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

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

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

## Why an email signature matters

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

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

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

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

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

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

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

## Elements of the email signature

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

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


Here are the key elements to include in any email:

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

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

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

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

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



## Tips for making a signature in mail

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

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


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

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

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

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

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

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

**Attention!**

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


- Adapt signatures for mobile devices.

- Regularly verify contact details and link functionality.

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

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

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

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


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


### Outlook

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

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

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

### Yahoo Mail

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

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

## Some services to create a signature in the email

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

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

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

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

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

2. Then click “**Email**”

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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


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

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

## Summary

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

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

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

medium_image13.png

small_image13.png

thumbnail_image13.png

image13.png

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

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

How to Create a Signature in Outgoing Emails

<Img
img="/uploads/image2_81af22abe6.png"
alt="2023 Business Roadmap: Strategies for Growth & Success"
/>


While marketers often concentrate on attracting potential customers and converting them into buyers, this approach rarely yields the anticipated results. [**Gartner**](https://www.gartner.com/en/sales/insights/b2b-buying-journey#:~:text=Your%20sales%20reps%20have%20roughly%205%25%20of%20a,Gartner%20guide%20for%20CSOs%20to%20learn%20how%20to%3A) agency has calculated that only 5% of purchases happen directly through the sales department, with clients interacting with companies through marketing channels such as social media, websites, blogs, and press releases.

As a result, the spotlight is on customer engagement and active online presence—these are the ways in which companies can distinguish themselves in the market and stimulate demand for their products or services.


## What is demand generation


When demand is generated, your company becomes well-known, your products and services are sought after, and customers proactively reach out to you for assistance.

**Demand generation** involves identifying potential customers who are unaware of the existence of your product but have a need for it. Your task is to spread information about your company and convince customers that you provide the solution to their problems.

<Img
img="/uploads/image4_f3d3abca36.jpg"
alt="Demand generation: notion, what is it"
/>

For instance, consider a potential customer in need of a CRM system. Your company specializes in developing exactly such a tool. The customer is unaware of your existence, compares solutions on the market, and leans towards purchasing a CRM from a well-known developer. Generating demand for your product means explaining the value of your CRM, highlighting how it differs advantageously from a popular brand.

While working on creating excitement and demand for your product, you simultaneously address several other objectives, namely, accelerating business growth and expanding your consumer audience.

## How demand capture and demand creation differ


The fundamental laws of economics state that demand begets supply. Demand is at the core of any business. The processes of demand capture and demand creation are similar but require different levels of effort and are directed towards different objectives.

Demand capture involves attracting people who are ready to make a purchase – those who have gone through [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel) and are at the final stage. This includes customers closer to the end of the sales funnel. Your goal is to push them towards closing the deal. You don't need to invent anything new at this point since these are individuals who have already recognized the need for your product.

**Marketing strategies for demand capture in the B2B sector might include:**

- **Case studies:** demonstrating that your solutions work.

- **Media coverage:** gaining popularity in mass media ([**reviews**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales), news articles, etc.) to convince consumers that your brand and products are valued by society.

- **Own resources:** a well-designed website, a social media presence, containing detailed information about your product, its functioning, price, and comparisons with other products in the market.

The demand capture process is closely tied to how a person has interacted with the product in the past. A positive experience is more likely to lead to conversion.

When it comes to demand creation, the first step is to identify the problem of the [**target buyer**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it) and answer how your company can solve it. Unlike demand capture, the process of demand creation involves customers in the top and middle parts of the funnel. It's particularly important to learn how to create demand for lesser-known and specialized companies.

<Img
img="/uploads/image5_a6bdca4de7.jpg"
alt="Marketing strategies to capture demand"
/>

**For demand creation, the following marketing strategies are used:**

- Increasing brand awareness through mass media, paid advertising, and PR.

- Building educational resources: blogs, in-depth posts on social media, informative articles.

## Crafting an efficient demand generation strategy
### Explore the market and audience


When you begin exploring the market, pay close attention to your competitors. Examine who comprises the target audience of your competitors, the products and services they offer, their pricing strategies, and the marketing approaches they employ. Answering these questions will help you identify your own advantages and refine your target audience.

Once you've defined your target audience, delve into understanding them. Demographic characteristics, interests, behaviors, needs, and preferences are all essential. Conduct surveys, organize focus groups, and analyze social media purchase data. Based on the collected information, segment your target audience. This will enable you to gain deeper insights into each group and tailor your strategy to meet their needs.

Regular [**surveys**](https://altcraft.com/blog/customer-satisfaction-survey-mistakes) are necessary since consumer preferences change rapidly. Gather feedback from customers to provide personalized offerings.


### Create a unique selling proposition


You should first understand and then communicate to consumers the value of your offering. To achieve this, define what makes your product or service unique. It could be instant delivery, high availability, or exceptional efficiency. Which attribute of your product will attract the most customers?

<Img
img="/uploads/image3_c8bdb65347.jpg"
alt="Unique selling proposition to engage customers"
/>

Devise a memorable call-to-action phrase. Your proposition should be clear and appealing. If you have the opportunity, test the proposition on real customers. Make adjustments if necessary based on the actual results obtained.

### Develop a marketing strategy

Outline a range of marketing channels that you intend to utilize to attract customers. These can encompass social media platforms, targeted or native advertising, PR campaigns, and [**influencer marketing**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy).

Remember: only post high-quality content on any platform. Strive to be proactive and anticipate the needs of potential customers. This strategy works well, as many consumers gather information online before engaging with a seller. Position yourself as an expert in the digital realm. This approach can foster a trustworthy relationship with customers right from the start.

[**Diversify your content**](https://altcraft.com/glossary/content-marketing-what-is-it-for-and-how-to-launch-it). Your audience includes those who are frequent users of your products or services, first-time visitors, and even those who are unaware of your existence. Your content should engage each group. Address frequently asked questions in your publications to save time during customer interactions.

Allocate a budget for your marketing strategy. Don't exhaust all your resources in a single promotional channel; an omnichannel approach is more effective. At this stage, it's essential to determine the resources needed to achieve your goals and identify where to acquire them.

Utilize marketing metrics and KPIs to assess the effectiveness of your actions. Analyze the results and make timely adjustments to your marketing plan.

### Drive demand stimulation


Harness promotions, discounts, lead magnets, promo codes, and other marketing tactics to stimulate demand effectively.

Craft an enticing [**loyalty program**](https://altcraft.com/blog/customer-loyalty-program) to make working with you even more rewarding for repeat customers. For others, this can serve as an incentive to engage with your company more frequently. Common loyalty program features include accumulating points, increasing discount tiers, or granting access to exclusive offers. Referral programs are also valuable for rapid scaling: customers refer friends and receive bonuses in return.



<Img
img="/uploads/image1_4e2b7099a2.jpg"
alt="Loyalty program to attract buyers"
/>

### Care for all your customers


Not all leads you attract will immediately convert into buyers. However, it's unwise to discount potential customers who didn't make a purchase right away. You've already invested time and resources into drawing them in, so why not continue engaging with them? It's entirely possible that they'll be interested in trying your product in the near future.

To nurture customer relationships, marketing teams should collaborate with sales departments. This way, your company can comprehensively influence potential customers. Maintain communication through email campaigns, extend holiday greetings, and make personalized offers to stay engaged with them.
## Summary

As you've gathered, successful businesses engage with every stage of the sales funnel. Significant results are achieved by those who strike a balance between lead generation and demand creation. This approach ensures that the company's influence touches all leads, from the beginning to the end of the funnel.

In this article, we've outlined general steps for crafting a demand generation strategy. Since each business is unique, adapt these recommendations to fit your goals and objectives.

Successful businesses balance lead generation and demand creation across the sales funnel, achieving comprehensive influence from start to finish.

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image2.png

Discover how thriving enterprises strategically navigate the sales funnel, achieving remarkable outcomes through a delicate dance between lead generation and demand creation.


2023 Business Roadmap: Strategies for Growth & Success

2023 Business Roadmap: Thrive and Succeed

<Img
img="/uploads/Blog_ang_21234ef77d.png"
alt="How to Increase Your Customer Database for Email Newsletter"
/>

Have you ever faced the disappointment of readers unsubscribing from an email newsletter you spent almost the entire workday preparing? This kind of frustration is like a teacher losing your perfectly written exam paper.

Losing valuable contacts can be disheartening, but don't let it shake your confidence. Instead, think about what you can do to improve the situation.

