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<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.

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.

Блог (1).png

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.

Блог.png

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

<Img 
img="/uploads/kaskadnaya_rassylka_74a2c5b36a.png"
alt="Cascade Campaigns"
/>

Communication with customers is one of the top-priority tasks for companies. Timely notifications of promotions, order delivery or changes in plans is a must-do for businesses to have loyal customers and receive positive feedback. There's no single communication channel that all customers would use, that's why companies usually have several ones: social media, SMS, email, messaging apps, push notifications and so on.
 
According to statistics, even three communication channels instead of one [**increase sales by 287%**](https://savemycent.com/omnichannel-statistics/). Therefore, it's beneficial for businesses to use cascade campaigns — a method that increases audience reach by sending messages with the same information to several channels. It gives businesses a chance to «reach out» to all customers and save the budget.
 
In this piece, you will learn about cascade campaigns: how they work and why they are beneficial to companies.

## What are Cascade Campaigns

A **cascade campaign** is a method that involves the successive sending of identical messages to customers to different channels depending on their reaction. The next channel is activated if the previous one hasn't brought any results: the user hasn't opened the message or hasn't made a purchase. 
 
*Example. The first message is sent via push notifications. If the customer doesn't open it after a specified time, the next message is sent by email. If the message is still not opened, this customer receives a text message (SMS).*
 
Cascade campaigns can be implemented through the following channels: SMS, [**push notifications**](mobile-marketing-101-push-notifications), email, messaging apps, social media and so on. The first message is sent through the cheapest (or free) channel. 
 
If the customer opens the message (or places an order) in some channel, it's not sent to other ones. Exclude such customers from the list for cascade campaigns so as not to irritate them with your messages and not to waste the company's resources. 
 
Cascade campaigns can be used for:

- trigger messages;
- promotional offers;
- service messages;
- notifications containing useful information.
 
However, cascade campaigns are not always necessary. It's reasonable to start them only if you know for sure that your customers use different communication channels. It's also important to take their age into account. For example, you can use [**messaging apps**](messenger-marketing) if your audience is quite young. The main users of WhatsApp, for instance, are [**25-34-year-olds**](https://www.thinkimpact.com/whatsapp-statistics). If your customers are significantly older, it's better to choose some other channel.

## Advantages of cascade campaigns

### Increase in audience reach

Your message is more likely to reach the recipient. One of the channels will definitely bring the result. That's why your company should work with all the data that customers provide to you: phone numbers, email addresses and social media profiles. 
 
*Example. A message about discounts was sent to 3500 users on Facebook, only 1110 of them opened it. The company has phone numbers of these users, so the same message was sent to the remaining 2390 users on WhatsApp and Viber. 1685 users opened the message there. Then, the same message was sent to the remaining 705 customers with the help of SMS, 615 people read it. Almost 98% of users were reached.*
 
### Customer loyalty

You will show your company in a favourable light if you choose a communication channel that your customers like the most. Let's imagine that there's some user who rarely opens their email box and your company uses only an email channel. It's inconvenient for your customer, there's a risk that the information won't reach them in time. If you send this user a notification to a channel that they use the most (for example, Telegram), their loyalty will definitely increase.
 
### Saving budget 

The first message could've been sent through an SMS channel whose open rate can reach [**98%**](https://99firms.com/blog/sms-marketing-stats/#gref). However, this channel is not free and quite expensive compared to others. It will be quite pricey if you have a large customer database. That's why it's more reasonable to choose free or cheaper channels first. If you [**use an SMS channel**](sms-marketing), remember that you pay for all sent messages, not just for delivered ones. Your company definitely doesn't want to pay for sending messages to inactive numbers. On messaging apps and social media, the sender always knows whether the user has allowed texting to them and whether they read the messages. 
 
### Simplicity

Cascade campaigns only seem complicated. In reality, it's enough to set up a series of messages once, and it will work automatically further. This functionality is supported by [**Altcraft Platform**](/en). The service collects user data in a single profile and integrates with other communication channels. You only need to specify conditions and channels in a scenario.  

<Img 
img="/uploads/cascade_scenario_6b8763337d.png"
alt="Example of how to set up a cascade campaign in Altcraft Platform"
src="Example of how to set up a cascade campaign in Altcraft Platform"
/>

### Channel functionality

Each channel influences the user in its own way. Emails attract the user with their design and interactivity. Push notifications are simple and fast. Messaging apps allow you to send voice messages. If you select only one communication channel, you limit your company's possibilities to create more content and don't receive complete data on audience preferences. That's why it's important to use and test different channels.  

## How to Create a Cascade Campaign
 
**What do you need for a cascade campaign:**
 
1. Use analytics to select available and the most effective communication channels.
2. Specify the sequence of sending messages to these channels: which is the first, which are the next.
3. Think over the actions that will finish or continue the campaign. If the customer has read the messages or has purchased something, the same messages won't be sent to other channels. If there is no reaction within N hours (days), send the same message to the next channel.  
4. Set up a scenario in the selected system. 

<Note>
It's not necessary to change the channel immediately if the customer doesn't open your message right after it was sent. Especially if the company doesn't have much data about the customer. 
</Note>

*Example. The first channel that is used to inform customers about a new promotion of the online store is an email one. Three emails with different texts are sent: the first one with a general description, the second one is a reminder email and the third one contains a list of products for which the promotion is valid. Those customers who have left their phone numbers will receive messages on Viber. The final channel in this campaign is an SMS channel through which the users will receive two messages.*

If you send several messages containing the same information to one channel, slightly change the text, otherwise your customers can consider them to be spam. For example, in the first message, the marketplace simply informs the recipient about delivery to the pick-up point. Two days later, in the second message, the customer is notified about the period within which their order will be stored. These two messages are practically the same — they remind the customer to pick up the order.

## Examples of Cascade Campaigns

Cascade campaigns are suitable for marketplaces, retail stores, event organizers, clinics, beauty salons, fitness clubs and other organizations that collect customer data to send out information. Let's look at several examples.

### Abandoned cart

1. A push notification that reminds the customer about the products in the cart in two hours.
2. The next push notification is sent in six hours.
3. The customer receives an email reminder about the products in eight hours.
4. One more email that shows that the products in the customer's cart are still in stock.

