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We have developed our own system for collecting and storing analytics. It quickly processes large amounts of data, immediately calculates and displays analytical reports. You will receive the necessary information for any time period without delay. 14 summary reports and 13 data sets are available for you.

Any audience in the platform can be automatically synchronized with the external database according to the set schedule. We have implemented this function on request from our customers. It simplifies the life of the marketing department and developers.

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

Import all customer personal data in CDP Altcraft Platform. This way you will have an undeniable advantage, because there are no limits on the amount of data stored in our marketing platform. The more information you have about your customers, the more targeted your email, SMS and push notifications will be.

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When the software is customized for your individual needs, the job becomes easier. All the functionality your business needs will always be at your fingertips. We offer:

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Data-driven marketing involves using customer information to optimize business advertising and marketing communications. Collect data and run it through analytics tools in CDP Altcraft Platform.

What data can be collected:

Segment audiences according to accumulated and combined data in the platform and synchronize them with external information sources. Personalize your mailings in different channels using accumulated data and data from external sources.

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Content is generated using data obtained from external SQL database

Your customers will be able to grow faster and earn more using the new features of Altcraft Platform. We have prepared for you favorable terms of cooperation. Contact us and find out more.

Advanced and functional HTTP API in Altcraft Marketing will satisfy the needs of developers. API supports JSON and XML formats. It is possible to use queue servers (such as RabbitMQ) to import large numbers of client profiles in real time.

Language is not an abstract construction of the learned, or of dictionary makers, but is something arising out of the work, needs, ties, joys, affections, tastes, of long generations of humanity, and has its bases broad and low, close to the ground.

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Create a theme for the form by choosing the appropriate color scheme. Change the style and color of the text. Add photos and YouTube videos to the form. To do this, insert additional code into the required tag.

Design to your taste

Find out what your customers want through questionnaires and surveys. Getting feedback on time will work in favor of your business. If you respond quickly to customer feedback, you will increase their trust and brand loyalty.

High-quality customer feedback

You can customize the logic of the form so that respondents go to different pages depending on which answer they select. This will make your survey or questionnaire more targeted. Before submitting the form, select the «Actions» tab. If the form is completed successfully, the data are automatically imported into your database.

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Questionnaires, customer satisfaction surveys, feedback forms — in Altcraft Platform you can design both simple and complex forms. Any form element can be made mandatory, so you can be sure that the user fills in the required fields.

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You may be interested

An event registered on the platform can be redirected to an external system. This provides endless opportunities for integration. Connect external BI, DMP, CRM and other tools.

In Altcraft Platform, you can set up any scenarios for sending messages through various delivery channels. By analyzing the actions of customers, you can anticipate events many steps ahead. Here are examples of scenarios that can be implemented in our marketing automation service:


Email marketing is one of the most important customer communication channels. Four out of five marketers are more likely to give up social media marketing than email marketing. Here are illustrative examples of the email marketing strategy:


Build messages dynamically based on customer data and specified conditions in the template. This data can be obtained from an external SQL database. Substitute data from an external HTTP service via API or based on data from any web page.

<Img
img="/uploads/ROAS_ROI_ROMI_7292d14939.png"
alt="ROAS, ROI, ROMI"
/>

If your company only invests money in development, but does not earn it, that's definitely something to think about. ROAS, ROI, ROMI metrics are used to evaluate the effectiveness of investments in business and individual areas of work and, as a result, to see the weak spots and make the right decisions to change the strategy.

Each metric is suitable for a different degree of company overview. ROI is a complete assessment of the success of investments; it takes into account all revenues and expenses. ROMI is calculated when working with marketing. ROAS is used for individual advertising campaigns.

Metrics are often confused, so in this post we are going to figure out what they mean, how they differ, and why each is needed. We will also tell you how to calculate ROAS, ROI and ROMI correctly.

## What is ROI

**Return on Investment**, or ROI is used to understand how much is earned from each dollar invested. The ROI formula takes into account the costs of creating, maintaining, and promoting a product. This includes the cost of purchasing materials, salaries, the budget for advertising campaigns, etc.

### Why and how to calculate ROI

The calculation of ROI is important for assessing the profitability of your business: whether investments pay off and whether there is a profit from them. When the ROI is low, the decision is made to close unprofitable projects or change the marketing strategy and the entire direction of the company's development. ROI saves you from wasting your budget and tells where to invest money to get a better result.

**ROI formula (%):**

<Img
img="/uploads/ROI_b6b5495f5a.png"
alt="ROI formula"
/> 

ROI is calculated for a certain period, but during this period there should not be a dramatic change in circumstances, such as price hikes, new suppliers, and so on. In the formula, **revenue** is the money earned by the company. **Costs** include all investments made.

Also, the time interval for calculation depends on the sales cycle length.

What is a good ROI? Usually a result above 0% means that you have made a profit. Below that figure means the business is losing money. Exactly 0% ROI means that the business has paid off the investment, but has not earned anything.

*Example. In September, a sportswear store spent 10,000 dollars to update its clothing collection, paid employees 5,000 dollars in salary, and bought advertising for 3,000 dollars. This month, the store's sales amounted to 22,000 dollars. ROI = (22000-18000)/18000=22%. This is not a high value, but at the same time, the costs paid off in full, and the store's activities in September made a profit.*

### How to increase ROI

* **Check the effectiveness of marketing channels** and disable or adjust those that bring low results.
* **Work with your target audience.** It is possible that [**low quality leads**](MQL-and-SQL) are coming in because you are addressing the wrong people in your ads.
* **Connect sales and marketing** if there is inconsistency or problems getting information to another department. Sometimes a successful advertising campaign comes to naught if the sales team does not handle leads the right way.
* **Revise your business goals** and make sure they are realistic. Exaggerated plans will not bring results if there are not enough resources.

## What is ROMI

**Return on Marketing Investment**, or ROI is used to understand how much is earned from every dollar invested in marketing. Marketing expenses include the costs of advertising, promotions, events and other marketing activities. It can also be calculated for individual channels, such as [**messenger**](messenger-marketing) or email campaigns, contextual advertising, and so on.

### Why and how to calculate ROMI

The metric is important for evaluating the effectiveness of promotion. ROMI gives businesses a broader view of marketing. If you evaluate the superficial result (the number of clicks, applications, etc.), you can decide that the campaigns are successful. However, after calculating the return on investment, it turns out that you spend more money on marketing than you earn from it.

**ROMI formula:**

<Img
img="/uploads/ROMI_0dbda34671.png"
alt="ROMI formula"
/>

The ROMI formula is similar to the ROI calculation, but the **costs** include only the costs of marketing tools.

*Example. The company spent 3,100 dollars on contextual advertising, 1,000 dollars on email campaigns, and 900 dollars on [**influencers to promote products**](how-to-find-effective-influencers-to-promote-small-business). In the current month, the company's income amounted to 4,500 dollars. ROMI is (4500-5000)/5000= –10%.*

**What is a good ROMI?** More than 0% means that the investment pays off. Less than 0% — costs exceed revenue. 0% shows that investments go «to zero». *In the example above, the investment does not recoup the costs.*

### How to increase ROMI

* Make it easier for users to buy. Remove unnecessary steps in advertising and on the site. Don't force interested leads to fill out dozens of fields and confirmations. Let them reach the “Buy” button faster.
* Check the effectiveness of channels and individual advertising campaigns. Don't invest in things that don't work. Always look for ways to optimize your advertising and website — test hypotheses and reject unsuccessful solutions. Invest more in high-priority channels that generate revenue.

<Note>
Reliable data management system increases control over marketing performance. [**Altcraft Platform**](/en) automates the work with advertising and collects information from different sources in a single profile, so the company knows everything about customers. As a result, marketers make the right decisions and choose profitable strategies.
</Note>

## What is ROAS

**Return on Ad Spend**, or ROAS is a measure of the return on investment a business spends on advertising. It is used to check how much money has returned from investments in individual ad campaigns or channels. The ROAS formula includes advertising revenue (due to customers who saw the ad, clicked on the link and bought) and campaign costs (usually the cost of advertising on sites and excluding the work of a specialist).

