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<Img 
img="/uploads/pwa_prilozheniya_66ae963bcb.png"
alt="PWA: What They Are & Successful Examples" 
/> 

Mobile apps are a popular way to conduct essential marketing communications with customers, but their development can be costly and time-consuming. Hence, an alternative emerged in the form of Progressive Web Apps (PWAs), a technology that Microsoft began developing in 2000. A Progressive Web App displays a company's website data within the familiar interface of a mobile application, blurring the lines for users.

Interest in this technology rekindled in 2015, when Google started supporting the necessary components for PWA creation. Some believe that in the future, web applications will replace traditional ones. Today, a hybrid format of a website and a conventional app is already being used to accelerate development and reduce costs.

Discover more about PWAs, their pros and cons, as well as insights into their creation.

## What are Progressive Web Apps

A Progressive Web App (PWA) is a website adaptation for mobile devices that functions like an application. Visually, it appears as the same icon and familiar interface, but operates on a different principle.

PWA applications replicate the functionality of a mobile app. Web pages are hosted on a domain and accessed through browsers on devices. Progressive web applications can be thought of as advanced versions of websites that adapt to the user's device, eliminating the need for separate development for Android and iOS.

Web applications can operate autonomously as needed and can send [**push notifications**](https://altcraft.com/blog/mobile-marketing-101-push-notifications) to customers, crucial for maintaining consistent brand-to-audience communication. They are usually installed via the company's website, but directories of Progressive Web Apps have emerged, such as [**appsco.pe**](https://appsco.pe/), [**findpwa.com**](https://www.findpwa.com/), and others.

<Img 
img="/uploads/1_26e93f7515.png"
alt="Web apps in their diversity"
/> 

Web applications expedite user interactions, confer competitive advantages to brands, and promote their products and services through PWA Push notifications. Consequently, various businesses, especially those with customers engaging in regular purchases and service orders, are adopting this technology. These include stores, beauty salons, cleaning services, car dealerships, restaurants, food delivery, media outlets, and more. 

## PWAs: pros & cons 

### Advantages

- A user's experience with a Progressive Web App is nearly indistinguishable from a mobile app, while the development cost is significantly lower.


- Creating a PWA version of a site is significantly faster. There are even builders available for this purpose. For instance, [**Microsoft claims**](https://learn.microsoft.com/en-us/windows/apps/publish/publish-your-app/turn-your-website-pwa) that a Progressive Web App version can be assembled using the PWABuilder tool during a lunch break.


- Installation is done directly from the website, bypassing the need for a specific app store. This eliminates the need to conform to store requirements, wait for approval, and fear the risk of removal.


- [**Enhanced user loyalty**](https://altcraft.com/blog/customer-loyalty) and engagement with brand content, leading to increased sales and average order value. Reminders of brand promotions and news are delivered through PWA notifications, familiar Push alerts that inform users of brand offers without launching advertisements.


- Indexing by search engines is possible, as PWAs are essentially advanced versions of websites that adhere to SEO optimization rules, generating additional traffic.


- Automatic updates and a smaller size (no more than 3 megabytes) compared to native mobile apps, reducing device memory consumption.


- Fast performance in comparison to websites and the ability to operate in offline mode (with limitations).

### Disadvantages

- Progressive Web Apps (PWAs) have limitations on accessing device hardware and technologies. For instance, on iOS, you can't use Face ID and Bluetooth. Apple's adaptation to web apps is slow, resulting in push notification issues on their devices.


- Dependency on browsers can lead to restrictions due to outdated operating system versions where updates cannot be installed. Additionally, browsers may not always provide complete functionality for web apps.


- PWAs consume more battery due to coding in JavaScript, a programming language that requires more system resources compared to native languages like Java and Swift.


- Lower virality is a challenge as users are accustomed to downloading apps from the App Store (iOS) and Google Play (Android), rather than seeking them on brand websites. Creating only a PWA version might require investing in marketing campaigns for promotion or undergoing the moderation process of app directories, which is not always straightforward and fast.

## Successful Case Studies of Companies Utilizing PWAs


Notable brands have demonstrated successful PWA examples, including Telegram, YouTube, TikTok, Aviasales, Tinder, Pinterest, Forbes, AliExpress, Uber, and more. Some of them have significantly improved user experience and increased revenue.


Tinder launched a web version of its app that occupies only 2.8 megabytes of memory compared to the Android app's 30 megabytes. The loading speed was reduced from 11.91 to 4.69 seconds, enhancing the user experience.


Pinterest also managed [**to cut down interface loading time**](https://medium.com/dev-channel/a-pinterest-progressive-web-app-performance-case-study-3bd6ed2e6154) from 23 to 5.6 seconds. User engagement increased by 40%, while advertising revenue saw a 44% boost. Content engagement notably increased by 60%.


<Img 
img="/uploads/2_ce810e8a3a.png"
alt="Example of Pinterest PWA"
/> 

Enhancing the user experience with PWA has been successful for Forbes, whose app was often criticized for being cumbersome. Users now spend [**40%**](https://digiday.com/media/new-mobile-site-forbes-boosted-impressions-per-session-10-percent/) more time reading articles and consume 15% more content from the publication. Page loading times have also improved significantly. Previously, the average wait was 6.5 seconds, but in the new version, it's only 2.5 seconds.

The implementation of a Progressive Web App increased AliExpress' conversion rate by [**104%**](https://web.dev/aliexpress/). Users now visit twice as many pages per session and spend 74% more time on the platform.