Some events are beyond your control. People may unsubscribe when their interests change, such as when they change jobs. However, it is entirely within your power to continuously grow your contact list with interested individuals. Here you will find proven strategies for rapidly increasing your subscriber base.

## Why you need the email list of leads


A list of email addresses consists of people who have filled out a registration form and given the company permission to send them newsletters. Through these newsletters, the company informs subscribers about promotional offers, updates and schedules, guides, and new products.

In addition to email addresses, the [**database**](https://altcraft.com/glossary/everything-about-the-customer-database) also accumulates other demographic, social, and behavioral information about subscribers. This allows marketers to develop personalized offers.

The path to profitable email marketing starts with growing the contact list. We want to caution you against [**common mistakes**](https://altcraft.com/blog/nine-rules-for-successful-email-deliverability) made by impatient marketers. In the pursuit of quantity, many forget to maintain the database's cleanliness and order.

## Why to constantly expand your email list

The normal unsubscribe rate from email newsletters is typically around 0.2-0.4%, though it may vary slightly across different industries.

The number of active email addresses in your list naturally decreases over time. Therefore, marketers should continuously attract new customers.

Your email list serves as the engine of your marketing campaign. Like a real locomotive, it requires constant maintenance, which demands time and effort. This may be tiring, but if you create a healthy and high-quality email list, the results will not disappoint:

- Build trust with your [**target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it).

- Foster strong relationships with subscribers.

- Increase website traffic.

- Boost sales.

- Enhance brand awareness.

- Obtain fresh information about real customers.

- Elevate subscriber engagement levels.


## 20 helpful ideas for boosting your email list 

### Idea #1. Place registration forms on key pages of the official website

The homepage is the face of your brand and receives a significant portion of the traffic. It makes sense to position the subscription form right at the beginning of the user's journey.

Apart from the homepage, there are other frequently visited sections of the website. For instance, pages with podcasts or the online store can attract a lot of traffic. Consider collecting contact information on these pages as well. Experiment until you find the best way to attract subscribers.

<Img
img="/uploads/photo_2023_08_02_14_33_51_9fb1628ec1.jpg"
alt="registration form on a webpage of the author & blogger"
/>

### Idea #2: Use pop-ups to grab attention

Pop-ups are an effective tool for collecting email addresses. A pop-up is a user interface element that appears periodically at the top of a web page.

Test different positions, designs, and text for the pop-ups to determine what works best. It's essential to find positions that yield higher conversions without turning users away.

<Img
img="/uploads/image6_48bd3d5c4e.png"
alt="Pop-up with a subscription form on the online store webpage"
/>

### Idea #3: Invite subscribers from your blog

Some brands maintain a blog with unique content and share snippets from it in their newsletters. If this applies to you, it would be beneficial to inform your blog readers about the advantages of subscribing to the newsletter. Set up a banner or place a link for newsletter subscription. Cross-promotion can be effective but be mindful of maintaining a balanced approach, as overly aggressive advertising can be off-putting to users.

The blog "The Blonde Abroad" has placed its newsletter subscription form in the footer. This decision may be controversial, but it has a significant advantage. The subscription offer presented in this way is not aggressive, yet it appeals to interested readers who happily take the opportunity to become subscribers.


<Img
img="/uploads/image1_14d38430af.png"
alt="Example of a subscription form placed in the footer of a website"
/>

### Idea #4: Learn to use landing pages effectively

[**A landing page**](https://altcraft.com/glossary/what-are-landing-pages-and-why-they-matter) is a page optimized for attracting traffic and increasing conversion rates. Visitors can arrive at landing pages from different parts of the website or external sources. You can also place a link to a landing page at the end of one of your social media posts.

Don't forget to include a link to the registration form in [**transactional emails**](https://altcraft.com/glossary/transactional-emails-what-they-are) and in the email signatures of your employees. This way, all non-marketing emails will have an additional opportunity to expand your contact list.

<Img
img="/uploads/photo_2023_08_02_14_38_15_fe9fbe51dd.jpg"
alt="Landing page with an offer to attract customers"
/>

### Idea #5. Use social media advertising to find your target audience

Advanced [**segmentation tools**](https://altcraft.com/blog/how-and-why-to-segment-target-audience) in social media platforms such as Meta*, LinkedIn, and Google Adwords allow you to tailor ads to different users based on specific metrics.

This increases the likelihood of reaching users with relevant interests and pain points. Engaged readers will be more interested in receiving up-to-date news from your company.

### Idea #6. Add the option to subscribe to the newsletter from social media

Be sure to provide the option to subscribe from your social media pages. Place [**CTA buttons**](https://altcraft.com/blog/what-is-cta), create pinned posts, and edit the "About us" section to facilitate subscriptions.

Additionally, plan and schedule posts, some of which should include a call to action to subscribe to the newsletter. Repost the content that resonates the most with your audience after some time.

<Img
img="/uploads/image12_6254b444f9.png"
alt="Signup link on a social media page of the company"
/>

### Idea #7. Organize a contest among subscribers

Nothing motivates users to engage more than the chance to win valuable prizes. You can hold a special prize draw for subscribers on a monthly basis, and additionally, offer a pleasant bonus for those who have recently joined.

<Img
img="/uploads/image4_3abf9dbc27.png"
alt="Conducting a contest for followers of the brand on a social media platform"
/>

### Idea #8. Offer promotions and exclusive discounts

Some users click on links just to find out the size of the discount and make a more advantageous purchase. If they become your subscribers, thank them for it.

It's possible that some new subscribers may unsubscribe as soon as the promotion ends. You need to carefully analyze such cases and try to understand how they initially landed on the subscription form page. This information will be useful when creating [**personalized content**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) that can help prevent unsubscribes.

Usually, brands run promotions and sales during holidays, such as New Year's holidays. Some distribute promotional offers throughout the year, and this approach generally works better as customers won't leave you at the end of the discount season.

However, be careful not to overuse discounts as it may lead to losing your [**customers' trust**](https://altcraft.com/blog/customer-trust), criticism, or even becoming a subject of memes.

<Img
img="/uploads/photo_2023_08_02_14_42_41_6d0683072c.jpg"
alt="Offering a discount by brand to attract new buyers"
/>

### Idea #9. Create premium content

Reports, documents, webinars, topical research – this type of content is called "premium content" because it requires significantly more resources to create than a regular blog post or social media content. Readers highly value premium content.

How can you use premium content to increase the number of subscribers? Place a banner on the landing page offering to subscribe to the newsletter to receive premium content. Before starting the newsletter, ensure that you have obtained the consent of all recipients on the list. Be sure to specify separately that the client agrees to receive your newsletter by filling out the registration form.

<Img
img="/uploads/image5_4daf2273ea.png"
alt="Giving a free & unique content for subscription"
/>

### Idea #10. Send unique content via email

Providing unique content specifically via email is an opportunity to increase the value of your newsletter and establish trusting relationships with your audience. This approach is also known as email blogging: exchanging materials and personal thoughts through a channel dedicated solely to email.

For example, the "3-2-1" newsletter by James Clear is a brilliant marketing idea because it offers concise, valuable, and diverse content in a single email. By providing three ideas, two quotes, and one question, it keeps subscribers engaged and interested, while also encouraging them to look forward to the next edition. This format allows James Clear to showcase his expertise, foster a sense of community with his readers, and maintain consistent communication, ultimately strengthening his brand and expanding his reach.

<Img
img="/uploads/image8_4e40fb17e2.png"
alt="Unique content sent via email to the subscribers"
/>

### Idea #11. Create a viral newsletter

Finding a way to create viral content is not easy. There is no secret recipe for viral content, but let's consider some top examples from the past:

- In 1996, **Hotmail** introduced its email service to the world. At the end of each sent email, the system automatically added the phrase: "PS: I love you. Get your free email at Hotmail." Thanks to this viral phrase, the company quickly gained millions of subscribers.



- The 2008 US presidential election was marked by **Obama's vibrant campaign**. The marketing emails sent out featured attention-grabbing headlines and powerful CTAs. Combined with personalized content, the campaign attracted many supporters.



- In 2008, **Charmin** released an app called "**Sit or Squat**," a service for finding nearby public toilets. Users could rate visited facilities in the app. The email that Charmin sent to its subscribers went viral with the subject line: "Charmin asks: Do you sit here or just squat?"



- In 2016, Candace Payne posted a video of herself hysterically laughing while wearing a **Chewbacca mask** she bought from **Kohl's**. The video went viral on the internet. Kohl's later thanked her for the purchase and offered her to buy other Star Wars merchandise. Kohl's thank-you email also went viral, positively impacting the brand's reputation as fun and cheerful.

