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Data-driven marketing involves using customer information to optimize business advertising and marketing communications. Collect data and run it through analytics tools in CDP Altcraft Platform.

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Segment audiences according to accumulated and combined data in the platform and synchronize them with external information sources. Personalize your mailings in different channels using accumulated data and data from external sources.

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Advanced and functional HTTP API in Altcraft Marketing will satisfy the needs of developers. API supports JSON and XML formats. It is possible to use queue servers (such as RabbitMQ) to import large numbers of client profiles in real time.

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Create a theme for the form by choosing the appropriate color scheme. Change the style and color of the text. Add photos and YouTube videos to the form. To do this, insert additional code into the required tag.

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In Altcraft Platform, you can set up any scenarios for sending messages through various delivery channels. By analyzing the actions of customers, you can anticipate events many steps ahead. Here are examples of scenarios that can be implemented in our marketing automation service:


Email marketing is one of the most important customer communication channels. Four out of five marketers are more likely to give up social media marketing than email marketing. Here are illustrative examples of the email marketing strategy:


Build messages dynamically based on customer data and specified conditions in the template. This data can be obtained from an external SQL database. Substitute data from an external HTTP service via API or based on data from any web page.

<Img
img="/uploads/How_to_Reduce_Cart_Abandonment_Rate_c3b28f1af3.png"
alt="How to Reduce Cart Abandonment Rate" 
/>
 
According to [**FinancesOnline**](https://financesonline.com/statistics-shopping-cart-abandonment-statistics/), online stores lost more than four billion dollars in 2021 due to incomplete purchases on the site. Abandoned cart is a common occurrence for an online store. It happens when a user adds items to the shopping cart on an e-commerce site but does not complete the purchase. The reasons are different. Customers change their minds about a product during checkout, refuse to buy because of an inconvenient interface or an expensive final price. 

However, it is worth working with abandoned carts. One of the best ways to do this is to remind users about the items in the cart by sending emails. The [**Open Rate**](https://www.cloudways.com/blog/shopping-cart-abandonment-statistics/#statistic-13) of such emails reaches 45%, and 11% of users who open this email end up placing an order.

In the post, we will explain why users change their decision to buy, and also show examples of emails that force the user to complete the order.

## Why Users Abandon Carts 

**Shipping is too expensive or inconvenient.** [**48% of buyers**](https://baymard.com/lists/cart-abandonment-rate) abandon a purchase due to additional shipping costs, taxes and fees. Especially if the final cost can only be found in the basket. Another common reason for changing the decision is the speed of delivery.

**Website is slow.** In the age of fast internet, no one wants to wait. 70% of users say that a [**slow site speed**](ways-to-keep-visitors-on-your-website) affects their buying decision.

**The buying process is long and complicated.** If new users have to create an account, fill out dozens of fields, go through authorization and figure out how everything works, they will most likely give up halfway through and find a way to checkout faster on another site.

**There are problems with payment.** Customers abandon the cart if there is no convenient payment method or their cards are rejected by the service. A potential client leaves disappointed.

The reason for refusal can also be a suspicious payment method. If the store offers to pay for the items by clicking on the link, this looks like phishing — one of the ways scammers steal card data.

**The site is experiencing errors.** Inactive buttons, broken layout, strange error notifications prevent users from placing an order. Only the most motivated customers will be able to go through all this garbage, the rest will leave.

**The user is not going to buy.** He puts items in the cart because it is easier than adding them to favorites. This happens when the site does not provide a function that allows users to mark the item they like.

**The user forgot about the purchase.** Start placing an order, but get distracted by something else and forget about the purchase is a standard situation. Humans are imperfect, and distractions are on the rise in the digital world. Sometimes a person is just contemplating a purchase. In this case, your reminder may push him to complete the order.

## How to deal with abandoned carts

It is impossible to completely get rid of abandoned carts, but you can and should work with them. Learn what prevents users from placing orders. To do this, use [**analytics systems**](how-to-use-end-to-end-analytics) and other available methods. Then you can start working on the problem. 

If the reason is ‘absent-mindedness’, a reminder message will save the purchase. You can remind about the items in the cart using email, [**push notifications**](in-depth-guide-on-web-push-notifications) or retargeting.

You can send a single message or set up a chain of notifications that the user will receive some time after they leave the site or application.

<Note>
NB! Be sure to add the items that the customer has chosen to the abandoned cart trigger. Also include a direct link from the email to make it easier for the user to navigate to the shopping cart page.
</Note>

## Examples of abandoned cart emails

Let's take a look at a few emails that brands send to their customers who have abandoned shopping carts on the site.

<Img
img="/uploads/boohoo1_2a0a98e029.png"
alt="How to Reduce Cart Abandonment Rate"
/>

This triggered message hints to the user that the product may run out. A message from the brand says that the items in the basket “won’t be around for long". This is where the client's fear of missing out on a profit should come into play.

The store does not end the campaign after one reminder. The next day, the user receives a second message with the subject line “We’ve cut the cost of your items”, where he is offered a [**promotional code**](how-to-use-promo-codes-for-business). Such a move encourages those buyers who did not complete the order because of the cost of purchases.

<Img
img="/uploads/boohoo2_b270936e02.png"
alt="How to Reduce Cart Abandonment Rate"
/>

The same mechanism is used by the clothing store *Steve Madden*. There is a slight difference. They wait longer (3 days) before sending the promo code to the user.

<Gallery>
<GalleryItem
original="/uploads/steve_madden_3_3b67113d12.png"
thumbnail="/uploads/steve_madden_3_3b67113d12.png"
description="Steve Madden"
/>
<GalleryItem
original="/uploads/steve_madden_2_de32583587.png"
thumbnail="/uploads/steve_madden_2_de32583587.png"
description="Steve Madden"
/>
</Gallery>

Not only large online stores work with abandoned carts, but also niche projects. Due to the friendly and almost conversational style, such campaigns get high conversions. Small businesses also do not forget about the benefits for their customers.

<Gallery>
<GalleryItem
original="/uploads/pipcorn_1_d82d642fae.png"
thumbnail="/uploads/pipcorn_1_d82d642fae.png"
description="Pipcorn Heirloom Snacks"
/>
<GalleryItem
original="/uploads/pipcorn_2_7dbfa0abe6.png"
thumbnail="/uploads/pipcorn_2_7dbfa0abe6.png"
description="Pipcorn Heirloom Snacks"
/>
</Gallery>

Abandoned carts are not only for online stores. Streaming services also remind you of pending orders. For example, you once tried to buy a subscription, but stopped at the last step. Netflix sends an email asking you to finish signing up. Realizing that the subscriber was most likely stopped by the price, the service offers the cheapest tariff plan. The message also contains information about the benefits of subscribing to the service.

<Img
img="/uploads/netflix_62c38ad8e2.png"
alt="How to Reduce Cart Abandonment Rate"
/>

Another sender who plays on the benefits of the product is the furniture store *Kardiel*. Since furniture is an expensive purchase, the store also shares its phone number and email so that a potential buyer can contact them and discuss all the details.

<Img
img="/uploads/kardiel2_a0dfcb16d9.png"
alt="How to Reduce Cart Abandonment Rate"
/>

The bookstore *Thriftbooks* doesn't get hung up on which books the user has left in the cart. Instead, it suggests other books based on the user's interests.

<Img
img="/uploads/triftbooks_d240cab8a8.png"
alt="How to Reduce Cart Abandonment Rate"
/>

Another bookstore is betting on the moral character of the buyer, so to speak. By buying on their website, the customer financially supports local bookstores.

<Img
img="/uploads/bookshop_4f17729c89.png"
alt="How to Reduce Cart Abandonment Rate"
/>

## Summary

Abandoned cart is a common problem for different online stores. Users stop checking out because they are not satisfied with the final price or shipping cost. Other reasons may be problems with payment or with the site (errors, download speed). Some users are not going to buy anything yet, but just mark interesting products by adding them to the cart. Sometimes users simply forget about the purchase because they were distracted.