Uber utilizes [**PWA technology**](https://www.uber.com/en-UA/blog/m-uber/) to reduce app loading speeds across all devices, even on 2G connections. This is crucial for entering new markets. Consequently, the service opens in just 3 seconds, occupying a mere 50 kilobytes.

<Img 
img="/uploads/3_f40c992471.png"
alt="Uber PWA success case"
/> 

## What's required to create a PWA application


Progressive Web Apps are available on all operating systems, but initially, a website is required, which is transformed into a progressive version using JavaScript, HTML, and CSS technologies. The web application is displayed through a WebView—a system component that opens internet pages within an app. For PWAs to work, browsers like Safari (iOS) and Chrome (Android) are necessary.

To create a web application, you'll need a Web App Manifest and a Service Worker.

The Service Worker is a script that receives information (requests) from the browser through a secure HTTPS connection. This component operates in the background, even if the page isn't active. Service Workers enable the delivery of Push notifications to users, and the application synchronizes with the website without user involvement. Updates happen automatically, and offline mode is available.

The Web App Manifest is a file named manifest.json that's added to the website's code. It provides information to the browser about how the app should be displayed on the device. It defines the app's name, icon, splash screen, theme, and other elements. The manifest specifies which data remains unchanged and which parts get updated.


**Other important elements for web application development:**
- A digital SSL certificate verifies the authenticity of the website. It's necessary for establishing an encrypted HTTPS connection that ensures security.



- The Application Shell is the app's framework or template where data from web pages is loaded.

## Summary

A Progressive Web App (PWA) closely mimics the interface and functionalities of a [**mobile app**](https://altcraft.com/blog/mobile-app-as-a-marketing-channel), but operates using a different technology. A PWA is launched on the screen via a shortcut using a browser. While the user only sees the app, which updates, stores data, and sends push notifications, the underlying technology works differently. Developing a PWA is simpler and quicker, but there are limitations on certain functions.

A web application is created using components like the Service Worker and Web App Manifest. Additionally, an SSL certificate is required to establish a secure connection, and an Application Shell is used.

PWA applications are rapidly evolving and have the potential to replace traditional apps in the future.

Progressive Web Apps, or PWAs mimic mobile apps via browser shortcuts, providing fast development and potential to replace traditional apps.

pwa_prilozheniya_66ae963bcb.png

Learn how PWAs seamlessly replicate mobile app experiences through browser shortcuts, offering rapid development and the potential to revolutionize traditional apps.

PWAs: What They Are & Successful Examples of Implementation

What are PWAs: Examples of Successful Implementations

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

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

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

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

## How WhatsApp newsletters work

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

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

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

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

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

### Newsletters via personal accounts

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

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

### Newsletters via WhatsApp groups

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

## What businesses benefit from WhatsApp newsletters

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

## WhatsApp newsletter rules

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

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

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

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

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

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

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

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

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

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

### How to pay for newsletters on WhatsApp Business

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

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

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

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

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

## How to send newsletters on WhatsApp

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

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

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

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

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

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

**5. Schedule message chains.**

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

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

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

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

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

## Conclusion

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

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

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

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

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

rassylki-whatsapp.png

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

WhatsApp Newsletters: Settings, Benefits and Rules

WhatsApp Newsletters: How to Do It Right

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

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

## Results achieved

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

## What has been done to achieve the results

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

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

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

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

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

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

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

## What our client says

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

> Rinat Sibgatullin

> Head of Qvant Communications Platform

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

kejs-premer.png

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

How PREMIER Reduced the Time to Send Campaigns to 1 Hour

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

<Img
img="/uploads/chto_takoe_vebhuki_4d3dbae977.png"
alt="What are Webhooks"
/>

The human body knows exactly when to eat or sleep. We don't have to ask ourselves every time, «Are you hungry?». A signal received at the right time, without prior request. Webhooks work in the same way. Let's look into the subject: what it is and what advantages it brings.

## Webhook is the easiest way to communicate

The technology consists in sending system notifications to a specific URL in real time, as soon as the expected event has occurred. There is no need to regularly request a report on the state of the system. This is how APIs work. WebHooks will make themselves known if something happens.

Let’s consider some examples. Often after a meeting with friends, we ask them to report back as soon as they get home. We ask because we care about them. What's next? Your friends get home and text you, as promised. Your request in the language of technology is a command. The moment when friends get home is an expected event. Your phone to which messages are delivered is a unique URL that ensures the privacy of correspondence.

Bank cards work in a similar way. For example, you are waiting for a salary. To know about account replenishment, you can set up notifications about transactions in the mobile application. This is how the command is set. Now the system will automatically notify you of any changes in the bank account. The system will send an event notification to a unique URL — phone number, email or [**push**](mobile-marketing-101-push-notifications).

Webhooks are needed to exchange event data between independent systems. They are used in data management services, when setting up automatic debiting of money for the services provided. When funds are debited from the account automatically, the client needs a receipt confirming the payment. For this, a banking service and a webhook programmed for activity at the time of debiting are used. Thus, the client will automatically receive all checks.

## Why webhooks are used

Here are some reasons why businesses should use webhooks:

- Work efficiently with data.
- Easy automation.
- Consolidation of independent systems.

Any business collects and **processes data**. Often the results are used in several applications at the same time. The question is how to deliver them there without confusing algorithms and loss of information. In that case, webhooks are necessary. There are many other tools that work with events, but only webhooks send information to external systems as soon as the trigger fires. Think about bank notifications: you set them up once, and you no longer have to request information - the system itself will notify you of all changes. 

Managers working with [**Big Data**](data-science-in-marketing-and-business) will highly appreciate this tool, because instant access to the necessary information is often the key to success. The efficiency of work is also increased by the fact that the specialist gets rid of the need to manually check the status of the system each time.