Generating ideas for viral content can be done with your colleagues in an informal setting using brainstorming methods. Sometimes, advertising agencies come up with interesting ideas: their strength lies in helping you devise ideas for long-lasting email campaigns that will capture the attention of your target audience and the media.

### Idea #12. Offer newsletter subscription in offline stores

In the online world, many processes happen randomly. However, in a physical store, you and your customer are face to face.

Take advantage of this opportunity and offer your customers to leave feedback about your store while informing them about subscribing to your newsletter and providing a link. Any customer can become a loyal subscriber in this way.

### Idea #13. Collect contacts at events

Setting up a stand at an event costs money, so make sure to make the most of it by collecting contact information from potential customers. Chances are you didn't end up at this venue by chance, and it's likely where your target audience gathers.

If a visitor shows interest in your products or services and makes a purchase, it's even better – take the opportunity to ask for their email address to stay in touch.

### Idea #14. Expand your email list through customer support interactions

Another often overlooked method for growing your email list is through customer support channels like phone and chat.

Don't try to invite everyone to subscribe to your newsletter, especially not dissatisfied customers. However, you can offer a subscription to those who call or chat in to inquire about a service or the latest updates.

For instance, customer support often receives questions about when a specific product will be available for purchase again. Not only should you provide a detailed answer to such questions, but also offer the person to subscribe to your newsletter to receive up-to-date information first.

### Idea #15. Use the "proof of recognition" effect

When you first land on a brand's or individual's page on social media, one of the first things you notice is the number of followers, likes, and comments. It's the initial step in recognizing and evaluating the impression the person or company makes. There's an unconscious social recognition game going on.

You can incorporate social proof into your subscription form in several ways: showcase customer feedback and testimonials, display the number of shares and followers, feature recommendations from influential individuals, or mention the frequency of your brand being mentioned in the media.

Social proof shows potential customers that you're not solely driven by profit. Some brands even display the current number of subscribers on their registration page to demonstrate that they're building a cohesive and valuable community.

<Img
img="/uploads/image7_9d2f99275b.png"
alt="Subscription form inviting to join the community of experts"
/>

### Idea #16. Engage in gamification

Most of us have, at one point, been drawn to mobile games not just for entertainment but also to earn points as rewards. Marketers have long utilized this psychological aspect of human behavior for their purposes.

[**Gamification**](https://altcraft.com/blog/how-to-use-gamification-in-marketing) through short games can capture the attention of visitors. By spinning a wheel or opening gift boxes, players can earn rewards such as discounts, promo codes, or access to premium content.

For email subscriptions, consider awarding points for competition among subscribers or for receiving gifts, thus creating an additional incentive for making a purchase.

<Img
img="/uploads/photo_2023_08_02_15_27_46_e1dadda956.jpg"
alt="Gamification elements in the subscription form of the bijou online store"
/>

### Idea #17. Publish high-quality content

A well-designed [**content**](https://altcraft.com/glossary/content-marketing-what-is-it-for-and-how-to-launch-it) plan is the backbone of an effective email campaign. Your marketing strategy will fail without high-quality content. Even if you've found an effective way to generate new leads, sending them poorly crafted emails will result in readers unsubscribing.

Can you prevent this? Certainly. Apply the best email marketing strategies to provide readers with valuable and high-quality content.

### Idea #18. Ask subscribers to tell their friends about you

In reality, readers will naturally want to share their opinion about you with their friends if you create genuinely interesting content. However, if you don't include a share button, readers won't be able to do that. Remember this simple detail, and you'll naturally attract new subscribers.

<Img
img="/uploads/photo_2023_08_02_15_42_04_e3d0d02043.jpg"
alt="Referral offer asking to invite friends and get a discount"
/>

### Idea #19. Exchange guest posts in blogs

Collaborating with other companies can be a highly effective strategy. By connecting your audience with non-competitive brands, you can immediately attract new customers.

It's not possible to share databases directly. However, exchanging guest posts in blogs with other companies can be practical and effective. These posts can be direct advertisements or related to adjacent topics. Don't forget to include CTAs, links, and widgets in the content.

Use UTM tags to track the effectiveness of blog posts. This information will help you decide which brands are worth collaborating with in the future.

### Idea #20. Provide the option to subscribe to the newsletter in surveys

Every marketer craves [**feedback from their audience**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales) to adjust their marketing strategy. Surveys are one of the best ways to find out how users evaluate your company.

In survey forms, email addresses are often requested to confirm the results. Add an opt-in feature to your surveys, obtain prior permission from users, and immediately add them to your mailing list.

## Conclusion

[**A/B testing**](https://altcraft.com/help-center/marketing-campaigns/multivariate-testing-what-it-is-and-how-to-conduct-it) is the key to understanding the effectiveness of your email list growth strategy. If a tactic consumes resources but fails to convert readers into subscribers, stop using it and switch to an alternative. There are at least 20 backup options available.

Continuously attract new customers to maintain a healthy email list, which is essential for a successful marketing campaign.

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Learn practical tips and proven strategies that will captivate your audience and supercharge your email marketing success.

How to Increase Your Customer Database for Email Newsletter

How to Quickly Increase Your Customer Database for Email Newsletter: 20 Practical Tips

<Img
img="/uploads/vebinar_c8c0d097d5.png"
alt="A Webinar As a Marketing Tool"
/>

 According to statistics, [**20-40%**](https://abdalslam.com/webinar-statistics) of webinar participants become qualified leads – potential brand customers. Online events have long been working in marketing: they expand the audience and attract new buyers. Through webinars, not only do they educate users, but they also build marketing communications.


Online events have their advantages over offline meetings – they are accessible, require relatively small investments, and have the potential to reach thousands of people. Conducting an internet meeting does not require special technical skills, but preparation with a clear action plan is important.


In this article, we will explain what webinars are, the different types of webinars, and the advantages of this format. You will learn how to conduct an online meeting and choose the right platform.


## What is a webinar


A webinar is an online event conducted in real-time. Speakers present to an audience through a special window on the screen, while a presentation or screen demonstration is shown simultaneously. Other participants communicate through a chat, asking questions to the host or reacting to their words. Occasionally, webinar attendees are given access to participate in the broadcast.


Online webinars are used for education, promoting products, and business meetings. For marketers, this format provides an opportunity to gather contacts of potential clients, build trust with the audience, and share important information. Video webinars can reach anywhere from a few dozen to several thousand people.


## Classification of webinars 


Webinars are categorized by objectives, open or closed, the format of the speaker's communication with the audience, and price.


<Img
img="/uploads/image8_d03e0977ad.png"
alt="Types of webinars, classification"
/>

## Advantages of webinars


**Reaching a larger audience than offline.** For in-person events, participants spend time and money traveling to the venue. An online meeting covers a wide geography - a person anywhere in the world simply receives a webinar link at the scheduled time.


**Convenience and simplicity.** To participate in an online event, all you need is a smartphone or computer and headphones. Usually, no additional software installation is required because the webinar platform works in the browser. The participant of the online meeting stays at home and can listen to the speaker while doing other tasks.


**Interactivity.** During webinars, it is easy to engage with a group through questions, quizzes, surveys, and even organize games and pair work. An educational webinar is just as effective as an in-person meeting.


**Increasing the customer base.** When registering, usually, information such as email and phone number is requested. The user receives a confirmation email with a link to the meeting or [**a notification in messengers**](https://altcraft.com/blog/messenger-marketing). The contact will remain with the company even if the person did not attend the online event but automatically gave consent to receive email newsletters.


**Promoting products and services.** A webinar is a visual tool for presenting digital platforms, training programs, personal consultations, and more. The question-answer format increases the chances of making a sale because objections are immediately addressed, and trust is increased.


## How to get ready to the webinar: a step-by-step guide


**1. Define the purpose of the webinar and its position in** [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel). Determine what result you want to get: to sell, to educate, to build loyalty and trust, to recruit an audience, to collect contacts of potential customers, and so on.



**2. Choose a topic and write a webinar script**, also prepare a presentation and additional materials to send to participants. Follow logic and consistency and don't make the online event too long. The optimal time is 60-90 minutes.


**Sample plan for a free webinar:**


- **Introduction and audience engagement:** Greet participants and perform a connectivity check. Ask a few questions to engage the audience and outline the sequence of topics.


