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<Img img="/uploads/how_rustore_increased_app_downloads_e0c6036635.png" alt="how-rustore-increased-app-downloads.png" />

RuStore is an app store for Android, Harmony OS, and Aurora OS, launched in May 2022. It offers a full infrastructure for users and developers, including the ability to download and pay for apps and games unavailable on foreign marketplaces.
Since January 2024, RuStore has been using Altcraft's platform tools. In this article, we’ll share the strategies that led to positive results.

## Challenges and Objectives 

Despite successfully attracting users, RuStore faced a key issue: most users were only downloading one app. This conflicted with RuStore’s goal of building a deep funnel—from downloading the store itself to installing multiple apps. To achieve this, it was crucial to reshape the perception of RuStore and increase user engagement.

### Main Challenges:

- **User Retention.** RuStore was mainly seen as a store for banking services and government apps, even though it also offered other apps, including international ones.
- **Market Competition.** Competing app stores had the advantage of being pre-installed on their own devices, making competition tougher.

Before RuStore, there had been no app store of this scale in Russia. Additionally, the lack of its own devices and a centralized data repository made configuring permissions more difficult for RuStore’s operation.

To tackle these challenges, it was necessary to rethink the approach to audience engagement and clearly communicate RuStore’s value.

### Objectives:

RuStore faced three key objectives:

- Retain users’ attention.

- Create a centralized data repository.

- Inform users that RuStore offers a wide variety of global apps and games.

The solution was the integration of a [**CDP platform**](https://altcraft.com/features/cdp), which enabled RuStore to:

- Collect and organize all data in one place.

- Build detailed user profiles.

- Track audience behavior and analyze user preferences.

- Launch [**marketing campaigns**](https://altcraft.com/features/omni-channel-marketing) across multiple channels.

- Experiment with different message formats to improve effectiveness.

- Integrate VK Messenger and their own push notification service.

- Ensure compliance with high security standards.


## Why RuStore Chose the Altcraft Platform

After evaluating the available options, RuStore chose Altcraft. The platform met all of their key criteria:

- On-premise deployment to ensure high-level data protection.

- Compatibility with their internal push notification service and support for sending messages via VK Messenger.

- Full compliance with security standards and government procurement regulations.

- Advanced functionality, including efficient database management, user profile creation, and multi-channel campaign execution.

Thanks to the implementation of [**Altcraft CDP**](https://altcraft.com) RuStore was able to solve critical marketing challenges and quickly adapt to changes in the market.

## What Was Done and What Results Were Achieved

**Launching Campaigns.** After integrating the platform, the team began launching targeted messaging campaigns based on user data analysis. They identified specific audience segments, such as moms and gamers, to fine-tune the campaigns. Additionally, analysis showed that users who had already installed banking services were more likely to download other apps as well—insight that helped adjust their promotion strategy.

**Types of Campaigns.** Two types of campaigns were used: short messages and more detailed ones. They contained information about the most popular apps and the capabilities of the RuStore platform. Email and push notifications were used to deliver the messages.

**Customer Retention Efforts.** In parallel, work was done to address user churn. With the help of analysts, they identified segments of users who were leaving and launched campaigns to win them back.

**Push Notifications About New Releases.** Regular push notifications were sent with updates about new content in the store. Special attention was given to games, as they were the most popular app category.

### Results:

- Users who opened the messages **downloaded 30% more apps.** 

- They also **updated their apps 20% more often** than those who didn’t open the messages.

- The marketing analytics team conducted research to identify churned users. By launching [**targeted campaigns**](https://altcraft.com/glossary/targeted-mailing-what-it-is-for-and-where-to-imply-it) aimed at bringing them back, they were able to **recover over 1 million users**.

- Thanks to the active use of direct communications in 2024, the number of app and game downloads among users who received email campaigns **increased by 235% when comparing Q2–Q3 to Q4 2024**.

- More than **430 campaigns** were launched for various audience segments, reaching a total of **46 million users** through direct communication.

 
<Img img="/uploads/kolichestvo_ustanovok_rustore_abf71edd71.png" alt="RuStore case: app downloads" src="App downloads among recipients" />
 

## Conclusion
The solutions provided by Altcraft played a key role in RuStore’s growth. The platform helped establish effective user engagement, boost activity, and bring back a significant number of lost users. This not only allowed RuStore to adapt to new market conditions but also laid a solid foundation for further growth and scaling.
RuStore will continue its collaboration with Altcraft to enhance the service and improve user experience.

This article explains how Altcraft’s solutions helped RuStore strengthen user engagement, boost activity, and win back lost customers.

how-rustore-increased-app-downloads.png

Learn how Altcraft’s solutions helped RuStore strengthen user engagement, boost activity, and win back lost customers.

RuStore: 235% Increase in App Downloads

How RuStore Increased App Downloads by 235%

<Video url="https://www.youtube.com/embed/-DjwZMPlYs8?si=WdJmW2pPfT3ig2S6" />

Businesses can no longer rely solely on newsletters, social media, or advertisements—customers expect a personalized approach and a seamless experience across all channels. When marketing tools are not integrated, customers receive inconsistent messages, and businesses miss out on sales.

An omnichannel marketing platform solves this problem by uniting all channels and tools into a single system. It allows businesses to manage customer communications, automate processes, set up personalized campaigns, and increase conversion rates without overburdening the team.

Let’s explore why OMMP (Omnichannel Marketing Platform) and omnichannel marketing are not just trends, but a real necessity for businesses that want to grow.

## What is Omnichannel Marketing?

Many companies use several services: one for email newsletters, another for SMS, a third for push notifications, and a fourth for ads. But when these tools work separately, marketing becomes chaotic.

Omnichannel marketing is a strategy where a business creates a unified, consistent interaction with customers across all channels—from the website and email newsletters to social media and messaging apps. Unlike a multichannel approach, where channels operate separately from each other, [**omnichannel marketing**](https://altcraft.com/blog/omnichannel-and-multichannel-marketing) ensures a cohesive customer experience:

- **Messages are consistent.** The customer won’t receive conflicting offers in their email and messaging app, and after a support call, they won’t get irrelevant promotional emails.

- **Data is unified.** User information is collected from all channels into one system, enabling businesses to better tailor communications and not lose track of contacts.

- **Personalization works better.** If a person has shown interest in a product on the website, a relevant offer can be shown in ads or a trigger email sent, rather than hoping the customer will return on their own.


Without an omnichannel approach, marketing loses its effectiveness: customers see disjointed messages, receive irrelevant offers, and leave for competitors.

<Note> 
How can you ensure that users only receive messages that are truly relevant to them? The solution is [Altcraft](https://altcraft.com/features/personalization). This platform helps set up a personalized approach for each customer, increasing engagement and boosting conversion rates. Create personalized experiences, strengthen relationships with your audience, and encourage repeat purchases. With Altcraft, customers will return to you again and again. Learn more [here](https://altcraft.com/en/request). 
</Note>

## What is an Omnichannel Marketing Platform?

An omnichannel marketing platform is a tool that integrates all customer interaction channels into a single system.