**Automation of routine processes** is elementary with webhooks. They especially help in data management and data transport processes. The user sets up the command, defines the target event, and specifies the action to follow. The webhook will automatically transfer the necessary information online to the specified URL. Close control and manual control will be a thing of the past.

Imagine a situation where you want to set up user alerts that are sent every time a purchase is made. Automating the described process is fast if you connect webhooks to this.

**Webhooks build a direct connection** between applications, thereby achieving specificity and accuracy. It’s not necessary to combine several code elements in order to unite the data system. It’s much simpler than the API. At the same time, all information is secure and under full control.

## Action Hooks in Altcraft Platform

Advanced marketers have long appreciated webhooks: they make marketing easier, more accurate, and more effective. Optimization in the field of work processes is achieved, and the quality of data management is improved. Modern CDP has long provided users with this tool for work.

For example, [**Altcraft Platform**](/en) developed Action Hooks. It is a tool that sends notifications to external systems when an event is recorded in the platform. This includes system actions such as message delivery, profile import, triggered customer actions seen by pixels on your website or app.

Events are recorded in all connected databases or in a particular one. Captured events are sent in one batch in JSON format over HTTP or sent to the broker's queue asynchronously. As you have already noticed, the described technology provides unlimited possibilities for [**integration**](/features/integration). Improve your marketing — connect external BI, DMP and CRM and other tools.

In this article, we talk about what webhooks are, how they work, and what benefits they have for your business.

chto-takoe-vebhuki.png

Webhooks open up endless possibilities for integration. Read about how this technology works.

What Are Webhooks and How to Use Them in Your Business

What are Webhooks

<Img
img="/uploads/marketing_automation_for_education_f5808fc978.png"
alt="Marketing Automation for Education"
/>

The Internet has given marketers a variety of tools to attract new customers and retain old ones. One of the most powerful among them is marketing automation software. The advent of [**CDP**](/features/cdp) has brought the work with client data to a new level. Of course, this cannot but affect the fast-evolving industry of EdTech.

In this post, we will explain why the educational industry needs marketing automation. We will also share with you five effective automation strategies in this industry.

## Why the Education Sector Needs Marketing Automation

The EdTech industry saw explosive growth during the COVID-19 pandemic. In 2019, EdTech investment amounted to [**$18.7 billion**](https://www.mishcon.com/news/the-growing-edtech-sector-amidst-the-pandemic) worldwide. In 2020, they almost doubled and reached $36.4 billion. In 2021, this sector strengthened its position. People from all over the world appreciated the convenience of online learning. After all, even under lockdown conditions, they still had the opportunity to take interesting courses, master popular professions and improve their skills.

Let's take a look at statistics. Sitecore collected the following [**data on the benefits of marketing automation**](https://moosend.com/blog/10-marketing-automation-statistics-need-know/) in business:

- **36% of marketers** have time for meaningful and interesting projects;
- sales productivity **increases by 14.5%**;
- the number of [**qualified leads**](what-is-a-lead-magnet) increases by 451%;
- subscribers open **triggered emails 70.5% more often** than routine newsletters;
- **63% of companies** outperform competitors due to marketing automation.

The point is, online education services also need marketing automation. A single platform will provide the education technology industry with the following benefits:

- attraction of new clients;
- consolidation of data on prospects and existing students from all channels, which will allow you to segment the client database into audiences for targeting;
- personalized offerings;
- generation of quality leads;
- improvement of training formats;
- advanced analytics to evaluate results.

## Five Marketing Automation Strategies for Education

Here are five marketing automation strategies for the education technology industry.

### 1. Selling a course

Now people do not need to sign up for courses and go to college at the appointed time to get additional knowledge. Clients can simply choose the topic they are interested in on an online platform they like and listen to lectures when and where it is convenient. It doesn't matter if you're sitting at home, walking in the park, or just having a coffee break at work.

So how do you get people to buy? Let’s say a visitor gets interested in a course and leaves his contacts for more information. What is your move? Send him a course description and give him the first lesson for free. In this way, a potential student will quickly understand whether he wants to become your client or not. One introductory lecture will not bring losses, but it will attract only interested people.

Such a scenario is easy to implement through the [**CDP Altcraft Platform**](/en). It will make it easier for you to work with clients, because you no longer have to send emails manually — the platform will do everything for you. By the way, more complex automation chains also can be implemented in Altcraft Platform.

<Img
img="/uploads/selling_a_course_eng_fa9c136b25.png"
alt="Scenario «Selling a course»"
src="Scenario «Selling a course»"
/>

### 2. Selling a webinar

Professionals do not always need to take a whole 3-month course to improve their skills. They often look for one quality webinar that contains not empty chatter, but the maximum amount of useful information. In this case, lecturers need to hold a really productive event so that listeners want to return to the educational platform.

Your task is to take clients from the application for the webinar to the webinar itself. Up to 1,000 people can be in a virtual classroom at the same time. Sometimes even more. Are you really going to send each of them an individual message manually? Unlikely. Well, this is where marketing automation comes in handy again.

You can automate the process of sending emails to remind participants of the upcoming event. Just set up a regular campaign. This way you will forget about the routine and your clients will not forget about the webinar.

<Img
img="/uploads/selling_a_webinar_eng_a4592d325f.png"
alt="Scenario «Selling a webinar»"
src="Scenario «Selling a webinar»"
/>

### 3. Signing up for an online intensive course + cross-selling

The goal of the free intensive course is the same as the introductory lecture — to encourage the client to buy the course. However, while a lecture is just a small piece of the whole material, an online intensive is a complete immersion of a person in a topic. Students know in advance how the training will take place and determine whether this format suits them or not. During an intensive course, students usually complete practical tasks to consolidate their knowledge, and this is another advantage of the course.

