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<Img
img="/uploads/cgi_c0fe75f0a0.png"
alt="CGI: What It Is and How to Apply It in Advertising"
/>

Marketing has long embraced technology. The IT industry has streamlined marketers' work with information gathering and analysis, while neural networks automate and expedite content creation. The advertising world has also adopted CGI from the film industry, where this technology brings non-existent worlds and fantastical characters to life, defying the laws of physics.

Thanks to computer-generated imagery (CGI), brand videos feature vibrant characters and gigantic objects on the streets of real cities.

This article will explain what CGI is, why it's used in marketing, and showcase examples that have left a lasting impression.

## What is CGI Graphics

CGI (Computer-Generated Imagery) is the creation of realistic or animated models of locations, objects, and people. Typically, these are 3D and 2D objects used in renders, videos, AR, and VR technologies. For a long time, CGI has been a part of the film industry, creating new worlds on screen, fantastical characters, or simply enhancing captured frames. Some films are nearly entirely made using CGI, such as "Life of Pi," which received Oscar nominations for its effects. CGI has opened up possibilities for writing any script, even the most implausible in reality.

The first film with computer effects was Alfred Hitchcock's "Vertigo" (1958), where animation appeared in the titles. The integration of graphics and shooting was first achieved in the 1973 film "Westworld." Since then, the technology has evolved, bringing increasingly realistic worlds to the screen. Films like "Star Wars," "The Matrix," "Jurassic Park," "The Lord of the Rings," "Avatar," and Marvel movies wouldn't have been possible without CGI graphics.

By the way, to seamlessly blend real objects with digitally created frames, filmmakers often use a single-color background, typically green or blue, a technique known as "chroma keying."

<Img
img="/uploads/endgame_movie_was_filmed_on_a_chroma_key_cd15253db6.png"
alt="Avengers: Endgame movie was filmed on a chroma key"
src="The massive battle of Avengers: Endgame movie was filmed on a chroma key"
/>

Gradually, other industries embraced the technology as well: interior design, development for modeling future homes and spaces, computer games. Of course, mass media channels adopted CGI too.

## CGI Graphics in Advertising

The nearly limitless visualization possibilities make CGI appealing for marketing. CGI advertising is widely used today, showcasing products and telling brand character stories in both 3D and 2D videos. For instance, the first CGI M&M's video debuted in 1995, and since then, [**clips featuring the red and yellow candies**](https://www.youtube.com/watch?app=desktop&v=utAw2j0khNk) and others have appeared for many years, with catchphrases even entering popular culture. This happened with the [**Christmas ad**](https://altcraft.com/blog/new-years-marketing) "He does exist! They do exist!"

<Img
img="/uploads/mms_christmas_advertising_video_d89bd30f7d.jpg"
alt="M&M's Christmas advertising video"
/>

## Why marketers use CGI design

**WOW factor and brand recognition.** CGI graphics allow the realization of any creative idea, increasing the chances of capturing audience attention and evoking emotions. Marketing campaigns with CGI videos garner millions of views, make headlines, and stimulate discussions, expanding brand audiences and enhancing recognition.

**Realistic product demonstration.** Particularly useful for products that don't exist yet. CGI can bring to life a future residential complex, strengthening [**marketing promotion channels**](https://altcraft.com/en/features/omni-channel-marketing). The visual representation of a product is the first thing users notice in the digital environment.

**Budget savings.** While CGI creation can be costly, in some cases, it's more economical than live shooting. It eliminates the need to assemble a large team for on-location shoots, providing the flexibility to create backgrounds digitally and film people in a studio.

**Ethical considerations.** High-quality CGI design is realistic enough to replace people and animals in a frame, sparing them from the potential discomfort of real filming. Representing animals like dogs, cats, tigers, bears digitally can be indistinguishable from real footage, avoiding stress for the animals and preventing brand audience backlash.

## How CGI advertising is created

Typically, a whole team collaborates on a CGI project, including animators, artists, 3D modelers, visualization experts, motion designers, CGI illustrators, and other specialists.

### Stages of CGI creation

To produce a CGI video, several stages need to be completed.

<Table>
| Stages | Description |
| ------ | ------ |
| Script writing | The first stage is coming up with an idea, which is turned into a frame-by-frame script. |
| Modeling | A model of an object is created that looks like a geometric figure with many faces. |
| Texture refinement | Textures are drawn on the object that they would have if they were real. |
| Working out the details (rigging) | Work out the light and shadows in the image to bring their appearance closer to more realistic ones. |
| Final assembly (compositing) | All created layers are merged and the final clip appears. |
</Table>

## CGI clips in advertising: examples

The most impactful and WOW-worthy advertising created with CGI often involves the appearance of impossible or challenging-to-implement objects in the real world. Such advertisements often leave viewers questioning whether [**video graphics**](https://altcraft.com/blog/video-marketing-for-brand-promotion) were used or if the brand actually crafted a gigantic installation.

### Jacquemus

In the spring of 2023, the Jacquemus brand had [**Bambino design handbags**](https://youtu.be/mnDNAv9HBSM?si=qAojI5fMm-VLnLt-) roam the streets of Paris instead of trams. The video turned out highly realistic and went viral. Global publications covered this advertisement, adding popularity to the company and the bag itself.

<Img
img="/uploads/viral_video_with_bambino_bag_by_jacquemus_89bbd72d46.png"
alt="Viral video with Bambino bag by Jacquemus"
/>

But the brand didn't stop there; in December, they released [**a series of CGI videos**](https://t.me/smmrus/10261) promoting the opening of stores in the mountain resort of Courchevel. The Jacquemus logo appears on ski lift cabins, on a snowboard carried by a diver, and even a Christmas tree with human legs skiing down the mountain.

<Gallery>
<GalleryItem
original="/uploads/courchevel_jacquemus_0c53329bb2.png"
thumbnail="/uploads/courchevel_jacquemus_0c53329bb2.png"
/>
<GalleryItem
original="/uploads/snowboard_carried_by_a_diver_ee400c6d13.png"
thumbnail="/uploads/snowboard_carried_by_a_diver_ee400c6d13.png"
/>
<GalleryItem
original="/uploads/ski_lift_cabins_jacquemus_6524b70175.png"
thumbnail="/uploads/ski_lift_cabins_jacquemus_6524b70175.png"
/>
<GalleryItem
original="/uploads/mountain_resort_of_courchevel_b6354e246d.png"
thumbnail="/uploads/mountain_resort_of_courchevel_b6354e246d.png"
/>
<GalleryItem
original="/uploads/christmas_tree_with_human_legs_77bb0466f2.png"
thumbnail="/uploads/christmas_tree_with_human_legs_77bb0466f2.png"
/>
</Gallery>

### Maybelline

Maybelline launched a CGI advertisement for mascara. A famous double-decker red bus with eyelashes [**drove through the streets of London**](https://youtu.be/zyaKUXOkeng?si=1ZYl6gG9SoJvia4r), and a giant brush attached to a building combed the lashes. Lashes also appeared on the subway train.

<Gallery>
<GalleryItem
original="/uploads/cgi_advertisement_for_mascara_eececbb809.png"
thumbnail="/uploads/cgi_advertisement_for_mascara_eececbb809.png"
/>
<GalleryItem
original="/uploads/maybelline_mascara_08eab67150.png"
thumbnail="/uploads/maybelline_mascara_08eab67150.png"
/>
</Gallery>


### Barbie

The advertising campaign for the movie "Barbie" was complemented by [**a giant doll coming out of its box**](https://www.youtube.com/watch?v=HNjqq8FJiVw) in Dubai near the Burj Khalifa skyscraper. Although the film featured many real locations, this appearance of Barbie only intensified interest in the project.

<Img
img="/uploads/advertising_campaign_for_the_movie_barbie_2132e2c4f5.png"
alt="Giant Barbie doll coming out of its box in Dubai"
/>

### L'Oreal

Another well-known cosmetic brand [**created road markings**](https://youtube.com/shorts/d5qAC300swc?si=bsSu-bSZ-n5XHwX1) in Paris using a retro car carrying red lipstick on its roof.