### Why and how to calculate ROAS

ROAS is a metric that shows the effectiveness of a particular advertising campaign or promotion channel. You can evaluate individual strategies and techniques to eliminate unsuccessful ones and allocate a larger budget for successful ones. Thus, ROAS is needed to make decisions on specific marketing actions, but not on the entire strategy, as ROMI.

**ROAS formula:**

<Img
img="/uploads/ROAS_00f0e1c5ce.png"
alt="ROAS formula"
/>

The total metric for a campaign or individual ads is calculated.

*Example. The online store launched a Facebook advertising campaign and sent out an email campaign. Facebook advertising expenses amounted to 1,000 dollars, and the revenue received was 1,800 dollars. The email campaigns cost the company 300 dollars, and the revenue was 1,200 dollars. The ROAS of an advertising campaign on Facebook is 1800/1000=180%. And the ROAS of email campaigns is 1200/300=400%. Perhaps the company should increase the investment in email marketing, since it brings more profit for every dollar invested in advertising.*

**What is a good ROAS?** The calculation is different from ROI and ROMI. ROAS is considered good if its value is above 100%. Otherwise, investments in advertising do not pay off.

### **How to increase ROAS**

* Change creatives and offers of advertising campaigns that are not performing well. Check them out through testing.
* Drop the channels that bring insignificant results.
* Find weaknesses in the [**sales funnel**](what-is-sales-funnel) and work out the places where leads are lost.
* Check the effectiveness of the site: clarity, speed, accessibility, etc.

## The difference between ROI, ROMI and ROAS

The metrics are similar, but differ in scale. Some show the business globally, others in more detail. Let's compare them in the table.

<Table>
| **Difference** | **ROI** | **ROMI** | **ROAS** |
| ------ | ------ | ------ | ------ |
| **Calculate the return on investment in…** | business | marketing | ad campaigns |
| **Used to…** | Сhange the overall business strategy and focus areas | Test effectiveness and adjust marketing strategies | Change or cancel advertising campaigns |
| **What costs to consider…** | all (creation, maintenance, product promotion, and so on) | only marketing | only the budget of individual campaigns |
| **Formula** | (Revenue − Costs) / Costs * 100% | (Revenue − Marketing costs) / Marketing costs * 100% | Campaign revenue / Campaign cost * 100% |
</Table>

## Key points when working with ROI, ROMI and ROAS

* **Consider the context of the metrics.** Pay attention to the circumstances (market conditions) and don't look at metrics in isolation.
* **Collect accurate and complete data for the right analytics.** Choose a convenient system for data management.
* **Correctly determine the calculation period**, which depends on the duration of the sale. The longer the deal, the longer the time span.

## Conclusion

ROAS, ROI, ROMI are metrics that help to understand the effectiveness of investments in a business: whether the money spent on its development pays off. ROI refers to more global and general metrics. It takes into account the return on investment after calculating all investments made (from the cost of producing to advertising). ROMI shows the effectiveness of marketing investments. ROAS is responsible for the return on investment of individual advertising campaigns.

Metrics give a hint what to change in the work of the company. ROI is needed to adjust overall strategies. ROMI is calculated to adjust marketing strategies. ROAS answers the question of what to do with specific ads, newsletters, and other campaigns.

It is important to consider all metrics in context with other business data and use analytics systems.

Metrics are often confused. Read the post to learn what these metrics mean, how they differ, and how to calculate ROAS, ROI and ROMI correctly.

medium_ROAS, ROI, ROMI.png

small_ROAS, ROI, ROMI.png

thumbnail_ROAS, ROI, ROMI.png

ROAS, ROI, ROMI.png

For those who do not know how to calculate the return on investment in their business.

ROI, ROMI, ROAS: What is the Difference and How to Calculate

What is the Difference Between ROI, ROMI and ROAS

<Img 
img="/uploads/BLOOOG_155d109a5c.png"
alt="Cross-Selling: Definition and Types"
/> 

Sometimes customers are ready to buy more than they plan. It is important to offer them complementary products that can be used with the main one at the right time. For this reason, companies introduce cross-selling, which increases profits by 30% on average. This happens without wasting time or budget, often automatically and almost always unobtrusively.

In this post, you will learn what cross-selling is, why companies need it, how it differs from upselling and downselling, as well as what types and techniques exist to increase the average order value.

## What is cross-selling

**Cross-selling** is the process of recommending supplementary items to customers when they have already chosen the original product they intended to purchase. For example, if customers add a smartphone to their carts, you can offer them a case for this model or a screen protector.

It is important to understand that cross-selling is not about forcing a product on a customer, but about a profitable deal. Additional products should not be random, but useful for using the main one.

<Gallery>
<GalleryItem
original="/uploads/Frame_16_9ff077b7d9.png"
thumbnail="/uploads/Frame_16_9ff077b7d9.png"
description="Cross-selling example"
/>
<GalleryItem
original="/uploads/fram1_94569edaa3.png"
thumbnail="/uploads/fram1_94569edaa3.png"
description="Cross-selling example"
/>
</Gallery>

Cross-selling is often confused with upselling  and downselling. Let's find out the difference between these types of sales.

<Table>
| **Sales type** | **Description** | 
| ------ | ------ |
| Cross-selling | Offer customers products that complement the items they originally intended to purchase. | 
| Upselling | Offer customers a similar but more expensive product. Motivating a customer to buy another unit of a product is also upselling. | 
| Downselling | Offer the customer a similar but cheaper product (in case the budget is limited). | 
</Table>

<Gallery>
<GalleryItem
original="/uploads/Frame_17_b33aea5a13.png"
thumbnail="/uploads/Frame_17_b33aea5a13.png"
description="Upselling example"
/>
<GalleryItem
original="/uploads/upselling_2_bb4f632aa8.png"
thumbnail="/uploads/upselling_2_bb4f632aa8.png"
description="Upselling example"
/>
</Gallery>

**Here are the benefits of cross selling:**

- **An increase in the average order value** and, as a result, the company's income.
- **You don't need a budget to promote related products** because their offering is usually automated.
- **Less effort to sell.** The cost of supplementary products is much lower than that of the main product. A person who is already willing to pay for the purchase of a product is likely to spend a small amount for related categories. This technique is one of the [**classic sales secrets**](5-marketing-techniques-to-push-customers-to-buy). If the customer really needs the product, it is easy to sell it. For example, in an online store toy cars are sold without a battery, so customers have to buy them as well.
- **Increasing customer satisfaction.** It is more convenient for customers to immediately buy the bundle they need to fully use the product, even if they have to spend more money than they intended. Let's go back to the toy example. If you remind customers about batteries at the time of placing an order, they will be satisfied. They do not have to look for the right product elsewhere and waste their time. Therefore, the cross-sale is also a tool to increase loyalty.

## Types of cross-selling

<Table>
| **Product type** | **Description** | **Example** | 
| ------ | ------ | ------ |
| Necessary | Without these items it is impossible to use the main product. | The company stopped putting the charger in the iPhone package, so buyers have to buy it anyway. |
| Related | With these items, the use of the main product is easier or more convenient. | Phone case |
| Impulsive | Not the most necessary, but inexpensive and interesting items that are bought for nothing. | Designer phone stand | 
| «Might like it» | Items related to the purchase. | Smart watch of the same brand | 
| Seasonal | Related to the main product, but only needed at certain times of the year. | Touchscreen winter gloves | 
</Table>

## Cross-selling techniques

### What sales techniques are used for cross-selling

- **Offer supplementary products** when the customer has already added the main one to the cart or is about to check out.
- **Selling a bundle** that includes everything customers need to fully enjoy the original product.  For example, this sales method is found in BackMarket. On the page with the MacBook, they immediately show a set of items that will come in handy.

