Nowadays, marketers use different channels to interact with their customers:

- offline interaction: face-to-face and telephone consultations;
- online communication: email, SMS and push notifications, messengers and social networks, chatbots, mobile applications, and websites.

There may be dozens of such touchpoints, and each of them provides new data about customers. How to organize all this data?

[**Being a CDP**](/features/cdp), Altcraft Platform identifies the user through any channel of interaction and consolidates customer data in a single profile.

A digital profile is generated for each customer who enters the [**database**](https://altcraft.com/help-center/get-started/how-to-create-a-customer-database). It is a page that displays customer data and their participation in marketing campaigns.

## How to view a customer profile

Go to the «Profiles databases» section and click the icon that represents a database that contains a customer you are looking for.

<Img
img="/uploads/view_profiles2_ff07818f72.png"
alt="View profiles in a database"
/> 

You will see a list of all customers in this database. Select one of them by clicking on the first and last name.

<Img
img="/uploads/list_of_profiles_59c8ebb1f5.png"
alt="List of profiles in a database"
/> 

The customer digital profile will open:

<Img
img="/uploads/digital_profile_2_9f440fec86.png"
alt="Customer digital profile"
/> 

## How to work with a digital profile

You can upload the customer's avatar and download their personal data:

<Img
img="/uploads/photo_and_personal_data_9af5b13e5e.png"
alt="Photo and personal data"
/>

Profile data is divided into 6 tabs:

1. **Main**: the most frequently used profile information
2. **Personal**: demographic data (first name, last name, date of birth, gender)
3. **Contact details**: telephone numbers, email addresses
4. **Registration**: opt-in information confirming the legitimacy of communication (date, IP address, city, country, link, provider)
5. **Tracked**: data collected at the time of the customer's last activity (IP address, city, country, region, postcode, time zone)
6. **Additional fields**: custom database fields with business information

When you open a customer profile, the Main tab opens by default. Set up the fields displayed in it by clicking the icon in the upper right corner of the tab. You can also pin any of the tabs as the main one, or even create your own tab with information you need - just click the icon above and change the settings.

Besides, you can change the [**global status of the profile**](https://altcraft.com/help-center/manage-customer-database/customer-profile-status) manually. If you want to use this profile to test your newsletters, activate the «**Test subscriber**» option:

<Img
img="/uploads/profile_global_status2_8b37905ca8.png"
alt="Status, tab and field settings, test profile"
/> 

### Actions

This tab displays all the actions that can occur when sending a message to a subscriber:

- **Email/SMS/Push sent** (message sent to subscriber)
- **Email/SMS/Push delivered** (message successfully delivered)
- **Email/Push is opened** (subscriber opened your message)
- **Email/SMS/Push click** (subscriber clicked one of the links)
- **Email is seen** (email was opened for at least 12 seconds)
- **Email reply** (subscriber replied to your email)
 
<Img
img="/uploads/actions_b36026147a.png"
alt="Actions"
/> 

When a profile performs some action, for instance, clicks a link in your email, the corresponding icon is highlighted in colour.

Now let's look at the other sections of the digital profile interface:

<Img
img="/uploads/profile_history_da9df5fb09.png"
alt="Digital profile blocks"
/> 

### History

History represents all the company's interactions with the customer:

- how their data entered the database (import method),
- content they subscribed to,
- received newsletters,
- whether they followed the links in your email,
- participation in scenarios,
- active promo codes, etc.

<Img
img="/uploads/profile_history_2_299828db37.png"
alt="Activity history"
/> 

### Interactions

Here you can find information about the platform objects that the profile interacts with:

- segments
- triggers
- scenarios

<Img
img="/uploads/interactions_scenarios_68cd8a0c90.png"
alt="Interactions"
/> 

### Data

This tab contains the following information about the subscriber:

- promo codes
- forms
- connections
- orders

<Img
img="/uploads/data_forms_212e2e0c2c.png"
alt="Data"
/> 

### Subscriptions

This tab displays all [**profile subscriptions to resources**](https://altcraft.com/help-center/get-started/what-is-a-resource-and-how-to-configure-it). The channel, the customer's contact details for communication through this channel (email address, phone number, and so on), [**subscription status**](https://altcraft.com/help-center/manage-customer-database/customer-profile-status), priority, and other information are specified for each resource.