OMMP is the answer to the major challenges in marketing. If a business aims to grow and wants to avoid losing customers due to fragmented communication, a unified platform is not just an option but a real necessity.

### What Does an Omnichannel Platform Offer?

**Integration of online and offline channels.** Customers do not differentiate between digital and traditional touchpoints—they see them as one unified space for interacting with the brand. They can start a conversation on a social media platform, place an order on the website, and complete the purchase in an offline store. If a business does not track this entire journey, it misses opportunities for personalized interaction and customer loyalty.

<Note> 
**How can you understand the journey a customer takes?** Find out [here](https://altcraft.com/blog/developing-a-customer-journey-map-with-unspecified-needs). 
</Note>

The omnichannel platform integrates digital and even offline channels to create a complete customer profile. This allows businesses not only to offer relevant products and services but also to analyze which combinations of channels work best. For example, if a person visits a store after viewing an ad and having a conversation with a manager in a messaging app, this can be seen in the system.

**Omnichannel communications in a single interface.** The more interaction channels a business has, the more difficult it becomes to manage them. Without a unified platform, businesses have to deal with dozens of interfaces, set up integrations, and monitor data accuracy. This creates additional strain on the team and increases the risk of errors.

With OMMP, it’s much simpler: marketers work in one interface, where they can see which campaigns are running, how they are connected, and how different audiences are responding. This saves time and reduces the costs of maintaining a complex infrastructure.

<Baner
 title='Omnichannel Marketing — Your Real Path to Growth!'
 desc='To create the perfect marketing strategy, use Altcraft.'
 theme='light'
 btn_title='Sign Up for a Demo'
 background_color='linear-gradient(92.74deg, #3583FF -36.98%, #4A2DFF 50.34%, #790FFF 123.51%)'
 href='/ru/setupDemo/' />
 
**Marketing Automation and Personalization.** Traditional mass mailings and advertising campaigns are gradually becoming a thing of the past—customers expect a personalized approach. But if everything is set up manually, marketing teams simply won’t be able to handle the volume of work.

With an omnichannel platform, you can automate complex scenarios and tailor communication for each customer. For example, you can build an interaction chain that considers where and when the user responded to an ad, which products they viewed, and what they previously purchased. This not only saves time but also helps achieve better marketing results.

**Optimization of Marketing Team Operations.** Without a unified platform, the marketing team has to coordinate the use of many tools, check for message duplication, and manually consolidate analytics. This not only slows down work but also makes testing new hypotheses more difficult.

With an OMMP, marketers can focus on strategy rather than routine tasks. The entire system works synchronously: reports are generated automatically, and campaigns can be managed with just a few clicks. This is especially important for a fast-growing business.

**Increase in Conversion and Efficiency.** When marketing operates as a unified system rather than a fragmented set of actions, businesses see tangible results:

- **Conversions increase** because the customer receives personalized offers at the right time and in the most convenient format.

- **The marketing budget** is spent more wisely, as it is easy to track which channels are actually leading to sales.

- **Marketing management** costs decrease because the team works on a single platform rather than being spread across dozens of services.

<Note>
How can you send newsletters exactly when the customer expects them? The [ML module](https://altcraft.com/features/personalization) from Altcraft can help. Thanks to its algorithms, the subscriber will receive the message at the moment when the likelihood of them reading it is at its highest.
</Note>

## Which Channels Are Unified by an Omnichannel Marketing Platform?

The main value of an omnichannel platform is not just the presence of multiple channels, but their integration into a single system. The key is not that a business can send messages via email, push notifications, or messaging apps (many services can do this), but that all channels work in harmony.

**Here are the main channels that OMMP integrates:**

**1.** **Email.**

The classic of marketing communications. In an omnichannel system, email becomes more than just a “newsletter to the database” — it becomes part of a personalized strategy. Emails are sent at the right moment: after viewing a product, abandoning a purchase, or when the order status changes.

**2.** **Messaging App Newsletters.**

When speed of delivery is crucial, email can be outpaced by messaging apps. For example, a promo code with a limited validity period, a reminder for an appointment, or a delivery status update is better sent through a messaging app.

**3.** **Push Notifications (Web and Mobile).**

Quick messages that prompt users to take action: complete a purchase, return to the service, or take advantage of a promotion. Push notifications help stay connected even when the customer hasn’t opened the app or website.

The key is not to overdo it: if push notifications are too intrusive, users may disable them. The optimal approach is personalized communication and testing the frequency of messages.

**4.** **SMS Messages.**

SMS messages typically have very high open rates, making them an essential channel for urgent notifications. These are perfect for order status updates, booking confirmations, and important reminders. However, SMS should be used wisely: they must be concise, useful, and relevant. No one likes to receive advertising spam in personal messages.

**5.** **Custom Channels: Solutions for Specific Tasks.**

Some businesses need custom communication channels, such as corporate messengers, notification systems in user dashboards, or specialized platforms for internal communications. The Altcraft CDP easily adapts to such custom solutions, providing seamless integration.

**Why is it important that all these channels are connected?**

If a customer starts interacting with the brand on one channel but does not complete the action, OMMP picks them up on another. For example:

- A person views a product in the app but doesn’t purchase → 30 minutes later, they receive a push notification as a reminder.

- No response? The next day, they receive an email with a selection of similar products.

These steps are not done manually, but automatically, based on customer data and their response. This is the key distinction between an omnichannel platform and a simple collection of separate tools.

## How to Choose an Omnichannel Platform: Key Criteria

Choosing an Omnichannel Platform is not just a matter of convenience but a guarantee of quality marketing. If the system does not integrate data, does not support necessary channels, or is difficult to use, it will lead to communication chaos and unnecessary expenses. Here's what you should pay attention to:

**1.** **All customer data in one place.** It is important for the platform to collect information from all necessary sources. This way, you will be able to see the complete picture of customer behavior and create personalized scenarios. In Altcraft, data is unified into a single profile, which means no fragmented databases and missed contacts.
 
 <Img img="/uploads/customer_profile_1a5a91bb14.png" alt="customer-profile.png" src="Unified customer profile" />

**2.** **Support for all necessary channels.** Email, push notifications, messaging apps, SMS — the more channels you connect, the more effective your strategy will be. The key is that communications are truly integrated, not working separately. With Altcraft, you can set up automatic chains where each step depends on the customer's reaction.

<Img img="/uploads/automation_of_scenarios_860a1bf913.png" alt="automation-of-scenarios.png" src="Automation of scenarios" /> 

**3.** **Marketing personalization.** The OMMP should not only send messages but also tailor them to audience behavior. Segmentation, personalized offers, promo codes — all of this should be set up with just a few clicks.
 