<Img
img="/uploads/mango_email_reminder_8333d3abe5.png"
alt="Abandoned cart email"
/>

5. One more push notification with one product from the cart.
 
### Discount on some product 

1. Messages on Facebook to those customers who have agreed to receive them.
2. Push notifications for those users who have the company's mobile app installed.

<Img
img="/uploads/photo_2022_06_30_12_26_46_2_12cb60c6f1.jpg"
alt="Push notification"
/>

3. Messages on WhatsApp to the customers from the phone number database. 
4. Reminder emails with images of the products. 
5. Text messages (SMS) with information about the discount and its period. 
 
### Reminder about a webinar

1. An email that reminds the user that the webinar starts in 60 minutes. 
2. One more email reminder 10 minutes before the webinar. 
3. A message in the Telegram bot that the webinar starts in 10 minutes.
4. An email that announces the start of the broadcast. 
5. A message to the bot about the start of the webinar. 
6. A text message (SMS) that the webinar has just started in the first five minutes.
 
### Reminder about a specialist visit

1. An email containing the date and time of the appointment the day before. 
2. A message on WhatsApp the day before. 
3. A text message (SMS) two hours before.  

### Birthday promotion

1. An email with a gift (a discount) a week before the birthday.
2. A message on Facebook three days before the birthday.
3. An email on the customer's birthday. 
4. A message on Facebook on the customer's birthday
5. A text message (SMS) after the birthday that the bonuses are about to expire.

### Feedback

1. A push notification with a request to rate the purchased product in the app. 
2. One more push notification with the same request. 
3. An email with a request to rate the product. 

## Conclusion

Cascade campaigns involve sending messages to different communication channels successively to be 100% sure that the information is delivered to customers. The following channels are used for such campaigns: email, messaging apps, push notifications, SMS and so on. Cascade campaigns increase audience reach and customer loyalty, save the budget. Messages are first sent through free and cheap channels, and if the customer doesn't read them, the messages are sent through more expensive ones. 
 
Cascade campaigns are used to send trigger and service messages, inform customers about their orders and discounts, collect feedback. If you want to introduce cascade campaigns to your marketing, you should have enough customer data and access to several communication channels. Cascade campaigns are set up manually or with the help of marketing services in which scenarios are created.

In this piece, you will learn about cascade campaigns: how they work and why they are beneficial to companies. 

kaskadnaya-rassylka.png

Cascade campaigns give businesses a chance to «reach out» to all customers and save the budget.

Cascade Campaigns: What are They and How to Create Them

Everything You Need to Know About Cascade Campaigns

<Img
img="/uploads/SMS_marketing_4369f8b199.png"
alt="SMS Marketing: Advantages, Examples"
/>

Ever since sending the first SMS in 1992, the technology has grown globally and has become a marketing tool: [**five billion**](https://www.slicktext.com/blog/2018/11/44-mind-blowing-sms-marketing-and-texting-statistics/) people around the world send and receive text messages. Despite new promotion and communication channels, short text messages continue to serve its purpose. The open rate of short text messages reaches [**98%**](https://99firms.com/blog/sms-marketing-stats/#gref), when the average open rate of emails is only 20%. Such a result is a significant reason to introduce SMS into marketing. 
 
SMS marketing complements advertising campaigns, improves communication with customers: [**71% of users**](https://www.slicktext.com/blog/2018/11/44-mind-blowing-sms-marketing-and-texting-statistics/) say that they communicate effectively with businesses through an SMS channel. In this piece, you will learn about the advantages of SMS marketing, how to send SMS messages properly and see examples. 

## What is SMS Marketing 
 
SMS marketing is a promotion of a company's products or services with the help of short text messages using mobile phone operators' services.
 
**SMS campaigns build communication with customers:**

- Help to sell — show special offers, promotions and advertisements.
- Inform about the status of orders, changes in plans, remind about events.
- Engage — invite customers to participate in different events and share their opinion about the company.
 
An SMS campaign can either be a part of a marketing strategy or the only channel of communication with customers. Please note that SMS advertising shouldn't be intrusive lest you want the user to block the company number. It's more effective to combine text messages with other communication channels. 

## Advantages of SMS marketing
 
### Speed 

The user receives a text message from the company faster than any other communication channel works.  [**34% of people**](https://99firms.com/blog/sms-marketing-stats/#gref) read SMS in the first five minutes after receiving it. Email campaigns and push notifications are less effective because most people don't check their email boxes daily and usually turn off notifications. SMS won't go to spam like emails and won't disappear like a [**push notification**](mobile-marketing-101-push-notifications).
 
### Price

An SMS campaign is not expensive. Although there are alternative free tools (messaging apps), SMS remains an effective method of promotion. Reliability justifies the cost of this channel: you don't need the Internet to send a text message, so it's more likely that the recipient will receive the message quickly. Also, SMS is a common way of communication for people of different ages — not everyone uses email and [**messaging apps**](messenger-marketing) regularly. 
 
### Personalization

Use targeted short text messages for advertising campaigns — only a certain segment or specific users will receive your messages. Your customer will get an individual discount or confidential information about their order. Also, address recipients by their names. This approach is more effective than sending out impersonal text messages to all customers at once.

## How to Start an SMS Campaign in a Proper Way
 
### Comply with the legislation of the country

There are laws on advertising, according to which companies need to get subscribers' prior agreement to text messages and immediately exclude them from the list on demand. That's why it's better not to use other companies' lists of phone numbers. Sending out text messages to your database after receiving customers’ permission (preferably written) is a safe option for business. Also, you can buy phone numbers from third-parties only to find out that it's not your [**target audience**](creating-a-customer-profile).

### Make sure that your messages are easy to understand

A simple and clear text is the main rule of a good message. No one wants to read your message and try to guess what you mean. Your text messages should be short and reader-friendly. It doesn't mean that you can't be creative, just don't forget about simplicity. In the message, specify your offer and how and where to get a bonus: go to the website or to the offline store, make a call. 
 
<Note>
Make the sender's name recognizable. Here, try to be as simple as possible: an excessively creative name will make your audience think that the message is from scammers. Use a name your customers know well to send text messages. 
 </Note>

*Example. A subscriber receives a message from the mobile phone operator Verizon with information about their plan, the name of the operator is specified in the sender's field. On another day, this subscriber receives a message from a four-digit number that, on behalf of Verizon, asks them to click on the link and take a survey. The subscriber doesn't trust this message and doesn't follow the link.*

### Keep it brief

Your customers don't want to read long and complicated text messages. Be brief, stick to the topic, but always add a CTA so that your customer understands what to do next. 
 