<Gallery>
<GalleryItem
original="/uploads/cross_selling_bundle_1_bc6f548de8.png"
thumbnail="/uploads/cross_selling_bundle_1_bc6f548de8.png"
/>
<GalleryItem
original="/uploads/cross_selling_bundle_2_2_8f465daa89.png"
thumbnail="/uploads/cross_selling_bundle_2_2_8f465daa89.png"
/>
</Gallery>

- **Confidential sales to regular customers.** The brand offers new products to those who have been buying from them for a long time. Items are not always directly related to the main one, but the client will purchase them because of the trust in the brand.
- **Identification of additional purchase needs.** Usually at this stage there is a manager who asks questions to the customer. Another way to recommend products is to use data from previous purchases and customer activity on the site.
- **Recommendations by interest.** This is what online cinemas do. They show which movies the user might like. The algorithms select movies similar to the ones the user has already watched.
- **Bonuses for a certain order amount.** Customers are offered a discount, free shipping, or credit option only if they spend a certain amount of money. In this case, the buyer has to pick up a basket of add-ons. Although such a sales technique is manipulative, it is effective.
- **Social proof.** You can show products that other users buy with the one the customer has added to the cart.
- **Cross-selling through advertising and email campaigns.** [**Remarketing will catch up with customers**](what-is-retargeting) on other sites with banners after they complete the target action on your ecommerce site. Another way is to offer additional items via email after the first purchase. For example, [**Altcraft Platform**](/en) has scenarios and triggers for email cross-selling. After the purchase, the user will receive an email with products that match the main one.

You should not stop at one technique. Mix and try sales techniques.

<Note>
Important! Offer products that match with the main one and enhance the effect of its use. Don't sell too expensive products and don't offer too many options — sometimes the customer does not want to spend time choosing. Successful add-on purchases are quick and do not require extra actions so that the user does not have time to change his mind.
</Note>

## How to set up cross-selling

1. Study what the audience is already buying with your products. You can get insights by using the collected data or [**conducting a survey**](customer-satisfaction-survey-mistakes).
2. Make a cross-selling matrix. Compare products by compatibility and choose those that complement each other. Indicate in which case the goods are used together. It is convenient to make the matrix in the form of a table.

**Cross-selling matrix example**

<Img
img="/uploads/cross_selling_matrix_example_1a54a0cc4e.png"
alt="Matrix example"
/>

The size of the matrix depends on the assortment. Include in the table products that are essential to use the basic one, as well as impulsive, seasonal and “might like” products.

3. Determine if there will be discounts to encourage sales. If so, in what categories?
4. Decide when to offer additional products. At the moment when customers view the product they came for, or when they [**add the product to the cart**](how-to-reduce-cart-abandonment-rate)? Maybe after purchase or through remarketing? You can also recommend other products in the product description.
5. Think over the text for the offer of related products. For example, ‘people buy with this product’ (social proof) or ‘do not forget to buy’ if these are products that are useful for the effective use of the main one.
6. Set up supplementary product offers on your site or in the system you use to manage your online store.

## Conclusion

Cross-selling is a process of encouraging customers to purchase a product that is related to what's being bought already. This sales tactic is used to increase the average order value. The customer is offered the items that are needed for the functioning of the selected product. These are useful sales because customers only buy what they need.

It is important to choose the right moment for the presentation of supplementary products. The recommendation block can be shown when the customer has already chosen the main product or after the purchase. Also, sellers sometimes give a discount on a bundle or give bonuses (such as free shipping) starting from a certain order amount in the cart.

Get started with cross-selling by looking at your customers' purchase history. Then make a matrix of goods by compatibility, choose ways to offer specials. And finally, automate processes in the online store management system or on your website.

In this post, you will learn what cross selling is, how to use it to increase the average order value and how cross-selling differs from upselling and downselling.

medium_cross-prodaji.png

small_cross-prodaji.png

thumbnail_cross-prodaji.png

cross-prodaji.png

For those who want to implement cross-selling and increase the average order value.

Cross-selling | Definition, Types, Benefits, Implementation

Cross-Selling: Definition and Types

<Img 
img="/uploads/marketing_s_ogranichennym_byudzhetom_6c4bd72c27.png"
alt="9 Budget Ways to Do Marketing"
/> 

Effective marketing campaigns are important for large corporations as well as for medium and very small companies. They are all interested in promoting their business, attracting new customers and increasing sales. The only difference is the amount of money a business can afford to spend on advertising.

In this post, we will talk about how to properly position yourself in the market if you are limited by a small budget.

## 1. Use guerrilla marketing

This is a creative and low-budget way, which is based on strong emotions of potential consumers. Your task is to come up with such a marketing move that is sure to memorize and surprise customers. This way they will show interest in the brand, and they will want to personally try your products. At the same time customers will tell all their friends and acquaintances.

<Img
img="/uploads/Mister_proper_ddbe35bc6f.jpg"
alt="Guerrilla marketing"
/>

You need to [**study the target audience**](creating-a-customer-profile), determine the location of a large number of potential customers and come up with a good idea. Only then will guerrilla marketing bring tangible results.

The more unusual the idea and the placement, the more people will turn their attention to it. As with a crosswalk, hundreds of people pass through it every day, and many of them will want to post a custom zebra crossing on social media.

## 2. Use social media

Modern users spend a lot of time on their phones. People are always in touch on [**messengers**](messenger-marketing) and social networks. Learn what social networks your audience prefers. If you don't have a Twitter or LinkedIn account yet, it's time to get one. In some channels, you need to take an active position in promoting your products and services. While in others you need to interact with buyers through a question and answer.

Post useful materials: posts, videos, quotes, and etc. How-to videos, tutorials, and interviews work well to engage potential customers. Hashtags designate places and headings, large buyers and partners. This way you will increase your audience reach.

## 3. Hire a PR-manager

If you don't have a PR-manager in your company, fix it right away. The main task of a PR manager is to maintain a high reputation of the brand, including through the history of the brand. This specialist gives the company publicity, increases its recognition. Due to this, trust in the brand and product among customers grows. Trusting relationships with customers is a very important factor in successful sales.

In a PR strategy, specialists focus on those problems that can be solved through a promoted product. For the best result, [**involve bloggers or influencers**](what-is-influencer-marketing-how-to-build-strategy) in cooperation. Such partnerships can be expensive, low-cost, or free (for example, through barter). It depends on the size and goals of the company.

Segment the audience, find communication channels for each segment and gradually warm up the leads to the desired level. This is where a good PR-manager comes in handy.

## 4. Improve your content marketing

The right content strategy moves the business forward. Content is the first thing a user gets to know when they come into contact with a brand. It matters how you present information. Content marketing is at the core of good communication.

First of all, check your official website: how SEO works on it, especially on the [**blog page**](https://altcraft.com/blog). The ranking of the domain in search engines will depend on this. Try offering different content to your customers and see what works best. In most cases, storytelling is a good way to attract an audience.

Also, make sure that your resources provide answers to frequently asked questions. Let customers know that you are aware of their needs and ready to offer them a solution. Use an interactive blog, do not hide data, visualize boring numbers through infographics.

<Img
img="/uploads/marketing_podcasts_5c40ce4d9a.png"
alt="Marketing podcasts"
src="Marketing podcasts"
/>

[**Publish podcasts**](https://altcraft.com/blog/podcast-marketing) — users like them a lot. Pay attention to the **guest post**. This is an option for sharing valuable articles with a link to your company website on other resources. Backlinks increase traffic to your site. The method indirectly affects the reputation of the brand. The more often your company name is shown on the Internet, the better your brand looks.

## 5. Run giveaways

Draws and contests attract the attention of a large number of people. Existing customers increase their loyalty to the brand, and potential buyers start to get interested. The prize doesn't have to be expensive. Any useful device will do. The main thing is that the conditions for participation in the competition should be as simple as possible. For example, mention friends under the post; like a post; share the post on your page; tag the brand. At the end of the competition, be sure to award the winner.

For [**honest reviews**](how-to-use-customer-feedback-to-increase-sales), offer the client a discount or give a free gift. To increase brand awareness, use merchandise with your logo (mugs, pens, notepads, t-shirts).

<Gallery>
<GalleryItem
original="/uploads/Hudi_d1a65afb7d.jpg"
thumbnail="/uploads/Hudi_d1a65afb7d.jpg"
description="Merchandise by Altcraft"
/>
<GalleryItem
original="/uploads/Ryukzak_2938adc512.jpg"
thumbnail="/uploads/Ryukzak_2938adc512.jpg"
description="Merchandise by Altcraft"
/>
</Gallery>

## 6. Create partnerships

Look for allies in the market. [**Partnerships**](https://altcraft.com/partners) work best with brands that make products that complement yours. Collaborating with competitors will not bring benefits, but the right allies will strengthen your business and their own positions. Place a partner's ad on your site, and in return ask them to publish your material and get additional traffic. Expand the production chain, make friends with suppliers and consumer firms. The smaller the firm, the more useful it is to collaborate with similar businesses. But even the largest companies should maintain a reputation and fame.

