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<Img
img="/uploads/Blog_ang_21234ef77d.png"
alt="How to Increase Your Customer Database for Email Newsletter"
/>

Have you ever faced the disappointment of readers unsubscribing from an email newsletter you spent almost the entire workday preparing? This kind of frustration is like a teacher losing your perfectly written exam paper.

Losing valuable contacts can be disheartening, but don't let it shake your confidence. Instead, think about what you can do to improve the situation.

Some events are beyond your control. People may unsubscribe when their interests change, such as when they change jobs. However, it is entirely within your power to continuously grow your contact list with interested individuals. Here you will find proven strategies for rapidly increasing your subscriber base.

## Why you need the email list of leads


A list of email addresses consists of people who have filled out a registration form and given the company permission to send them newsletters. Through these newsletters, the company informs subscribers about promotional offers, updates and schedules, guides, and new products.

In addition to email addresses, the [**database**](https://altcraft.com/glossary/everything-about-the-customer-database) also accumulates other demographic, social, and behavioral information about subscribers. This allows marketers to develop personalized offers.

The path to profitable email marketing starts with growing the contact list. We want to caution you against [**common mistakes**](https://altcraft.com/blog/nine-rules-for-successful-email-deliverability) made by impatient marketers. In the pursuit of quantity, many forget to maintain the database's cleanliness and order.

## Why to constantly expand your email list

The normal unsubscribe rate from email newsletters is typically around 0.2-0.4%, though it may vary slightly across different industries.

The number of active email addresses in your list naturally decreases over time. Therefore, marketers should continuously attract new customers.

Your email list serves as the engine of your marketing campaign. Like a real locomotive, it requires constant maintenance, which demands time and effort. This may be tiring, but if you create a healthy and high-quality email list, the results will not disappoint:

- Build trust with your [**target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it).

- Foster strong relationships with subscribers.

- Increase website traffic.

- Boost sales.

- Enhance brand awareness.

- Obtain fresh information about real customers.

- Elevate subscriber engagement levels.


## 20 helpful ideas for boosting your email list 

### Idea #1. Place registration forms on key pages of the official website

The homepage is the face of your brand and receives a significant portion of the traffic. It makes sense to position the subscription form right at the beginning of the user's journey.

Apart from the homepage, there are other frequently visited sections of the website. For instance, pages with podcasts or the online store can attract a lot of traffic. Consider collecting contact information on these pages as well. Experiment until you find the best way to attract subscribers.

<Img
img="/uploads/photo_2023_08_02_14_33_51_9fb1628ec1.jpg"
alt="registration form on a webpage of the author & blogger"
/>

### Idea #2: Use pop-ups to grab attention

Pop-ups are an effective tool for collecting email addresses. A pop-up is a user interface element that appears periodically at the top of a web page.

Test different positions, designs, and text for the pop-ups to determine what works best. It's essential to find positions that yield higher conversions without turning users away.

<Img
img="/uploads/image6_48bd3d5c4e.png"
alt="Pop-up with a subscription form on the online store webpage"
/>

### Idea #3: Invite subscribers from your blog

Some brands maintain a blog with unique content and share snippets from it in their newsletters. If this applies to you, it would be beneficial to inform your blog readers about the advantages of subscribing to the newsletter. Set up a banner or place a link for newsletter subscription. Cross-promotion can be effective but be mindful of maintaining a balanced approach, as overly aggressive advertising can be off-putting to users.

The blog "The Blonde Abroad" has placed its newsletter subscription form in the footer. This decision may be controversial, but it has a significant advantage. The subscription offer presented in this way is not aggressive, yet it appeals to interested readers who happily take the opportunity to become subscribers.


<Img
img="/uploads/image1_14d38430af.png"
alt="Example of a subscription form placed in the footer of a website"
/>

### Idea #4: Learn to use landing pages effectively

[**A landing page**](https://altcraft.com/glossary/what-are-landing-pages-and-why-they-matter) is a page optimized for attracting traffic and increasing conversion rates. Visitors can arrive at landing pages from different parts of the website or external sources. You can also place a link to a landing page at the end of one of your social media posts.

Don't forget to include a link to the registration form in [**transactional emails**](https://altcraft.com/glossary/transactional-emails-what-they-are) and in the email signatures of your employees. This way, all non-marketing emails will have an additional opportunity to expand your contact list.

<Img
img="/uploads/photo_2023_08_02_14_38_15_fe9fbe51dd.jpg"
alt="Landing page with an offer to attract customers"
/>

### Idea #5. Use social media advertising to find your target audience

Advanced [**segmentation tools**](https://altcraft.com/blog/how-and-why-to-segment-target-audience) in social media platforms such as Meta*, LinkedIn, and Google Adwords allow you to tailor ads to different users based on specific metrics.

This increases the likelihood of reaching users with relevant interests and pain points. Engaged readers will be more interested in receiving up-to-date news from your company.

### Idea #6. Add the option to subscribe to the newsletter from social media

Be sure to provide the option to subscribe from your social media pages. Place [**CTA buttons**](https://altcraft.com/blog/what-is-cta), create pinned posts, and edit the "About us" section to facilitate subscriptions.

Additionally, plan and schedule posts, some of which should include a call to action to subscribe to the newsletter. Repost the content that resonates the most with your audience after some time.

<Img
img="/uploads/image12_6254b444f9.png"
alt="Signup link on a social media page of the company"
/>

### Idea #7. Organize a contest among subscribers

Nothing motivates users to engage more than the chance to win valuable prizes. You can hold a special prize draw for subscribers on a monthly basis, and additionally, offer a pleasant bonus for those who have recently joined.

<Img
img="/uploads/image4_3abf9dbc27.png"
alt="Conducting a contest for followers of the brand on a social media platform"
/>

### Idea #8. Offer promotions and exclusive discounts

Some users click on links just to find out the size of the discount and make a more advantageous purchase. If they become your subscribers, thank them for it.

It's possible that some new subscribers may unsubscribe as soon as the promotion ends. You need to carefully analyze such cases and try to understand how they initially landed on the subscription form page. This information will be useful when creating [**personalized content**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) that can help prevent unsubscribes.

Usually, brands run promotions and sales during holidays, such as New Year's holidays. Some distribute promotional offers throughout the year, and this approach generally works better as customers won't leave you at the end of the discount season.

However, be careful not to overuse discounts as it may lead to losing your [**customers' trust**](https://altcraft.com/blog/customer-trust), criticism, or even becoming a subject of memes.

<Img
img="/uploads/photo_2023_08_02_14_42_41_6d0683072c.jpg"
alt="Offering a discount by brand to attract new buyers"
/>

### Idea #9. Create premium content

Reports, documents, webinars, topical research – this type of content is called "premium content" because it requires significantly more resources to create than a regular blog post or social media content. Readers highly value premium content.

How can you use premium content to increase the number of subscribers? Place a banner on the landing page offering to subscribe to the newsletter to receive premium content. Before starting the newsletter, ensure that you have obtained the consent of all recipients on the list. Be sure to specify separately that the client agrees to receive your newsletter by filling out the registration form.

<Img
img="/uploads/image5_4daf2273ea.png"
alt="Giving a free & unique content for subscription"
/>

### Idea #10. Send unique content via email

Providing unique content specifically via email is an opportunity to increase the value of your newsletter and establish trusting relationships with your audience. This approach is also known as email blogging: exchanging materials and personal thoughts through a channel dedicated solely to email.

For example, the "3-2-1" newsletter by James Clear is a brilliant marketing idea because it offers concise, valuable, and diverse content in a single email. By providing three ideas, two quotes, and one question, it keeps subscribers engaged and interested, while also encouraging them to look forward to the next edition. This format allows James Clear to showcase his expertise, foster a sense of community with his readers, and maintain consistent communication, ultimately strengthening his brand and expanding his reach.

<Img
img="/uploads/image8_4e40fb17e2.png"
alt="Unique content sent via email to the subscribers"
/>

### Idea #11. Create a viral newsletter

Finding a way to create viral content is not easy. There is no secret recipe for viral content, but let's consider some top examples from the past:

- In 1996, **Hotmail** introduced its email service to the world. At the end of each sent email, the system automatically added the phrase: "PS: I love you. Get your free email at Hotmail." Thanks to this viral phrase, the company quickly gained millions of subscribers.

<p>

- The 2008 US presidential election was marked by **Obama's vibrant campaign**. The marketing emails sent out featured attention-grabbing headlines and powerful CTAs. Combined with personalized content, the campaign attracted many supporters.

<p>

- In 2008, **Charmin** released an app called "**Sit or Squat**," a service for finding nearby public toilets. Users could rate visited facilities in the app. The email that Charmin sent to its subscribers went viral with the subject line: "Charmin asks: Do you sit here or just squat?"

<p>

- In 2016, Candace Payne posted a video of herself hysterically laughing while wearing a **Chewbacca mask** she bought from **Kohl's**. The video went viral on the internet. Kohl's later thanked her for the purchase and offered her to buy other Star Wars merchandise. Kohl's thank-you email also went viral, positively impacting the brand's reputation as fun and cheerful.

Generating ideas for viral content can be done with your colleagues in an informal setting using brainstorming methods. Sometimes, advertising agencies come up with interesting ideas: their strength lies in helping you devise ideas for long-lasting email campaigns that will capture the attention of your target audience and the media.

### Idea #12. Offer newsletter subscription in offline stores

In the online world, many processes happen randomly. However, in a physical store, you and your customer are face to face.

Take advantage of this opportunity and offer your customers to leave feedback about your store while informing them about subscribing to your newsletter and providing a link. Any customer can become a loyal subscriber in this way.

### Idea #13. Collect contacts at events

Setting up a stand at an event costs money, so make sure to make the most of it by collecting contact information from potential customers. Chances are you didn't end up at this venue by chance, and it's likely where your target audience gathers.