You should accompany your potential client throughout the intensive course. For example, send him a schedule, notify him of lessons and remind him when a period of study is over. All this will highlight the positive aspects of your educational platform. The student will think: "If they take such good care of me during the brief course, then what awaits me during the full one?"

Help customers make a choice in favor of education. For example, give students [**promo codes**](how-to-use-promo-codes-for-business) and discounts after completing an intensive course. You can also ask students to take a survey to gauge their satisfaction with the event. Don't forget that it's important to take both positive and negative feedback into account.

In Altcraft Platform, you do not have to use third-party services to create surveys. We have our own built-in service. This tool is called [**Forms**](/features/forms-and-surveys). The form builder is intuitive, so you can create surveys, questionnaires and tests even without professional knowledge.

The student may not enroll in the course after the free training, but he can tell you about the topics of interest in the survey. In this case, do not let him forget about you and regularly send useful materials. We will discuss this strategy in the next paragraph.

<Img
img="/uploads/sign_up_for_intensive_and_cross_selling_eng_2fc7c302b4.png"
alt="Scenario «Signing up for an online intensive course + cross-selling»"
src="Scenario «Signing up for an online intensive course + cross-selling»"
/>

### 4. Useful newsletters from your educational platform

Today you will not interest people in your product by imposing it. However, marketers and sellers have found a way out.

You've probably heard the word "warming up" on social media more than once. For example, warm up your leads, warm up your cold audience, etc. Usually this method is used by bloggers with an already gained loyal audience. They warm up their subscribers by gently, without being intrusive, telling them about a product or service for some time.

Let's take an example. Jane runs a lifestyle blog. Her posts are read by several thousand people. One of the her hobbies is dancing. She dances for herself. Jane regularly tells her audience about her favorite hobby and shows rehearsals from the studio. Christina, who works as a trainer, notices Jane. She plans to start a personal stretching course, so she offers Jane access to the course for free in exchange for Jane showing her progress to the public. The options for the contract can be different. The point is that Jane, without changing her communication style, will tell subscribers about the classes in a way that encourages them to buy the course.

Useful newsletters work the same way. You don’t need to offer discounts in every email, give promotional codes or sell two webinars for the price of one. Send messages with valuable information without a hint of a sale. Subscribers will read those emails with interest and when you offer to buy an educational product, they will be ready.

<Img
img="/uploads/newsletter_from_an_educational_platform_eng_0e825c643a.png"
alt="Scenario «Useful newsletters from your educational platform»"
src="Scenario «Useful newsletters from your educational platform»"
/>

### 5. Communication in messaging apps

The [**messaging app**](messenger-marketing) is a useful tool for working with clients. The functionality of these apps is not limited to direct sales, announcements of new products and notifications of long-awaited promotions. You can send personalized offers to a chat with a potential client or even run a full-fledged course using a chatbot.

For example, a user takes an English test on your site to find out his vocabulary and get the first lesson for free. He leaves contact details (email address and phone number) to get the result and arrange a trial lesson. After that, the user receives an email with the test results. At the same time, he receives a message in the messaging app — he is asked where and when it is convenient for him to discuss a trial lesson. 

Nowdays people often receive spam calls, so a message in the messaging app is a real way to get a loyal attitude towards the brand.

Another example. Today many experts have their own trainings. It can be courses on personal growth, copywriting, SMM or in any other field. Now it is not necessary to send lessons by email or ask a person to sign up on the website to listen to lectures in their personal account. It is enough to create a channel in Telegram and teach there. In the channel, you can organize a relaxed atmosphere, open comments and sometimes send off-topic messages. If you want a more strict format, use a chatbot.

In Altcraft Platform, you can connect a Telegram bot and a Telegram group. Create a campaign for your bot and set up the scenario once. After that, students will receive lessons according to the schedule: on the right day and at the right time.

<Img
img="/uploads/communication_in_messenger_eng_a0afaa1133.png"
alt="Scenario «Communication in messaging apps»"
src="Scenario «Communication in messaging apps»"
/>

## Conclusion

On the one hand, marketing for online education is gaining momentum. On the other hand, it is difficult for marketers in this industry to stand out from competitors and simultaneously develop an individual approach to clients. That’s why, it is important to find a solution that will allow you to quickly and flexibly automate the strategy and communicate with customers without restrictions.

Altcraft Platform can become such a solution for you. Our marketing automation software will replace several marketing tools at once. You can use it to:

- set up effective customer data management;
- automate communications with customers in different Internet channels and build a customer journey
- experiment, analyze the results and find the best solutions in marketing;
- protect the personal data of customers in accordance with the requirements of the law.

In this post, we will explain why the educational industry needs marketing automation and share with you five effective automation strategies in this area.

marketing automation for education.png

Here are a few examples of how a good marketing automation strategy can be applied to the education sector.

5 Marketing Automation Strategies for Online Education

Marketing Automation for Online Education

<Img
img="/uploads/10_Myths_About_Marketing_Automation_8ccf452df8.png"
alt="Myths About Marketing Automation"
/>

There are dozens of stereotypes about marketing automation. One of them is that it will make your business flourish without much effort from marketers. The main misconception about marketing automation is that it will launch a system that will do everything by itself and bring in leads effortlessly. But computers cannot do business for people: come up with strategies, build marketing communications and sell. 
 