## 7. Get to know GMB

Google My Business is a free service where you can advertise yourself so that potential customers can see you. The GMB account is easy to create. It is enough to provide contact information, address and work schedule. Small businesses receive free promotion through Google services and Google Maps using this tool. But you should always keep your company information up to date.

## 8. Don't forget email marketing

An old but still effective way to communicate with customers. It is used both to keep existing customers engaged and to [**attract new ones**](what-is-a-lead-magnet). Try to make your email newsletters as useful as possible. Tell them about new products, discounts, promotions and hot offers. From time to time develop educational materials (product guides, useful article recommendations and life hacks).

<Img
img="/uploads/image_2023_01_11_14_49_49_f580241e5c.png"
alt="Рассылка от известного магазина"
src="An example of a newsletter from Casper"
/>

## 9. Develop referral programs

Imagine how your popularity will increase if at least a third of your existing customers introduce your product to their friends. [**Referral programs**](affiliate-marketing-for-beginners) provide rewards to clients for attracting new users. With the help of them, the sales market expands and the brand is popularized. We can say that this method is based on the principle of word of mouth.

## Resume

We have described nine great ways to do low budget marketing. Expensive doesn't always mean good. Get creative, use the ideas described here to surprise your customers.

Find out how to promote your business, increase brand awareness and attract new customers with a limited budget.

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small_marketing-s-ogranichennym-byudzhetom.png

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For those who want to promote their business, but are limited by a small budget.

How to Market and Promote Your Business on a Small Budget

9 Budget-Friendly Ways to Market Your Business

<Img 
img="/uploads/kak_povysit_effectivnost_klientskogo_puti_79f13d5884.png"
alt="How to Increase Efficiency at All Stages of Customer Journey Map"
/>

Collecting information about customers without a purpose is inefficient, as it will not bring benefits. While 1st, 2nd and even 3rd party data can improve customer experience when used with the right tools and strategy.

Users dictate conditions for companies. For example, when, where and how to communicate. Brands have to anticipate the behavior of customers, search for them on convenient platforms and accompany them to the completion of a targeted action. Therefore, businesses are constantly monitoring changes in consumer preferences and new communication channels, as well as thinking through new ways to conversion.

Personalized and omnichannel marketing is a way to catch customers at the right time in the right place. Information about consumer behavior will be useful at any stage of the customer journey, reducing the time and cost spent on attracting and retaining customers.The combined use of a [**data driven approach**](data-driven-marketing) and AI gives you an additional advantage over your competitors.

How to optimize the customer journey map using customer data? Direct information to predict and develop an effective growth strategy aimed at attracting the right people. Track unique customer desires and preferences in real time. Each of your communication channels should become a tool to “personalized” marketing.

Take a look at customer data marketing services. With them, all the collected information will be integrated into the management decision-making mechanism and included in the forecasting process. In addition, information will be selected from the standpoint of the applicability of a specific user experience at different stages of the sales funnel.

As a result, the company's customers will receive a positive experience of interacting with the brand and will trust it. The company minimizes costs and maximizes profits. Let's take a closer look at how you can improve the efficiency of each stage of the customer journey with the help of data.

## Ways to improve the efficiency of interaction with customers at different stages

### Stage 1. Introduction to the company

Imagine that there are people who have never heard of your company. At the stage of getting to know customers, your task is to work on brand awareness and increase interest in your company. Most often, acquaintance with the brand occurs through contextual advertising. Focus on the value of the product and study the needs of the audience.

You can increase the effectiveness of your advertising by using the collected customer data. Working out the pain points and needs of your audience, as well as customer segmentation, will save the advertising budget.

How to effectively use the data at the stage of acquaintance:

- **Focus on attracting high-value customers.** Paid media campaigns should be based on ideal prospects. Create segments using first-party data, develop lookalike audiences and automate work with them. Make it possible to purchase through paid media.
- **Reduce the cost of paid advertising services to attract customers.** Remove already converted customers from paid media campaigns using the dynamic suppression lists. The easiest way to do this is to use CDPs. You can upload such a suppression list to a service and thus be sure that already converted customers do not fall into acquisition campaigns.

### Stage 2. Comparison of competitors and similar products

When potential customers become familiar with your brand and product line, they begin to analyze and compare products that interest them. Customers will compare specifications, price, additional services and costs.

The task of the company at this stage is to warm up the interest of customers in their company and product. Make sure users have enough information to understand that your product is the best.

How you can use customer information at this stage:

- **Focus on reducing** [**cart abandonment**](how-to-reduce-cart-abandonment-rate). Set up a push or email campaign for those customers who have added a product to the cart but have not placed an order for some time. Using customer data, you can identify the most active shoppers from all abandoned carts.
 
<Img 
img="/uploads/image5_0b2464bb66.png"
alt="Abandoned Cart Email from Gerry’s"
scr="Abandoned Cart Email from Gerry’s"
/>

- **Convert the trial period to a paid subscription.** To do this, you should optimize your omnichannel customer journey setup through testing. Once you have the test  results, create effective routes and run workflows based on user data.

### Stage 3. Decision making

How to hurry the client to complete the transaction and at the same time maintain his high motivation for further orders? In the minds of buyers, the value of the purchase will remain high if you use social proof (reviews and recommendations) and material incentives (promotional codes, discounts and bonuses). To make CLTV long, run engagement and retention events, work on loyalty throughout the customer’s journey map.

How user data will help:

- **Improve cross-channel interaction.** Try to interest buyers with new resources based on an analysis of their behavior in the past. Multi-channel clients bring more value to the company than single-channel clients. Work with clients both online and offline, and build a trusting relationship with the brand from the first touch point.
- **Support cross and upsell.** Existing customers can be motivated to purchase new products. To do this, separate customers who have only shopped in one category. Offer them products from related categories. This way you can increase your average order value and customer lifetime value.

<Img 
img="/uploads/image1_894964d7ad.png"
alt="Cross-selling"
src="Cross-selling from MAC"
/>

- **Optimize shopping frequency.** The purchase of many products can be planned. Schedule predictable repeat purchase windows. Customers often subscribe to constantly used products, which can be automated.

- **Shorten the time period until the second purchase.** Personalized marketing aims to keep the customer engaged after the first purchase. Set up automatic messages to periodically remind the buyer about the brand and about new products. This improves CLTV, orders, and conversions.

### Stage 4. Prevention of customer churn

Each new customer is valuable to the company, especially if it stays for a long time. How to motivate buyers to do this?

Collect customer reviews about purchased products or services, engage customers in a dialogue. Become partners with them, encourage repeat purchases and maintain high loyalty. This is how you prevent customer churn.

<Img 
img="/uploads/image2_77bd67a298.png"
alt="How to Increase Efficiency at All Stages of Customer Journey Map"
src="Feedback form from Chapelle Jewellery"
/>

A time-tested strategy is to work with [**referral links**](affiliate-marketing-for-beginners) in bonus programs and loyalty programs. The method works great for retaining customers and expanding the audience.

How to make the most of consumer data in the retention phase:

- **Launch a [loyalty program](customer-loyalty-program).** Motivate users to participate in it. Focus on those potential prospects who match the profile of existing customers. These people are exactly your target audience, they become loyal supporters and distributors of the brand, especially if you offer them bonuses for attracting new partners.

<Img 
img="/uploads/image4_48eff70331.png"
alt="Loyalty program"
src="Loyalty program from Happy Socks"
/>

- **Consider discounts.** Repeat purchases are well stimulated by special offers, bonuses and discounts. To find the most effective option, use multi-channel tests. With the help of them, you will find out exactly what bonuses to offer customers in a specific communication channel to increase the conversion rate.
- **Set your priorities.** An analysis of the behavior of current consumers will allow you to notice a possible churn of customers in time. Activate advertising campaigns to retain customers. First of all, restore communication with those who are at risk.