If a visitor shows interest in your products or services and makes a purchase, it's even better – take the opportunity to ask for their email address to stay in touch.

### Idea #14. Expand your email list through customer support interactions

Another often overlooked method for growing your email list is through customer support channels like phone and chat.

Don't try to invite everyone to subscribe to your newsletter, especially not dissatisfied customers. However, you can offer a subscription to those who call or chat in to inquire about a service or the latest updates.

For instance, customer support often receives questions about when a specific product will be available for purchase again. Not only should you provide a detailed answer to such questions, but also offer the person to subscribe to your newsletter to receive up-to-date information first.

### Idea #15. Use the "proof of recognition" effect

When you first land on a brand's or individual's page on social media, one of the first things you notice is the number of followers, likes, and comments. It's the initial step in recognizing and evaluating the impression the person or company makes. There's an unconscious social recognition game going on.

You can incorporate social proof into your subscription form in several ways: showcase customer feedback and testimonials, display the number of shares and followers, feature recommendations from influential individuals, or mention the frequency of your brand being mentioned in the media.

Social proof shows potential customers that you're not solely driven by profit. Some brands even display the current number of subscribers on their registration page to demonstrate that they're building a cohesive and valuable community.

<Img
img="/uploads/image7_9d2f99275b.png"
alt="Subscription form inviting to join the community of experts"
/>

### Idea #16. Engage in gamification

Most of us have, at one point, been drawn to mobile games not just for entertainment but also to earn points as rewards. Marketers have long utilized this psychological aspect of human behavior for their purposes.

[**Gamification**](https://altcraft.com/blog/how-to-use-gamification-in-marketing) through short games can capture the attention of visitors. By spinning a wheel or opening gift boxes, players can earn rewards such as discounts, promo codes, or access to premium content.

For email subscriptions, consider awarding points for competition among subscribers or for receiving gifts, thus creating an additional incentive for making a purchase.

<Img
img="/uploads/photo_2023_08_02_15_27_46_e1dadda956.jpg"
alt="Gamification elements in the subscription form of the bijou online store"
/>

### Idea #17. Publish high-quality content

A well-designed [**content**](https://altcraft.com/glossary/content-marketing-what-is-it-for-and-how-to-launch-it) plan is the backbone of an effective email campaign. Your marketing strategy will fail without high-quality content. Even if you've found an effective way to generate new leads, sending them poorly crafted emails will result in readers unsubscribing.

Can you prevent this? Certainly. Apply the best email marketing strategies to provide readers with valuable and high-quality content.

### Idea #18. Ask subscribers to tell their friends about you

In reality, readers will naturally want to share their opinion about you with their friends if you create genuinely interesting content. However, if you don't include a share button, readers won't be able to do that. Remember this simple detail, and you'll naturally attract new subscribers.

<Img
img="/uploads/photo_2023_08_02_15_42_04_e3d0d02043.jpg"
alt="Referral offer asking to invite friends and get a discount"
/>

### Idea #19. Exchange guest posts in blogs

Collaborating with other companies can be a highly effective strategy. By connecting your audience with non-competitive brands, you can immediately attract new customers.

It's not possible to share databases directly. However, exchanging guest posts in blogs with other companies can be practical and effective. These posts can be direct advertisements or related to adjacent topics. Don't forget to include CTAs, links, and widgets in the content.

Use UTM tags to track the effectiveness of blog posts. This information will help you decide which brands are worth collaborating with in the future.

### Idea #20. Provide the option to subscribe to the newsletter in surveys

Every marketer craves [**feedback from their audience**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales) to adjust their marketing strategy. Surveys are one of the best ways to find out how users evaluate your company.

In survey forms, email addresses are often requested to confirm the results. Add an opt-in feature to your surveys, obtain prior permission from users, and immediately add them to your mailing list.

## Conclusion

[**A/B testing**](https://altcraft.com/help-center/marketing-campaigns/multivariate-testing-what-it-is-and-how-to-conduct-it) is the key to understanding the effectiveness of your email list growth strategy. If a tactic consumes resources but fails to convert readers into subscribers, stop using it and switch to an alternative. There are at least 20 backup options available.



Continuously attract new customers to maintain a healthy email list, which is essential for a successful marketing campaign.

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Learn practical tips and proven strategies that will captivate your audience and supercharge your email marketing success.

How to Increase Your Customer Database for Email Newsletter

How to Quickly Increase Your Customer Database for Email Newsletter: 20 Practical Tips

<Img
img="/uploads/vebinar_c8c0d097d5.png"
alt="A Webinar As a Marketing Tool"
/>

 According to statistics, [**20-40%**](https://abdalslam.com/webinar-statistics) of webinar participants become qualified leads – potential brand customers. Online events have long been working in marketing: they expand the audience and attract new buyers. Through webinars, not only do they educate users, but they also build marketing communications.


Online events have their advantages over offline meetings – they are accessible, require relatively small investments, and have the potential to reach thousands of people. Conducting an internet meeting does not require special technical skills, but preparation with a clear action plan is important.


In this article, we will explain what webinars are, the different types of webinars, and the advantages of this format. You will learn how to conduct an online meeting and choose the right platform.


## What is a webinar


A webinar is an online event conducted in real-time. Speakers present to an audience through a special window on the screen, while a presentation or screen demonstration is shown simultaneously. Other participants communicate through a chat, asking questions to the host or reacting to their words. Occasionally, webinar attendees are given access to participate in the broadcast.


Online webinars are used for education, promoting products, and business meetings. For marketers, this format provides an opportunity to gather contacts of potential clients, build trust with the audience, and share important information. Video webinars can reach anywhere from a few dozen to several thousand people.


## Classification of webinars 


Webinars are categorized by objectives, open or closed, the format of the speaker's communication with the audience, and price.


<Img
img="/uploads/image8_d03e0977ad.png"
alt="Types of webinars, classification"
/>

## Advantages of webinars


**Reaching a larger audience than offline.** For in-person events, participants spend time and money traveling to the venue. An online meeting covers a wide geography - a person anywhere in the world simply receives a webinar link at the scheduled time.


**Convenience and simplicity.** To participate in an online event, all you need is a smartphone or computer and headphones. Usually, no additional software installation is required because the webinar platform works in the browser. The participant of the online meeting stays at home and can listen to the speaker while doing other tasks.


**Interactivity.** During webinars, it is easy to engage with a group through questions, quizzes, surveys, and even organize games and pair work. An educational webinar is just as effective as an in-person meeting.


**Increasing the customer base.** When registering, usually, information such as email and phone number is requested. The user receives a confirmation email with a link to the meeting or [**a notification in messengers**](https://altcraft.com/blog/messenger-marketing). The contact will remain with the company even if the person did not attend the online event but automatically gave consent to receive email newsletters.


**Promoting products and services.** A webinar is a visual tool for presenting digital platforms, training programs, personal consultations, and more. The question-answer format increases the chances of making a sale because objections are immediately addressed, and trust is increased.


## How to get ready to the webinar: a step-by-step guide


**1. Define the purpose of the webinar and its position in** [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel). Determine what result you want to get: to sell, to educate, to build loyalty and trust, to recruit an audience, to collect contacts of potential customers, and so on.
<p>


**2. Choose a topic and write a webinar script**, also prepare a presentation and additional materials to send to participants. Follow logic and consistency and don't make the online event too long. The optimal time is 60-90 minutes.


**Sample plan for a free webinar:**


- **Introduction and audience engagement:** Greet participants and perform a connectivity check. Ask a few questions to engage the audience and outline the sequence of topics.
<p>

- **Lecture with valuable content:** Deliver a presentation or lecture that provides useful information relevant to the webinar's theme.
<p>

- **Interactive session:** Engage participants through interactive elements. The speaker can ask questions to the audience related to the topic. This interactive block can be repeated multiple times during the webinar.
<p>

- **Product promotion within the context:** Showcase and promote your product or service within the context of the webinar's theme. Explain how it relates to the topic and its benefits.
<p>


- **Q&A session:** Allocate time to answer questions from participants. This allows for direct engagement and provides an opportunity to address any queries or concerns.


**3. Decide on the platform for conducting webinars.** The choice of platform will determine the format of the event. For example, some services offer interactive polls, while others provide only a chat function. At this stage, a moderator may be needed to address technical issues, assist participants, distribute materials, and more.
<p>


**4. Prepare technically.** Test the webinar platform, subscribe to the appropriate plan (if the service is paid), test headphones, microphone, camera functionality, and other technical aspects. It's advisable to conduct a rehearsal of the event with the moderator.
<p>


**5. Create a simple and clear registration form and set up reminders.** Having many registrations for a free webinar does not guarantee that all participants will join. Design reminder scenarios via email, SMS, or send notifications about the event's start through messaging apps to ensure that nobody forgets about the meeting.
<p>


**6. Conduct the live broadcast and** [**offer**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it) **something to the participants.** Consider how to continue communication with the audience after the webinar ends: send special offers, materials, request feedback, or follow-up. Some organizers send out recordings to their mailing list.

<Img
img="/uploads/image7_8e242f6207.png"
alt="Getting ready to the webinar"
/>

How to record a webinar: Many platforms have a built-in feature. Another option is to use third-party applications to record the screen and audio.

## How to draw attention to a webinar

**How to tell your audience about the online event:**

1. Post information about the webinar on the brand's social networks and partners.
2. Publish the news on the website.
3. Run targeted and/or contextual advertising.
4. Buy a post about the webinar (or repost) on blogs or bloggers.
5. Do an email newsletter to your contact base, or in messengers.
6. Spread the word about your webinar in the media.

## Webinar platforms: paid and free webinars 

Webinars have long been used in marketing and other areas, so there are enough paid and free services for online events on the market. Let's talk about some of them.
### [**ZOOM**](https://zoom.us/)

One of the most popular and well-known programs for online meetings is also used for conducting webinars. It features recording of the session, presentation and screen sharing, as well as a chat function.