An automated email campaign reminds the customer of the purchase. In messages, companies often play on lost profits for customers and say that the product will soon run out. But you can act differently. Offer users help with the choice (even on behalf of a specific manager), remind about bonuses, convenient delivery and a wide range of products. The most important thing is to communicate in a human friendly way. Also use intrigue or humor to get attention. In this case, your email will definitely be opened.

Find out why users change their buying decision after adding an item to the cart. Analyze examples of emails that push the user to complete the order.

medium_How to Reduce Cart Abandonment Rate.png

small_How to Reduce Cart Abandonment Rate.png

thumbnail_How to Reduce Cart Abandonment Rate.png

How to Reduce Cart Abandonment Rate.png

Online stores lost more than four billion dollars in 2021 due to incomplete purchases on the site. It is worth working with abandoned carts.

How to Increase Conversion Rates Using Abandoned Cart Emails

How to Reduce Cart Abandonment Rate

<Img
img="/uploads/Blog_1_ad7a164313.png"
alt="What is Drip Marketing"
/>

Customers are not ready to buy right away, even if they have subscribed to your newsletters. When the product is complex, the user needs time to explore it. The business task is to help the client make a purchase decision. This can be done in different ways. Your company can tell a story about the product, demonstrate its own expertise, build customer trust or offer favorable conditions.

Drip marketing makes all these actions possible. This is an automated marketing strategy that is planned ahead of time. Step by step — or drip by drip — such campaigns lead a client to a conversion or a target action through increasing loyalty, useful content, promotions and other methods.

In the post, we will tell you what benefits the drip method has, what emails are classified as 'drips', and how to launch such a campaign.

## What is Drip Marketing

A **drip campaign** is a scheduled series of automated emails that are sent when a customer takes an action. The drip method leads the user to communication with the brand or to the sale.

The trigger for newsletters can be the actions of the client on the website, reactions to messages,  certain events. It can also be inaction if the subscriber stops responding to messages from the company. If you carefully craft your email series, users will get a personalized experience.

### Benefits of Drip Marketing

**Increasing customer loyalty.** When users receive only the emails they need, they have no reason to be annoyed. There is less chance that they will [**unsubscribe**](how-to-win-back-email-subscribers), moreover, their loyalty will increase.

**Increasing sales.** A well-thought-out drip campaign moves the client through the sales funnel neatly and unobtrusively. The emails progressively reveal the benefits of the product or promote content that also advertises the product. ‘Drips’ push the customer to buy at the right time, for example, they remind you of an abandoned cart.

**Simplifying the work of the marketer.** Drip emails are automated, so marketers don’t need to do routine actions. They have time to develop strategies, come up with creative campaigns, and solve other tasks.

**Increasing engagement**. By reminding itself regularly, the brand maintains communication with users and [**builds trust**](customer-trust). When you conduct audience surveys or ask for feedback, you make it clear that the brand is ready to listen to customers, and they begin to respond more to the company's messages. Businesses better understand the interests of the audience through engagement tools.

**Content promotion.** No one will see your content without promotion, even if it is very interesting. The company shows expertise and demonstrates the product through blog posts, videos, infographics and other types of content. This is why it's important to invest in content advertising. Drip marketing is one way to promote your content.

**Re-engage customers.** Drip emails automatically return inactive subscribers: those who have stopped reading messages or haven’t completed the purchase. It is difficult to keep track of such actions manually, and it is even more difficult to respond to them quickly.

**Detailed audience segmentation.** The more personalized the offer for the client, the higher the chance of a purchase. Drip campaigns adjust automatically to the client and are more likely to reach the business goal.

## 8 Types of Drip Campaigns

Not every email campaign is a drip campaign. Here are some examples of drip emails:

### Onboarding emails

Companies use onboarding emails to introduce the subscriber to their product step by step.

Now the user is more likely to be surprised if he doesn’t receive confirmation of the subscription, because we are used to such communication.

<Img
img="/uploads/alison_onboarding_2d599e10da.png"
alt="Welcome email"
src="Welcome email"
/>

### Feedback emails

These emails usually come after a purchase or brand interaction with a user. Use email surveys to collect feedback. This way, you will improve the company’s service and increase loyalty because people love it when a company asks for their opinion.

<Img
img="/uploads/feedback_3a20794bde.png"
alt="Feedback request from customer after purchase"
src="Feedback request from customer after purchase"
/>

### Holiday emails

Congratulate the client on the holidays in a drip campaign. For example, wish a happy birthday or a Merry Christmas. Send [**promotional codes**](how-to-use-promo-codes-for-business) or gifts. This way, you  remind the user of the brand and encourage them to buy. 

<Img
img="/uploads/drip_email_3_38ed137713.png"
alt="Congratulation email"
src="Congratulation email"
/>

### Educational emails

You shouldn’t always send only sales emails to the client. Try sending useful newsletters containing life hacks or tutorials on working with your product. Such content is an indirect way of selling and another way of increasing loyalty.

Emails can be educational or redirect the user to other sites: a blog, a page for downloading manuals, or to a useful video on Youtube.

<Img
img="/uploads/drip_email_4_c43bdf822c.png"
alt="Educational email"
src="Educational email"
/>

### Reactivation emails

They return users who have stopped clicking on links in your emails or who click but don't purchase your products. Emails are sent after a certain period of client inactivity. To [**reactivate customers**](how-to-reactivate-inactive-email-subscribers), you can use different methods: unsubscribe the client, ask to come back, give discounts, etc.

<Img
img="/uploads/drip_email_5_fbaa7163e6.png"
alt="Reactivation Emails"
src="Reactivation Emails"
/>

### Trigger emails

Usually, they remind the user of some unfinished action: an incomplete registration or an abandoned cart. Customers don’t always stop the purchase intentionally, sometimes they are simply distracted and forget. The email will bring the customer back to action, and the additional discount will speed up the purchase.

<Img
img="/uploads/drip_email_6_ef156174a1.png"
alt="Email with additional discount"
src="Email with additional discount"
/>

### Transactional emails

It is important for the client to know that his order has been accepted and work has begun on it. Drip campaigns include order confirmation emails, payment confirmation emails, delivery status notifications.

<Img
img="/uploads/drip_email_7_6478b8d1d7.png"
alt="Transactional emails"
src="Transactional emails"
/>

This also includes emails that report the status of the subscription. If the validity period ends and the client has not renewed it, you send an email.

### Sales funnel promotion emails

This is a series of emails that encourages the customer to buy in different ways. For example, it offers a demo, webinar, discounts, and so on.

<Img
img="/uploads/mango_drip_marketing_a2487085f9.jpg"
alt="Special offer email"
src="Special offer email"
/>

## How to create a drip campaign

### 1. Set a goal

Specify what should happen when the drip campaign starts to work. Here are some possible goals: sales, increasing customer engagement or brand awareness, subscriptions to other sources, responses to content, etc. Describe the intended goal with numbers. Use ‘increase sales by N over time’ instead of just ‘increase sales’.

### 2. Define your target audience

Decide to which segments of the audience you will send messages and under what conditions. Buyers don’t behave in the same way and are at different stages of decision making. The task of the business is to divide customers into groups in order to send the most personalized newsletter. Don’t send everyone the same versions of emails.

### 3. Create campaign plan

Designate the number, frequency and time of sending emails for each of the groups that you identified in the previous paragraph. Also decide which communication channels you will use: email marketing is often complemented by [**push notifications**](mobile-marketing-101-push-notifications) and [**SMS**](sms-marketing). Don't forget to select campaign analytics metrics: opens, clicks on links in emails, conversions.

### 4. Make content

It is the longest and most important stage, because without attractive content, the newsletter won’t bring results.

Here are a few rules: 

- Write clear topics so that users don’t guess what is waiting for them inside.
- Personalize the newsletter not only with the person's name, but also with selections based on their interests and purchases.
- If you are going to bombard a subscriber with a lot of information, correctly format the text with highlighted paragraphs and subheadings in the article.
- Be helpful. Nobody likes trite content.
- Be moderate in design.
- Add [**CTAs**](what-is-cta) to emails.