### Stage 5. Reactivation and return of clients

It happens that customers have lost confidence in the brand and left for competitors. In this case, your task is to bring them back. Customer lifetime value is at the heart of strategies to reactivate subscribers and reacquire lost customers. At the same time, it is important to use different communication channels when working with such clients.

How to use customer data in the return phase:

- **Target customers with high CLTV.** The most valuable customers are determined by their purchase history and projected lifetime value. First of all, you need to aim at their return, motivate the return with special offers.
- **Use personalization.** One customer will return after receiving the first email with a [**promotional code**](how-to-use-promo-codes-for-business). The other will return only after a series of reactivation emails. Some won't come back at all. Consider the behavior and personal preferences of each customer and create omnichannel customer journeys. When it comes to reactivation, the time that has passed since the last interaction with the brand is of great importance. 

## Setting steps of the customer journey

It is important to plan settings, but the reality is that it can't be done without technical tools. Modern marketing technologies allow you to combine disparate information about users into a single resource, launch automated trigger campaigns to attract, retain or return customers, as well as generate an attractive user experience.

What capabilities should be in your technical toolkit:
- **360° customer view.** With such a profile, the analytics will be accurate, and the customer journey map will be targeted.
- **[Audience segmentation](how-and-why-to-segment-target-audience).** It is important in order to provide consumers with personalized content.
- **Advanced customer journey configuration.** This way, you can make interaction with customers comfortable at all stages. 
- **Engineering real-time experiences for your customers**, no matter where or when they engage with your brand.


In this post, we will tell you how to use data correctly to improve the customer experience at different stages of the journey to conversion.

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kak_povysit_effectivnost_klientskogo_puti.png

Let's find out how you can increase efficiency at each stage of the customer journey with the help of data.

How to Increase Efficiency at All Stages of Customer Journey

How to Optimize All Stages of the Customer Journey

<Img 
img="/uploads/rassylki_whatsapp_16d60919ba.png"
alt="WhatsApp Newsletters"
/>

WhatsApp* is the most used messaging app in the world with [**two billion users**](https://www.statista.com/topics/2018/whatsapp/#dossierContents__outerWrapper). It can be used to quickly communicate with customers, increase [**sales conversion up to 112%**](https://m.aisensy.com/blog/whatsapp-statistics-for-businesses/), send files, and integrate with your CRM and other services. All this is beneficial for business.

WhatsApp offers its own business solutions. You can send messages to customers manually through the WhatsApp Business App or automatically through the WhatsApp Business API.

In this post, you will learn why businesses benefit from communicating with customers on WhatsApp, as well as the basic rules for such newsletters.

## How WhatsApp newsletters work

<Note>
WhatsApp newsletter is a one-to-many message that a company sends to users through a business account. WhatsApp supports different formats such as text, emoji, images, video and audio files, documents, buttons and links.
</Note>

**For business newsletters, the messaging app has two main options:**

**WhatsApp Business App** is an application where a marketer manually creates and sends messages to a group of contacts. There are 15,000 messages available per month. The number of contacts is also limited; you can send to 256 contacts at a time. There is no such functionality as integration with third-party services and importing a list of contacts, so this option is more suitable for micro and small businesses. Only one phone number (mobile) can be linked to an account.

<Img
img="/uploads/example_of_products_catalog_on_whatsapp_242a45a0da.png"
alt="WhatsApp Business product catalog"
src="In WhatsApp Business, you can add products in the catalog and send them to contacts."
/>

**WhatsApp Business API** is a solution that allows you to connect CRM and other services. It is possible to automate campaigns and integrate a chatbot without the risk of falling into WhatsApp spam. This option is a little more complicated for businesses because it requires configuration and sometimes involves experts with knowledge of code. The services that WhatsApp integrates with are paid, but make it easier to reach customers through trigger emails or workflows. The app also offers to create message templates that are approved by the system before being sent to users.

### Newsletters via personal accounts

Any user can send messages to a group of contacts, but this is not a good option for business. There is a risk of being blocked. Besides, you can't reach a large audience because the number of messages is limited. Personal accounts are best reserved for communication within the team or with partners.

The personal user account is not credible for mass messaging because it does not pass verification as an official account. In this case, it is also impossible to integrate with third-party services for automation.

### Newsletters via WhatsApp groups

When you send messages to a WhatsApp group, it is also a newsletter, but without personalization. But there are some disadvantages. The main one is that subscribers sometimes miss information in the chat. Secondly, if you add people to a group without their consent and send promotional messages there, it may be considered spam on WhatsApp. Thirdly, new participants do not see previous messages. They see only those that are sent after they join the chat. So you often have to duplicate information, which is annoying. WhatsApp groups are more of a communication tool for a small team within a company, rather than a tool for mass messaging customers.

## What businesses benefit from WhatsApp newsletters

- **High open rate.** WhatsApp messages get [**98% open rates**](https://m.aisensy.com/blog/whatsapp-statistics-for-businesses/), which is higher than SMS and email.
- **Messages do not go to the spam folder** because there is no such thing as a spam folder.
- **Different content formats are available:** images, texts, video and audio.
- **Instant information delivery.** Users check the inbox a couple of times a day, while a phone is always at hand.
- **There are message statistics to analyze the effectiveness of the campaign.**
- **Automation is available:** chatbots and third-party services integrated via API.
- Regular personal messages via WhatsApp is the key to customer loyalty. Especially if you quickly inform users about the status of the order and delivery.
- **The sender is trusted.** WhatsApp tags official accounts, so users know that this is a company rep sending messages to him, and not a fake account.
- **Attraction of new customers.** Leads from your site or advertising are redirected to the [**messenger**](messenger-marketing).

## WhatsApp newsletter rules

First of all, read the [**WhatsApp business policy**](https://www.whatsapp.com/legal/business-policy/?lang=en) of WhatsApp and also follow the rules:

**1. WhatsApp newsletters cannot be directly advertising.** It is recommended to send welcome and engaging messages first, carefully leading the person to purchase. Messenger maintains its reputation as a communication tool. Although it has its own business apps, it does not like direct, much less intrusive sales pitches.

**2. It is acceptable to inform in messages about events**, order statuses, payments and appointments, as well as send news and useful content. Customer support through video and voice messages is also used on WhatsApp.

<Img
img="/uploads/whatsapp_chat_3_5c69915bca.png"
alt="Inform the customer about prices"
/>

**3. Mass messaging on WhatsApp is not allowed without permission from users.** The user must opt-in and confirm that he or she wishes to receive future messages from your company. 

It is safe to send messages to customers who have added your business account to their contact list. Don't buy someone else's contact lists. This is a sure way to block.

**4. The company must use an approved message template** to initiate a dialogue with a user. 

**5. Remove the user from your mailing list immediately after the first complaint** or request.

**6. It is possible to automate sending messages within 24 hours** from the beginning of the dialogue with the user, but there should be an option to switch to communication with the manager.

**7. WhatsApp does not approve the newsletter** when too much information is sent to one user.

### How to pay for newsletters on WhatsApp Business

When you send messages using the WhatsApp Business API, you are [**charged for the number of sessions**](https://developers.facebook.com/docs/whatsapp/pricing/), and not for the number of messages. 

The business sends a message and starts the session. From now on, there are 24 hours when the business and the user can exchange messages. After 24 hours, the business can start a new session. It will be charged again.

Charges for conversations depend on who starts the dialogue. If the company messages first, the price of such a conversation is higher. When it is the user who starts out, it is cheaper. But if the customer comes from an advertisement that leads to a text message, There is no charge for the conversation, if the user messages the business using call-to-actions buttons on Ads that Click to WhatsApp or Facebook Page call-to-action buttons.

You don't always have to use paid WhatsApp, there are no-cost options. For example, the WhatsApp Business API provides 1,000 free messages that are available for a month. Even if a WABA has multiple numbers attached, the free tier threshold is still 1000.

WhatsApp newsletters from personal accounts are free, but only suitable for micro-businesses. There is a limit of 256 messages and the risks of getting into spam. Besides, you can not import the contact list. That’s why small and medium-sized companies choose a WhatsApp Business account, which will bring more benefits.

## How to send newsletters on WhatsApp

First, collect the contact list through advertising. To do this, set up a transition to the app. Install the WhatsApp widget on your site, make an announcement in your social networks about a new communication channel.