You can edit profile subscriptions manually or create a new subscription by clicking «Add subscription».

<Img
img="/uploads/profile_subscriptions_3c904d3448.png"
alt="Profile subscriptions"
/>

### Additional information

**1. Latest activity**

Here you can see from which device and browser the profile last participated in your newsletter.

<Img
img="/uploads/latest_activity_a99e39ba63.png"
alt="Latest activity"
/> 

**2. Identifiers**

Each subscriber in Altcraft Platform receives a unique profile identifier (profile_id) for all databases. Each profile is also assigned unique MD5 and XXH identifiers.

<Img
img="/uploads/identifiers_07c4704b6b.png"
alt="Identifiers"
/> 

<Note>
The standard Email field is unique for the profile within a single database. However, this field is optional. If no email address is entered into the standard field when importing the profile, a system entry **profile_id@localhos** will be created.
</Note>

<Img
img="/uploads/localhost2_68ac38d18a.png"
alt="Localhost"
/> 

**3. UTM**

UTM tags are updated in the customer profile if it was imported into the database after the customer filled out the form. These tags will help you to get detailed information about the traffic source. Please note that UTM tags are added only when you activate the «Update UTM data in the profile» option.

## Conclusion

A digital profile is a page that displays all information about the customer and their interactions with the company. It is automatically generated for each person whose data is in the database. A digital profile will help you to see the customer journey and personalize the sales strategy.

The digital profile contains up-to-date information about your customer and his interaction with the company: activity in campaigns, presence in segments and workflows, etc.

How to Create Customer Digital Profile in Altcraft Platform

Customer digital profile

## What is profile status

Customers do not always agree to receive messages. Sometimes they unsubscribe from intrusive newsletters and even move uninformative incoming emails to a Spam folder. There are cases when marketers themselves need to stop sending emails to some subscribers.
Customer status will help you find out whether a person agreed to receive emails. The status determines whether it is possible to communicate with your customer through this or that channel.
 
## What is the difference between global status and subscription status

Each profile has several statuses: the global status and subscription statuses.

**Global status** determines the possibility of communication with your customer through any channel. Each profile that gets into the database has one:

<Img
img="/uploads/global_status2_d466d358a6.png"
alt="Global status"
/>

When a profile subscribes to a specific [**resource**](https://altcraft.com/help-center/get-started/what-is-a-resource-and-how-to-configure-it), it also gets a subscription status. Each subscription has its status:

<Img
img="/uploads/resource_subscription_status2_ae46ca94b6.png"
alt="Subscription status"
/>

Subscription statuses depend on the global status. For example, a profile may have several active subscriptions, but the global status prohibits communication. In this case, you will **not be able to send messages** to this customer.
 
<Table>
| **Status** | **Description** |
| ------ | ------ |
| **Subscribed** | You can send messages to the subscriber | 
| **Unsubscribed** | The subscriber has unsubscribed from your messages |
| **Complainer** | The recipient has [**marked the incoming email as spam**](link) or reported spam in another way, so now you cannot send emails to them. |
| **Hardbounced** | The email address to which your emails are sent does not exist. The customer may have made a mistake when entering their email address. Such addresses get into the global suppression list of the platform. |
| **Unconfirmed** | The subscriber has registered but has not agreed to receive your messages. This status is used for a [**Double Opt-In**](https://altcraft.com/blog/what-is-double-opt-in) subscription. After confirmation, it changes to Subscribed. | 
| **Suspended** | You cannot send messages to a certain subscriber for a while. | 
| **Invalid** | You cannot send messages for any other reason. | 
</Table>

## FAQ
 
**1. What happens if I change the global profile status to «‎Unsubscribed»?**
 
Your customer will not receive your newsletters from any resource.
 
**2. I do not specify a resource when sending campaigns, I only use the database. The customer has unsubscribed from the messages. Why has the global status of their profile changed?** 

If a resource is not specified, the global profile status is used.

The status determines whether it is possible to communicate with your customer through this or that channel. You can change the subscription status for each resource.

Profile Status | Global Status and Subscription Status

Customer profile status

Get started with the marketing automation platform Altcraft. Learn how to create a client database, set up a resource, and launch your first campaign.