### Don't send too many messages

If customers consider your texts intrusive, they're more likely to block your number. Don't send messages about all the promotions, all the company news and every new article in the corporate blog. Short text messages should contain only useful and urgent information. Take into account the customer's time zone: hardly anyone will be happy to receive a text message in the middle of the night. 
 
### Segment and personalize

Custom-tailored approach works. A text message in which the customer is addressed by name and offered personal discounts is more appealing than a message that is meant for everyone. Segment customers by activity and [**degree of loyalty**](customer-loyalty).
 
### Use interactive content

To keep communication with your customers, add links to the company's resources to your messages: websites with products, pages with discounts, quizzes, surveys and so on. 
 
### Don't forget about analytics

Keep track of the opening and purchase rate after sending text messages so as not to pay for messages to [**inactive customers**](how-to-reactivate-inactive-email-subscribers). Clean your database and exclude users who don't interact with your messages. Test different versions of texts and leave only effective ones. 
 
### Ask customers to confirm their numbers

Sometimes a person can specify an incorrect or inactive number. Then the company will be wasting money. Set up Opt-in — your customer will enter a code from SMS into a special field to confirm their number.

<Img
img="/uploads/sms_consent_58f5a7ccd3.png"
alt="Subscribe to SMS"
/>

### Automate the sending of short text messages

Let customers receive your text messages immediately after placing an order. Let them know that you have seen their order and will respond soon. Create an SMS welcome series for new or potential customers.

*Example. Jewelry brands have cross-promotions with other stores. Customers receive coupons for a jewelry gift together with their purchase receipts. The condition is to join the loyalty program and leave a number. A person leaves their agreement and becomes a potential customer who will automatically receive short text messages from the company.*
 
### Wish your customers happy holidays

This is a good way to remind the audience about your company and increase customer loyalty.

## Examples of SMS Campaigns

### Promotions and discounts 

Be sure to include details: a discount percentage and promotional period.

<Gallery>
<GalleryItem
original="/uploads/macy_s_sms_1eb86be677.png"
thumbnail="/uploads/macy_s_sms_1eb86be677.png"
/>
<GalleryItem
original="/uploads/pura_vida_sms_6ce0609c00.png"
thumbnail="/uploads/pura_vida_sms_6ce0609c00.png"
/>
</Gallery>

### Collecting feedback 

Ask your customers to leave feedback after they make a purchase or receive an order. A text message is a quicker way to [**ask your customer to leave feedback**](how-to-use-customer-feedback-to-increase-sales) than email.

<Img
img="/uploads/gamespot_sms_2_0752474091.png"
alt="SMS for feedback"
/>

### Notifications of order status

It's important for the customer to know that their order is being processed and will be delivered. If you specify the order number in your text message, and not in email, you do your customer a favor.

<Img
img="/uploads/book_maze_sms_2_c109de4f65.png"
alt="Order status SMS"
/>

### Reminders about a specialist visit 

It's a useful idea for beauty salons, clinics and educational companies. The customer receives a confirmation with appointment time and then a reminder. Now, the customer won't forget about it.

<Img
img="/uploads/dental_clinic_sms_2_de8113107c.png"
alt="SMS reminder"
/>

### Wishing happy holidays

Don't forget to wish your customers a happy birthday and so on. Customers get your attention, you receive their loyalty.

<Gallery>
<GalleryItem
original="/uploads/maud_s_sms_cdae355986.png"
thumbnail="/uploads/maud_s_sms_cdae355986.png"
/>
<GalleryItem
original="/uploads/round_table_pizza_sms_4a5bebe079.png"
thumbnail="/uploads/round_table_pizza_sms_4a5bebe079.png"
/>
</Gallery>

### Information about changes in plan 

Mobile operators and banks also use SMS messages to inform customers about changes in rates, account balance or new products.

<Img
img="/uploads/verizon_sms_2_dc87e2fd93.png"
alt="SMS from mobile operators"
/>

## Tools for SMS Campaigns
 
Companies use either a separate service for SMS campaigns or a direct integration with the provider's gateways of their marketing system. In the first case, it's usually necessary to upload the database with phone numbers to the service. In the second case, the customer's number is linked with other data in the profile. 
 
This functionality is supported by [**Altcraft Platform**](/en). Customer data is stored in a single profile and it makes it easier for you to personalize text messages, emails and push notifications.

The platform already has ready-made integrations with mobile phone operators and offers options of individual approach to each customer.

## Conclusion
 
SMS marketing is a quick way of promotion and communication with customers. Being a reliable channel of information delivery, text messages are not expensive. A message won't go to spam and will definitely reach your customer. With short text messages, you can advertise your products, inform customers about promotions, order statuses, changes in plans and tell other company news.
 
It's important to take into account the laws of the country. For example, there are laws according to which you need to receive the customer's agreement before sending out your messages. Also, it's important to check numbers using confirmation codes. Effective text messages are short and clear, always contain a call to action. Don't forget about personalization, don't send too many messages, remember about time zones (no one wants to be woken up in the middle of the night). 
 
SMS marketing is a tool that is used in combination with other marketing methods or separately. You can use special services or the functionality of all-in-one marketing platforms, like the Altcraft Platform, to send your messages.

In this piece, you will learn about the advantages of SMS marketing, how to send SMS messages properly and see examples. 

SMS marketing.png

The SMS open rate reaches 98%, when the email open rate is only 20%. This is a good reason to introduce SMS into marketing.

SMS Marketing: What is It and How to Run an SMS Campaign

SMS Marketing: Advantages, Examples

<Img
img="/uploads/A_Guide_to_Cohort_Analysis_Why_is_It_Important_for_Marketing_a0af821cf0.jpg"
alt="A Guide to Cohort Analysis"
/>

Immediate return marketing campaigns are a dream of marketers. However, they are possible for simple products that are available for one-click purchase. As for complex and expensive products, their promotional costs pay off longer. How to evaluate the effectiveness of such campaigns? First things first, consider the time factor and detail your customers according to it. If you are wondering how to do it, we are here to tell you about cohort analysis.