The free plan is limited to 100 participants and 40 minutes, after which you need to recreate the online conference. The highest paid plan allows up to 1000 participants and 30 hours of usage, along with cloud storage.

Now, the platform has a separate service called ZOOM webinar, which offers interactive polls and quizzes. This service is available for a fee.

<Img
img="/uploads/zoom_adff8c2b05.jpg"
alt="Zoom Platform for conducting webinars"
/>

### [**Google meet**](https://meet.google.com/)

Google Meet is a simple unified service for online meetings with fast event creation and the ability to plan and integrate with your calendar. A webinar link can be generated with a single click. In the free version, up to 100 people can participate in an online meeting with a time limit of 60 minutes. Paid subscriptions increase the time limit to 24 hours, and up to 500 participants can attend the webinar.

Recording a webinar is only possible from a computer with a Google Workspace subscription. Additional bonuses include noise cancellation features on certain devices.

<Img
img="/uploads/Google_meet_d7e914d668.jpg"
alt="Google Meet Platform for conducting webinars"
/>

### [**YouTube Live**](https://www.youtube.com/live)

Live streams on YouTube are always free, but they lack the specialized webinar features such as polls and quizzes. However, they offer advantages such as unlimited participants, automatic recording that can be made private, screen sharing, and a chat function.

One downside is that verification is required before starting a live stream, so it is advisable to plan the webinar on YouTube in advance.

<Img
img="/uploads/image4_fe0fe3fc3f.png"
alt="YouTube Live Platform for conducting webinars"
/>

### [**GoTo**](https://www.goto.com/webinar)

GoTo is a leading platform for webinars and online meetings, offering a comprehensive set of features for seamless virtual collaboration. With GoToWebinar, users can easily schedule, host, and manage interactive webinars. It provides features such as customizable registration forms, engaging audience interaction tools like polls, surveys, and Q&A sessions, and robust analytics for tracking webinar performance. GoToMeeting offers powerful online meeting capabilities, including HD video conferencing, screen sharing, and collaborative tools like whiteboarding and file sharing. With its user-friendly interface and reliable performance, GoTo provides effective solutions for engaging webinars and productive online meetings.

<Img
img="/uploads/image1_1c9392bb7f.png"
alt="GoTo Platform for conducting webinars"
/>

### [**Webex Events**](https://www.webex.com/suite/webinar.html)

Webex Events is a feature-rich platform designed for hosting large-scale webinars and virtual events. It offers a wide range of interactive features, including customizable registration pages, audience engagement tools like polls, surveys, and Q&A sessions, and the ability to host events with up to tens of thousands of participants. Webex Events also provides robust content sharing capabilities, such as screen sharing, document sharing, and breakout rooms for interactive sessions. With its reliable performance and integration with other Cisco Webex tools, Webex Events offers a comprehensive solution for impactful and engaging online events.

<Img
img="/uploads/image5_75a2f9a838.png"
alt="Webex Events for conducting webinars"
/>

## Summary

Webinar is an online event with one or more speakers. Participants react to the speaker's presentation only with messages in the chat, less often they get access to the broadcast. The webinar window has features to add a presentation, screen sharing. Some platforms add interactivity through polls and quizzes.

Through webinars, brands expand their audience, attract new customers, and present their products and services. To prepare a webinar, you need to write a script, choose a platform and check its technical features. It is important to hold an online event with a moderator who will monitor the sound, the work of the platform, and help participants while the speaker continues the lecture.

When creating a webinar, you should at once think about its promotion through social networks, website, media, targeted or contextual advertising, and mailings.

A webinar is an online seminar for educational, promotional, training or whatever purposes where participants can join remotely to listen, interact, and learn.

medium_vebinar.png

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Discover how webinars can revolutionize your business by engaging and educating your audience, driving leads, and boosting your brand's visibility. 

A Webinar As a Marketing Tool, Its Types & Examples

A Webinar As a Marketing Tool

<Img
img="/uploads/alfa_Figures_50eea3c0a9.png"
alt="AlfaStrakhovanie: Increasement of Profit by 714% in 4 Years"
/>

AlfaStrakhovanie is the largest private insurance company in Russia, offering a wide range of insurance programs for individuals and corporate clients.

Since 2019, the company has been engaged in marketing communication automation through the Altcraft Platform. In the first year, the marketing team achieved excellent results, with a 42% increase in CRM marketing profits. We discussed how they achieved these results [**in this article**](https://altcraft.com/blog/case-how-altcraft-platform-helped-top-insurance-company-increase-sales).

Currently serving over 30 million customers, utilizing 15 communication channels, and processing data from 80 repositories, AlfaStrakhovanie has successfully adapted Altcraft Platform to its scale, automating customer communication and freeing up time for the development and implementation of new strategies. Learn how AlfaStrakhovanie enhances customer communication with the help of the Altcraft Platform.

Currently, AlfaStrakhovanie serves over 30 million customers, utilizing around 15 communication channels and processing data from 80 repositories. Their Customer Journey Map (CJM) consists of 200 touchpoints. Altcraft Platform has successfully adapted to such a scale, enabling the specialists at AlfaStrakhovanie [**to automate customer communication**](https://altcraft.com/blog/marketing-automation-for-insurance-companies) and free up time for the development and implementation of new strategies. 

We share how AlfaStrakhovanie improves customer communication using the Altcraft Platform.

<Img
img="/uploads/Profit_of_Alfa_Strakhovanie_from_CRM_marketing_min_0be7547221.png"
alt="Profit of AlfaInsurance from CRM marketing (comparing with 2018)"
/>

## Why they chose Altcraft Platform

**1. The ability to work in tandem with the internal CDI system without data transmission to cloud services.**  A key priority for insurance companies is customer data security. Altcraft, as one of the few providers in the domestic market, offered an On-premises solution, allowing AlfaStrakhovanie to have full control over their data by deploying the software within their own infrastructure.
 <p>

**2. The capability to gather all data in one place and manage marketing processes in a unified interface.** Within Altcraft Platform's Customer Data Platform (CDP), a unified profile is created for each client based on their personal and behavioral data. This enables a better understanding of customers and facilitates more personalized communication.
 <p>

**3. Сustomization functionality.** Altcraft Platform also provides additional communication channels with clients. The willingness of the Altcraft team to tailor the platform to meet customer requirements played a crucial role in the decision-making process.

## Tasks and results

The customer journey in AlfaStrakhovanie consists of over 200 touchpoints. By configuring scenarios and trigger campaigns in the platform, the company automated customer interactions at each of these touchpoints. Let's discuss the tasks it solved.

### Task 1: Customer retention and increasing repeat sales

Retaining existing customers is a less costly endeavor compared to acquiring new ones. Therefore, a significant portion of marketing communications in AlfaStrakhovanie is focused on addressing this task.

Currently, over 500 triggers are active, with thousands of message variations across various communication channels. Among the implemented mechanisms are:

- **Abandoned calculator.** If a customer starts entering data into the insurance cost calculator but fails to complete the action, the system automatically sends them a reminder with an offer to finish the calculation.

- **Bonus accrual.** After successfully completing a transaction, customers are awarded bonus points. The company then sends them an email notifying them about the accrued points. The email includes an individualized link to other insurance services that may be of interest to the customer.

- **Customer reactivation.** If a customer has not made repeat purchases for an extended period, the company sends them an email with a link to a personalized survey. The survey aims to identify the reasons why the customer is not interested in renewing the service. After completing the survey, the user receives a discount on their next purchase.

**Policy renewal**

For effective policy renewal, the company actively engages with the customer at every stage. The following triggers are used:

**1. 30-Day policy expiration reminder.** One month before the insurance policy expires, the customer receives an email offering the option to renew the service.

**2. Policy expired notification.** On the day the policy becomes invalid, the company sends a notification to the customer.

**3. Abandoned payment.** If a customer starts the policy purchase process but does not complete the transaction, they receive a reminder email.

Each trigger sends a message with an individualized link. When clicked, the customer is redirected to a page where they can quickly renew the service. From the customer's perspective, this simplifies the renewal process. Additionally, timely reminders minimize the risk of missing the deadline and being left without coverage. From the company's standpoint, these triggers increase the likelihood of a successful transaction.

**Cross-Selling**

AlfaStrakhovanie offers 35 primary products and over 50 additional ones. With such a wide range of options, [**cross-selling**](https://altcraft.com/blog/what-is-cross-selling) becomes one of the most effective tools for increasing repeat sales.

However, it is important to offer products that genuinely interest the customer when implementing this strategy. For example, if a person purchases mandatory motor insurance (MTPL), they can be offered comprehensive motor insurance (CASCO). And if they have obtained "Insurance for traveling abroad," they might find "Green Card" service useful.

AlfaStrakhovanie creates a list of relevant products within its internal CDI system, utilizing machine learning. Based on the user's previous actions, ML algorithms generate the best recommendations from the available options.

To timely deliver such an offer, a scenario is set up in the Altcraft platform. After the customer completes the insurance service purchase, they are awarded points and receive an email. Three days later, the platform checks which specific product the customer has purchased. The CDI system gathers relevant additional offers and transfers the data to the platform. Based on this data, a template is generated, and an email with a list of recommendations is sent to the customer. Subsequently, the platform tracks the customer's actions after receiving the email and transfers the data for processing in the CDI system. 

<Img
img="/uploads/alfa_Cross_selling_76ee17bf66.png"
alt="Cross-selling"
/>

Policy renewal, abandoned calculator, cross-selling, and customer reactivation — all these mechanisms are automated and continuously work to retain customers and stimulate repeat sales. As a result, in 2022, the level of repeat sales increased by 98%.

### Task 2: Increasing subscriber engagement

When it comes to email marketing, the level of subscriber engagement reflects how actively subscribers interact with the emails. Metrics such as open rates, click-through rates, and conversions are important indicators to consider.

