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<Img
img="/uploads/reach_customers_37076a2e3d.png"
alt="Email Campaigns to Reach Customers: What to Do & Avoid Doing"
/>

Obtaining a potential client's contact is a significant achievement for company marketing. However, the real challenge lies ahead: the brand initiates a campaign that should persuade the user to make a purchase or take another desired action. Sometimes, marketing communications miss the mark, resulting in adverse effects—customers disappearing or even blocking the company's account and reporting spam.

Therefore, email, messenger, Push, or SMS campaigns must be appropriate and non-irritating. It's crucial to maintain a human touch and avoid being pushy in communicating with the audience. We've prepared harmful advice for you on how to make your email campaign unbearable.

## Write to the client frequently 

Configure your email service to send reminders about your company to the client every day, or better yet, several times a day. Otherwise, your brand will be forgotten, and nothing will be purchased. Daily emails are the key to building trust and brand recall.
 
### Now, seriously

Every day, we receive dozens of messages from various sources, causing significant overload. Not all emails are opened: [**40% of users claim**](https://porchgroupmedia.com/blog/100-compelling-email-statistics-to-inform-your-strategy-in-2023/) to have an average of 50 unread messages in their inbox. They are unlikely to be pleased if the current information flow increases. It is optimal to send email newsletters from once a month to two to four times a week. The frequency depends on the advertising campaign's goal. For example, sending emails more often before a major event is a normal practice. However, if you send a message urging "buy" every day, users are unlikely to be delighted.

Also, the frequency of sending email newsletters to clients is determined through testing. When increasing or decreasing the number of emails, Open Rate and CTR indicators are checked: if they deteriorate, such an email quantity is probably not suitable.


## Do not stop the mailing if the customer asked to stop

Your email marketing strategy should be uncompromising. Do not let the user go at any cost. If email communication is not working because the customer does not open the emails, unsubscribes, or says your product is not of interest to them, do not despair.

Engage in [**omnichannel communication**](https://altcraft.com/en/features/omni-channel-marketing) and send messages through all available communication channels, even if the user did not give permission to write to them there. Find them on all social networks. Blocked on Telegram? Move to WhatsApp*. Sent to the blacklist there too? No problem—send messages from another account, or better yet, call several times. The customer will surely appreciate such attention and sooner or later accept your offer.

<Note>
If you want to use omnichannel marketing correctly, rather than be seen as an intrusive brand, read our article "[**What is Omnichannel and How It Helps Business**](https://altcraft.com/glossary/omnichannel-its-benefits-for-businesses-and-implementation)" about the proper application of this method and its benefits.
</Note>

### Now, seriously

Persistence is good in moderation. There is the theory of seven touches, according to which a customer usually buys after seven reminders from the company. And not only through email newsletters but also through other marketing channels, such as advertising. If after such a number of messages/calls from you, the person does not react, it is necessary to stop or try again later.

But it's worse when a person responds that your offer is not interesting to them, and you continue to persuade them to buy. If it's an email newsletter from which they unsubscribed, but you sent another email, there is a high risk that it will end up in spam. In other channels, you will be ignored at best, and at worst, blocked, leaving an angry review on the website, and they will also tell acquaintances that dealing with this company is definitely not worth it. Therefore, the text for email newsletters and other brand messages should be as respectful as possible.

## Manipulate 

Your email message campaign should include more calls to buy right now because it's the last item in the world. Even better, blame subscribers for everything: that they're lazy, don't want to increase their income, engage in sports, change their lives, and so on. Someday these people will definitely come back and thank you for the motivation and that very email that changed their lives for the better.

### Now seriously

Manipulations are more likely to be perceived as insults rather than motivation for action. Such messages from brands certainly do not foster trust and pleasant communication.

## Send messages at inconvenient times

Receiving an SMS at 5 a.m. or a Telegram message at midnight is so nice, especially when the sound is on your phone. So forget about time zones (geolocations) of subscribers and do not adapt your mailings.

### Now seriously

Usually, messages and calls early in the morning or late in the evening are associated with emergencies, but certainly not with advertising. Therefore, a person who was woken up will not be delighted with your offer.

Email messaging is not as critical in inconvenient times as through messengers or SMS. Therefore, for email campaigns, [**the recommended time**](https://optinmonster.com/the-best-time-to-send-emails-heres-what-studies-show/) is 4:00-6:00 and 17:00-19:00. But, for example, it is not worth writing in Telegram too early or too late.

## Don't respond immediately

If a customer is interested in your offer and responds, don't even think about reacting quickly—this will only increase interest in your product and create its value. Moreover, everyone understands that the working day of your employees is limited, and there are also weekends.

### Now seriously

If a customer receives an online email newsletter and makes a purchase, they need to receive confirmation of payment and order processing quickly. When there is no response for a long time, doubts arise about whether the user has taken the correct actions, whether the payment has gone through, and so on.

It is especially unpleasant if a buyer writes to the company about a problem, but they respond after several hours or even days. If customer support or managers cannot react immediately, it is worth notifying the customer about this. Here, [**marketing and sales automation**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development), as well as customer service, come in handy. Then, the subscribers' messages are answered by a prepared letter, which, for example, informs about the response times of managers to user questions. Artificial intelligence is also involved in communicating with the customer, which helps solve customer problems at any time without involving a person. Such technologies are often used by banks in chatbots in applications and on websites.

## Don't personalize

[**Mass email mailing**](https://altcraft.com/blog/mass-mailing) is the same campaign for all users. Don't waste resources on personalized and original emails and messages. It is also not worth considering the shopping experience and interests; offer everything at once—perhaps, luck will strike, and the person will become interested. Write to a person suggesting they go to driving school, even though they have had a driver's license for many years, and convince childless people to buy services from your daycare center.

### Now seriously

Email marketing, email messaging, and sending messages through other channels without segmentation and consideration of audience specifics is very bold and naive. Personalization has become an important element in marketing because competition is growing, and customers are more likely to buy from brands that understand and hear them than from companies with "finger in the air" mailings.