## What is cohort analysis

Cohort analysis is an analytical method that involves dividing customers into groups (cohorts) based on certain characteristics and tracking their behaviour within a defined time frame. This method allows one to watch user activity in real time.

A cohort is a group of people who share one or more characteristics:

- an action (purchase, registration, click) that they performed;
- a period within which it happened.

A time reference distinguishes a cohort from a segment, a broader and more general concept.

For example, 2012 and 2018 Harvard graduates are two different cohorts, but they all belong to the «Harvard graduates» segment.

By actions, cohorts are divided into two types:

- Engagement — application installation, first click, registration.
- Monetization — purchase, payment, etc.

The cohort method considers the following features for analysis:

- A shared action for a group of users: subscription, registration, purchase, etc.
- A period within which this action happened: a day, a week, a month, etc.
- A study interval during which the cohort is observed.
- A metric that affects the business: ROI, customer retention, conversion, LTV, etc.

Cohort studies help to understand how key metrics differ for different segments, to see more details on an advertising campaign and other marketing activities (rebranding, testing a new website, etc.).

## How to apply cohort analysis

Cohort study is not a universal method, it requires a sufficient number of users. It is advisable to have at least 1000 users in the database to conduct this analysis. This method is suitable for volume B2C and B2B businesses with a long sales cycle.

### Cohort analysis helps to evaluate:

- **Effectiveness of attraction channels**

Cohort analysis will show which channels bring you the most loyal users. Then the business will allocate a larger budget for effective channels and work with them more actively. A question may arise: Why is cohort analysis necessary if the company can estimate how many clients it has received immediately after the campaign? Well, it is not that simple.

*For example, 2000 users signed up for the service right after they saw Facebook ads. The marketer was happy because there was a result. However, 90% of users stopped logging into the service after a month. At the same time, we attracted users through newsletters. 1000 people came, and only 15% of them stopped using the service after a month. If we had analysed the result immediately after the campaign, we would have decided that Facebook is the most effective channel. But in fact, there was almost no target audience there.*

- **ROI**

For a long sales cycle, the return on investment in advertising is not a quick thing. When it comes to large B2B transactions, real estate, and electronic services that can transform the entire business, it is impossible to make a purchase decision immediately after the first advertisement. So it is necessary to be patient and check the results after a while.

*For example, user K first learned about [**Altcraft Platform**](/en) and visited the website back in January when we had our advertising campaign. It takes time to explore opportunities and make decisions in the company where user K works. Only 4 months later, the user requested a demo from the service team, and 5 months later, the companies signed the contract. If we had calculated the ROI for the month after the campaign, we would have decided that it was a failure. Cohort analysis showed that it was not the case.*

- **LTV tracking and prediction**

LTV (customer lifetime value) calculates the income from the customer for the entire period they use our products or services. This metric shows whether the costs of attracting new customers are justified. When we know how long the user stays with us and how much spends on us, we can calculate this data for similar cohorts.

- **Test results**

Cohort analysis will show how the conversion rate will change in the long term after updates for [**A/B tests**](/features/mvt). It may turn out that a successful element attracted more users but they are not quite target ones: accidentally clicked, signed up, but did not use the service.

- **User activity**

Cohort analysis will help you find out after what time the client stops actively using the product or leaves altogether. It is better to know such details because you can work on them with the user in advance.  

*For example, the analysis showed that 70% of users lose interest in the service after 3 months. In this case, the company needs to pay attention to this period: create a reactivation newsletter, offer a bonus, etc.*

## How to conduct cohort analysis

**1. Define the goal and the metric** associated with it that you will track during the analysis. Metrics are the basis for cohort analysis.

For example:

The goal is to determine the most successful sales channel for a mobile application. Let's consider conversion (registration) as a metric. It is important to consider how the Retention Rate changed in order to understand how many of the registered users remained in the application.

**2. Determine the cohorts that you will study.**

People who signed up for the service in June after advertising on Instagram, Facebook, Yandex and Google are 4 different cohorts.

**3. Analyse different cohorts for a selected time interval.**

Let's consider the result of all four cohorts for 3 months after the month of registration and estimate how many users remained active after registration during each of the months.

<Table>
| **Cohort** | **August** |**September** | **October** |
| ------ | ------ | ------ | ------ |
| Instagram | 50% | 35% | 10% |
| Facebook | 87% | 80% | 76% |
| Google | 46% | 32% | 20% |
| Yandex | 66% | 51% | 36% |
</Table>

Cohort analysis is performed in Google Sheets or Microsoft Excel. However, you will have to figure out how to create the formula for calculating this or that metric in the sheets yourself. In [**Google Analytics**](https://analytics.google.com/analytics/web/provision/#/provision), cohort study is automated but there is a limit for dividing users into cohorts: it is possible to track the first user action within a certain period.

<Img
img="/uploads/cohort_analisys_in_Google_Analytics_fa8d2ec982.png"
alt="Cohort analysis in Google Analytics"
src="Cohort analysis in Google Analytics"
/>

Marketing automation platforms can conduct cohort analysis in a more detailed and clear way. In the Altcraft Platform, cohort analysis is available for cohorts of users who have performed an action within a week or a month. You can view user activity in the report by:

- the number of unique clicks;
- the number of unique openings;
- the ratio of unique clicks to openings;
- the ratio of unique openings to sent messages;
- the number of unique clicks to sent messages.

The data is visualised as a graph and a table.

<Img
img="/uploads/cohort_analysis_in_Altcraft_Platform_96135ee4f1.png"
alt="Сohort analysis in Altcraft Platform"
src="Cohort analysis in Altcraft Platform"
/>

## Examples of cohort analysis

Let's analyse some examples of cohort analysis for different metrics.

### Testing the effectiveness of channels

The goal is to determine which channel is the most effective one in terms of attracting new subscribers for your newsletter. We will analyse 3 cohorts by channels of attraction: a pop-up window on the website, Facebook ads, VKontakte affiliate posts. Each cohort is calculated from March 15-30 — a period for the campaign. 3000 users subscribed to the newsletter from all channels. Most of the users (1600) subscribed after seeing Facebook ads. 5 months later, 782 of all subscribers remained active. Let's have a look at the table to analyse all unsubscriptions during this period.