- **Lecture with valuable content:** Deliver a presentation or lecture that provides useful information relevant to the webinar's theme.


- **Interactive session:** Engage participants through interactive elements. The speaker can ask questions to the audience related to the topic. This interactive block can be repeated multiple times during the webinar.


- **Product promotion within the context:** Showcase and promote your product or service within the context of the webinar's theme. Explain how it relates to the topic and its benefits.



- **Q&A session:** Allocate time to answer questions from participants. This allows for direct engagement and provides an opportunity to address any queries or concerns.


**3. Decide on the platform for conducting webinars.** The choice of platform will determine the format of the event. For example, some services offer interactive polls, while others provide only a chat function. At this stage, a moderator may be needed to address technical issues, assist participants, distribute materials, and more.



**4. Prepare technically.** Test the webinar platform, subscribe to the appropriate plan (if the service is paid), test headphones, microphone, camera functionality, and other technical aspects. It's advisable to conduct a rehearsal of the event with the moderator.



**5. Create a simple and clear registration form and set up reminders.** Having many registrations for a free webinar does not guarantee that all participants will join. Design reminder scenarios via email, SMS, or send notifications about the event's start through messaging apps to ensure that nobody forgets about the meeting.



**6. Conduct the live broadcast and** [**offer**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it) **something to the participants.** Consider how to continue communication with the audience after the webinar ends: send special offers, materials, request feedback, or follow-up. Some organizers send out recordings to their mailing list.

<Img
img="/uploads/image7_8e242f6207.png"
alt="Getting ready to the webinar"
/>

How to record a webinar: Many platforms have a built-in feature. Another option is to use third-party applications to record the screen and audio.

## How to draw attention to a webinar

**How to tell your audience about the online event:**

1. Post information about the webinar on the brand's social networks and partners.
2. Publish the news on the website.
3. Run targeted and/or contextual advertising.
4. Buy a post about the webinar (or repost) on blogs or bloggers.
5. Do an email newsletter to your contact base, or in messengers.
6. Spread the word about your webinar in the media.

## Webinar platforms: paid and free webinars 

Webinars have long been used in marketing and other areas, so there are enough paid and free services for online events on the market. Let's talk about some of them.
### [**ZOOM**](https://zoom.us/)

One of the most popular and well-known programs for online meetings is also used for conducting webinars. It features recording of the session, presentation and screen sharing, as well as a chat function.

The free plan is limited to 100 participants and 40 minutes, after which you need to recreate the online conference. The highest paid plan allows up to 1000 participants and 30 hours of usage, along with cloud storage.

Now, the platform has a separate service called ZOOM webinar, which offers interactive polls and quizzes. This service is available for a fee.

<Img
img="/uploads/zoom_adff8c2b05.jpg"
alt="Zoom Platform for conducting webinars"
/>

### [**Google meet**](https://meet.google.com/)

Google Meet is a simple unified service for online meetings with fast event creation and the ability to plan and integrate with your calendar. A webinar link can be generated with a single click. In the free version, up to 100 people can participate in an online meeting with a time limit of 60 minutes. Paid subscriptions increase the time limit to 24 hours, and up to 500 participants can attend the webinar.

Recording a webinar is only possible from a computer with a Google Workspace subscription. Additional bonuses include noise cancellation features on certain devices.

<Img
img="/uploads/Google_meet_d7e914d668.jpg"
alt="Google Meet Platform for conducting webinars"
/>

### [**YouTube Live**](https://www.youtube.com/live)

Live streams on YouTube are always free, but they lack the specialized webinar features such as polls and quizzes. However, they offer advantages such as unlimited participants, automatic recording that can be made private, screen sharing, and a chat function.

One downside is that verification is required before starting a live stream, so it is advisable to plan the webinar on YouTube in advance.

<Img
img="/uploads/image4_fe0fe3fc3f.png"
alt="YouTube Live Platform for conducting webinars"
/>

### [**GoTo**](https://www.goto.com/webinar)

GoTo is a leading platform for webinars and online meetings, offering a comprehensive set of features for seamless virtual collaboration. With GoToWebinar, users can easily schedule, host, and manage interactive webinars. It provides features such as customizable registration forms, engaging audience interaction tools like polls, surveys, and Q&A sessions, and robust analytics for tracking webinar performance. GoToMeeting offers powerful online meeting capabilities, including HD video conferencing, screen sharing, and collaborative tools like whiteboarding and file sharing. With its user-friendly interface and reliable performance, GoTo provides effective solutions for engaging webinars and productive online meetings.

<Img
img="/uploads/image1_1c9392bb7f.png"
alt="GoTo Platform for conducting webinars"
/>

### [**Webex Events**](https://www.webex.com/suite/webinar.html)

Webex Events is a feature-rich platform designed for hosting large-scale webinars and virtual events. It offers a wide range of interactive features, including customizable registration pages, audience engagement tools like polls, surveys, and Q&A sessions, and the ability to host events with up to tens of thousands of participants. Webex Events also provides robust content sharing capabilities, such as screen sharing, document sharing, and breakout rooms for interactive sessions. With its reliable performance and integration with other Cisco Webex tools, Webex Events offers a comprehensive solution for impactful and engaging online events.

<Img
img="/uploads/image5_75a2f9a838.png"
alt="Webex Events for conducting webinars"
/>

## Summary

Webinar is an online event with one or more speakers. Participants react to the speaker's presentation only with messages in the chat, less often they get access to the broadcast. The webinar window has features to add a presentation, screen sharing. Some platforms add interactivity through polls and quizzes.

Through webinars, brands expand their audience, attract new customers, and present their products and services. To prepare a webinar, you need to write a script, choose a platform and check its technical features. It is important to hold an online event with a moderator who will monitor the sound, the work of the platform, and help participants while the speaker continues the lecture.

When creating a webinar, you should at once think about its promotion through social networks, website, media, targeted or contextual advertising, and mailings.

A webinar is an online seminar for educational, promotional, training or whatever purposes where participants can join remotely to listen, interact, and learn.

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Discover how webinars can revolutionize your business by engaging and educating your audience, driving leads, and boosting your brand's visibility. 

A Webinar As a Marketing Tool, Its Types & Examples

A Webinar As a Marketing Tool

<Img
img="/uploads/videomarketing_c6632da9dd.png"
alt="Video Marketing for Brand Promotion: Best Examples"
/>


Video content is currently at the peak of its popularity and is projected to remain relevant for a long time. By 2023, [**the number of viewers**](https://storyxpress.co/blog/video-marketing-trends-in-2022/) of this format is expected to reach 3.5 billion. Horizontal and vertical videos have already been integrated into almost all marketing channels. The world's leading video platform, YouTube, [**attracts 2.5 billion monthly users**](https://thesocialshepherd.com/blog/youtube-statistics#:~:text=YouTube%20has%202.1%20billion%20monthly,some%20pretty%20impressive%20YouTube%20statistics!), while TikTok [**engages billions of users**](https://www.demandsage.com/tiktok-user-statistics/) every month.


In light of this, [**96% of marketers state**](https://dash.app/blog/video-marketing-statistics) that video is an important part of their marketing strategy. Brands incorporate video marketing into their promotion efforts to capture audience attention, showcase their products, and increase sales.


In this article, we will discuss the advantages of video promotion, explore different video formats, and showcase compelling case studies.


## Video marketing: notion


Video marketing is the use of video content to promote a brand across various communication channels, including social media, dedicated platforms, and advertising.


In 2023, video marketing primarily involves adapting video content for mobile formats, as [**75% of users**](https://personifycorp.com/blog/video-marketing-statistics-2023/) watch videos on their phones.


## Why businesses need video marketing


Video marketing is essential for businesses because it allows them to:


**Capture attention:** Video has a higher chance of engaging users compared to standard ads or text, taking marketing campaigns to a new level.


**Build trust and humanize the brand:** Video content resembles live communication, especially through live streaming where company representatives interact with the audience. Users trust the responses more when they see a real person rather than an avatar.


**Expand the audience:** Mass communication channels are investing in video formats to increase views and motivate users to create their own videos. Platforms also offer users content based on their interests, increasing the potential reach of your video.


**Facilitate sharing and increase brand exposure:** If users share your video, it will reach more potential customers. Video is everlasting content that promotes the brand itself.


**Improve website SEO optimization:** Having video marketing content on your website can positively impact search engine rankings, as user engagement and time spent on the webpage are considered ranking factors.