How to Get Started with Altcraft Platform

Get started

Learn how to manage your customer base in Altcraft Platform: segment your target audience, monitor subscription status, etc.

How to Manage Your Customer Database in Altcraft Platform

Manage customer database

Learn how to import customer data from a file, how to set up automatic scheduled imports, and what a digital profile is.

Creating Сustomer Profiles: How to Import Customer Data

Create customer profiles

Learn how to create message templates for Email, SMS and Push campaigns. Tips on HTML layout, visual editor and rich push editor.

Message Templates: How to Create Email, SMS or Push templates

Message templates

Learn how to create regular and trigger campaigns, conduct A/B test, and run a broadcast. Communicate with subscribers via Email, SMS, Push or other channels.

How to Send Email, SMS or Push campaigns in Altcraft Platform

Marketing campaigns

Automate your marketing processes with workflows such as welcome series, abandoned cart reminders, reactivation of inactive customers, etc.

Marketing Automation Workflows in Altcraft Platform

Automation Scenarios

Track user behavior on a website or mobile app using the Altcraft pixel. Learn how the pixel works and how to install it.

Customer Tracking | Tracking Pixel in Altcraft Platform

Customer tracking

Do you want to not only get new customers, but also keep existing ones? Find out how to do this with a loyalty program.

Loyalty Programs | Promo Codes in Altcraft Platform

Loyalty programs

Summary report, conversion funnel, click map, cohort report — these and other tools will help you analyze the effectiveness of your marketing campaign.

Real-time Marketing Analytics in Altcraft Platform

Analytics

Learn how to manage your Altcraft Platform account. You can create a new user, restrict access using groups and roles, and more.

Account Management: How to Create Users, Groups and Roles

Manage account

Feedback and newsletter subscription forms will expand your customer datebase. Surveys will help you get to know your customer better.

Forms: How to Create a Web Form and Place It on Your Site

Forms and surveys

Set up automatic import of data from your databases on a schedule: Oracle Database, Microsoft SQL Server, PostgreSQL. Connect third-party BI and CRM systems.

Integrations by Altcraft Platform: How to Get Started

Integrations

Real-time summary reports
for any channel

We have developed our own system for collecting and storing analytics. It quickly processes large amounts of data, immediately calculates and displays analytical reports. You will receive the necessary information for any time period without delay. 14 summary reports and 13 data sets are available for you.

Any audience in the platform can be automatically synchronized with the external database according to the set schedule. We have implemented this function on request from our customers. It simplifies the life of the marketing department and developers.

Interesting and useful articles about marketing, our product and online communications

Import all customer personal data in CDP Altcraft Platform. This way you will have an undeniable advantage, because there are no limits on the amount of data stored in our marketing platform. The more information you have about your customers, the more targeted your email, SMS and push notifications will be.

Get in touch with Altcraft

By continuing to use our site, you consent to the processing of cookies that ensure the proper functioning of the site.

When the software is customized for your individual needs, the job becomes easier. All the functionality your business needs will always be at your fingertips. We offer:

Personalize your content across all channels

customizing-your-content-in-all-channels-image-en.png

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.

What data can be collected:

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.

Download documentation

Content is generated using data obtained from external SQL database

Your customers will be able to grow faster and earn more using the new features of Altcraft Platform. We have prepared for you favorable terms of cooperation. Contact us and find out more.

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.

Language is not an abstract construction of the learned, or of dictionary makers, but is something arising out of the work, needs, ties, joys, affections, tastes, of long generations of humanity, and has its bases broad and low, close to the ground.

Glossary

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About company

Altcraft Blog | Digital Marketing, Sales and Customer Success Case 

Contact Altcraft and we'll find a better solution for your business

Real-Time Analytics

Customer Data Platform (CDP)

Email template designer

Integration and Webhooks

MVT and A/B tests

Omnichannel marketing

Personalized marketing

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.

Design to your taste

Find out what your customers want through questionnaires and surveys. Getting feedback on time will work in favor of your business. If you respond quickly to customer feedback, you will increase their trust and brand loyalty.

High-quality customer feedback

You can customize the logic of the form so that respondents go to different pages depending on which answer they select. This will make your survey or questionnaire more targeted. Before submitting the form, select the «Actions» tab. If the form is completed successfully, the data are automatically imported into your database.