Personalization is a key factor in driving customer engagement, and AlfaStrakhovanie has always excelled in this aspect. As previously mentioned, Altcraft Platform has been working in tandem with the company's internal CDI system from the beginning. All emails in the platform are generated based on data from this system. Let's explain how it works.

The CDI system segments users into micro-segments for each touchpoint based on various parameters: active products, customer interactions, insurance claims, website calculation stages, psychographics, and more. Personalized links and datasets are generated based on this segmentation and later transmitted to the platform. The platform performs additional customer load segmentation and triggers activation. As a result, customers receive the best offer from over 1 billion possible combinations. The average click-through rate (CTR) for such messages is 39%.

However, the company didn't stop at personalized email campaigns. The next step was to increase email open rates. Two different techniques were used for transactional notifications and promotional mailings.

**Transactional messages** contain important information, so it is crucial to ensure that the customer receives them. A [**cascade mailing**](https://altcraft.com/blog/cascade-campaigns) approach became an obvious solution, and the AlfaStrakhovanie team implemented the following scenario:

<Img
img="/uploads/alfa_Cascade_campaign_50db3a57f5.png"
alt="Cascade mailing"
/>

The message is sequentially sent to various channels. If the recipient does not open the message in one channel, the platform sends the same message to another channel. This process goes from the cheapest channel to the most expensive one. If the message still doesn't reach the recipient, a specialist from the call center will contact them.

By using cascading distribution, marketers have achieved almost 100% message open rate. 

To increase the open rate of **promotional campaigns**, marketers have employed a new ML module in the Altcraft Platform called [**"Best Send Time."**](https://altcraft.com/blog/altcraft-platform-updates-machine-learning-new-reports-whatsapp) Machine learning algorithms analyze the history of message openings in campaigns and determine the day of the week and hour when a specific profile is most likely to read the message. Therefore, each subscriber receives the email at the optimal time for them.

As you can see, conservatism is not characteristic of AlfaStrakhovanie marketers. They are always ready to embrace new technologies in their strategies, which is why their subscribers have long been receiving [**AMP emails**](https://altcraft.com/blog/amp-emails-what-they-are-their-types-why-required). The level of interaction with such emails is much higher than with regular HTML versions.

### Task 3: Attracting new clients 

To find new clients, the company expanded its coverage by setting up new communication channels - Telegram Group and Telegram Bot.

Through Telegram Group, AlfaStrakhovanie's specialists automated the posting of posts in its official channel. There they report on important news and share useful tips in the insurance industry. 

The main task of the channel is to increase brand recognition and gain the trust of potential clients. 

As for Telegram Bot, it performs the function of a support service. Here, messages are sent directly to the user, but they should first start a dialog with the bot. After that, their data gets into Altcraft's database for further communications. 

In addition, lead generation takes place through omnichannel scenarios in the platform. Through API requests, contacts of potential customers are transferred to agents, brokers and the call center. At the same time, the collected data allows for the automatic creation of a personalized script for each lead.

## Conclusion

The company "AlfaStrakhovanie" has been automating marketing communications with customers through the Altcraft Platform for over four years. The collaboration can be considered successful as the profit from CRM marketing consistently increases year after year. In 2022, it grew by 98%, marking a 44% increase compared to 2021.

How the insurance company AlfaStrakhovanie increased the level of repeat sales and subscriber engagement using the Altcraft Platform.

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AlfaStrakhovanie case study 2023.png

Read how the insurance company increased repeat sales and subscriber engagement through marketing automation.

AlfaStrakhovanie: Increasement of Profit by 714% in 4 Years

How AlfaStrakhovanie Group Increased CRM Marketing Profit by 714% in 4 Years

<Img
img="/uploads/videomarketing_c6632da9dd.png"
alt="Video Marketing for Brand Promotion: Best Examples"
/>


Video content is currently at the peak of its popularity and is projected to remain relevant for a long time. By 2023, [**the number of viewers**](https://storyxpress.co/blog/video-marketing-trends-in-2022/) of this format is expected to reach 3.5 billion. Horizontal and vertical videos have already been integrated into almost all marketing channels. The world's leading video platform, YouTube, [**attracts 2.5 billion monthly users**](https://thesocialshepherd.com/blog/youtube-statistics#:~:text=YouTube%20has%202.1%20billion%20monthly,some%20pretty%20impressive%20YouTube%20statistics!), while TikTok [**engages billions of users**](https://www.demandsage.com/tiktok-user-statistics/) every month.


In light of this, [**96% of marketers state**](https://dash.app/blog/video-marketing-statistics) that video is an important part of their marketing strategy. Brands incorporate video marketing into their promotion efforts to capture audience attention, showcase their products, and increase sales.


In this article, we will discuss the advantages of video promotion, explore different video formats, and showcase compelling case studies.


## Video marketing: notion


Video marketing is the use of video content to promote a brand across various communication channels, including social media, dedicated platforms, and advertising.


In 2023, video marketing primarily involves adapting video content for mobile formats, as [**75% of users**](https://personifycorp.com/blog/video-marketing-statistics-2023/) watch videos on their phones.


## Why businesses need video marketing


Video marketing is essential for businesses because it allows them to:


**Capture attention:** Video has a higher chance of engaging users compared to standard ads or text, taking marketing campaigns to a new level.


**Build trust and humanize the brand:** Video content resembles live communication, especially through live streaming where company representatives interact with the audience. Users trust the responses more when they see a real person rather than an avatar.


**Expand the audience:** Mass communication channels are investing in video formats to increase views and motivate users to create their own videos. Platforms also offer users content based on their interests, increasing the potential reach of your video.


**Facilitate sharing and increase brand exposure:** If users share your video, it will reach more potential customers. Video is everlasting content that promotes the brand itself.


**Improve website SEO optimization:** Having video marketing content on your website can positively impact search engine rankings, as user engagement and time spent on the webpage are considered ranking factors.


**Explain products or services:** Videos make it easier to visually and quickly explain even the most complex concepts. Some people immediately turn to YouTube for answers rather than Google.


**Boost sales:** Videos are effective at both the top and bottom of the sales funnel. They can introduce products to people for the first time through advertising or serve as the final step in the decision-making process after users have watched a product review and received an offer.
## Video marketing formats


<Table>
| Format | Description |
| ------ | ------ |
| Video banners | In advertising, a persuasive video with a text description at the bottom is added instead of a banner. Alternatively, the video becomes the sole creative element for the campaign. |
| Video ads inside other commercials | Video ads of a few seconds appear at the beginning or in the middle of other videos. |
| Brand videos | Videos on various topics that companies use in social media posts or on dedicated platforms for promotion. |
| Live broadcasts | Live streams with users – the boldest and most open format for engaging with the audience, as nothing can be edited during the broadcast. |
</Table>


### In terms of content, there are different types of videos:


**Branding and promotional videos** that showcase the company, its values, advantages, and directly or indirectly advertise its products.


**Educational videos** that provide instructions on how to use a product. These videos aim to inform rather than directly sell, allowing users to decide whether they want to make a purchase or not.


**Informative or expert videos** that address specific problems that can be solved using the brand's product. These marketing videos build trust and demonstrate the brand team's expertise in a particular field.


**User-generated videos**, which are created by users either voluntarily or as part of paid advertising. For example, a cosmetic review by a popular influencer can be useful for brand promotion.


## How to shoot a video for video marketing


Any video from a brand should be part of the marketing strategy because video marketing makes no sense if it's disconnected from business goals.


**Here's how to approach creating a marketing video:**


1. Set a goal that aligns with your overall marketing strategy. Determine the purpose of the video, whether it's to drive sales, expand the audience, and so on. Define metrics upfront to measure the video's success, such as the number of inquiries, views, shares, etc.
<p>


2. Decide which stage of the sales funnel the video is intended for: the initial stage for "cold" prospects, the consideration stage for comparing different options, or the decision stage after prospects have made a decision.
<p>


3. Choose the marketing platforms that are suitable for video distribution. Video marketing works well on social media platforms, through [**messenger apps**](https://altcraft.com/blog/messenger-marketing), and via email. Select platforms where your target audience is present.
<p>


4. Calculate the video budget, taking into account production costs, equipment, location fees, and any necessary professional services.
<p>


5. Write a script and provide detailed descriptions of the desired locations and props for the shoot.
<p>


6. Decide whether to hire a professional team or shoot the video in-house using your own resources.
<p>


7. Shoot and edit the video. With the right script and proper preparation, the filming process will go smoothly.


<Img
img="/uploads/photo_2023_07_10_16_08_14_0cb32591d9.jpg"
alt="How to prepare for shooting a video"
/>



## Examples of successful video marketing 


### Dove: Real Beauty Sketches


Dove's "Real Beauty Sketches" video campaign was a groundbreaking and powerful initiative that aimed to challenge society's perception of beauty. The campaign featured an experiment where a forensic sketch artist drew portraits of women based solely on their self-descriptions, as well as descriptions from strangers. The stark contrast between the two sketches highlighted how women often perceive themselves as less attractive than they actually are. The emotional and thought-provoking video aimed to promote self-acceptance and redefine beauty standards, resonating with millions of viewers worldwide. The campaign garnered widespread acclaim for its empowering message and successfully sparked conversations about body image and self-esteem.




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### Google Earth: Homeward Bound 


The Homeward Bound marketing campaign with Saroo video is a captivating and emotional promotional effort by Google Earth. The video follows the remarkable real-life journey of Saroo Brierley, who used Google Earth to find his way back home after being separated from his family at a young age. The campaign beautifully highlights the power and potential of Google Earth as a tool for reconnection and navigation. Through stunning visuals and Saroo's personal narrative, the video effectively conveys the message of hope, resilience, and the transformative impact technology can have on people's lives. It serves as a compelling testament to the capabilities and significance of Google Earth as a global mapping and exploration platform.