<Img img="/uploads/profile_segmentation_f8316e2efe.png" alt="profile-segmentation.png" src="Profile segmentation" />

**4.** **A/B/n and MVT testing.** To make marketing work, hypotheses need to be tested. It’s important that the platform allows you to test different versions of emails, push notifications, and SMS, selecting the best option based on data rather than intuition.
 
<Img img="/uploads/multivariate_testing_91ccef2c09.png" alt="multivariate-testing.png" src="Multivariate testing" />

**5.** **Flexible analytics.** Without detailed analytics, it’s impossible to understand what works and what doesn’t. A good platform should show conversion rates, ROI, engagement, and allow exporting reports tailored to the business's needs.
 
<Img img="/uploads/detailed_analytics_58d0fcf1a0.png" alt="detailed-analytics.png" src="Detailed analytics" />

**6.** **Convenience and integrations.** The easier it is to work with the platform, the faster the team can launch campaigns. It’s important that the interface is intuitive, and the system easily integrates with your existing services.

[**Altcraft**](https://altcraft.com/) covers all these tasks — it’s not just a tool for sending messages, but a complete marketing management center where everything is at hand.

## Conclusion

An omnichannel marketing platform is not a trendy novelty but a necessity for businesses that want to grow and build meaningful relationships with customers. Fragmented channels no longer work: the audience expects personalization, convenient communications, and quick responses.

An omnichannel approach allows you to unite all touchpoints, automate marketing, and work with customers on a new level — without chaos, missed requests, or failed campaigns. It’s not just about convenience but direct benefits: increased conversion, reduced costs, and enhanced loyalty.

If marketing for you is not just a set of random tactics but a strategy for long-term growth, omnichannel marketing will be its foundation.

In this article, we will explore why OMMP and omnichannel marketing are not just trends, but a real necessity for businesses that want to grow.

marketing-platform.png

Why OMMP and omnichannel marketing are not just trends, but a real necessity for businesses that want to grow.

Omnichannel Marketing Platform

Omnichannel Marketing Platform: Why It's a Must-Have for Business

<Video
url="https://www.youtube.com/embed/35IZi_lZ-pQ?si=WmashfAeDC4ikHdB"
/>

Ordinary newsletters no longer surprise anyone, so we decided to try a new format — an [**AMP email**](https://pixcraft.io/blog/what-amp-emails-are-and-how-they-are-changing-email-marketing) with an embedded mini-game. Right in the email, you can play "Snake" — navigate out of a maze while collecting the key to the exit along the way.

In this article, we will tell you how we came up with this idea, what challenges we faced, and how we implemented the interactive element so that it works directly in the email client.
 
 <Img
img="/uploads/altcraft_email_game_a5d8d90c1d.jpg"
alt="The Altcraft team invites you to play a fun game"
/>

## How we came up with the idea to add a game to the email

Interactive elements in newsletters have long been a trend, but they are usually limited to surveys, buttons, or image carousels. We wanted to create something more unusual, something that would truly grab attention and surprise our subscribers. That’s how the idea of adding a mini-game to the email was born.

Why did we choose "Snake" specifically? There are several reasons for this. First, it’s a game that many people remember from childhood. It’s simple, easy to understand, and evokes a pleasant sense of nostalgia.

Second, "Snake" is a perfect fit for AMP emails, where it’s important to strike a balance between engaging content and technical feasibility. The game doesn’t require complex graphics or powerful resources, which allowed us to focus on adapting it for email clients. Additionally, we wanted to create something that would spark emotions in users — because an email that leaves an impression can already be considered a success.

Third, the snake is the symbol of 2025 according to the Chinese zodiac, which gives the game an extra layer of meaning.

And finally, the deciding factor was that, as a child, our editor-in-chief never got a Tetris for New Year's — so now he finally has the chance to play to his heart’s content.

<Note>
By the way, what should businesses do in the year of the Green Snake to outpace the competition? Read [**here**](https://altcraft.com/blog/the-green-snake) — we’ll talk about the marketing challenges of 2025 (with a slight astrological twist).
</Note>

We started with a brainstorming session to come up with an interactive element that could be easily embedded in an AMP email. It was important to us that this element worked quickly, was intuitive, and didn’t require extra actions from the user, such as navigating to external websites. Everything had to work right inside the email so that the user could jump into the experience effortlessly. Soon, the first sketches of the newsletter’s main "character" began to take shape.

<Img
img="/uploads/email_game_5a1c49ff3a.jpg"
alt="Mascot of Altcraft New Year gamification in email"
/> 

Next, we had to design the playing field for our "Snake." We chose a classic maze. But simply reaching the exit wasn’t the most challenging task, so we added an extra condition: a key appeared on the field, and the player had to collect it in order to escape the maze.

Then, we carefully studied the limitations and capabilities of AMP for email. This was a crucial step because what works on regular web pages doesn’t always work in AMP emails. We tested how our interactive element would display in popular email services. This helped us ensure that most users would see the email exactly as we intended — without distortions or errors.

"Snake" turned out to be the perfect solution for several reasons. First, it has a simple and familiar mechanic: arrow key controls, instant response to user actions, and minimalist graphics. Second, it was easy to adapt to the AMP format without losing quality or functionality. Additionally, "Snake" requires minimal data, which is essential for fast email loading, even on slow connections. This is especially relevant for users who check their email on mobile devices.
 
<Img 
img="/uploads/altcraft_letter_template_c022b4f783.jpg" 
alt=""Hit the Start button and begin playing the game" 
/> 

## How we embedded the game in the newsletter

We started by adapting the mechanics of "Snake" for AMP in email. This format imposes certain restrictions on interactive features, so we had to build the game using only the available AMP components. With these components, we were able to manage the game state and process player actions, such as key presses.

To ensure that users immediately understood how to play, we added a simple text hint: "Control the snake using these buttons." This helped avoid confusion, especially for those who had never encountered interactive emails before.

<Img
img="/uploads/email_buttons_70452eb347.jpg"
alt="Control the Snake using the buttons"
/> 

## How we made the game work on most devices

AMP support varies across email clients. For example, Gmail displayed the email with the game without any issues, while Outlook and some other clients didn’t support AMP at all. To ensure that these subscribers could also play "Snake," we created a fallback option with a banner that prompted them to open the web version.

<Note>
How do AMP emails work? How can you send them? Read our article "[AMP Emails: What They Are, Their Types, Why Required](https://altcraft.com/blog/amp-emails-what-they-are-their-types-why-required)."
</Note>

We made the game controls universal — using on-screen buttons. This approach works for both mobile devices and computers. However, we had to carefully adjust the size and placement of the buttons to make them intuitive and convenient for everyone. On mobile devices, the buttons had to be large enough to tap easily but not so big that they took up half the screen, ensuring that the game field remained visible.