<Gallery>
<GalleryItem
original="/uploads/retro_car_carrying_red_lipstick_96c1fa280a.png"
thumbnail="/uploads/retro_car_carrying_red_lipstick_96c1fa280a.png"
/>
<GalleryItem
original="/uploads/retro_car_loreal_ffaa111acb.png"
thumbnail="/uploads/retro_car_loreal_ffaa111acb.png"
/>
</Gallery>

[**The advertisement for the brand's cream**](https://youtube.com/shorts/P0n-Ky029hA?si=GgJ2S0BJKnZFOgIX) became even more impactful as it showed a statue of Liberty holding and applying the cream to her face. Interestingly, before using L'Oreal's product, the main symbol of the USA has pimples, and they instantly disappear afterward.

<Gallery>
<GalleryItem
original="/uploads/the_advertisement_for_the_brands_cream_4b78dfe2d8.png"
thumbnail="/uploads/the_advertisement_for_the_brands_cream_4b78dfe2d8.png"
/>
<GalleryItem
original="/uploads/statue_of_liberty_with_cream_5f95769610.png"
thumbnail="/uploads/statue_of_liberty_with_cream_5f95769610.png"
/>
</Gallery>

### Rebranding of M.Video


The branding agency Linii vividly and effectively showcased the new logo for the "M.Video" company. The new three-dimensional brand symbol [**flies over the river**](https://www.instagram.com/reel/C0gxEDSCtdl/?igshid=MzRlODBiNWFlZA==) in Moscow with a helicopter. People passing by appear to be capturing it as if taking a photo.

<Gallery>
<GalleryItem
original="/uploads/new_logo_for_the_mvideo_company_7ae5be0509.png"
thumbnail="/uploads/new_logo_for_the_mvideo_company_7ae5be0509.png"
/>
<GalleryItem
original="/uploads/new_three_dimensional_brand_symbol_03c950ca42.png"
thumbnail="/uploads/new_three_dimensional_brand_symbol_03c950ca42.png"
/>
</Gallery>

### DOM.RU

A giant robot [**flies**](https://vk.com/wall-42949290_10438581?w=wall-42949290_10438581) around Samara and other cities, installing routers on buildings in an advertisement for the internet provider. The storyline of the video is presented as a live broadcast, adding realism to the CGI-created content.

<Gallery>
<GalleryItem
original="/uploads/giant_robot_7704d35728.png"
thumbnail="/uploads/giant_robot_7704d35728.png"
/>
<GalleryItem
original="/uploads/robot_in_domru_c62a15e1ac.png"
thumbnail="/uploads/robot_in_domru_c62a15e1ac.png"
/>
</Gallery>

### Sberbank

In 2021, [**a video featuring Gena and Cheburashka**](https://youtu.be/KX-3xPPyzzc?si=MarlTFDgc0lVh-Zl) waving to passersby from a screen in "Moscow City" was released. They then exceed the boundaries of the screen. The video goes on to highlight the products of the Sberbank ecosystem.

<Img
img="/uploads/sberbank_ecosystem_234e64f560.png"
alt="CGI ad by Sberbank"
/>

### Coca Cola

In the Coca Cola commercial, [**artworks come to life**](https://youtu.be/VGa1imApfdg?si=e9we83qeSOb1AEhp) in a museum, and visitors walk around. Of course, this happens to pass the iconic bottle of soda to each other. The actions of the exhibits remain unnoticed by people in the hall.

<Gallery>
<GalleryItem
original="/uploads/coca_cola_commercial_391bb97b81.png"
thumbnail="/uploads/coca_cola_commercial_391bb97b81.png"
/>
<GalleryItem
original="/uploads/coca_cola_artwork_9e8bf161ce.png"
thumbnail="/uploads/coca_cola_artwork_9e8bf161ce.png"
/>
<GalleryItem
original="/uploads/museum_advertising_coca_cola_ef0a168e56.png"
thumbnail="/uploads/museum_advertising_coca_cola_ef0a168e56.png"
/>
</Gallery>

### Balenciaga

The brand Balenciaga, in collaboration with Fortnite, has created a digital clothing collection. Characters from the online game serve as models [**on 3D billboards**](https://www.youtube.com/watch?time_continue=14&v=2lXwSJVlcwc&embeds_widget_referrer=https%3A%2F%2Foohmag.ru%2F2021%2F09%2F22%2Fbrend-sozdal-svoj-sobstvennyj-czifrovoj-mir-mody%2F&embeds_referring_euri=https%3A%2F%2Foohmag.ru%2F&embeds_referring_origin=https%3A%2F%2Foohmag.ru&feature=emb_yt_watermark). For instance, the Doggo skin is dressed in the brand's clothing.

<Img
img="/uploads/balenciaga_fortnite_collaboration_330e36a8ba.png"
alt="CGI powered  Balenciaga & Fortnite collaboration"
/>

### Pokemon Go

[**The Pokémon Go advertisement**](https://youtu.be/appsZyaDLn0?si=W6MgjBtAjhaobBBx) also appeared on a curved screen measuring 154 square meters in Tokyo. Popular game characters appear one by one, engaging in a short storyline. Objects seem to scatter beyond the screen borders.

<Img
img="/uploads/pokemon_go_cgi_b457811556.png"
alt="Pokemon Go CGI powered advertisement"
/>

### Alexander Wang Underwear

[**The video featuring a giant bra**](https://www.youtube.com/watch?v=-_Q93WbF1_k) hanging from a bridge in New York seems incredibly realistic. However, it's once again CGI, part of the advertising campaign for the Alexander Wang Underwear brand. Passing cars interact with the installation, creating doubt about its unrealness.

<Img
img="/uploads/giant_bra_4c94b9a605.png"
alt="A giant Alexander Wang Underwear bra above the bridge in New York"
/>

### Poison Drop

[**The jewelry brand Poison Drop**](https://www.instagram.com/reel/C00-oWFN6aH/?igshid=MzRlODBiNWFlZA==) announced the opening of a new store near Patriarch Ponds in Moscow with a CGI video on their Instagram* account. Initially, giant silver droplets appear on the street, dissolve, and then the Poison Drop sign descends on the building. The video includes moving cars and street noise for added realism.

<Gallery>
<GalleryItem
original="/uploads/poison_drop_66a9bc7e9d.png"
thumbnail="/uploads/poison_drop_66a9bc7e9d.png"
/>
<GalleryItem
original="/uploads/cgi_video_poison_drop_cf52bceedc.png"
thumbnail="/uploads/cgi_video_poison_drop_cf52bceedc.png"
/>
</Gallery>

## Summary

CGI (Computer-Generated Imagery) is a computer graphics technology for creating realistic objects and characters in video format. It can depict either an entirely digitally created world or individual non-existent elements in the real world. CGI has been utilized in the film industry for many years, and marketers have adopted this technology for advertising purposes.

These videos often evoke a WOW effect, realistically showcase products, and save costs compared to traditional filming, especially in challenging conditions with large production teams. Marketing strategies incorporating CGI provide an ethical means of content creation without using animals.

Specialized teams of CGI experts handle the creation of CGI advertisements, going through stages such as scriptwriting, modeling, texturing, lighting, detailing, and compositing.

* *Meta is a product of the company recognized as an extremist organization in Russia.*


CGI is a graphics technology for creating realistic objects and characters in videos in a fully digital world or as non-existent elements in the real world.

medium_cgi.png

small_cgi.png

thumbnail_cgi.png

cgi.png

About what CGI is, why to use this technology in marketing and show examples that have produced a WOW effect.

CGI, Definition, Examples & How to Apply It in Advertising

CGI: What It Is and How to Apply It in Advertising

<Img
img="/uploads/new_year_marketing_bebbc2804c.png"
alt="New Year's Marketing"
/>

Every year, already at the beginning of December, cities are captured by New Year’s euphoria – shops are decorated with trees and themed decor, and brands launch holiday advertising campaigns both online and offline.

This time is called the “hot” season, especially in retail which traditionally remains the most important supplier of gifts. Before the New Year, receipts and sales amounts increase, and correct and timely marketing can multiply them.

Therefore, every year marketers choose which promotions to launch in December to finish the year effectively. In the article, we have collected examples of new brand campaigns that are worth paying attention to. Save ideas for your New Year’s marketing.


###  Why New Year’s marketing is profitable

Consumers tend to make purchases faster before the New Year because they often have to choose gifts at the last moment. A profitable promotion can encourage them to make a purchase.

People are accustomed to New Year’s marketing and are already anticipating special offers from brands. Customers begin to look more carefully at the messages they receive through different marketing channels so as not to miss out the benefits.

