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/>

Messaging apps, social media, push notifications, and other communication channels are gradually replacing the once-popular SMS format that has been around since the 1990s. Both personal and business conversations have long migrated to platforms like Telegram, WhatsApp, and others, where there’s no need to pay for every message sent.

Additionally, SMS cannot deliver media files or voice messages, which have become an integral part of online communication culture. This is why SMS is losing ground to other formats, though it is still used in marketing campaigns.

However, SMS technology is not disappearing; it is evolving into a more advanced form — RCS.

In this article, we will explain how Rich Communication Services (RCS) messaging works, its advantages and disadvantages, and the unique features and future of this type of online communication.

## What is RCS?

RCS is an advanced messaging standard that combines the functions of SMS and [**messaging apps**](https://altcraft.com/blog/messenger-marketing). In addition to text, RCS messages can include media files, share locations, and even create group chats. They also allow the addition of buttons and other interactive elements to facilitate quick communication without the need to switch to external platforms. Sending RCS messages is essentially like sending SMS over the internet, but with the added capabilities of modern messaging apps.


The new standard was introduced back in 2008. The switch to a different protocol was necessary to gradually replace [**SMS**](https://altcraft.com/blog/sms-marketing). The first RCS messages were sent in 2012, but the implementation and widespread adoption of this format have been slow and are still ongoing. This slow rollout is due to the complexity of integrating data from different mobile carriers. If a mobile network doesn’t support the standard, the smartphone won’t be able to receive messages from other users, as RCS chats will not be available on that device.

<Img
img="/uploads/differences_of_rcs_and_sms_57f1f1ac20.jpg"
alt="Differences between RCS and SMS"
src="Source: MessageDesk"
/>

Despite these challenges, Google continues to support the idea of promoting an alternative to SMS in order to compete with messaging apps and Apple’s iMessage technology.

According to Google, RCS chat is now possible between iPhone and Android devices. However, end-to-end encryption, which ensures full data privacy, [**is not yet available**](https://www.cnet.com/tech/services-and-software/ios-18-what-you-need-to-know-about-rcs-messaging-on-your-iphone/) when sending messages between the two systems. This raises concerns among users.

## RCS vs SMS: what’s the difference?

RCS service is the successor to SMS, but there are important differences between the two formats.

<Table>
| | SMS | RCS |
| ------ | ------ | ------ |
| **Content type** | Text (up to 160 characters), emoji, links. | Text (up to 8000 characters), emoji, links, photos, GIFs, videos, geolocation and other files that are transferred in their original size and quality. |
| **How messages are sent** | Over the mobile network. | Via the Internet and mobile network. |
| **Group use** | A chat between only two users. Mass mailing format when you want to send a message to several people. | Group chats with up to 100 recipients added, which is similar to the messenger format. |
| **Calls** | Not available. | Audio and video calls are possible. |
| **Availability** | Work on any mobile devices of all service providers. | Not yet available on some smartphones, no support for all mobile providers. |
| **Pricing** | Each message is paid for. | Mobile traffic is paid for. |
</Table>

As you can see, RCS is a more interactive option for users as it enables interaction with smartphone elements such as maps and browsers. This provides more opportunities for communication and user engagement. 

## Advantages and disadvantages of RCS

### Advantages

- **Universality**, similar to SMS (in the long run). With RCS, messages can be sent to any user. Currently, business communication through messengers is limited by deciding where to message: Telegram, WhatsApp, Viber, etc. The plan is to migrate all devices, except button phones (which still exist), to the RCS protocol. Then, no additional apps will be needed for receiving messages, aside from the default ones. 

- **Marketing opportunities.** Since media files can be sent, brands can create vibrant marketing campaigns in their messages, increasing engagement and conversions. 

- **Real-time communication.** Message status updates make interactions dynamic and transparent, which is essential for fast marketing communications. Therefore, RCS offers more analytical capabilities than SMS. It's easier to track conversions after campaigns, perform [**A/B testing**] (https://altcraft.com/features/mvt), and make better decisions. 

- **Cost savings through a larger audience reach.** While SMS charges for each message sent, RCS group chats allow sending messages to large groups with charges only for internet traffic or a fee to the telecom provider. 

- **User verification for those who can send messages.** This increases trust in brand communication channels and the messages themselves, as this security approach helps protect against spam.