**Explain products or services:** Videos make it easier to visually and quickly explain even the most complex concepts. Some people immediately turn to YouTube for answers rather than Google.


**Boost sales:** Videos are effective at both the top and bottom of the sales funnel. They can introduce products to people for the first time through advertising or serve as the final step in the decision-making process after users have watched a product review and received an offer.
## Video marketing formats


<Table>
| Format | Description |
| ------ | ------ |
| Video banners | In advertising, a persuasive video with a text description at the bottom is added instead of a banner. Alternatively, the video becomes the sole creative element for the campaign. |
| Video ads inside other commercials | Video ads of a few seconds appear at the beginning or in the middle of other videos. |
| Brand videos | Videos on various topics that companies use in social media posts or on dedicated platforms for promotion. |
| Live broadcasts | Live streams with users – the boldest and most open format for engaging with the audience, as nothing can be edited during the broadcast. |
</Table>


### In terms of content, there are different types of videos:


**Branding and promotional videos** that showcase the company, its values, advantages, and directly or indirectly advertise its products.


**Educational videos** that provide instructions on how to use a product. These videos aim to inform rather than directly sell, allowing users to decide whether they want to make a purchase or not.


**Informative or expert videos** that address specific problems that can be solved using the brand's product. These marketing videos build trust and demonstrate the brand team's expertise in a particular field.


**User-generated videos**, which are created by users either voluntarily or as part of paid advertising. For example, a cosmetic review by a popular influencer can be useful for brand promotion.


## How to shoot a video for video marketing


Any video from a brand should be part of the marketing strategy because video marketing makes no sense if it's disconnected from business goals.


**Here's how to approach creating a marketing video:**


1. Set a goal that aligns with your overall marketing strategy. Determine the purpose of the video, whether it's to drive sales, expand the audience, and so on. Define metrics upfront to measure the video's success, such as the number of inquiries, views, shares, etc.



2. Decide which stage of the sales funnel the video is intended for: the initial stage for "cold" prospects, the consideration stage for comparing different options, or the decision stage after prospects have made a decision.



3. Choose the marketing platforms that are suitable for video distribution. Video marketing works well on social media platforms, through [**messenger apps**](https://altcraft.com/blog/messenger-marketing), and via email. Select platforms where your target audience is present.



4. Calculate the video budget, taking into account production costs, equipment, location fees, and any necessary professional services.



5. Write a script and provide detailed descriptions of the desired locations and props for the shoot.



6. Decide whether to hire a professional team or shoot the video in-house using your own resources.



7. Shoot and edit the video. With the right script and proper preparation, the filming process will go smoothly.


<Img
img="/uploads/photo_2023_07_10_16_08_14_0cb32591d9.jpg"
alt="How to prepare for shooting a video"
/>



## Examples of successful video marketing 


### Dove: Real Beauty Sketches


Dove's "Real Beauty Sketches" video campaign was a groundbreaking and powerful initiative that aimed to challenge society's perception of beauty. The campaign featured an experiment where a forensic sketch artist drew portraits of women based solely on their self-descriptions, as well as descriptions from strangers. The stark contrast between the two sketches highlighted how women often perceive themselves as less attractive than they actually are. The emotional and thought-provoking video aimed to promote self-acceptance and redefine beauty standards, resonating with millions of viewers worldwide. The campaign garnered widespread acclaim for its empowering message and successfully sparked conversations about body image and self-esteem.




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### Google Earth: Homeward Bound 


The Homeward Bound marketing campaign with Saroo video is a captivating and emotional promotional effort by Google Earth. The video follows the remarkable real-life journey of Saroo Brierley, who used Google Earth to find his way back home after being separated from his family at a young age. The campaign beautifully highlights the power and potential of Google Earth as a tool for reconnection and navigation. Through stunning visuals and Saroo's personal narrative, the video effectively conveys the message of hope, resilience, and the transformative impact technology can have on people's lives. It serves as a compelling testament to the capabilities and significance of Google Earth as a global mapping and exploration platform.




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### Budweiser: Some Waits For You At Home


The "Some Waits For You At Home" video campaign by Budweiser is a heartwarming and touching advertisement that resonates with viewers. The campaign focuses on the story of a dog who eagerly waits for its owner to return home after a long day at work. The video beautifully captures the unconditional love and loyalty between a pet and its human companion. With emotional music and cinematic storytelling, the campaign evokes a strong emotional response, emphasizing the importance of home and the joy of being reunited with loved ones. Budweiser effectively utilizes this emotional connection to highlight their brand as a symbol of relaxation, comfort, and cherished moments spent at home.



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### Always: Like A Girl


The "LikeAGirl" video campaign by Always is a powerful and thought-provoking initiative aimed at challenging gender stereotypes and empowering young girls. The campaign addresses the negative connotations associated with the phrase "like a girl" and aims to redefine it as a symbol of strength, confidence, and resilience. Through a series of interviews and demonstrations, the video showcases how society's perception of what it means to do things "like a girl" changes as children grow older. By highlighting the impact of stereotypes on girls' self-esteem, the campaign encourages viewers to reconsider their own biases and promote gender equality. It serves as an inspiring call-to-action to support and uplift girls, empowering them to embrace their abilities and rewrite societal narratives.



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## Summary


**Video marketing** is the use of videos in advertising campaigns to increase brand visibility. Videos capture users' attention, promote company products, and drive sales.


They can be used as advertising creatives or stand-alone content in brand's social media channels. There are various types of videos, including brand image videos, promotional videos, expert videos from the company, and user-generated videos where customers share their reviews or product testimonials.


Marketing videos are created in the context of the overall marketing strategy and support its goals. It is important to tailor the videos to the platform where they will be published to effectively reach the target audience.

Video marketing is a powerful tool that helps businesses attract attention, build trust, expand their audience, improve SEO, explain products, and drive sales.

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Discover the power of video marketing to captivate audiences, boost brand visibility, and drive sales.

Video Marketing for Brand Promotion: Best Examples

Video Marketing for Brand Promotion: Examples of Best Practices

<Img
img="/uploads/gejmifikaciya_v_marketinge_d50cd0e664_2f1fd062fa.png"
alt="How to Use Gamification in Marketing"
/>

In the world of an "epidemic" of [**banner blindness**](https://altcraft.com/glossary/banner-blindness-its-causes-and-how-to-deal-with-it), users are increasingly not noticing online ads and other types of advertising on the internet. This behavior is typical for 86% of website visitors. 

Brands have to find new ways to attract the audience's attention and engage users in their content. One of such tools is **gamification**, i.e. using game elements in marketing campaigns. Gamification is more noticeable than regular advertising and often more effective. 

From the article, you will learn what gamification is, its pros and cons. We will also provide examples of game mechanics that well-known brands are already using.

## What is gamification

Gamification in marketing is the use of game elements to promote a company, its products, and services. Typically, quizzes, quests, competitions, lotteries, and giveaways are used.

*For example, a customer doesn't just accumulate points through a [**loyalty program**](https://altcraft.com/blog/customer-loyalty-program), but enters a world where everyone has their own rating. They progress from level to level and earn points that can then be converted into a discount.*

Elements of gamification are used in retail for promoting mass-consumer products, education, and even banks create games to engage customers in serious financial topics. Gamification is a method that has almost no limitations in terms of business directions. Gamification tools are even used in B2B sales.
Games work in two main directions:

- **Attracting new users**, when the goal of gamification is to draw a user's attention to the brand's content in the general flow and leave contacts (lead generation).


- **Involving the user in the product**, so that customers stay with the brand and do not leave. This is especially relevant for language learning services, where users do not drop out of lessons, including due to the thrill of wanting to reach the next level and get a higher rating. That's why gamification is so popular in education.

Games may seem to be a kind of a "magic pill," but actually they are not. Gamification in business is an interesting promotion method that can breathe life into any marketing campaign, but it also has its drawbacks. We will tell you about the pros and cons of gamification.

### Advantages of gamification

- It makes the brand more recognizable, especially when the gaming project becomes "viral".


- Gamification techniques engage users and keep them staying with the brand. Playing is more interesting than just receiving content in a newsletter.


- It increases sales: digital gamification is more noticeable than standard advertising and it brings leads that convert into sales. Also, brands offer additional products through games and increase the average check.
 

- It sells brand products natively: it seamlessly integrates them into the game plot.
 

- It increases loyalty, because the company communicates with users through games, draws attention, and creates emotions.

### Disadvantages of gamification

- Gamification technology is not equally useful for all businesses. The audience of serious companies simply won't understand why you launched a game. Such a move is unlikely to bring results.


