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url="https://www.youtube.com/embed/W-CDoWaaXIY?si=p2hGnmZzn8uESU5g"
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Data is the fuel for marketing and sales. Every day, [**328 million terabytes of information**](https://explodingtopics.com/blog/data-generated-per-day#:~:text=According%20to%20the%20latest%20estimates,or%200.33%20zettabytes%20every%20day.) are generated. To navigate this vast stream of data and leverage it effectively, businesses require a Customer Data Platform (CDP).

Depending on a company's objectives, scale, and processes, various platforms are implemented: DMP, ESP, CRM, ERP, and CDP. Each of these platforms collects, stores, and organizes data.

In this article, we'll delve into what these abbreviations mean, identifying which among them is an automation system for marketing, where mass mailing services are provided, and why and when these platforms are beneficial for businesses.


## What is DMP

**DMP, or Data Management Platform,** is a system designed for collecting, structuring, and storing user data used in product and service promotion. It's a critical software for marketing.

**The DMP system stores** [**three types of data**](https://altcraft.com/blog/first-second-and-third-party-data):

- First-party data: information gathered directly from users and a company's own resources, such as email, orders, website visits, and more. 

- Second-party data: data on user behavior on partner sources like websites, apps, social media, among others. 

- Third-party data, considered external, is presented by aggregators. These third-party insights contain general audience information encompassing behavior, purchases, preferences, and more.


### When and why to use a DMP


- **Personalization.** Having ample customer data allows tailored presentations of product benefits that matter to each customer. Personalized offers increase advertising effectiveness and the chances of conversion. DMP [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) occurs for segments formed based on gathered information. 

- **Customer data management.** Having a surplus of information doesn't equate to successful marketing. A DMP effectively collects and organizes data to better understand the audience. 

- **Marketing budget optimization.** Proper data management enhances advertising campaigns and helps avoid working with low-yield channels. Essentially, the budget isn't spent blindly. Moreover, the volume of information in a DMP and its analytics capabilities provide insights for omnichannel promotion via marketing tools.


## What is ESP 

**ESP (Email Service Provider)** is a service designed for email marketing and other customer communications. This platform [**automates marketing**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development) by managing the customer database and sending emails.

**The email service supports:**

- templates for emails; 

- sending emails to segments, including testing successful variations; 

- collecting addresses and information about open rates, clicks, [**spam reports**](https://altcraft.com/blog/how-to-send-millions-of-emails-and-avoid-spam-filters), and more.


### When and why to use a ESP


**ESP platforms are user-friendly and serve the following purposes:**

- **Simplify a marketer’s work by automating email campaigns.** Thanks to templates, sending emails becomes quick and doesn’t require specialized skills. Set it up once, then monitor and adjust email campaigns. 

- **Conduct effective marketing communications with customers.** Email service platforms regularly remind customers about the brand, offering new products, promoting deals, and re-engaging inactive users. ESPs also include analytics tools to evaluate the effectiveness of email sequences. 

- **Gather and organize an email database.** ESPs [**integrate with other platforms**](https://altcraft.com/en/features/integration) (e.g., social media) for direct acquisition of addresses from advertising campaigns. The client base is segmented internally. Additionally, email lists can be easily imported from other sources.


## What is CRM


**CRM (Customer Relationship Management)** is a system for managing relationships with users, gathering information at every stage of the customer journey. Based on this data, a customer profile or unified record is created. Essentially, it's [**an omnichannel platform**](https://altcraft.com/en/features/omni-channel-marketing) that stores the history of deals, customer calls, support inquiries, and more. It unifies and closely aligns marketing and sales efforts.

CRM systems in business vary based on the areas they serve: some are marketing-oriented, others handle sales department operations, there are industry-specific ones tailored for particular business sectors. Additionally, there are platforms that combine different functionalities.


### When and why to use a CRM


**CRM is used for:**

- **Tracking customer actions at each stage of** [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel). All interactions are recorded and analyzed, allowing you to identify reasons for successful or unsuccessful paths to conversion. 

- **Automated collection of customer data.** CRM eliminates manual actions and spreadsheets; information typically enters the system through integrations and established automation processes. This speeds up work and reduces the risk of errors and duplicates. Data collection results in personalization. 

- **Efficient customer engagement.** CRM implements marketing and sales automation through reminders based on gathered data. The platform suggests when to call or send an email to engage with customers. This supports continuous communication and prompt issue resolution, crucial for fostering loyalty and increasing sales.


## What is ERP


**ERP (Enterprise Resource Planning)** is a platform that automates internal business processes and consolidates them in one place. It encompasses manufacturing, financial modules, integrates reporting, personnel management data, procurement, supply chains, among others.

An advanced ERP system can even synchronize with external partner networks. Enterprise resource planning is applied across various industries with specialized solutions.


### When and why to use ERP


- **Increase the speed and productivity of operations.** Processes are automated, freeing employees from routine tasks, providing time for strategic issues, reducing overload. 

- **Access real-time information at any given moment.** ERP serves as a system for managing customer data, employees, and departments, allowing quick and easy access to generate the required report rather than gathering information from scattered sources. 

- **Enhance business transparency.** When business processes are displayed in a single system, identifying operational failures and analyzing difficulties becomes easier. It serves as another control tool and enables swift responses to changes.


## What is CDP and what are its advantages over DMP, ESP, CRM, ERP


**CDP (Customer Data Platform)** is a system that gathers data from various channels for organization and unification. The software also creates a unified customer profile that contains contact information and details about their actions and orders.

**CXDP (Customer Experience Data Platform)** is an advanced version of CDP that retrieves information regarding user interactions from external sources. In CXDP, this functionality is implemented in a separate block, planning customer communications based on data.


### When and why to use CDP

[**CDP platform**](https://altcraft.com/en/features/cdp) is a tool to: 

- **Gather all customer data.** Personal information and behavior details across social media, websites, messenger apps, all linked to the CDP, accumulate within the customer profile, creating a comprehensive customer portrait.

<Img
img="/uploads/customer_digital_profile_724970456c.png"
alt="Customer digital profile"
src="Customer digital profile within Altcraft Platform"
/>

- **Manage communication channels in a single real-time window.** Through CDP, automation in internet marketing is achieved, enabling [**omni-channel communication**](https://altcraft.com/en/features/omni-channel-marketing). Email delivery systems, push notifications, SMS, and messaging apps are connected to a single platform, streamlined for marketers.

<Img
img="/uploads/automation_scenario_513dfbfddc.png"
alt="Automation scenario"
src="Automation scenario within Altcraft Platform"
/>

- **Personalize offerings.** Data volume and structuring serve as the foundation for detailed audience segmentation. Automated marketing becomes [**a data-driven approach**](https://altcraft.com/blog/data-driven-marketing): companies know what and when to offer a customer based on their order history, actions, and inquiries.

<Img
img="/uploads/audience_segmentation_91e79d55f0.png"
alt="Audience segmentation"
src="Audience segmentation in Altcraft Platform"
/>

- **Analyze outcomes and build effective marketing strategies.** CDP platforms offer extensive analytical functionalities to understand campaign responses, traffic sources, goal achievements, hindrances, and more, aiding marketers in refining their strategies.

<Img
img="/uploads/channel_report_on_campaigns_2766be3adf.jpg"
alt="Report in Altcraft Platform"
src="Report on Email in Altcraft Platform"
/>

- **Protect customer data.** With increasing system breaches and [**customer data leaks**](https://altcraft.com/blog/how-to-respond-to-data-breaches), ensuring the security of stored data is critical. [**On-Premises CDP platforms**](https://altcraft.com/en) are embedded within the business framework, making it nearly impossible to access confidential information, thus enhancing data security.

 
### Advantages of CDP over other systems


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## Using CDP with the Altcraft Platform


The functionality of the CDP platform within the Altcraft Platform performs marketing and other tasks for companies: accelerating ad campaign launches, increasing sales, transitioning to omnichannel operations, and more. Let's explore some examples of positive impacts after implementing the system.


### Increasing an insurance company's profit

The AlfaStrakhovanie Group [**increased its profit**](https://altcraft.com/blog/alfastrakhovanie-increased-crm-marketing-profit) by 714% over four years thanks to the Altcraft Platform. The marketing automation platform integrated 15 communication channels for the company's CRM marketing initiatives. In the first year, the company's revenue grew by 42%, and by 2022, three years later, it increased by 98%.

CDP enhanced AlfaStrakhovanie Group’s customer communications, addressing challenges in audience retention, boosting engagement and repeat sales, and attracting new users.


### Cuva travel voucher service increased sales by 7%

Cuva, a company selling vouchers for stays in Russian hotels (date undisclosed), chose the Altcraft Platform to address their marketing needs. Through [**automated communication scenarios**](https://altcraft.com/blog/how-cuva-implemented-personalized-marketing-and-achieved-better-sales-results) (welcome emails, upsells, activation, and omnichannel campaigns), integrating Telegram, they managed to personalize offers. In 2022, their sales increased from 8% to 15%. The marketing automation system showed its best results in email campaigns, contributing to 54% of "Black Friday" sales.


### Online cinema accelerated campaign deployment 

The PREMIER service [**integrated the Altcraft Platform's CDP**](https://altcraft.com/blog/case-study-online-cinema-premier) to consolidate communication channels and ensure secure customer data storage. Configuring automated scenarios, broadcasts, trigger campaigns, and personalization increased Open Rates by 1.5 times and Click Rates by 2 times.

Managing all channels became easy and quick: marketers launched campaigns within one hour instead of the previous three-hour timeframe.


## Summary

DMP, ESP, CRM, ERP, and CDP systems play vital roles in managing data and enhancing a company's operations, each with its unique specifics.

DMP gathers first, second, and third-party data to shape marketing propositions. ESP is responsible for compiling databases and conducting email outreach. CRM encompasses the entire customer journey from sales contact to conversion. ERP serves as a tool for managing a company's internal resources.

CDP consolidates, structures, and unifies customer data into a unified profile, managing communication tools with the audience. This platform enhances marketing efficiency, automates processes, and personalizes offerings.

DMP, ESP, CRM, ERP, and CDP systems play vital roles in managing data and enhancing a company's operations, each with its unique specifics.

the-differences-between-cdp-and-others-systems.png

About what CDP, DMP, ESP, CRM, ERP mean and why businesses need these platforms.

Vital Differences Between CDP and DMP, ESP, CRM, ERP

Understanding the Differences Between CDP, DMP, ESP, CRM, ERP

<Video
url="https://www.youtube.com/embed/v20w8PAZprc?si=GSjfhUEawkAXvSy3"
/>

In 2023, retail sales online reached $6.3 trillion, and it's projected to surpass eight trillion by 2026. The shift of buying goods and services into the digital sphere is increasingly evident, intensifying competition in this space.

Retailers are now inventing new approaches, leveraging VR, AR, and other technologies for marketing purposes. They're also adapting existing tools (SEO, Push notifications, SMS, etc.) to maintain visibility to customers. Thus, as e-commerce expands, so does internet marketing, encompassing various channels and promotional strategies.