Automated marketing really is a step forward for businesses. However, it will benefit only if you have a comprehensive approach and a deliberate strategy. Let's debunk popular myths about marketing automation. 

## What is Marketing Automation

Marketing automation is a special software that carries out a marketer's tasks automatically. Computers perform repetitive tasks wholly or partially, giving marketers more time to think about strategy and creative part. Automation is suitable for any sphere. 
 
[**Modern marketing automation platform**](/en) includes newsletters, advertising campaigns, tracking user activity on the website and reaction to it, conversion of visitors to leads with pop-ups, analysis of competitors' articles SEO, bidders in contextual advertising, audience parsing, data collection for analytics, content posting.

<Note>
[**Marketing automation**](what-is-marketing-automation-and-how-it-affects-business-development) is a set of actions and a marketing management system. An automated email newsletter is not equal to automated marketing.
</Note>
 
Automation ensures:

- Personalization of communication with minimal effort from marketers.
- More accurate data-based advertising. 
- Reduced workload for staff. You won’t have to hire more professionals when scaling the business. 
- Coordination of marketing with other departments. Joint automation of marketing and sales: all actions follow the same plan.
- Tracking user engagement.
- Control of the sales funnel from the beginning to the end. 
- That weak spots in the strategy are found.

## Myths About Marketing Automation 

### Myth 1. It's just an automated newsletter

The system will send newsletters and save marketers’ time. Still, without a plan and a systematic approach, it's just automation of a separate action. The sales funnel links several channels that the marketing automation service tracks. The system reacts to customer actions — it starts newsletters when triggers are activated. It also collects data for analytics, controls advertising campaigns and publishes content. 

<Note>
Do not confuse automated newsletters with spam. [**Spam is an unsolicited newsletter**](how-to-send-millions-of-emails-and-avoid-spam-filters) sent to users. Proper business automation personalizes offers and sends the client only relevant newsletters.
</Note>

### Myth 2. Automated marketing will replace marketers

It won't work that way. Even advanced systems can't work without human supervision. They can track user activity and provide data, but they can't draw conclusions and think through strategies on their own. Campaign planning can't be done without the human element. Only marketers see the whole picture and know how marketing is connected with other channels. They are always aware of the situation on the market and in the world.
 
Automated marketing will increase the number of actions per unit of time, but these actions need to be monitored and adjusted. It requires special skills and the manager's time. The system will show which campaign has brought more/less conversions, the person will answer why. 

### Myth 3. Marketing automation is only for email

[**Email campaign**](how-to-build-an-email-database) is a part of marketing automation. Modern digital marketing is omnichannel: your client can learn about your company from a social network advertisement, continue to search for your product in the search engine, subscribe to your newsletter and eventually purchase the product after an SMS message with a discount offer. We see that automation is a set of interconnected actions with a single strategy.
 
*Example. The client has been viewing the product on your website for a long time. The system «understands» it and shows an advertisement for this product and sends a promo code for it by email, but the client doesn't open it. If the user is logged in to the website and the company has their phone number, the system sends an SMS about the special offer. Eventually, the client makes a purchase.*

### Myth 4. Marketing automation is only for big businesses

Sales and marketing automation will pay off only if you have a large corporation with a large volume of tasks. It is a popular myth that was recently true. There was a time when marketing automation providers almost didn't specialize on small and medium-sized businesses. Small companies couldn't afford software for large ones. 
 
Nowadays, there are enough automation systems for small and medium-sized businesses. [**Cloud resources**](ways-to-address-customer-data-privacy-issues-in-digital-marketing) simplify implementation — businesses do not need additional resources: equipment and new specialists. However, it's important to remember that cloud solutions are not the most reliable today. It is easier to implement automation for a small company than for a large one: there are no dozens of departments with different data, fewer people will have to be trained than in a business with thousands of employees. 
 
Marketing automation is a chance to grow for middle-sized and small businesses. 

### Myth 5. Automated marketing is impersonal and soulless
 
Actually, it's the other way round. Automated newsletters and communication with the client in marketing channels customize offers and responses. The system tracks user activity in different channels and collects data to get a complete picture of user behaviour. The service sends out personalized offers because it knows the habits and interests of customers, segments the audience and selects which advertisement to show at a certain moment.
 
Without an automation system, a marketer needs more time to monitor all the data about the user: collect and process it. People are more likely to make a mistake due to inattention, e.g. call the user by a different name. An automated system will simply substitute the data from the database.

### Myth 6. Automated marketing is a trend that everyone will soon ditch

Our reality is constant information noise. Attention is a new currency, and you need to be faster than others to get it: respond instantly, personalize offers. Marketers are constantly learning new skills, mastering innovative services for Internet marketing and taking on more than they did a few years ago. Without automation, they will simply «drown» in routine and businesses they work for will become irrelevant. 
 
Communication channels are increasing in number and complexity. Only automation will be able to manage marketing without data loss. 

<Note>
On average, 51% of businesses are already [using marketing automation](https://www.emailmonday.com/marketing-automation-statistics-overview/), and another 58% of B2B companies are planning to implement it. This trend will last long.
</Note>

### Myth 7. Automation will solve marketing problems and make it stronger
 
Yes, automation will increase marketers' efficiency and facilitate the marketing process. But it won't magically make marketing work better. Automated marketing is like a car: it will speed up the movement from point A to point B if you know how to use it and choose a route without traffic jams.
 
Marketing automation is an ineffective tool without a strategy. Even with automated marketing, marketers and the sales department need to [**identify the target audience**](creating-a-customer-profile), create content for it and work with leads. Don't overestimate machines.

