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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

## How we embedded the game in the newsletter

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

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

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

## How we made the game work on most devices

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

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

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

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

## What we achieved in the end

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

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

## Conclusion

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

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

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

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

zmeyka-altcraft.png

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

Snake: Gamification within the New Year Newslettering

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

<Video
url="https://www.youtube.com/embed/AppKzXHNkPU?si=Tyw4W88JnFGpilJj"
/>

In today’s fast-paced digital world, capturing someone’s attention in their overflowing inbox is no small feat. Even if your email holds great value, it’s still at risk of being ignored.

This is where attention grabbers come in. Whether it’s a catchy subject line, an intriguing opener, or an irresistible call to action, these elements play a crucial role in making your emails stand out. In this article, we’ll explore proven techniques to create email attention grabbers that not only catch the eye but also drive engagement. Let’s turn your emails into must-reads!

<Baner
 title='Boost your marketing game!'
 desc='Our specialists will explain how to do this'
 theme='light'
 btn_title='Go to demo'
 background_color='linear-gradient(92.74deg, #3583FF -36.98%, #4A2DFF 50.34%, #790FFF 123.51%)'
 href='/setupDemo' />

## How to Create Attention-Grabbing Subject Lines 

The subject line is the gateway to your email—it’s the first thing your audience sees, and it often determines whether they’ll open it or scroll past. 

<Note>
**Why do people unsubscribe?** [**Gartner reports**](https://www.gartner.com/en/marketing/research/digital-iq-email-marketing-benchmarks) that one of the leading causes of email unsubscribes is subject lines that fail to match the content of the email. 
</Note>

To craft a subject line that grabs attention, follow these strategies:

**Keep It Short and Sweet**. Aim for subject lines that are 5-7 words or under 50 characters. This ensures they’re fully visible on most devices and easy to read at a glance. Prioritize clarity when crafting your subject lines—it should always come first. Once you’ve written a clear subject line, feel free to add a touch of creativity, whether it’s humor, charm, or playfulness. However, ensure that the message remains easy to understand and doesn’t lose focus for the sake of being entertaining.

**Create Curiosity**. Pique your reader’s interest by hinting at what’s inside without giving everything away. For example: _“Are You Making These Common Marketing Mistakes?”_

<Img
img="/uploads/everyday_horoscopes_b0a67c5568.png"
alt="example from everyday horoscope"
/>

**Make It Personal**. Use the recipient’s name or reference something specific to them. Personalized subject lines can increase open rates [**significantly**](https://www.klenty.com/blog/subject-lines-personalization-statistics/#:~:text=Personalized%20Subject%20Lines%20Doubles%20Email%20Open%20Rates,-We%20found%20that&text=That%20means%2C%20out%20of%20100,average%20open%20rate%20of%2035.69%25.). For instance: _“John, Here’s Your Exclusive Invite!”_

<Note>
According to [**our data**](https://altcraft.com/features/personalization), 72% of consumers only interact with personalized content. Increase your conversions and build customer trust with a personalized approach – [**try CDP Altcraft**](https://altcraft.com/)! 
</Note>

**Use Numbers or Lists**. Numbers catch the eye and imply a clear, concise message. For example: _“9 Quick Tips to Save Time Today.”_

<Img
img="/uploads/the_astro_twins_a1f6d5a19e.png"
alt="example from the astro twins "
/>

**Think About Capitalization.** The way you capitalize your subject lines can influence how your brand is perceived. Title case (capitalizing most words) tends to come across as more formal and professional. On the other hand, sentence case (capitalizing only the first word and proper nouns) has a friendlier, more conversational tone that may help your brand appear approachable.

**Focus on Problems.** Subject lines that directly address a reader's struggles can be highly effective. By acknowledging an issue they might face, these lines build curiosity and imply that the email offers practical solutions.

