additionally, software support ensures issues are resolved and helps marketers adapt to the new workflows.


### Advantages of custom software development


- **Uniqueness.** Competitors don’t have access to the same functionality as your business. 

- **Flexibility.** Custom development is tailored 100% to the brand’s marketing needs, enhancing efficiency and accelerating integration with other tools. 

- **Scalability.** The software can be adapted to new marketing challenges as they arise. 

- **Control.** A product designed specifically for your business remains entirely within the company.


### Disadvantages of custom software development


- **Cost.** Custom solutions are more expensive because they require significant resources and the dedicated effort of a development team. 

- **Risk of unpredictable outcomes.** Even an experienced team may end up delivering software that doesn’t meet the client’s expectations. 

- **Execution time.** Custom products aren’t built quickly; starting from scratch is often a lengthy process that can take months. 

- **Support challenges.** For a new custom product, there won’t be ready-made solutions for addressing technical issues, which requires additional resources and time.


## Off-the-shelf marketing software


An off-the-shelf solution is software developed for use by various businesses and offering a wide range of functionalities. These IT products are designed to adapt to different workflows, providing tools to choose from. However, full customization is not possible with such solutions.


### Advantages of off-the-shelf solutions


- **Cost.** Unlike custom development, off-the-shelf software requires fewer resources, which ultimately lowers its cost. 

- **Implementation speed.** Ready-made software comes with clear and well-tested integration processes for new businesses, along with the team’s expertise in problem-solving. 

- **Software support.** The implementation of off-the-shelf solutions is often accompanied by support from the development team. 

- **Variety.** The market offers software solutions tailored to specific business industries and marketing directions, making it easy to find a suitable option for your needs.


### Disadvantages of off-the-shelf solutions


- **Lack of uniqueness.** Competitors can use the same features and capabilities. 

- **No universal solution.** Despite the variety of marketing products available, it’s impossible to cover all business areas or satisfy every client. Some niches may not find a suitable off-the-shelf solution. 

- **Scalability challenges.** Issues may arise when new communication channels appear that require integration.


Custom solutions are ideal when a unique approach or specific functionality tailored to a business is required.


However, off-the-shelf software stands out for its quick implementation, cost-effectiveness, and accessibility to proven, out-of-the-box features. It allows businesses to get started immediately, minimizing the time and resources spent on development and testing.


## Examples of ready-made marketing solutions

**CRM (Customer Relationship Management)** — a tool that consolidates customer data and interactions into a single source, helping track the buyer's journey and sales funnel.

<Img
img="/uploads/How_CRM_works_4929d983a2.png"
alt="Customer Relationship Management System"
/>

### Examples


<Table>
| Example | Description |
| ------ | ------ |
| **amoCRM** | A product that allows you to build a sales funnel and collect data on contacts with your audience from emails, messengers, website forms and phone calls. |
| **Bitrix24** | Business and customer communication management system. Integrates data from social networks, Telegram, phone calls and other sources. |
| **S2** | Flexible CRM with end-to-end analytics and customizability. Used to track the customer journey as well as control financial accounting. |
</Table>

A marketing analytics service is a tool that accumulates data about customers and translates it into visual reports. The marketer then draws conclusions and builds promotion strategies based on them.

<Table>
| Example | Description |
| ------ | ------ |
| **Roistat** | End-to-end and multichannel analytics service for tracking funnel stages. Data collection on dashboards, cohort analysis and A/B testing capabilities. |
| **Yandex. Metrica** | A tool for tracking traffic sources, studying user behavior on websites and evaluating the effectiveness of attraction channels. |
| **Calltouch** | A tool for end-to-end analytics with Big Data, lead scoring, identifying where customers came from, and other features. |
</Table>


**CDP (Customer Data Platform)** is a platform that collects customer data from various sources, combines them into a single profile and provides opportunities for analysis, personalization, development and implementation of marketing strategies. CDP marketing also provides detailed audience [**segmentation**](https://altcraft.com/blog/customer-segmentation-models), allowing for more precise customization of customer interactions.


<Img
img="/uploads/cdp_platform_workflow_b6ed8364b8.png"
alt="CDP flowchart"
/>

## Advantages of using Altcraft CDP

The platform aggregates customer data from various sources and records all points of interaction with the brand. This information is consolidated into a single profile, providing marketing teams with a comprehensive view of each customer. This enhances the personalization of offers and enables more precise audience segmentation, which plays a key role in the effectiveness of marketing campaigns.

<Img
img="/uploads/sommunication_channels_with_customers_in_Altcraft_Platform_8bfdaeb22c.png"
alt="Single customer profile in Altcraft Platform"
src="Single customer profile in Altcraft Platform"
/>

The service also offers omnichannel marketing: campaigns can be sent through a unified interface across email, push notifications, messengers, and SMS. Additionally, tools are available for managing loyalty programs, conducting surveys, using a drag-and-drop email builder, and performing tests.

<Img
img="/uploads/communication_channels_with_customers_in_Altcraft_Platform_d8c4cc83d0.png" 
alt="Communication channels with customers in Altcraft Platform" 
src="Communication channels with customers in Altcraft Platform"
/>

[**CDP Altcraft Platform**](https://altcraft.com/en) streamlines marketing processes, making them more efficient, reducing time costs, and driving increased sales.

Examples of improvements achieved by clients using the platform:


- At Uzum, the company saved [**20**](https://altcraft.com/blog/uzum-reduced-push-notification-case) working hours per week and reduced push notification opt-out rates by 23%. 

- BNB Bank increased client transactional activity by [**36%**](https://altcraft.com/blog/how-bnb-bank-increased-transaction-activity-case). 

- Sales at Dau Relationship Marketing Agency grew by [**62%**](https://altcraft.com/blog/increased-sales-of-the-online-cinema).


## Summary

In modern marketing, with its vast scale of data and promotion channels, tools for processing information and automation are indispensable.

Custom development addresses brand-specific needs but is usually costly and not always accessible for most companies. Ready-made solutions offer standard functionality, which is sufficient for implementing marketing strategies, and their adoption is simpler and faster than custom-built options.

CDPs, CRMs, and platforms for automation and analytics collect customer data, process it, configure personalized campaigns, ensure [**omnichannel**](https://altcraft.com/blog/omnichannel-and-multichannel-marketing) communication with the audience, and provide detailed and transparent analytics. Ready-made software solutions strengthen marketing strategies and help increase profitability.

In modern marketing, tools like CDPs and CRMs automate processes, collect data, and improve strategies, while custom solutions are costly and slower.

po-dlya-marketinga.png

About how CDPs and CRMs, automate processes, collect data and improve strategies, while customised solutions are costly and slower.

Custom or Ready-Made Marketing Software: What’s Best for You

Off-the-Shelf Solutions or Custom Development: How to Choose Marketing Software

<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. 

2. **Collect customer data and segment it.** Analyze the value of customers to the business by calculating the key metrics used in CVM. 

3. **Develop a plan** to increase customer value through available channels and tools. Use personalization, campaigns, and other forms of interaction. 

4. **Execute campaigns.** Utilize marketing management software, such as CRM, CDP, email campaign services, and more. 

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"
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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!

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## 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

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