To create the email, we used [**Pixcraft**](https://pixcraft.io/en) — an intuitive email builder that allows for quick assembly of interactive AMP newsletters. This tool is especially useful when integrating non-standard elements without deep programming knowledge. The builder automatically accounts for AMP restrictions, helping to avoid errors and compatibility issues with email clients. Pixcraft saves development time and lets you focus on the creative aspects rather than the technical details.

## What we achieved in the end

The email delivered excellent results: 37% open rate, 34% of users launched the game, and 27% successfully completed it. Additionally, [**CTR**](https://altcraft.com/glossary/ctr-what-it-is-and-how-high-it-should-be) increased by 27% compared to a regular newsletter. Nearly a third of users not only started playing but made it to the end. This indicates that the game was engaging and its mechanics were simple and intuitive.

From this project, we drew several important conclusions. First, unusual elements like games can be a great way to capture attention, but only if they are seamlessly integrated into the email. Second, there must always be a backup plan for users whose email clients do not support AMP. In our case, this was a banner with an "Open in browser" button that led to the web version of the game. And, of course, mobile devices should never be overlooked — everything must load quickly and display correctly.

## Conclusion

The experiment with an interactive AMP email delivered great results. Users appreciated the game, which was reflected in the metrics: an increase in clicks and time spent in the email.

We ensured compatibility with email clients, optimized everything for mobile devices, and prepared a fallback option for those who don’t support AMP. Our plan is to further develop these formats to make newsletters even more engaging and effective.

If you missed our New Year’s game, you still have a chance to play — click [**here**](https://cases.pixcraft.io/altcraft/2025_en/)!

Our AMP email game boosted engagement, increasing clicks and time spent. We ensured compatibility and plan to expand interactive formats.

zmeyka-altcraft.png

About what challenges we faced, and how we implemented the interactive element so that it works directly in the email client.

Snake: Gamification within the New Year Newslettering

How We Embedded a Game in an Email and Increased CTR by 27%

<Video
url="https://www.youtube.com/embed/IyRlDVpATVw?si=IXfpCL5-OWgI5pd2"
/>

Altcraft Platform is actively growing and improving to meet user needs and market demands. In this article, we will discuss key updates that have been implemented recently. These include the introduction of global control groups, enhancements to mass operation functionality, the ability to conduct NPS surveys through forms, and more.

Let’s take a closer look at how these changes improve the convenience and functionality of the platform.

## Global control groups

<Img
img="/uploads/global_control_groups_38c3b351ed.png"
alt="Global control groups"
/>
 
 Now the platform offers the ability to create global control groups. These groups represent a portion of the customer base that is temporarily excluded from receiving marketing communications. The main goal of this approach is to objectively assess the impact of marketing campaigns on key performance indicators.

The process of using global control groups is simple: a marketer selects a segment of customers to exclude from communications and, after a certain period, compares their metrics with those of the main audience. If the results of both groups are similar, it indicates low effectiveness of the current strategy, serving as a basis for its review and improvement.

The advantage of global control groups lies in their versatility: the method works for any type of campaign, whether it’s newsletters, promotions, or personalized offers. This tool allows marketers to:

- Objectively evaluate results. 
- Optimize budgets by avoiding spending on ineffective strategies. 
- Identify and enhance the elements that truly work. 
- Increase conversion rates by using more targeted approaches.

We use two methods to form global control groups:

- **Random distribution.** The system randomly determines who will be in the main group receiving communications and who will be in the control group. 
- **Upload from a file.** In this case, profiles are taken from an external database. For example, the group can be formed using [**machine learning**](https://altcraft.com/blog/ml-best-send-time) based on specific calculations.

### Configuration features:

- The size of the control group can be adjusted, with a maximum limit of 25%. 
- When using random distribution, rotation (recalculation) is available. This prevents the same subscribers from staying in the same group for an extended period, reducing the risk of their complete exclusion from communications and helping to minimize churn. 
- A setting to prevent repeated inclusion is available. This means that during rotation, the same profile will not be placed in the group again. 
- An option to exclude the control group from important messages (e.g., transactional or notification messages) ensures these are delivered to all users. 

Learn more about how to configure global control groups [**here**](https://guides.altcraft.com/en/user-guide/profiles-and-databases/gcg/).

## Enhanced bulk operations

Bulk operations help speed up routine tasks and optimize work with large datasets, which is especially important for marketers and analysts.

We continue to enhance the functionality of bulk operations in Altcraft Platform to make data management even more convenient. In the previous release, we introduced the first version of a tool that allows users to streamline work with certain entities. The new improvements significantly expand the functionality, offering more options for managing various elements.

### What’s new:

Bulk operations are now available for the following entities:

- **Pixels:** grouping, moving to trash.
- **Scenarios:** activation, deactivation, moving to trash.
- **Templates:** transitioning between drafts and finalized versions.
- **Integrations:** activation and deactivation.
- **Users:** activation, deactivation, moving to trash.
- **Roles:** moving to trash.
- **Connections:** moving to trash.
- **Tokens:** moving to trash.
- **Send policies:** grouping, moving to trash.
- **Virtual senders:** grouping, moving to trash.
- **Custom links:** moving to trash.
- **Products, SKUs, and orders:** adding tags, deleting.
- **Sales channels:** adding tags, creating groups, deleting.
- **Custom fields:** deleting.

### How this helps users:

- **Faster workflows:** The ability to perform bulk actions with dozens or even hundreds of entities saves significant time. 
- **Increased accuracy:** Reduces the likelihood of errors when processing data manually. 
- **Simplified management:** A unified approach to all operations makes administration more straightforward.

## NPS surveys in forms

<Img
img="/uploads/nps_eff5515605.png"
alt="NPS surveys in forms"
/>

Altcraft Platform now offers the ability to launch NPS surveys by embedding them into web forms. This update makes collecting customer feedback even simpler and more efficient. There’s no longer any need to use third-party tools or spend time on complex integrations—everything is implemented in one solution.

NPS surveys help calculate the Net Promoter Score—a key metric for evaluating customer loyalty. This metric reflects how satisfied customers are with your product or service and how likely they are to recommend it to others.

Integrating NPS into web forms unlocks new opportunities:

- **Quick survey creation:** Add questions directly into forms without leaving the platform. 
- **Linking data to segments:** Results are automatically tied to customer groups, making it easier to quickly identify promoters (loyal customers who rate the product 9-10), detractors (customers with negative experiences who rate the product 0-6), and passives (those who rate the product 7-8). 
- **Improving strategies:** NPS analysis helps identify the strengths and weaknesses of a product, adjust marketing strategies, and increase customer loyalty levels.

<Note>
Read more about customer loyalty in the article "[Customer Loyalty: What Is It and How to Calculate It](https://altcraft.com/blog/customer-loyalty)."
</Note>

Now, the time from data collection to analysis and implementation of changes is minimized. The tool ensures convenient, fast, and highly accurate work with customer experience.