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### Budweiser: Some Waits For You At Home


The "Some Waits For You At Home" video campaign by Budweiser is a heartwarming and touching advertisement that resonates with viewers. The campaign focuses on the story of a dog who eagerly waits for its owner to return home after a long day at work. The video beautifully captures the unconditional love and loyalty between a pet and its human companion. With emotional music and cinematic storytelling, the campaign evokes a strong emotional response, emphasizing the importance of home and the joy of being reunited with loved ones. Budweiser effectively utilizes this emotional connection to highlight their brand as a symbol of relaxation, comfort, and cherished moments spent at home.



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### Always: Like A Girl


The "LikeAGirl" video campaign by Always is a powerful and thought-provoking initiative aimed at challenging gender stereotypes and empowering young girls. The campaign addresses the negative connotations associated with the phrase "like a girl" and aims to redefine it as a symbol of strength, confidence, and resilience. Through a series of interviews and demonstrations, the video showcases how society's perception of what it means to do things "like a girl" changes as children grow older. By highlighting the impact of stereotypes on girls' self-esteem, the campaign encourages viewers to reconsider their own biases and promote gender equality. It serves as an inspiring call-to-action to support and uplift girls, empowering them to embrace their abilities and rewrite societal narratives.



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</Gallery>




## Summary


**Video marketing** is the use of videos in advertising campaigns to increase brand visibility. Videos capture users' attention, promote company products, and drive sales.


They can be used as advertising creatives or stand-alone content in brand's social media channels. There are various types of videos, including brand image videos, promotional videos, expert videos from the company, and user-generated videos where customers share their reviews or product testimonials.


Marketing videos are created in the context of the overall marketing strategy and support its goals. It is important to tailor the videos to the platform where they will be published to effectively reach the target audience.




Video marketing is a powerful tool that helps businesses attract attention, build trust, expand their audience, improve SEO, explain products, and drive sales.

medium_videomarketing.png

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thumbnail_videomarketing.png

videomarketing.png

Discover the power of video marketing to captivate audiences, boost brand visibility, and drive sales.

Video Marketing for Brand Promotion: Best Examples

Video Marketing for Brand Promotion: Examples of Best Practices

<Img
img="/uploads/dannye_o_klientah_dlya_ml_64932f15a2.png"
alt="Machine Learning: How to Use Data Infrastructure for It"
/>

Machine learning (ML) is becoming increasingly important, and those who quickly grasp the functionality of ML will gain an advantage over their competitors. Many companies of varying sizes use purchased technologies to develop marketing strategies, but not all market players accurately assess the suitability of their databases for ML.

Progress does not stand still: companies will be able to derive real benefits from machine learning technology if they learn to collect high-quality source data. The quality of input information directly affects the results of ML.

## How to unlock the full potential of machine learning

To ensure that machine learning models function effectively, it is crucial to load them with a large amount of data. The more comprehensive the information you provide, the more productive the results from machine learning will be. Incorrect or contradictory data can lead to inaccurate predictions by the models.

The accuracy of predictions is important for making informed managerial decisions. "Good data" reduces the risk of errors.

Machine learning algorithms rely on the information they are provided to continue learning and improving. Information is also necessary for adapting the model to new conditions and predicting events in current realities.

## Terms and definitions in machine learning 

**Machine learning algorithms:** These are code elements designed to explore and analyze incoming data. Algorithms can be appropriately referred to as the "brain" of machine learning.

**Machine learning model:** This is a file that is trained to recognize correlations and patterns. Models are trained based on sets of data using a specified algorithm.

**The learning process in machine learning:** This is an ongoing process of adjusting the model based on incoming information. Training concludes when the model creator is confident in the accuracy of the predictions.

*Facial recognition is a widely used function of machine learning. Models are trained on thousands of photographs for an extended period of time.*

**Training on big data:** This is a branch of machine learning that specializes in processing large volumes of information. Without Big Data, achieving reliable results is challenging.

## Stages of machine learning

Let's suppose ML scenarios may seem standard, but the application of this technology improves the customer experience and enhances [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters). Additionally, it improves audience segmentation, enables customer churn prediction, and generates quality analytics. The more data you have, the more accurate the forecasts. Therefore, companies need to choose a reliable customer data management platform to accumulate sufficient information. We recommend [**CDP Altcraft Platform**](https://altcraft.com/en).

<Img
img="/uploads/image1_05d977bfae.png"
alt="Customer digital profile on Altcraft CDP"
src=""
/>

**The first stage** of machine learning is the processing of incoming information. It concludes with obtaining a refined dataset. In this initial stage, it is important to identify relevant sources of information. Then, tools are applied to quickly process, validate, and cleanse large volumes of data.

Otherwise, this stage can be called 'data cleaning,' which takes up a significant amount of time and effort. If the input information is in the wrong format or lacks proper context, the training will be incomplete, and the model will not produce accurate results.

**The second stage** is the processing of test datasets. It is at this step that the time and resources invested in the first stage begin to pay off. Machine learning algorithms come into play, and the information from the previous stage becomes the 'test set.' The sets are constantly changing as the process is iterative. Data analysts carefully monitor the model's response to new tests throughout the process and adjust the accuracy of predictions.

**The third stage** essentially involves testing the machine learning model in real-time. It begins when the model demonstrates reliability in the previous phase.

## The route of data

The data journey involves a chain of data transformations, including the collection and processing of input information using machine learning algorithms to enable the model to make predictions and decisions.

### Step 1: Data collection

Information is collected from various sources such as [**databases**](https://altcraft.com/glossary/everything-about-the-customer-database), pixels, platforms, social networks, etc. It is important to have relevant and reliable information about the problem that the ML model is intended to solve.

Preparing customer data for machine learning is not an easy task. This question becomes particularly acute when multiple sources of information are involved, both external and internal.

For companies, input information includes user activity on the web, data on purchases made, interactions with customer service, and monitoring of customer activity in mobile applications.

The process is further complicated by new regulatory acts (such as [**GDPR**](https://gdpr-info.eu/)) that require companies to obtain prior consent for the use of customers' personal data. Without the users' consent to use their information for machine learning, it cannot be used.

### Step 2: Data standardization

Collected data is useless without standardization: it is converted into a format that can be processed by machine learning algorithms, typically CSV or JSON. It is important for the data to be consistent. Duplicate or outdated information is removed, and missing values are compensated for. Data analysts spend a significant amount of time cleaning and harmonizing "dirty" data.

Event specification involves real-time quality checks on incoming data sets. When a new event occurs, the verification is performed. This ensures the cleanliness and alignment of the information for machine learning purposes.

## Why do we need data infrastructure?

Reliable information is crucial not only for machine learning operations but primarily as a foundation for making informed, [**data-driven management decisions**](https://altcraft.com/blog/data-driven-marketing). Decisions that are not based on data have a high probability of resulting in financial losses.

Customer information is collected and analyzed to improve products according to consumer needs and expectations. In addition to the product itself, channels of promotion and communication with customers are adjusted based on the gathered insights.

A strong information foundation leads businesses to growth and enables the automation of routine tasks. The freed-up time allows employees to focus on developing conceptual solutions. The result is increased workforce efficiency, savings in the marketing budget, and growing company profits.

Importantly, without proper data collection, organization, and management, companies will not be able to comply with [**GDPR**](https://gdpr-info.eu/) and [**CCPA**](https://oag.ca.gov/privacy/ccpa) requirements.

Handle your data intelligently with the help of [**CDP Altcraft Platform**](https://altcraft.com/en). The platform also includes an ML module called Optimal Sending Time. It allows you to determine the best time to send emails, facilitating better customer engagement. This can significantly enhance user involvement with your messages.

Machine learning uses algorithms and data to enable computers to learn and make informed decisions, enhancing business operations and customer experience.

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Discover the power of machine learning: transform your business with data-driven insights and predictive capabilities.

Machine Learning: How to Use Data Infrastructure for It

How to Use Customer Data for Machine Learning

<Img 
img="/uploads/servisy_dlya_smm_i_contenta_959400d704.png"
alt="Services for SMM and content generation in social networks"
/> 


To reach a wider audience, brands utilize various marketing channels. Ignoring social media for promotion means missing out on a huge potential audience. In early 2023, 4.7 billion people were using them, and this number continues to grow.


That's why every ambitious marketing strategy includes a plan for SMM promotion. Managing social media requires time and sometimes specific skills (e.g., design).


Marketing automation comes to the rescue with services and applications for posting, text editing, image and video editing, competitor research, link management, and more. In this article, we will discuss useful tools that simplify social media management.


## Posting


### [**Hootsuite**](https://www.hootsuite.com/)


Hootsuite is a comprehensive social media management platform that offers a range of features and opportunities for businesses and individuals. With Hootsuite, you can schedule and publish posts across multiple social media channels, including Facebook*
, Twitter, Instagram*
, LinkedIn, and more. The platform allows you to monitor and engage with your audience, track social media analytics, and collaborate with team members. Hootsuite also offers content curation, social listening, and reporting capabilities, providing valuable insights to optimize your social media strategy. Its user-friendly interface and customizable dashboards make it a popular choice for effectively managing and growing your social media presence.


<Img
img="/uploads/image7_1ab7306143.png"
alt="SMM platform for scheduling & automatic posting, tracking analytics - Hootsuite"
/>


### [**SocialPilot**](https://www.socialpilot.co/)


SocialPilot is a comprehensive social media management tool that enables users to schedule, analyze, and manage their social media presence. The platform offers advanced features such as content curation, bulk scheduling, and RSS feed integration, allowing you to efficiently manage and automate your social media campaigns. SocialPilot also provides detailed analytics and performance reports, enabling you to track the success of your social media efforts and make data-driven decisions. Additionally, the service offers team collaboration features, making it convenient for businesses and agencies to work together on social media marketing initiatives.