- It is also important to evaluate the resources of the brand, because gamification of processes is an investment of money and time in its creation. Often you need to involve technical specialists or a whole team (your own or invited).

## How to create gamification in marketing

The steps for implementing game mechanics in marketing may vary across different businesses. The process could look like this:

1. Set a goal and determine how the use of gamification will solve your business objectives. Do not choose this tool just because you want to be trendy.


2. Choose your target audience: you need users who will be interested in gamifying their life in the brand's world.


3. Think about the format: a game with a set of points/rankings, quiz, quest, competition, lottery, and so on. Also, decide which marketing channels you plan to use for promotion: [**messengers**](https://altcraft.com/blog/messenger-marketing), SMS, email newsletters, and others.


4. Define what motivation the user will have to participate in the project: what they will receive (bonus, emotions, status).


5. Write a scenario with detailed actions for the user. This is also where the mechanics of gamification are thought out, where it is determined what the user will receive bonuses for and how much, and how to use them further.


6. Think about what tools (software and others) are needed to implement the idea and where the game mechanics will appear: on the website, [**in a chatbot**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses), in an application, etc. Write a technical assignment for the team that will implement gamification.


7. Test the chosen gamification method on a small group and fix the errors.


8. Launch the game for all users and track the results.

## Gamification: examples of usage in marketing

The use of gamification is a popular approach, especially during holidays and important events such as premieres and various gatherings. Below are some examples of gamification.

### Japanese KFC’s game “Shrimp attack”

An outstanding decision of Japanese *KFC* outlet was performed due to their collaboration with *Nintendo* and promoted their new line of shrimp food. *Nintendo* developed a video game that suggested defending a castle from the shrimps attacking it. The users got virtual reward coins for their successful attempts and could spend them as real money at the nearest *KFC* location. Due to such a smart idea the sales increased up to 106%. 

<Img
img="/uploads/out1_1_717617b983.gif"
alt="Shrimp attack by Japanese KFC"
/>

### Making a pizza of your own with Domino’s Pizza

In 2011, *Domino's Pizza* launched an original game in their mobile app: users could create their own pizza online and order it at the nearest location. As a result, sales increased by 30% that year. But that's not all: the company invited the best pizza makers to work for them.

<Gallery>
<GalleryItem
original="/uploads/Piczcza_szhataya_1_35f70a2d14.gif"
thumbnail="/uploads/Piczcza_szhataya_1_35f70a2d14.gif"
description="The custom pizza of your own by Domino's Pizza"
/>
<GalleryItem
original="/uploads/Piczcza_szhataya_2_3728e81ca6.gif"
thumbnail="/uploads/Piczcza_szhataya_2_3728e81ca6.gif"
description="The custom pizza of your own by Domino's Pizza"
/>
</Gallery>

### M&M’s Eye-Spy Pretzel

In 2010, *M&M’s* launched candies with a new pretzel flavor. After a few years, they decided to reload the new flavor and posted an easy game *M&M’s eye spy pretzel* on Facebook. The result was 21,000 likes and 6,000 shares, which ultimately revived interest in the legendary brand.

<Img
img="/uploads/m_ms_facebook_gamification_aec81634df.png"
alt="M&M’s Eye-Spy Pretzel"
/>

### Starbucks

*Starbucks* is known for staying on top of technology trends, and one of the ways they do this is through their "My Rewards" program in the *Starbucks* app. This program allows customers to earn stars or points every time they make a purchase, and after collecting a certain number of stars, they can redeem them for discounted vouchers at their local *Starbucks*. Additionally, customers may receive free items like coffee or sandwiches during their visits.

<Img
img="/uploads/Starbucks_cde7fee5a3.gif"
alt="Starbucks"
/>

### The wheel of fortune by Gap

The clothing store Gap provided the newsletter with the wheel of fortune. You can never lose because you get your discount of a fixed amount of dollars, or you get some percent off for a purchase. 

<Img
img="/uploads/GAP_wheel_of_fortune_7588e9c14f.gif"
alt="The wheel of fortune by Gap"
/>

### Pepsi, For the Love of It campaign with AR game

In 2020, *Pepsi* launched a promotional campaign that utilized augmented reality (AR) technology, featuring four globally recognized football players, namely **Lionel Messi**, **Paul Pogba**, **Mo Salah**, and **Raheem Sterling**. The campaign introduced *Pepsi* cans with exclusive QR codes that could be scanned to load AR versions of the football players on users' phones. This allowed users to participate in a virtual kick-up game and share their experience on Instagram. The AR game was part of a cross-channel digital experience called *Pepsi, For the Love of It*, which aimed to boost customer engagement and enhance brand recognition.

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original="/uploads/gamification_pepsi_2_b339c46906.png"
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</Gallery>

### The Australian Sink a Sub

In 2020, the Australian brand *Subway*, together with *Wunderman Thompson Australia and New Zealand*, introduced a gaming experience called *Sink a Sub*. This game is set on a virtual battleground at sea and aims to transform how customers interact with the brand's most iconic product, the submarine sandwich. Every customer who purchases a sandwich and a drink at Subway locations in Australia and New Zealand got a code for the high-sea gaming experience, where they can participate in a game that involves sinking a submarine sandwich on the digital gameboard.

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original="/uploads/gamification_subway_1_948d2a4463.png"
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original="/uploads/out1_2_f43d3dbd87.gif"
thumbnail="/uploads/out1_2_f43d3dbd87.gif"
description=""
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</Gallery>

## Summary

**Gamification** in marketing is the use of game mechanics to promote a company instead of traditional advertising. This method is chosen to attract new users and engage existing ones. It includes games with point accumulation and ratings, quizzes, lotteries, quests, competitions between users, and so on.

Gamification increases loyalty and sales, is suitable for many businesses, but usually requires investment to develop such projects. To implement gamification in marketing, first set a goal and define which business tasks it will solve. Next, mechanics, scenarios, and a technical task for the team are outlined. When launching gamification, it is worth testing it on a small group before opening the game to the entire audience.

Gamification in marketing is the use of game elements to promote a company, its products, and services. Quizzes, quests, competitions, and so on are used.

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Hunting for a fresh & creative idea to boost customer engagement and increase sales?

Gamification: What is It and How to Use It in Marketing

How to Use Gamification in Marketing

<Img
img="/uploads/trendy_email_marketinga_2023_f514edd85b.png"
alt="Email Marketing Trends in 2023"
/> 

In 2023, a looming crisis continues to threaten, leaving companies in limbo. Many brands have started to save their budgets and form a "safety cushion". Others are mastering new tools and searching for email marketing trends and technologies that can support their business in difficult times. 

Whether to choose a wait-and-see strategy or to bet on development under crisis is still an open question. In any case, it is high time to strengthen your position and get ready for changes.
## Email is the most effective channel during the crisis
Periods of decline and recovery in the economy constantly succeed each other. Crisis phenomena are cyclical: they have occurred more than once and will continue to occur in the future. The key mistake businesses make in times of crisis is extreme economy and making ends meet. Meanwhile, [**studies**](https://www.forbes.com/sites/forbesagencycouncil/2020/06/29/marketing-through-mayhem-why-brands-shouldnt-cut-their-marketing-budgets-in-times-of-crisis/?sh=4e658cee6c60) tell us that in times of instability, the best results are achieved by those companies that invest thoughtfully and systematically in marketing.

At the top of the list stands the analysis of the effectiveness of your promotional channels. If you reallocate resources to the most promising channels, your marketing will be far ahead of the competition when the recession is over. 

A recent survey by marketing experts, *[**Email in a changing economy**](https://www.mailjet.com/resources/research/email-economy-survey/)*, said that email marketing has a recession ROI of 41.8%, which is the best of all other channels.

There's no magic: it's just email that allows you to set up targeting with personalized offers for users. A personalized approach increases loyalty and boosts sales, which are key factors during an economic downturn.

<Img
img="/uploads/hawaian_760843025c.png"
alt="Personalized approach in newsletters"
/>

## Open Rate is not enough for reliable analysis
As 2022 has shown, the email open rate metric does not provide a detailed picture of the real state of affairs in a company. Moreover, new data privacy rules have recently been implemented, IP activity is often disguised (take [**Apple's policy**](https://www.mailjet.com/blog/email-best-practices/apple-mail-privacy-protection/), for example), and therefore taking into account Open rate alone has become extremely inefficient.

The top marketers began 2023 with a review of key metrics: they go well beyond Open rate.