### 5. Launch a campaign

Drip emails are automatic, so the first thing you need to do is to set up sending with your automation tool. For example, our Altcraft Platform service has a function of [**personalized trigger campaigns**](/features/personalization) and regular campaigns. All data is stored in a single profile, which simplifies and speeds up personalization. When the settings are done, feel free to press the ‘Start’ button and start monitoring the campaign performance.

### 6. Analyze and optimize drip emails

Although newsletters are automatic, marketers need to work with analytics. Monitor results to optimize content, email subject lines, send time, number of emails, and more. Data analysis will be useful for future campaigns.

## Conclusion

Drip campaign is a series of emails that users receive automatically when they take an action. For example, they make an order, abandon items in the shopping cart or browse the products they are interested in, but never buy.

Drip marketing increases loyalty, customer engagement, promotes content, simplifies the work of marketers, moves the client through the sales funnel and increases the company's profit.

Drip emails include onboarding, feedback, welcome, educational, reactivation, congratulations, trigger and sales emails.

Start creating a drip campaign by setting a goal and choosing a target audience. Next, you develop a plan, create content and launch a newsletter that you set up in one of the services. After that, you just have to analyze metrics and adjust the campaign.

Read about the benefits of drip marketing, what emails can be classified as "drips", and how to launch such a campaign.

medium_Блог (1).png

small_Блог (1).png

thumbnail_Блог (1).png

Блог (1).png

Drip Marketing: Definition, Benefits and 8 Email Types

A Beginner's Guide to Drip Marketing 

<Img 
img="/uploads/Blog_fd93f14516.png"
alt="Competitive analysis"
/>

It is okay when people unsubscribe. Although [**the average unsubscribe rate from email newsletters**](https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/) for different industries is only 0.1%, this indicator is also worth working on. There are many reasons why users unsubscribe. This may be caused by the quality or quantity of messages, a change of interest, or a new email address.  About [**333 billion emails**](https://www.statista.com/statistics/456500/daily-number-of-e-mails-worldwide/) are sent every day, and one person receives dozens of messages a day. It is difficult for companies to break through such a flood of messages, so marketers are looking for new solutions to keep customers from unsubscribing. One of them is to save a subscriber who has already clicked on the ‘Unsubscribe’ button.

In this article, we will explain why people unsubscribe and give 10 examples of how to get back customers who are about to leave.

## Why people unsubscribe from email newsletters

Here are different reasons:

**Too many messages from the company.** Even the most loyal and engaged clients will get tired if you send them an email every day.

**Total number of inbox messages.** If there are a lot of subscriptions, users simply don't have time to read everything. They delete emails that are less important and not the most relevant.

**Change of interests.** People could change their profession. For example, they leave HR for marketing. In this case, emails with tips on working with staff and invitation to HR-events become irrelevant. Some topics just stop being interesting.

**Another email address.** Sometimes users change their email address on their own or leave their work email to receive newsletters. When an employee is going to quit, he can unsubscribe and resubscribe to the newsletter from his personal mailbox.

**Low-quality or uninteresting content.** Another reason is unsubscribing from content that didn't live up to expectations. If you send too many advertisements in emails instead of the promised useful content, the user will want to unsubscribe very soon.

**Random unsubscribe.** It is important to leave the subscriber a chance to go back to your contact list immediately if they have unsubscribed by mistake.

How to find out why people unsubscribe? You need to ask them. Some companies conduct short surveys before unsubscribing.

<Img 
img="/uploads/Example_of_a_survey_after_an_unsubscribe_516c3e2772.png"
alt="Example of a survey after an unsubscribe"
src="Example of a survey after an unsubscribe"
/>

## How to prevent users from unsubscribing

**Firstly**, your newsletter should be useful and interesting for subscribers. Improve your emails, add interactive content, test options, segment the audience by interests, analyze the reasons for unsubscribing.

**Secondly**, it is possible to return the client when he is going to unsubscribe.

**It is important not to complicate the process:**

- Make sure that the unsubscribe link is visible, otherwise you will receive [**a spam complaint**](https://altcraft.com/blog/how-to-send-millions-of-emails-and-avoid-spam-filters);
- Don’t require to log in on the site or write an unsubscribe letter;
- Don't force the user to take too many steps to unsubscribe.

Don’t remove a user from the list as soon as he clicks the ‘Unsubscribe’ button. Design the unsubscribe page so that the person doesn't want to leave it. Read below about how to do it.

## 10 ways to convince a subscriber to stay

### 1. Check whether the user has really decided to unsubscribe

This will make a person think and keep them from unsubscribing by mistake. The first way is to add ‘Yes’ or ‘No’ options.

<Gallery>
<GalleryItem
original="/uploads/Unsubscribe_2_a32ea9eb3e.png"
thumbnail="/uploads/Unsubscribe_2_a32ea9eb3e.png"
/>
<GalleryItem
original="/uploads/Unsubscribe_1_7206abfb72.jpg"
thumbnail="/uploads/Unsubscribe_1_7206abfb72.jpg"
/>
</Gallery>

The second way is to personalize the answers. For example, sign buttons with first-person response options.

<Img 
img="/uploads/Example_with_personalized_buttons_260ba7f938.png"
alt="Example with personalized buttons"
src="Example with personalized buttons"
/>

This example with a single ‘Unsubscribe’ button is more likely to motivate the client to unsubscribe, because it is inconvenient to return to the newsletter.

<Img 
img="/uploads/Unsubscribe_page_anti_example_fa40cd961c.png"
alt="Unsubscribe page anti-example"
src="Unsubscribe page anti-example"
/>

### 2. Change newsletter settings and reduce the number of emails

This method will work if the reason for unsubscribing is the number of letters. Make it so that the user can leave some newsletters.

<Img 
img="/uploads/Manage_your_subscription_5eb4009227.png"
alt="Manage your subscription"
/>

The more flexible the subscription settings, the more accurately the company segments users. At the same time, it is more convenient for customers to communicate with your business and receive only what is really interesting.

<Gallery>
<GalleryItem
original="/uploads/Change_newsletter_settings_2adf63ef03.jpg"
thumbnail="/uploads/Change_newsletter_settings_2adf63ef03.jpg"
/>
<GalleryItem
original="/uploads/Change_newsletter_settings_2_504bc0182d.jpg"
thumbnail="/uploads/Change_newsletter_settings_2_504bc0182d.jpg"
/>
</Gallery>

### 3. Offer a bonus on the unsubscribe page

This will help distract the user from thinking about unsubscribing. The client will feel obliged to the company and will want to thank her for the bonus.

<Img 
img="/uploads/Pop_up_with_a_bonus_1c3b65a22a.jpg"
alt="Pop-up with a bonus"
src="Pop-up with a bonus that appears on the unsubscribe page"
/>

### 4. Remind customers of benefits 

Remind users about the benefits of subscribing to your newsletter. They can receive bonus gifts, special offers, access to closed sales, etc. 

<Img 
img="/uploads/Remind_customers_of_benefits_00759eb1cb.png"
alt="Remind customers of benefits"
/>

### 5. Express regret

When you push for pity, that can work too. The unsubscribe page often uses crying or upset characters, which humanizes the brand.

<Gallery>
<GalleryItem
original="/uploads/Express_regret_2_f5c9b1282f.png"
thumbnail="/uploads/Express_regret_2_f5c9b1282f.png"
/>
<GalleryItem
original="/uploads/Express_regret_fec42e389a.png"
thumbnail="/uploads/Express_regret_fec42e389a.png"
/>
</Gallery>

### 6. Suspend subscription for a while

Try to give the subscriber a break from your information. Set the number of days, after which letters will start coming to the user again. Maybe after a while, he’ll change his mind and stay.

<Img 
img="/uploads/Frame_15_c8ef89b402.png"
alt="/uploads/Frame_15_c8ef89b402.png"
/>

### 7. Resubscribe those who unsubscribed by mistake

Some users click on ‘Unsubscribe’ by accident and most likely won't go to your site to resubscribe. Add a resubscribe button to make it easier to return.