### Myth 8. Automation ends with the sale

After conversion, there can be additional sales and work with [**customer retention and engagement**](customer-loyalty-program-trends-for-2022). The system will wish a happy birthday, send a discount for a product that the client likes ([**based on collected data**](data-driven-marketing)), start a reactivation programme if the user hasn't purchased for a long time. Automation works to build relationships with customers: increases loyalty, takes care of customer needs and accepts feedback. An automated system won't miss a message from the client and won't forget to reply, as an overworked employee can do. Good relationships with customers create [**loyal users**](customer-loyalty).

### Myth 9. Automation requires technical skills

Any system requires resources: development of a CDP platform or CRM service for automation requires a lot of effort and skills. There was a time when such systems were really difficult to use, one needed to undergo long-term training to work with them. Modern services are intuitive and offer templates for work and require minimal technical knowledge.

Technical support solves the difficulties quickly. Products that are difficult to develop become easy to use.

<Note>
Test marketing automation with the [Altcraft Platform](/features/cdp). A friendly team, which accompanies you during implementation and integration, works for you. A staff member from the personal support chat will answer your questions during the process. It's easy to automate marketing with us.
</Note>

### Myth 10. Automation is only for B2C businesses

Automation is for any type of business: B2C, B2B and even for the service sector. Automation platforms take on repetitive actions that exist in every field. For example, sending out special offers from an online store via [**Push notification**](mobile-marketing-101-push-notifications) or an email reminder to a potential B2B client. In the B2B field, it takes longer to warm up leads than in B2C where spontaneous purchases are possible. So, a system that builds relationships and «warms up"» customers is useful for such a business.

## Conclusion

Marketing automation takes on routine tasks and facilitates the work of a marketer, but it won't solve all marketing problems and won't replace people. Specialists are still needed to develop strategies.
 
Marketing automation includes not only email newsletters. It also includes data collection for analytics, advertising personalization, content publishing, work with engagement and building relationships with the client. Automated marketing is a set of actions and a strategy.
 
Marketing automation is suitable for all businesses. Modern systems are affordable even for small businesses. Their implementation doesn't always require additional resources and new technical skills. 
 
To implement marketing automation is to take a step forward in business development and gain a competitive advantage. Automation is the future.

Marketing automation is only for big businesses. Automated marketing is impersonal and soulless. Let's debunk popular myths about marketing automation.

10 Myths About Marketing Automation.png

Let's take a look at popular myths about marketing automation. It's time to stop believing in them.

Top 10 Myths About Marketing Automation

10 Myths About Marketing Automation

<Img
img="/uploads/Low_Code_and_Zero_Code_a60f17f9e3.jpg"
alt="Low-Code and No-Code Development Platforms"
/>

Create a website without programming skills, make a [**chatbot**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses), an online store, a mobile app, automate a business process without the participation of developers. Do you think all this is impossible? Well, you definitely need to learn more about low-code and zero-code. 

These software development approaches are promising areas for business. [**26% of executives**](https://www.projectmanagement.com/contentPages/article.cfm?ID=719566&thisPageURL=/articles/719566/Citizen-Development-and-the-Adoption-of-Low-Code-No-Code--INFOGRAPHIC-#_=_) name low-code and zero-code as priority investments: during the pandemic, investments increased from 10% to 26%. The cost of developer labor is rising, so now it is not easy to find a good specialist. Small businesses cannot always afford such a developer because of the limited budget. At the same time, establishing an online presence is crucial in the digital age.

In this article, we will explain the difference between low-code and zero-code and tell you when each of these methods is used.

## What is Low-Code

Low-code is the development of software via a visual drag-and-drop interface with minimum hand-coding. In low-code development platforms, the user moves visual blocks of existing code to create a product with the desired functionality. Pre-built components speed up work with typical tasks and eliminate repetitive actions. However, you still have to write code for individual solutions, settings and personalization. Integrations with other systems are supported, there are also built-in services.

Low-code does not exclude traditional development and programmers, but speeds up their work. Even manual coding is not always a project from scratch: professional developers sometimes reuse templates of their own code to save time.

### Low-Code Platforms

[**ELMA 365**](https://elma365.com/en/) is a platform that automates and robotizes business processes and CRM. Here you can create corporate applications using minimum coding.

[**Mendix**](https://www.mendix.com/platform/) is a platform where you can use both a no-code environment and an interface for professional developers. The platform let you create applications for iOS and Android, which are deployed in cloud in one click.

[**WF Core**](https://csbi.ru/wf-core/) is a platform that manages data from any systems, even from CRM. The service has both graphical and API interfaces for working with business processes.

<Img 
img="/uploads/interfejs_low_code_mendix_c8e77dc6d3.png"
alt="Low-code platform"
src="Mendix interface"
/>

### Advantages of Low-Code

- **Speed**

Pre-built components and [**process automation**](what-is-marketing-automation-and-how-it-affects-business-development) in development speed up the creation of a new digital product. No long preparation is needed — you can create a working tool in a few days.

- **Flexibility**

On the one hand, the need for code in low-code platforms complicates the work. On the other hand, it gives flexibility in product creation. Standard [**drag-and-drop builders**](/features/email-template-editor) are convenient, but limited when it comes to solving non-standard tasks. Hand-write code allows you to scale the solution and expand the functionality of the product.

- **Development cost**

There is no need to inflate the staff of developers, whose salaries in the market are growing along with their requirements for employers. Compared to developing from scratch, a low-code project will take fewer hours of work, so business costs will decrease.

- **Reducing the burden on IT**

Making a product on a low-code platform is a lifesaver when the IT department is on fire and there are no free hands. While IT specialists are engaged in priority projects that require deep knowledge, employees without programming skills can create, for example, an application for internal company tasks. The role of professional developers remains minimal.