Examples: 

_“Struggling with X? Get Help Here.”_

_“See How to Get Rid of X.”_

**Use Emojis Wisely**. Emojis can make your emails pop in a crowded inbox, adding personality and reinforcing your message. They’re especially effective for making your brand feel lively and engaging. However, keep in mind that some audiences may view emojis as unprofessional. Before using them, consider whether [**your audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it) and the email’s purpose align with their inclusion.

<Img
img="/uploads/the_modern_proper_d0c7451f0d.png"
alt="example from the modern proper"
/> 

**Ask a Question**. Questions are a powerful way to grab attention in your subject line. When readers encounter a question they’re curious about, they’re more likely to open your email to find the answer. Make sure your question is relevant and sparks genuine interest.

**Test, Test, Test**. A/B/n testing subject lines can reveal what resonates most with your audience. Try different approaches and analyze the results to refine your strategy.

<Note>
Testing will help you find the right way to encourage customers to buy as soon as possible. Test email campaigns with Altcraft CDP and discover the most effective messages. Learn more [**here**](https://altcraft.com/features/mvt). 
</Note>

## How to Craft Perfect Preheaders 

The preheader, often called the “second subject line,” is the short snippet of text displayed next to or below the subject line in an inbox. While it might seem secondary, the preheader plays a critical role in persuading readers to open your email. Here’s how to make it work for you:

**Complement the Subject Line**. Think of your preheader as an extension of your subject line. If the subject line grabs attention, the preheader should deepen the interest. For example:

- Subject Line: _“Exclusive Holiday Deals Inside!”_
- Preheader: _“Enjoy up to 50% off on your favorites—today only.”_

<Img
img="/uploads/recipe_of_the_day_f_a2e20d7137.png"
alt="example from recipe of the day f"
/> 

**Keep It Concise**. Most email clients display 40-90 characters of the preheader. Make every word count by focusing on clarity and relevance. Avoid filler words and get straight to the point.

<Img
img="/uploads/taste_of_home_741924ff37.png"
alt="example from taste_of_home"
src="This preheader could be a bit shorter"
/> 

**Use a Call-to-Action (CTA)**. Encourage readers to take the next step with action-oriented language. For example:

- _“Claim your free trial now!”_
- _“Shop the sale before it’s gone.”_

**Provide a Sneak Peek**. Give a preview of what the email contains without revealing too much. This creates curiosity and sets expectations for the reader. For example, craft subject lines starting with "How to" to show readers what they can accomplish using your offerings. Inside the email, provide links to the tools or services that make those outcomes possible.

**Avoid Default Text**. Don’t let your email platform’s default text — like “_View this email in your browser”_—appear as the preheader. It’s a missed opportunity to engage your audience.

<Img
img="/uploads/Cookie_and_kate_e0c2abcced.png"
alt="example from cookie and kate"
/> 

**Optimize for Mobile**. Since most people check emails on their phones, ensure your preheader is easily readable on smaller screens and complements the subject line for a seamless experience.

## How to Craft Amazing Email Bodies

The email body is where you deliver your message, so it needs to grab attention quickly and keep readers engaged. Here’s how to make it effective:

**Start with a Strong Opening**. Hook your reader in the first sentence by addressing a problem, posing a question, or sharing an interesting fact. Example:

_“Struggling to stay organized? We’ve got the perfect solution.”_

**Keep It Short and Focused**. Avoid long-winded explanations. Stick to one main idea per email and deliver it in clear, concise sentences.

<Img
img="/uploads/penguin_random_house_096ebe02ff.jpg"
alt="example from Penguin Random House"
/> 

**Use Bullets and Breaks**. Chunk information into digestible pieces using bullet points, numbered lists, or short paragraphs. This makes your content scannable and easy to read.

**Speak Directly to the Reader**. Personalization is essential for creating emails that resonate. Using someone’s name grabs their attention and makes the message feel more relevant and genuine. It shows that you’ve put thought into who they are and what they need, which builds trust and increases the chance they’ll engage with your email. Beyond just names, mentioning past interactions or specific interests can make your message even more impactful, helping you stand out in a crowded inbox.