<Img
img="/uploads/nps_analytics_en_f1bf400e6f.png"
alt="nps_analytics"
/>

More detailed information about NPS surveys can be found in the [**documentation**](https://guides.altcraft.com/en/user-guide/weblayers/forms/nps/).

## Email template editor

<Img
img="/uploads/block_editor_choose_f37f312073.png"
alt="Email template editor"
/>

The email template editor has been updated, making the process of creating emails even more convenient and faster. With this builder, you can easily create a template that displays correctly on any device, including mobile. Additionally, the editor supports the addition of AMP content, providing extra opportunities for interactivity in emails.

<Note>
How does AMP work and which services support it? Read the article “[What AMP Emails Are and How They Are Changing Email Marketing](https://pixcraft.io/blog/what-amp-emails-are-and-how-they-are-changing-email-marketing).” 
</Note>

With Altcraft's block editor, marketers and designers can create professional emails without programming skills. Ready-made blocks, visual elements, and user-friendly settings allow you to design an email perfectly tailored to your campaign.

You can learn more about how the editor works [**here**](https://guides.altcraft.com/en/user-guide/message-templates/block-editor/).

## Admin panel update

<Img
img="/uploads/admin_panel_c934074801.png"
alt="Admin panel update"
/>

The admin panel has undergone a significant redesign: the interface has been updated, new functionality has been added, and the engine has been completely revamped. The main goal was to retain familiarity for users while making the panel more convenient and intuitive to use.

Now, tables feature sorting and filtering functions, including the ability to filter by status.

Updates also affected the administrator panel: avatars have been added, along with the display of first name, last name, and email address.

Additionally, the following sections have been improved: Data Usage, URL Decoder, Abuse Report Format Decoder, and Create Custom Channel.

## Conclusion

The recent updates to Altcraft CDP make the platform more user-friendly and efficient. Gathering feedback through NPS surveys has become easier, handling large data volumes is simpler thanks to bulk operations, and content creation is now streamlined with the updated editor.

These improvements accelerate task completion, expand personalization and analysis capabilities, and ultimately make Altcraft an even more convenient tool for marketers, analysts, and professionals working with data and customer experience.

Altcraft CDP updates enhance user experience, streamline tasks, boost personalization, and simplify feedback, data handling, and content creation.

altcraft-updates.png

About the updates that have been implemented recently.  

Altcraft Updates: Control Groups, Mass Operations and more

Altcraft Updates: Control Groups, Mass Operations, NPS Surveys

<Video
url="https://www.youtube.com/embed/kDj4grww72Q?si=nIeMJduaCePgJ8z_"
/>

What do we often reflect on when summing up the year? We recall happy moments, achieved goals, new acquaintances, and express gratitude to those who supported us. Yet, we must remember that successes are possible thanks to the challenges we overcome.

For companies, year-end evaluations are a process of analyzing and assessing achievements, allowing them to draw a line under the past period and identify key successes and areas for improvement. Additionally, this helps in planning future strategies.

In this article, we invite you to look back on what 2024 was like for businesses and to summarize the year by highlighting Altcraft’s major achievements.


## What shaped the business environment in the past year

In 2024, B2B companies focused on implementing innovations, sustainable development, and customer-centric approaches to quickly adapt to changes in the market environment.

The business-to-business sector evolved by embracing new technologies, meeting changing customer demands, and navigating global economic conditions. Below are the key trends and events that defined this period:

- Organizations actively adopted digital solutions to enhance their efficiency and competitiveness; 

- Customer approaches became more [**personalized**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters); 

- Modern businesses increasingly collaborated with strategic partners to develop comprehensive solutions. Instead of competing, companies found value in joining forces to meet customer needs; 

- Video content became an essential part of digital marketing in the B2B sector; 

- With the growing volume of digital data, companies strengthened their information security measures.


## Changes and updates at Altcraft

As previously noted, the year focused on integrating new technologies into processes to automate marketing and sales, [**enhancing the customer experience**](https://altcraft.com/blog/customer-experience-in-digital-strategies). Significant attention was also given to improving the platform’s quality.
The Altcraft brand actively developed its product, updating and refining its functionality. This enabled the company to expand its capabilities, meet market demands, and increase the efficiency of business processes.

### Partnership

This fall, Altcraft entered into a strategic partnership with [**Pixcraft**](https://altcraft.com/blog/altcraft-and-pixcraft-a-partnership), aimed at expanding the functional capabilities of both companies.

[**Pixcraft**](https://pixcraft.io/) is a leading company in developing innovative plugins and tools, offering comprehensive solutions that consolidate all necessary resources for marketers, designers, and developers in one place. The companies have joined forces to enhance productivity and improve the quality of work.

## What’s new in Altcraft Platform

This year, significant attention was given to the technical aspects of the product. We not only expanded the functionality of Altcraft but also made notable changes. Many of these updates were previously detailed in our blog, but we would like to highlight them again here:

### 1. [**Mobile SDK**](https://guides.altcraft.com/en/developer-guide/sdk/features/)

We introduced a tool for integrating push notifications into mobile applications. It simplifies connecting Altcraft's notification system to Android and iOS via Firebase and APNs. With it, you can send notifications containing text, images, and buttons, track their delivery and user interactions, and automatically retry failed requests.

### 2. Global control groups

This new feature allows the creation of profile groups that are excluded from marketing communications. The global control groups mechanism helps assess campaign effectiveness, optimize strategies, and refine core marketing communications.

### 3. New scenarios

In addition to a modern and user-friendly interface, it is now possible to capture profiles based on multiple conditions within a single scenario. This enables users to account for various entry points without creating multiple new scenarios. Up to 10 such conditions can be added to one scenario. For more details on working with scenarios, please refer to the [**documentation section**](https://guides.altcraft.com/en/user-guide/automation-scenarios/9406861/).

<Img
img="/uploads/combined_profile_capture_4106302378.png"
alt="Combined profile capture in Altcraft"
src="Combined profile capture in Altcraft automation scenario"
/>

### 4. [**NPS testing in forms**](https://guides.altcraft.com/en/user-guide/weblayers/forms/nps/)

This method helps evaluate the overall level of customer satisfaction, identify product weaknesses, and strengthen audience engagement strategies. The platform allows you to set up surveys to assess customer loyalty to a company, product, or service.

<Img
img="/uploads/nps_testing_3e325b8528.png"
alt="NPS testing in forms"
/>

### 5. Product feed import via link in Market

Altcraft now supports synchronization of products and SKUs in Market with data from a product feed. This feature eliminates the need to upload a new YML file every time the product feed is updated. Learn more about setting up synchronization with a product feed in the [**documentation**](https://guides.altcraft.com/en/user-guide/market/products/feed-import/).

### 6. Improved customer profile import

The interface has become more user-friendly, with new features that make the import process even more efficient. You can now select file encoding, specify a delimiter, adjust date formats, and edit phone number formats. These updates save time and reduce errors. For more details on the updates, check the [**documentation**](https://guides.altcraft.com/en/user-guide/changelog/v2024470/).