In the article, we'll delve into what e-commerce marketing entails, the tools it employs, and successful promotional strategies.

## What is E-commerce Marketing

Firstly, let's clarify what electronic commerce involves.

[**E-commerce**](https://altcraft.com/glossary/e-commerce-types-examples), or electronic commerce, refers to conducting business through online channels, which serve as the primary means of customer attraction and communication. It typically involves the online sale of goods and services.

The e-commerce market grows annually, largely supported by promotional channels. Digital marketing has long been a vital component of e-commerce. It's challenging to imagine an online store without email campaigns, advertisements, and other means that enhance product visibility.

E-commerce marketing encompasses digital methods and practices used to promote a business's goods and services online, aiming to boost sales. For e-commerce, marketers enhance brand recognition and highlight specific products to capture user attention. The tools of digital marketing vary based on the goals and objectives of the online business.

## E-commerce marketing tools

Internet marketing technologies evolve rapidly, but some core tools remain constant.

### Website and SEO

To establish an online presence, an e-commerce platform is essential – a software enabling the creation of an online store and the execution of transactions (payment, order processing). A user-friendly and properly functioning website or [**landing page**](https://altcraft.com/glossary/what-are-landing-pages-and-why-they-matter) is the foundation of e-commerce.

However, to gain visibility for your business, promoting the website is crucial. One effective method is SEO optimization. It's a technique that elevates your website's ranking in search engine results through keywords, page speed enhancements, and various strategies.

<Img
img="/uploads/seo_optimization_for_brand_promotion_75c86030ed.png"
alt="SEO optimization for brand promotion"
src="SEO optimization is a good method of brand promotion"
/>

### Advertising

Digital marketing in the online world encompasses various types of advertising chosen by businesses based on their objectives.

**1. Contextual**

Advertisements appear in search engine results based on user queries and include specific keywords.

<Img
img="/uploads/contextual_ads_in_google_f8aa934a4a.png"
alt="Contextual ads in Google"
src="Contextual ads within Google showing pictures marked as “product” with a link to a page of the online store"
/>

**2. Targeted**

Advertising messages are tailored to a specific audience (usually on social media) sharing certain characteristics. Unlike contextual advertising, targeting doesn't precisely know if a user needs the product or service, but it “guesses” their preferences and presents the relevant offer. Retargeting is a distinct form of targeted advertising, where users are shown products they previously viewed.

<Img
img="/uploads/targeted_advertising_from_360learning_afe48c1b08.png"
alt="Targeted advertising from 360Learning"
src="Example of targeted advertising from 360Learning"
/>

**3. Banner**

These are pop-up or static banners on websites.

<Img
img="/uploads/banner_advertising_c57e2eb84e.png"
alt="Banner advertising"
src="Example of banner advertising"
/>

**4. Native**

Embedded advertising within content that resembles recommendations and seamlessly fits into the material's context.

**5. Video advertising**

Clips shown before, during, or after main videos (trailers, informative content, etc.).

<Img
img="/uploads/video_ads_from_uber_21df244377.png"
alt="Video ads from Uber"
src="Example of video ads from Uber"
/>

### SMM

It's hard to imagine digital marketing without the support of social media, which sometimes become independent platforms for e-commerce. Companies use their social media pages to showcase products, create posts about their services, and engage with followers.

Social media platforms even offer their own sales tools, such as product cards on VK, for instance.

<Img
img="/uploads/smm_promotion_from_essie_4a41bf0f29.png"
alt="SMM promotion"
src="SMM promotion from Essie"
/>

### Email newsletter

The email marketing channel remains relevant and continues to be a crucial tool for internet marketing strategies. Emails are used to inform customers about new arrivals, promotions, order confirmations, payments, and delivery updates. In some cases, they also remind 'forgetful' customers [**who left items in their carts**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate) but did not complete the purchase. Email remains a familiar and preferred means of communication with brands for many.

<Img
img="/uploads/newsletter_with_personalized_product_selections_10e6b3693b.png"
alt="Email newsletter with personalized product selections"
src="Email newsletter with personalized product selections from Sephora"
/>

### Push notifications
Internet marketing and e-commerce have long embraced [**push notifications**](https://altcraft.com/blog/mobile-marketing-101-push-notifications) – short messages that pop up on a smartphone screen. Their functions often mirror email, informing users about promotions, new products, or delivery statuses. The advantage of push notifications is their higher likelihood of being seen compared to an email in one's inbox.

<Img
img="/uploads/web_push_notification_91cafd836a.png"
alt="Web push notification"
src="Web push notification with the news from The Washington Post"
/>
### SMS

Though digital marketing leverages new tools, [**SMS messages**](https://techjury.net/blog/sms-marketing-statistics/) continue to be utilized. Their main advantage lies in their high delivery rates to recipients. While a user might not always see an email on the same day, or push notifications might be turned off, SMS messages [**boast an open rate of up to 98%**](https://techjury.net/blog/sms-marketing-statistics/). Text messages can be received without internet access, just by being connected to the network. Although they lack multimedia elements like photos or videos, SMS ensures precise delivery of information. The downside of SMS is its cost, but that doesn't deter e-commerce from choosing this promotional channel.

<Img
img="/uploads/sms_newsletter_ebd9ed3b1a.png"
alt="SMS newsletter"
src="SMS newsletter with offers from Adore Me"
/>

### Messengers

Communication via messaging apps [**has taken the world by storm**](https://www.similarweb.com/blog/research/market-research/worldwide-messaging-apps/). Hence, e-commerce also leverages this tool, aiming to cover all communication channels. 

[**Messaging apps**](https://altcraft.com/blog/messenger-marketing) have become one of the touchpoints where customers engage with online store managers.

<Img
img="/uploads/social_media_buttons_on_a_product_page_8232e93e74.png"
alt="Social media buttons on a product page"
src="Share via social media buttons on a product page"
/>

They also serve to promote products on websites. For instance, within the WhatsApp Business* features, there's an option to create product catalogs.

Telegram channels have become a distinct channel for content distribution, capable of functioning as a company blog.

### Content

Content marketing is an alternative to direct advertising. Through sharing useful, engaging, and entertaining content, trust and connections with the audience are formed. This approach to internet marketing doesn't pressure the user; instead, it gradually introduces them to the company's products and explains how to use them.

Content is published in various formats: articles in corporate blogs, posts on social media, videos on YouTube, podcasts, and more.

<Img
img="/uploads/useful_content_on_social_media_a1506fdb45.png"
alt="Useful content on social media"
src="Useful content on social media from a small brand"
/>

### AR/VR technologies in e-commerce

Internet marketing and e-commerce are swiftly adapting to high-tech advancements, integrating them into their promotional strategies. Through augmented and virtual reality applications, customers can virtually try on clothing or visualize furniture within the actual interior of their homes. Products with 3D visualizations are already surfacing in [**Google search results**](https://evergreen.team/articles/3d-and-ar-in-serp.html).

<Img
img="/uploads/vr_technology_1e2d78f963.png"
alt="VR technology"
src="VR technology from L'Oréal brand"
/>

## Strategies for digital marketing in e-commerce

Strategies for digital marketing in e-commerce vary based on business goals and capabilities. Here are examples of some methods used by marketers, individually or in combination:

### Working on the website

It's a misconception that merely [**creating a website**](https://altcraft.com/blog/ways-to-keep-visitors-on-your-website) will autonomously generate revenue. For e-commerce, the website needs constant improvement for user convenience and search engine optimization.

**To ensure successful indexing by search engines:**

- Develop content that addresses user queries rather than solely focusing on keywords. Search engines are smarter, so deceiving them with phrases like "buy cheap sofa" in a text about cucumber planting won't work. Factors like time spent on pages and bounce rate (the number of users leaving the site) are considered.

- Improve loading speed and site usability. Users won't wait for heavy images or animations to load. If they can't quickly understand how to place an order, they'll likely move to competitors.

- Adapt the site for mobile devices. Prioritize user convenience – the easier it is to order from a smartphone, the higher the chance of conversion. In 2023, having a site not optimized for smartphones is odd.

SEO is a long-term strategy that brings relevant leads. However, continually optimizing your web resources is essential; otherwise, you'll be overtaken by others.
### Content marketing
Content marketing is another long-term strategy essential for building trust with customers, increasing loyalty, and explaining how to use your products.

[**Content marketing**](https://altcraft.com/glossary/content-marketing-what-is-it-for-and-how-to-launch-it) is also intertwined with SEO because articles can incorporate user queries and keywords. Engaging content encourages readers to stay on the page longer, boosting its performance.

Additionally, content marketing includes publications on external platforms—partner blogs, specialized sites, social media, podcast platforms, and YouTube.

### Мultichannel marketing

[**Мultichannel marketing**](https://altcraft.com/en/features/omni-channel-marketing) involves synchronizing communication with customers across various channels. This means that data from emails, push notifications, SMS, messaging apps, and other sources are collected into a unified platform. For instance, if a user initiates contact with a company via email and later reaches out about the same order via a messaging app, a well-integrated multichannel approach merges these two interactions into a single record, avoiding duplicates and inaccurate data.

Multichannel marketing is crucial for [**personalizing interactions**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) with e-commerce customers. By tracking every step and order of a customer's journey, a company can analyze this information and curate product recommendations or offer tailored incentives. This approach boosts loyalty and encourages repeat purchases. Centralizing and managing this data is often facilitated by a CDP.

### Social media

Social media is a straightforward way to reach an audience, analyze their interests, and needs. It's also an effective platform to seamlessly present your product. Some brands gain popularity primarily through their social media presence. For instance, the clothing brand IRNBY became known due to its founder Anastasia Mironova. She started as a fitness blogger, amassing over a million followers, later venturing into sportswear, and now designs clothing for everyday life.

<Gallery>
<GalleryItem
original="/uploads/networking_on_social_media_6ec088891c.png"
thumbnail="/uploads/networking_on_social_media_6ec088891c.png"
/>
<GalleryItem
original="/uploads/present_your_product_in_social_media_27e06b1522.png"
thumbnail="/uploads/present_your_product_in_social_media_27e06b1522.png"
/>
</Gallery>

Currently, the IRNBY brand has over 300,000 followers, and this account attracts attention not only because of the personal brand of its founder. It showcases stylish and unconventional photoshoots, often featuring atypical models.

<Gallery>
<GalleryItem
original="/uploads/example_of_smm_3ee21ab96a.jpg"
thumbnail="/uploads/example_of_smm_3ee21ab96a.jpg"
/>
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thumbnail="/uploads/stylish_and_unconventional_photoshoots_3998b489de.jpg"
/>
</Gallery>

This case also falls under [**influencer marketing**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy), where promotion occurs through a well-known personality. For instance, Reese Witherspoon was an ambassador for the beauty brand Avon and frequently appeared in the brand's advertising campaigns and catalogs.