> “There are several metrics that email marketers can use in addition to open rates to measure the effectiveness of their email marketing campaigns, including click-through rates, conversion rates, bounce rates, and unsubscribe rates. In addition to these metrics, you should also consider factors such as the quality of the email content and the relevance of the messages to the recipients. By looking at a combination of different metrics, you can get a more complete picture of the effectiveness of your email marketing campaigns.”

***Kate Nowrouzi, VP of Deliverability and Product Strategy at Sinch Email***

## Zero-party data lead to hyper-personalization

About 50 emails are received daily [**by 20%**](https://www.mailjet.com/blog/email-best-practices/email-engagement-key-learnings/) of email users. Simple segmentation and personalization like "Hello, John!" no longer work. The value of the product and the company to the customer is preserved when they are provided with their own specific solutions that can meet their individual desires and needs.

Personalization is possible through the collection of customer data. It's always been a challenge, and with the changes in customer privacy rules, it's become even more difficult. Writing a really thoughtful, a personalized letter is a serious job. The more modest the set of customer data a company has at its disposal, the more impossible the task gets.

That's why hyper-personalization and hyper-segmentation are the trend in 2023. In order to comply with all legal requirements for the security of personal data, companies are turning to zero-party data, which is data that users share with the company themselves.

Particular attention should be paid to application forms: the more unobtrusive the collection of information about customers is, the more enjoyable it is to continue to communicate with them.

## Interactivity is the key to increasing customer engagement

Over the past few years, interactivity has become a commonplace. But in 2023, brands will have to maximize their creativity in email to get users' attention.

There's a fierce war for customers in the users' inbox. Link clickability gets increased by creating a user experience within the email. Interactivity in emails means, for instance, the possibility to do a survey without leaving the email. It's great when you can make an appointment to see a doctor right away, or specify where and when a package should be delivered. 

> “In 2023, it will be more important than ever to leverage interactive email. Marketers can utilize technologies like AMP for Email to create dynamic updates for shipping notifications, appointment reminders, and more. This will allow recipients to take action directly within their inbox, and it will help marketers to differentiate their brands from competitors and create a stronger relationship with their customers overall."

***Megan Boshuyzen, Sr. Email Developer at Sinch Email***

<Img
img="/uploads/ezgif_1_a10b46aa10_778ed680ef.gif"
alt=""
/>

Interactivity is required in emails not only for entertainment and stylish design. First and foremost, it simplifies [**the customer journey**](https://altcraft.com/blog/increase-efficiency-at-all-stages-of-cjm): it frees the visitor from unnecessary actions, buttons, links and forms. This has a direct impact on ROI.

## Email marketing is getting smarter with the rise of AI

Social media feeds and topical blogs are full of reports that AI will soon replace human jobs, manage companies, and surpass the capabilities of the human brain. Some AI-based high-performance resources, such as ChatGPT, have been launched, and the internet is buzzing about it, too. The AI market is expected to grow by 38% in 2023 (according to [**Omdiash research**](https://explodingtopics.com/blog/ai-statistics)). 

Some specialists are very frightened by this prospect. But we believe that there is no need to be afraid: AI is an excellent tool in the hands of a competent marketer. It is possible to apply its capabilities to the sphere of email newsletters and get far ahead of the competition. 

Artificial Intelligence improves the speed and quality of management decisions and optimizes the newsletter management process. AI is able to generate relevant email headers, search for inactive email addresses in the mailing list, and more.

Anyway, progress is unstoppable, and AI will become even more popular in 2023. If you lack the skills and abilities to work with this extremely powerful tool, you still have time to catch up.

These are the images generated by [**Craiyon**](https://www.craiyon.com/), AI image generator, based on the “email marketing” query:
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original="/uploads/craiyon_920d0f694a.png"
thumbnail="/uploads/craiyon_920d0f694a.png"
description="images generated by Craiyon AI"
/>
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original="/uploads/craiyon_2_19802c0e0f.png"
thumbnail="/uploads/craiyon_2_19802c0e0f.png"
description="images generated by Craiyon AI"
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## Mail deliverability increases if you check email when registering

What is a good email database? Some would say that the most important thing is a rich mailing list base. That's probably what beginners would say. Seasoned marketers know that the secret to a good base is engagement. The main thing is to have the email open and read by the recipient, otherwise there's no point in a newsletter.

It's even hard to say which is worse: if your email list is half-full of inactive or non-existent emails, or if the recipients are active but not interested in the newsletter and often send your emails to spam. Both of these damage your company's reputation, reduce [**deliverability**](https://altcraft.com/blog/nine-rules-for-successful-email-deliverability), and cancel out all the effort you put into it. 

The process of cleaning the contact database can be endless: you send a letter, then check the status and delete invalid addresses. After a while the procedure gets repeated. From time to time you apply [**retargeting**](https://altcraft.com/blog/what-is-retargeting) to the process, and sometimes you clean the database yourself, which is routine work. Of course, there are automation services, but sometimes it is not enough to use them. 

Double opt-in at the stage of registration saves you from a lot of problems. It's an effective way to keep your contacts organized and active.

<Img
img="/uploads/image4_3764a76fe7.png"
alt="double opt-in"
/>

## User data security comes first in 2023

There's a lot you can see on the Internet, for instance, scammers. In the past, the most common scam scheme involved scammers introducing themselves as distant relatives and reassuring you of a large inheritance. Or you'd get emails from an unknown address saying that your email address had taken part in a raffle and won an iPhone. People no longer believe such tricks. Now scammers are claiming to be banks or famous brands.

This is a serious problem for companies. To solve it, technicians have to take extensive actions [**to protect users' personal data from leaks**](https://altcraft.com/blog/how-to-respond-to-data-breaches). It often happens that customers become victims of a phishing attack without a leak. In this case, it's absolutely not the company's fault, but the incident will bring down the level of trust in the company.

Last October, [**SlashNext presented a report**](https://www.slashnext.com/the-state-of-phishing-2022/) stating that phishing attacks increased by 61% over the year, and no improvement in this area is expected. With all of this in mind, email security is becoming a top priority for brands. The methods to tell the real email from the fake one are constantly being developed: BIMI, warning messages, and other methods.
## The entire customer journey should become omni-channel

Customers often communicate with a brand by engaging multiple channels at once. Realizing the importance of this communication, businesses have begun to incorporate an omni-channel approach into their marketing campaigns. However, having multiple channels does not guarantee a consistent experience. And that's very important.

A truly omni-channel approach is characterized by consistency and coherence of messages.

> “Consistency is key when building out an omnichannel experience for your customers. It’s not about incorporating channels just to check a box - additional communication channels should add value for your customers and not distract them from their journey. You must take their communication preferences into account, and ensure your messaging stays consistent so the customer experience remains the same regardless of the touchpoint.”

***Chelsea Mellonas, Sr. Lifecycle Marketing Manager at Sinch Email”***

## Customers like brand authenticity most

It's impossible to raise customer loyalty without establishing strong connections with your customers, especially in times of crisis. It's not just about finding effective communication channels or creating a personalized experience: customers remember authentic brands. These are companies that stand out for their values, they are unique and recognizable. Such companies are more successful in promoting their services and products because they are heard and trusted by consumers.

Undoubtedly, there are risks. Stock photos and template email designs are now a thing of the past. To bring authenticity to the company, you need to move to personal communication.

<Img
img="/uploads/last_b7a351c6f5.png"
alt="Authenticity"
/>

> “An easy way to show you're an approachable brand is to change your From Name to something like "Julia at Mailjet." I get way more responses when I send from me than when I send from The Mailjet Team. A/B test this to see how it works for your audience and make it a gradual change so that your subscribers learn to recognize the name. Then, you can start carrying it through to your email copy. When a company does this, or swaps out stock imagery for something more unique, it really shows how much time and effort they’ve put into their emails, which leads to more loyalty and engagement.”

***Julia Ritter, Email Marketing Manager at Sinch Email***

## Conclusion

How can you prepare for the challenges of 2023 in email marketing? Companies should consider new metrics for evaluating email effectiveness, personalize content, and add interactive elements to it. At the same time, they need to comply thoroughly with all legal requirements for personal data security and take full advantage of omnichannel and AI capabilities.
 

Meeting the challenges of our ever-changing world is not always easy. But the good news is that you don't have to apply everything at once. Don't try to be perfect in every trend. A lot depends on having reliable partners around you. Stay curious: test, experiment, and find effective tools for your company. With this approach, your email marketing will smoothly move forward.