**1. Create an account in the WhatsApp Business app or select the WhatsApp Business API.** When it comes to the second option, you will have to choose a provider — a third-party service with an interface for sending campaigns. We recommend [**Altcraft Platform**](/features/messengers) for marketing automation. Specialists will connect not only WhatsApp, but any other promotion channel.

<Img
img="/uploads/message_templates_in_altcraft_platform_931e9bfaf4.png"
alt="WhatsApp message templates in Altcraft Platform"
src="WhatsApp message templates in Altcraft Platform"
/>

**2. Get verified.** You will get a WhatsApp Green Tick that confirms that your account is actually owned by the company.

**3. Plan your campaign.** Set the frequency and schedule for sending a message, think over the content and [**CTA options**](what-is-cta). [**Segment your audience**](how-and-why-to-segment-target-audience) and decide which group gets which message.

**4. Decide how to communicate with customers on WhatsApp.** Will it be a personal communication with the manager or do you want to use a chatbot?

**5. Schedule message chains.**

**6. Prepare templates** for sending at each step of the scenario and set up the chain in a special service.

**7. Import the contact list** (only available for WABA).

**8. Send the messages and monitor the result.** Adjust if necessary.

Without the WhatsApp Business API, automation steps are excluded. If you use the WhatsApp Business App, click the menu button and select "New list” in the menu and create a list for sending messages. In the case of a personal account, it is enough to select "New broadcast" in the menu and the users to whom it should come.

Whatever method you use, it is important to give the user the option to opt out. This is how you show respect to the customer, and at the same time insure your account against complaints.

## Conclusion

A WhatsApp newsletter is a cost-effective and reliable way of personalized communication with customers. Businesses use the WhatsApp Business App and the WhatsApp Business API. The latter makes it possible to send an unlimited number of messages and automate communication through third-party services.

By sending messages through WhatsApp, you get higher deliverability and open rates, as well as customer loyalty. But it is important to comply with the requirements of the app. Do not send ads, but engage subscribers. You also need to send messages only to those users who have agreed to a dialogue with your company.

If you decide to do WhatsApp newsletters, start by registering a WhatsApp business account and verifying it. Then think through your content plan and scenarios. Next, segment the audience and prepare a different message template for each type. In the case of the WhatsApp Business API, import your contact list. If you are dealing with WhatsApp Business, add the recipients manually. After your WhatsApp campaign goes out, do not forget to analyze and improve it. 

**Meta and its products are recognized as extremist in the Russian Federation.*

Find out what business benefits from communicating with customers on WhatsApp, what rules to follow and how to run a WhatsApp campaign.

medium_rassylki-whatsapp.png

small_rassylki-whatsapp.png

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WhatsApp offers its own business solutions. Use them to communicate with your customers.

WhatsApp Newsletters: Settings, Benefits and Rules

WhatsApp Newsletters: How to Do It Right

<Img 
img="/uploads/kak_ne_popast_v_spam_gmail_304dc718e6.png"
alt="How to not to get into Gmail spam"
/> 

Gmail has about [**1.8 billion**](https://www.rightinbox.com/blog/gmail-statistics) active users who receive and send dozens of emails every day. The channel is still a popular marketing tool for businesses, but not all emails reach the addressee. Algorithms block about [**10 million**](https://www.rightinbox.com/blog/gmail-statistics) messages daily, although only 0.1% of them are really spam.

Emails not delivered to users result in wasted marketing budgets, lost revenue, and reduced customer loyalty because they don't receive important information on time. Companies need to work on the correctness of campaigns so that the spam folder does not become a destination for emails.

Google's algorithms change frequently and make things difficult for marketers, but the general rules are known. Let's figure out why emails end up in Gmail spam and what to do about it.

## Why emails end up in Gmail spam

If emails sent by your company are already in spam, start by looking for the reasons. Emails are not reaching your prospect’s primary inbox because of incorrect settings, poor communication with users or irrelevant content. If Google marks too many messages as spam, it will dramatically lower the open rate of your newsletters. This is the first sign that it's time to analyze your email campaigns.

Here are the reasons for getting into spam:

**Stop words in emails.** Gmail filters know how to get rid of spam. They are able to identify the vocabulary often used by spammers. Gmail is unlikely to approve "earn", "earnings", "income", "bitcoin", "sale", "cash", “ad” and other similar words.

**Gmail's custom filters** block content on a topic that the user has previously specified. In addition, there is an algorithm that remembers which emails the user has marked as spam and redirects further emails on the same subject to the junk folder.

**Rapid increase in the contact list.** This looks suspicious for Gmail. You can't send 2,000 emails today, and suddenly 30,000 tomorrow. Such changes lead to the conclusion that the contact list is bought or emails are sent without the consent of users.

**Decreased domain reputation.** This happens when a company sends emails to people who didn't opt-in. The ISP checks the legitimacy of sending messages through spam traps (fake emails). If there are many such email addresses in the database, Gmail will consider the sender a violator of mailing rules. Another reason why a domain's rating can drop is because users mark your messages as spam.

**Sending emails too often** is also a possible reason why Gmail won't let your emails into your prospect’s inbox.

## How to bulk send in Gmail without getting spammed

You should [**follow the rules**](https://support.google.com/mail/answer/10979322?hl=en) for sending emails in Gmail. Although this does not guarantee protection against getting into spam, it significantly reduces the risks.

### Set up DNS records

Reverse DNS record, or PTR is used to compare the sending IP and the IP address of the hostname. If the addresses are different, Gmail thinks the emails are from a spammer. Use [**intoDNS**](https://intodns.com/) to check if there is such a record for your IP.

You also should select a separate mailbox for each type of email: promotional, transactional, announcement and so on.

### Email authentication

Emails from third-party senders are also at risk of ending up in Gmail spam. There is no guarantee that such messages will definitely reach your recipient, but it is possible to include a third-party email sender in the [**SPF record**](https://support.google.com/a/answer/10683907?hl=en) of the domain. This setting marks all recipients who have the right to send emails on behalf of your company's domain. 

DKIM and DMARC are also critical for [**email authentication**](anti-spam-system). A [**DKIM**](https://support.google.com/a/topic/2752442) signature verifies that the message came from the domain owner. A [**DMARC**](https://support.google.com/a/topic/2759254) record is used to block email spoofing.

### Limit the number of emails

Gmail has [**limits**](https://support.google.com/a/answer/166852) on the number of messages sent per day. Exceeding these limits sometimes results in a spam folder, sending restrictions, and even account blocking. Use Gmail's recommendations and common sense. If the system does not block the company for an excess of messages, then the user will do it. He just needs to click "Report spam".

In addition, a sudden change in the frequency of sending will damage the reputation of the domain and increase the risk of [**getting into the spam folder**](how-to-send-millions-of-emails-and-avoid-spam-filters). Grow your contact list gradually, especially if you don't regularly send campaigns.

### Track domain and IP reputation

The reputation of the domain and shared IP address affects the deliverability of emails. Exaggerated limits, suspicious content, sending from a different domain are likely to result in blacklisting. The reputation score is made up of the actions of all senders that use the same sending IP address. That’s why you need to keep an eye on the reputation of the shared IP.

Where to check domain reputation:

- [**Safe Browsing site status**](https://transparencyreport.google.com/safe-browsing/search?hl=en) by Google. If there are hacking attempts, the system tells you about this. 
- [**Postmaster Tools**](https://postmaster.google.com/u/0/managedomains?pli=1) generates a report on the reputation of the domain and IP address, and also provides information about the reasons for undelivered messages and the number of messages marked as spam.
- **Blacklists of domains and IP addresses.** If your data is included in such a database, there is a high risk of ending up in spam.

### Solve issues

Analyze reports on undelivered email after campaigns to figure out why emails don't land in Gmail inbox. Use Google's [**troubleshooting tool**](https://support.google.com/mail/troubleshooter/2696779) if you can't fix errors.

### Communicate with users

Instruct users in advance when subscribing. If they do not receive the email, they should check their spam folder and mark it as "Report not spam". Tell your users about this. Ask them to add the company email address to their contact list. You can also suggest creating a filter for such messages so that future messages do not fall into spam.