Personalized email mailing can [**increase email marketing revenue by 760%**](https://www.luisazhou.com/blog/email-marketing-roi-statistics/). Therefore, [**94% of marketers allocate budgets**](https://www.luisazhou.com/blog/email-marketing-roi-statistics/) to collect customer data to make as pinpointed offers as possible. For example, such an investment could be a CDP platform, where all user information is collected, analyzed, and managed. In [**Altcraft Platform**](https://altcraft.com/en/features/cdp), data work is done in one window, which speeds up the marketer's work.

*For example, here's an example of a failed newsletter from Shytterfly. They massively congratulated women on the birth of their child by sending an automated message to everyone. This caused active outrage among subscribers.*

<Img
img="/uploads/failed_mailing_from_shutterfly_6678569a99.png"
alt="Failed mailing from Shutterfly"
src="A failed mailing from Shutterfly…"
/>

<Img
img="/uploads/example_of_a_failed_mailing_ed275449ad.png"
alt="Example of a failed mailing from Shutterfly"
src="...and users' reactions to it"
/>

## Make unsubscribing complicated 

Don't give the customer a chance to unsubscribe. To make your email campaign work, collect customer emails from various sources. In this case, you can't just let the user go. Let unsubscribing become a difficult challenge that they won't want to undertake. Make the unsubscribe link inconspicuous or remove it altogether, and simply ignore the customer's angry messages to support. With time, they will come to terms and change their minds.

### Now seriously

Creating an email campaign without a well-thought-out unsubscribe option is a sure way to spam complaints. Customers will not tolerate coercion, and such emails will cause irritation.
Many spam complaints from subscribers will lead to a decrease in your domain reputation and inclusion in blacklists.
Even worse is to drive the customer to complaints to the Federal Antimonopoly Service about illegal mailing. Then the company may be fined according to the Federal Law "On Advertising" from 100,000 rubles. Therefore, respect your subscribers and leave them the right to leave.

<Img
img="/uploads/example_of_an_unsubscribe_letter_a0b6ed6acc.png"
alt="Unsubscribe letter requesting feedback"
src="Example of an unsubscribe letter requesting feedback"
/>


## Forget about error checking and device adaptation

The action button doesn't work, the layout is messed up, you misspell "в течение" for the hundredth time, and reading emails on a smartphone is impossible—such things happen. Customers will understand and forgive. After all, what matters is the content, not the design. So send out the mailing as soon as possible without unnecessary checks. Time is money.
### Now seriously

[**75% of users claim**](https://porchgroupmedia.com/blog/100-compelling-email-statistics-to-inform-your-strategy-in-2023/) they mostly use smartphones to check email. Therefore, adapting emails for mobile devices is important and necessary to avoid losing customers.

Text errors primarily affect your brand reputation. If you don't care about correctness and don't check mailings, it shows disrespect to your audience. Non-working buttons or links are likely to lead to a loss of conversions and loyalty. Thus, the customer's path becomes more complicated, and not everyone will search for your lucrative offer on the website if it's not sent from the email. Errors irritate and reduce the effectiveness of marketing campaigns.

## Summary

Email marketing remains relevant, like other channels for sending messages. Brands actively launch mailings, but sometimes they begin to irritate subscribers who unsubscribe, complain about spam, lose trust in the company, and stop buying. And even turn to regulatory authorities to punish annoying senders. Users are annoyed by too frequent emails and messages, persistence when the company doesn't stop when asked to unsubscribe. Also, manipulations in texts, inconvenient timing, delayed responses if the customer still reacts to the campaign's call. A great way to annoy customers is to disregard their needs and preferences, that is, not to provide personalized content in mailings. And the absence of unsubscribe options or its complexity can be a reason for a spam complaint.


*
*Product of Meta, a company recognized as an extremist organization in the Russian Federation.*

Email marketing, while relevant, can irritate subscribers with excessive emails, leading to unsubscribes, spam complaints, and loss of trust.

reach-customers.png

About what mistakes companies make in email newsletters and other communication channels and how to avoid them.

Email Campaigns to Reach Customers: What to Do & Avoid Doing

How to Reach Customers via Email Campaigns and Other Communication Channels

<Video
url="https://www.youtube.com/embed/L8kRhCZRsHk?si=_0bu9HfC6-zoSLc2"
/>

An important condition for an effective marketing campaign is to deliver it to the right people at the right time with the right content. Creating a unique message for each potential and existing customer is challenging because their needs and preferences vary. Segmentation comes to the rescue, allowing companies to interact with users through personalized campaigns. The problem is that there is no universal approach to [**audience segmentation**](https://altcraft.com/blog/how-and-why-to-segment-target-audience). You need to find the appropriate model that meets the needs of your business.
In this article, we will discuss the most effective customer segmentation methods and provide tips on how to use them to personalize communication with customers and increase their engagement.

## Why does a business need segmentation models

Customer segmentation is an opportunity to obtain valuable data about customers and tailor campaigns based on this data rather than just dividing people into groups. Why invest in audience segmentation:

### 1. Effective customer interaction

Segmentation models improve understanding of customer interests. By applying them in marketing, you can find effective ways to attract users. When you send relevant messages to your audience, you improve their customer experience, thereby increasing sales. Through segmentation and prioritizing communication, you can tailor each message to maximize its effectiveness.

<Img
img="/uploads/personalized_letter_784f4072f2.png"
alt="Personalized letter from Sephora"
src="Example of a personalized letter from Sephora"
/>

### 2. Increased advertising ROI

If there is only one marketing channel where customer segmentation brings impressive results, it is paid advertising. It is in the company's interest to address ads specifically to potential customers for whom it is relevant.

The main advantage of customer segmentation for advertising campaigns is the ability to focus more attention on groups that are more profitable, while reducing interaction with less profitable audiences.

For example, if an online store plans to promote a new collection of sunglasses, it should focus on user segments living in sunny regions or conduct the campaign during the summer season.