### Disadvantages

- **Internet dependency.** RCS messages won’t be sent without Wi-Fi or mobile connectivity, so you'll need to rely on SMS or MMS, which can be less convenient and more expensive than using internet traffic. 

- **Technological limitations.** First, the standard doesn't work on all smartphones. Second, not all mobile operators support RCS. In Russia, for example, only MTS and Samsung phones with the latest OS versions currently support it. In the U.S., RCS is supported by AT&T, Verizon, T-Mobile, and Sprint. India, Canada, and some European and African countries have also adopted the standard. For iPhones, this feature is available only with iOS 18. RCS works on Android, so Google [**provides information**](https://support.google.com/messages/answer/7189714?hl=en&sjid=7477958191323980248-EU) on how to enable RCS chats on their devices.

## The future of RCS

While the advantages of the protocol are clear, it remains uncertain when RCS will work universally and stably, and whether it will be able to reach the same audience as SMS messages. The widespread use of messengers hinders the popularization of this format, as users are already accustomed to communicating through various channels.

However, there is another side that makes this alternative to SMS a promising communication option for marketers. With RCS, users won’t need to juggle [**multiple channels**](https://altcraft.com/glossary/omnichannel-its-benefits-for-businesses-and-implementation), focusing on one application. Accordingly, they will receive offers from brands in one place.

Will RCS be able to completely replace SMS? Such an outcome is unlikely. Most likely, SMS will remain a backup option, as the ability to send information without an internet connection is a significant advantage that new technologies have yet to surpass.

## RCS for marketing

Any new communication channel presents an opportunity to promote products and services. And the sooner you start mastering advanced tools, the better your chances of success. Although RCS is not yet widely popular, there are already users actively utilizing this messaging format. Therefore, marketers should pay attention to this new technology while competition in this area remains low.

Marketing strategies through this format can follow those of Push, SMS, and email campaigns. However, RCS messages include additional features: visual, textual, and interactive elements.

**To create an RCS campaign, you need to:**
1. Identify the audience that uses this message transmission protocol. 

2. Segment the audience to offer the most relevant offer for each customer type. A [**CDP**](https://altcraft.com/features/cdp) platform, which consolidates all user information from various sources—activity, target actions, and other data — can help with this. 

3. Develop a strategy: what type of messaging, for whom, and when it will be sent. A data-driven approach allows for personalized offers (this is how the marketing automation platform [**CDP Altcraft Platform**] (https://altcraft.com/).

4. Create ad creatives and other elements that support the RCS standard (the transmission of high-quality media content is possible). 

5. Conduct A/B testing and select the best offers for clients. 

6. Launch the campaign. 

7. Draw conclusions for future strategies.

## Summary

RCS is an enhanced version of SMS messaging that includes the ability to send media files, geolocations, interactive elements (this is what sets it apart from MMS), as well as voice and video calls. These messages are sent over the internet and do not require additional apps, simplifying and reducing the cost of communication.

However, the RCS standard is not as widespread as SMS. Not all devices and mobile operators support advanced messages. Rich Communication Services are available on Android smartphones and on iPhones only with iOS 18.

The implementation of the technology is slow, but if successful, RCS could replace multiple messengers and consolidate communication into one channel. This would be convenient for both users and marketers, who could promote brand products and services through a channel with a wide audience reach.

RCS enhances SMS with media, geolocation, and interactive features, but adoption is slow. It could unify messaging across devices if widely implemented.

rcs-vs-sms.png

About what Rich Communication Services (RCS) is, how it works, its advantages and disadvantages and future of this type of online communication.

RCS vs SMS for Business & Marketing: Comparison, Pros & Cons

RCS vs SMS: Why the New Messaging Format Matters for Marketers

<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/S05GIKUSKZ8?si=pu6OsTW-wKWB4wpR"
/>

In 2023, worldwide [**app downloads**](https://www.statista.com/statistics/271644/worldwide-free-and-paid-mobile-app-store-downloads/) reached 257 billion, with users spending [**over 16 billion hours**](https://www.statista.com/statistics/1446684/cumulative-time-spent-on-apps/) in them last year. In 2024, these figures continue to grow.