<Img
img="/uploads/influencer_marketing_from_avon_512ad0f8d2.png"
alt="Influencer marketing"
src="Example of influencer marketing from Avon"
/>

### Personalized offers

Offering customers exactly what they want increases the chances of a purchase. E-commerce companies create individual product selections based on user data to showcase items that might appeal to them.

<Img
img="/uploads/individual_product_selections_bcbcbe3f37.png"
alt="Individual product selections from Nordstrom"
src="Personalization from Nordstrom"
/>

Online streaming platforms excel in creating selections based on user interests, assessing previously watched movies and series. This engagement often retains subscribers for the following month or encourages them to upgrade their subscription for expanded content access.

<Img
img="/uploads/selections_based_on_user_interests_dd894a9950.png"
alt="Selections based on user interests"
src="Offering TV shows based on preferences"
/>

### The PPC method

The Pay-Per-Click (PPC) advertising campaign is a time-tested promotion method where an ad is placed on a specific platform (website). Conducting such a marketing campaign is cost-effective since payment is made solely for the number of clicks it receives, directing users to the advertiser's site. This type of advertising is tailored according to users' search queries.

This method swiftly generates traffic and enhances the visibility of a company's products. Creating PPC campaigns requires a thorough understanding of the audience and the correct selection of keywords.

### Promotion through users

The first method is leveraging [**customer reviews**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales) from satisfied buyers. When ordering products online, the opinions of other buyers play a significant role, with [**90% of people reading reviews**](https://inclient.ru/stats-reviews/) before making an online purchase. Hence, brands encourage users to leave their feedback.

The second method of promotion is through referral programs, also known as "refer a friend." An individual recommends an e-commerce business's product or service to someone they know. When the referred person makes a purchase, the existing customer receives a bonus, such as a discount, special terms, a gift, and so forth.

## Five examples of automated email chains for e-commerce

### Order tracking

Keep the customer informed about changes in the order status until its receipt after the purchase is made.

<Img
img="/uploads/scenario_order_tracking_bf69578786.png"
alt="Order tracking"
src="Scenario Order tracking"
/>

### Reminder about “Favorites” items

Often, people mark items as “Favorites” but forget about them. Remind the customer about the things they've saved for later but haven't purchased yet.

<Img
img="/uploads/reminder_of_favorite_items_20af74f2b8.png"
alt="Reminder of favorite items"
src="Scenario Reminder of favorite items"
/>

### Increasing abandoned cart efficiency

Another example of customers forgetting is when they add items to their cart but don't complete the purchase. The reasons can vary: the person got distracted and forgot, didn't add a payment method and postponed the purchase, or didn’t have enough funds on the card, and so on. Remind the customer about the [**abandoned items**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate) via email. For regular customers, you can motivate them to make the purchase by offering a pleasant promo code available only for the items in their cart.

<Img
img="/uploads/improving_the_efficiency_of_the_abandoned_cart_fc4f0bb739.png"
alt="Improving the efficiency of the abandoned cart"
src="Scenario Improving the efficiency of the abandoned cart"
/>

### Personalized offers in the user account

Provide the customer with the opportunity to feel special. When they log into their account, show them a banner with a personalized offer.

<Img
img="/uploads/personalized_offers_in_the_personal_cabinet_6b98581802.png"
alt="Personalized offers in the personal cabinet"
src="Scenario Personalized offers in the personal cabinet"
/>

### Store anniversary

A great opportunity to thank customers for staying with us. Prepare an exciting contest or prize draw [**to enhance their loyalty**](https://altcraft.com/blog/customer-loyalty) and trust in the brand.

<Img
img="/uploads/birthday_of_an_online_store_c7a9775f81.png"
alt="Birthday of an online store"
src="Scenario Birthday of an online store"
/>

## Summary

E-commerce internet marketing encompasses a variety of online tools and methods that promote products and services for companies primarily operating through the internet. The primary goal is purchasing, achieved through various strategies: SEO optimization and website usability enhancements, content marketing, omnichannel approaches, social media management, PPC campaigns, personalized offerings, and others.

E-commerce marketing employs a diverse range of promotion tools: email, push notifications, SMM, messenger platforms, online advertising (targeted, contextual, and others), SEO, augmented and virtual reality solutions.

Strategies and tools are tailored individually by each company, depending on their goals and resources.

**Product of Meta, recognized as an extremist organization in Russia.*

E-commerce marketing uses online strategies, like SEO, content marketing, PPC, email, social media, and online ads, to drive sales and engage customers.

examples-strategies-of-internet-marketin.png

About what e-commerce marketing is and what tools are used in this process.

Examples & Strategies of Internet Marketing in E-commerce

Internet Marketing in E-commerce: Examples and Strategies

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img="/uploads/digital_marketing_b059d225a4.png"
alt="Digital Marketing Trends '24: Personalization, AI, and More"
/>

While artificial intelligence continues to integrate into digital marketing, the trends in 2024 will shift towards human-centric approaches. Technologies will remain fundamental to online promotion but will serve as assistants to marketers in content creation, forecasting, and intensified personalization.

The upcoming year's trends will focus on user engagement and building customer relationships. Digital promotion will become more targeted and thought-out.

Let's delve into the specifics of digital marketing in 2024.

## Human-centricity

The use of robots for content creation and user communication was meant to streamline marketing efforts and enhance brand positioning. However, it often leads to the opposite effect: people become less engaged when they realize that the text was authored by artificial intelligence or the image was generated by [**a neural network**](https://altcraft.com/blog/neural-networks-in-business-marketing-and-life). According to research findings, [**over half of users**](https://hootsuite.widen.net/s/mgqjjznhsx/hootsuitesocialtrends2024_report_en) react this way.

Furthermore, there's a growing amount of information inundating audiences with offers and news, leading to fatigue.

Therefore, in the coming year, brands should shift focus from pressuring customers with constant 'buy' messages to building trustful communication—creating emotions and demonstrating values. This approach can help establish a strong connection with the audience.

## Personalization 

Consumers [**expect**](https://www.statista.com/statistics/1415837/customer-expectations-for-better-personalization-worldwide/#:~:text=Circumstances%20under%20which%20consumers%20expected%20better%20personalization%20worldwide%202023&text=In%202023%2C%20around%20three%2Dquarters,more%20personal%20data%20with%20businesses.) brands to intensify [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) due to technological advancements and increased spending on companies' products. Therefore, individualized approaches will strengthen in 2024.

Offers based on purchase history, customer preferences, and online behavior are set to become the norm for brands aiming to remain relevant and retain their audience. Flexibility and omnichannel presence are also crucial: communication channels must be convenient for customers.

An added benefit will be personalization in offline touchpoints, where a salesperson can access information about a customer's orders when they visit a store.

In online personalization, the accuracy of offers sent through email services and messaging platforms will increase.

## Advertising within marketplaces and apps

Major retailers, marketplaces, and aggregators are already positioning themselves as comprehensive advertising platforms and are creating their own retail media. They publish brand advertisements and generate revenue not only from listing products on their platforms.

Various formats are used: simple banners, story posts, articles, reviews. For instance, on Facebook Marketplace (owned by Meta, deemed extremist in Russia), paid-promoted items appear among general product listings.

<Img
img="/uploads/advertising_within_marketplaces_1a1242838f.png"
alt="Advertising within marketplaces"
/>

This format will continue to evolve because advertising in online sales points is effective: marketplaces attract people who are already prepared to make a purchase.

## Interactivity 

Content that users interact with enhances engagement, increases viewing time, and drives users through [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel). Interactivity is a way to stand out in the information flow.

This method of promotion in digital marketing will remain relevant in the upcoming year. Interactive formats include quizzes, surveys, and animations that respond to user actions.

<Img
img="/uploads/social_media_game_from_a_brand_b5f2e48294.png"
alt="Social media game"
src="An example of a social media game from a brand"
/>

## Marketing technologies

Machine learning, AR, VR, artificial intelligence, and neural networks are making headlines in the marketing world every day. These are new tools that generate text, create designs, and produce images and videos.

Machine learning tools predict trends and consumer behavior, AI processes customer information and identifies patterns. The integration of these technologies is unstoppable, so automation in marketing will remain relevant in the coming years and beyond. For instance, the AI technology market for marketers is projected [**to reach $145 billion**](https://www.precedenceresearch.com/artificial-intelligence-in-marketing-market) by 2032.

[**Chatbots**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses) will become smarter, capable of engaging in more effective real-time dialogues. This will expedite issue resolution for customers and increase loyalty.

[**Voice search**](https://altcraft.com/blog/voice-search) will become more sophisticated, changing the approach to SEO optimization. Brands will need to incorporate long-tail keywords and even entire phrases mirroring natural speech into their content.

Another trend in the coming year is CGI advertising, where realistic, oversized brand products are inserted into real-world videos using computer graphics. For instance, in a Jacquemus brand ad, a bag might replace a tram traveling through the streets of Paris.

<Img
img="/uploads/jacquemus_brand_281d7aed38.png"
alt="Jacquemus brand ad with a bag traveling around Paris"
/>

## Data security

In 2023 alone, Russia experienced dozens of data breaches from databases of major companies. Such incidents decrease user trust. In 2024, threats to personal information will increase, making secure data storage a priority for companies.

While a few years ago, brand claims about preserving customer information were not frequently part of advertising promises, today, it has become an essential element of promotion.

This trend is also associated with policy changes regarding data collection ([**GDPR**](https://gdpr-info.eu), [**CCPA**](https://learn.microsoft.com/en-us/compliance/regulatory/ccpa-faq)). Obtaining third-party information from browsers and other sources has become more challenging. Therefore, brands are emphasizing [**first-party data**](https://altcraft.com/blog/first-second-and-third-party-data) collected directly from customers.

## Continuing diversity trends 

The world continues to embrace diversity — recognizing individuals of different genders, ages, nationalities, and health conditions while advocating against discrimination. This trend is evident in brand content. Photos now feature not only models with ideal figures and faces but also ordinary people we encounter in our daily lives. This trend is especially pertinent for the female audience, which has historically faced stringent beauty standards — slenderness, youthfulness, and smooth skin.

Diversity will persist and expand the audience for brands willing to engage with various people in their advertising.

For instance, on the Victoria's Secret account, known for its flawless "angel" models, there are now women of different body sizes. Likewise, the jewelry brand Viva la Vika showcases the hand of a mature woman to display one of its accessories, indicating an orientation towards diverse age groups.

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## Influencer marketing

Promotion through bloggers and other influencers is gaining momentum. [**The influencer marketing**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy) market reached [**$21.1 billion**](https://influencermarketinghub.com/influencer-marketing-statistics/) in 2023, a significant increase compared to [**$16.4 billion**](https://influencermarketinghub.com/influencer-marketing-statistics/) in 2022.

The trend of collaborating with micro-influencers—individuals with a small but engaged audience—will continue. Zoomers (users born in the 2000s and 2010s) are actively entering the online space and becoming bloggers themselves.

At the same time, advertising by bloggers is becoming more and more native: it is integrated into the content, sometimes into story clips.