- **Low risks**

Investments in low-code development are lower than in traditional one. If you create an MVP ("minimum viable product") in the drag-and-drop builder and fail, it will not be as bad as if you spent months developing, investing resources, and, in the end, did not get a positive response from the market.

### Disadvantages of Low-Code

- **Programming skills will still be required** if the basic functionality of the low-code platform is not enough. Therefore, this development method is not suitable for all companies.

- **Vendor lock-in.** Not all development services provide open source and give free rein to developers. What's more, if you want to switch to a different platform, it will not be easy.

## What is Zero-Code, or No-Code

Zero-code, or no-code, is an approach of creating websites and apps without code. No-code development is suitable for citizen developers — ordinary users who do not know how to write code. A zero-coder creates a product via a visual drag-and-drop interface where there is no code at all. 

Zero coding is as simple as possible. It’s easy to learn how to work on the platform. You don’t need in-depth knowledge of how digital products work. It is enough for the user to understand the future functionality and be able to assemble a solution for it from pre-built components. As a result, the company does not have to hire professional developers.

### Zero-Code Platforms

[**Airtable**](https://www.airtable.com/) is a tool for creating online spaces for team work. It is based on tables with flexible settings and data visualization. There are also such features as a content calendar, web forms and Kanban boards.

[**Adalo**](https://www.adalo.com/) is a platform for creating interactive applications for mobile and web devices in a drag-and-drop interface. The application has a payment system and the system of tracking user actions.

[**Wix**](https://www.wix.com/) is a website builder without the need for code. You can create a website from scratch or using a template. There are ready-made options for landing pages, online stores and blogs.

<Img 
img="/uploads/wix_e5e16b5ee0.png"
alt="No-code platform"
src="Wix interface"
/>

### Advantages of Zero-Code

Some advantages of zero-code platforms coincide with the advantages of low-code platforms: speed, low risk of financial losses, low cost of development and reduced presure on the IT department.

But there are other benefits as well.

- **Maximum simplicity**

Any no-code platform is a tool without code, which should be understandable to the average user. Simple and intuitive interfaces make such platforms easy to work.

- **Information support**

No-code platforms are designed for inexperienced users. That’s why it is easy to find manuals and video tutorials explaining how to work with the platform.

<Img 
img="/uploads/tilda_4684d3937a.png"
alt="No-code platform"
src="Landing page courcebook on Tilda"
/>

- **Low risk of errors**

If you use hand-write code in the platform, there is a chance that you will make a mistake. In a zero-code platform, there are only pre-built modules with code that have already been checked and corrected by the developers more than once.

### Disadvantages of Zero-Code

- **Inflexibility and lack of customization.** Only the functionality of the platform is available. No-code constructors have enough opportunities, but they are not suitable for non-standard ideas.
- **Isolation from the IT department.** Creating products on a no-code platform without any control is a risk. Such a self-made tool without the participation of the IT department may be incompatible with other systems and harm security.
- **Software dependency.** It’s not easy to scale a zero-code solution to new conditions.

## Where to use low-code and no-code

Both methods are used for similar purposes. On low-code and zero-code platforms, you can:

- Build websites, browser or [**mobile applications**](mobile-app-as-a-marketing-channel), chatbots.
- Collect contact data and automate the process of sending messages to customers.
- Create tools for automating business processes. For example, it is possible to pull data from different marketing channels into one report automatically using no-code software. 
- Launch and validate the MVP. If the project fails, the company will not lose as much money as it could with full development.
- Test hypotheses or functionality.
- Assemble a prototype of a future product.

Marketers, product managers, analysts, designers, and even entrepreneurs work with no-code platforms. No-code is salvation at the start of a business. Previously, it was impossible to make a website without money or programming skills. Now the no-code approach is available to everyone.

Development on no-code platforms has even become a profession. People without programming skills master platforms and offer their services to create business tools.

## Differences between low-code and zero-code

Zero-code and low-code refer to PaaS (Platform as a Service) — cloud platforms as services. They also refer to aPaas (Application Platform as a Service) — application builders. At the interface level, the platforms are similar: the product is created using pre-built components, but low-code platform have fields for the code. Other differences:

<Table>
| | **Zero-code** | **Low-code** |
| ------ | ------ | ------ |
| **Code skills** | Not needed | Needed for customized blocks |
| **Interface** | Visual blocks with ready-made code | Visual blocks and fields for writing code |
| **Development flexibility** | Limited by platform functionality | High due to the possibility of additional coding |
| **Code errors** | Low risk | There is a risk due to hand-coding |
| **Scalability** | Platform restrictions | It is possible with the help of services and open source |
</Table>

## Resume

Low-code is development in a visual interface with pre-built modules, but also with the ability to write code manually. At certain stages it does not require professional knowledge, but for non-standard solutions it is necessary that the code be written by a professional developer. Flexible development method with scalability.

Zero-code, or No-code, is development without code and special knowledge. This approach is not flexible enough for custom solutions, but simple. Errors are eliminated because there is no hand-coding.

On zero-code and low-code platforms, you can create websites, mobile apps, automate business processes, test hypotheses and launch MVP without additional cost. Both methods speed up and simplify the development process, but do not compete with the work of a programmer.

In this article, you will learn about low-code and no-code: when the approaches are applied and how they differ from each other.

Low Code and Zero Code.jpg

Create a website, a chatbot or a mobile app without programming skills. Do you think it's impossible? Well, you need to learn more about low-code and no-code.