Holiday marketing before the New Year provides an opportunity to simplify the choice of gifts for customers, specifically by suggesting ready-made solutions in email newsletters, via push notifications, or [**messengers**](https://altcraft.com/features/messengers). This can increase sales and customer loyalty, as customers will be grateful to the brand for saving their time.

New Year’s promotions and sales can attract new customers and bring back old ones. Therefore, developing a marketing strategy before the New Year is a crucial stage in business.


## The rules for a successful New Year’s marketing campaign

**1. Effective advertising is timely advertising.** Plan [**New Year’s promotions**](https://altcraft.com/blog/email-campaigns-about-promotions) in advance and take into account past results: identify peak sales periods, top-selling products, and the most successful promotions and content. This way you will find the best time to launch New Year’s advertising and avoid repeating mistakes.

**2. Evoke emotions and holiday atmosphere across all marketing channels.** Let the client feel the New Year’s mood. Use creative designs, heartwarming pictures, and videos associated with the holiday. Don’t be afraid to stand out.

**3. Keep New Year’s content light-hearted.** Avoid discussing serious topics. Share holiday life hacks, jokes, and offer games and interactives.

**4. Make personalized offers.** While customers often switch into buying mode during this season, [**personalisation**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) remains crucial. Your competitors are also running New Year’s advertising campaigns, competing for the same clients. And the automation of internet marketing will help you win. Plan promotions in advance based on the data that [**the CDP Altcraft Platform**](https://altcraft.com/) will collect for you, and conduct mailings in a single-window mode.

## Examples of New Year’s advertising campaigns from brands

### Promotions and discounts

The simplest but still relevant solution for the New Year’s campaign is to reduce the price of your products. It’s important that the discounts are significant for the client.
For example – the New Year’s discount calendar from SberMarket.

<Img
img="/uploads/discount_calendar_from_sbermarket_6535555d2d.png"
alt="Discount calendar from SberMarket"
/>

SberMarket also offers ready-made product selections for the New Year.

<Img
img="/uploads/ready_made_product_selections_96e1eac956.png"
alt=" Ready-made product selections by SberMarket"
/>

### Selections of images and gifts

Online stores place special holiday selections on the front pages of the site to simplify the choice of a gift or New Year’s image. For example, the Street Beat store put up a special selection of gifts for various interests.

<Gallery>
<GalleryItem
original="/uploads/holiday_selections_539d778d2c.png"
thumbnail="/uploads/holiday_selections_539d778d2c.png"
/>
<GalleryItem
original="/uploads/streetbeat_holiday_selections_1aa1431a9e.png"
thumbnail="/uploads/streetbeat_holiday_selections_1aa1431a9e.png"
/>
</Gallery>

### Countdown

Waiting for New Year’s Eve is a tradition, and for marketers it’s another technique to remind customers to buy gifts. The brand’s website launches a countdown  to the days until the New Year. For example, Yves Rocher company.

<Img
img="/uploads/yves_rochers_website_countdown_872c72aacf.png"
alt="Yves Rocher company"
/>

### New Year’s decoration

The easiest thing to do for New Year’s marketing is to add thematic design to the site, application and banners. Let’s consider an example of how the Gold Apple store created a game with thematic design in the application and on the website.

<Img
img="/uploads/the_gold_apple_game_with_thematic_design_81ddd3acd5.png"
alt="The Gold Apple store created a game with thematic design"
/>

### Interactive

Games, predictions, and other entertainment content with which you can interact. It attracts attention and engages users. The “Myth” publishing house invites you to go on a trip and follow the path of a hero. Open windows with gifts and pick up promotional codes.

<Img
img="/uploads/the_myth_publishing_house_path_of_a_hero_9f18d3f76f.png"
alt="The path of a hero by the “Myth” publishing house "
/>

### Raffles and gifts

On New Year’s Eve, we always hope for a miracle, such as winning a prize or receiving a gift from a brand. Big companies with their ecosystems reach a large audience at once and take into account different interests. For example, the Reiss store organized a 12-day drawing of their brand’s gifts.

<Img
img="/uploads/the_reiss_brands_gifts_f98845c720.png"
alt="The Reiss store organized a 12-day drawing of their brand’s gifts"
/>

<Img
img="/uploads/reiss_store_organized_gifts_31590da61d.png"
alt="The Reiss store organized a 12-day drawing of their brand’s gifts"
/>

### Nostalgia

New Year is the time to sum up and immerse yourself in memories. That’s why nostalgia is involved in holiday marketing here. Spotify has a cool feature to sum up your listening history.

<Img
img="/uploads/sum_up_your_listening_history_by_spotify_cfafef5d7c.png"
alt="Spotify has a cool feature to sum up your listening history"
/>

### Useful content

Before the New Year, it’s not necessary to share recipes and films for the holidays. Educational content is also suitable for the New Year’s campaign, the main thing is to keep it light. The Higher School of Economics invites you to watch interactive videos about artificial intelligence.
 
<Img
img="/uploads/interactive_videos_about_artificial_intelligence_5a95fdb059.png"
alt="Interactive videos about Artificial Intelligence by HSE"
/>


### Offline advertising

Every year, city streets, malls, and company offices are decorated for the holiday to create a New Year’s mood. This decor attracts attention and increases brand awareness because people like to take pictures with bright installations.
Chanel has beautifully decorated the facade of building in Paris this year.

<Img
img="/uploads/decorated_the_facade_of_building_chanel_261d0d11cc.png"
alt="Chanel has beautifully decorated the facade of building"
/>

Also, consider an incredible installation on the facade from the Dior brand.

<Img
img="/uploads/facade_from_the_dior_brand_1849622031.png"
alt="Installation on the facade from the Dior brand"
/>

## Summary

New Year is not only a time of miracles but also creative marketing campaigns and increased sales. People start to buy more actively and become more loyal to brands. Therefore, businesses should consider promotions, discounts, and other ways to attract customers and encourage gift purchases.
Effective marketing for the New Year is the one that is thought out in advance. It’s important to create emotions and a holiday atmosphere, provide light-hearted content, and personalize offers.
The main formats of holiday advertising campaigns include sales with significant discounts, selections, interactives and prize draws. It’s also important to decorate both offline and online brand resources for the New Year to capture attention.

















In this article, we talk about examples of new brand campaigns that are worth paying attention to and saving ideas for your New Year's marketing

medium_new-year-marketing.png

small_new-year-marketing.png

thumbnail_new-year-marketing.png

new-year-marketing.png

About which brand New Year's campaigns are worth paying attention to.

Holiday marketing before the New Year, bright brand campaigns

The New Year’s Marketing: Bright Examples of Brand Advertising Campaigns

<Img
img="/uploads/tipy_email_rassylok_41c6e328f2.png"
alt="Email Newsletters: What are the Types and When to Use Them"
/>

Email newsletters are competing with messengers, Push, SMS and other communication channels, but they are holding their ground. The number of email users [**is projected to continue growing**](https://www.statista.com/statistics/456500/daily-number-of-e-mails-worldwide/), reaching 4.6 billion by 2025.

[**Marketers**](https://www.zippia.com/advice/how-many-emails-are-sent-per-day/) are optimistic about email newsletters: 29% of experts believe email is the most powerful channel. A smaller percentage of respondents named social networks and content marketing as promising (25% each), 22% mentioned SEO. The average ROI of sending emails is 4200%.

Email newsletters only work when you have the right strategy. The company makes a plan: to whom, when and what types of emails they should send.

Let's look at some examples of newsletters.

## What types of newsletters can be

There is no clear classification or strict definition for email campaigns. But there are usually selling, content, triggering, news and transactional emails.

### Selling emails

Such an email is designed to get a conversion (sale) of a product or service. Usually these are limited offers, so that the client will be motivated to click on the link and purchase right away. Sales emails include discount emails, messages about sales, new products and referral programs, and individual product selections.

**Discount emails**

They tell you about the discounts and their expiration dates. The [**CTA**](https://altcraft.com/blog/what-is-cta) of such letters is always targeted at sales. *Here in the example below the American tea company offers a discount which is limited in time. The CTA is targeted at a right-away purchase.*

<Img
img="/uploads/image12_a5b1467744.png"
alt="Teavana"
/>

Another option is a special verbal promo code that is written in the body of the letter. *E.g., the newsletter supplements the promo code for a discount with a time-limited trigger and suggests that the user should hurry up with their purchases.*

<Img
img="/uploads/image16_1d554a7e18.png"
alt="CatCoq"
/>

Some newsletters offer a discount on a certain item, but not on the entire assortment, as here:

<Img
img="/uploads/image9_030cbe1f0f.png"
alt="Capucino"
/>

Here personalization is implied via the offer to order a bracelet with custom design.