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More influence will be wielded by influencers who don't position themselves as bloggers but have an audience. The goal for these individuals isn't to profit from their media presence but to create content. Hence, their recommendations are trusted more.

## Video content

The speed of content consumption favors [**the video format**](https://altcraft.com/blog/video-marketing-for-brand-promotion), which is easy to watch on the go, holding just a phone. All major social media platforms have introduced separate feeds for vertical videos: YouTube Shorts, VK Clips, Reels on Instagram (owned by Meta, prohibited in Russia), as well as on “Dzen”. Telegram launched 'Stories', where users can upload short video clips.

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In the future, brands will continue adapting their content for short videos. Today, videos feature product reviews, [**storytelling**](https://altcraft.com/blog/let-the-client-feel-like-a-hero-how-storytelling-works), and user tutorials. Major YouTube creators promote their longer horizontal videos through short-form content like Shorts.

Storytelling is gaining momentum — it's a method of engaging and intriguing the audience while promoting products through video narratives.

<Img
img="/uploads/marketing_by_Kate_Spade_handbags_120a80e82f.png"
alt="Marketing by Kate Spade handbags and accessories"
src="Example of marketing by Kate Spade handbags and accessories"
/>


Kate Spade New York is a good example of storytelling. The series follows Anna Kendrick's escapades in a hotel, integrating the brand's products seamlessly. Throughout, she exclusively features Kate Spade handbags and accessories. This fictional narrative effectively promotes the brand while entertaining the audience, showcasing how a relatable storyline and credible portrayal can enhance brand credibility.

Long-form videos will remain a tool for digital promotion as well. [**Billions of hours**](https://www.demandsage.com/youtube-stats/#:~:text=YouTube%20has%20more%20than%202.70,via%20its%20Website%20and%20Apps.) of YouTube video views prove that the familiar horizontal format isn't going anywhere.

## Conclusion

In 2024, digital marketing will become more human-centric: brands will shift focus towards building trusting relationships and pay more attention to customer experience. Personalization will reach new levels. There will be increased emphasis on the security of personal information that customers entrust to brands.

The backbone of digital marketing will continue to be AI, AR, VR technologies, neural networks, and machine learning, necessary for content creation and data processing.

Influencers remain influential. Bloggers with smaller audiences will become more appealing to advertisers.

Vertical videos continue to gain popularity for their easy consumption, but long-form videos will remain popular too. Brands will continue launching interactive ad campaigns to engage users and actively advertise on marketplaces.

In 2024, marketing gets more personal, prioritizing trust, security, and AI-driven technologies. Influencers, vertical videos, and interactive ads shape brand strategies.

digital-marketing.png

In this article we will look at what trends await us in marketing in 2024.

Digital Marketing Trends '24: Personalization, AI, and More

Digital Marketing Trends for 2024

<Img
img="/uploads/email_and_sms_campaigns_bca97a83cd.png"
alt="Combining email and SMS campaigns"
/>

Email campaigns are not new in digital marketing; they remain marketing veterans still yielding impressive results. It's said that every dollar invested can bring $42 in profit. 

Alongside email, there's [**SMS marketing**](https://altcraft.com/blog/sms-marketing), a powerful contender with a 98% open rate. These concise text messages truly excel in capturing and retaining audience attention.

Imagine a meticulously crafted email campaign complemented by personalized SMS messages, ensuring your customers don't miss out on offers tailored specifically for them. 

In this article, discover how to merge email and SMS marketing and why it's essential. Unveil the potential of email-SMS campaigns.

## Expanding reach and enhancing engagement

Integrating SMS into your email campaigns acts as an amplifier for your marketing engine, particularly for lead generation through SMS. This dynamic duo not only widens the reach but also intensifies engagement levels. So, let's delve into the mechanics of this synergy.

### Expanding reach through increased coverage

While email has become integral in our lives, not everyone habitually checks their inbox. SMS messages reach users directly on their mobile devices, which are always at hand. Nearly 70% of the global population owns mobile phones, making SMS an effective channel to engage with the audience.

But crucially, SMS doesn't rely on an internet connection. In markets with unstable internet connectivity, SMS becomes an indispensable channel. By harnessing the power of email and SMS, you establish a broader network, ensuring message delivery to your audience, no matter where they are.

### Increased open rates and message response

As mentioned, SMS messages boast an impressive 98% open rate. What's more striking is that a significant portion—up to 90%—is read within the first 3 minutes. In comparison, email lags behind, with [**an open rate of around 20%**](https://mailchimp.com/resources/email-marketing-benchmarks/).

Yet, it's not just about capturing attention; it's about driving action. This is where SMS truly shines. SMS messages yield a response rate of 45%, while email campaigns settle for a modest 6%. Leveraging the effectiveness of SMS can significantly increase the likelihood of your message being not only read but also responded to.

### Real success stories

Examples of brands that successfully integrated email and SMS:

- **Kiehl’s:** The brand exclusively sends exclusive offers through SMS, reserving email for other communications. Purchases increased by 8 times compared to average email campaigns. This turned out to be a mutually beneficial endeavor. 

- **Silverstone:** At the British Grand Prix, Silverstone cleverly utilized an integrated email and SMS campaign to notify ticket holders about weather-related changes. Timely information not only improved customer interaction but also allowed the company to manage people more effectively. 

- **Cabela’s:** This retailer used SMS [**to reactivate customers**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) who hadn’t engaged with emails lately. The strategic move paid off, resulting in a notable 39% click-through rate to the web version of the email and a significant revenue boost. 


The power of email and SMS channels lies in their mutual complementarity. The combination of these two channels enables marketers to implement more responsive communication strategies that capture attention, drive action, and yield significant results.

## Enhanced personalization and targeting

### Building personalized communication with customers

Imagine this: companies with vast amounts of data create high-quality [**personalized campaigns**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) that genuinely resonate with users. By adding straightforward SMS messages to this mix, they can take personalized engagement to a new level.

For instance, sending reminders about [**abandoned carts**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate) with a personalized touch, addressing customers by name and mentioning the item they left behind, serves as a gentle nudge to complete the purchase and ultimately increases customer satisfaction.

<Img
img="/uploads/scenario_from_altcraf_combining_sms_and_email_channels_7b48bd7c4a.png"
alt="Example from Altcraft with combining sms and email channels, abandoned cart scenario"
src="Example abandoned cart scenario from Altcraft with combining sms and email channels"
/>

The role of artificial intelligence and [**machine learning**](https://altcraft.com/blog/customer-data-for-machine-learning) is increasingly significant. These cutting-edge technologies enhance the potential for personalization. Automated systems assist in sending personalized trigger-based SMS messages tailored to special occasions like birthdays, subscription anniversaries, or new product launches. It's a reliable way to boost customer engagement and loyalty.

### Segmentation and targeting: the perfect combination

[**Segment your audience**](https://altcraft.com/help-center/manage-customer-database/database-segmentation-for-email-newslettering) based on demographics, purchase history, and website behavior for tailored email campaigns. Meanwhile, leverage SMS to deliver location-based messages to specific segments, such as notifying nearby customers of in-store sales or showcasing exclusive arrivals to certain email list segments. This strategy acts as a secret weapon, targeting customers effectively. 

### Increasing conversion

Personalization and segmentation pave the way for higher conversion rates. Timely messages capture attention, prompting customers to engage.

## Fast and timely delivery: capturing attention

In the fast pace of the modern world, attention-grabbing requires flexibility. [**Email marketing**](https://altcraft.com/blog/spam-death-and-robots) excels in detailed messaging), while SMS is valued for its instantaneous real-time delivery. By incorporating both channels, you can ensure that your audience doesn't miss out on important updates.

### The real-time advantage of SMS

While emails can get lost in a crowded inbox, SMS messages are usually read immediately upon receipt. That's the real-time advantage. 

SMS serves as the ideal channel for communication when swift outreach is needed. Email provides context, while SMS directly captures attention without getting lost in a heap of messages.

Imagine a flash sale lasting just a few hours. An email sent the day before sets the stage, outlining the details and getting the customer excited. Then, an SMS an hour before the sale creates a sense of urgency, prompting immediate action. It's about priming the customer first and then igniting the desire to purchase.

### Time-Limited Offers and Notifications

Let's explore scenarios where SMS urgency comes into play.

- **Limited-time offers.** For sales or deals lasting just a few hours, SMS is the best choice for promptly notifying customers. 

- **Appointment reminders.** Eliminate no-shows. SMS reminders assist businesses with appointments, reducing the risk of individuals missing their scheduled time. 

- **Order updates.** While email confirms the order, real-time order updates are sent via SMS. It's akin to a personal courier keeping customers informed. 

- **Urgent notifications.** In unforeseen circumstances, SMS acts as a rescuer, instantly informing customers. Sometimes, this makes all the difference. 

- **Event marketing.** SMS tailored to specific events or holidays creates a sense of immediacy at the most opportune time, resonating with your audience. 


### Timely notifications for building customer relationships

Being there for customers at critical moments is key to forging strong, long-term relationships. Timely communication shows people that you value and respect their time. It goes beyond simply providing information and significantly enhances the customer experience.

For instance, when an issue arises with a service or product, a quick SMS notification turns a potentially negative experience into an opportunity to showcase excellent customer support. This demonstration of transparency and proactivity leaves a positive impression.

Therefore, by leveraging a combination of email and SMS, you capture the audience, [**build loyalty**](https://altcraft.com/blog/customer-loyalty), and harness the full marketing potential.

## Multichannel Consistency and Branding

In an era of countless communications, maintaining brand consistency becomes increasingly crucial. Integrating SMS into your messaging strategy helps strengthen brand recognition and expand reach. Through uniformity, a brand can convey its values and positioning across different channels.

It's essential to align tones, styles, and messages in both channels. If the brand is positioned in a friendly, informal manner, ensure that both emails and SMS reflect this. Use playful animated gifs in emails when detailing promotions, while keeping SMS messages concise and lively as reminders.

Consistent branding across multiple channels significantly impacts customer loyalty and brand recognition, fostering a sense of closeness and trust. People know what to expect from the brand, bolstering confidence in their eyes. This gives you an edge amidst a sea of competitors.

## Automation and efficiency in workflow

Let's discuss automation and efficiency in workflow now. It transforms modern marketing from a complex path into a streamlined, powerful system.

The marketing landscape is rapidly evolving, and automation is no longer a luxury but a necessity. Integrating the SMS channel into [**CDP platforms**](https://altcraft.com/en) changes the game, refining workflows that were once laborious manual tasks, consuming significant time.

SMS integration helps manage both channels through a unified interface. This optimizes campaign management, saving time and effort. You can [**export analytics**](https://altcraft.com/en/features/analytics), work with contacts and templates, customizing campaigns for maximum efficiency.

Time and effort are gold, freed up by automation. SMS integration makes automation a key feature in marketing platforms.

### Let's explore how automation works

- **Workflow campaigns.** Set up [**automated scenarios**](https://altcraft.com/blog/marketing-automation-for-insurance-companies) where email and SMS trigger based on specific customer actions or at certain time intervals. 