Flexible form settings

Create forms and surveys in minutes

Questionnaires, customer satisfaction surveys, feedback forms — in Altcraft Platform you can design both simple and complex forms. Any form element can be made mandatory, so you can be sure that the user fills in the required fields.

Work in an easy-to-use visual form builder

The builder is intuitive, so you don't need professional knowledge to work with it. Add different types of questions to the form — short or long answers, one or multiple-choice questions, rating scales.

User-friendly interface

Response statistics are provided in the form of a line graph and chart. It is also possible to download data in MS Excel and CSV format. Analyze the information received and make your business even more successful.

Results and analytics

Forms in Altcraft Platform: create surveys, questionnaires and tests.

Help Center | Guides and Marketing Tips | Altcraft Platform

Messaging apps

Partners with Altcraft

Personal data policy

Pricing and Service Plans: On-premise or SaaS | Altcraft

Privacy Policy
and personal data policy

Request a Demo | Fill Out the Form | Altcraft Platform

Get Started With Altcraft's Software

Why business chooses Altcraft

SaaS or On-Premise - all functions are available

processing of personal data

How to set up a tracking pixel

What is a loyalty program

How to create a customer database

How to manually import customer data

You may be interested

An event registered on the platform can be redirected to an external system. This provides endless opportunities for integration. Connect external BI, DMP, CRM and other tools.

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/kak_ne_popast_v_spam_gmail_304dc718e6.png"
alt="How to not to get into Gmail spam"
/> 

Gmail has about [**1.8 billion**](https://www.rightinbox.com/blog/gmail-statistics) active users who receive and send dozens of emails every day. The channel is still a popular marketing tool for businesses, but not all emails reach the addressee. Algorithms block about [**10 million**](https://www.rightinbox.com/blog/gmail-statistics) messages daily, although only 0.1% of them are really spam.

Emails not delivered to users result in wasted marketing budgets, lost revenue, and reduced customer loyalty because they don't receive important information on time. Companies need to work on the correctness of campaigns so that the spam folder does not become a destination for emails.

Google's algorithms change frequently and make things difficult for marketers, but the general rules are known. Let's figure out why emails end up in Gmail spam and what to do about it.

## Why emails end up in Gmail spam

If emails sent by your company are already in spam, start by looking for the reasons. Emails are not reaching your prospect’s primary inbox because of incorrect settings, poor communication with users or irrelevant content. If Google marks too many messages as spam, it will dramatically lower the open rate of your newsletters. This is the first sign that it's time to analyze your email campaigns.

Here are the reasons for getting into spam:

**Stop words in emails.** Gmail filters know how to get rid of spam. They are able to identify the vocabulary often used by spammers. Gmail is unlikely to approve "earn", "earnings", "income", "bitcoin", "sale", "cash", “ad” and other similar words.

**Gmail's custom filters** block content on a topic that the user has previously specified. In addition, there is an algorithm that remembers which emails the user has marked as spam and redirects further emails on the same subject to the junk folder.

**Rapid increase in the contact list.** This looks suspicious for Gmail. You can't send 2,000 emails today, and suddenly 30,000 tomorrow. Such changes lead to the conclusion that the contact list is bought or emails are sent without the consent of users.

**Decreased domain reputation.** This happens when a company sends emails to people who didn't opt-in. The ISP checks the legitimacy of sending messages through spam traps (fake emails). If there are many such email addresses in the database, Gmail will consider the sender a violator of mailing rules. Another reason why a domain's rating can drop is because users mark your messages as spam.

**Sending emails too often** is also a possible reason why Gmail won't let your emails into your prospect’s inbox.

## How to bulk send in Gmail without getting spammed

You should [**follow the rules**](https://support.google.com/mail/answer/10979322?hl=en) for sending emails in Gmail. Although this does not guarantee protection against getting into spam, it significantly reduces the risks.

### Set up DNS records

Reverse DNS record, or PTR is used to compare the sending IP and the IP address of the hostname. If the addresses are different, Gmail thinks the emails are from a spammer. Use [**intoDNS**](https://intodns.com/) to check if there is such a record for your IP.

You also should select a separate mailbox for each type of email: promotional, transactional, announcement and so on.