<Img
img="/uploads/image2_56923f31ad.png"
alt="Order a custom bracelet"
/>

**Sales newsletters**

These letters are also about a discount, but usually the message informs customers about price reduction on a group of products. 

<Img
img="/uploads/sale_ab60cecfa7.jpg"
alt="Summer sale"
/>

**Product launch newsletters**

There is a category of customers who rush to be first to buy a new product. That’s why product launch newsletters promote as well, not just inform. You describe the benefits of the new item and attach a CTA to order it. 

<Img
img="/uploads/image7_420b282ac0.png"
alt="iPad"
/>

**Personalized offers** 

They suggest buying a range of goods that are close to what a customer viewed or bought before.

<Img
img="/uploads/image11_174c420cc3.png"
alt="Beauty Brand"
/>

**Newsletters about referral programs**

They also are of the kind of newsletters that sell. The purpose of the referral program is to attract new customers through current ones. Users come by recommendation and buy. Current customers get bonuses which they also spend on orders.

*This is an example of a newsletter with an offer to get free Bombas socks for each friend to whom you recommend to buy something at their store.*

<Img
img="/uploads/bombas_email_1de51d3d0b.jpg"
alt="Bombas socks"
/>

### Сontent newsletter

These newsletters build up a relationship with the customer: they tell about the product, educate the user, prove the company's competence within their sphere and increase loyalty, because they are helpful for the customer.

The content newsletter doesn’t sell directly, but prepares a user to purchase. If the emails are personalized, the Open Rate increases up to 50%*. The examples of the content newsletters are helpful digests.

**Helpful emails**

These are emails with tips, secrets of using the product, and other information. They are useful when they contain all the content in the body of the email. Or they only announce materials and provide links to them.

**Digests**

These are kinds of letters gathering information within a certain period (a week, a month or whatever) or making a topical set. In the message the information is given briefly and a link to the whole article is attached. It is convenient for the customers who don’t manage to read all the letters. Another way is to send a review of the best articles.

<Img
img="/uploads/planoly_67dc03c897.jpg"
alt="An example of a topical digest"
src="An example of a topical digest"
/>

**DIY-newsletters and guide newsletters**

They tell how to use the product or how to manage the service. *For instance, Tattly offers to decorate eggs for Easter using the temporary tattoos from their store.*

<Img
img="/uploads/easter_DIY_586ce16356.jpg"
alt="Easter DIY"
/>

**Selection based on interest**

These are letters with personalized content that increase user loyalty and prevent unsubscribes: less chance that a person would stop reading newsletters if they were customized to fit their interests.

### Informational newsletters and news digests

They announce the upcoming events or cover the recently happened ones. Companies send their news or write about events in their industry. They come in the form of digests, where one letter collects information over a period of time.

The informational newsletters include those which notify about changes in working hours, moving to another office and so forth.

Product updates are also an occasion to send a message to the customer. That's how a letter with this information looks like:

<Img
img="/uploads/image24_97bc4268ac.png"
alt="New year"
/>

### Announcing newsletters

They announce brand events of their own or those in which the company participates. Newsletters invite users to conferences, webinars, marketplaces and other events. If the event is paid, then the letter can also be considered a sales letter, as in the example.

<Img
img="/uploads/Exhibition_97799a47c7.jpg"
alt="New York Exhibition"
/>

And here is the example of the letter offering you to claim your free tickets.

<Img
img="/uploads/image13_4c4e141e59.png"
alt="london music fest"
/>

### Congratulation letters

These are letters that are sent on occasions, e.g., congratulation on birthdays or professional holidays etc.

Also, companies give bonuses when they celebrate the brand’s important days. *For example, the tea brand thanks a client for being with them and offers gifts for the anniversary of the brand.*

<Img
img="/uploads/image5_ac13e56dc7.png"
alt="David's tea"
/>

### Trigger newsletters

These are letters that are sent automatically after the client performs certain actions on the site or app, or, vice versa, they stop reacting to the brand’s newsletter. They can be: greetings, [**abandoned cart**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate), claim for a review, reactivating. 

**Greeting emails**

These are sent to a person who has left their contact information via the site or via another resource. Sometimes a greeting series of letters starts with subscription confirmation if a company uses [**double opt-in**](https://altcraft.com/blog/what-is-double-opt-in). Then they that the customer and explain what to do next. Open Rate of such messages reaches up to 82%*.

<Img
img="/uploads/image15_796e5a91fa.png"
alt="Fenwick"
/>

Sometimes a customer is offered some bonus points to motivate them to buy right away. Such a way works well with fashion or beauty brands.

<Img
img="/uploads/image26_e139524754.png"
alt="Loft"
/>

**Abandoned cart**

An email reminder is sent to a customer who added the items to the shopping cart but didn’t proceed with an order. There are different ways to remind about it varying from a direct offer to purchase to an offer to buy at a  discount. 

<Gallery>
<GalleryItem
original="/uploads/abandoned_cart_timberland_7d3de78753.png"
thumbnail="/uploads/abandoned_cart_timberland_7d3de78753.png"
description="Timberland"
/>
<GalleryItem
original="/uploads/image3_36e786c230.png"
thumbnail="/uploads/image3_36e786c230.png"
description="Topshop"
/>
</Gallery>

**Asking for a review**

Letters following the purchase suggest to leave a review of the product or the delivery service. 

<Img
img="/uploads/ask_for_review_email_8f297de105.png"
alt="Boden"
/>

**Reactivating letters**

They are sent  when the client doesn't respond to emails from the company for some time. The purpose of such emails is to return the client or make sure he is not interested and remove him from the database, so as not to waste extra resources.

The most popular [**reactivation**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) way is to write to the client  a "we-miss-you" letter or something of that kind. Also, offer a bonus. But there are other more creative solutions.

<Img
img="/uploads/reactivation_email_623af2ad84.png"
alt="Reactivation"
/>

The reminders of the events and courses are activating as well. Write to the customer that the access is about to be over or it is high time to have the homework done.

Sometimes you can remind about yourself through a request for feedback. Such letters do not oblige the client to buy, but invite them to express their opinion.

<Img
img="/uploads/image22_4f67911c8a.png"
alt="UdidIt"
/>

### Transactional letters

They are also called service notifications. They inform the client about the status of the order: payment, availability, delivery, and other processing. They also include letters confirming password changes or the beginning of a process (for example, registration for a flight).

**Notification of payment** 

The bill or the information where to pick up the order is sent in this case. 

<Img
img="/uploads/image8_901588da9c.png"
alt="FedEx"
/>

**Notification of delivery**

It is usually sent when the order is ready to be picked up. The storage period is usually mentioned.

<Img
img="/uploads/image19_87978754c0.png"
alt="Walmart"
/>

**Service notifications**

These usually inform of changes in work of the company, some technical problems, account changes and so on. 

<Img
img="/uploads/image18_d3b43549fc.png"
alt="An example of the service notification"
src="An example of the service notification"
/>

## Conclusion

Types of email newsletters are usually classified as selling, content, news, trigger and transactional ones.

Selling newsletters bring the customer to convert: they offer discounts, new products, and inform about sales. Content newsletters increase customer loyalty, build up trust and show the company's expertise. They include digests, letters with helpful information, selections based on interests, educational messages.

Newsletters are necessary to stay in touch with clients and tell them about changes or events in the company. Trigger letters come automatically to those clients who have left their email (greeting letters), forgot to complete an order on the website, or haven't responded to the brand's messages for a long time.

Transactional newsletters inform the customers about actions with their accounts (password change, etc.), order payment, delivery, and others.

Each type performs one or more tasks: to sell, to increase trust and loyalty, and to provide information to the customer on time.

**The statistics given is based on [the open research data](https://www.zippia.com/advice/how-many-emails-are-sent-per-day/).*

In this post, you will learn what types of email newsletters are, what they are for, and what tasks each type is needed for.

medium_tipy email rassylok.png

small_tipy email rassylok.png

thumbnail_tipy email rassylok.png

tipy email rassylok.png

For those who are looking for ideas to improve their email strategy.