<Img
img="/uploads/twitch_9513a28f87.jpg"
alt="Speak Directly to the Reader"
src="Source: reallygoodemails.com"
/>

**Add Value Immediately**. Highlight the benefit of your message early. Your job is to explain the value of your offer. Example:

_“Sign up now and get 20% off your first purchase.”_

**End with Impact**. Close with a compelling statement or reminder of the benefit, such as:

_“Don’t miss out — this deal ends today!”_

## And Finally, How to Make Perfect CTAs

The call-to-action (CTA) is the most critical part of your email—it’s where you guide readers to act. A perfect CTA is clear, compelling, and impossible to ignore. Here’s how to create one:

**Use Action-Oriented Language**. Start with a strong verb to drive action. Examples:

“Shop Now.”

“Sign Up.”

<Img
img="/uploads/the_call_to_action_1b74c84e66.jpg"
alt="call to action example"
/>

**Avoid words that create resistance in your readers**. These are terms that imply an action they may not be thrilled to take. Examples: download, purchase, order, submit. Often, people aren’t motivated by the act of buying or downloading itself, but by the benefit those actions offer. To make things feel simpler, replace these “friction” words with more inviting alternatives like "Get" or "Discover," and add a benefit statement (e.g., "Get your free trial").

**Be Specific**. Make it clear what the reader will get by clicking. For example:

“Join Today.”

“Get For Free.”

**Keep It Short and Simple**. CTAs should be 2-3 words max. Avoid clutter or unnecessary details.

**Make It Stand Out**. Use a button or bold formatting with contrasting colors to draw attention to the CTA.

<Img
img="/uploads/example_of_a_noticeable_cta_8f7f7ee31c.jpg"
alt="example_of_a_noticeable_cta"
/>

## Conclusion 

Standing out in today’s crowded inboxes requires a strategic approach to email design and content. Each element—whether it’s the subject line, preheader, header, body, or CTA—plays a crucial role in grabbing attention and driving engagement. To truly connect with your audience, focus on clarity, relevance, and personalization in every part of your email.

Remember, success doesn’t come from a one-size-fits-all formula. Continuously test different approaches, analyze results, and refine your strategy based on what resonates with your audience. Over time, these efforts will help you craft emails that not only get noticed but also deliver measurable results. Stay consistent, keep experimenting, and watch your email marketing campaigns thrive.

<Note>
The success of an email often depends on its timing. With [**CDP Altcraft**](https://altcraft.com/), you can tailor send times for each recipient using advanced self-learning algorithms. This ensures that subscribers receive messages at the optimal moment, increasing the likelihood of engagement.
</Note>

In this article, we’ll explore proven techniques to create email attention grabbers that not only catch the eye but also drive engagement.

email-attention-grabbers.png

About how to create attention-grabbing emails that not only enhance the quality of content, but also stimulate engagement. 

How to make attention-grabbing emails

Mastering Email Attention Grabbers: Tips to Boost Your Open and Click Rates

<Video
url="https://www.youtube.com/embed/Yon__098xMA?si=hwN8B-PdB9SsHvb2" 
/>

The holiday season is here, and with it comes one of the biggest opportunities for businesses to connect with their audience and boost sales. Christmas isn’t just a time for celebration—it’s a prime moment for creative and impactful marketing. With consumers ready to spend and looking for the perfect gifts, brands have a unique chance to stand out by embracing the festive spirit.

In this article, we’ll explore how to craft seasonal [**marketing campaigns**](https://altcraft.com/help-center/marketing-campaigns/which-campaign-type-to-choose) that captivate your audience and drive results. 