<Img
img="/uploads/image21_9485a321e9.png"
alt=Managing & automating social media campaigns, gathering detailed analytical reports with SocialPilot""
/>


## Texts


### [**LanguageTool**](https://languagetool.org/)


LanguageTool is a powerful online proofreading tool that helps users improve their writing by identifying and correcting grammar, spelling, and punctuation errors. It offers suggestions and explanations for each mistake, enabling users to enhance the overall quality and clarity of their text.

<Img
img="/uploads/image25_237c11e220.png"
alt="Proofreading tool for checking texts in many languages - LanguageTool"
/>

LanguageTool supports a wide range of languages, including English, Spanish, French, German, Italian, Portuguese, Russian, and many more. It provides grammar and spelling checks for various language pairs, making it a versatile tool for multilingual users.


### [**Grammarly**](https://www.grammarly.com/grammar-check)

Grammarly is a comprehensive check-writing service that helps users improve their writing skills. It offers grammar and spelling corrections, as well as suggestions for style and clarity enhancements. With its user-friendly interface and integration across various platforms, Grammarly is a valuable tool for enhancing the overall quality of written content.

<Img
img="/uploads/image22_cb2463b6ca.png"
alt="Check-writing service for improving writing skills - Grammarly"
/>

### [**Hemingway Editor**](https://hemingwayapp.com/)

Hemingway Editor is a writing tool designed to improve the readability and clarity of your text. It highlights complex sentences, excessive adverbs, passive voice, and other areas that may hinder readability. It provides a readability score, suggests alternative word choices, and offers a distraction-free writing environment. Hemingway Editor helps writers create concise, compelling content that effectively communicates their message to readers.


<Img
img="/uploads/image19_63fbaf5c2c.png"
alt="Tool for improving readability and clarity of texts - Hemingway Editor"
/>


## Images & Video
### [**Visme**](https://www.visme.co/)


Visme is a powerful visual content creation tool that allows users to easily design and customize presentations, infographics, reports, and more. With a drag-and-drop interface and a vast library of templates, images, and icons, users can create stunning visual content without any design experience. 


<Img
img="/uploads/Visme_695bc0e1cd.jpg"
alt="Visual content creation tool - Visme"
/> 



Visme also offers features like data visualization, interactivity, and collaboration, making it a versatile platform for creating engaging and impactful visual content. A simplified free or an extended paid option is available. 


<Img
img="/uploads/Shablony_Visme_8d3b9f21b6.jpg"
alt="Templates in Visme"
/>



### [**Desygner**](https://desygner.com/)


Desygner is a user-friendly graphic design platform that offers a wide range of features and options for creating stunning visuals. With Desygner, users can access a vast library of customizable templates, graphics, and fonts, making it easy to design professional-looking graphics, social media posts, presentations, and more. The platform also provides collaboration and sharing capabilities, allowing users to work together on projects and easily share their designs across various channels.

<Img
img="/uploads/image6_06862c227e.png"
alt="graphic design platform - Desygner"
/>

### [**PicsArt**](https://picsart.com)

PicsArt is a versatile photo editing and design app and online service that offers a plethora of creative features and options. It boasts a rich collection of graphics elements and provides tools for drawing, background manipulation, element erasing, and even an AI generator. With PicsArt, users can unleash their creativity and enhance their photos with professional-level editing capabilities.

<Img
img="/uploads/photo_2023_06_27_10_52_29_f0763ef39c.jpg"
alt="Photo editing and design app - PicsArt"
/>

### [**Media.io**](https://www.media.io/)

Media.io is a simple online video editor that eliminates the need for installing software on your computer. It offers basic editing functions such as trimming, converting, resizing, and color correction. The platform provides a library of transitions, effects, and music, and it can even generate automatic subtitles using AI technology. With media.io, users can easily edit and enhance their videos without the hassle of complex software installations.

<Img
img="/uploads/image5_548b4a49ec.jpg"
alt="Online video editor - Media.io"
/>

### [**Murf.AI**](https://murf.ai/)

Murf.ai is a versatile text-to-voice conversion service available in multiple languages. It offers a wide range of voice options and accents, allowing you to customize the output to suit your preferences. The service provides a simple and user-friendly interface for converting text into high-quality voice recordings. Murf.ai supports various payment options and offers flexible pricing plans based on usage, ensuring accessibility for different users. Whether you need voiceovers for videos, audiobooks, or other applications, Murf.ai provides a convenient and efficient solution for converting text into lifelike speech.


<Img
img="/uploads/Murf_AI_dae717fd05.jpg"
alt="Tool for text-to-voice conversion Murf.AI"
/> 


### [**Meme Generator**](https://imgflip.com/memegenerator)


Meme Generator is a platform that gathers popular memes in one place. Users can easily replace the original text on templates with their own. It allows brands to quickly customize memes to their liking without the need for a designer.


<Img
img="/uploads/image13_82a948ace2.png"
alt="Service for marketers & designers Meme Generator"
/>

## Analytics and ideation

### [**Google Trends**](https://trends.google.com/)

Google Trends is a service that shows how many times users have searched for a specific topic over a given period. It also provides the context in which the search terms are used. This serves as a valuable source for content ideas and assessing their popularity. With this information, the development of a marketing strategy becomes easier.


<Img
img="/uploads/image4_8ad880c947.png"
alt="Service for developing marketing strategy Google Trends 1"
/>

<Img
img="/uploads/image12_79c91d3baf.png"
alt="Service for developing marketing strategy Google Trends 2"
/>

### [**Popsters**](https://popsters.com/)

Popsters is a service that analyzes the popularity of social media posts and identifies the most successful ones. It also compares the publications of different companies, displaying the content type, text that yielded the best results, and the time when posts gained high reach. Popsters is useful for testing hypotheses, finding the best formats, and tracking competitors' social media activities.

<Img
img="/uploads/image11_5e549e51d4.png"
alt="Service for analysis of popularity of social media posts - Popsters"
/>

### [**Brand24**](https://brand24.com/)

Brand24 is a service that finds mentions of your brand and evaluates the sentiment of comments across marketing channels, including posts in [**social media**](https://altcraft.com/blog/messenger-marketing), videos, podcasts, and forums. It covers 25 million resources in real-time, allowing you to promptly respond to negativity and analyze audience queries.


<Img
img="/uploads/Brand24_636ea7ad00.jpg"
alt="service that finds mentions of your brand & evaluates it - Brand24"
/> 

## Mass mailing
For mass messaging in social networks, internal mailing services and tools that support omnichannel marketing are used. 

For Telegram messaging, [**BotHelp**](https://bothelp.io/telegram), a chatbot builder for distribution, is commonly used to automate contact collection, customer communication, and sales funnels. 

<Img
img="/uploads/image10_653269caf8.png"
alt="Chatbot builder for Telegram messaging - BotHelp"
/>

[**Altcraft Platform**](https://altcraft.com/en), a marketing automation tool, combines social media, messengers, and mobile app messaging in one interface. It utilizes a [**client database**](https://altcraft.com/glossary/everything-about-the-customer-database) with user data from various sources, making it easy to customize offer personalization. 

The Altcraft team continuously integrates new marketing channels to reach a broader brand audience.
<Img
img="/uploads/image14_695f3b0960.png"
alt="Subscription channels within Altcraft CDP"
/>

## Work with links

### UTM tag generators 

[**Tilda's UTM tag generator**](https://tilda.cc/utm/) inserts dynamic tags that can change values and automatically corrects errors by removing duplicates and invalid characters. This service simplifies the process of creating accurate UTM tags for tracking and analyzing marketing campaigns.

<Img
img="/uploads/image24_d908b0c55c.png"
alt="Tilda's UTM tag generator"
/>

[**UTM.io**](https://web.utm.io/) is a powerful UTM tag management platform that simplifies the process of creating, organizing, and tracking UTM tags. It offers a user-friendly interface, advanced features like dynamic parameters and error correction, and seamless integration with popular marketing tools. With UTM.io, businesses can efficiently track their marketing campaigns, gain valuable insights, and optimize their marketing strategies for better results.

<Img
img="/uploads/image16_ff3b38b985.png"
alt="UTM tag management platform - UTM.io"
/>

### URL shortening

[**Ow.ly**](https://www.hootsuite.com/pages/owly) is a URL shortening service that allows you to transform long URLs into shorter ones. It is commonly used in conjunction with social media platforms, as it provides analytics and click-tracking features to monitor the performance of shared links. Ow.ly is known for its simplicity and ease of use, making it a popular choice for those looking to streamline their link-sharing process.

<Img
img="/uploads/image9_65b07eab97.png"
alt="Simple & easy to use URL shortener Owly"
/>

[**TinyURL**](https://tinyurl.com/app) is a widely recognized URL shortening service that condenses long web addresses into shorter and more manageable links. With its straightforward interface, users can quickly generate compact URLs to share across various platforms, such as social media, email, or messaging apps. TinyURL also offers the option to customize shortened links for a more personalized touch.

## Contests

### [**Random.org**](https://www.random.org/)
[**Random.org**](https://www.random.org/) is a reliable and widely-used service for generating random numbers and conducting fair draws. It utilizes atmospheric noise to generate truly random results, ensuring fairness in selecting winners for contests, giveaways, and other random events. With its easy-to-use interface and transparent methodology, Random.org is a trusted choice for those seeking true randomness in their selection process.

<Img
img="/uploads/image3_fe5468d1cc.png"
alt="Service for generating random numbers - Random.org"
/>

### [**Gleam.io**](https://gleam.io/)
[**Gleam.io**](https://gleam.io/) is a comprehensive platform for running contests, giveaways, and promotional campaigns. It offers a wide range of features including social media integrations, multiple entry methods, customizable entry forms, and fraud protection. With built-in analytics and reporting, Gleam.io provides valuable insights into campaign performance, audience engagement, and conversion tracking. Its user-friendly interface and powerful features make it a popular choice for businesses looking to drive customer engagement and growth.