<Img 
img="/uploads/Resubscribe_582cf137a9.png"
alt="Resubscribe"
/>

### 8. Stay one step ahead

It is better to prevent than to remedy the consequences. If you know that the audience most often unsubscribes because of the number of messages, add the newsletter settings button to the email. Then, perhaps, the user won't even reach the unsubscribe page.

<Img 
img="/uploads/Stay_one_step_ahead_f3630ef50f.png"
alt="Unsubscribe"
/>

### 9. Communicate with the user

Pressing on pity or manipulating lost profits are not always a good option for keeping subscribers. Try to engage in dialogue with them. Add creativity, as the company Seeso did in its newsletter.

<Img 
img="/uploads/Communicate_with_the_user_583d9a10af.png"
alt="Communicate with the user"
/>

### 10. Engage the user

Perhaps the emails don’t show all the benefits of the product and information for the client. Try taking the user to the site or other pages to convince them to stay.

P.S. If the user still unsubscribes, offer him to stay with you on social networks.

## Conclusion

People unsubscribe from email newsletters because they receive too many messages or because these messages contain poor quality content. They may also lose interest in a topic or change their email address. Sometimes users unsubscribe by mistake, so it's important to make it easy for them to resubscribe. For example, add a button to the same page where they unsubscribe.

If you want to keep a customer from unsubscribing, don't delete them right away, but at the same time don't make it too hard to unsubscribe. Ask users if they really want to unsubscribe, offer to change the newsletter settings: reduce the number of emails, change topics, or stop sending emails for a few days. Another way is to remind about the benefits of the newsletter and tell what people lose when they unsubscribe (closed sales, special offers, promotional codes, etc). Don’t be afraid to express regret. Start a dialogue with the user and offer bonuses. This will help keep the client in the list of subscribers.

Add creative, but never hide the unsubscribe button, or you'll get a spam complaint.



In this article, we talk about why people unsubscribe from email newsletters, how to prevent unsubscribe and consider 10 ways to convince a subscriber to stay.

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Why people unsubscribe from email newsletters and how to win back email subscribers.

Why People Unsubscribe and How to Win Back Email Subscribers

How to Win Back Email Subscribers

<Img
img="/uploads/chto_takoe_cta_479bdd34ef.png"
alt="CTA: What is It, Why do You Need It and How to Create One"
/>

More than [**90% of users**](https://affiliatiz.com/cta-statistics-to-boost-conversion-rates/) notice a call to action (CTA) when reading a headline. The right marketing content always includes a call to action that pushes a potential customer through the sales funnel. However, according to statistics, there's no CTA on 70% of websites of small B2B businesses. It's a drawback because even a selling description of your product won't make the user purchase immediately. A CTA facilitates a customer journey to conversion and explains what to do next. 
 
Still, not all calls to action are equally effective. A CTA button works if it's simple and visible. In this piece, you will learn the rules of creating calls to action and view examples of successful ones.

## What is a CTA
 
<Note>
A call to action is a button, graphic or text element with a hyperlink that calls the user to action: purchase, subscription, registration, downloading materials, repost and so on. 
</Note>

A CTA is used on landing pages, in social media posts, in newsletters and other marketing materials. In most cases, a CTA is a button. 
 
Different types of buttons collect user data for lead generation. For example, when downloading promo materials and [**lead magnets**](what-is-a-lead-magnet), a customer needs to enter their contact details into the form. When customers make a purchase, they usually leave an email address or a phone number to receive information about delivery. A company also receives contact details when a person makes a request for consultation or wants to get preliminary calculation. Each call to action serves a different function that pursues a goal of getting a lead. 
 
**Popular examples of CTA:**
 
<Img
img="/uploads/cta_examples_3625be00aa.png"
alt="CTA examples"
/>

## What is a CTA for 

**The main task of a CTA** is to bring the user to the conversion and explain what is next. A call to action, to purchase should be in every advertising material in order to simplify a [**customer journey**](stroim-customer-journey-map) and push the user through the sales channel. 
 
*Example. All advantages of the product are described in detail on the landing page, but there is no CTA. Let's say that the user shows their interest and wants to make a purchase. When there's no button that redirects a person to the purchase, they don't know what to do: continue searching for the product on the website or try to find it in a search engine. When there's a call to action, conversion speeds up.*
 
The importance of a CTA can be explained from a psychological point of view. When the user views the advertising material, they are subconsciously waiting for a call to action. It doesn't mean that this person is ready to make a purchase immediately, but past experience tells them that there should be a CTA button on the page. . 
 
After clicking on a CTA button, a person receives a reward. When actions are repetitive, people get accustomed to them and understand that they can receive a bonus by clicking on a CTA button. Call to action buttons also stimulate curiosity. On the one hand, a person understands what will happen when they click on a button, on the other hand, they wonder what the bonus will be.

## How to Create an Effective CTA

There's no fixed formula for creating call to action buttons, but there are some rules and principles that make CTA work effectively.

### How to Create a CTA

**Correctly determine at what stage of the sales funnel your customer is and what product features are.** For example, don't place a CTA button «Buy» on the landing page of an expensive car or a country house because people aren't inclined to purchase such things spontaneously. Offer the visitors a consultation or a catalogue first. 
 
**Think over options for CTA buttons.** When there are several versions of the product, different CTA buttons for each is a good solution. 

<Img
img="/uploads/cta_different_plans_ff32f1a4a2.png"
alt="CTA"
/>

**Make a CTA clear and use a verb.** The user should have an idea of what will happen if they click on the button: purchase, request, subscription and so on. 
 
*Let's imagine a bad CTA. We have a banner on the page of a travel agency. It promotes river cruises on the rivers of Russia. A CTA «You need this trip» tells the user absolutely nothing and leave them wondering what will happen after clicking on the button: a booking page will open, a request will be left, etc. In this case, it's better to use «Book a tour» or «Learn more».*

## How to Increase the Effectiveness of a CTA

**Make a CTA visible.** Just a link in the text may get lost. A small button won't bring any result either. Don't skimp on a good design and test different options of shape, colour, size, font, placement. Usually, A/B or multivariate testing is used.

<Img
img="/uploads/florence_by_mills_3f8cb8a1fd.png"
alt="CTA"
/>

**Make people think that your product is limited or add a beneficial offer.** Specify that there's a limited collection, a discount or a free period.

<Img
img="/uploads/rosegal_limited_cta_20ad16879f.png"
alt="CTA"
/>

**Explain what your CTA means.** Briefly tell the user what's next, show them simplicity and speed. 
 
*Example. If the user is getting a subscription to the service, the «Sign up» button can scare him away. Judging by his experience, he assumes that he will have to nter card details and pay for the first month. If you specify that registration does not require a credit card, a person is more likely to click on the link.*

<Img
img="/uploads/cta_sign_up_a0f44fbb30.png"
alt="CTA"
/>

**The first person CTA.** This method will add personalization. For example, replace «Subscribe» with «I'm in». A personalized CTA converts [**42% more users**](https://affiliatiz.com/cta-statistics-to-boost-conversion-rates/) than a neutral one.

<Img
img="/uploads/i_am_in_glossier_301255ae43.png"
alt="CTA"
/>

**Duplicate the buttons.** If the landing page is long and there's a lot of information, it's better to duplicate CTA buttons. Also, add different CTA options: primary and secondary. The «Purchase» button can be used for hot leads who are ready to buy immediately. Such a CTA is usually the primary one. For users in doubt, a CTA offering a consultation or promotional materials is a good option.

<Img
img="/uploads/main_and_additional_cta_hootsuite_95bf1fce0d.png"
alt="CTA"
src="Example of primary and secondary calls to action"
/>

**Additional elements for motivation.** The words «now», «bonus», «gift» on a CTA button call customers to action. Sometimes animation and tooltips are added to such buttons. 
 
**Don't lie to your customers.** If your CTA button offers a free material, a request for consultation shouldn't appear in the form after the user will click on the button. 
 