<Gallery>
<GalleryItem
original="/uploads/improved_customer_profile_import_35ec48b97c.png"
thumbnail="/uploads/improved_customer_profile_import_35ec48b97c.png"
/>
<GalleryItem
original="/uploads/import_in_altcraft_7ce8cae6b7.png"
thumbnail="/uploads/import_in_altcraft_7ce8cae6b7.png"
/>
</Gallery>

### 7. Email campaign editor update

The visual editor for creating email campaigns has been updated. It now allows you to quickly design email templates and adjust their display for different viewing modes, including mobile devices and dark mode interfaces. The editor supports the simultaneous creation of standard HTML emails and AMP emails with interactive elements. The best part? You don’t need markup language skills or coding experience. Simply drag and drop the necessary elements into your email and replace the text with your own.

## Content, marketing, and PR

We have been actively working to improve the quality of our work, strengthen brand recognition, and develop marketing channels.

- We significantly increased the volume of content: the number of articles grew threefold, and over the year we published more than 150 materials in the blog and glossary. 

- We gradually began integrating AMP technology into our newsletters, making our emails more interactive and dynamic.
- With the advancement of artificial intelligence and machine learning technologies, the use of neural networks in video processing has become an important trend of the year. Following the modern trends in digital marketing, we implemented a neural network for video processing.

<Img
img="/uploads/example_of_a_generated_video_eff9811795.png"
alt="Generated video on Altcraft's blog"
src="An example of a generated video on Altcraft's blog"
/>

- In addition to traditional articles, we explored a new format – interviews. We spoke with the CEO of Altcraft and prepared interesting and useful [**articles**](https://altcraft.com/en/blog).

<Img
img="/uploads/conversation_with_altcraft_ceo_af2f3d12a2.png"
alt="Conversation with Altcraft’s CEO on ML"
/>

## Summary

In the coming year, Altcraft is set for ambitious projects and expanded functionality. We will continue to enhance the product, opening new horizons for marketing automation, focusing on companies with high demands for security, performance, and flexibility.

All the changes mentioned highlight our ability to adapt to market challenges and demands. This not only helps us stay competitive but also strengthens our customer relationships. Altcraft’s ambitions have gained new momentum. We are confident that 2025 will bring even more transformations, opening new paths for development for us and our clients.

Dear readers of the Altcraft blog, may every step you take in the New Year pave the way to new heights and growth opportunities!

Altcraft goes on enhancing its product in 2025, focusing on security, performance & flexibility, aiming to strengthen customer relationships & drive innovation.

the-results-2024.png

About what the outgoing year 2024 was like for business. We summarize and highlight the main achievements of Altcraft.

2024 Altcraft Results: New Features, Partners & Training 

Altcraft: the Results of 2024

<Img
img="/uploads/ml_0326f2f4c4.png"
alt="Best Send Time"
/>

The world is changing rapidly, and those who can adapt to modern technologies stay one step ahead of their competitors. Today, we’ll discuss how machine learning (ML) is transforming the field of marketing.

Machine learning (ML) is a technology that enables systems to analyze data, identify patterns, and use them to make predictions or decisions without requiring manual programming for every step.

The relevance of ML in marketing cannot be overstated. It helps not only with segmenting target audiences but also with optimizing advertising campaigns, forecasting sales, and even personalizing offers. For instance, predictive analytics algorithms can process vast amounts of data on user behavior on a website and recommend products that align with their interests. This not only boosts conversion rates but also enhances the user experience.

There is a wide range of machine learning algorithms available, each designed to solve different types of tasks. Choosing the right mechanism can significantly influence the final analysis results. Let’s take a closer look at one of the most popular models developed using ML methods — the Best Send Time model.
 
<Note>
To learn more about other applications of machine learning algorithms, check out our article "[Forecasting Marketing Trends with Data Analysis and Machine Learning](https://altcraft.com/blog/forecasting-marketing-trends-with-data-analysis-and-machine-learning)."
</Note>

## Best Send Time model

The Best Send Time model helps determine the optimal time to send a message to a customer. Why is this so important?

Imagine sending a promotional message at 3 a.m. What are the chances that the customer will see and open it? Or, consider sending it on an inconvenient day when your target segment is preoccupied with other tasks—the message might simply go unnoticed. Poor timing can lower open rates, diminish customer engagement, and ultimately lead to a drop in revenue.

One of the major international companies approached us to integrate the Best Send Time model into their marketing strategy. The client faced challenges in accurately segmenting their database for message timing. Due to the sheer volume of data, they couldn’t handle the task on their own and entrusted it to our team. How did the process of "creating" and "bringing to life" the Best Send Time model within [**CDP Altcraft**](https://altcraft.com/en/features/cdp) unfold? **Denis Chumachenko**, the company’s CEO, shares the story.

### — Denis, in your opinion, how does machine learning impact marketing?

— In today’s world, machine learning significantly accelerates and optimizes processes by automating routine tasks. Marketing professionals use it to predict user behavior, allowing them to adjust their strategies. For marketers, it’s crucial to predict the best time to send communications, as this increases the likelihood of messages being opened and products being purchased. One of the key goals of marketing is generating sales, which means striving to boost them and engage customers more effectively.

### — Can you explain the essence of this model and its unique features?

— There’s a common belief that the process simply involves creating multiple time intervals and, based on segmentation, concluding that if a person clicked at a certain time before, they will click again at the same time. However, this is an incorrect approach. What if the calculations show their active time is 2 p.m., but it’s already 3 p.m.? Should you wait until the next day? That’s illogical. In reality, people have several active periods throughout the day. Our model determines when the client is most ready to engage while also considering their nearest active time window. This ensures you never miss the best moment to send a message to your audience. That’s undoubtedly a key feature of the Best Send Time model in Altcraft.


### — How was the model created, and what challenges did you face?

— Initially, we chose the Gradient Boosting method to solve the task and used the [**XGBoost**](https://xgboost.ai/) library. However, this approach turned out to be unsuccessful, as it didn’t provide the required performance on large datasets. To speed up predictions, we retrained the model using the [**CatBoost**](https://catboost.ai/) library and achieved a performance increase of more than 30 times compared to the initial version. We also faced the challenge that no ready-made library for working with CatBoost existed for our main programming language, GoLang. So, we had to develop one from scratch. We named it CatBoostGo and began actively using it to solve machine learning tasks within our team. The final result of our work was the previously mentioned Best Send Time model, which predicts the best time to send a message with mathematically confirmed accuracy of 82%.