<Img
img="/uploads/promocode_chistmas_91a5dbfe9c.jpg"
alt="seasonal marketing campaigns"
src="A Christmas-themed reactivation email from LastMinute"
/>

## Why Seasonal Marketing is Important 

Christmas is one of the most significant retail periods of the year. This makes it a critical time for brands to harness the power of seasonal marketing strategies. 

A [**2023 study**](https://londonlovesbusiness.com/london-small-businesses-make-up-to-86-of-their-annual-revenue-during-the-festive-period/) found that 70% of London small and medium-sized businesses generate up to 86% of their annual revenue from holiday shoppers. Effective Christmas marketing lets you grow your profits, stand out among competitors, showcase your brand’s personality, and build customer loyalty through memorable, emotionally engaging campaigns. 

A [**survey**](https://www.salesforce.com/news/stories/holiday-predictions-2024/) showed that 40% of consumers plan to spend less this year, and 47% expect to spend the same as last year. This means sales growth in 2024 will be limited, with only a modest 2% year-over-year increase predicted. To succeed, brands will need to be more innovative and flexible with their holiday campaigns.

Here are some seasonal marketing tips to help you maximize your profits.

## Seasonal Marketing Tips 

### Kick off a Pre-Holiday Sale with a Countdown Timer 

Start the holiday season with a bang by offering your customers a festive sale. But don’t wait until the sale starts to get the word out—build excitement in advance.

Before the sale goes live, make sure to alert your visitors about the upcoming event. This not only boosts interest and sales but also gives you a chance to grow your email list. Offer holiday shoppers the opportunity to sign up for updates and early access to deals.

Using a [**pop-up**](https://altcraft.com/features/pop-up) is a great way of notifying visitors about the sale and its start date. You can also create some buzz by giving them a sneak peek of what to expect.

<Img
img="/uploads/email_santa_6f185b0c5a.png"
alt="Kick off a Pre-Holiday Sale with a Countdown Timer"
src="Christmas popup example. Source: poptin.com"
/>

### Send Emails at the Right Time 

Timing is everything when it comes to holiday marketing emails. You want to make sure your messages aren’t lost in a crowded inbox, but you also don’t want to miss the perfect moment when your subscribers are most likely to engage. The [**highest email engagement**](https://www.wordstream.com/blog/ws/best-time-to-send-email-campaign) happens between 9 AM to 11 AM. 

However, the ideal time to send an email isn’t the same for everyone. To determine the best time for each recipient, [**use Altcraft**](https://altcraft.com/features/personalization). Its self-learning algorithms personalize the send time, ensuring that each subscriber receives the message when they’re most likely to open and engage with it.

### Keep Promoting Your Sale 

When your holiday sale is live, make sure every visitor knows about it by featuring it prominently on a popup on your landing page. You don’t want anyone browsing your site to miss out on great discounts while shopping for Christmas gifts.

To maximize your reach, integrate your sale announcement into an omnichannel strategy. Promote the campaign across email, social media, and even SMS to ensure your message reaches customers wherever they are

<Note>
Discover omni channel advantages and disadvantages and find out how to implement this strategy — [**read now**](https://altcraft.com/blog/omnichannel-and-multichannel-marketing). 
</Note>

Make sure your messaging is consistent across all platforms and tailored to each channel’s strengths—for example, use engaging visuals on social media, concise reminders via SMS, and detailed offers in email. 

Boost customer loyalty with Altcraft’s omnichannel marketing. Deliver seamless, high-quality interactions across all channels. From email to SMS to messengers, ensure your customers enjoy consistent service and a better brand experience—every time, everywhere. [**Try Altcraft**](https://altcraft.com/features/omni-channel-marketing)!

### Encourage Subscribers to Use Their Coupon Codes

Ensure your subscribers make the most of their discount codes by implementing trigger campaigns powered by dynamic personalization. For example, send reminders about unused discount codes to those who added items to their cart but didn’t complete the purchase or highlight relevant products they’ve shown interest in.

By delivering personalized messages at the right moment, you create a sense of urgency—especially when tied to limited-time holiday offers—encouraging shoppers to redeem their codes and complete their purchases before the Christmas season ends.