Email Newsletters: What are the Types and When to Use Them

Types of Email Newsletters and What They are

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

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

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

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

## How WhatsApp newsletters work

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

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

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

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

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

### Newsletters via personal accounts

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

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

### Newsletters via WhatsApp groups

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

## What businesses benefit from WhatsApp newsletters

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

## WhatsApp newsletter rules

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

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

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

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

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

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

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

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

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

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

### How to pay for newsletters on WhatsApp Business

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

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

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

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

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

## How to send newsletters on WhatsApp

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

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

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

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

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

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

**5. Schedule message chains.**

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

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

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

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

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

## Conclusion

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

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

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

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

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

medium_rassylki-whatsapp.png

small_rassylki-whatsapp.png

thumbnail_rassylki-whatsapp.png

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/Blog_1_cd297e1f7d.png"
alt="What is Retargeting and Why Does Business Need It"
/> 

When users first visit your site, they don't always take the desired action. Someone is looking for more information, and someone needs to be pushed to a decision. For others, it’s enough just to remind them about the product that they browsed on the site earlier.

There is retargeting for this. It is a marketing method that does not allow users to «go far» and motivates them to return to the website and take some action. Retargeting campaigns are banner ads that catch up with users on other sites, social networks and apps. According to statistics, [**three out of four**](https://www.invespcro.com/blog/ad-retargeting-2/) users notice such ads, so this method works great. [**70% of people**](https://www.invespcro.com/blog/ad-retargeting-2/) who see a retargeting banner are more likely to return to your site and buy.

Let's take a closer look at what retargeting is, what benefits it gives your business and how it works.

## What is retargeting

Retargeting is an ad that a user sees after their actions on a company's website, app, or social media. Retargeting campaigns can show users:

- pages they have visited;
- products that were browsed in the online store, but did not place an order.

The purpose of such an advertising campaign is to lead a person to conversion through [**a call to action**](what-is-cta). However, this call is not placed on the brand site, but on other platforms on the Internet. Retargeting is set up for a «cold» audience that is not familiar with the brand, and for «warmed up» customers who have visited the company’s website more than once, but still have not bought.

Retargeting reaches the user through banners on other sites, social networks and mobile applications where advertising is possible.

## Retargeting and remarketing are not the same

These concepts are often confused, but there are differences:

- Retargeting is a campaign for new users who have not yet made a purchase. Such advertising reminds of the brand and increases its awareness.
- Remarketing is a way to retain existing or interested customers and encourage them to buy. In this case, marketers use not only advertising, but also email campaigns.

## Why your business needs retargeting

Advertising usually works for new users. They are not yet in the sales funnel, and it is not necessary that they ever get there. Retargeting audiences are users who are already in the funnel, because they have interacted with the brand. Building communication with them is easier, and retargeting is cheaper.

**What are the benefits of retargeting for businesses?**

- Increasing awareness. For this purpose, retargeting is used by 70% of marketers. Here's how it works. The user starts to come across your brand, products and offers more often. When a person finally has a need for a product or service, your brand will be the first thing that comes to their mind.
- Increasing LTV (Сustomer Lifetime Value). As a result of this, you will get more revenue from users who buy again and again.
- Promotion of the client through the sales funnel and prevention of abandoned carts. Retargeting reminds about left and viewed products, pushes the user to return to the order. This is how the number of purchases grows — according to statistics, the conversion rate increases to 150%.

## How retargeting work

The user views the content or product on the site or in the mobile app, and later when he visits another digital platform, he sees an advertisement for that object. Retargeting can be set up using Google Ads, social networks, and other services. How it works:

1. A pixel is installed on the site. It is a piece of code that [**tracks the actions**](ak-pixel) of visitors on web pages.
2. Advertising is configured for the audience that the pixel has collected. If you use Google Ads, ads are shown on Google search results and its advertising network (YouTube, Gmail, etc).
3. When the user performs an action on the site (for example, he adds a product to the cart, but does not complete the purchase), the ad finds him and reminds him of an incomplete order.

In most cases, retargeting ads are banners with text and a caption.

## Types of retargeting

There are two types of retargeting depending on the source of information for the campaign. Possible options:

- **Using an existing contact list**. Email addresses or phone numbers are uploaded to social networks like Facebook or Twitter. If there are matches with the data of registered users, the platform serves retargeting ads just to them.

- **Using pixel data**. Ads are displayed to anonymous users after they visit your site. It is a popular and fast way.

*For example, the man went to the pet store website and was browsing the parrot food section. After a while, he sees an advertisement for bird food from this site.*

Retargeting also differs depending on the type of activity:

- **User behavior** on the site or in social networks: clicks, views, incomplete applications, likes, reposts.
- **Search queries**. Retargeting ads will be displayed to a user who has searched for specific products. Such a campaign is set up by keywords.

For example, a person used a search on the website and entered “tourist tent”. In advertising, he sees different models of the tent offered by that site.

There are also static and dynamic retargeting:

- **Static retargeting** shows general brand information. Campaign segments are known in advance. These are all visitors to the site or a particular page, and so on. The advantage of this type of ad is reaching more users, but the disadvantage is the lack of personalization.
- **Dynamic retargeting** takes into account the interests of the user, and shows the specific products or services that this person viewed. Such retargeting is personalized and useful for online stores. 

*For example, a person viewed the page of the N brand smartphone on the website, read the description and reviews, but did not place an order. In this case, advertising of this gadget begins to haunt him.*

## How to set up retargeting

On each platform, retargeting is technically configured in its own way, but the general principles are similar. Let's look at the sequence of actions.

1. **Define a goal**. What do you want to get from the campaign? It can be a decrease in the number of abandoned carts, content virality, an increase in conversions, and so on.
2. **Choose which users to show ads to**. Any website visitors or those who have entered a certain section, or those who are interested in some product?
3. **Come up with a call to action for the ad**. What to offer in advertising: return to the website or place an order.
4. **Set the timing of the marketing campaign**. How long will the banner ads be shown to the customer? You can’t follow the user forever in the hope that he will someday give up and buy.
5. **Select the ad sequence if they are different**. For example, you can show general information first, then promotions, a video, and so on.
6. **Make settings in the selected service** (advertising account of the social network, Google Ads or another). The retargeting campaign is launched for the audience collected through the pixel or for contacts whose data is stored in your database. You can also use the look alike model — the system selects suitable users to display an ad according to existing criteria.

## Retargeting examples

An online clothing store shows similar products that customers have recently searched or viewed.

<Img 
img="/uploads/1_6e3e3fa8da.jpg"
alt=""
/> 

Here is an example from ModCloth. The company follows users and informs them of new arrivals:

<Img 
img="/uploads/2_770da4d2f0.png"
alt=""
/> 

Digital Marketer shows a specific topic that was of interest to the user. This way, if someone visits an article about advertising, they will see an ad for "ad templates" that they can get for free:

<Img 
img="/uploads/3_1345645a92.jpg"
alt=""
/> 

When you search for a phone in online stores, the search engine may show you related products, such as a phone case:

<Img 
img="/uploads/4_eeee6ee146.png"
alt=""
/> 

Users searched for graphic editors. And this is the ads they can see later:

<Img 
img="/uploads/5_505d790759.png"
alt=""
/> 

Another example of retargeting after viewing travel tours:

<Img 
img="/uploads/6_024c7168da.png"
alt=""
/>

## Conclusion

A retargeting campaign is a re-display of information about a company or specific products to a user after visiting a website, social media, or brand app.

Retargeting will increase brand awareness and conversions. It is often used to remind customers of abandoned carts on a website. Do not confuse this method with remarketing, which works to retain existing customers. Retargeting is set up for new users who have already interacted with the brand.

There are dynamic and static retargeting. The first is more personalized and shows the specific products that a user has viewed on the site. The second is just general information. Campaigns can also be set up according to the behavior of users on the website or for specific search queries. For retargeting, the audience collects a pixel (the code that works with cookies on the site), or the company uses its contact database.

In this post, we'll talk about what retargeting is, how it works, and how businesses use retargeting campaigns to increase conversions.

medium_Блог (1).png

small_Блог (1).png

thumbnail_Блог (1).png

Блог (1).png

Retargeting is an opportunity to recapture potential leads if they left your site without converting or meeting a marketing goal.