- **Event triggers.** Automate SMS based on events like meetings, purchases, or registrations, providing timely notifications to ensure customers don't miss important events. 

- **Segmentation and personalization.** With a CDP, segment audiences [**based on customer data**](https://altcraft.com/blog/data-driven-marketing) and personalize messages to match individual preferences, enhancing customer engagement and loyalty. 

- **Reporting and analysis.** Generate diverse reports containing email and SMS campaign data to derive valuable analytics and boost marketing campaign efficiency for optimized strategies. 


But that's not all. The key advantage of automation lies in enhancing the customer experience.

### Let's consider these use case examples

- **Welcome messages.** Using a combination of email and SMS to greet new customers, provide additional information, and offer special discounts. 

- **Abandoned carts.** Sending an email with details about items left in the cart followed by an SMS reminder offering a limited-time discount to attract customers and complete the purchases. 

- **Post-sales support.** Initiating with a thank-you email, then following up with a request for feedback or providing new useful information via SMS to ensure customers get the most out of their purchases. 

- **Service extensions.** Automated reminders through email and SMS prompting clients to renew services, fostering long-term customer loyalty. 


<Img
img="/uploads/scenario_of_service_prolongation_email_and_sms_9bc8a0fb52.png"
alt="Altcraft example scenario of service prolongation via email and sms"
src="Example scenario of service prolongation via email and sms"
/>

Automation serves to enhance the customer experience while saving time and effort. Through automated scenario chains, you create a seamless, personalized customer journey, leaving a positive brand impression and fostering strong customer relationships. 

Therefore, it's essential to automate your marketing strategy to make it more efficient. In today's world, working smarter, not harder, can lead to significant achievements.

## Summary

In the article, we explored the advantages of merging email and SMS marketing. This combination leverages the immediacy of SMS and the comprehensive approach of email, enhancing reach, engagement levels, and conversions.

Highly personalized communication involves leveraging customer data and direct SMS impact to build relationships. By segmenting and precisely targeting the audience, ensuring the right message reaches the right person at the right moment, overall audience communication and loyalty are reinforced.

The real-time advantage of SMS allows for timely delivery of offers, notifications, and updates. In today's fast-paced world, where capturing attention is crucial, integrating SMS guarantees that your audience never misses important updates, prompting action and enhancing the customer experience.

Consistent branding across email and SMS is pivotal in establishing recognition, trust, and customer loyalty. When individuals witness brand consistency across all communication channels, it reinforces brand recognition and confidence.

Automation and efficient workflows optimize marketing efforts, enhancing the customer experience through automated scenarios.

The combination of email and SMS isn't merely a tactical move but a crucial strategy in today's society. It elevates marketing to new heights, ensuring messages effectively reach the audience, enhancing engagement, and yielding positive outcomes.

Uniting email and SMS isn't just a tactic; it's a vital strategy. It enhances outreach, engages audiences effectively, and delivers great results.

email-and-sms-campaigns.png

In this article we analyse how to use the combination of email and SMS correctly and what are the advantages of this combination.

Email & SMS Campaigns: Maximizing Revenue Potential

Combining Email and SMS Campaigns: Maximizing Revenue Potential

<Img
img="/uploads/Pop_ups_e8d206ea92.png"
alt="Pop-ups: Definition, Purpose for Business, Its Types"
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A "pop-up" is a graphical user interface element that appears on top of the main content on a website or in a software application. Pop-ups have been around since the early days of the internet and continue to be in use today.

While the opinions of marketers about this tool have always been mixed, pop-ups can be found on hundreds of websites. Pop-ups are used for collecting contacts, increasing sales, and informing users.

We will explain how to create pop-ups correctly to avoid irritating users and provide examples of pop-ups from brand websites.

## What are pop-ups and their benefits for business

A pop-up is a type of window that appears unexpectedly on a website at a specific point during page viewing. Pop-ups offer users the opportunity to subscribe to a newsletter, download free materials, provide information about promotions and discounts, or simply convey important information.


<Img
img="/uploads/image5_afa0d0dd43.png"
alt="Example of a pop-up window"
src="A pop-up window"
/>





### The purposes of pop-ups include:

**Lead generation.** Pop-up notifications encourage users to provide their contact information in exchange for a gift, information, discount, or another [**offer**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it). This helps businesses generate leads (phone numbers, emails) and continue communicating with potential customers through email marketing and other methods, ultimately leading to conversions.

**Increasing sales.** Pop-ups inform users about current promotions and discounts that they shouldn't miss. Without such a pop-up, customers might not discover the attractive offers on the website, potentially leading to increased sales.

**User retention on web pages.** Search engines often evaluate websites based on the duration users spend on them. The longer a user stays on a site, the better it is perceived by search engines. To retain users, exit-intent pop-ups can appear when a user attempts to leave the site, capturing their attention and motivating them to stay.

**Information delivery.** Pop-ups are an effective way to communicate changes in a company's operations, technical updates on the website, and other important information. Using pop-ups ensures that information reaches customers, preventing negative reactions from those who were unaware of the changes.

**Conducting surveys and Tests.** Pop-up windows are used to conduct A/B testing for offers, advertising designs, and more. They can also be used to gather user feedback through surveys.

**Sending reminders.** This is particularly useful for e-commerce websites when a user [**adds items to their cart**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate) but forgets to complete the purchase. A pop-up page can remind users of their incomplete action, potentially recovering abandoned carts and boosting sales.


## How to create a proper pop-up

Creating an effective pop-up requires careful planning and consideration of several key factors to avoid irritating users and achieve your intended goals. Here are some tips for creating pop-ups correctly:

**Timing:** Choose the right moment for your pop-up to appear. Avoid triggering pop-ups immediately after a user lands on the page, as this can be annoying. Consider options like exit-intent pop-ups, time-based pop-ups, or triggers based on user actions to display pop-ups at more relevant moments. Test different timing strategies to find the most effective one.

**Distinctiveness:** Ensure that your pop-up's design and format stand out from the rest of the content on your site. It should not blend in with other ads or elements, especially if it appears outside the center of the page.

**Clarity and simplicity:** Keep the pop-up straightforward and uncluttered. Use clear and concise text to explain your offer or what you want from the user, whether it's subscribing to content, providing contact information, or taking some other action. Avoid multiple offers in a single pop-up, and make sure the close button is easy to find.

**User benefits:** Clearly communicate the benefits to the user if they take the action you're asking for in the pop-up. Explain what they will receive in return, whether it's a purchase bonus, free materials, or valuable information.

**Device adaptation:** Test how your pop-up form is displayed on desktops, tablets, and smartphones. Nobody likes extra actions or scrolling through a huge pop-up on a small screen—users may simply close the page in such situations. By the way, [**mobile pop-ups deliver 42% better results**](https://getsitecontrol.com/blog/website-popup-statistics/) than desktop ones.

**Placement:** Experiment with different pop-up placement options. The classic center-of-the-page pop-up is not the only choice. Pop-ups can also appear on the sides, top, or bottom of the page. Testing will help you determine the right placement for your specific audience and goals.

**Moderation:** Avoid bombarding users with multiple pop-ups every few seconds or on every page. Moderation is key to prevent user annoyance and maintain a positive user experience.

**Remember** that there is no one-size-fits-all solution for the timing, design, and placement of pop-ups. Test, test, and test again to find what works best for your specific situation.



## What pop-ups can be 
Pop-ups can be categorized based on their **placement on a webpage**:

- **center pop-ups:** these pop-ups appear in the center of the page, covering either the entire screen or a part of it; 

- **sidebar or scroll-following pop-ups:** these pop-ups are located on the side of the page and move along with the user's scrolling; 

- **top and bottom bars:** these pop-ups often take the form of narrow bars that appear at the top or bottom of the screen.


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original="/uploads/popup_center_a08bdf90d2.png"
thumbnail="/uploads/popup_center_a08bdf90d2.png"
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original="/uploads/scrool_following_7f9ebb126b.png"
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**By timing of appearance**, there are welcome pop-ups: a user enters a page, and after a few seconds, a notification appears. Other pop-ups "react" to actions or inaction: for example, a person viewed specific content, clicked a button, or left items in their cart. Another type of pop-up is retaining pop-ups that appear when closing a page.


<Img
img="/uploads/image1_85db73ddab.png"
alt="Example of a pop-up that appears when the user leaves the page"
src="A pop-up of leaving page"
/>





**By the content of the information**, pop-ups are divided into promotional, informational, pop-ups for collecting contacts through [**lead magnets**](https://altcraft.com/blog/what-is-a-lead-magnet), and for subscribing to content. Pop-ups may also include surveys and offers for a callback to the customer if they leave their contact information.


## Examples of pop-ups 

### Promotional pop-ups

These are pop-ups with discounts and promotions. They can be simple informational ones, notifying about discounts or offering promo codes. There are also interactive options with gamification.


<Img
img="/uploads/coffeeculture_3b4db20d85.png"
alt="Pop-up offering a 15% discount for subscription"
src="Discount pop-up"
/>





Pop-ups with gamification elements are a distinct type of promotion. Users are often offered the opportunity to spin a roulette wheel, similar to a casino, with the chance to win a bonus that will be sent to their email.

<Img
img="/uploads/wild_93a39beda8.png"
alt="Gamification in pop-up real example"
src="Real example of pop-up"
/>




### Pop-ups with lead magnets

Pop-ups with lead magnets offer users free materials in exchange for their contact information. This approach typically [**increases subscription rates**](https://getsitecontrol.com/blog/website-popup-statistics/) by an average of 155%.

For instance, a bonus might include a free course, some informational resource, etc.



<Gallery>
<GalleryItem
original="/uploads/lead_magnet_49db7b2cbb.png"
thumbnail="/uploads/lead_magnet_49db7b2cbb.png"
/>
<GalleryItem
original="/uploads/free_guide_41d0a3a0f5.png"
thumbnail="/uploads/free_guide_41d0a3a0f5.png"
/>
</Gallery>



### Surveys
Surveys are used to gather insights about the audience or as a method to engage users.
For example, a cosmetic website may suggest that users specify their skin type while filling out a subscription form in the pop-up. 


<Img
img="/uploads/surveywittpopoup_6ccb9f7733.png"
alt="Survey within a popup example"
src="Survey within a popup"
/>



Even simple "yes" or "no" responses can fall under this category of pop-ups. In this case, it's assumed that people might feel uncomfortable clicking "no" and potentially missing out, which may lead them to consider the offer.


<Img
img="/uploads/image11_cdfebe11f8.png"
alt="Pop-up with a survey"
src="Survey pop-up"
/>



### Informational pop-ups

Informational pop-ups are used to communicate changes in the company's operations, delivery, technical updates, and more. This category may also include rare and unique approaches, such as using pop-ups with video testimonials that accompany users as they scroll through a language learning service's webpage.