### 3. High email open rates and click-through rates

Understanding what users need and their preferences is the first step to effective segmentation.

With the help of mass mailing services, such as [**Altcraft Platform**](https://altcraft.com/en), you can create detailed contact segments based on specific data and launch personalized email campaigns. As a result, email open rates, click-through rates, conversion rates, and email ROI will quickly and significantly increase.

<Img
img="/uploads/audience_segmentation_in_altcraft_c4253ae960.png"
alt="Audience segmentation in Altcraft"
src="Example of audience segmentation in Altcraft Platform"
/>

### 4. Increased customer loyalty

Retaining existing customers is cheaper than acquiring new ones. By understanding what each segment expects, you can send them [**personalized messages**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) with relevant content. This builds their trust and turns them into loyal customers. Through segmentation, maximum customer retention is achieved, and relationships with them are improved.

## 4 customer segmentation model

So, you're ready to start segmentation. But where to begin? The approach depends on the industry, goals, and customer journey.

### 1. Sociodemographic segmentation

The demographic segmentation model is one of the most popular among marketers. Therefore, it is among the first stages of customer segmentation strategy in any company. Such division groups people based on specific demographic characteristics:
- age
- gender
- education
- occupation
- income
- marital status

<Img
img="/uploads/demographic_segmentation_63e2f3d3e3.png"
alt="Demographic segmentation"
/>

Demographic segmentation is highly effective for brands with a broad audience across various sectors, from e-commerce to media and fitness applications.

Let's consider a successful example from the Adidas Training app, where gender was taken as a segmentation criterion. After the user specifies their gender in the settings, the brand recommends an enhanced version of the service. To attract attention, female athletes are showcased during workouts to make the offer more relevant to the specific group, resulting in higher engagement.

<Img
img="/uploads/gender_segmentation_within_adidas_training_app_e29c081b9d.png"
alt="Example of gender segmentation within Adidas Training app"
/>

For instance, suppose you need to promote a B2B application and its new feature. Then, you need to understand what a user from another company represents and tailor messages to their professional inquiries.

### 2. Segmentation by geolocation

Geolocation segmentation is considered one of the fundamental elements of content personalization, as it divides customers based on their location: country, city. This is ideal when your business operates globally or in two or more regions.

If users' geolocation is not automatically determined through the website or application, use the city or country that the person specified during registration, and based on this geodata, send individualized offers. Additionally, such information can be obtained through email surveys and quizzes on social networks.

Knowing where customers are located allows for tailored interactions and better service. How to do this? Everything comes into play: local slang, local news, and respect for local traditions.

Such messages demonstrate that you have thought out the marketing campaign and have special conditions specifically for a particular location. Also, segmentation by location allows for sending relevant emails or SMS messages taking into account customers' time zones. This makes it easier to attract them to offline stores, if available.

<Img
img="/uploads/audience_segmentation_by_geolocation_in_altcraft_f64504f76b.png"
alt="Audience segmentation by geolocation in Altcraft"
src="Example of audience segmentation by geolocation in Altcraft Platform"
/>

### 3. Behavioral segmentation

Demographic and geolocation information are good starting points for customer segmentation, but in most cases, understanding people's behavior – their interactions with your company – proves key to capturing users' attention. This can include browsing or purchase history on the website or engagement with email newsletters.

<Img
img="/uploads/behavioral_segmentation_ef1560974e.png"
alt="Behavioral segmentation"
/>

For example, different marketing strategies are needed for [**loyalty program**](https://altcraft.com/blog/loyalty-programs-with-examples) participants and those who have interacted with multiple posts on social media. Behavioral segmentation enables the development of methods to attract each customer, re-engage former buyers, or engage those who have not yet made a purchase.

Through behavioral segmentation, the customer team identifies common issues and expands the knowledge base. For example, discovering a pattern among visitors who left the website because the ordering process was too complex. You can address many issues through a detailed database or by streamlining the ordering process.

### 4. RFM analysis


RFM segmentation (Recency, Frequency, Monetary) is a model for dividing the audience into groups based on three criteria: the recency of activity, the frequency of interaction, and the monetary value. This model is popular because it uses concise and objective data. Additionally, the information obtained from RFM analytics is easier to interpret. Such indicators of customer behavior are directly related to their value and engagement.

<Img
img="/uploads/rfm_metrics_explanation_67fe90a92e.png"
alt="RFM metrics explanation"
/>

[**RFM analysis**](https://altcraft.com/blog/rfm-analysis-what-it-is-and-how-to-manage-it) addresses key questions: who among the customers is likely to churn soon, and who will make a repeat purchase. For example, customers who have recently interacted with the company are more open to communication and promotions. People who frequently return to the brand are more engaged, making them loyal. And the customer's monetary value indicator helps the company identify specific segments: customers who make large purchases compared to those who spend little. Thus, by considering customer behavior, you will provide them with relevant content and increase responsiveness to your offers.

## How to personalize content to reach customers

Regardless of how you segment your audience, you also need to understand how to personalize content for them and adhere to established rules.

### 1. Base decisions on data obtained directly from the user

Everyone talks about user privacy online. In the future, without cookie files, companies will have to rely entirely on the data voluntarily provided by the users themselves. These data can be collected in different ways: through forms on the website or in the application, [**various surveys**](https://altcraft.com/blog/what-are-survey-creation-services), and polls. You can also simplify the collection of feedback on the product or service from customers who have used it.

Send users personalized content based on the data that the user wants you to know about them. This way, you will not mislead customers with knowledge of information they did not provide to you.

You should determine which segment is more important in terms of potential profit. Create a loyalty program for exclusive discounts only for those who reach a certain purchase threshold. This does not mean that you should neglect customers who make few purchases. Send them personalized product recommendations, special rewards. Or reduce costs for the segment by making customer service entirely automated.