What is Retargeting and Why Does Your Business Need It

Retargeting: Definition, Types, Steps

<Img
img="/uploads/How_to_Reduce_Cart_Abandonment_Rate_c3b28f1af3.png"
alt="How to Reduce Cart Abandonment Rate" 
/>
 
According to [**FinancesOnline**](https://financesonline.com/statistics-shopping-cart-abandonment-statistics/), online stores lost more than four billion dollars in 2021 due to incomplete purchases on the site. Abandoned cart is a common occurrence for an online store. It happens when a user adds items to the shopping cart on an e-commerce site but does not complete the purchase. The reasons are different. Customers change their minds about a product during checkout, refuse to buy because of an inconvenient interface or an expensive final price. 

However, it is worth working with abandoned carts. One of the best ways to do this is to remind users about the items in the cart by sending emails. The [**Open Rate**](https://www.cloudways.com/blog/shopping-cart-abandonment-statistics/#statistic-13) of such emails reaches 45%, and 11% of users who open this email end up placing an order.

In the post, we will explain why users change their decision to buy, and also show examples of emails that force the user to complete the order.

## Why Users Abandon Carts 

**Shipping is too expensive or inconvenient.** [**48% of buyers**](https://baymard.com/lists/cart-abandonment-rate) abandon a purchase due to additional shipping costs, taxes and fees. Especially if the final cost can only be found in the basket. Another common reason for changing the decision is the speed of delivery.

**Website is slow.** In the age of fast internet, no one wants to wait. 70% of users say that a [**slow site speed**](ways-to-keep-visitors-on-your-website) affects their buying decision.

**The buying process is long and complicated.** If new users have to create an account, fill out dozens of fields, go through authorization and figure out how everything works, they will most likely give up halfway through and find a way to checkout faster on another site.

**There are problems with payment.** Customers abandon the cart if there is no convenient payment method or their cards are rejected by the service. A potential client leaves disappointed.

The reason for refusal can also be a suspicious payment method. If the store offers to pay for the items by clicking on the link, this looks like phishing — one of the ways scammers steal card data.

**The site is experiencing errors.** Inactive buttons, broken layout, strange error notifications prevent users from placing an order. Only the most motivated customers will be able to go through all this garbage, the rest will leave.

**The user is not going to buy.** He puts items in the cart because it is easier than adding them to favorites. This happens when the site does not provide a function that allows users to mark the item they like.

**The user forgot about the purchase.** Start placing an order, but get distracted by something else and forget about the purchase is a standard situation. Humans are imperfect, and distractions are on the rise in the digital world. Sometimes a person is just contemplating a purchase. In this case, your reminder may push him to complete the order.

## How to deal with abandoned carts

It is impossible to completely get rid of abandoned carts, but you can and should work with them. Learn what prevents users from placing orders. To do this, use [**analytics systems**](how-to-use-end-to-end-analytics) and other available methods. Then you can start working on the problem. 

If the reason is ‘absent-mindedness’, a reminder message will save the purchase. You can remind about the items in the cart using email, [**push notifications**](in-depth-guide-on-web-push-notifications) or retargeting.

You can send a single message or set up a chain of notifications that the user will receive some time after they leave the site or application.

<Note>
NB! Be sure to add the items that the customer has chosen to the abandoned cart trigger. Also include a direct link from the email to make it easier for the user to navigate to the shopping cart page.
</Note>

## Examples of abandoned cart emails

Let's take a look at a few emails that brands send to their customers who have abandoned shopping carts on the site.

<Img
img="/uploads/boohoo1_2a0a98e029.png"
alt="How to Reduce Cart Abandonment Rate"
/>

This triggered message hints to the user that the product may run out. A message from the brand says that the items in the basket “won’t be around for long". This is where the client's fear of missing out on a profit should come into play.

The store does not end the campaign after one reminder. The next day, the user receives a second message with the subject line “We’ve cut the cost of your items”, where he is offered a [**promotional code**](how-to-use-promo-codes-for-business). Such a move encourages those buyers who did not complete the order because of the cost of purchases.

<Img
img="/uploads/boohoo2_b270936e02.png"
alt="How to Reduce Cart Abandonment Rate"
/>

The same mechanism is used by the clothing store *Steve Madden*. There is a slight difference. They wait longer (3 days) before sending the promo code to the user.

<Gallery>
<GalleryItem
original="/uploads/steve_madden_3_3b67113d12.png"
thumbnail="/uploads/steve_madden_3_3b67113d12.png"
description="Steve Madden"
/>
<GalleryItem
original="/uploads/steve_madden_2_de32583587.png"
thumbnail="/uploads/steve_madden_2_de32583587.png"
description="Steve Madden"
/>
</Gallery>

Not only large online stores work with abandoned carts, but also niche projects. Due to the friendly and almost conversational style, such campaigns get high conversions. Small businesses also do not forget about the benefits for their customers.

<Gallery>
<GalleryItem
original="/uploads/pipcorn_1_d82d642fae.png"
thumbnail="/uploads/pipcorn_1_d82d642fae.png"
description="Pipcorn Heirloom Snacks"
/>
<GalleryItem
original="/uploads/pipcorn_2_7dbfa0abe6.png"
thumbnail="/uploads/pipcorn_2_7dbfa0abe6.png"
description="Pipcorn Heirloom Snacks"
/>
</Gallery>

Abandoned carts are not only for online stores. Streaming services also remind you of pending orders. For example, you once tried to buy a subscription, but stopped at the last step. Netflix sends an email asking you to finish signing up. Realizing that the subscriber was most likely stopped by the price, the service offers the cheapest tariff plan. The message also contains information about the benefits of subscribing to the service.

<Img
img="/uploads/netflix_62c38ad8e2.png"
alt="How to Reduce Cart Abandonment Rate"
/>

Another sender who plays on the benefits of the product is the furniture store *Kardiel*. Since furniture is an expensive purchase, the store also shares its phone number and email so that a potential buyer can contact them and discuss all the details.

<Img
img="/uploads/kardiel2_a0dfcb16d9.png"
alt="How to Reduce Cart Abandonment Rate"
/>

The bookstore *Thriftbooks* doesn't get hung up on which books the user has left in the cart. Instead, it suggests other books based on the user's interests.

<Img
img="/uploads/triftbooks_d240cab8a8.png"
alt="How to Reduce Cart Abandonment Rate"
/>

Another bookstore is betting on the moral character of the buyer, so to speak. By buying on their website, the customer financially supports local bookstores.

<Img
img="/uploads/bookshop_4f17729c89.png"
alt="How to Reduce Cart Abandonment Rate"
/>

## Summary

Abandoned cart is a common problem for different online stores. Users stop checking out because they are not satisfied with the final price or shipping cost. Other reasons may be problems with payment or with the site (errors, download speed). Some users are not going to buy anything yet, but just mark interesting products by adding them to the cart. Sometimes users simply forget about the purchase because they were distracted.

An automated email campaign reminds the customer of the purchase. In messages, companies often play on lost profits for customers and say that the product will soon run out. But you can act differently. Offer users help with the choice (even on behalf of a specific manager), remind about bonuses, convenient delivery and a wide range of products. The most important thing is to communicate in a human friendly way. Also use intrigue or humor to get attention. In this case, your email will definitely be opened.

Find out why users change their buying decision after adding an item to the cart. Analyze examples of emails that push the user to complete the order.

medium_How to Reduce Cart Abandonment Rate.png

small_How to Reduce Cart Abandonment Rate.png

thumbnail_How to Reduce Cart Abandonment Rate.png

How to Reduce Cart Abandonment Rate.png

Online stores lost more than four billion dollars in 2021 due to incomplete purchases on the site. It is worth working with abandoned carts.

How to Increase Conversion Rates Using Abandoned Cart Emails

How to Reduce Cart Abandonment Rate

<Img
img="/uploads/Blog_1_ad7a164313.png"
alt="What is Drip Marketing"
/>

Customers are not ready to buy right away, even if they have subscribed to your newsletters. When the product is complex, the user needs time to explore it. The business task is to help the client make a purchase decision. This can be done in different ways. Your company can tell a story about the product, demonstrate its own expertise, build customer trust or offer favorable conditions.

Drip marketing makes all these actions possible. This is an automated marketing strategy that is planned ahead of time. Step by step — or drip by drip — such campaigns lead a client to a conversion or a target action through increasing loyalty, useful content, promotions and other methods.