<Img
img="/uploads/infpopup_74afb5230a.png"
alt="Informational pop-up on the web store"
src="Informational pop-up"
/>





### Subscribe to the newsletter

These are the most common pop-ups that encourage users to leave their contact information so that the company can continue to send them content or other information. In this case, the pop-up is located at the bottom right of the page, allowing users to continue viewing website content without interruption and giving them the option to decide on their subscription at their own pace.


<Img
img="/uploads/offertosy_ubscribe_a2a2fc553f.png"
alt="Offer to subscribe in a pop up window"
src="Offering pop-up window"
/>




Popup subscriptions are typically combined with a promotional offer. In many cases, when subscribing, users are often offered a discount on their first order.


<Img
img="/uploads/subsforonlinestore_c836a50250.png"
alt="Popup subscription form on online store"
src="Popup subscription"
/>






### Callback request, registration forms, etc.

Pop-ups with a callback request immediately capture customers. On one hand, they collect contact information, and on the other, they facilitate [**the customer's journey**](https://altcraft.com/blog/stroim-customer-journey-map), as not everyone is comfortable making the first call.

However, registration forms in pop-ups are more common. They collect basic user information, which is then added to the subscriber's profile.


<Img
img="/uploads/registrationform_fe094f9b8c.png"
alt="Popup registration form"
/>





## Summary

A pop-up is a website element used for lead generation, information delivery, and boosting sales through discounts and promo codes. Pop-ups can appear as a greeting when a user enters a website, after a certain time of viewing, or triggered by user actions. There are also exit-intent pop-ups designed to retain users who are about to leave the site.

To avoid irritating site visitors and make pop-ups noticeable, it's important to consider the timing of their appearance, allowing users to explore the page's content. Design should be distinct from standard advertising and not get lost in the content. Additionally, the placement of the pop-up matters, whether it covers the entire screen, appears in the center, on the side, or at the top of the page. There is no one-size-fits-all solution for pop-ups, and their effectiveness is often determined through A/B testing.

Website pop-ups generate leads, deliver info, boost sales with discounts, after a delay, or based on actions. Exit-intent pop-ups aim to retain departing users.

Pop-ups.png

Pop-ups: Definition, Purpose for Business, Its Types

Pop-ups: What Are They, Their Purpose for Business, and Types of Pop-Up Windows

<Video
url="https://www.youtube.com/embed/XsCGdGr-U64?si=iop0esLDWlg5NPH7"
/>


Demand for products and services isn't always constant. Some items are only purchased during specific seasons, such as sandals in summer, snow tires for cars in winter, or Valentine's Day gifts on February 14th. To maintain consistent sales, marketing strategies must adapt to these fluctuations in demand.


Seasonal marketing campaigns have limited, often very short, durations, making the preparation of such advertising even more critical than usual. Missing the timing or executing incorrectly may result in waiting a whole year for another opportunity.


This article explores the nature of seasonal demand, the advantages of seasonal marketing, and how to launch a temporary advertising campaign, with examples from various brands.


## What Is Seasonal Marketing


Seasonal marketing is the practice of adjusting a brand's advertising activity based on fluctuations in demand throughout the year. During certain periods, consumer activity decreases, while in others, it reaches its peak. Marketers must adapt their campaigns to align with customer behavior to achieve the best results.


Several factors influence demand, including changing seasons and weather conditions (e.g., the transition from warm to cold seasons), holidays, and other events. For example, insect repellents are purchased during the summer, but there is little demand for them in the winter. Similarly, chocolate snowmen and artificial Christmas trees are primarily sold in the lead-up to the New Year.


Seasonality is often categorized into three levels, assessed based on the extent of sales fluctuations.


<Table>
| Degree of seasonality | Percentage of sales drop | Example |
| ------ | ------ | ------ |
| **Moderate** | 10-20% | Such fluctuations in sales are typical for year-round products that are relevant throughout the year, such as household appliances and personal hygiene products. |
| **Vivid** | 30-40% | Seasonal demand often occurs at the beginning of the summer cottage season for construction materials because many people undertake such projects during the summer and spring. |
| **Harsh** | 50-100% | It applies to products that are relevant for a very short period. For example, holiday-themed gifts for Easter, New Year, and similar occasions. |
</Table>


### How to predict future demand for a product


To plan marketing activities effectively, you can calculate a seasonality coefficient to determine which months of the year experience increased or decreased sales.


This coefficient is calculated on a monthly basis using the following formula:

<Img
img="/uploads/season_marketing_formula_b617f3b24f.png"
alt="Seasonality factor formula in sales"
src="Seasonality factor formula"
/>


The result will look like this, for example:


<Table>
| Month | Seasonality coefficient |
| ------ | ------ |
| January | 0,82 |
| February | 0,84 |
|March | 0,83 |
| April | 0,91 |
| May | 1,03 |
| June | 1,15 |
| July | 1,32 |
| August | 1,27 |
| September | 1,03 |
| October | 0,95 |
| November | 0,92 |
| December | 0,93 |
</Table>

To calculate the average sales for a year, you need to sum the quantity of products (or services) sold each month and divide it by 12.

There are more in-depth methods to study demand seasonality. The ratio of the monthly market fluctuations to a year or a period over several years reveals the seasonality index.

## Why is seasonal marketing important

Marketers take the seasonal factor of demand into account to retain or attract more customers for businesses and make them the right [**offers**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it). Fluctuations in periods of buying activity also present opportunities for growth and development.

### What are the benefits of seasonal marketing

**Increased sales** due to a rush for specific products or services when customers have an urgent need. *For example, during a heatwave, there is a higher demand for seasonal services like air conditioner installations.*

Another scenario is the return of a "dormant" [**customer base**](https://altcraft.com/glossary/everything-about-the-customer-database) – people who are already familiar with your brand but are waiting for discounts on seasonal items or are making purchases because the product has become relevant to them. *For instance, someone may have subscribed to a sunglasses store's account in the winter, followed their content, and made a purchase in the summer.*


**Attracting new customers.** When there are shifts in demand from low to high, it becomes easier for businesses to acquire new customers as people are actively seeking specific seasonal products and services.

**Increased brand recognition.** Seasonal fluctuations in demand provide an opportunity for a brand to make a statement and enter the market with its offerings. Special promotions and creative advertising campaigns that set the business apart from others can enhance brand recognition and attract customers through various marketing channels.

## How to create a seasonal marketing campaign

The key rule of seasonal marketing is to prepare in advance. At the very least, start planning several months ahead to go through all the stages without rushing.

Here's what you need to do:

**1. Perform the analysis:**


- Review past seasonal advertising campaigns to identify shortcomings and adopt best practices, including techniques, tools, and platforms. This process is convenient and straightforward, especially if you have a [**customer data platform (CDP)**](https://altcraft.com/en) where all customer data and marketing projects are stored. 

- Understand the audience that purchases seasonal products, including their age, problems, interests, and more. Take into account the feedback provided by customers in the previous season. To create a comprehensive picture, outline your customer's journey. For instance, use tools like [**customer journey maps (CJM)**](https://altcraft.com/blog/stroim-customer-journey-map). 

- Examine user search queries made during past years, especially concerning the months when seasonal demand peaks.

**2. Set objectives, choose campaign dates, and establish evaluation criteria**, typically focusing on return on investment (ROI) to gauge the return on investment.


**3. Develop creative campaigns and determine the discount levels** you are willing to offer. The offers should be enticing and expected, as people are aware of seasonal discounts and often anticipate them.


**4. Select the tools and formats for implementation.** After analyzing past campaigns, you will gain insight into which communication channels are most effective, such as email, [**messengers**](https://altcraft.com/blog/messenger-marketing), or push messages. A creative approach to advertising will set you apart from competitors. Consider launching more than just a promotion; create a game, devise special themed content, or alter the design. Do not be afraid to introduce new tools like dynamic elements in emails or programmatic advertising. Test and select the best options.


**5. Launch the campaign and monitor the results.** Stay updated to make timely adjustments to your advertising efforts.

## Examples of seasonal brand campaigns

The most popular time for seasonal marketing is New Year and Christmas. For example, a nutrition store organized a 12-day promotion with special offers for customers each day.

<Img
img="/uploads/image7_1_4cd558a428.png"
alt="Holiday promotion for customers of nutrition store"
src="12-day promotion for nutrition store customers"
/>

Small online stores that sell handmade gifts do not miss the opportunity to launch sales and giveaways before the holidays when many people are looking for unique gifts at affordable prices. For example, this craft candle shop offers a Valentine's Day giveaway. One of the conditions is to tag three friends. This will attract people to the store based on recommendations from their friends.

<Img
img="/uploads/image10_fb4aea95c3.png"
alt="Example of promo action with a giveaway for St. Valentine's Day"
src="Promo action with a giveaway for St. Valentine's Day"
/>

A home goods store has launched an email newsletter with Easter sale that lasts until the end of the current day. Here, wordplay is cleverly used: "*An EGGsellent idea*."

<Img
img="/uploads/image9_16c55ad61d.png"
alt="Email newsletter with a smart wordplay"
src="Email newsletter with a smart wordplay"
/>

Traditionally, seasonal advertising campaigns often appear during the summer. People purchase items for leisure and update their wardrobes for vacations by the sea. Here, the newsletter informs about the arrival of the summer collection.


<Img
img="/uploads/image1_1_dd6ddbdd2e.png"
alt="Newsletter for summer season from Esprit store"
src="Newsletter for summer season from Esprit store"
/>

Another example of a marketing move for the summer is a summer sale with a discount using a promo code.

<Img
img="/uploads/image8_8394589fe1.png"
alt="Summer sale from a clothes store"
src="Summer sale from a clothes store"
/>

All brands, especially those selling children's and teenage products, hold promotions at the beginning of the school year. For example, here, the brand offers to dress and equip children at reduced prices, providing a $10 discount for every $40 spent.

<Img
img="/uploads/image2_1_6d3713dbdf.png"
alt="Sale at the beginning of the school year"
src="Sale at the beginning of the school year"
/>

Some brands organize seasonal sales for Halloween. These sales typically include thematic souvenirs, gifts, and items with holiday-themed symbols like pumpkins, candles, and witches. For example, in this case, the stationery company Moleskine offers discounts on special limited-edition series of notebooks and planners designed in a Halloween style.

<Img
img="/uploads/image5_f85a88a783.png"
alt="Real example of seasonal sales for Halloween from Moleskine"
src="Seasonal sales for Halloween from Moleskine"
/>

Practically all brands offer their hottest discounts on Black Friday. This is the Friday following Thanksgiving Day. Typically, the period of grand discounts starts in the afternoon on Friday and often lasts not just for one day but through the entire following weekend. During this time, you can buy some items for as little as 10-15% of their previous prices. For example, the company Sephora offers discounts of up to half the price of their products.

<Img
img="/uploads/image6_5ecda003f6.png"
alt="Seasonal marketing from Sephora offering Black Friday discount"
src="Seasonal marketing from Sephora offering Black Friday discount"
/>

## Summary

Seasonal marketing is a response by brands to changing customer activity throughout the year, influenced by factors such as seasonal changes, holidays, and other events. Demand fluctuations can range from moderate to pronounced, with some periods experiencing a significant drop in sales. Marketers need to be able to react effectively and have a well-defined plan in place to capitalize on high customer activity, boost brand recognition, and attract new customers.