### — But why not 100% or something close to it?


— The model in question analyzes clients’ historical data. It processes information about each user and their activity. At the right moment, when a marketer needs to initiate communication—like within a specific scenario—the model predicts the optimal time for this in real time. It’s worth mentioning that data processing and predictions occur very quickly, even on large volumes, up to 100 million profiles. Regarding accuracy: if an ML model shows 100% accuracy, it likely means there’s an error in the training process, or the answer to the question is contained within the question itself. For predicting the best time to send messages, accuracy between 80% and 90% is considered excellent. The 82% accuracy figure was achieved using very large datasets provided by the client, containing data on individuals from various countries worldwide. However, when we narrowed the dataset to focus on a single country, the model demonstrated 93% accuracy.

### — What enabled you to achieve such results?


— I believe it’s simply because our team consists of highly skilled professionals who approach familiar challenges with fresh perspectives. We also owe a great deal of gratitude to our client, who provided the data for training; without it, we wouldn’t have achieved such results. The Altcraft team is always open to new proposals and ready to implement any innovative ideas.


### — What advantages set Altcraft Platform apart from similar solutions?


— Modern software often comes with an overwhelming amount of functionality, making it difficult to navigate. Users expect AI to automatically handle all tasks for them, but this approach comes with a limitation: an ML module taking full control prevents users from making adjustments or customizing settings.
At Altcraft Platform, we strive to maintain a balance between automation powered by ML models and functions that users can manage themselves.

<Note>
For more detailed information about how the Best Send Time model works within the CDP Altcraft platform, please refer to the [documentation](https://guides.altcraft.com/en/user-guide/segmentation/89325640/).
</Note>

## Conclusion

It can be confidently stated that [**machine learning**](https://altcraft.com/blog/customer-data-for-machine-learning) is becoming a key tool in the arsenal of the modern marketer. The ability to analyze vast amounts of data, uncover hidden patterns, and predict consumer behavior opens up new horizons for optimizing strategies and improving campaign efficiency. Integrating machine learning into marketing processes not only helps businesses better understand their audience but also provides a competitive edge in a dynamically changing market. In a world where data plays a pivotal role, leveraging machine learning is not just a trend but a necessity for achieving success!

Machine learning empowers marketers to analyze data, predict behavior, optimize strategies, and gain a competitive edge in a data-driven world.

ml.png

About how machine learning is transforming marketing. Let's look at one of the popular models in the Altcraft Platform - Best Send Time.

Best Send Time: Insights from Altcraft’s CEO on ML

Algorithms vs Intuition: A Conversation with Altcraft’s CEO on ML – The Best Send Time Model

<Video
url="https://www.youtube.com/embed/L6bMXTTo-og?si=4Dj6km009z1uN5dV"
/>

The IT sector is constantly evolving with new technologies and tools. [**Altcraft**](https://altcraft.com/en) and [**Pixcraft**](https://pixcraft.io/) are excited to announce a strategic partnership aimed at expanding the capabilities of both companies. Altcraft, a leader in marketing automation, joins forces with Pixcraft, an innovator in tools for marketers and designers. Together, we aim to deliver new solutions that enhance productivity and improve work quality.

## About the partner

Let's get to know our new partner and its product more closely. Pixcraft is a leading developer of innovative plugins and tools, offering comprehensive solutions that bring everything marketers, designers, and developers need into one place. The company’s products are known for their extensive functionality and versatility, helping users streamline workflows and improve the quality of their projects. The creators aimed to reach a broad audience of specialists by designing a service that is easy to use and aligns with modern marketing trends. According to Anton Chirkov, CEO of Pixcraft: 

>We aimed to address the needs of different professionals working with emails, providing each one with a convenient tool. Marketers get a simple and intuitive block editor, designers receive a Figma plugin, and developers benefit from the TJML framework.


## Advantages of Pixcraft

Pixcraft's tools offer several key advantages:

- **Innovative approach:** The company actively implements new technologies, making the design process more creative and efficient. 

- **Broad compatibility:** The company’s solutions integrate easily with other tools and platforms, simplifying work for professionals and allowing them to focus on creative tasks. 

- **Cost and time optimization:** Using Pixcraft products reduces project development expenses and significantly saves specialists’ time. 

- **Ease of use:** An intuitive interface and rich functionality make the plugins accessible to all user categories—from beginners to professionals.

## Pixcraft tools

Let’s take a closer look at each Pixcraft tool currently available:

### [**Pixcraft Builder visual email constructor**](https://pixcraft.io/builder)

Pixcraft Builder is a simple and convenient block-based email editor that allows you to create your master template from your own designs, for example, by importing a design from Figma, or by using the ready-made blocks provided by the constructor.

Pixcraft Builder supports both standard HTML email layouts and interactive AMP emails for implementing various mechanics: forms, ratings, live feeds, and more. You don’t need HTML coding skills. Pixcraft adheres to a no-code approach. Thus, you can use pre-built blocks, customize their design and text, and add links—all in a visual mode. Once your work is finished, you can test the email’s display accuracy in a mobile client interface and in dark mode without leaving the block editor. You can export the project to an [**ESP**](https://altcraft.com/blog/differences-between-cdp-dmp-esp-crm-erp) or download it as a ZIP file for further configuration in any ES.

Thanks to high adaptability, responsive design, and diverse functionality, Pixcraft Builder enables you to generate ready-to-use email code in just a few minutes.

<Video
url="https://www.youtube.com/embed/EjHEgd-HB4c?si=2xT9F0MsafWwfUtl"
/>

### [**Interactive AMP emails in Pixcraft**](https://pixcraft.io/email)

The technology allows real-time communication with the server: updating email content upon opening or sending any data to the server.

Create a form in the visual editor and set [**validation**](https://altcraft.com/glossary/what-is-a-valid-email) parameters. Collected data will be stored in your account. If needed, you can export this data to a CSV file or Google Docs. To instantly transfer data to a [**CRM**](https://altcraft.com/glossary/what-is-a-crm-system), ESP, or website, you can configure a webhook. You can also manage data even after the email is sent: modify text, update products, set current prices and discounts, and more. You can motivate users to share their opinions by enabling live interactions directly in the email. If necessary, add moderation and a profanity filter.

This technology offers the following benefits:

- **Increased engagement:** Interactive elements capture subscribers’ attention and keep them engaged, boosting conversion rates. 

- **Reactivating interest:** Gamification mechanics effectively re-engage inactive subscribers. 

- **Understanding your audience:** New email metrics, such as time spent in the email, forms, ratings, live feed interactions, and more, help you connect more closely with your audience and understand them better.

<Video
url="https://www.youtube.com/embed/UXrJyqzta1k?si=SH7l2U2MeeWuZ6Eg"
/>


### [**TJML framework**](https://pixcraft.io/framework)

A free email framework for creating responsive HTML and AMP emails.

To start using TJML, connect the JavaScript library, and once your email is ready, export the resulting HTML code.

TJML Framework by Pixcraft offers:

- **Responsiveness:** The framework generates responsive email layouts by default. 

- **Speed:** TJML Framework cuts down coding time by half. 

- **Simplicity:** It lowers the entry barrier to email coding. 