### 2. Develop the onboarding process

Just as in life, in marketing, you can only make a first impression once. Therefore, it is important to attract users' attention and make an impact from the first minute of interaction. Ask for feedback or participate in a survey to gather valuable information about preferences and expectations. [**Customize the onboarding process**](https://altcraft.com/glossary/why-do-you-need-onboarding) according to the needs through customer path personalization.

Streaming services, such as Netflix, start the onboarding process immediately after a person registers on the platform. Customers indicate three favorite series so that the service can provide personalized recommendations for further viewing.

If you want even more personalized onboarding, add personalized video to the welcome email. It's not as difficult as it seems, as you can use the same script and make some changes based on the preferences and demographic data provided by the user during registration. But for small businesses, this is not an ideal option due to limited time frames and funding.

### 3. Develop personalized blog content

What is the main goal of creating a carefully crafted blog? To answer the audience's key questions. There is a lot of blog content on search engines, so you need to personalize your posts to truly address individual customer problems.

When you customize personalized article recommendations, you show readers the importance of addressing their pressing issues. As a result, the chances increase that visitors will start trusting the blog and returning for valuable content, and website traffic will grow.

Personalize the material according to specific segmentation criteria: demographic or reading history of the blog. For example, if a beauty brand wants to attract male customers, specific posts can be recommended: guides on grooming procedures for men, compilations of products to achieve specific skincare goals.

<Img
img="/uploads/personalized_block_in_help_center_on_altcraft_54b5ae073d.png"
alt="Personalized block in help center on Altcraft website"
src="Personalized block in help center on Altcraft website"
/>

### 4. Embed dynamic content into emails and SMS

Dynamic content blocks are parts of emails or messages that adapt to the recipient's data. Using dynamic content saves marketers time in creating personalized email campaigns for each segment. This way, you create one email template, add dynamic content, and customize it for each segment. As a result, recipients feel that the brand is closer to them and cares about solving their personal problems.

<Img
img="/uploads/personalized_message_template_html_57eea547e3.png"
alt="Personalized message template HTML"
/>
<Img
img="/uploads/personalized_template_01589c5e23.png"
alt="Personalized message template preview"
/>

When you personalize your recipients' experience through [**automation**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development), you free up time for your team to focus on more important tasks. Use dynamic visual elements to tailor emails to segments from different parts of the world. Another powerful way to use dynamic content is to replicate the sales funnel stage's [**CTA**](https://altcraft.com/blog/what-is-cta) in the email for the segment currently at that stage.

<Img
img="/uploads/email_personalization_0986e99463.png"
alt="Email personalization"
/>

Exactly the same way, you can use dynamic content in push notifications and messages within [**mobile applications**](https://altcraft.com/blog/mobile-app-as-a-marketing-channel).

### 5. Track and analyze your action

All experienced marketers will tell you that there's no point in segmenting your audience and setting up campaigns if you're not evaluating the performance of your personalized communications. Otherwise, it's difficult to determine if your efforts are yielding the desired results. Track the performance of your personalized content—this way, you'll be able to make decisions on how to optimize the customer experience based on objective data.

There are several key performance indicators you should be monitoring: customer engagement and churn rate, conversion rates, and others. Determine which ones significantly impact your business goals and which ones do not.

Make sure to review your analytics regularly because customer needs change, and your business and [**customer base**](https://altcraft.com/glossary/everything-about-the-customer-database) expand. This way, you'll stay informed about where to direct your optimization efforts.

## Conclusion

Customer segmentation and content personalization are two reliable allies for businesses when it comes to creating and tailoring the customer journey. By selecting the most suitable segmentation model, you get closer to finely tuning marketing interactions with customers

By grouping users based on various criteria, you provide them with the personalized experience they expect. As a result, subscribers will respond to your campaigns and may return for new purchases.

Primary source: [**Only Influencers**](https://onlyinfluencers.com/email-marketing-blog-posts/best-practice-email-strategy/entry/how-to-build-a-customer-journey-map-if-customer-needs-are-not-identified)

Customer segmentation and content personalization serve as valuable assets for businesses in crafting and customizing the customer journey. 

customer-segmentation-models.png

About the most effective methods of customer segmentation, how to use them to personalize customer communications and increase their engagement.

4 Customer Segmentation Strategies for Tailoring Content

4 Сustomer Segmentation Models for Content Personalization in 2024

<Video
url="https://www.youtube.com/embed/1XgoVCXVOeM?si=1E7C9yHPz_dmt4rz"
/>

Marketers are constantly challenged with avoiding spam filters, dealing with words and phrases that trigger spam detection, and ensuring that emails land in recipients' inboxes rather than spam folders. While it can be a nerve-wracking and tiresome task, taking a step back can help determine the best course of action to ensure email campaigns don't end up in spam folders.

In this article, we'll explore where to start to ensure emails reach recipients. First, we'll define email spam, discuss tactics to avoid emails being marked as spam, identify words and phrases to avoid, and finally, examine how to test spam filters.

## What is spam and unwanted email

Spam, or unwanted email, refers to inappropriate and unsolicited emails that are sent en masse to a large number of random recipients. 

There's a distinction between spam emails and spam folders, which serve as repositories for anything deemed spam by email clients, internet service providers, and recipients themselves. Not everything in the spam folder is harmful; in fact, the majority of its contents are not. Therefore, it's important to adhere to proper behavior to prevent your emails from being marked as spam.

Malicious content is almost entirely blocked by internet service providers, which have significantly improved spam filters in recent years. This improvement is due to the introduction of anti-spam laws ([**GDPR**](https://www.mailjet.com/resources/learn/gdpr/), [**CAN-SPAM**](https://www.mailgun.com/resources/learn/glossary/can-spam/), [**CASL**](https://www.mailjet.com/blog/email-best-practices/flight-school-friday-casl-101/), and others) that protect recipient data.

Today, it's easier than ever for users [**to mark an email as spam**](https://altcraft.com/blog/how-to-send-millions-of-emails-and-avoid-spam-filters) thanks to increasingly sophisticated interfaces of email clients. With just one click, all future messages from a specific sender can be marked as unwanted, diverting them to the corresponding folder.