Seasonal advertising campaigns are typically planned months in advance and begin with an analysis of past campaigns, the target audience, and user queries during specific months of the year. Evaluation criteria and promotions are developed, often including sales and discounts.

Seasonal marketing adapts to client demand, with advance planning for targeted campaigns, such as promotions, discounts to boost sales and brand recognition.

image3 (1).png

Explore the nature of seasonal demand, and how to launch a temporary advertising campaign, with examples from various brands.

Seasonal Marketing as a Profit-Boosting Tool for Brands

Maximize Sales: Seasonal Marketing as a Profit-Boosting Tool

<Img
img="/uploads/massovaya_rassylka_b94d660753.png"
alt="Mass Mailing, Its Types, Rules, Examples"
/>

Email marketing is one of the most extensive marketing channels in the world, with [**statistics**](https://www.oberlo.com/statistics/how-many-people-use-email) predicting that by 2023, the number of email users will reach 4.37 billion people. It is advantageous for businesses to leverage this method of communication and grow their email subscriber base.


To reach a large audience, companies often utilize mass mailing campaigns. This is a way to boost sales, quickly inform users about brand news, and maintain communication. Typically, such email campaigns are conducted using specialized tools that automate the email sending process.


In the following sections, we will discuss the features, types, and rules of mass mailing, as well as how to increase their effectiveness and avoid getting marked as spam. We will also provide some examples.

## Mass mailings: what are they and why are they needed


Mass mailing is the sending of identical or similar email messages to a large audience. It can be sent to the entire database or to specific segments grouped based on certain criteria.


Such email distribution may seem similar to spam based on its description, but it is still a marketing tool. Emails are sent only to those individuals who have given consent to receive messages from the brand and can always opt out.


Mass email marketing involves carefully crafted content created after analyzing the target audience. Spam emails are sent to everyone indiscriminately without considering people's interests, often using stolen or purchased [**customer databases**](https://altcraft.com/glossary/everything-about-the-customer-database).


Mass email marketing is necessary to:


- increase company sales; 

- quickly convey information about promotions, discounts, news, and actions; 

- make the company more recognizable and maintain contact with customers; 

- conduct audience behavior research.

## Types of mass mailing


There are various types of mass email campaigns based on their objectives:


**Promotional** emails are campaigns that promote current discounts and brand offers. Promotional mass email campaigns often consist of several emails linked together in a series.


**Informational** emails convey important company news, updates about new products, changes in operations, or events.


**Content** emails provide recipients with valuable materials that help establish the brand as an expert in the field, building trust.


**Trigger** emails are sent in response to specific user actions, such as making a purchase (offering related products) or abandoning items in a shopping cart. These emails are highly [**personalized**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters).


**Transactional** emails are automatic emails confirming payment, order placement, or providing updates on delivery status.


**Onboarding** emails are designed to introduce new subscribers to the company and engage them with relevant content.


**Situational** mass email campaigns are conducted to invite users to brand events or to send holiday greetings.


**Research** emails are used when companies want to gather audience opinions, collect feedback on products or services, and obtain insights on various aspects of their business.


## Rules for mass email campaigns


Mass email campaigns follow the general rules of email marketing:


- **Clearly identify the sender.** Use a recognizable sender name and a subject line that immediately conveys the email's content. 

- **Use permission-based lists.** Ensure that the email addresses on your mass mailing list are obtained through proper consent from users who have agreed to receive emails from your brand. 

- **Create an engaging and consistent design.** Design your emails to be visually appealing and maintain a consistent look and feel. Avoid overloading them with images and animated elements, as they may not load properly for users with slow internet connections. 

- **Include** [**call-to-action (CTA)**](https://altcraft.com/blog/what-is-cta) **buttons.** Add buttons that encourage recipients to take specific actions, such as making a purchase, signing up, or clicking a link for more information. 

- **Test emails before sending.** Always test your emails to ensure they display correctly and function as intended for all recipients. Avoid sending errors to a large audience. 

- **Avoid over-sending.** Do not send emails too frequently to avoid overwhelming and annoying your subscribers. A frequency of one to two emails per month is often sufficient. 

- **Provide accurate company information.** Include accurate company details and contact information in the [**email signature**](https://altcraft.com/blog/signature-in-emails) for transparency and ease of communication.


## How to conduct mass email campaigns without landing in spam


Mass email campaigns can raise red flags with email service providers, so it's crucial to stay within defined limits, adhere to rules, and make necessary settings [**to avoid being marked as spam**](https://altcraft.com/blog/how-to-send-millions-of-emails-and-avoid-spam-filters). Here's how you can do it:


- **Obtain subscriber confirmation.** Require confirmation from subscribers before sending emails. You can implement [**a double opt-in process**](https://altcraft.com/blog/what-is-double-opt-in), where individuals provide their email addresses on your website and then confirm their subscription through an email link. This helps prevent inactive addresses and spam traps from entering your database. 

- **Monitor domain reputation.** Regularly check if your IP address is listed on blacklists, as a poor reputation can increase the likelihood of your emails being classified as spam. Use specialized services to monitor your sender reputation. Also, periodically clean your email list of inactive addresses. 

- [**Configure SPF, DMARC, DKIM records.**](https://altcraft.com/blog/how-to-avoid-spam-folder-in-gmail) Set up SPF (Sender Policy Framework), DMARC (Domain-based Message Authentication, Reporting, and Conformance), and DKIM (DomainKeys Identified Mail) records for your email campaigns. These authentication methods help ensure the legitimacy of your emails. 

- **Include an unsubscribe link.** Always provide an unsubscribe link in your email's signature. Avoid hiding it, as this can lead to user complaints and spam reports. Make it easy for recipients to opt out if they wish. 

- **Gradual list growth.** Don't increase the volume of emails you send abruptly. Sending a sudden surge of emails is a signal to email providers that you may have acquired a list of people who didn't give permission to receive emails. When planning a mass email campaign, build your email list gradually. 

- **Avoid spam trigger words.** Be cautious about using trigger words in your emails. Phrases like "get rich quick," "exclusive offers," and "prize giveaways" are likely to trigger spam filters. Use language that is clear and informative rather than overly promotional.


## How to improve the effectiveness of mass email campaigns

1. **Personalize emails.** Customize emails and send them to [**different segments**](https://altcraft.com/blog/how-and-why-to-segment-target-audience) of your audience based on factors like age, profession, interests, and purchase preferences. Avoid sending the same content to everyone randomly. For example, create product recommendations based on a user's previous orders or offer personalized deals to segments where people have made purchases exceeding $100. 

2. **Analyze campaign results.** Continuously monitor the performance of your email campaigns. Track metrics such as open rates, click-through rates, and which CTAs receive the most clicks. Use the results to adjust your email content. 

3. **Build relationships.** Focus on establishing a connection with your subscribers rather than rushing to make sales. Send informative and valuable emails that introduce people to your brand and products, effectively "warming up" your audience before attempting to sell. 

4. **Reactivation campaigns.** Implement [**reactivation campaigns**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) for subscribers who haven't engaged with your emails for an extended period. Try to recapture their attention, and if unsuccessful, consider removing them from your list. 

5. **Utilize email marketing automation.** Leverage email marketing automation services that adapt to the requirements of email service providers. These tools provide features for efficiently and correctly creating email campaigns. 

6. **A/B Testing.** Conduct A/B testing to compare different email elements such as subject lines, headers, buttons, and designs. This enables you to discover the most effective variations.

## Capabilities of email marketing services


Email marketing services serve as invaluable tools for marketers when it comes to sending messages to large audiences. These legal and relatively straightforward tools save time for professionals and help prevent common mistakes. Let's explore the capabilities that email marketing services offer:


### Email builder


These services often provide a user-friendly email builder that simplifies the process of creating email templates with the help of pre-designed blocks. Users typically do not need to have HTML knowledge, thanks to a library of templates. For instance, the editor in [**the CDP Altcraft Platform**](https://altcraft.com/en) can add AMP elements, adaptive layout blocks, videos, banners, menus, lists, and more. They may also offer a library of images.


### Campaign analytics


Every email marketing service includes [**analytics tools**](https://altcraft.com/en/features/analytics). These range from standard analytics such as open rates and click-through rates to more specialized reports on domains, senders, undelivered messages, and rejected emails. They often provide click maps to identify the optimal placement of buttons in emails and measure conversions and orders.


### Automation


Online mass email campaigns can be easily automated through these services, where users can [**set up email sequences**](https://altcraft.com/help-center/marketing-automation-scenarios/marketing-automation-by-scenario), including regular and trigger-based emails. Typically, it's sufficient to create a scenario once and make adjustments as needed.


### Personalization


Email marketing services enable the sending of fully personalized emails. This is usually achieved through variables, allowing for the insertion of names, accumulated points, discounts, and other user data. Advanced tools curate product recommendations for users and even determine the most effective time to send emails.


CDP [**Altcraft Platform**](https://altcraft.com/en/features/cdp) gathers data from various sources into a unified profile, including personal, demographic, and behavioral data, as well as information about user actions. This data is then used to segment and personalize email campaigns.


### Data collection


These services often offer the ability [**to create email collection forms**](https://altcraft.com/en/features/forms-and-surveys). Email marketers also integrate these services with their data storage systems.


## Examples of mass mailing


The promotional email announces a 50% discount on the third package of business applications.


<Img
img="/uploads/mass_mailing_image1_6b27896b17.png"
alt="Promo email announcing discount"
src="Promotional email announcing the discount"
/>


This informational email announces new layouts available on the Canva platform and invites its users to try them out.

<Img
img="/uploads/mass_mailing_image2_5dbf267a84.png"
alt="Informational email describing new features of service"
src="Informational email describing new features of the service"
/>

In this email, the company is requesting recipients to take a brief survey and provide feedback on their performance. At the bottom of the email, there is a CTA button that leads to the survey page. In other cases, surveys may be included directly within the email, eliminating the need to visit external resources.


<Img
img="/uploads/mass_mailing_image3_ec2f44f8ed.png"
alt="Email asking to take a survey"
src="Email asking to take a survey"
/>


This email from Peet’s Coffee offers its customers the opportunity to download the app, register with a promo code, and receive a $2 discount. Additionally, users will receive a complimentary beverage as a gift for their first order made through the app.
<Img
img="/uploads/mass_mailing_image4_f4983f73a2.png"
alt="Example of promotional mass email with an offer"
src="Example of a promotional mass email with an offer"
/>


The mass email with a reminder about an incomplete order is sent as part of [**a trigger email campaign**](https://altcraft.com/glossary/trigger-campaign-why-to-use-it-to-whom-it-is-suitable) to users who have abandoned their shopping carts.