Do not forget the unsubscribe button. If users can't find a way to unsubscribe, they mark your messages as spam. The same happens if you annoy users with advertising content and constantly change topics. In this case, subscribers choose a quick way to get rid of spam. They complain and block your address, which negatively affects the sender reputation.

### Design email

Thoughtful design of content in messages affects getting into spam. Start with a user-friendly sender name and a relevant subject line that doesn't conflict with the content. Gmail monitors open rates and clicks. That’s why it is important to make links in the message body prominent, easy to read, and with appealing CTA.

Don't overload emails with HTML, URLs and heavy design. A lot of media files for Gmail algorithms is a sign of advertising content.

Don't use AMP emails until you've warmed up the domain. Before sending such emails, it is recommended to complete [**additional registration**](https://amp.dev/documentation/guides-and-tutorials/start/email_sender_distribution) with the mail provider. AMP is currently supported by Gmail, Mail.ru, and Yahoo Mail. Prepare an AMP email and send it to:
- amphtmltest@outlook.com
- postmaster_amp@corp.mail.ru
- ampforemail.whitelisting@gmail.com

You need to send an email from the mailbox that will be used for AMP in the future. Next, fill out an [**application**](https://docs.google.com/forms/d/e/1FAIpQLSdso95e7UDLk_R-bnpzsAmuUMDQEMUgTErcfGGItBDkghHU2A/viewform?gxids=7628) for registration as a sender of AMP emails and wait for confirmation from mail providers.

### Test emails

Check emails before sending a campaign. Make a list of addresses to test emails. There is no guarantee that real recipients will see messages in the same way. But some mistakes can be corrected.

There are services that will help in testing. For example, free [**Postmaster Tools**](https://postmaster.google.com/u/0/managedomains?pli=1) checks not only the domain, but also emails. Other paid and free tools include [**Send Forensics**](https://www.sendforensics.com/), [**SMPT.BZ**](https://spamtest.smtp.bz/en), [**Glock Apps**](https://glockapps.com/) and [**Email on Acid**](https://www.emailonacid.com/email-testing/).

## Conclusion

There are no perfect methods to keep emails from going into Gmail spam. However, compliance with mailing rules, technical requirements and work with clients increases the chances of delivering messages to recipients.

To avoid the Spam folder, set up a reverse DNS record, SPF,  DKIM and DMARC. Stick to Gmail limits and do not drastically increase the number of emails you send. Regularly check the reputation of your domain and IP address, monitor the deliverability of emails through special services.

Ask users to add your address to their contact list, send only content that is relevant to the stated subject of the newsletter and do not forget the unsubscribe link in the emails.

Google's algorithms change frequently, but the general rules are known. Find out why your emails can end up in Gmail spam and what to do about it.

medium_kak-ne-popast-v-spam-gmail.png

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Let's figure out why emails end up in Gmail spam and what to do about it.

What You Need to Do to Stop Emails Going into Gmail Spam

How to Send Email Campaigns and Avoid Gmail Spam

<Img 
img="/uploads/case_premier_cad4ee7d2a.png"
alt="Case: PREMIER online cinema and Altcraft Platform"
/>

Online cinema PREMIER, part of Gazprom-Media Holding, was founded in 2018. It is a streaming service for movies and TV series. Today, more than two million subscribers watch the latest movie releases on PREMIER.

## Results achieved

### Altcraft Platform has been implemented into business workflows and all communication channels has been collected in one platform

PREMIER was looking for software that could be customized for specific business tasks and deployed on the company's servers. They chose the on-premise solution of Altcraft Platform which ensured complete security of customer data in the holding's digital environment. [**Qvant**](https://qvant.ru/) helped quickly deploy the platform in Gazprom-Media Holding.

Previously, disparate direct marketing tools were a headache for PREMIER. However, now it has all communication channels in one place. This allows the business to work effectively with data and automate interaction with customers in various online channels.

The platform made the work in direct channels transparent and reduced the **time spent on sending campaigns from three hours to one**.

<Img 
img="/uploads/reduced_time_51f19b2d4a.png"
alt="Reduced time spent on sending campaigns"
/>

The company also received an unlimited plan for the amount of data stored and the number of messages sent. PREMIER replaced several services with a single platform and significantly reduced marketing costs.

### Broadcasts, trigger campaigns and scenarios for automating interaction with service users have been set up

Through detailed segmentation, users were divided into separate groups based on their subscriptions.

Then the marketing team set up personalized email broadcasts for each segment. Here is the content they send:
 
- movie recommendations;
- new sports channels;
- new releases of movies and TV series;
- other.

Deep segmentation made it possible to send personalized messages to customers, interact with them at the right time and track the effectiveness of communications. For six months of work in the email channel, PREMIER has achieved the following results:

- Open Rate increased by 3% (from 5% to 8%); 
- Click Rate increased by 0.4% (from 0.3% to 0.7%).

<Img 
img="/uploads/open_rate_click_rate_856e18f203.png"
alt="Open Rate and Click Rate"
/>

The [**push channel**](mobile-marketing-101-push-notifications) was not overlooked either. Users who install the PREMIER app receive push notifications about new releases.

<Img 
img="/uploads/premier_push_996325d21b.png"
alt="PREMIER push notifications in the mobile app"
/>

PREMIER marketers also set up scenarios and trigger campaigns. When a user leaves contact details on the site, these details are sent to Altcraft Platform via API requests. After that, the trigger fires and the user receives an SMS message with a code to confirm registration. As a result, PREMIER deals only with high-quality leads and lets users who are not interested in their service go.

<Img 
img="/uploads/case_premoer_scenario_58b4e11b76.png"
alt="PREMIER automation scenario"
/>

## What has been done to achieve the results

The Qvant team deployed and configured the platform on PREMIER servers in a month.

The company integrated a corporate SMS gateway and a Viber gateway. So marketers got the opportunity to work with familiar tools.

The company's marketers transferred all customer information to the platform. Now all data obtained from online sources is stored in a single customer profile.

Thanks to [**deep segmentation**](how-and-why-to-segment-target-audience), which partners from Gazprom-Media Data helped set up, the PREMIER team created micro-personalized campaigns. Now subscribers receive only the offers they are interested in.

Depending on the goals, different types of campaigns are used: broadcasts and triggers.

The company analyzed the launched campaigns and improved the marketing strategy based on the results. Detailed analytics helped to identify gaps and fix them.

According to PREMIER specialists, Altcraft Platform has made marketing processes simpler and clearer.

## What our client says

> We were looking for a solution that we could implement into the business infrastructure, so we contacted the Altcraft team. Their technical support helped to quickly figure out how to work in the platform. With the help of the platform, we have reduced labor costs and made the work in direct channels clearer. We plan to continue cooperation with the company and increase the number of customers.

> Rinat Sibgatullin

> Head of Qvant Communications Platform

Check out the PREMIER online cinema case study. The marketers have collected all communication channels in one place, set up campaigns and automated scenarios.

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kejs-premer.png

Check out what results the online cinema has achieved using Altcraft Platform.

How PREMIER Reduced the Time to Send Campaigns to 1 Hour

Case Study: How PREMIER Set up Broadcasts and Automation Scenarios and Reduced the Time for Sending Campaigns to 1 Hour

<Img 
img="/uploads/trendy_digital_marketinga_81bd643747.png"
alt="Digital marketing trends in 2023"
/>

New technologies open up more opportunities for business development, and the world of digital marketing also depends on them. Technology generates trends, but not all trends find their place in a specific industry. This is the choice of marketers, which trends to follow and which ones to ignore. The main thing is not to find yourself behind competitors one day.

In 2023, digital marketing will take a stronger position in the virtual world with VR and AR. Companies will also have to change the approach to data. NFT will remain popular, omnichannel and short video will continue to gain momentum.

In this post we will tell you what digital trends to pay attention to next year.

## Short videos

The greater the flow of information, the less time to view content. Therefore, short video formats (up to two minutes) will remain in trend. This type of content shows [**a higher ROI**](https://woosuite.com/stats/short-form-video/) than others. That’s why even YouTube, along with long videos, promotes [**Shorts**](https://www.youtube.com/intl/en_us/creators/shorts/). At the same time, TikTok remains one of the fastest growing media platforms in the world.