### Email authentication

Emails from third-party senders are also at risk of ending up in Gmail spam. There is no guarantee that such messages will definitely reach your recipient, but it is possible to include a third-party email sender in the [**SPF record**](https://support.google.com/a/answer/10683907?hl=en) of the domain. This setting marks all recipients who have the right to send emails on behalf of your company's domain. 

DKIM and DMARC are also critical for [**email authentication**](anti-spam-system). A [**DKIM**](https://support.google.com/a/topic/2752442) signature verifies that the message came from the domain owner. A [**DMARC**](https://support.google.com/a/topic/2759254) record is used to block email spoofing.

### Limit the number of emails

Gmail has [**limits**](https://support.google.com/a/answer/166852) on the number of messages sent per day. Exceeding these limits sometimes results in a spam folder, sending restrictions, and even account blocking. Use Gmail's recommendations and common sense. If the system does not block the company for an excess of messages, then the user will do it. He just needs to click "Report spam".

In addition, a sudden change in the frequency of sending will damage the reputation of the domain and increase the risk of [**getting into the spam folder**](how-to-send-millions-of-emails-and-avoid-spam-filters). Grow your contact list gradually, especially if you don't regularly send campaigns.

### Track domain and IP reputation

The reputation of the domain and shared IP address affects the deliverability of emails. Exaggerated limits, suspicious content, sending from a different domain are likely to result in blacklisting. The reputation score is made up of the actions of all senders that use the same sending IP address. That’s why you need to keep an eye on the reputation of the shared IP.

Where to check domain reputation:

- [**Safe Browsing site status**](https://transparencyreport.google.com/safe-browsing/search?hl=en) by Google. If there are hacking attempts, the system tells you about this. 
- [**Postmaster Tools**](https://postmaster.google.com/u/0/managedomains?pli=1) generates a report on the reputation of the domain and IP address, and also provides information about the reasons for undelivered messages and the number of messages marked as spam.
- **Blacklists of domains and IP addresses.** If your data is included in such a database, there is a high risk of ending up in spam.

### Solve issues

Analyze reports on undelivered email after campaigns to figure out why emails don't land in Gmail inbox. Use Google's [**troubleshooting tool**](https://support.google.com/mail/troubleshooter/2696779) if you can't fix errors.

### Communicate with users

Instruct users in advance when subscribing. If they do not receive the email, they should check their spam folder and mark it as "Report not spam". Tell your users about this. Ask them to add the company email address to their contact list. You can also suggest creating a filter for such messages so that future messages do not fall into spam.

Do not forget the unsubscribe button. If users can't find a way to unsubscribe, they mark your messages as spam. The same happens if you annoy users with advertising content and constantly change topics. In this case, subscribers choose a quick way to get rid of spam. They complain and block your address, which negatively affects the sender reputation.

### Design email

Thoughtful design of content in messages affects getting into spam. Start with a user-friendly sender name and a relevant subject line that doesn't conflict with the content. Gmail monitors open rates and clicks. That’s why it is important to make links in the message body prominent, easy to read, and with appealing CTA.

Don't overload emails with HTML, URLs and heavy design. A lot of media files for Gmail algorithms is a sign of advertising content.

Don't use AMP emails until you've warmed up the domain. Before sending such emails, it is recommended to complete [**additional registration**](https://amp.dev/documentation/guides-and-tutorials/start/email_sender_distribution) with the mail provider. AMP is currently supported by Gmail, Mail.ru, and Yahoo Mail. Prepare an AMP email and send it to:
- amphtmltest@outlook.com
- postmaster_amp@corp.mail.ru
- ampforemail.whitelisting@gmail.com

You need to send an email from the mailbox that will be used for AMP in the future. Next, fill out an [**application**](https://docs.google.com/forms/d/e/1FAIpQLSdso95e7UDLk_R-bnpzsAmuUMDQEMUgTErcfGGItBDkghHU2A/viewform?gxids=7628) for registration as a sender of AMP emails and wait for confirmation from mail providers.

### Test emails

Check emails before sending a campaign. Make a list of addresses to test emails. There is no guarantee that real recipients will see messages in the same way. But some mistakes can be corrected.

There are services that will help in testing. For example, free [**Postmaster Tools**](https://postmaster.google.com/u/0/managedomains?pli=1) checks not only the domain, but also emails. Other paid and free tools include [**Send Forensics**](https://www.sendforensics.com/), [**SMPT.BZ**](https://spamtest.smtp.bz/en), [**Glock Apps**](https://glockapps.com/) and [**Email on Acid**](https://www.emailonacid.com/email-testing/).