- **Quality:** Emails display perfectly across all mail clients.

For more detailed information on using the framework, please refer to the [**documentation**](https://docs.pixcraft.io/en/framework/documentation).

<Video
url="https://www.youtube.com/embed/8UYU7JRWvZk?si=6oW1vP2F1St4P1iH"
/>


### [**HTML to AMP email converter**](https://pixcraft.io/convertor)

Convert your HTML email to AMP to leverage AMP forms, embed games, and other engaging features.

For example, if you need to send a message with interactive elements but lack the time or desire to do the coding, simply convert HTML to AMP and add your favorite carousels and forms with minimal effort.

<Video
url="https://www.youtube.com/embed/HsZqma0gaDk?si=Vk2h95CGuusDq-NG"
/>

## Plugins for Figma

### [**PixCraft Email Generator**](https://www.figma.com/community/plugin/1403763341617358835/)

A plugin for creating emails. It allows you to export your design layout from Figma directly as ready-made HTML/AMP code. It offers an extensive library of pre-made blocks, or you can use your custom design. AMP support enables creating AMP forms and carousels right in Figma. There are specific features, such as mobile adaptation settings and other functions accessible through the properties tab. The plugin works with AI — generating images and texts to speed up and optimize the email creation process. It also includes a testing mode for mobile view and dark theme display. You can export your email to an ESP directly from Figma.

<Video
url="https://www.youtube.com/embed/pdimy_b0APA?si=hjtjK-tn28o_QNNR"
/>


### [**Dark Me**](https://www.figma.com/community/plugin/1210863977149285175/dark-me)

A free plugin for UI development. It allows you to create a dark theme for your user interface in just one click. Several modes are available, and for more refined adjustments, there are HSL filters: manipulating the hue, saturation, and lightness of your design layout.
 
<Video
url="https://www.youtube.com/embed/PKmHEDQN16s?si=MuocE-8u3jXXAFeI"
/>


### [**Styles & Variables Viewer**](https://www.figma.com/community/plugin/1332412206147274506/export-styles-and-variables-to-css)

An alternative to Figma's dev mode. It conveniently exports CSS styles for the selected element. It provides all variables and styles from collections in a developer-friendly format: JSON, variables, or CSS classes. There is also an option to export original images and GIF animations.

<Video
url="https://www.youtube.com/embed/MbOOPDwFxQM?si=ic_2Y8HbVr_FOs-I"
/>


## Conclusion

We are confident that this partnership will open new opportunities for us and our clients. Designers will be able to create more user-friendly interfaces, while marketers will gain a better understanding of their audience and its needs, leading to increased customer satisfaction and loyalty. Pixcraft integrates seamlessly with [**Altcraft Platform**](https://altcraft.com/en/features/cdp), so if you want to enhance the responses to your campaigns and make the analytics of your marketing efforts clearer and more comprehensible, use these two products together.

This partnership will enhance user-friendly designs and deepen audience insights, boosting satisfaction and loyalty through seamless integration.

pixcraft-altcraft.png

In this article, we will talk about how to improve the design, deepen the understanding of the audience, increasing satisfaction and loyalty through seamless integration.

Altcraft & Pixcraft: Collaboration for Innovative Solutions

Altcraft and Pixcraft: A Partnership for Innovative Solutions

<Video
url="https://www.youtube.com/embed/DN66Xo6r8sw?si=VrGW_jFHJSH6wU32"
/>

Altcraft continues to evolve, enhancing our product and expanding platform capabilities. This article covers the new mobile SDK and the Notify channel.

## Altcraft mSDK

**A mobile SDK** is a set of tools for building mobile applications. It helps achieve platform-specific goals and implement new features in apps. Generally, an SDK is a package of libraries.

Altcraft introduces the developed mobile SDK — [**Altcraft mSDK**](https://guides.altcraft.com/en/developer-guide/sdk/features/). This mobile programming interface allows push notification integration into mobile apps, making it easier and faster to connect Altcraft notifications to Android and iOS applications.

### Altcraft mSDK features

The connection is facilitated through Firebase and APNs services. Integration on the Android platform is based on Firebase, and for iOS, it is available with both Firebase and APNs.

The connection allows you to:

- **Subscribe users to Altcraft push notifications**

After integration, the Firebase Cloud Messaging device token or APNs device token is sent to the server, where a subscriber profile is created to receive push notifications.

- **Support text, images, and buttons in notifications**

With Altcraft mSDK, push notifications support text and images, and buttons enable actions to be triggered on click. For example, this could be a URL link, a deep-link to a specific section within the app, or simply opening the required app.

- **Update tokens on the Altcraft server promptly**

To prevent delays in sending pushes, tokens must be kept current on devices. Altcraft mSDK monitors changes in APNs or FCM tokens and automatically updates the token on the platform’s server.

- **Generate analytics on notification delivery and user interactions**

The SDK logs events such as push delivery and clicks. The data is then sent to the server and used to build statistical reports for analysis.

- **Retry unsuccessful requests**

If a request contains an error, its data is saved, and retries are handled via BackgroundTasks, which helps maintain data accuracy and ensures the request completes, even in the app's minimized mode. Retry and error-checking also occur when receiving push notifications and during app launches.

- **Operate in background mode**

Subscription requests and token updates are completed even if the client exits the app before the procedure is finished, which reduces client data loss.

These capabilities are supported by both Firebase and APNs.

## Notify channel

Integration with the Notify communication channel is now available. Notify supports the sending of transactional and service notifications through VK, Odnoklassniki, and SMS.

<Img
img="/uploads/170159_bc0fc48f64.png"
alt="A new communication channel Notify is added"
/>

You can configure the channel in the [**resource**](https://guides.altcraft.com/en/user-guide/profiles-and-databases/66427/) and review the capabilities of custom templates. For more information on integration setup and connection creation, see the [**documentation**](https://guides.altcraft.com/en/user-guide/integrations/notify/).


### Notify channel features

Notify supports the sending of service and business messages after the template is approved and integration is configured. For questions about connectivity, you can reach out via the email **notify@corp.mail.ru**.

With Notify, you can access information about sent, delivered, and read messages, engage in dialogues with clients (for service notifications only), and send images (up to 5 images). Charges apply only to successfully delivered notifications.

## Conclusion

In this article, we introduced you to the new features of Altcraft Platform. For more details about the updates, added capabilities, and methods for working with Altcraft mSDK and Notify, you can visit the [**documentation site**](https://guides.altcraft.com/en/user-guide/).

The article highlights new features of the Altcraft platform, including updates on Altcraft mSDK and Notify. Visit the documentation for more.

mobile-sdk.png

About new features of the Altcraft platform, including updates to the Altcraft mSDK and Notify.

Mobile SDK & Notify: What’s New on Altcraft Platform

Updates in Altcraft Platform: Mobile SDK and Notify

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

Interesting and useful articles about marketing, our product and online communications

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