<Img
img="/uploads/unsubscribe_features_by_gmail_0ee59afebe.jpg"
alt="Unsubscribe features by Gmail"
src="Gmail's features make it easy for people to unsubscribe from newsletters they don't want to receive"
/>

## Definitions of email delivery related terms

In the [**Email Delivery Status Report for 2023**](https://www.mailgun.com/resources/research/state-of-deliverability-2023/?utm_source=Marketing&utm_medium=Landing+Page&utm_content=State+of+Deliverability+Report+2023&utm_campaign=Q3_2023_State_of_Deliverability_Report), 36.2% of respondents stated that improving email delivery was their main goal. *The reason is that there is no point in spending time creating great content if it will never be read.*

<Img
img="/uploads/prioritization_and_deliverability_eaf73f8bfc.png"
alt="The relationship between prioritization and deliverability of emails"
/>

But before delving into ways to improve delivery, it's important to start with some key terms on this topic.

### What is a spam filter

When an email passes through a server, it undergoes multiple checks. Internet service providers (such as Gmail, Yahoo) have implemented filters to ensure that spam and malicious email do not reach recipients' inboxes.

It's important to remember that deliverability and delivery are different things. Both terms sound very similar, but they should not be confused.

[**Deliverability**](https://altcraft.com/blog/nine-rules-for-successful-email-deliverability) refers to the set of methods, rules, and recommendations available to the sender to ensure that their emails are most likely to land in recipients' inboxes rather than in spam folders.

### What is a spam trap

A spam trap is an email address that is not used for communication and should never receive emails. If email campaigns are sent to this address, they are automatically flagged as spam, significantly lowering the sender's reputation with internet service providers.

### What is a soft bounce

A soft bounce occurs when an email is returned to the sender due to temporary delivery issues: if the recipient's mailbox is full, the server is unavailable, or the message is too large.

### What is a hard bounce?

A hard bounce occurs when an email is returned to the sender because it cannot be delivered under any circumstances: the address is entered incorrectly or is fake because the subscriber was interested in receiving a bonus upon registration, not a newsletter.

Therefore, it is always useful to set up double opt-in - double subscription confirmation.

### What is a hard bounce

A hard bounce occurs when an email is returned to the sender because it cannot be delivered under any circumstances: the address is entered incorrectly or is fake because the subscriber was interested in receiving a bonus upon registration, not a newsletter.

Therefore, it is always useful to set up [**double opt-in**](https://altcraft.com/blog/what-is-double-opt-in) — double subscription confirmation.

## How to deliver email to the inbox, not the spam folder

### How to prevent email from going to the spam folder

You can create the most magnificent marketing email campaign in the world, but if it doesn't land in the inbox, no one will read it. All efforts will be in vain.

But there are several excellent pieces of advice to follow to improve sender reputation and deliverability.

### Sender address

- Avoid using free email addresses based on web services (e.g., Gmail) for sender addresses. 

- Use your own email address with a domain associated with your website. Then you can set up DKIM and SPF, allowing recipient servers to authenticate the mail. 

- Make sure your website is active and functional. Sending emails from an address associated with an inactive or empty website will raise suspicion among internet providers.

### Contact lists

- Do not buy or copy contact lists from third parties. Such lists often contain many spam traps and low-quality email contacts, which violates sending policies. 

- Create quality contact lists by collecting email addresses through subscription confirmation on your website. Double opt-in is recommended to confirm the subscription, preventing mistyped or fake email addresses. This also confirms that the user agrees to receive your emails. 

- Regularly update and clean your contact lists. Monitor data and remove old addresses that do not interact with emails or are blocked. Focus on people interested in your mailings.

### Content of the email

- Do not WRITE ALL WORDS IN CAPS [**in the subject line**](https://altcraft.com/blog/how-to-write-email-subject-lines) or in the body of the email. 

- Do not use spam words: "Free," "Sale," "Money," "Hot offer," etc. 

- The subject line should be 35-50 characters. The longer it is, the more likely it is to be marked as spam. 

- Send content that subscribers have signed up for and are expecting. If you send inappropriate content, subscribers will mark you as a spammer. The more people open your emails, the better your reputation. 

- Send emails regularly.

## Tips on how to send mass emails and avoid spam

[**Mass emails**](https://altcraft.com/blog/mass-mailing) in the inbox, unfortunately, often annoy, especially if you do not monitor your lists, campaigns, and sending process.

Our current tips will help you ensure the delivery of your emails.

### Monitor your contact list

When it comes to email campaigns, we start with the contact list.

The first thing to look at when experiencing delivery issues is the email address lists. Then you need to determine:

1. The origin of the contacts. 

2. Whether they interact with the content, and if so, how. 

3. How often do you clean up your contact list.

Under no circumstances should you buy contact lists or download them from the internet. This will not only reduce the deliverability of your emails. In a world where people are increasingly concerned about data privacy and where legislation is becoming stricter, the best practice remains natural list building of email addresses.

Next, pay attention to how users interact with the content. What are the open rates, bounce rates, and blocks? If you don't monitor this, the numbers can steadily increase, and as a result, deliverability will decrease.

Although users who don't want to receive emails usually unsubscribe, they may also ignore emails or mark them as spam. Email providers (such as Gmail or Outlook) will also start filtering your emails and sending them to spam on behalf of their users. As a result, the responsibility lies with you: you need to clean email lists and maintain growth in open rates and deliverability.

*Remember: brands that maintain list cleanliness see an increase not only in open rates but also in the overall number of email openings due to higher-quality deliverability.*

### Use email authentication with SPF, DKIM, and DMARC

Trust and permission play a key role in a successful email marketing strategy, making this channel one of the most powerful in sales.

To avoid ending up in spam, you need to assure email providers like Gmail, Yahoo, or Outlook that you are indeed you.