Short formats are cheap and quickly created. By the way, 72% of users choose video over text when learning a new product. This is a reason to create such content in 2023.

<Img 
img="/uploads/Screenshot_from_2022_12_01_17_22_44_7b9dd7322d.png"
alt=Short video as a trend in 2023""
/>

## Omnichannel marketing

It is not efficient to communicate with users in one channel. Customers buy both offline and online. Today they [**message your brand in apps**](messenger-marketing), tomorrow they call, and the day after tomorrow they check out in the online store. Everyone chooses a convenient way to communicate, so it is not surprising that omnichannel marketing is becoming a trend. And when we say omnichannel, we mean interacting with the audience in several related channels.

The company collects information from different touch points in order to know the context of each customer: when and with what issue a person applied, what he or she bought and how often. This helps the brand provide a high level of service, and in return receives income and [**a loyal audience**](customer-loyalty).

For omnichannel marketing, you need a tool that will combine several channels. [**Altcraft Platform**](/en) is a software that will allow you to automate online communications and collect customer data in a single window. The service integrates with various sources and supports such features as sending emails and syncing customer audiences in advertising accounts. It also collects analytical data.

<Img 
img="/uploads/omnikanalnyj_marketing_d78f8418e2.png"
alt="Omnichannel marketing as a trend in 2023"
/> 

## First party data priority

Google's new [**3rd party data**](first-second-and-third-party-data) collection rules, as well as [**GDPR and CCPA**](cdp-in-the-world-without-cookies) regulations, are forcing companies to change the way they collect and store information. Now the priority is the data that businesses receive directly from users: names, phone numbers, addresses, demographics, data on user behavior on the site or in the app. This information is accurate and useful for personalizing marketing offers and content.

Data storage is a serious responsibility for a company. This is the reason why, along with the trend to collect your own databases, more attention is also paid to the secure storage of information. Modern [**CDPs**](/en) must quickly collect data from different sources and ensure its privacy. There should be no leaks of information that can result in loss of reputation.

## Augmented and Virtual Reality

AR will continue to conquer the digital world in 2023. The [**mobile app**](mobile-app-as-a-marketing-channel) market for augmented reality [**reached $16 billion**](https://www.statista.com/statistics/282453/mobile-augmented-reality-market-size/) in 2022 and will grow to $21 billion next year. AR is used to improve the customer experience. Users try on clothes or cosmetics online through the app, see how furniture and other items look in the interior. Visibility increases sales and simplifies the customer journey.

<Img 
img="/uploads/VR_realnost_9c7fdb6086.png"
alt="AR and VR as a trend in 2023"
/>

Virtual reality is not inferior to augmented reality. The VR market in 2022 is [**$12 billion**](https://www.statista.com/statistics/1221522/virtual-reality-market-size-worldwide/), in 2023 it will be $16 billion.

## Metaverses

AR and VR technologies influence the development of the [**metaverses**](what-are-metaverses). Metaverses are digital spaces that simulate the real world. Marketers will continue to "catch" customers in virtual stores and sell brand products through advertising in the digital space.

This format is relevant for the younger generation, which is looking for a new experience in the metaverse. For example, users have already spent [**$500 million**](https://www.banklesstimes.com/metaverse-statistics/) on virtual real estate.

Well-known brands are already investing and developing in the metaverse. For example, Nike has been investing in the digital space for a long time. At the end of 2022, it announced that the company's developers had created their own metaverse .Swoosh. Fans will be able to buy their favorite sneakers or even participate in their creation.

In the future, the time that users spend in Metaverse will increase. By 2026, 25% of people will go there for an hour or more every day. Also, the trend towards online education will increase the audience of the "parallel world". Universities will begin to think about working in a virtual format.

## Chatbots

In 2023, [**chatbots**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses) are also in trend, because it is more profitable for businesses to respond to users 24/7 and not depend on the work schedule of managers. Bots will become smarter due to artificial intelligence. They will begin to communicate with customers in a more personalized way and even help solve complex tasks  (for example, money transactions in banks).

Robots will better understand human speech. Thus, the number of chatbots with the function of [**a voice assistant**](https://www.softwebsolutions.com/resources/chatbot-trends-2023.html) will grow. Voice search in ecommerce will continue to evolve and improve.

## Artificial Intelligence

AI is taking over targeted advertising, content creation, email marketing, automating sales. Technologies already generate creative ads without a designer, optimize campaigns and predict user behavior, which enhances the personalization of service and sales. [**According to statistics**](https://www.idc.com/getdoc.jsp?containerId=US49571222#:\~:text=IDC%20forecasts%20the%20overall%20AI,Automation%20Research%20with%20IDC%27s%20software), the AI software market will grow to $791 billion by 2025.

<Img 
img="/uploads/iskusstvennyj_intellekt_e1fa859a97.jpg"
alt="AI as a trend in 2023"
src="An example of the work of the Deep Dream project from Google based on the work of Van Gogh"
/>

## NFT

The technology of non-fungible [**NFT**](https://altcraft.com/blog/what-is-nft) tokens will remain popular in the coming year. Brands are already selling replicas of their real-life items as NFTs and creating virtual-only fashion collections. The technology "records" the authorship of the content, which is important for protecting the rights of content makers and increasing the value of digital items. Now, when customers buy digital products (pictures, virtual clothes or accessories), they secure ownership and protect themselves from theft of the object.

The cost of NFT is growing, so the rental of tokens is developing. Now you can simply rent a digital outfit or avatar instead of buying it.

<Img 
img="/uploads/nft_b1158a9bc0.jpg"
alt="NFT as a trend in 2023"
src="NFT platform for beginners OpenSea"
/>

## User-generated content

The content that users themselves create for the brand works like a new word of mouth. Promotion through customers includes a product photo, product unboxing, reviews and special hashtags, comments. The advantage of such content is nativeness. People perceive the posts of other users as recommendations. [**84% of customers**](https://everyonesocial.com/blog/user-generated-content-statistics/) say they trust other people's posts more than ads. This is how social proof works.

## Internet of Things

Internet of Things describes everyday household devices that connect via a network to smartphones and computers. These can be alarm clocks, lighting fixtures, robotic vacuum cleaners, and even cars.

Now there are 13 billion smart things in operation, in 2023 there [**will be 15 billion**](https://www.statista.com/statistics/1183457/iot-connected-devices-worldwide/), and by 2030 — 29 billion. The items themselves are unlikely to learn to sell or advertise anything, but they can collect and transmit data about user behavior to marketers. Brands will use the collected data to predict the actions of customers and enhance the personalization.

## Podcasting

[**Podcasts**](https://altcraft.com/blog/podcast-marketing) will continue to play an important role in brand promotion. "Radio of the 21st century" is very popular. On average, one person listens to eight audio broadcasts per week. And all over the world, about [**383 million users choose podcasts**](https://www.demandsage.com/podcast-statistics/). This is an easy way to consume content in transport, during training, and so on. Companies create their own podcasts or sponsor releases from authors and make collaborations. Advertising is smoothly embedded in the conversation of the speakers, so it is less annoying for users. The podcasting industry is projected to [**grow to $4 billion by 2024**](https://www.theverge.com/2022/5/10/23065056/podcasting-industry-iab-report-audacy-earnings-patreon-pulitzer).

<Img 
img="/uploads/image6_b5ed571465.png"
alt="Podcasting as a trend in 2023"
src="Google Podcasts"
/>

## Conclusion

In 2023, companies will continue to implement AR and VR technologies to sell products that can be tested virtually. Marketing will have to master the metaverses and look for new techniques there. For example, create NFT products of their brand.

1st party data that includes information companies collect from customers will play an important role. Brands will improve customer experience by using chatbots, artificial intelligence and the Internet of things. Omnichannel marketing is a valuable data resource next year.

Short videos and podcasts will remain in the content trend. Meanwhile, user-generated content will become a popular promotion method.

User-generated content, NFT, metaverses, 1st party data - read about these and other digital marketing trends in 2023.

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Technology generates trends: NFT, metaverses, user-generated content. What else awaits us next year?


Customer Data Platform

Omnichannel Marketing

Loyalty programs

Drag-and-drop email designer

Personalized mailings

MVT and A/B testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messaging apps

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