**Motivate.** Sometimes you will have to explain to the user why they need to perform a targeted action. When you offer a subscription, explain why the user needs it: to receive news and discount offers, view new products.
 
**Test the buttons.** Test how CTA buttons are displayed on different devices. For example, there is a possibility that the user won't see your button on the smartphone screen if the landing page is not adapted for mobile devices.

## CTA in Email Marketing

A CTA is an important element in newsletters because emails are a means of communication with customers. With their help you can make customers purchase something, view new products and read your content. If your emails lack a CTA, you make a customer journey more difficult since your customer will have to go on the website and search for the offer from your email themselves. Also, CTA buttons simplify analytics: you know for sure whether your emails are effective or not. Although the rules mentioned above work for creating and improving the effectiveness of CTA buttons in email marketing, there are still some differences.

### Peculiarities of a CTA in Email Newsletters:

**Don't overload emails with CTA buttons.** Email is not a landing page, that's why it's better not to duplicate buttons, so as not to be too intrusive. If you need different options of the buttons, change the text on them. For example, be more specific: not just «Sign up for a speaking club», but «Sign up for a speaking club on Wednesday».

**Placement of CTA in the email header or at the end.** Marketers' opinions on this differ, so both options are correct. Button placement depends on the context. If it's clear by the email subject that you are offering discounts, then it's okay to start your email with a CTA.

<Img
img="/uploads/CTA_email_header_a389b31f1d.png"
alt="CTA"
/>

If you need to explain your offer and persuade your customer to perform a targeted action, then it's better to place a CTA button at the end.

<Img
img="/uploads/twilio_segmet_email_cta_5c52aea703.png"
alt="CTA"
/>

**Don't be dull.** «Treat yourself» instead of the standard «Shop now» in the email of the clothing store is an example of personalization.

<Img
img="/uploads/pura_vida_treat_yourself_6c958584fa.png"
alt="CTA"
/>

<Note>
NB Test different button options (placement, design) to find effective ones.
</Note>

**CTA design in emails.** Add some free space around the button to make it more visible. Such CTA buttons increase conversion by 232%. Highlight your CTA button in colour and don't overload the design of the email. If there are a lot of unnecessary details, it will be more difficult to notice the button.

<Img
img="/uploads/pura_vida_3_offer_expires_08edbe989c.png"
alt="CTA"
/>
 
## Conclusion

A CTA (call to action) is a required element of marketing materials that leads the user to conversion and explains what will happen next.

CTA buttons offer to purchase a product, sign up for a consultation, download free material and so on. A correct call to action is easy to understand, contains a verb, corresponds with a stage of the sales funnel and sometimes is duplicated.
 
To improve the effectiveness, marketers sometimes personalize CTA buttons, make customers think that the product is limited and use interesting design to attract people. In email marketing, it is recommended not to overload emails with CTA buttons.

A CTA button works if it's simple and visible. In this piece, you will learn the rules of creating calls to action and view examples of successful ones.

medium_chto-takoe-cta.png

small_chto-takoe-cta.png

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chto-takoe-cta.png

A call to action pushes a potential customer through the sales funnel. Learn the rules of creating CTAs.


CTA: How to Use This Button on Your Website and Email

CTA: What is It, Why do You Need It and How to Create One

<Img 
img="/uploads/reaktivaciya_podpischikov_b47060c0d9.jpg"
alt="How to Reactivate Inactive Email Subscribers"
/>

About [**333 billion emails**](https://www.statista.com/statistics/456500/daily-number-of-e-mails-worldwide/) are sent every day worldwide, and by 2025 the number will grow to 376 billion. Email is not inferior to messengers and other communication channels. However, users do not read all emails: the average [**Open rate — 25%**](https://knowledgebase.constantcontact.com/articles/KnowledgeBase/5409-average-industry-rates?lang=en_US). A click-through rate, and consequently the number of purchases, is even lower. That's why it is vital to draw the attention of subscribers wisely. Not all customers who receive your newsletter are active users. Some people may simply lose interest in your content. When subscribers do not read the emails, the business loses money — the company wastes marketing budget on newsletters and worsens the [**reputation of its IP address**](how-to-inbox).

The situation is reversible if you carry out reactivation campaigns. In this article, you will learn about reactivation.

## What reactivation emails are and why they are important

<Note>
Reactivation, also known as re-engagement, is a strategy that involves sending out trigger emails to subscribers who have stopped responding to email newsletter: open emails, click the links or purchase products from the newsletter. 
</Note>

Reactivation newsletter revives subscribers who have been «sleeping» for several months. This newsletter does not include «dead» users — those who have subscribed to your newsletter but have never opened your emails.

Subscribers become «sleeping» if they have not been active, on average, between three to nine months. It is important to consider the frequency and interval of newsletters. If you send one email a month, then it is too early to consider your subscriber «sleeping» after three months. The subscriber may have missed the emails.

## Why reactivation emails are necessary

Reactivation of customers returns users to communication with the business, as well as:

- **Increases sales** — discounts, bonuses and other special offers in reactivation campaigns encourage a quick purchase.
- **Saves the budget on email marketing** — the cost of a newsletter depends on the number of addresses in the database, and reactivation deletes unnecessary ones from there.
- **Improves the reputation of the sender** — if many subscribers do not open emails from the same address, the provider considers the sender unreliable. Keeping only active subscribers means preserving the reputation of the address.

## Subscriber reactivation strategy

There are three ways to revive «sleeping» users:

- **Temporary ignoring** — exclude «sleeping» users from the main newsletter, leave a digest or send emails that worked well before the activity stopped. Look at the result: if the user returns, add them to the main newsletter. If the user remains inactive, delete them from the database.
- **The last chance** — send one reactivation email. If the user does not interact with it, delete them from the database.
- **Series of emails** — it is a sequence of emails that depends on the user's reaction. If the user does not respond to one email, send them another and so on.

## Steps to reactivate subscribers

### 1. Determine the causes

Why subscribers «fall asleep»:

- Subscribers are no longer interested in the content of your email newsletter.
- The content does not meet the expectation of subscribers.
- You send too many emails.
- The user changed their email address because of the loss of a previous one or job change (the subscription from a corporate address).
- Your emails are not adapted for mobile devices.
- The user subscribed because of the bonus, not to receive information from the company.

How to find out the reasons: conduct a survey and analyze previous newsletters sent to «sleeping» users.

### 2. Segment the audience

A click-through rate (CTR) of a segmented campaign is [**100% higher**](https://kinsta.com/blog/email-marketing-statistics/) than for campaigns without segmentation. Reactivation is no exception. The types of «sleeping» users differ from each other and require a different approach.

<Table>
| **Type** | **How to reactivate** | **What to offer** |
| ------ | ------ | ------ |
| Do not open emails for N months | Interest the user in a topic, an attractive offer | Survey, discount, secret content |
| Open emails, but do not click the links for several months | Show the value of your content, interest the user in profitable offers | Relevant content, discounts and gifts |
| Open emails, click the links, but do not make purchases for N months | Show the possibility of lost profits | Discount with a limited validity period |
</Table>

Exclude «dead» subscribers from your newsletter immediately. How to delete inactive subscribers: mark those who have never opened your emails. Probable reason — invalid email address or subscription for bonus. «Invalid» means an incorrect or outdated email address, or a spam trap. However, a valid email address may also be «dead» because the user receives emails, but does not open them.

### 3. Set reactivation limits

You cannot remind the customer about yourself forever — it is not profitable and [**your emails will go to spam**](how-to-send-millions-of-emails-and-avoid-spam-filters). However, sending one email is not the most effective way. It is better to send a series of three to five emails.

### 4. Offers for return

- **Offer fewer emails** — update the subscription settings. You can also send a bonus as a thank you for the fact that the user stays with you.

- **Be sentimental.** Describe in your email how you miss the subscriber:

<Img 
img="/uploads/duolingo_sentimentak_email_2550e0d9a0.png"
alt="Sentimental reactivation email"
src="Sentimental reactivation email"
/>

- **Offer an alternative channel to get information.** For example, social networks instead of an email newsletter.