App marketing is one of the most promising online promotion strategies. Advertising within mobile apps can serve as an additional tool for marketing communication with both external and internal audiences. This approach is called In-App advertising and is utilized by various online businesses.

This article will delve into the types, complexities, and creation of such advertisements.

## What is in-app advertising

In-app advertising refers to ads within [**mobile applications**](https://altcraft.com/blog/mobile-app-as-a-marketing-channel), appearing either before loading or within the interface. The format resembles website banners that appear at specific times or persistently on the page while the user browses content. However, mobile advertising is more intrusive: users often cannot immediately access the app's functionality and must first view the ad or close it with a special button. This is reminiscent of pre-roll ads before videos.

In-app traffic is chosen for advertising gaming app services, platforms, and other online businesses. Ads are typically shown in free or trial versions of applications, and the option to disable them may be used as an incentive to pay for premium access.

Brands' own advertisements within apps are also considered in-app advertising. In this case, users are not directed to an external website but are kept within the company's app or redirected to its own web page.

### How does in-app advertising work

In-app advertising is managed by Demand-Side Platforms (DSPs) — intermediaries between app owners and advertisers that aggregate different ad networks. They handle the purchase of ad space. Companies come to DSP platforms to order mobile advertising placements. The cost depends on the current bid, which is determined by auction principles. 

There are also Supply-Side Platforms (SSPs), where advertising can be tailored to a specific [**target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it).

### How is in-app advertising paid for

There are several pricing models:

**CPC** — Cost Per Click: Payment for each click. A beneficial model where the advertiser only spends the budget when users are genuinely interested in the ad. However, accidental clicks also incur charges.

**CPM** — Cost Per Mille: Payment for 1000 ad impressions. It's inexpensive but not the most reliable model because there is no guarantee of returns.

**CPA** — Cost Per Action: The cost deducted from the advertiser for a specific action (conversion, subscription, download, etc.).

**CPI** — Cost Per Install: Payment for the installation of the advertised application.

### Advantages of in-app advertising

In-app marketing is a promising avenue for promoting products. Advertising on mobile devices offers the following benefits:

- Simplified moderation and ad creation compared to ad managers on social networks and specialized platforms. 


- A vast audience that accesses applications daily and potentially can become your customers. 


- Opportunity to diversify ad creatives. In-app ads can be dynamic, such as in the form of mini-games. 


- Visibility of ads, from which users cannot escape.

## Distinguishing in-app advertising from push notifications

[**Push notifications**](https://altcraft.com/blog/mobile-marketing-101-push-notifications) are also utilized for advertising through mobile applications, but there are differences compared to in-app advertising.

<Table>
| | Push | In-app |
| ------ | ------ | ------ |
| Appearance | A small pop-up message at the top of your smartphone screen. You can view the full message by clicking. | Banner (image, picture with button and other variants) in the application interface. |
| Location | Appears outside the application. | Only works within the application at startup. |
| Purpose | Promotes in-app activities: returns to purchases, incomplete actions, and so on. Does not promote third-party products, but only those that can be purchased in the app. | It also advertises third-party services and products (if it's paid ads from other brands in the app). But own in-app, as well as push messages, motivate to actions inside the app. For example, they offer to take part in a promotion. |
| Personalization | High level because push notifications are often sent to a specific user based on their actions. | For third-party ads, personalization is weak because external advertisers don't get all the information about the audience. Internal in-app ads from app owners can work on a Push basis and personalize offers. |
</Table>

## Types of in-app notifications

Let's explore options for advertising within other applications and internal in-app messages.

**Banners with a** [**CTA**](https://altcraft.com/blog/what-is-cta) triggered by clicking on the image. They occupy either the entire screen or a portion of it. Typically, they remain visible until the user takes action: clicking on the image or closing it via the cross or a dedicated button.

<Img
img="/uploads/banner_with_cta_b59d531b8b.png"
alt="Banner with CTA"
/>

**Video ads** are clips that cover the interface, and users cannot scroll past them until they have watched them entirely or for a set amount of time.

<Img
img="/uploads/video_ads_bf8739b9b8.png"
alt="Video ads"
/>

**An interactive format that resembles a game.** The user is offered to control a hero, solve a problem, spin a wheel for a drawing, take a test and so on.