In the post, we will tell you what benefits the drip method has, what emails are classified as 'drips', and how to launch such a campaign.

## What is Drip Marketing

A **drip campaign** is a scheduled series of automated emails that are sent when a customer takes an action. The drip method leads the user to communication with the brand or to the sale.

The trigger for newsletters can be the actions of the client on the website, reactions to messages,  certain events. It can also be inaction if the subscriber stops responding to messages from the company. If you carefully craft your email series, users will get a personalized experience.

### Benefits of Drip Marketing

**Increasing customer loyalty.** When users receive only the emails they need, they have no reason to be annoyed. There is less chance that they will [**unsubscribe**](how-to-win-back-email-subscribers), moreover, their loyalty will increase.

**Increasing sales.** A well-thought-out drip campaign moves the client through the sales funnel neatly and unobtrusively. The emails progressively reveal the benefits of the product or promote content that also advertises the product. ‘Drips’ push the customer to buy at the right time, for example, they remind you of an abandoned cart.

**Simplifying the work of the marketer.** Drip emails are automated, so marketers don’t need to do routine actions. They have time to develop strategies, come up with creative campaigns, and solve other tasks.

**Increasing engagement**. By reminding itself regularly, the brand maintains communication with users and [**builds trust**](customer-trust). When you conduct audience surveys or ask for feedback, you make it clear that the brand is ready to listen to customers, and they begin to respond more to the company's messages. Businesses better understand the interests of the audience through engagement tools.

**Content promotion.** No one will see your content without promotion, even if it is very interesting. The company shows expertise and demonstrates the product through blog posts, videos, infographics and other types of content. This is why it's important to invest in content advertising. Drip marketing is one way to promote your content.

**Re-engage customers.** Drip emails automatically return inactive subscribers: those who have stopped reading messages or haven’t completed the purchase. It is difficult to keep track of such actions manually, and it is even more difficult to respond to them quickly.

**Detailed audience segmentation.** The more personalized the offer for the client, the higher the chance of a purchase. Drip campaigns adjust automatically to the client and are more likely to reach the business goal.

## 8 Types of Drip Campaigns

Not every email campaign is a drip campaign. Here are some examples of drip emails:

### Onboarding emails

Companies use onboarding emails to introduce the subscriber to their product step by step.

Now the user is more likely to be surprised if he doesn’t receive confirmation of the subscription, because we are used to such communication.

<Img
img="/uploads/alison_onboarding_2d599e10da.png"
alt="Welcome email"
src="Welcome email"
/>

### Feedback emails

These emails usually come after a purchase or brand interaction with a user. Use email surveys to collect feedback. This way, you will improve the company’s service and increase loyalty because people love it when a company asks for their opinion.

<Img
img="/uploads/feedback_3a20794bde.png"
alt="Feedback request from customer after purchase"
src="Feedback request from customer after purchase"
/>

### Holiday emails

Congratulate the client on the holidays in a drip campaign. For example, wish a happy birthday or a Merry Christmas. Send [**promotional codes**](how-to-use-promo-codes-for-business) or gifts. This way, you  remind the user of the brand and encourage them to buy. 

<Img
img="/uploads/drip_email_3_38ed137713.png"
alt="Congratulation email"
src="Congratulation email"
/>

### Educational emails

You shouldn’t always send only sales emails to the client. Try sending useful newsletters containing life hacks or tutorials on working with your product. Such content is an indirect way of selling and another way of increasing loyalty.

Emails can be educational or redirect the user to other sites: a blog, a page for downloading manuals, or to a useful video on Youtube.

<Img
img="/uploads/drip_email_4_c43bdf822c.png"
alt="Educational email"
src="Educational email"
/>

### Reactivation emails

They return users who have stopped clicking on links in your emails or who click but don't purchase your products. Emails are sent after a certain period of client inactivity. To [**reactivate customers**](how-to-reactivate-inactive-email-subscribers), you can use different methods: unsubscribe the client, ask to come back, give discounts, etc.

<Img
img="/uploads/drip_email_5_fbaa7163e6.png"
alt="Reactivation Emails"
src="Reactivation Emails"
/>

### Trigger emails

Usually, they remind the user of some unfinished action: an incomplete registration or an abandoned cart. Customers don’t always stop the purchase intentionally, sometimes they are simply distracted and forget. The email will bring the customer back to action, and the additional discount will speed up the purchase.

<Img
img="/uploads/drip_email_6_ef156174a1.png"
alt="Email with additional discount"
src="Email with additional discount"
/>

### Transactional emails

It is important for the client to know that his order has been accepted and work has begun on it. Drip campaigns include order confirmation emails, payment confirmation emails, delivery status notifications.

<Img
img="/uploads/drip_email_7_6478b8d1d7.png"
alt="Transactional emails"
src="Transactional emails"
/>

This also includes emails that report the status of the subscription. If the validity period ends and the client has not renewed it, you send an email.

### Sales funnel promotion emails

This is a series of emails that encourages the customer to buy in different ways. For example, it offers a demo, webinar, discounts, and so on.

<Img
img="/uploads/mango_drip_marketing_a2487085f9.jpg"
alt="Special offer email"
src="Special offer email"
/>

## How to create a drip campaign

### 1. Set a goal

Specify what should happen when the drip campaign starts to work. Here are some possible goals: sales, increasing customer engagement or brand awareness, subscriptions to other sources, responses to content, etc. Describe the intended goal with numbers. Use ‘increase sales by N over time’ instead of just ‘increase sales’.

### 2. Define your target audience

Decide to which segments of the audience you will send messages and under what conditions. Buyers don’t behave in the same way and are at different stages of decision making. The task of the business is to divide customers into groups in order to send the most personalized newsletter. Don’t send everyone the same versions of emails.

### 3. Create campaign plan

Designate the number, frequency and time of sending emails for each of the groups that you identified in the previous paragraph. Also decide which communication channels you will use: email marketing is often complemented by [**push notifications**](mobile-marketing-101-push-notifications) and [**SMS**](sms-marketing). Don't forget to select campaign analytics metrics: opens, clicks on links in emails, conversions.

### 4. Make content

It is the longest and most important stage, because without attractive content, the newsletter won’t bring results.

Here are a few rules: 

- Write clear topics so that users don’t guess what is waiting for them inside.
- Personalize the newsletter not only with the person's name, but also with selections based on their interests and purchases.
- If you are going to bombard a subscriber with a lot of information, correctly format the text with highlighted paragraphs and subheadings in the article.
- Be helpful. Nobody likes trite content.
- Be moderate in design.
- Add [**CTAs**](what-is-cta) to emails.

### 5. Launch a campaign

Drip emails are automatic, so the first thing you need to do is to set up sending with your automation tool. For example, our Altcraft Platform service has a function of [**personalized trigger campaigns**](/features/personalization) and regular campaigns. All data is stored in a single profile, which simplifies and speeds up personalization. When the settings are done, feel free to press the ‘Start’ button and start monitoring the campaign performance.

### 6. Analyze and optimize drip emails

Although newsletters are automatic, marketers need to work with analytics. Monitor results to optimize content, email subject lines, send time, number of emails, and more. Data analysis will be useful for future campaigns.

## Conclusion

Drip campaign is a series of emails that users receive automatically when they take an action. For example, they make an order, abandon items in the shopping cart or browse the products they are interested in, but never buy.

Drip marketing increases loyalty, customer engagement, promotes content, simplifies the work of marketers, moves the client through the sales funnel and increases the company's profit.

Drip emails include onboarding, feedback, welcome, educational, reactivation, congratulations, trigger and sales emails.

Start creating a drip campaign by setting a goal and choosing a target audience. Next, you develop a plan, create content and launch a newsletter that you set up in one of the services. After that, you just have to analyze metrics and adjust the campaign.

Read about the benefits of drip marketing, what emails can be classified as "drips", and how to launch such a campaign.

Drip Marketing: Definition, Benefits and 8 Email Types

A Beginner's Guide to Drip Marketing 

<Img 
img="/uploads/Blog_fd93f14516.png"
alt="How to Win Back Email Subscribers"
/>

It is okay when people unsubscribe. Although [**the average unsubscribe rate from email newsletters**](https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/) for different industries is only 0.1%, this indicator is also worth working on. There are many reasons why users unsubscribe. This may be caused by the quality or quantity of messages, a change of interest, or a new email address.  About [**333 billion emails**](https://www.statista.com/statistics/456500/daily-number-of-e-mails-worldwide/) are sent every day, and one person receives dozens of messages a day. It is difficult for companies to break through such a flood of messages, so marketers are looking for new solutions to keep customers from unsubscribing. One of them is to save a subscriber who has already clicked on the ‘Unsubscribe’ button.