### Add Gamification 

Add some fun and excitement to your website or emails by using gamification. Even if visitors don’t know much about your brand, they’ll enjoy interactive features like scratch cards or spinning wheels.

By incorporating holiday-themed games, you can create a festive and memorable shopping experience that keeps visitors engaged and adds a cheerful seasonal touch to your site or messages.

<Note>
What is gamification in marketing and how to use it? Learn more [**here**](https://altcraft.com/blog/how-to-use-gamification-in-marketing). 
</Note>

<Img
img="/uploads/email_message_a3cf4b2fa7.jpg"
alt="Kick off a Pre-Holiday Sale with a Countdown Timer"
src="Email message template with gamification. Source: vouchermatic.app"
/>

To create gamified emails, you’ll need AMP technology. For example, with [**Pixcraft Email Builder**](https://pixcraft.io/builder), you can design interactive emails effortlessly—no HTML coding required.

### Add Special Design Elements 

Make your emails stand out with festive design elements. There’s no need for a complete redesign—small seasonal updates to your current templates can have a big impact.

Add holiday-themed visuals like snowflakes, gift boxes, or decorative borders. Subtle animations, like falling snow or twinkling lights, can make your website or emails feel more dynamic. You can also use ribbons and ornaments to dress up headers and footers. 

<Img
img="/uploads/starbucks_email_ee32836936.jpg"
alt="Kick off a Pre-Holiday Sale with a Countdown Timer"
src="Email example from Starbucks. Source: designmodo.com"
/>

### Entice Shoppers with Free Shipping and Clear Delivery Info

Unexpected shipping costs are a top reason shoppers abandon their carts, especially when they’re revealed at checkout. For many, this last-minute surprise is enough to cancel the purchase.

During the holiday season, customers are not only budget-conscious but also eager to ensure their gifts arrive on time. Clearly communicating shipping details—delivery times, fees, and conditions—can help build trust and reduce cart abandonment.

Free shipping is a game-changer. Did you know that 9 out of 10 [**consumers say**](https://www.invespcro.com/blog/free-shipping/) free shipping is the top reason they shop online more? Orders with free shipping also average 30% higher in value. Additionally, 93% of shoppers are encouraged to buy more products if free shipping is offered, and 58% add extra items to their cart just to qualify.

Including free shipping in your holiday promotions is one of the most effective strategies to increase order value and boost sales.

## Conclusion 

Holiday marketing is all about connecting with your audience in fun and meaningful ways. By adding personalization, gamification, and festive touches to your campaigns, you can boost engagement, drive sales, and make your brand memorable. Start now to make this holiday season your most successful yet!

<Note>
Not sure which marketing platform to choose? We can help with your marketing automation platform selection. Altcraft offers the tools you need to automate, personalize, and optimize your campaigns, making it easier to drive results and save time. [Try Altcraft Platfrom](https://altcraft.com/features/cdp)!
</Note>

 In this article, we’ll explore how to craft seasonal marketing campaigns that captivate your audience and drive results. 

seasonal-marketing.png

In this article, we’ll explore how to craft seasonal marketing campaigns that captivate your audience and drive results. 