<Img
img="/uploads/in_app_ads_with_gamification_916753c138.png"
alt="In app ads with gamification"
/>

By the type of user interaction, in-app notifications can be:

- **Welcome and guidance notifications.** Often used for onboarding purposes to help users understand how everything works. 

- **Rewards** for returning or for completing a specific level.

<Img
img="/uploads/reward_ad_c4a74fa12f.png"
alt="Reward ad"
/>

- **Announcement notifications:** informing about updates, new features, or failures. 

- [**Personalized**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) **notifications** offering discounts and promotions. 

- **Feedback request**: a request to rate a product or service.

<Img
img="/uploads/feedback_request_21ae493b47.png"
alt="Feedback request"
/>

According to the location in the application distinguish such in app messages:
- A banner on part of the smartphone screen.

<Img
img="/uploads/banner_on_part_of_screen_e7035dcb39.png"
alt="Banner on part of screen"
/>

- A banner that closes the entire interface. 

- Embedded ads in the app's shared feed.

<Img
img="/uploads/embedded_ads_in_the_app_48580b07c3.png"
alt="Embedded ads in the app's shared feed"
/>

## What can be the difficulties with in app advertising

In-app advertising is a non-universal format and is not suitable for everyone. Along with significant pluses, there are disadvantages.

For in app ads within your app:

**Deterioration of the user experience.** Pop-up messages can annoy the user, especially if they are intrusive and it is not obvious how to close them quickly.

[**Banner blindness.**](https://altcraft.com/glossary/banner-blindness-its-causes-and-how-to-deal-with-it) In-app ads are more noticeable than on-screen ads, where ads are plentiful. But even here it is possible that the user will close the message out of habit if it does not attract attention. Similarly, your ads will get lost in the interface.

For in app advertising in third party apps:

- **Lack of quality audiences and lack of personalization.** Ads can go to waste because there are no detailed targeting settings. 

- **Cost.** Because of the work on the principle of auction at high demand prices for displays (or other method you have chosen) will become higher and not the fact that will pay off. Especially if they show the wrong audience. 

- **Risk of fraud.** Due to unscrupulous intermediaries, the sphere of In app advertising is discredited. There are cases of account theft, false clicks to get more payment from the advertiser, and even use special software that imitates targeted actions.

## How to make in-app ads work

Before launching an in-app campaign within your app or buying third-party ads is important:

- **Define goals** — how many conversions, new users or subscribers you expect. 

- **Describe the target audience** to whom you will show ads. If possible, segment to understand exactly which offer to broadcast to each group. 

- **Prepare creatives**. Here it is worth to show originality and go beyond the boundaries of the standard banner to capture the attention of the user. If there are resources and the opportunity to make an interactive format, gamification, try to realize it. The message in advertising should be short and clear, because it is unlikely that the user will spend time to study the content that he did not expect to see. Especially if he went to the app with a specific purpose. 

- **Check the view of your creatives on the screen**: whether the picture is displayed correctly, whether the buttons work and where they lead. 

- **Test different variants and draw conclusions** (A/B and other hypothesis testing options).

What a proper in-app marketing campaign for your own app should include:

**A personalized approach.** The more precisely you hit the customer's need with your message, the more chances you have of getting the reaction you want. Personalization is possible when a company collects and processes user data correctly, for example, with [**a CDP marketing automation platform**](https://altcraft.com/en/).

Don't forget geotargeting either: offer relevant offers nearby.

**Thoughtful timing of ads.** You don't want to distract people with a notification when they are already placing an order. Telling about new individual discounts when opening the application is a more effective option.

**Moderation in the number of messages.** Messages that appear on the screen too often will only cause irritation, not a desire to continue communication with the brand. They will also only increase the user's "banner blindness".

## Summary

In-app advertising comprises promotional messages inside mobile applications: both from the app's owners and third parties, which appear on the screen and prevent users from continuing their actions until closed.

This method of marketing targets a broad audience, often utilizing creative formats such as interactivity, gamification, and others. In-app messages differ from push notifications in that users only see them while using the application, whereas push notifications appear even when the app is running in the background. However, both types of messages aim to encourage users to take specific actions, such as making a purchase, downloading content, subscribing, and more.

Within proprietary applications, in-app advertising is also employed for onboarding, informing about updates, and soliciting feedback. The main types of in-app advertisements include banners, videos, and various interactive formats like mini-games, quizzes, and others.