You don't need to fake an ID for this. It's a bit more complicated.

Here are a few points to consider to earn trust for your email, prove your identity, and pass spam filters:

- SPF (Sender Policy Framework) is an email validation protocol designed to detect and block forged email senders. It has a mechanism that allows receiving mail exchangers to verify that incoming mail from a domain actually originates from the IP address authorized by the administrators of that domain. 

- DKIM (DomainKeys Identified Mail) is an email authentication method designed to detect forged emails. It is a way to sign and verify email messages at the MTA level using public and private keys. Public keys are published in DNS TXT records. DKIM authenticates the source and its content. 

- DMARC (Domain-Based Message Authentication Reporting and Conformance) is an email validation system that detects and prevents email spoofing. It tackles phenomena such as phishing, spoofed sender spam, where emails appear to come from a legitimate organization at first glance.

## How spam words trigger spam filters

Over the past few years, internet providers have become more resourceful and have moved away from traditional spam triggers.

Now they learn from our interaction process with messages in our inbox. From this information, they determine whether to send an email to spam or deliver it to the inbox.

And knowing this, how do you decide what to write in the email subject line and what not to write in it?

Words can confuse users, leading to more spam complaints than usual. And such complaints, along with low recipient engagement with the email, negatively impact the sender's reputation and, ultimately, affect the deliverability of future mailings.

<Img
img="/uploads/spam_complaints_b8d7397563.png"
alt="Spam complaints within a campaign"
/>

How many times have you seen the word "Free" in an email subject line? And how many of them actually had free offers? Most likely, very few. And that explains why, when you see "Free" in your inbox, you just roll your eyes ironically in response to an attempt to entice you to open a deceptive email.

If people still open the email and see that there is nothing free there, senders receive a high frequency of complaints: sending emails to spam or unsubscribes, which will affect the sender's reputation.

Below are some common terms on the subject of spam, so you don't use trigger words and aren't mistaken for spammers or, worse, phishers.

### Money transfer

"Money transfer" are favorite words of phishers. If you see this in the subject line, you are likely being lured to open the email. Make sure the sender's address is correct, then there's a chance the email is genuine. The address billing@ex-ample.com and the address billing@example.com are different email addresses. Scammers try to take advantage of our carelessness.

### PayPal, Visa/MasterCard, or the name of any other bank

This is another case where a good name can be used for phishing.

Scammers often try to impersonate financial institutions and send emails with similar corporate colors and style. But the links lead to mirror sites that resemble the real company websites.

Consumers should check the sender's address and domain name. And marketers should use DKIM, SPF, and other authentication tools to prevent fake emails from harming the company's reputation.

### Lottery, gift, prize

These are always seen in the spam folder. Hundreds of thousands of emails are sent to people with subject lines claiming they have just won a big prize or that they have been selected for a lottery they never entered. You have to be very naive to believe this, but scammers still send them out by the millions because it's quick and easy.

### Urgent, please help

For many years, variations of the "damsel in distress" scheme have appeared, where phishers pretend to be wealthy individuals from a distant country who, being pursued by criminals, are forced to flee to a safe place.

For some reason, they choose you as the sole caretaker of all their money and promise a large reward for helping them open an account at a specific bank so they can transfer their funds. Such spammers have become the subject of many jokes, so avoid using similar words to avoid being among them.

###Casino, free spins, deposit bonus

Spammers associated with gambling often send campaigns promising high earnings, free entry, or doubling deposits. If the links do not lead to a well-known site, such emails are likely to end up in the spam folder.

Source: [**Mailjet**](https://www.mailjet.com/blog/deliverability/avoid-email-spam-filters/#subchapter-14)

Marketers face the ongoing challenge of avoiding spam filters and ensuring emails land in recipients' inboxes, not spam folders.

spam-filters.png

About what email spam is, what tactics can be used to prevent emails from getting into spam.

Spam Filters: How to Avoid Them in Email Marketing

How to Avoid Spam Filters in Email Marketing

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

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

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

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

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

## Expanding reach and enhancing engagement

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

### Expanding reach through increased coverage

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

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

### Increased open rates and message response

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

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

### Real success stories

Examples of brands that successfully integrated email and SMS:

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

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

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


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

## Enhanced personalization and targeting

### Building personalized communication with customers

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

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

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

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

### Segmentation and targeting: the perfect combination

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

### Increasing conversion

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

## Fast and timely delivery: capturing attention

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

### The real-time advantage of SMS

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

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

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

### Time-Limited Offers and Notifications

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

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

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

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

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

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


### Timely notifications for building customer relationships

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

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

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

## Multichannel Consistency and Branding

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

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

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

## Automation and efficiency in workflow

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

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

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

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

### Let's explore how automation works

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

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

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

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


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

### Let's consider these use case examples

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

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

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

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


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

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

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

## Summary

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

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

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

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

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

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

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

email-and-sms-campaigns.png

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

Email & SMS Campaigns: Maximizing Revenue Potential

Combining Email and SMS Campaigns: Maximizing Revenue Potential

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

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


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


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

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


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


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


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


Mass email marketing is necessary to:


- increase company sales; 

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

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

- conduct audience behavior research.

## Types of mass mailing


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


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


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


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


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


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


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


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


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


## Rules for mass email campaigns


Mass email campaigns follow the general rules of email marketing:


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

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

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

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

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

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

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


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


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


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

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

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

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

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

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


## How to improve the effectiveness of mass email campaigns

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

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

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

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

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

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

## Capabilities of email marketing services


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


### Email builder


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


### Campaign analytics


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


### Automation


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


### Personalization


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


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


### Data collection


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


## Examples of mass mailing


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


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


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

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

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


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


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


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


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

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


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

## Summary

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

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

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

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

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

massovaya rassylka.png

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

Mass Mailing, Types, Rules, Examples of Mass Newsletters

Mass Mailing: Types, Rules, and Examples

The email subject line is a brief, attention-grabbing phrase that summarizes the content or purpose of an email. It serves as the first impression.

kak-napisat-temu-email.png

This article help you improve your email subject lines and increase attention to your emails.