- **Make a unique and time-limited offer**: discount, free consultation, delivery, new product.

<Img 
img="/uploads/specialnoe_predlozhenie_3cfbfacf31.png"
alt="Reactivation email with a unique offer"
src="Reactivation email with a unique offer"
/>

- **Make a joke to make your subscriber laugh** — humour distinguishes your emails from others in the inbox.

<Img 
img="/uploads/semruch_funny_email_6a1272d351.png"
alt="Funny reactivation email"
/>

- **Intrigue your subscriber.** For example, you can use an intriguing subject line, or share something standard or unusual. Use content that you wouldn’t normally use in your niche.

- **Apologize to subscribers.** If you send too many emails and, especially, advertisements, show your subscribers that it is your fault and you will improve the situation. Such a move will increase the loyalty of the audience. There was a technical failure on your website or there were errors in previous emails — apologize for them, too. Even if the subscriber did not notice the error, curiosity may force them to open your email and find out what happened.

- [**Conduct a survey**](/features/forms-and-surveys) — this is a way of reactivation and a tool for collecting analytics on users. It is not necessary to ask only about the quality of the content or ask to rate your company. For example, you can ask your subscribers to tell an interesting story about your service.

<Img 
img="/uploads/shopify_reactivation_email_example_463bee5f8c.png"
alt="Survey Email"
/>

- **Say goodbye radically** — give your subscriber an ultimatum, according to which you will delete them from your mailing list if they do not open this email. *Example of the subject of such an email: «Last warning! 3, 2, 1... before you will be deleted from the database».*

- **If your newsletter includes only advertising, suggest subscribers to change the type of content.** For example, they can receive only new articles from the blog and no advertising.

**Which offer to choose**

One email is unlikely to bring results, so send a series of emails. Each email should correlate with the previous one and express reaction to the user's activity. For example, the user responds to your offer in the first reactivation email and agrees to receive fewer emails. In this case, thank the subscriber and send them a bonus. If the user does not react, send them another email from the series with a new offer.

Example of a series:

1.	Ask questions: «Why don't you answer? Is something wrong?»
2.	Reduce the number of emails: «No more emails, but less... it's up to you».
3.	Special offer: «Come back and get a 50% discount on everything».
4.	Say goodbye: «Goodbye! This is our last email».

### 5. Create email layout design correctly

**Email subject and email preheader** are the most important things in the email newsletter. [**48% of users open emails**](https://optinmonster.com/101-email-subject-lines-your-subscribers-cant-resist) only because of the subject. At the same time 69% of recipients move emails to spam if they do not like the subject. Be creative and as brief as possible, then there are more chances of successful reactivation.

Let's take a look at a few examples:

- Manicube: “*Don’t Open This Email*”
- TicTail: “Boom shakalak! Let’s get started.”
- Digital Marketer: “Steal these email templates…”
- Envira: “I’m deleting your Envira account”
- Vivino: “We are not gonna Give Up on You!”

**Design and text of the email** also matter and determine whether the user will finish reading your offer. Logical structure with semantic blocks, brevity (few people like long reads), neat layout — consider all the details.

**Personalization of newsletters.** Show the subscriber that they are important to you — use their name, create a [**personal promo code**](how-to-use-promo-codes-for-business) and/or a list of products based on previous purchases.

**Add a CTA button** with a simple action. If the user opens your email after months of being inactive, it shows that reactivation is working. However, the purpose of the business is to sell, so do not forget about a CTA button to motivate users to buy.

### 6. Test the options

Reactivation emails are a non-standard newsletter, so look for what is effective here. Do not send the same emails to everyone. Divide «sleeping» subscribers into groups within segments (500-5000 contacts) and test different options of email subjects, design, text, CTA buttons.

## Common Mistakes in Reactivation Emails

- **Identical emails.** Just sending ten identical emails to the user is a failed strategy that resembles ordinary spam.

- **Too many reminders of yourself.** It is more likely to irritate the user rather than lead to their return. Do not exceed the limit of three to five reactivation emails and delete users who have not returned.

- **Newsletter without [**segmentation**](how-to-build-an-email-database).** Do not send identical offers to everyone. For example, why offer the user to go to a social network if they click the links in your emails but do not buy? The user has problems with the product rather than with the communication channel. Offer a discount or special purchase conditions.

- **Sending out your newsletter to «dead» subscribers.** Accept it — those users who have never opened your emails are unlikely to revive. You will simply waste your resources and budget and ruin the reputation of your address.

## How to avoid the need for reactivation

**Steps to take to keep subscribers «awake»:**

- **Analyze your newsletters and audience**, react if subscribers do not like some emails, get rid of ineffective subjects, texts, designs and CTA buttons that are least clicked on. Study requests of customers, respond to them in your newsletters, then your emails will always remain relevant.

- **Keep track of the subscriber's life cycle** and predict the moment of «falling asleep» — conduct analytics on newletters. If you know that, on average, subscribers stop being active after three months, send an email that gives a discount or grants access to secret content in advance.

- **Keep in touch with the users from the moment they subscribe** — create a series of welcome emails that will show your subscribers that they are important to you. Personalize your newsletter, make individual lists of products and content according to the user's interests, ask for an opinion about your content.

- **Do not send too many emails.** Even the most loyal subscribers can unsubscribe because of it.

## Conclusion

Reactivation is a campaign for inactive subscribers who have not opened your emails, clicked the links and purchased anything for about three to nine months. Reactivation campaigns aim to win back these subscribers.

Reactivation newsletter is carried out after finding out the reasons for subscriber inactivity and segmentation of the audience. The most successful strategy is to send a series of emails connected to each other (no more than five emails).

If the user does not react to the reactivation series, delete them from the database. It is pointless to keep «sleeping» subscribers because it is a waste of the marketing budget. Besides, it damages the reputation of the sender's IP address.


Read about what reactivation emails are and how to use them. Learn about the most common subscriber reactivation mistakes.

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Reactivation is a campaign for inactive subscribers who have not opened your emails, clicked the links and purchased anything for about three to nine months.

Reactivation of “Sleeping” Subscribers: What Emails to Send

How to Reactivate Inactive Email Subscribers

<Img
img="/uploads/Top_8_Email_Marketing_Metrics_Improve_Your_Email_Strategy_49f8968cd0.png"
alt="Top 8 Email Marketing Metrics: Improve Your Email Strategy"
/> 

Despite the fact that email marketing is one of the oldest forms of [**inbound marketing**](inbound-marketing), it continues to be one of the most effective. There are many reasons for this, including that with over four billion daily email users, it's one of the most practical ways to reach someone. Not to mention that email marketing is incredibly cost-effective — email generates an estimated $42 for every $1 spent, giving it one of the highest returns on investment you could ask for.

However, simply running an email marketing campaign isn't going to automatically translate to success. The key is to monitor your email marketing efforts so that you can continuously adjust and improve your strategy over the long term. The best way to do this is by analyzing your email marketing metrics. With that in mind, the following are eight of the most important email marketing metrics that you should monitor.

## 1. Open Rate

According to research, the average email open rate should be [**between 12-15%**](https://www.campaignmonitor.com/resources/knowledge-base/what-are-the-average-click-and-read-rates-for-email-campaigns/). If your open rate is low, it means your subscribers have no interest in the emails you're sending them and they're not even bothering to open them. If your subscribers aren't opening your emails, then there's no hope in converting them. A low open rate can be indicative of a number of issues, whether it's bad timing, poorly crafted email subject lines, or email subject matter that's simply not relevant to your subscribers.

<Img
img="/uploads/email_open_rate_e65629beb5.jpg"
alt="Open Rate"
/> 

**What is email bounces?**

- A hard bounce occurs when the email you sent is returned as a result of a permanent error. This indicates that the email address was either invalid or your email was marked as spam. If you get too many hard bounces, check spam mail databases to make sure you weren't added. If you were, then you have a problem with your strategy (whether it's the number of emails being sent or the relevance of the content). To prevent invalid email addresses, use a double opt-in form to confirm the right address. Either way, remove hard bounce addresses from your email list so they don't reoccur.