## Conclusion

There are no perfect methods to keep emails from going into Gmail spam. However, compliance with mailing rules, technical requirements and work with clients increases the chances of delivering messages to recipients.

To avoid the Spam folder, set up a reverse DNS record, SPF,  DKIM and DMARC. Stick to Gmail limits and do not drastically increase the number of emails you send. Regularly check the reputation of your domain and IP address, monitor the deliverability of emails through special services.

Ask users to add your address to their contact list, send only content that is relevant to the stated subject of the newsletter and do not forget the unsubscribe link in the emails.

Google's algorithms change frequently, but the general rules are known. Find out why your emails can end up in Gmail spam and what to do about it.

medium_kak-ne-popast-v-spam-gmail.png

small_kak-ne-popast-v-spam-gmail.png

thumbnail_kak-ne-popast-v-spam-gmail.png

kak-ne-popast-v-spam-gmail.png

Let's figure out why emails end up in Gmail spam and what to do about it.

What You Need to Do to Stop Emails Going into Gmail Spam

How to Send Email Campaigns and Avoid Gmail Spam

<Img 
img="/uploads/double_opt_in_9881744f6b.png"
alt="What is Double Opt-in and How to Use It"
/>

Email sending issues or inactive addresses in the database are a headache for companies. At best, a business spends resources on email campaigns that go nowhere or do not produce results. At worst, it gets blocked by  providers or fined by government regulators for violating mailing rules.

This happens when a company collects a contact list using the Single Opt-in method. The user leaves an email in the form without additional actions, and the company immediately starts sending messages.

Double Opt-in is an alternative option that protects your brand from fines. It helps you collect a high-quality database and increase email open rates. In the post, we will tell you what Double Opt-in is, what are the advantages and disadvantages of the method, and how to set up Double Opt-in in a few steps using Altcraft Platform.

## What is Double Opt-in

Double Opt-in is a way to add a user to your email list in two steps.

**How Double Opt-in works:**

- The user leaves an email in a signup form on your website.
- He receives an email with a confirmation link. After clicking on the link, the user is redirected to a page with information about newsletter activation. At this moment, he joins your mailing list.

Unlike Single Opt-in, Double Opt-in has a second step. **Single Opt-in** requires your site visitor to do one thing — share their emails in the signup form.

If the company chooses Double Opt-in, then the addresses that have not been confirmed by the subscriber are not included in the email list. For example, if the user did not open the email or did not follow the confirmation link.

## Why you need Double Opt-in

Email campaigns are regulated by the state and by the providers through which companies send messages. On the one hand, [**according to GDPR**](how-to-win-the-data-battle-in-today-world), the brand must keep a record of the user's consent to receive emails. On the other hand, ISPs check senders through spam traps and other methods. If the sender turns out to be a spammer or just suspicious, it will get blocked. It is not easy to prove the opposite and remove restrictions. Double Opt-in reduces the risk of such situations.

Sometimes users make mistakes and leave wrong addresses. In the case of Single Opt-in, the company receives an inactive email or the address of another person who did not subscribe to the newsletter. If a complaint is received, the sender may be fined. If you are dealing with Single Opt-in, it is almost impossible to prove that such email campaigns are legitimate.

Double Opt-in solves the problem of invalid addresses. Only emails that have been confirmed by users get into the database.

## Double Opt-in: advantages and disadvantages

Double Opt-in insures the company against mistakes in email newsletters, but the method is not perfect. Here are the pros and cons:

### Advantages

- **Collecting a high-quality email list.** If there is a required email confirmation, non-existent and wrong addresses will not be included in your mailing list. Also, users who have agreed to receive emails from a company are less likely to [**mark them as spam**](how-to-send-millions-of-emails-and-avoid-spam-filters).
- **Protection against spam traps.** This is a fake email address that no one could use to open an email or opt-in to receive newsletters. ISPs use it to identify spammers so they can block emails from them. If you are dealing with Double Opt-in, unconfirmed emails will not get into your contact list.
- **Increasing email open rates and loyalty.** Only interested users are ready to go through two steps of subscription.
- **Better email list hygiene control.** In most cases, companies monitor the list of subscribers and remove inactive ones from time to time. With Double Opt-in, there will be less work to do.