What is Seasonal Marketing and How to Use It

Jingle All the Way to Sales: What is Seasonal Marketing and How to Use It 

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

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

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

## Write to the client frequently 

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

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

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


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

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

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

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

### Now, seriously

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

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

## Manipulate 

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

### Now seriously

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

## Send messages at inconvenient times

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

### Now seriously

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

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

## Don't respond immediately

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

### Now seriously

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

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

## Don't personalize

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

### Now seriously

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

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

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

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

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

## Make unsubscribing complicated 

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

### Now seriously

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

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


## Forget about error checking and device adaptation

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

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

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

## Summary

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


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

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

reach-customers.png

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

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

How to Reach Customers via Email Campaigns and Other Communication Channels

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

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

## Why does a business need segmentation models

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

### 1. Effective customer interaction

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

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

### 2. Increased advertising ROI

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

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

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

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

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

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

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

### 4. Increased customer loyalty

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

## 4 customer segmentation model

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

### 1. Sociodemographic segmentation

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

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

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

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

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

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

### 2. Segmentation by geolocation

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

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

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

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

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

### 3. Behavioral segmentation

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

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

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

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

### 4. RFM analysis


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

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

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

## How to personalize content to reach customers

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

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

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

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

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

### 2. Develop the onboarding process

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

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

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

### 3. Develop personalized blog content

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

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

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

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

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

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

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

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

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

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

### 5. Track and analyze your action

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

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

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

## Conclusion

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

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

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

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

customer-segmentation-models.png

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

4 Customer Segmentation Strategies for Tailoring Content

4 Сustomer Segmentation Models for Content Personalization in 2024

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

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

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

## What is spam and unwanted email

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

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

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

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

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

## Definitions of email delivery related terms

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

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

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

### What is a spam filter

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

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

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

### What is a spam trap

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

### What is a soft bounce

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

### What is a hard bounce?

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

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

### What is a hard bounce

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

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

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

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

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

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

### Sender address

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

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

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

### Contact lists

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

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

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

### Content of the email

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

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

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

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

- Send emails regularly.

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

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

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

### Monitor your contact list

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

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

1. The origin of the contacts. 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

## How spam words trigger spam filters

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

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

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

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

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

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

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

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

### Money transfer

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

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

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

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

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

### Lottery, gift, prize

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

### Urgent, please help

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

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

###Casino, free spins, deposit bonus

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

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

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

spam-filters.png

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

Spam Filters: How to Avoid Them in Email Marketing

How to Avoid Spam Filters in Email Marketing

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

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

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

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

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

## Expanding reach and enhancing engagement

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

### Expanding reach through increased coverage

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

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

### Increased open rates and message response

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

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

### Real success stories

Examples of brands that successfully integrated email and SMS:

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

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

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


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

## Enhanced personalization and targeting

### Building personalized communication with customers

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

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

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

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

### Segmentation and targeting: the perfect combination

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

### Increasing conversion

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

## Fast and timely delivery: capturing attention

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

### The real-time advantage of SMS

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

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

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

### Time-Limited Offers and Notifications

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

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

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

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

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

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


### Timely notifications for building customer relationships

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

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

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

## Multichannel Consistency and Branding

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

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

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

## Automation and efficiency in workflow

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

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

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

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

### Let's explore how automation works

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

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

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

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


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

### Let's consider these use case examples

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

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

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

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


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

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

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

## Summary

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

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

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

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

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

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

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

email-and-sms-campaigns.png

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

Email & SMS Campaigns: Maximizing Revenue Potential

Combining Email and SMS Campaigns: Maximizing Revenue Potential

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

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


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


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

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


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


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


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


Mass email marketing is necessary to:


- increase company sales; 

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

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

- conduct audience behavior research.

## Types of mass mailing


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


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


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


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


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


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


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


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


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


## Rules for mass email campaigns


Mass email campaigns follow the general rules of email marketing:


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

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

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

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

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

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

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


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


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


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

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

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

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

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

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


## How to improve the effectiveness of mass email campaigns

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

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

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

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

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

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

## Capabilities of email marketing services


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


### Email builder


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


### Campaign analytics


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


### Automation


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


### Personalization


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


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


### Data collection


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


## Examples of mass mailing


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


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


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

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

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


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


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


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


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

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


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

## Summary

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

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

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

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

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

massovaya rassylka.png

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

Mass Mailing, Types, Rules, Examples of Mass Newsletters

Mass Mailing: Types, Rules, and Examples

uzum-case.png

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

bnb-bank-kejs-v-menyu.png

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

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

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

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

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

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

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

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

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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