In this article, we will explain why people unsubscribe and give 10 examples of how to get back customers who are about to leave.

## Why people unsubscribe from email newsletters

Here are different reasons:

**Too many messages from the company.** Even the most loyal and engaged clients will get tired if you send them an email every day.

**Total number of inbox messages.** If there are a lot of subscriptions, users simply don't have time to read everything. They delete emails that are less important and not the most relevant.

**Change of interests.** People could change their profession. For example, they leave HR for marketing. In this case, emails with tips on working with staff and invitation to HR-events become irrelevant. Some topics just stop being interesting.

**Another email address.** Sometimes users change their email address on their own or leave their work email to receive newsletters. When an employee is going to quit, he can unsubscribe and resubscribe to the newsletter from his personal mailbox.

**Low-quality or uninteresting content.** Another reason is unsubscribing from content that didn't live up to expectations. If you send too many advertisements in emails instead of the promised useful content, the user will want to unsubscribe very soon.

**Random unsubscribe.** It is important to leave the subscriber a chance to go back to your contact list immediately if they have unsubscribed by mistake.

How to find out why people unsubscribe? You need to ask them. Some companies conduct short surveys before unsubscribing.

<Img 
img="/uploads/Example_of_a_survey_after_an_unsubscribe_516c3e2772.png"
alt="Example of a survey after an unsubscribe"
src="Example of a survey after an unsubscribe"
/>

## How to prevent users from unsubscribing

**Firstly**, your newsletter should be useful and interesting for subscribers. Improve your emails, add interactive content, test options, segment the audience by interests, analyze the reasons for unsubscribing.

**Secondly**, it is possible to return the client when he is going to unsubscribe.

**It is important not to complicate the process:**

- Make sure that the unsubscribe link is visible, otherwise you will receive [**a spam complaint**](https://altcraft.com/blog/how-to-send-millions-of-emails-and-avoid-spam-filters);
- Don’t require to log in on the site or write an unsubscribe letter;
- Don't force the user to take too many steps to unsubscribe.

Don’t remove a user from the list as soon as he clicks the ‘Unsubscribe’ button. Design the unsubscribe page so that the person doesn't want to leave it. Read below about how to do it.

## 10 ways to convince a subscriber to stay

### 1. Check whether the user has really decided to unsubscribe

This will make a person think and keep them from unsubscribing by mistake. The first way is to add ‘Yes’ or ‘No’ options.

<Gallery>
<GalleryItem
original="/uploads/Unsubscribe_2_a32ea9eb3e.png"
thumbnail="/uploads/Unsubscribe_2_a32ea9eb3e.png"
/>
<GalleryItem
original="/uploads/Unsubscribe_1_7206abfb72.jpg"
thumbnail="/uploads/Unsubscribe_1_7206abfb72.jpg"
/>
</Gallery>

The second way is to personalize the answers. For example, sign buttons with first-person response options.

<Img 
img="/uploads/Example_with_personalized_buttons_260ba7f938.png"
alt="Example with personalized buttons"
src="Example with personalized buttons"
/>

This example with a single ‘Unsubscribe’ button is more likely to motivate the client to unsubscribe, because it is inconvenient to return to the newsletter.

<Img 
img="/uploads/Unsubscribe_page_anti_example_fa40cd961c.png"
alt="Unsubscribe page anti-example"
src="Unsubscribe page anti-example"
/>

### 2. Change newsletter settings and reduce the number of emails

This method will work if the reason for unsubscribing is the number of letters. Make it so that the user can leave some newsletters.

<Img 
img="/uploads/Manage_your_subscription_5eb4009227.png"
alt="Manage your subscription"
/>

The more flexible the subscription settings, the more accurately the company segments users. At the same time, it is more convenient for customers to communicate with your business and receive only what is really interesting.

<Gallery>
<GalleryItem
original="/uploads/Change_newsletter_settings_2adf63ef03.jpg"
thumbnail="/uploads/Change_newsletter_settings_2adf63ef03.jpg"
/>
<GalleryItem
original="/uploads/Change_newsletter_settings_2_504bc0182d.jpg"
thumbnail="/uploads/Change_newsletter_settings_2_504bc0182d.jpg"
/>
</Gallery>

### 3. Offer a bonus on the unsubscribe page

This will help distract the user from thinking about unsubscribing. The client will feel obliged to the company and will want to thank her for the bonus.

<Img 
img="/uploads/Pop_up_with_a_bonus_1c3b65a22a.jpg"
alt="Pop-up with a bonus"
src="Pop-up with a bonus that appears on the unsubscribe page"
/>

### 4. Remind customers of benefits 

Remind users about the benefits of subscribing to your newsletter. They can receive bonus gifts, special offers, access to closed sales, etc. 

<Img 
img="/uploads/Remind_customers_of_benefits_00759eb1cb.png"
alt="Remind customers of benefits"
/>

### 5. Express regret

When you push for pity, that can work too. The unsubscribe page often uses crying or upset characters, which humanizes the brand.

<Gallery>
<GalleryItem
original="/uploads/Express_regret_2_f5c9b1282f.png"
thumbnail="/uploads/Express_regret_2_f5c9b1282f.png"
/>
<GalleryItem
original="/uploads/Express_regret_fec42e389a.png"
thumbnail="/uploads/Express_regret_fec42e389a.png"
/>
</Gallery>

### 6. Suspend subscription for a while

Try to give the subscriber a break from your information. Set the number of days, after which letters will start coming to the user again. Maybe after a while, he’ll change his mind and stay.

<Img 
img="/uploads/Frame_15_c8ef89b402.png"
alt="/uploads/Frame_15_c8ef89b402.png"
/>

### 7. Resubscribe those who unsubscribed by mistake

Some users click on ‘Unsubscribe’ by accident and most likely won't go to your site to resubscribe. Add a resubscribe button to make it easier to return.

<Img 
img="/uploads/Resubscribe_582cf137a9.png"
alt="Resubscribe"
/>

### 8. Stay one step ahead

It is better to prevent than to remedy the consequences. If you know that the audience most often unsubscribes because of the number of messages, add the newsletter settings button to the email. Then, perhaps, the user won't even reach the unsubscribe page.

<Img 
img="/uploads/Stay_one_step_ahead_f3630ef50f.png"
alt="Unsubscribe"
/>

### 9. Communicate with the user

Pressing on pity or manipulating lost profits are not always a good option for keeping subscribers. Try to engage in dialogue with them. Add creativity, as the company Seeso did in its newsletter.

<Img 
img="/uploads/Communicate_with_the_user_583d9a10af.png"
alt="Communicate with the user"
/>

### 10. Engage the user

Perhaps the emails don’t show all the benefits of the product and information for the client. Try taking the user to the site or other pages to convince them to stay.

P.S. If the user still unsubscribes, offer him to stay with you on social networks.

## Conclusion

People unsubscribe from email newsletters because they receive too many messages or because these messages contain poor quality content. They may also lose interest in a topic or change their email address. Sometimes users unsubscribe by mistake, so it's important to make it easy for them to resubscribe. For example, add a button to the same page where they unsubscribe.

If you want to keep a customer from unsubscribing, don't delete them right away, but at the same time don't make it too hard to unsubscribe. Ask users if they really want to unsubscribe, offer to change the newsletter settings: reduce the number of emails, change topics, or stop sending emails for a few days. Another way is to remind about the benefits of the newsletter and tell what people lose when they unsubscribe (closed sales, special offers, promotional codes, etc). Don’t be afraid to express regret. Start a dialogue with the user and offer bonuses. This will help keep the client in the list of subscribers.

Add creative, but never hide the unsubscribe button, or you'll get a spam complaint.



In this article, we talk about why people unsubscribe from email newsletters, how to prevent unsubscribe and consider 10 ways to convince a subscriber to stay.

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Why people unsubscribe from email newsletters and how to win back email subscribers.

Why People Unsubscribe and How to Win Back Email Subscribers

How to Win Back Email Subscribers

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