**In the table, you can see the number of users as a percentage by month who continue to open emails.**

<Table>
| **Channel** | **Subscribers** |**April** | **May** | **June** | **July** | **August** |
| ------ | ------ | ------ | ------ |------ | ------ | ------ |
| Pop-up window on the website | 600 | 70% | 65% | 58% | 41% | 37% |
| Facebook ads | 1600 | 65% | 47% | 29% | 15% | 6% |
| VKontakte affiliate posts | 800 | 88% | 76% | 64% | 60% | 58% |
</Table>

Considering only the first results, we could conclude that Facebook advertising was the most effective in attracting subscribers. But it turned out that these users were not interested in the subscription or subscribed by accident. 5 months later, only 6% of these users still opened emails. VKontakte affiliate posts attracted the highest quality audience of all, 58% of subscribers from this channel continued to read the newsletter.

### Calculation of LTV

The goal is to determine the LTV of users who started to use a food delivery app in 2020. Let's consider 3 cohorts - customers who made their first order in January, February or March 2020. We need to analyse their behaviour within 6 months. Then we will calculate ARPU (average revenue per user) for each customer. Calculations are performed in rubles.

<Table>
| **Cohort/first order:** | **1st month** |**2nd mont** | **3d month** | **4th month** | **5th month** | **6th month** |
| ------ | ------ | ------ | ------ |------ | ------ | ------ |
| January 2020 | 3500 | 2500 | 4000 | 2600 | 1500 | 0 |
| February 2020 | 2800 | 3700 | 3200 | 2900 | 0 | 1500 |
| March 2020 | 4500 | 3500 | 1300| 0 | 0 | 0 |
</Table>

LTV is calculated for each cohort separately or for all users at once.

To calculate LTV, keep in mind the following rule: Lifetime is the period from the beginning of your partnership with the client up to its end.

LTV for a cohort is calculated in the simplest way: add up all the ARPU values over the Lifetime of this cohort. LTV for the January cohort — 14100, February — 12600, March — 9300.

Besides, when calculating LTV using cohort analysis, it is important to consider not only numbers but also the situation in which the campaign was held. The table shows that customers spent more money in March 2020. They started to make fewer orders after 4-5 months. On the one hand, we can assume that advertising campaigns in March were the most successful ones because even those people who had used the app before started to make more orders. On the other hand, there was a lockdown in many regions of Russia, so food delivery became a necessity for many people. Then we can explain the decline in activity by the last months with the same advertising campaigns. When the lockdown was lifted, users began to go shopping themselves again. It is not correct to use this data to forecast LTV for other periods because the situation may change.

**Conclusion: when calculating LTV, it is important to consider not only numbers but also the situation in which the campaign was held.**

### Testing

It is necessary to analyse the results obtained after testing the design of a new section of additional orders in the online store. There are two new designs A and B, and also the old one — Old. They form three cohorts. We are going to analyse CTR (click-through rate) of each of the designs within the period from June 5 to July 11. Next, we are going to analyse conversion from each design over the next 3 months.

<Table>
| **Cohort** | **Clicks** |**June** | **July** | **August** |
| ------ | ------ | ------ | ------ |------ |
| Design A | 150 | 20% | 25% | 15% | 
| Design B | 102 | 36% | 29% | 34% | 
| Design Old | 111 | 34% | 30% | 28% | 
</Table>

As a result, design A received more clicks in the first week. However, its conversion rates were lower than those of designs B and Old. Besides, new designs did not show a significant increase in conversion compared to the old one. So we conclude that the concept of both designs is not the most successful one.

## Conclusion

Cohort analysis is a tool that requires preparation. Marketers need to collect a lot of data and understand which metric to investigate now in order to improve business performance in the future. But the costs are worth the result — a deep and detailed understanding of the company's marketing, proper budget allocation, and effective [**data-driven strategies**](data-driven-marketing).

How to evaluate the effectiveness of such campaigns? Consider the time factor and detail your customers according to it.

A Guide to Cohort Analysis: Why is It Important for Marketing.jpg

How to evaluate the effectiveness of complex  campaigns? Consider the time factor and detail your customers according to it. Cohort analysis will help you with this.

A Guide to Cohort Analysis: What is It and How to Conduct It

A Guide to Cohort Analysis: Why is It Important for Marketing

<Img 
img="/uploads/reaktivaciya_podpischikov_b47060c0d9.jpg"
alt="How to Reactivate Inactive Email Subscribers"
/>

About [**333 billion emails**](https://www.statista.com/statistics/456500/daily-number-of-e-mails-worldwide/) are sent every day worldwide, and by 2025 the number will grow to 376 billion. Email is not inferior to messengers and other communication channels. However, users do not read all emails: the average [**Open rate — 25%**](https://knowledgebase.constantcontact.com/articles/KnowledgeBase/5409-average-industry-rates?lang=en_US). A click-through rate, and consequently the number of purchases, is even lower. That's why it is vital to draw the attention of subscribers wisely. Not all customers who receive your newsletter are active users. Some people may simply lose interest in your content. When subscribers do not read the emails, the business loses money — the company wastes marketing budget on newsletters and worsens the [**reputation of its IP address**](how-to-inbox).

The situation is reversible if you carry out reactivation campaigns. In this article, you will learn about reactivation.

## What reactivation emails are and why they are important

<Note>
Reactivation, also known as re-engagement, is a strategy that involves sending out trigger emails to subscribers who have stopped responding to email newsletter: open emails, click the links or purchase products from the newsletter. 
</Note>

Reactivation newsletter revives subscribers who have been «sleeping» for several months. This newsletter does not include «dead» users — those who have subscribed to your newsletter but have never opened your emails.

Subscribers become «sleeping» if they have not been active, on average, between three to nine months. It is important to consider the frequency and interval of newsletters. If you send one email a month, then it is too early to consider your subscriber «sleeping» after three months. The subscriber may have missed the emails.

## Why reactivation emails are necessary

Reactivation of customers returns users to communication with the business, as well as:

- **Increases sales** — discounts, bonuses and other special offers in reactivation campaigns encourage a quick purchase.
- **Saves the budget on email marketing** — the cost of a newsletter depends on the number of addresses in the database, and reactivation deletes unnecessary ones from there.
- **Improves the reputation of the sender** — if many subscribers do not open emails from the same address, the provider considers the sender unreliable. Keeping only active subscribers means preserving the reputation of the address.