To create effective in-app advertising, it's crucial to define goals, design creative content, consider timing and frequency of displays.

In-app advertising involves promotional messages displayed within mobile applications, originating from both the app developers and external parties.

in-app-advertising.png

About what App advertising is and types, complexity and creation of ads.

In-App Advertising: What’s It, How It Works & How to Do It

In-App Advertising: What It Is, How It Works, and How to Do It

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

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

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

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

## What is CGI Graphics

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

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

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

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

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

## CGI Graphics in Advertising

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

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

## Why marketers use CGI design

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

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

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

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

## How CGI advertising is created

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

### Stages of CGI creation

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

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

## CGI clips in advertising: examples

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

### Jacquemus

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

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

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

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

### Maybelline

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

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


### Barbie

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

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

### L'Oreal

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

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

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

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

### Rebranding of M.Video


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

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

### DOM.RU

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

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

### Sberbank

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

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

### Coca Cola

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

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

### Balenciaga

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

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

### Pokemon Go

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

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

### Alexander Wang Underwear

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

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

### Poison Drop

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

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

## Summary

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

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

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

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

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

cgi.png

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

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

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

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

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

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

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


### Why New Year’s marketing is profitable

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

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

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

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


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

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

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

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

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

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

### Promotions and discounts

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

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

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

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

### Selections of images and gifts

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

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

### Countdown

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

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

### New Year’s decoration

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

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

### Interactive

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

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

### Raffles and gifts

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

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

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

### Nostalgia

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

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

### Useful content

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


### Offline advertising

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

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

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

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

## Summary

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

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

new-year-marketing.png

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

Holiday marketing before the New Year, bright brand campaigns

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

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

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

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

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

Let's look at some examples of newsletters.

## What types of newsletters can be

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

### Selling emails

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

**Discount emails**

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

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

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

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

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

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

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

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

**Sales newsletters**

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

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

**Product launch newsletters**

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

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

**Personalized offers** 

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

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

**Newsletters about referral programs**

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

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

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

### Сontent newsletter

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

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

**Helpful emails**

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

**Digests**

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

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

**DIY-newsletters and guide newsletters**

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

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

**Selection based on interest**

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

### Informational newsletters and news digests

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

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

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

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

### Announcing newsletters

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

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

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

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

### Congratulation letters

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

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

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

### Trigger newsletters

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

**Greeting emails**

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

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

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

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

**Abandoned cart**

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

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

**Asking for a review**

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

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

**Reactivating letters**

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

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

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

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

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

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

### Transactional letters

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

**Notification of payment** 

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

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

**Notification of delivery**

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

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

**Service notifications**

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

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

## Conclusion

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

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

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

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

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

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

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

tipy email rassylok.png

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

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

Types of Email Newsletters and What They are

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

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

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

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

## How WhatsApp newsletters work

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

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

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

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

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

### Newsletters via personal accounts

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

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

### Newsletters via WhatsApp groups

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

## What businesses benefit from WhatsApp newsletters

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

## WhatsApp newsletter rules

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

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

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

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

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

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

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

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

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

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

### How to pay for newsletters on WhatsApp Business

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

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

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

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

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

## How to send newsletters on WhatsApp

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

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

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

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

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

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

**5. Schedule message chains.**

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

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

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

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

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

## Conclusion

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

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

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

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

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

rassylki-whatsapp.png

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

WhatsApp Newsletters: Settings, Benefits and Rules

WhatsApp Newsletters: How to Do It Right

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

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

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

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

## What is retargeting

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

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

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

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

## Retargeting and remarketing are not the same

These concepts are often confused, but there are differences:

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

## Why your business needs retargeting

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

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

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

## How retargeting work

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

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

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

## Types of retargeting

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

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

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

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

Retargeting also differs depending on the type of activity:

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

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

There are also static and dynamic retargeting:

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

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

## How to set up retargeting

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

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

## Retargeting examples

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

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

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

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

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

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

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

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

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

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

Another example of retargeting after viewing travel tours:

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

## Conclusion

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

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

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

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

Блог (1).png

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

What is Retargeting and Why Does Your Business Need It

Retargeting: Definition, Types, Steps

uzum-case.png

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

bnb-bank-kejs-v-menyu.png

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

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

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

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

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

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

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

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

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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