- A soft bounce isn't as severe as a hard bounce. It means that either the email size was too big, the server was down, or the recipient's inbox was full. Simply resending the email at a later date should hopefully solve the issue.

## 2. Click-Through Rate (CTR)

Once subscribers open your emails, you want to make sure that they're engaged with your content to the point where they'll follow any calls-to-action (CTAs) you may have. Your CTR indicates whether or not subscribers are clicking on any of your links or not. If they read your emails but don't click-through to another page (like your website), it likely means that they weren't interested in the content, your CTAs weren't convincing, or the content wasn't relevant to them. 

The average CTR should be [**between 2-5%**](https://www.campaignmonitor.com/resources/knowledge-base/what-are-the-average-click-and-read-rates-for-email-campaigns/). But do not confuse CTR and CTOR (click-to-open rate). How to calculate CTR? Divide the number of users who actually clicked on at least one link by the number of emails delivered. At the same time, CTOR compares the number of people that opened your email to the number that clicked. That's why the average CTOR should be higher — you'd better keep this metric at 10-22%.

<Img
img="/uploads/email_CTR_b206854b0d.jpg"
alt="Email CTR"
/> 

## 3. Subscribe Rate

Your email list is going to naturally decline over time if you don't sign up new subscribers at a regular pace. As such, you need to monitor your email subscription rate. If it's low, it means you need to put more effort into [**building your list**](how-to-build-an-email-database), whether it's via your content marketing efforts, your social efforts, or your paid advertising campaigns. The higher your subscription rate is, the bigger your pool of potential leads becomes.

## 4. Unsubscribe Rate

The last thing you want to see is people unsubscribing to your email list. However, monitoring this metric is critical to identifying serious problems with your email strategy. A high unsubscribe rate may mean that you're attracting poor quality leads — or that your email content just isn't relevant to your audience.

<Img
img="/uploads/unsubscribe_rate_50b468768b.jpg"
alt="Unsubscribe Rate"
/> 

## 5. Email Conversion Rate

Your conversion rate tells you how effective your emails are at converting leads. You can compare the conversion rates of different email campaigns, landing pages, CTAs, types of content, and more to determine what types of emails convert highly and what emails don't to help you plan future email campaigns. How to calculate email conversion rate? Divide the number of people who completed the desired action by the number of total emails delivered. And then multiply the result by 100.

## 6. Opening Time

The opening time shows you when your subscribers are opening your emails. If you notice that the majority of subscribers open your emails in the evenings — and you've been sending out your emails in the afternoons, then you can adjust your strategy to send out your emails closer to when your audience is opening them. Doing so can help boost your open rate and allow you to reach more of your subscribers at the right time.

## 7. Time Spent Viewing Email

This email marketing metric is only useful if you're attempting to engage your readers via your emails. It's not a useful metric if your emails are only a couple of sentences long since your subscribers won't spend much time on them. However, if you send longer articles, knowing how long subscribers spend viewing your emails will be helpful. If they are spending a lot of time on your email, it means the content is relevant and engaging. If they don't, it means it's not.

## 8. Active Audience

The active audience metric shows you how many subscribers on your list are actually active. A subscriber that hasn't opened an email from you in months can be considered inactive. You'll want to remove subscribers who are inactive for long periods of time from your email list every three months or so. If you leave them on, they'll negatively affect all of your other metrics, making it difficult to analyze them effectively.

## Conclusion

Email analytics are crucial to any successful email marketing campaign. You're going to find that there are hundreds of different email metrics out there that you can monitor. Some may be more useful to you than others, but these are a few of the absolute essential email marketing metrics that you should track. Be sure to contact us at [**Altcraft Platform**](/en) for information about our powerful real-time analytics tools.

Here's a list of the most important email marketing metrics that you should analyze. This way, you can continuously adjust and improve your strategy.

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The best way to monitor your email marketing efforts is by analyzing your email marketing metrics. Here's a list of the most important metrics that you should care about.

8 Key Email Marketing Metrics Every Marketer Should Track

Top 8 Email Marketing Metrics: Improve Your Email Strategy

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img="/uploads/how_to_send_an_email_blast_665202bc02.jpg"
alt="How to Send an Email Blast"
/>

Wondering how to send an email blast? Need to know what an email blast is? Trying to figure out how to create an email blast?

If you want to make the most of email blast marketing, you’re in the right place! Mail blasting is a proven way to get your message to potential customers quickly. Once you know how to do email blast, you’ll find mail blasting an easy and effective email marketing approach.

Whether you know it or not, you have probably seen an email blast example in your own inbox. Now, let’s explore how to leverage them for your business.

## What is an Email Blast?

An email blast is an email marketing tactic also known as an email broadcast.

When you send email blast, you’re sending a message to a large group of contacts at once. For example, if you have an existing email list with three segments – leads, customers, and past customers – an email blast would reach all of them. However, you would still [**personalize**](dynamic-content) the message with custom fields.

Some email blast examples include announcing a new product, a new feature, or a limited-time offer.

## When to Use Email Blast?

The best time to use an email blast is when you need to get the word out about a new business or offering fast.

If you can commit to doing A/B/n testing but you still need to make contact with potential buyers quickly, the email blast is the way to go. You can make the most of your customer data platform and get fresh eyes on your message right away, when it is at the peak of its relevance.

It is important not to overuse the email blast. If you send out an email broadcast for every little thing, you might lose subscribers. Plus, an email blast should only be sent to people you already have a relationship with.

The best email blast examples are enticing and add a lot of value even though they aren’t hyper-targeted!

## How to Create Email Blast

Here are the seven steps to create an email blast:

**1. Make Sure Your Email Database Is Clean**

Before any email blast, check your deliverability statistics and your [**email database**](how-to-build-an-email-database). Get rid of outdated entries that are causing emails to bounce. Also make note of any recent email messages with low deliverability so you know what to avoid in your email blast. These steps help you avoid being marked as spam in the future.

**2. Warm Up Your IP**

Warming up your IP establishes a good seller reputation and makes it less likely ISPs will automatically block your email messages. It is essential to warm up your IP if it is new or if you have not used it for an email campaign in the last 30 days. You must gradually increase the volume of emails you send over a period of several days. You can learn more about how to [**warm up your IP**](how-to-inbox) successfully.

**3. Determine Your Message Goals**

What do you plan to accomplish and what are the key metrics you need to monitor over time? Do you have a specific target for sign-ups or sales? Do you need to drive traffic to a particular page? This guides messaging and helps you set a baseline to know whether subsequent emails are trending in the right direction.

**4. Find the Right Marketing Automation Software**

The goal of your campaign, the size of your email list, and the messaging features you want to use will all come together to influence which [**marketing automation software**](https://altcraft.com/en) meets your needs best. Be certain whatever suite you select [**integrates**](/features/integration) with your Customer Relationship Management so you can keep all data in one place.

In Altcraft Platform, you can send a broadcast in a few clicks. Just choose your target audience, message content, and launch day:

<Img
img="/uploads/how_to_send_email_broadcast_in_altcraft_platform_4153415a62.png"
alt="How to send email broadcast in Altcraft Platform"
/>

**5. Create the Email Message**

On the surface, an email message seems simple enough: It’s a subject line, body, images, and a call-to-action. But each element must be fine-tuned to your intended audience. Craft the subject line with care, as well as the first 30 characters of the message, which are visible in the preview used by most mobile email clients. Altcraft Platform comes complete with its own [**drag-and-drop email builder**](/features/email-template-editor) to make this process easier.

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img="/uploads/Visual_editor_96859a19ed.gif"
alt="HTML Drag-and-Drop Builder"
src="HTML Drag-and-Drop Builder in Altcraft Platform"
/>

**6. Embed Personalization in Your Message**

The cardinal rule of email marketing is this: No matter how many people you’re really talking to, your message should read like one-to-one communication. [**Use the data**](data-driven-marketing) you already have on your subscribers to build out custom fields with relevant content. First name personalization is a terrific place to start.