## Subscriber reactivation strategy

There are three ways to revive «sleeping» users:

- **Temporary ignoring** — exclude «sleeping» users from the main newsletter, leave a digest or send emails that worked well before the activity stopped. Look at the result: if the user returns, add them to the main newsletter. If the user remains inactive, delete them from the database.
- **The last chance** — send one reactivation email. If the user does not interact with it, delete them from the database.
- **Series of emails** — it is a sequence of emails that depends on the user's reaction. If the user does not respond to one email, send them another and so on.

## Steps to reactivate subscribers

### 1. Determine the causes

Why subscribers «fall asleep»:

- Subscribers are no longer interested in the content of your email newsletter.
- The content does not meet the expectation of subscribers.
- You send too many emails.
- The user changed their email address because of the loss of a previous one or job change (the subscription from a corporate address).
- Your emails are not adapted for mobile devices.
- The user subscribed because of the bonus, not to receive information from the company.

How to find out the reasons: conduct a survey and analyze previous newsletters sent to «sleeping» users.

### 2. Segment the audience

A click-through rate (CTR) of a segmented campaign is [**100% higher**](https://kinsta.com/blog/email-marketing-statistics/) than for campaigns without segmentation. Reactivation is no exception. The types of «sleeping» users differ from each other and require a different approach.

<Table>
| **Type** | **How to reactivate** | **What to offer** |
| ------ | ------ | ------ |
| Do not open emails for N months | Interest the user in a topic, an attractive offer | Survey, discount, secret content |
| Open emails, but do not click the links for several months | Show the value of your content, interest the user in profitable offers | Relevant content, discounts and gifts |
| Open emails, click the links, but do not make purchases for N months | Show the possibility of lost profits | Discount with a limited validity period |
</Table>

Exclude «dead» subscribers from your newsletter immediately. How to delete inactive subscribers: mark those who have never opened your emails. Probable reason — invalid email address or subscription for bonus. «Invalid» means an incorrect or outdated email address, or a spam trap. However, a valid email address may also be «dead» because the user receives emails, but does not open them.

### 3. Set reactivation limits

You cannot remind the customer about yourself forever — it is not profitable and [**your emails will go to spam**](how-to-send-millions-of-emails-and-avoid-spam-filters). However, sending one email is not the most effective way. It is better to send a series of three to five emails.

### 4. Offers for return

- **Offer fewer emails** — update the subscription settings. You can also send a bonus as a thank you for the fact that the user stays with you.

- **Be sentimental.** Describe in your email how you miss the subscriber:

<Img 
img="/uploads/duolingo_sentimentak_email_2550e0d9a0.png"
alt="Sentimental reactivation email"
src="Sentimental reactivation email"
/>

- **Offer an alternative channel to get information.** For example, social networks instead of an email newsletter.

- **Make a unique and time-limited offer**: discount, free consultation, delivery, new product.

<Img 
img="/uploads/specialnoe_predlozhenie_3cfbfacf31.png"
alt="Reactivation email with a unique offer"
src="Reactivation email with a unique offer"
/>

- **Make a joke to make your subscriber laugh** — humour distinguishes your emails from others in the inbox.

<Img 
img="/uploads/semruch_funny_email_6a1272d351.png"
alt="Funny reactivation email"
/>

- **Intrigue your subscriber.** For example, you can use an intriguing subject line, or share something standard or unusual. Use content that you wouldn’t normally use in your niche.

- **Apologize to subscribers.** If you send too many emails and, especially, advertisements, show your subscribers that it is your fault and you will improve the situation. Such a move will increase the loyalty of the audience. There was a technical failure on your website or there were errors in previous emails — apologize for them, too. Even if the subscriber did not notice the error, curiosity may force them to open your email and find out what happened.

- [**Conduct a survey**](/features/forms-and-surveys) — this is a way of reactivation and a tool for collecting analytics on users. It is not necessary to ask only about the quality of the content or ask to rate your company. For example, you can ask your subscribers to tell an interesting story about your service.

<Img 
img="/uploads/shopify_reactivation_email_example_463bee5f8c.png"
alt="Survey Email"
/>

- **Say goodbye radically** — give your subscriber an ultimatum, according to which you will delete them from your mailing list if they do not open this email. *Example of the subject of such an email: «Last warning! 3, 2, 1... before you will be deleted from the database».*

- **If your newsletter includes only advertising, suggest subscribers to change the type of content.** For example, they can receive only new articles from the blog and no advertising.

**Which offer to choose**

One email is unlikely to bring results, so send a series of emails. Each email should correlate with the previous one and express reaction to the user's activity. For example, the user responds to your offer in the first reactivation email and agrees to receive fewer emails. In this case, thank the subscriber and send them a bonus. If the user does not react, send them another email from the series with a new offer.

Example of a series:

1.	Ask questions: «Why don't you answer? Is something wrong?»
2.	Reduce the number of emails: «No more emails, but less... it's up to you».
3.	Special offer: «Come back and get a 50% discount on everything».
4.	Say goodbye: «Goodbye! This is our last email».

### 5. Create email layout design correctly

**Email subject and email preheader** are the most important things in the email newsletter. [**48% of users open emails**](https://optinmonster.com/101-email-subject-lines-your-subscribers-cant-resist) only because of the subject. At the same time 69% of recipients move emails to spam if they do not like the subject. Be creative and as brief as possible, then there are more chances of successful reactivation.

Let's take a look at a few examples:

- Manicube: “*Don’t Open This Email*”
- TicTail: “Boom shakalak! Let’s get started.”
- Digital Marketer: “Steal these email templates…”
- Envira: “I’m deleting your Envira account”
- Vivino: “We are not gonna Give Up on You!”

**Design and text of the email** also matter and determine whether the user will finish reading your offer. Logical structure with semantic blocks, brevity (few people like long reads), neat layout — consider all the details.

**Personalization of newsletters.** Show the subscriber that they are important to you — use their name, create a [**personal promo code**](how-to-use-promo-codes-for-business) and/or a list of products based on previous purchases.