How to Write Engaging Email Subject Lines: 20 Tips

<Img
img="/uploads/servisy_dlya_rassylki_cb2b14b876.png"
alt="Top Email Services for Marketing Automation in 2023"
/> 

You probably know that email marketing yields positive results for many businesses. However, the challenge lies in the fact that traditional email providers like Gmail and Outlook aren't well-suited for mass email campaigns. So, what do you do if you have a substantial contact list? Email marketing services come to the rescue.


## An email marketing service: what’s it

**An email marketing service** is a solution for sending emails to a large number of users simultaneously. Typically, these tools are designed for sending newsletters, promotional campaigns, announcements, and more.

By using an email marketing service, you can reach a wide audience and engage with them at the desired frequency. These services often provide features for analyzing the effectiveness of your email campaigns and offer A/B testing capabilities to improve click-through rates.

Traditional advertising methods such as print ads and direct mail can be cost-effective, but they often lack insight into how consumers respond to your correspondence. Email marketing services can precisely tell you which content resonates with your subscribers. If [**automation**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development) is part of the service, you won't have to manually perform routine tasks, which can enhance lead generation and customer retention efforts.

While personal email accounts (corporate email) work well for small businesses, they can become inefficient as businesses grow. Email marketing services can provide a long-term solution to this challenge, allowing businesses to effectively manage their email communications and campaigns.


## When mass mailing is required


If you're still contemplating whether you need an email marketing service, consider analyzing your draft marketing plan: "Are investments in email marketing included in your quarterly/yearly budget?"

If you have budgeted for it, it's undoubtedly time to invest in email marketing services.

Here are several specific scenarios for mass email campaigns that are convenient to send through a specialized service:

- [**Promotional campaigns.**](https://altcraft.com/blog/email-campaigns-about-promotions) If you need to promote a product or service, email campaigns with descriptions of discount offers are ideal for stimulating sales. 

- **Informational newsletters.** If you plan to send exclusive content to subscribers, newsletters containing news and updates are an excellent choice. 

- **Product updates.** Inform your subscribers about new product lines or improvements to existing products. Use engaging email headers to generate interest and [**include CTA buttons**](https://altcraft.com/blog/what-is-cta) to boost conversion. 

- **Operational changes.** If you've updated business hours, moved to a new office, or revised pricing, it's essential to inform your subscribers.

When sending email campaigns, remember the goal of the campaign, your target audience, choose an effective sending time, [**personalize the content**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters), and ensure compliance with data protection legislation.

## Top 7 email marketing services

### HubSpot

<Img
img="/uploads/image6_7c9803b88c.png"
alt="HubSpot email marketing tool"
/>

[**HubSpot**](https://www.hubspot.com/products/marketing/email) allows marketers to create, customize, and optimize emails without needing any programming or design skills. You can send up to 2,000 emails per month, excluding test emails. HubSpot offers a user-friendly interface, a drag-and-drop tool for creating email templates, variables for personalization, and the ability to conduct A/B testing.

Additionally, you can generate customized reports from the collected data for analysis.

**Cost:** free.

### Mailchimp

[**Mailchimp**](https://mailchimp.com/) is ideal for users who are just starting with email marketing. It offers a user-friendly interface and provides over 100 email templates to choose from.


<Img
img="/uploads/2_b3ab454424.png"
alt="Mailchimp email marketing tool"
/>


Under the free plan, you can send up to 10,000 emails per month to no more than 2,000 subscribers, making it a great choice for small businesses. As your company grows, you can upgrade to a paid Mailchimp version with unlimited contacts, A/B testing, and enhanced segmentation.

**Cost:** there is a free plan available. The paid version ranges from $11 to $299 per month.

### Brevo

<Img
img="/uploads/3_35babaec98.png"
alt="Brevo, formerly Sendinblue email marketing tool"
/>

[**Brevo**](https://www.brevo.com/bulk-email-service/) is an email marketing service suitable for small, medium, and large businesses. It features a drag-and-drop editor, which is a crucial component of any good email marketing platform, and Brevo offers one of the most powerful editors in the market.

Brevo allows you to segment your audience for better customer interaction.

**Cost:** there is a free plan available (up to 300 emails per day, with watermarks on emails). Paid plans start at $35.


### Constant Contact


<Img
img="/uploads/4_88d3a12be5.png"
alt="Constant Contact"
/>

[**Constant Contact**](https://www.constantcontact.com/email-marketing) is an email marketing service that is best suited for small businesses and sole proprietors. It is known for its simplicity and user-friendliness, making it ideal for beginners.

The service offers built-in tools for social media sharing, easy tracking and reporting, and integration with e-commerce platforms like Facebook* and Shopify. With advanced features such as coupons, surveys, and event marketing automation, Constant Contact is considered one of the best email marketing services.

**Cost:** there is a 30-day free trial available with the option to upgrade to a paid plan. Paid plans start at $10 per month, with the Mail Plus plan priced at $45.

### SendGrid

[**SendGrid**](https://sendgrid.com/) is the number one choice for users who send [**transactional emails**](https://altcraft.com/blog/how-to-use-transactional-data), upload CSV files, or want to add contacts through APIs and registration forms.


<Img
img="/uploads/5_5768c8d949.png"
alt="SendGrid email marketing tool"
/>


Since SendGrid is focused on transactional email, the platform includes user protection from spam.

**Cost:** the free plan allows you to send 40,000 emails in the first month or 100 emails per day. To unlock all the features of the system, you need to switch to a paid plan, which ranges from $19.95 to $89.95 per month.


### Omnisend

[**Omnisend**](https://www.omnisend.com/) combines email, SMS, and other channels. To gather information about visitor actions on your website, you can create customizable forms.