<Img
img="/uploads/mass_mailing_image5_8e98f7d33a.png"
alt="The email reminding of the abandoned cart as a part of trigger campaign"
src="Email reminding of abandoned cart as part of trigger campaign"
/>

In this case, users receive [**a transactional email**](https://altcraft.com/glossary/transactional-emails-what-they-are) after completing their order. J.Crew is requesting its customers to leave reviews about the items they have purchased.


<Img
img="/uploads/mass_mailing_image6_2eebedba88.png"
alt="Example of a transactional mass email"
src="Example of a transactional mass email"
/>

## Summary

Mass mailing is a method of communicating with a large audience by sending emails to hundreds or thousands of people. Brands use this approach to increase sales, enhance recognition, inform users about changes, and conduct research.

Types of mass mailings include promotional, trigger-based, informational, content-based, transactional, survey emails, onboarding emails, and situational emails.

When sending a large number of emails, there is a risk of ending up in spam folders, so it is recommended to monitor your domain's reputation, provide an option for users to unsubscribe, send messages only to your own database, and gradually increase the volume of emails.

To improve the effectiveness of a mass email campaign, it is advisable to personalize emails, reactivate subscribers, avoid immediate sales pitches, analyze results, and use automation services.

Mass mailing is a marketing strategy that involves sending email messages to a large audience for promotional, informational, or communication purposes.

massovaya rassylka.png

Learn how to use mass mailing campaigns and grow your email subscriber base.

Mass Mailing, Types, Rules, Examples of Mass Newsletters

Mass Mailing: Types, Rules, and Examples

<Img
img="/uploads/podpis_v_pochte_f8fd9ee0ce.png"
alt="How to Create a Signature in Outgoing Emails"
/>

In email marketing, it's essential to not only craft attention-grabbing subject lines but also to conclude your communication effectively. An email signature is a component that fosters trust in your brand, simplifies customer interaction, and even promotes products and services. In fact, [**62%**](https://www.soocial.com/email-signature-statistics/) of marketers use the email footer for marketing campaigns.

Creating an email signature should be a well-thought-out action. Many opt for specialized services or generators while adhering to common guidelines. In this article, we'll delve into configuring an email signature, making it personalized and impactful, both in terms of branding and marketing.

## Why an email signature matters

An email signature is a must-have for brand communications. This seemingly small detail becomes the 'face' of your company and a crucial element in building its reputation.

Here's why an email signature holds value in your emails:

[**Personalization.**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) By communicating from a recognizable sender's name rather than an impersonal account, brands garner more customer trust.

**Brand recognition.** A well-designed email signature with your company logo that recipients see frequently becomes memorable. People become accustomed to your brand, making them more likely to recognize your products across various platforms, both online and offline.

**Communication simplification.** Typically, an email signature includes contact details such as email and phone numbers. This ensures customers always know where to reach out for inquiries or feedback.

**Cross-channel promotion.** Email signature text often incorporates icons of other brand social media channels, enticing users to visit and follow. It's a simple, cost-free way to grow your audience and develop omnichannel presence.

**Product and service promotion.** Email signatures can feature call-to-action buttons and promotional elements like banners showcasing special offers or appointment booking forms.

## Elements of the email signature

There are various ways to complete an email. Let's examine a comprehensive email signature example from **utm.io** to illustrate.

<Img
img="/uploads/image15_14f53a0c71.png"
alt="Example of a signature with the logo"
/>


Here are the key elements to include in any email:

- brand logo;
- physical company address;
- links to social media accounts;
- update email preferences link.

There can also be additional elements, important but not mandatory:

- brand slogan and appreciation message;
- explanation of why the customer received the email (self-subscribed);
- location link, etc/

If your brand communicates from the perspective of a specific manager or a group of individuals, email signatures should also feature their names, titles, direct contacts (if appropriate), and optionally, photos.

<Img
img="/uploads/image3_62f39966a3.png"
alt="Example of a signature with the photo"
src="Example of a signature with the photo"
/>



## Tips for making a signature in mail

A successful email signature is concise yet includes all essential information for the client. Here are tips for creating one:

- Provide contact options with the company or specify that questions can be asked via reply or a dedicated form on the website.


- Design the signature to align with the brand's corporate style, considering the overall email design. Fonts and colors should harmonize while being noticeable.

- Incorporate visuals like a logo icon and an employee's photo if the communication is from their perspective.

- Craft legible text without excess, creating an appealing signature. Highlight key elements and condense information into a few lines (up to six).

- Include links to other communication channels with recognizable clickable icons. Incorporate calls to action like “Contact us” or “Subscribe here.”

- Integrate selling points when necessary. While main offer details are in the email, it's permissible to include links to case studies, blogs, or [**lead magnets**](https://altcraft.com/blog/what-is-a-lead-magnet) in the signature. Utilize UTM tags for tracking.

- Enhance the signature with brand quotes or slogans, maintaining moderation in content.

**Attention!**

- Ensure users always have the option to unsubscribe directly from the email. The unsubscribe link should be included within the digital signature, while the support email address can remain for other queries. If users can't easily unsubscribe, they might mark your email as spam and report the sender.


- Adapt signatures for mobile devices.

- Regularly verify contact details and link functionality.

## How to make a signature in Gmail, Outlook, Yahoo Mail
### Gmail
An email signature in Gmail can be consistent across all emails or configured separately for outgoing and reply/forward messages. To set this up, follow these steps:

- Click on the “Settings” gear icon in the upper right corner.
- Choose “See all settings” from the dropdown menu.

<Img
img="/uploads/image17_311089d39b.png"
alt="Settings in Gmail email client"
/>

- Give a name to your signature.
- Configure the content, its design, optionally add a picture.


<Img
img="/uploads/image2_aaaa250db2.png"
alt="Configure the signature in Gmail"
/>


### Outlook

Creating an email signature in Outlook is also done through a new email. In a new message, go to the “Message” tab, click on the “Signature” icon, and select “Signatures.”

Click “New” and give the signature a name. Then, using “Edit signature”, input your details. Templates are also available.

<Img
img="/uploads/image18_bd6cb92178.png"
alt="Configure the signature in Outlook email client"
/>

### Yahoo Mail

Login to Yahoo. Click Settings on the upper right-hand side. Click the gear icon and choose "More Settings." Select Writing Email from the left side menu. Then select your yahoo email address. Find the "Signature" section and toggle on the Signature switch to the right.
Type in your signature or paste it in as HTML. Scroll down, hit "Save," and it's set for outgoing emails.

<Img
img="/uploads/image10_19ee82bc03.png"
alt="Configure the signature in Yahoo Mails"
/>

## Some services to create a signature in the email

Configuring email signatures is a task that can be easily automated with specialized services. Let's explore popular options.

<Table>
| Service | Description |
| ------ | ------ |
| [**Stripo**](https://stripo.email/signature-generator-tool/) | The signature is generated after adding information to one of the templates. You can include a logo, photo, social media icons, and customize colors and font styles. The service offers a user-friendly interface. |
| [**ThriveDesk Email Signature**](https://www.thrivedesk.com/email-signature-generator/) | Generates signatures in real-time. You simply need to fill in the form fields (name, contact details, company information), choose colors and a template. |
| [**Hubspot**](https://www.hubspot.com/email-signature-generator) | There are several ready-made options with customizable CTAs for creating a signature, without the need for HTML or coding knowledge. The service offers a pleasant and user-friendly interface. | 
| [**WiseStamp**](https://webapp.wisestamp.com/editor) | A versatile generator for personalized and creative signatures. The editor allows you to add videos, quotes, images, CTAs in the form of banners, buttons, schedules, and other elements. |
| [**Si.gnatu.re**](https://si.gnatu.re/) | A platform where you can easily create fully personalized designs: adjust image sizes and even add a selfie, especially if the signature is for a manager. It offers dozens of ready-made icons to link to other brand channels. |
</Table>

## How to create a signature within Altcraft Platform Template Editor

[**Altcraft CDP**](https://altcraft.com/en) includes an email editor, where creating a signature will take just a few minutes.
1. First go to **Templates** — **Create**, and select **Editor**. 

<Img
img="/uploads/image8_f4ec023e83.png"
alt="Select method of creating the message template"
/>

2. Then click “**Email**”

<Img
img="/uploads/image5_a7aac81a7d.png"
alt="Select sending channel when creating template"
/>

3. By default, the HTML version of the email will open. Switch to the “**Visual editor**” (located at the top right corner of the editor).

<Img
img="/uploads/image16_b3812f817f.png"
alt="Visual editor "
/>

4. On the right sight of the window select **Blocks**, then select the appropriate block on the right among **Text**, **Image with text**, **Text with image**, **Menu** and **Socials**.

<Img
img="/uploads/image11_dcd40b4ebc.png"
alt="Select the appropriate block for a message template"
/>

5. Let's imagine you need a signature with an image. Add the desired template to the end of the email.

<Img
img="/uploads/image4_1049b4ab8c.png"
alt="Structure of a signature block in message template"
/>

6. Fill in the template with information and upload a photo of the manager who handles the correspondence.

<Img
img="/uploads/image1_8753ba3717.png"
alt="Fill in information in a signature block in message template"
/>

7. Drag and drop the block with social media icons (if reqired). Keep only the ones that are relevant to you.

<Img
img="/uploads/image7_247bc76915.png"
alt="Add social media icons in a signature block in message template"
/>

8. The link to another communication channel is added in the right menu. Click on the icon and insert the address of your page or group here.

<Img
img="/uploads/image_1_9b8f065c5f.png"
alt="Add link to a social media in a signature block in message template"
/>

9. Do not forget to save the changes clicking the check mark.

<Img
img="/uploads/image_2_aae0f7337d.png"
alt="Save changes clicking the check mark"
/>

In the editor, you can also see how the email content appears on different types of screens. To view this, click on the device images at the top of the editor.

<Img
img="/uploads/image_3_8a22e5bdcf.png"
alt="View your template on different devices"
/>


The template element with an unsubscribe link is automatically added at the end of the email.

<Img
img="/uploads/image6_c3302dd892.png"
alt="Add an unsubscribe link"
/>

## Summary

An effective email signature serves to enhance brand recognition, streamline communication with customers, foster trust, and can even contribute to marketing campaigns. Typically, email signatures include contact information, logo, links to other social media platforms, and an unsubscribe link. Additional elements like a geographical address (if relevant), slogan, and persuasive elements could be added. If emails come from specific managers, their name, title, and the possibility of adding an avatar should be included.

Signatures should be concise, align with the overall email style, and feature legible text. Special generators are used to create this element, making it easy to design a personalized format. For instance, [**Altcraft Platform**](https://altcraft.com/features/cdp) allows the addition of a unique signature through a visual editor with just a few clicks.

An effective email signature contributes to marketing campaigns. Signatures should be concise, align with the overall email style, and feature legible text. 

image13.png

Learn tips for creating impressive signatures in emails that increase customer engagement and contribute to your business.  

Signature in Emails: Why Needed, Requirements & How to Make

How to Create a Signature in Outgoing Emails

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