**Add a CTA button** with a simple action. If the user opens your email after months of being inactive, it shows that reactivation is working. However, the purpose of the business is to sell, so do not forget about a CTA button to motivate users to buy.

### 6. Test the options

Reactivation emails are a non-standard newsletter, so look for what is effective here. Do not send the same emails to everyone. Divide «sleeping» subscribers into groups within segments (500-5000 contacts) and test different options of email subjects, design, text, CTA buttons.

## Common Mistakes in Reactivation Emails

- **Identical emails.** Just sending ten identical emails to the user is a failed strategy that resembles ordinary spam.

- **Too many reminders of yourself.** It is more likely to irritate the user rather than lead to their return. Do not exceed the limit of three to five reactivation emails and delete users who have not returned.

- **Newsletter without [**segmentation**](how-to-build-an-email-database).** Do not send identical offers to everyone. For example, why offer the user to go to a social network if they click the links in your emails but do not buy? The user has problems with the product rather than with the communication channel. Offer a discount or special purchase conditions.

- **Sending out your newsletter to «dead» subscribers.** Accept it — those users who have never opened your emails are unlikely to revive. You will simply waste your resources and budget and ruin the reputation of your address.

## How to avoid the need for reactivation

**Steps to take to keep subscribers «awake»:**

- **Analyze your newsletters and audience**, react if subscribers do not like some emails, get rid of ineffective subjects, texts, designs and CTA buttons that are least clicked on. Study requests of customers, respond to them in your newsletters, then your emails will always remain relevant.

- **Keep track of the subscriber's life cycle** and predict the moment of «falling asleep» — conduct analytics on newletters. If you know that, on average, subscribers stop being active after three months, send an email that gives a discount or grants access to secret content in advance.

- **Keep in touch with the users from the moment they subscribe** — create a series of welcome emails that will show your subscribers that they are important to you. Personalize your newsletter, make individual lists of products and content according to the user's interests, ask for an opinion about your content.

- **Do not send too many emails.** Even the most loyal subscribers can unsubscribe because of it.

## Conclusion

Reactivation is a campaign for inactive subscribers who have not opened your emails, clicked the links and purchased anything for about three to nine months. Reactivation campaigns aim to win back these subscribers.

Reactivation newsletter is carried out after finding out the reasons for subscriber inactivity and segmentation of the audience. The most successful strategy is to send a series of emails connected to each other (no more than five emails).

If the user does not react to the reactivation series, delete them from the database. It is pointless to keep «sleeping» subscribers because it is a waste of the marketing budget. Besides, it damages the reputation of the sender's IP address.


Read about what reactivation emails are and how to use them. Learn about the most common subscriber reactivation mistakes.

How to Reactivate Inactive Email Subscribers.jpg

Reactivation is a campaign for inactive subscribers who have not opened your emails, clicked the links and purchased anything for about three to nine months.

Reactivation of “Sleeping” Subscribers: What Emails to Send

How to Reactivate Inactive Email Subscribers

<Img
img="/uploads/influencer_marketing_e4e8fafe8f.jpg"
alt="Influencer marketing"
/> 

Influencer marketing is on the rise. From 2016 to 2020, investment in this type of marketing increased from $1.7 billion to $9.7 billion. Such brand trust proves that influencer promotion works. Let’s try to figure out what influencer marketing is and how to build a strategy for working with influencers and track the result correctly.

## What is Influencer Marketing

Influencer Marketing is promoting products or services through opinion leaders, or influencers. An influencer is not only a celebrity but also a blogger, an expert in his field, who runs social media. You don't need to have a million followers to become an influencer.

The effectiveness of influencer marketing does not depend on the number of subscribersю The engagement of the audience in the influencer's content — that’s what matters. Now people trust small bloggers whose audience does not exceed 3000 subscribers, more than large ones. Why? There are no strangers and you can feel free.

By audience size, influencers are divided into several groups:

- nano-influencers — 1,000 followers or less;
- micro-influencers — 1,000 – 100,000 followers;
- macro-influencers — 100,000 – 1 million followers;
- mega-influencers — more than 1 million followers.

The difference between influencer marketing and direct advertising in a native way. Product promotion doesn't look like advertising. From the point of view of the subscriber, a blogger is just a friend who recommends what he likes: products, places, entertainment. Advertising becomes part of the content, and the audience perceives it loyally. The influencer knows his audience well — he knows what topics subscribers like, so his account is a ready-made channel for communication and promotion on social media.

## Influencer Marketing Campaign Types

**Direct** recommendation is a call to follow a link or take a desired action.

**Review** is a detailed description of your product, or several products along with yours to make it look more natural.

**Product placement** is a technique where the brand is mentioned natively in a frame. Bloggers took this technique from the cinema industry. Remember what brand of sneakers Marty McFly wore in the second part of the trilogy? That's right, it was Nike!

**Unboxing** is a format when an influencer receives a product from you to test it out in front of his audience.

**Giveaway**  — contests on Instagram. You supply bloggers with your product or service and he promises to give this present to the followers who subscribe to his sponsors.

<Img
img="/uploads/giveaway_9bc7a81966.png"
alt="use giveaways on Instagram"
src="Lifebox Food and Punks and Chancers use giveaways on Instagram"
/>

## Influencer Marketing Strategy

Influencer promotion is a type of social media marketing, and proper marketing is impossible without a strategy. You can't just pick the most popular blogger and invite him to promote your brand. Even if an influencer has a million followers, the return will be minimal if his audience does not suit you. To start social media promotion through influencers, find the influencers in your niche, set the budget and goals of your campaign.

### 1. Find influencers and decide on the payment

It is easy to find a blogger with a suitable audience if you deal, for example, with beauty topics. For complex technical products, you will have to spend more time searching.

Three ways to find an influencer in your niche:

- Use special services. Look for bloggers on the topic you need through paid platforms: [**Epicstars**](https://ru.epicstars.com/), [**GetBlogger**](https://getblogger.ru/), [**LabelUp**](https://labelup.ru/), [**Adlab.io**](https://adlab.io/), [**Easyprbot**](https://easyprbot.com/#/reviews/), [**Efir.io**](https://efir.io/ru), [**trendHERO**](https://trendhero.io/ru/). These tools provide topics, account statistics, and ad prices.
- Blogger agencies. For example, [**Feedstars**](http://feedstars.ru/), [**Blogger Brand**](https://bloggerbrand.ru/) can help you select the influencer that suits you, but you’ll have to pay a commission for the service.
- Search yourself in thematic communities and specialized media or in the list of speakers at conferences. It is not the fastest option, but cheap.  