Are we ready for the challenges of 2023 in email marketing? The crisis is threatening, leaving companies in limbo. It is high time to get prepared for changes.

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Looking for the ways to prepare for the upcoming challenges in email marketing? 

Top Ultimate Email Marketing Trends and Predictions for 2023

Email Marketing Trends in 2023

<Img 
img="/uploads/kak_povysit_effectivnost_klientskogo_puti_79f13d5884.png"
alt="How to Increase Efficiency at All Stages of Customer Journey Map"
/>

Collecting information about customers without a purpose is inefficient, as it will not bring benefits. While 1st, 2nd and even 3rd party data can improve customer experience when used with the right tools and strategy.

Users dictate conditions for companies. For example, when, where and how to communicate. Brands have to anticipate the behavior of customers, search for them on convenient platforms and accompany them to the completion of a targeted action. Therefore, businesses are constantly monitoring changes in consumer preferences and new communication channels, as well as thinking through new ways to conversion.

Personalized and omnichannel marketing is a way to catch customers at the right time in the right place. Information about consumer behavior will be useful at any stage of the customer journey, reducing the time and cost spent on attracting and retaining customers.The combined use of a [**data driven approach**](data-driven-marketing) and AI gives you an additional advantage over your competitors.

How to optimize the customer journey map using customer data? Direct information to predict and develop an effective growth strategy aimed at attracting the right people. Track unique customer desires and preferences in real time. Each of your communication channels should become a tool to “personalized” marketing.

Take a look at customer data marketing services. With them, all the collected information will be integrated into the management decision-making mechanism and included in the forecasting process. In addition, information will be selected from the standpoint of the applicability of a specific user experience at different stages of the sales funnel.

As a result, the company's customers will receive a positive experience of interacting with the brand and will trust it. The company minimizes costs and maximizes profits. Let's take a closer look at how you can improve the efficiency of each stage of the customer journey with the help of data.

## Ways to improve the efficiency of interaction with customers at different stages

### Stage 1. Introduction to the company

Imagine that there are people who have never heard of your company. At the stage of getting to know customers, your task is to work on brand awareness and increase interest in your company. Most often, acquaintance with the brand occurs through contextual advertising. Focus on the value of the product and study the needs of the audience.

You can increase the effectiveness of your advertising by using the collected customer data. Working out the pain points and needs of your audience, as well as customer segmentation, will save the advertising budget.

How to effectively use the data at the stage of acquaintance:

- **Focus on attracting high-value customers.** Paid media campaigns should be based on ideal prospects. Create segments using first-party data, develop lookalike audiences and automate work with them. Make it possible to purchase through paid media.
- **Reduce the cost of paid advertising services to attract customers.** Remove already converted customers from paid media campaigns using the dynamic suppression lists. The easiest way to do this is to use CDPs. You can upload such a suppression list to a service and thus be sure that already converted customers do not fall into acquisition campaigns.

### Stage 2. Comparison of competitors and similar products

When potential customers become familiar with your brand and product line, they begin to analyze and compare products that interest them. Customers will compare specifications, price, additional services and costs.

The task of the company at this stage is to warm up the interest of customers in their company and product. Make sure users have enough information to understand that your product is the best.

How you can use customer information at this stage:

- **Focus on reducing** [**cart abandonment**](how-to-reduce-cart-abandonment-rate). Set up a push or email campaign for those customers who have added a product to the cart but have not placed an order for some time. Using customer data, you can identify the most active shoppers from all abandoned carts.
 
<Img 
img="/uploads/image5_0b2464bb66.png"
alt="Abandoned Cart Email from Gerry’s"
scr="Abandoned Cart Email from Gerry’s"
/>

- **Convert the trial period to a paid subscription.** To do this, you should optimize your omnichannel customer journey setup through testing. Once you have the test results, create effective routes and run workflows based on user data.

### Stage 3. Decision making

How to hurry the client to complete the transaction and at the same time maintain his high motivation for further orders? In the minds of buyers, the value of the purchase will remain high if you use social proof (reviews and recommendations) and material incentives (promotional codes, discounts and bonuses). To make CLTV long, run engagement and retention events, work on loyalty throughout the customer’s journey map.

How user data will help:

- **Improve cross-channel interaction.** Try to interest buyers with new resources based on an analysis of their behavior in the past. Multi-channel clients bring more value to the company than single-channel clients. Work with clients both online and offline, and build a trusting relationship with the brand from the first touch point.
- **Support cross and upsell.** Existing customers can be motivated to purchase new products. To do this, separate customers who have only shopped in one category. Offer them products from related categories. This way you can increase your average order value and customer lifetime value.

<Img 
img="/uploads/image1_894964d7ad.png"
alt="Cross-selling"
src="Cross-selling from MAC"
/>

- **Optimize shopping frequency.** The purchase of many products can be planned. Schedule predictable repeat purchase windows. Customers often subscribe to constantly used products, which can be automated.

- **Shorten the time period until the second purchase.** Personalized marketing aims to keep the customer engaged after the first purchase. Set up automatic messages to periodically remind the buyer about the brand and about new products. This improves CLTV, orders, and conversions.

### Stage 4. Prevention of customer churn

Each new customer is valuable to the company, especially if it stays for a long time. How to motivate buyers to do this?

Collect customer reviews about purchased products or services, engage customers in a dialogue. Become partners with them, encourage repeat purchases and maintain high loyalty. This is how you prevent customer churn.

<Img 
img="/uploads/image2_77bd67a298.png"
alt="How to Increase Efficiency at All Stages of Customer Journey Map"
src="Feedback form from Chapelle Jewellery"
/>

A time-tested strategy is to work with [**referral links**](affiliate-marketing-for-beginners) in bonus programs and loyalty programs. The method works great for retaining customers and expanding the audience.

How to make the most of consumer data in the retention phase:

- **Launch a** [**loyalty program**](customer-loyalty-program). Motivate users to participate in it. Focus on those potential prospects who match the profile of existing customers. These people are exactly your target audience, they become loyal supporters and distributors of the brand, especially if you offer them bonuses for attracting new partners.

<Img 
img="/uploads/image4_48eff70331.png"
alt="Loyalty program"
src="Loyalty program from Happy Socks"
/>

- **Consider discounts.** Repeat purchases are well stimulated by special offers, bonuses and discounts. To find the most effective option, use multi-channel tests. With the help of them, you will find out exactly what bonuses to offer customers in a specific communication channel to increase the conversion rate.
- **Set your priorities.** An analysis of the behavior of current consumers will allow you to notice a possible churn of customers in time. Activate advertising campaigns to retain customers. First of all, restore communication with those who are at risk.

### Stage 5. Reactivation and return of clients

It happens that customers have lost confidence in the brand and left for competitors. In this case, your task is to bring them back. Customer lifetime value is at the heart of strategies to reactivate subscribers and reacquire lost customers. At the same time, it is important to use different communication channels when working with such clients.

How to use customer data in the return phase:

- **Target customers with high CLTV.** The most valuable customers are determined by their purchase history and projected lifetime value. First of all, you need to aim at their return, motivate the return with special offers.
- **Use personalization.** One customer will return after receiving the first email with a [**promotional code**](how-to-use-promo-codes-for-business). The other will return only after a series of reactivation emails. Some won't come back at all. Consider the behavior and personal preferences of each customer and create omnichannel customer journeys. When it comes to reactivation, the time that has passed since the last interaction with the brand is of great importance. 

## Setting steps of the customer journey

It is important to plan settings, but the reality is that it can't be done without technical tools. Modern marketing technologies allow you to combine disparate information about users into a single resource, launch automated trigger campaigns to attract, retain or return customers, as well as generate an attractive user experience.

What capabilities should be in your technical toolkit:
- **360° customer view.** With such a profile, the analytics will be accurate, and the customer journey map will be targeted.
- [**Audience segmentation**](how-and-why-to-segment-target-audience). It is important in order to provide consumers with personalized content.
- **Advanced customer journey configuration.** This way, you can make interaction with customers comfortable at all stages. 
- **Engineering real-time experiences for your customers**, no matter where or when they engage with your brand.

In this post, we will tell you how to use data correctly to improve the customer experience at different stages of the journey to conversion.

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Let's find out how you can increase efficiency at each stage of the customer journey with the help of data.

Customer Data Platform

Omnichannel Marketing

Loyalty programs

Drag-and-drop email designer

Personalized mailings

MVT and A/B testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messaging apps

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