Low-Code and No-Code Development Platforms: When to Use What

Low-Code vs. Zero-Code: When to Use What

<Img
img="/uploads/kak_vybrat_platformu_avtomatizacii_marketinga_push_cfd8d38807.jpg"
alt="Top 9 Factors to Choose a Marketing Automation Platform"
/>

Surviving in today's marketplace requires organizations to be at the very cutting edge of new technologies and solutions; otherwise, the competition will leave them in the dust. The advent of market automation software solutions presented a way for marketers to engage with customers, set up their workflows, and analyze the results of their initiatives. 

There are innumerable marketing automation platforms available to marketers today, but they are not all created equal. Choosing the right software can make the difference between success and failure, and that's what we're going to be looking into in this piece. Let's get right into it.

## Benefits of Marketing Automation Software

The digital age has come with vast opportunities for marketers to reach their target audience, but it also has its challenges. Different businesses will use marketing automation tools for different purposes.

Still, whether you're in the banking, hospitality, insurance, education, or medical industry, you will benefit from the sales, service, and marketing advantages that a good platform will offer you.

By some estimates, businesses and organizations that utilize marketing automation software will experience significant increases in their lead volumes, increased lead conversion rates, as well as a general increase in their ROI (Return On Investment). By all metrics, the benefits of marketing automation make these tools a must-have for any organization that's determined to succeed. 

## How to Choose the Best Marketing Automation Software

Like any software, there are several elements to look into when trying to pick out one for your business, including:

### Product Features

The simplest way to determine whether a software package has the features you need is to ask yourself a couple of questions. What do you need the software to do for you? Does it compare well with the software your competitors are using? Will it work well with the tools you are currently using? 

Should you need your software to carry out functions such as automatically sending out newsletters to your customers, it will need to have features such as [**MVT**](/features/mvt) (Multivariate Testing) and [**HTML drag-and-drop builder**](/features/email-template-editor).

Form creation and posting features will be needed in cases where [**customer feedback**](how-to-use-customer-feedback-to-increase-sales) is required. Keep in mind that any new software is supposed to maintain your business centralization and help your decision-makers do their jobs better. 

### Technical Support

You should get quick assistance from your marketing automation platform developer if you have any technical trouble or queries with the software.  Live chats, email, and calls are some of the most common avenues to get help. They should be reliable, quick to respond, and available during business hours, if not 24/7 so that you do not lose any business due to technical trouble.

### User Interface

This is one of the most critical features of this type of software as it plays such a crucial role in your day-to-day operations. You will want to ensure that the software you pick is intuitive, responsive, and user-friendly. This means that it shouldn't be too complicated while allowing you to switch among the tools, functions, tabs, marketing communications, and so on with minimal fuss.

### Learning Resources

Any software you don't know how to operate will not be helpful to your organization. You will need to ensure that the developer provides manuals, how-to-videos, eBooks, webinars, training programs, and other learning resources to help you understand how to make the software work best for you. 

### Prices

The [**cost of marketing automation software**](/prices) will depend on a number of factors, such as its premium features, the server type (on-site or cloud), and capacity.  Reasonable prices may be discovered by checking what competing developers are charging for the same services. Find out whether there are any discounts or offers you might qualify for.  

### Reviews and Forums

As with any software product out there, checking the reviews, other clients have posted online is a good way of finding out how well the software performs. Users with experience will be able to point out the pros and cons of the product, allowing you to make a more informed decision.

Check and see whether they have an online community or forum, as every good software provider does, as this can be a very dependable source of help, tips, and information.

### Integration

Careful attention will be required when choosing a suitable platform for your organization to ensure that it will work seamlessly with the systems you already have in place. For instance, in the case of marketing automation for banks, you might need to make sure it works with your global operating system, Customer Relationship Management Software (or other [**customer data platforms**](/features/cdp)), and any software you use for personalized messages.

### Software-as-a-Service (SaaS) or On-Premise

Depending on your organization's capacity and preferences, you will need to decide whether to [**choose between on-premise marketing automation or SaaS**](on-premise-vs-cloud). The difference between these two lies in the server location (data storage) and installation methods used.

In the case of many highly-regulated industries such as banking, government, and so on, where sensitive information is processed, on-site solutions are typically preferred. 

On-premise marketing software will usually be more expensive as the up-front hardware, installation, and maintenance costs will fall on the client. SaaS generally costs less, is easier to use, and requires minimal maintenance, which makes them attractive to small and medium-sized businesses.

These benefits, however, are offset by reduced data security levels and potential service interruption. You will need to consider the pros and cons of both systems before determining what will suit your purposes best.

### Scalability

The scalability of the software you choose will determine how much you can accomplish before you outgrow it and need another solution. A scalable platform will grow with your organization, reducing your overhead costs and eliminating the need for a new onboarding and training process with new software down the line. 

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img="/uploads/10_Questions_to_ask_when_choosing_a_marketing_automation_platform_7e5f6ced89.jpg"
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## Final Thoughts

Whatever the focus of your business or organization, the best marketing automation services can only be identified through a careful selection process. Picking an unsuitable option might lead to lost time, money, and efforts down the road. However, you can gain a powerful marketing tool that will propel your company to new heights with the proper knowledge.

Learn how to choose the marketing automation platform that will be perfect for your business. Here are 9 factors to consider.

kak-vybrat-platformu-avtomatizacii-marketinga-push.jpg

Choosing the right software can make the difference between success and failure, and that's what we're going to be looking into in this piece.

Top 9 Factors to Choose a Marketing Automation Platform

9 Key Factors to Consider When Choosing Marketing Automation Software

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

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The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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