<Img
img="/uploads/facts_about_personalization_eecce752f8.jpg"
alt="Why personalization is important"
src="Facts About Personalization"
/>

**7. Use Your Subscriber Data to Improve Your Results**

By using audience segmentation, you can send a more personalized message even though you may be talking to thousands of people at once. The thrust of your message may be the same for everyone, but you might tweak the wording for leads, current customers, and past customers.

**8. Conduct A/B/N Testing to Refine Your Messaging**

Rome wasn’t built in one email. After 3-5 days, take a look at your [**data**](/features/analytics) so you’re equipped with lessons learned for the next email blast. Open rate, click-through rate, and unsubscribes are especially important to keep an eye on. If you’ve been [**split testing**](/features/mvt) so far, determine your winner and document the results.

<Img
img="/uploads/how_to_do_an_email_blast_the_right_way_1f71ed0166.jpg"
alt="How to do an email blast"
/>

## Conclusion

Done right, an email blast accelerates results from any promotion. With the tips above, you’ll be ready to create an email blast whenever your marketing plans call for it.

If you have any questions about how to send a broadcast, please [**contact us**](mailto:sales@altkraft.com).

Once you know how to do email blast, you’ll find mail blasting an easy and effective email marketing approach.

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Mail blasting is a proven way to get your message to potential customers quickly. Once you know how to do email blast, you’ll find mail blasting an easy and effective email marketing approach.

Email Blast: What Is It and How to Send It

How to Send an Email Blast

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img="/uploads/blog_a3c611b32f.jpg"
alt="How to build an email database"
/>

Today, almost everyone has an email address. In 2021, there are over 4.1 billion email users and the number is expected to shoot to approximately 4.6 billion by 2025. With this trend, there’s a need for every business to have an email marketing database.

Email marketing is among the most effective digital marketing strategies with a high return on investment (ROI). This is because millennials prefer business communications via email.

But how can a business use email marketing to reach more customers and to drive sales? Find out more below.

## Benefits of email marketing

By marketing products and services via email, businesses can approach new clients and retain existing customers by encouraging repeat website visits. Here is why email marketing is beneficial to any business.

### High Conversions

According to DMA, the average ROI for email marketing is [**$42 for each $1 spent**](https://www.oberlo.com/blog/email-marketing-statistics). So if you’re launching a sale or promotion, email marketing would be an excellent marketing strategy to reach more customers and drive sales.

For instance, you can email a special offer or a discount to a prospective client. Altcraft Marketing will help you with it by automating your emails. Set up an [**automated workflow**](customer-journey-automation) and send a welcome email, birthday email, or a re-engagement email to encourage your customer activity. Also, abandoned cart emails will help sell your products and services better.

### Brand Awareness

Email marketing enables businesses to reach qualified leads directly.

Sending emails to potential customers will help keep your [**brand on top of mind**](povyshayem-uznavayemost-brend-ustanavlivayem-avatar-email-otpravitelya). What’s more, email marketing is more impactful than a social media post since it’s highly personalized and targeted.

A business can easily send tons of emails to a large number of recipients at lower costs, contrary to other marketing channels.

### Build Customer Loyalty

An email a week is enough to create [**unbreakable ties**](customer-loyalty) with your customers.

From lead-nurturing to conversion to onboarding to retention, an email will help drive customer loyalty. Businesses can easily build a strong relationship with a customer by creating and sending a [**personalized email**](dynamic-content) with customized content.

## Tips to Capture Email Addresses

For email marketing to work, a business will need to have an email database. And to capture those email addresses, you’ll need some kind of strategy.

Although you can purchase email address mailing lists, it’s essential to build it organically, and here’s how it’s done.

### Personalized CTA

There are three types of CTA’s: basic CTA, multivariate CTA, and smart CTA. Basic CTA’s are the same for everyone. Multivariate CTA’s are used to test two different CTA’s to determine the one with high conversion rates. Smart CTA’s are personalized based on individual needs and interests.

According to research, smart or personalized calls to action are 202% better than general and multivariate CTA’s.

Everyone visiting your website or blog has something specific in mind, and it would be best if they get personalized calls to action based on their needs.

When you serve your audience with content that matches their interests and needs, they are likely to subscribe to your email newsletter, thus increasing conversion rates.

### Slide-in or Pop-up

Timed pop-up ads can help you create an excellent email list. The pop-ups should be relevant to individual behaviors, interests, and needs.

After a visitor spends some considerable time on your page, they can receive a pop-up ad that is in line with the content on the page. An example of this is the exit pop-up which appears once a visitor tries to leave a page. Scroll pop-ups appear when someone scrolls the page to a certain percentage.

<Img
img="/uploads/lego_3b837fd5a4.png"
alt="Pop-up on LEGO website"
src="Pop-up on LEGO website"
/>

### Social Media Accounts

Facebook, Twitter, Instagram, and LinkedIn accounts are excellent places to reach more people and capture their email addresses. Use both your personal and business [**social media**](self-marketing-how-to-promote-yourself-on-social-media) accounts to pitch email newsletters.

Post insightful content on social media and include links to your website or landing pages containing CTA’s to email subscriptions.

## Collecting the Right Type of Data for Your Email Database

Considering 20% of customers account for 80% of sales, it’s easy to see why Customer Data Management (CDM) should be a crucial part of a business.

The end game is collecting the right type of customer data on:

- **Identity**: this information should help build a unique profile for customized communication throughout the customer journey. Examples include name, address, social media, gender, and date of birth. 
- **Descriptive**: descriptive data aims at painting a clearer picture of a customer persona. Such information includes career, family, education, and lifestyle.
- **Quantitative**: this is the information gathered throughout the customer journey from channel interactions, discovery details, and conversion-specific steps leading to purchase. Examples are social networks, online activity interactions, and outbound and [**inbound marketing communication**](inbound-marketing).
- **Qualitative**: there’s no better way to understand a customer’s choices than collecting their qualitative data as it aids in figuring out why they behave in a certain way, helping you turn them into a qualified lead. Qualitative data entails data on opinion, motivation, and attitudes.

A pain-free way of managing this is employing a [**Customer Data Platform**](/features/cdp) (CDP), a CDM system that collects and coordinates data from various sources into a central, widely accessible platform. The main benefits of CDP’s are:

- **Centralization of customer data**: whether a customer uses a phone or computer, a CDP will collect and organize all that data into a convenient Single Customer View (SCV) platform.
- **Meant for marketers**: unifies all the data into a single customer information interface and enables cross-department communication.
- **Real-time data streaming**: enabling immediate action during the customer journey, such as up-selling opportunities and personalized recommendations.

## Audience Segmentation

Databases are just the first step towards building customer relationships. However, delivering the same content to all customers is not a wise decision. Each client is special and each one is important to you. That’s why you should make sure your customer receives a message that is relevant to him at a point that makes sense in his purchase journey. This is where [**audience segmentation**](/features/personalization) comes in handy. 

You can segment based on:

- **Demographics**: age, income level, job type, and geographic location.
- **Behavior**: what people buy, how often they make a purchase, and why they buy the product.
- **Buyer’s journey progress**: where your customer is in his [**buyer’s journey**](stroim-customer-journey-map).
- **Level of engagement**: regular or infrequent customers.

Segmentation is the key to creating more tailored and personalized messages for stronger connections.

<Img
img="/uploads/personalization_tactics_1e159c03a1.jpg"
alt="What are the most effective personalization tactics used for email marketing purposes?"
/>
## Conclusion

Email marketing is a scalable and cost-effective way to reach out to more potential customers and retain those you already have. Create email databases, segment your audience and start sending personalized emails. This way you will be able to build lasting customer relationships.

Read our article to get some practical tips on how to build your email database. Learn what customer data to collect and how to segment your audience.

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Email marketing is among the most effective digital marketing strategies. For email marketing to work, a business will need to have an email database.

Customer Data Platform

Omnichannel Marketing

Loyalty programs

Drag-and-drop email designer

Personalized mailings

MVT and A/B testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messaging apps

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