<Img
img="/uploads/image18_7e3e88348a.png"
alt="Platform for running contests, giveaways & promotional campaigns Gleam.io"
/>

## Conclusion


Services for SMM and content generation in social networks:


- Posting automation: [**Hootsuite**](https://www.hootsuite.com/),  [**SocialPilot**](https://www.socialpilot.co/).
<p>

- Proofreading and checking the texts and styles: [**LanguageTool**](https://languagetool.org/), [**Grammarly**](https://www.grammarly.com/grammar-check), [**Hemingway Editor**](https://hemingwayapp.com/).
<p>

- Search for images, create or edit them: [**Meme Generator**](https://imgflip.com/memegenerator), [**Visme**](https://www.visme.co/), [**Desygner**](https://desygner.com/) or [**PicsArt**](https://picsart.com).
<p>

- Online video editing: [**Media.io**](https://www.media.io/).
<p>

- Voiceover: [**Murf.AI**](https://murf.ai/). 
<p>

- Ideation and analysis: [**Google Trends**](https://trends.google.com/), [**Popsters**](https://popsters.com/). 
<p>

- Tracking brand mentions: [**Brand24**](https://brand24.com/). 
<p>

- UTM tag generators: [**Tilda**](https://tilda.cc/utm/)’ s service or [**UTM.io**](https://web.utm.io/).
<p>

- URL shorteners: [**Ow.ly**](https://www.hootsuite.com/pages/owly), [**TinyURL**](https://tinyurl.com/app).
<p>

- Randomizers for running contests:[**Random.org**](https://www.random.org/), [**Gleam.io**](https://gleam.io/).
<p>

- Mass mailing in Telegram: [**BotHelp**](https://bothelp.io/telegram). Sending messages to social networks, messengers, and applications from a unified window is possible through [**Altcraft Platform**](https://altcraft.com/en), a marketing automation service.

*Meta and its services are considered as extremist in Russian Federation


There are services available for SMM and content generation in social networks that offer comprehensive solutions for managing and creating engaging content.

medium_image2.png

small_image2.png

thumbnail_image2.png

image2.png

Embrace marketing automation tools that streamline social media management, from posting and editing to competitor analysis and link optimization.

Services for SMM and Content Generation in Social Networks

<Img
img="/uploads/7_oshibok_v_email_rassylkah_871a188532.png"
alt="Mistakes in Email Campaigns"
/>

How much do email campaign mistakes cost? [**According to statistics**](https://www.oberlo.com/blog/email-marketing-statistics), every dollar spent on email marketing yields a return of $40. Let's assume that an email was sent with an error, such as a non-functional link to the promoted campaign page. The company will waste its marketing budget and miss out on significant revenue.


Small errors in emails can sometimes result in significant losses: money, reputation, and audience. People unsubscribe or mark emails as spam when they receive strange email campaigns with unintelligible characters, poorly readable text, and images that don't display properly. That's why it's important to verify the accuracy of each email.


In this article, we will discuss 7 common mistakes that can lead to the failure of a marketing campaign.




## 1. The mailing list is open to everyone


Displaying to the user all the addresses to which the newsletter was also sent is a serious mistake.


- Firstly, if the offer in the email is positioned as exclusive, the recipient will see that it is not true, as others have received the same email.
<p>



- Secondly, an email address is personal data of users that cannot be simply shared with other people.
<p>


- Thirdly, [**the customer database**](https://altcraft.com/glossary/everything-about-the-customer-database) will end up in the hands of competitors who may be subscribed to your newsletter.


*An example of such a mistake is simply expanding the recipient list to copy all the email addresses from someone else's database.*





<Img
img="/uploads/image8_16572d23d0.png"
alt="Example when mailing list is shown to all the database"
/>


## 2. Tags instead of user names


Automatically inserting the user's name into an email during a campaign is a [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) technique. This method works by configuring variables in the emails, which are then added using special tags.


However, if there is an error in the settings, the user will see a string of characters instead of their name, for example, **{first_name}**. Some people may find this amusing, but others may mistake the email as spam, lodge a complaint, and unsubscribe.



<Img
img="/uploads/image6_0dc124200b.png"
alt="Personalization failed: tags instead of user name"
/>


### How to fix the problem


In [**Altcraft Platform**](https://altcraft.com/en) for marketing automation, such an issue will not arise. If the necessary subscriber data is not available in the database for substitution, the platform will omit the variable, and the recipient of the email will not encounter an unclear **{_fname}** or something alike. Moreover, with proper configuration, you can show a general salutation such as "**Dear customer**". To do this, simply enter the text you want to display to subscribers with incomplete data:


<Img
img="/uploads/image5_47dc163090.png"
alt="What to show if customer data is incomplete"
/>


In the platform, there is also a preview of the ready-made email with automatically filled variables. You can even choose a subscriber to preview the template on their behalf:

<Img
img="/uploads/image11_e3e89f0c2f.png"
alt="Preview of the personalized email template"
/>


## 3. Broken links in the email


If a link in the message doesn't open or leads to a 404 error page, the brand risks losing out on revenue. It's unlikely that the user will persistently investigate and contact support to get the correct link for promotions and discounts. In the best case, they may find your website through a search engine, but in the worst case, they won't take any action.


*Thus, sometimes it happens even with famous brands:*



<Img
img="/uploads/image2_4bbd81b145.png"
alt="Broken link in newsletter 1"
src="Within the email it all looks perfect..."
/>


<Img
img="/uploads/image12_a20568bc29.png"
alt="Broken link in newsletter 2"
src="...while navigating the link you get to a 404 page."
/>


### How to fix the problem


Even a newsletter with a broken link can be saved by Altcraft Platform. There is an option to replace the link in the email that has already been sent. You should go to “**Settings**” — “**Custom links**”. The error can be fixed with a couple of clicks, eliminating the need for a resend. If you discover the broken link quickly, users won't notice anything.



<Img
img="/uploads/image9_a68cedd97e.png"
alt="Replace link in an already sent email newsletter with the help of CDP"
/>


## 4. Non-functioning buttons in the email


A specific case of non-functioning links is inactive design elements. In the example shown in the image, there is a button, but when clicked, the image opens in full screen. This means that the email layout for the newsletter was done incorrectly: the marketer didn't make the button active.


If there is a duplicate link with the same [**CTA**](https://altcraft.com/blog/what-is-cta) in the body of the email, conversion can still be salvaged. However, when the button within the image is the only option for website navigation, the error can lead to monetary loss.



<Img
img="/uploads/image4_3ce42dc433.png"
alt="CTA buttons to navigate on the site "
src="Always double check to be sure that each CTA leads to a proper site page"
/>


Ensuring that the CTA button in the email correctly navigates to the intended page on the website, without displaying an image and functioning properly, is of utmost importance. It directly impacts user experience, conversion rates, and ultimately the success of your marketing campaign. Neglecting to thoroughly test and verify the functionality of the button can result in missed opportunities, frustrated recipients, and potential financial loss.


## 5. Images are not displayed


Using images and design in emails is not a recent practice for marketers, but they still make mistakes that result in images not being displayed.


Sometimes, the reason lies in the size and weight of the image, which fails to load properly for users with slow internet connections. The image format also matters: typically, JPG, PNG, and GIF formats are used, while experiments with other image types can lead to slow loading times.


Users won't wait for images to appear on the screen and are likely to close the email. And if the email is entirely composed of images, the campaign will be in vain and yield no results.



<Img
img="/uploads/image15_b93f136a1e.png"
alt="Email where image can’t be displayed"
/>




### How to fix the problem


Users of Altcraft Platform don't encounter the issue of improperly loaded images. Images in email templates are uploaded from the platform's own server. With this feature, you can easily replace any image in an already sent email.

<Img
img="/uploads/photo_2023_06_20_10_28_54_8d106fcc36.jpg"
alt="How to change image in an already sent email newsletter"
/>


## 6. Text is unreadable due to color inversion 


Sometimes marketers forget about the existence of dark mode on devices when sending email campaigns, where the light background changes to a dark one. If the text and design are not adapted for dark mode, these elements will not be visible in the email.


Usually, the problem is solved by choosing a design for images and text that looks equally good on light and dark backgrounds, as well as adjusting the transparency of image backgrounds. Additionally, not all email providers support and display the inversion correctly.



<Img
img="/uploads/image14_2edd8bc7a1.png"
alt="Text is invisible due to dark mode"
src="Light vs dark mode: on the latter the dark blue brand name is totally invisible due to the dark background"
/>





Sometimes, situations like white text on a white background occur due to color choices. That's why it's important to check the appearance of emails in different themes and, if possible, across various [**email clients**](https://altcraft.com/glossary/email-client-what-it-is-why-you-need-one-and-how-to-choose-the-right-one) to ensure optimal readability.


<Gallery>
<GalleryItem
original="/uploads/neudachnyj_czvet_teksta_979a7480e4.png"
thumbnail="/uploads/neudachnyj_czvet_teksta_979a7480e4.png"
/>
<GalleryItem
original="/uploads/plohoj_czvet_teksta_692ebd6ceb.png"
thumbnail="/uploads/plohoj_czvet_teksta_692ebd6ceb.png"
/>
</Gallery>




## 7. Wrong characters are displayed


Users often encounter emails with garbled or identical characters instead of text. The common cause is a mismatch in character encoding between the email service's editor and the recipient's email client. 


Additionally, such "mysterious" emails can occur when a brand attempts to stand out by using its own custom font, which may not be supported by the recipient's email client.


<Img
img="/uploads/simvoly_07b9f417a5.png"
alt="Incorrect symbols in an illegible email"
/>



### How to fix the problem


To prevent the sending of emails with garbled characters and "invisible" text, Altcraft Platform provides a preview function for emails. Before sending out the emails, you can see how they will be displayed in the mobile and desktop versions.