The advantage of cooperation with influencers is the ability to work on a barter basis. Usually, micro-influencers with a small number of subscribers agree to such conditions.

**Check influencers**

Not all bloggers are really popular. In fact, their audience may not be real.

Social media promotion is also a "dark" method that creates the appearance of success and misleads advertisers: bot followers, fake likes, bought comments. The platforms try to struggle with cheating, but it’s not always effective. That’s why before collaborating with an influencer, you should check it yourself.

- Boost subscribers, likes and comments

There are 10 thousand subscribers, but only 20 likes on the post. Looks suspicious, doesn’t it? Perhaps most account followers are bots. A lot of inane comments — “awesome content", "nice", and just emoji are also signs of cheating. How to check if you are looking at the account that employs bots? Use [**Panda Rank**](https://pandarank.com/ru/), [**LiveDune**](https://livedune.ru/), [**Hype Auditor**](https://hypeauditor.com/en/), [**FakeLikeInfo**](http://fakelikeinfo.ru/) and other services.

- Audience engagement

The normal engagement rate is 8-10%. When the indicator is lower, subscribers are not interested in the content. If the percentage is higher, it’s time to suspect cheating. The exception is peak situational moments of popularity growth.

For example, before the participation of the Italian group Måneskin in Eurovision 2021, there were no more than 3 thousand comments on the posts in their account. During the competition, the number increased to 10 thousand. On the publication with the winning award, subscribers left a record 27 thousand comments.

### 2. Assess the risks of working with bloggers

Influencers are non-professional advertisers. Some of them do not even understand what social media marketing is. In most cases, the audience liked their content because it appeared at the right time. Not everyone is good at advertising. What could go wrong?

Just because an influencer's content is successful doesn’t mean the ads for your brand will be the same. Before offering, find previous advertisers and ask them for [**feedback**](how-to-use-customer-feedback-to-increase-sales) on working with the blogger, see other ads that were made by this blogger. Ask yourself if you are satisfied with its quality.

How to avoid mistakes? Set a clear task and agree on the approval of advertising before publication, provide additional materials and examples. But don't write a detailed script. Let the blogger do his things. His audience subscribed to his content. If he goes along with the script, like a puppet, the followers will notice it. They are unlikely to be happy.

### 3. Set your budget and stick to it

Some influencers can ask for a payment over your budget. In this case, offer barter plus payment or percentage of sales. But don't overestimate the influencer. Expensive is not always good. Remember, sometimes several micro-influencers are better than one macro-influencer. 

One ad integration with a very famous blogger will have a short-term effect — people look and forget. With several bloggers, you can test different ad formats and create the effect of your brand's presence everywhere. That’s how RICHE did this on Instagram.

<Img
img="/uploads/influencer_marketing_richecosmetics_13967dd424.jpg"
alt="Advertising campaign of the brand on Instagram"
src="RICHE advertising campaign on Instagram"
/>

How much does social media influencer marketing cost?

- The unspoken industry rule is $100 per 10,000 followers
- Another way is to count based on actual engagement: likes, comments, shares. Influencers that follow this pricing model charge $250 to $750 per 1000 engagement, on average.

Of course, any division is conditional, and the real price may differ from the general rules.

### 4. Set promotion goals

Promotion is a process that should always start with goals. Why do you need Influencers? What kind of result do you expect from them?

Possible options for the goals of influencer marketing:

- [**Brand awareness**](povyshayem-uznavayemost-brend-ustanavlivayem-avatar-email-otpravitelya) — more people will know about your product and not confuse it with another.
- More sales — increasing in units sold during the campaign.
- Increasing [**brand loyalty**](customer-loyalty) — the number of people who trust your brand speak positively about it.
- Engaging your audience in your content. A blogger can advertise not a product, but your resources and useful guides and other materials, which will later lead to a purchase.
- Increasing the number of subscribers in your social media accounts.

### 5. Track influencer campaigns

Assessing the effectiveness of influencer marketing depends on your goal.

**How to evaluate sales:**

- Give a unique [**promotional code**](/features/loyalty-programs) to an influencer. This way, you will find out how many purchases his audience made.

<Img
img="/uploads/promo_code_173d9a13fd.jpg"
alt="Promocode on Instagram from bloggers"
/>

- Use UTM in the link to track not only the fact of the sale but also the movement along the conversion funnel: from clicking on the blogger's link to actions in the cart of the online store. Such an analytics tool as  [**Google Analytics**](https://analytics.google.com/analytics/web/provision/#/provision) will help you.
- Ask the influences for statistics, but you need to be sure of his honesty.

**How to track results on other goals:**

- Brand awareness can be measured by the number of searches in search engines for your brand, such as  [**Google Trends**](https://trends.google.ru/trends/?geo=RU). Compare results before, during and after the campaign.
- If it comes to track brand loyalty, you should measure the number and tone of comments on your publications and the blogger's post, or compare the ratio of likes and dislikes on YouTube.
- Audience engagement and retention is counted by the change in the number of likes, reposts and content shares during the campaign. For videos on Youtube, you can check how many people keep watching the video at the moment of advertising. If there is no fall, the audience accepts the advertisement positively.
- If you want to know how the number of subscribers is changing in your accounts, calculate the dynamics before and after the campaign and estimate how much you spent to get a customer.

## Conclusion

Influencer Marketing is an effective tool for brand promotion, but it is not a magic pill. The blogger does not give a guarantee of the result and may get out of your control, for example, to advertise not in the way you expect or even damage the company's reputation. Therefore, preparation is important — build a strategy, study the statistics and reputation of the influencer. Remember, you are going to make that person the face of your brand for the duration of the campaign.

We talk in detail about Influencer Marketing: what it is and how to build a strategy for working with influencers

influencer marketing.jpg

We will tell you what influencer marketing is and how it helps companies to promote.

What is Influencer Marketing and How to Use It for You Business

Influencer Marketing: How to Build Your Strategy

uzum-case.png

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

bnb-bank-kejs-v-menyu.png

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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