<Img
img="/uploads/6_5fbf6e430a.png"
alt="Omnisend email marketing tool"
/>


Omnisend makes it easy to segment users and improve the ability to send relevant emails. The automation features and numerous built-in templates make Omnisend one of the best email marketing services.

**Cost:** for new users, there is a free plan. All features become available on the paid plan, the cost of which is determined based on the number of recipients.

### Altcraft Platform

[**Altcraft Platform**](https://altcraft.com/) is a Russian-developed email marketing service with a wide range of tools for email campaigns and automation.

<Img
img="/uploads/7_16db071b5f.png"
alt="Altcraft Platform, Russian email marketing service"
/>

Altcraft Platform integrates multiple communication channels, including email, SMS, Push notifications, and messaging apps like Telegram, WhatsApp, and Viber. It offers [**audience segmentation**](https://altcraft.com/help-center/manage-customer-database/database-segmentation-for-email-newslettering) based on various parameters, including specific characteristics.

Altcraft Platform goes beyond being a simple email service. It encompasses a wide range of direct marketing tools, including pre-built integrations with various services, a message template generator, scripts for automating complex emails, various types of marketing campaigns, customization of forms, surveys, pop-up windows, and more.

A distinctive feature of the Altcraft Platform is its scalability, allowing you to tailor the service to your needs. You can deploy the service as either a SaaS solution or an On-premise option.

**Cost:** there is no free version, but demo accounts can be provided upon request. The cost of the SaaS version depends on the number of profiles and starts at 9,990 rubles per month for 2,500 profiles. All the platform's features are available on any pricing plan.

## What to consider when choosing a service

If you've decided to invest in an email marketing service, the next step is to choose the perfect product from among the many options available. In this section, we'll describe the essential features that should be present in any email marketing service. Keep in mind that some developers include these required features only in their premium packages, while they may be absent in the standard or free versions.


### Monitoring user behavior

There's no point in investing in an email marketing service if you can't track how users react to your emails.

What you might need includes:

- Email open rates;
- Number of unique clicks;
- Click-Through Rate (CTR);
- Click-To-Open Rate (CTOR);
- Unsubscribe rate;
- Lead generation metrics.

Advanced services with in-depth reporting can calculate revenue per subscriber and track the performance of each email.


### Drag-and-drop

<Img
img="/uploads/altcraft_visual_editor_9934541b42.png"
alt="Drag-and-drop tool in message templates"
/>

The drag-and-drop tool significantly simplifies the life of a marketer. Platforms that have such a tool feature a convenient and intuitive interface, making it easy to create an attractive email design.

This allows you to save time on determining the rational structure of the email and the placement of elements.

### Segmentation and personalization

Segmentation allows you to send emails to selected individuals at the right time. When choosing an email marketing service, it's important to check if it can segment your subscriber list based on at least the following criteria:

- Location;
- Email engagement;
- Purchase history;
- Subscriber type (potential or existing customer).

Segmentation helps increase engagement levels because it ensures that recipients receive content that is relevant to them.

Personalization is also a key factor in boosting engagement and building customer relationships. There's no need for unnecessary words here; personalized content speaks directly to the recipient's interests and needs.

### A/B testing

A/B testing, also known as split testing, is an advanced method for determining how your audience responds to different elements of your content.

<Img
img="/uploads/image5_166c9b0941.png"
alt="AB testing as a method for discovering audience response to elements of email"
/>


This feature is useful when you need to quickly increase the number of email opens or leads.

Test different subject lines and elements in your email to determine what works best.


### Automation

<Img
img="/uploads/image3_593670dd98.png"
alt="Automation scenario for increasing customer list"
/>

Automation is a key tool for increasing your list of potential clients.

Imagine this scenario: you want to send [**a series of emails**](https://altcraft.com/help-center/marketing-automation-scenarios/marketing-automation-by-scenario) to potential clients with a specific offer. By using automation tools, you can pre-select which emails to send, in what order, and when to send them.

Once the settings are approved, your involvement in this process will end: interaction with subscribers will be carried out through automation, and together they will go through the entire [**customer journey**](https://altcraft.com/blog/increase-efficiency-at-all-stages-of-cjm).

This way, you can focus on strategy rather than sending emails.

### Template builder

When creating email templates, it's advisable to use a tool that simplifies this task. It's very convenient: you can select the template you need and customize it to your liking.

### High email delivery rate

Imagine this scenario: you've diligently worked to develop a great email marketing campaign, covered all the details, but your emails don't even reach your subscribers' inboxes. That's a failure.

Therefore, it's crucial to pay attention to the [email delivery rate](https://altcraft.com/blog/nine-rules-for-successful-email-deliverability) of a specific service provider. You should choose a service with a delivery rate as close to 100% as possible.

## Conclusion

Now that you've learned what to consider when choosing a service for mass email campaigns, you're almost there. 

With a list of key features and tools, you can select the best platform for your needs and expand your email list. Generate more revenue with reliable tools at your disposal.

\* *Facebook and other platforms by Meta are considered as extremist in Russia*

An email marketing service enables you to send emails to a large audience at once, making it ideal for newsletters, promotions, announcements, and A/B testing.

servisy-dlya-rassylki.png

Let's introduce 7 services that will make the life of email marketers easier.

Top Email Services for Marketing Automation in 2023

Top Email Marketing Services in 2023

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

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

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

## Why an email signature matters

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

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

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

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

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

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

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

## Elements of the email signature

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

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


Here are the key elements to include in any email:

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

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

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

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

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



## Tips for making a signature in mail

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

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


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

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

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

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

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

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

**Attention!**

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


- Adapt signatures for mobile devices.

- Regularly verify contact details and link functionality.

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

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

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

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


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


### Outlook

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

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

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

### Yahoo Mail

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

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

## Some services to create a signature in the email

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

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

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

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

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

2. Then click “**Email**”

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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


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

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

## Summary

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

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

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

image13.png

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

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

How to Create a Signature in Outgoing Emails

uzum-case.png

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

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

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

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

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

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

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

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

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

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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