Additionally, you can send test emails to yourself or colleagues to ensure that the template is correctly displayed in all email clients. It's also important to consider dark mode on users' devices.
## Summary
Typical mistakes in emails that can harm a company's reputation and reduce revenue from advertising campaigns include:


- Tags or code instead of personalization and user's name.
<p>


- All recipients can see the mailing list, exposing the brand's customer base to competitors.
<p>


- Non-functioning links and buttons in the email.
<p>


- Slow-loading or completely unloading images.
<p>


- Text becoming "invisible" when displayed in a different color theme (e.g., dark mode).
<p>


- Unintelligible or identical characters instead of text in the email.


To avoid these errors in your email campaigns, it's important to check these details through test mailings or by using the preview function, as offered in the Altcraft Platform service. Additionally, the platform provides the ability to replace images and links in already sent emails.


Avoid email mistakes that damage your brand's image. Personalize emails, secure mailing lists, fix broken links, optimize image loading, ensure text visibility.

medium_image3.png

small_image3.png

thumbnail_image3.png

image3.png

Uncover email marketing secrets, avoid common mistakes, and optimize your strategy for maximum impact and conversions.

7 Mistakes in Email Campaigns That Bring Losses for You

7 Mistakes in Email Campaigns That Can Result in Significant Losses for You

<Img 
img="/uploads/invertirovanie_664005bfe8.png"
alt="Inverting Colors in Email Campaigns: Why It Matters"
/>

According to the independent research organization EarthWeb, 82% of users [**choose a dark theme**](https://earthweb.com/how-many-people-use-dark-mode/) on their smartphones, and 83% switch to it on their computers. That's why brands should adapt their email campaigns for Dark Mode to enhance customer convenience.

In a fiercely competitive world, users have become increasingly demanding of the companies they engage with. This means that every detail counts, especially those that influence content perception. If the text is poorly visible, recipients are unlikely to read your email. By tailoring email campaigns to users' screens, you significantly increase the chances of capturing their attention and ultimately converting them into customers.

In this post, we will explain how color inversion works in emails and how to properly configure the transition to Dark Mode.

## What is Dark Mode in email campaigns

[**Email clients**](../glossary/email-client-what-it-is-why-you-need-one-and-how-to-choose-the-right-one) have a feature known as Dark Mode, which automatically flips the color scheme of emails when users switch to a nighttime display setting. The light background of the email is converted to a dark one, while the email text and other elements are transformed into lighter shades.

Contrary to popular belief, color inversion does not involve a complete overhaul of the colors used. Instead, it entails a subtle shift in shades. The original colors are enhanced to provide better contrast and ensure readability in the dark version. For instance, blue remains blue, and yellow remains yellow.

### Email clients that support Dark Mode include:

<Img 
img="/uploads/email_client_that_suppor_dark_mode_3b6c4e3305.png"
alt="Email clients that support Dark Mode"
/>

## Types of color inversion in emails

Email service providers implement color inversion based on their own rules or may choose not to make any changes when switching to Dark Mode. Here are the different options you may encounter:

- **No changes in Dark Mode.** Some email services keep the emails unchanged, preserving their original design. This means that the emails will appear the same regardless of whether Dark Mode is enabled or not.
<p>
- **Partial color inversion.** Certain email platforms automatically identify elements within emails that have a light background and convert them to a darker shade. However, blocks or sections that already have dark colors, such as black, dark gray, or other dark shades, will remain unaltered.
<p>
- **Full color inversion.** This option involves a complete color inversion in all sections of the email. Both light and dark elements are adjusted to suit Dark Mode, resulting in a fully transformed email that offers a more comfortable reading experience in low-light conditions.

## Why is it important to adapt emails for Dark Mode

Adapting emails for a dark theme is not always a straightforward task; it requires resources such as time and coding knowledge. Additionally, email clients may change their Dark Mode rules, so if you decide to “join the dark side," you will need to stay updated on any modifications.

### Benefits of adapting emails for Dark Mode:

**User convenience.** Switching to a dark theme is aimed at reducing eye strain when viewing screens in dim lighting conditions. The reduced brightness makes reading text more pleasant. Failing to adapt email campaigns for Dark Mode can result in recipients with a dark theme receiving overly bright and high-contrast emails, which can cause discomfort.

**Aesthetic appeal.** Using dark backgrounds with light text in email designs creates an attractive, sophisticated, and stylish look. It shows that your brand cares about delivering a polished presentation that aligns with current design trends.

## Adapting Email Campaigns for Dark Mode Without Code

Here are some simple design tips for adapting emails to the dark theme:

**Tip 1.** Choose universal colors for your design and text that work well in both light and dark modes.

<Img
img="/uploads/renderforest_color_inverting_252be9a060.png"
alt="Choose universal colors"
/>

&nbsp;  

**Tip 2.** Use a transparent background for your emails to avoid drastic contrasts when switching to Dark Mode.

<Img
img="/uploads/jordan_color_inverting_email_cde660d964.png"
alt="Use a transparent background"
/>


&nbsp;  

**Tip 3.** Save your logo and brand elements as background-free PNG images. This prevents unexpected changes during inversion.

<Img 
img="/uploads/wayfare_emails_logo_color_invert_2d619d74a5.png"
alt="The logo opaque background contrasts with the black background in Dark Mode"
src="The logo opaque background contrasts with the black background in Dark Mode"
/>

&nbsp;  

**Tip 4.** Add a glowing effect or outline to dark-colored elements, ensuring they remain visible on a dark background. Apply the same technique to email buttons for better visibility and higher conversion rates.

<Img 
img="/uploads/outline_dark_colored_elements_ce73aa813d.png"
alt="Add outline to dark-colored elements in Dark Mode"
/>

&nbsp;  

**Tip 5.** If a dark color scheme suits your brand, design your emails using dark colors from the start.

<Note>
Always test your emails in both light and dark modes.
</Note>

## Inverting colors in emails using media queries and meta tags

To achieve accurate and consistent color inversion in emails, specific code is required. Meta tags and media queries are added to the email's code to control its appearance in both dark and light themes.

However, not all email service providers support media queries. It's recommended to check the provider's documentation or [**technical resources**](https://www.campaignmonitor.com/css/media-queries/media/) to verify their compatibility.

## How to set up color inversion

To enable color inversion for your emails, you can use HTML tags such as **supported-color-schemes** and **color-scheme**.

For email clients that do not support media queries:

```
<meta name="color-scheme" content="light dark">
<meta name="supported-color-schemes" content="light dark">
```

With media queries:

```
<meta name="color-scheme" content="light dark">
<meta name="supported-color-schemes" content="light dark">
<style>
      /* Normal styles */
      @media (prefers-color-scheme: dark) {
            /* Dark mode styles */
      }
</style>
```

### Color configuration

To specify which elements should change in Dark Mode and which should remain unchanged, you can use **prefers-color-scheme**. Add the following code within the **```<style>```** block to switch styles based on the desired theme:

**@media (prefers-color-scheme: light)** — for the light theme;

**@media (prefers-color-scheme: dark)** — for the dark theme.

For example, if you have an email with a white background and blue buttons that should not change color in Dark Mode, you can use the following code for configuration:

```
<style>
      .normal {
            background-color: white;
            color: blue;
      }
      .themed {
            color: blue;
      }
      @media (prefers-color-scheme: dark) {
            .themed {
                  background-color: white;
            }
      }
      @media (prefers-color-scheme: light) {
            .themed {
                  background-color: black;
            }
      }
</style>
```

## Replacing images for Dark Mode

To replace images when switching to dark mode, you can utilize media queries within the **```<style>```** block. Follow these steps:

**Step 1.** Define the light version of the image by adding **class="lightimage"** to the corresponding HTML element. Additionally, include the CSS style **lightimage { display: none !important; }** to hide the light image in dark mode. Make sure to use **!important** to override any conflicting styles.

**Step 2.** Customize the display of the dark version of the image by targeting the appropriate classes in CSS. For example, use **.darkimage** and **.darkimagewrapper** and set **display: block !important** to ensure the dark image is visible in dark mode.

```
<style>
      :root {
            color-scheme: light dark;
            supported-color-schemes: light dark;
      }
      @media (prefers-color-scheme: dark) {
            .lightimage {
                  display: none !important;
            }
            .darkimageWrapper,
            .darkimage {
                  display: block !important;
            }
      }
</style>
```

**Step 3.** Within the HTML markup, use a **```<td>```** element inside a **```<table><tr>```** structure to contain the image. Set the desired width and height for the **```<img>```** tag, and add **class="lightimage"** to hide the image in dark mode.

**Step 4.** Wrap the dark image with a **```<div>```** element. Add **class="darkimageWrapper"** to the **```<div>```** to display it in dark mode. Use **mso-hide: all** to remove any automatic styles, especially for compatibility with older versions of Outlook. Also, apply **display: none** to ensure the dark image is initially hidden. Customize the appearance of the dark image using **class="darkimage"** and **style="display: none;"**.

```
<td>
      <img src="lightimage.png" width="600" height="auto" style="display: block; height: auto;" class="lightimage">
      <div class="darkimageWrapper" style="mso-hide: all; display: none">
            <img src="darkimage.png" width="600" class="darkimage" style="display: none;">
      </div>
</td>
```

<Img
img="/uploads/inverting_colours_in_different_emailers_210b091e5d.png"
alt="Color inversion in different email clients"
/>

## Conclusion

When the dark theme is enabled on a phone or computer, some email clients change the colors of emails to less contrasting shades, making the email more pleasant for the eyes.

Email clients support partial color inversion by changing light areas and text in the email to dark. They also support full inversion, where even originally dark shades are transformed.

Emails can be adapted for Dark Mode without code by using a transparent background for text, images, highlighting the logo, and other email elements. Additionally, colors can be chosen that look equally good on light and dark backgrounds. Another option for configuring color inversion is by using media queries and meta tags in the email's code.

In this post, we will explain how color inversion works in emails and how to properly configure the transition to Dark Mode.

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82% of users choose Dark Mode on their smartphones. Explore techniques for effective color inversion.

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