### Disadvantages

- **Users do not confirm the subscription.** They can forget or miss the warning to check their inbox.
- **The email list is collected more slowly**, because it is easier and faster to subscribe to the newsletter without confirmation. You should remember that a lot of messages at the beginning of communication can annoy users, and in the case of Double Opt-in, there are at least two messages: a confirmation email and a welcome email.

## How to create Double Opt-in

By stretching the subscription process over two steps, you complicate the user's journey, so it's important to keep these two steps simple and quick.

Here are the steps to get an email address and consent to receive newsletters via Double Opt-in:

- The user enters an email in the form on the company's website.
- The contact is added to the temporary list.
- An email with a confirmation link is sent to the user.
- By clicking on the button or following the link, the user agrees to receive emails.
- The email address is included in the email list.

You need to simplify the customer journey. It is better to create a short signup form. As for the message that a confirmation email has been sent to the user, make it noticeable. There should be no fluff in the text. Make it clear what actions you expect from the user. Get rid of ads and additional offers in the email. At this stage, your main goal is to obtain consent to the newsletter. Don't forget to thank the subscriber at the end.

## How to set up Double Opt-in

This is not difficult. Let's look at how to set up a Double Opt-in using the [**marketing automation platform Altcraft**](/en).

The Double Opt-in feature works when you subscribe a user to a Resource. This is a tool for organizing subscriptions to content in different channels. Resources include a website, a landing page, affiliate registration forms, apps, or a certain type of newsletters (promotional, practical, blog-style, etc). It is important that subscriptions are independent, so if users unsubscribe from one resource, they continue to receive messages from another. For example, the user can unsubscribe from promotional newsletters and continue to receive event newsletters.

In Altcraft Platform, setting up a Double Opt-in takes two steps and a few minutes.

### Step 1. Subscription

Add a subscription with the status «Unconfirmed» to the customer’s profile. You can add a subscription to one profile manually or update the status for a bunch of profiles at once.

To subscribe a customer to a resource, open the customer profile and add a subscription on the «Subscriptions» tab. Specify the desired resource and email channel. For the «Status» field, select «Unconfirmed» and save the settings.

<Img 
img="/uploads/manual_adding_subscription_with_status_unconfirmed_d40281933c.png"
alt="Adding a subscription manually in Altcraft"
/>

To update a subscription for a group of users, select a database or segment and click "Update profiles" in the context menu.

Check if the audience included in the subscription is correct. Then go to the “What to do with a selection of subscribers?” section. Your option is «Add subscription. Subscription source - Resource». Set up the resource and email channel. Next, set the status to «Unconfirmed» for the subscription and start the update.

<Img 
img="/uploads/DOI_in_Altcraft_3_c7c5f4dd1d.png"
alt="Double Opt-in in Altcraft Platform"
/>

### Step 2. Confirmation 

Customers who have not consented to the newsletter will only receive one confirmation email. The link in this email must contain the **confirm-link** attribute.

```
<a href="http://confirm_example.com" title="Confirm subscription" confirm-link>Confirm email</a>
```

You can manually set the attribute or generate a link in the editor. To do this, in the editor toolbar, click on the «Insert link» icon, enter the URL and check the «This is a confirmation link» box.

<Img 
img="/uploads/insert_link_c1bf849c5a.png"
alt="Confirmation link in Altcraft Platform"
/>

Next, you need to launch a campaign using the template with the confirmation link. When setting up the campaign, don't forget to specify the resource you want to confirm your subscription to.

When the recipient clicks on the link in the message, the status will automatically change to «Subscribed». You now have the Double Opt-in working.

## Conclusion

Double Opt-in is a two-step way to get an email from a user. First, users leave their email addresses on the company's website in a signup form. Then they confirm the subscription by clicking on the link or button in the email message.

This method is the key to building a database of engaged and interested users. In addition, it does not allow incorrect or inactive addresses to get into your contact list.

It will take longer to collect an email list using Double Opt-in, because some users won't open the email, and others may forget. But in the end, the company will avoid blocking from ISPs and fines for mailing violations.

It is a two-step subscription process. Users leave an email address in a form, receive an email with a confirmation link and follow it to join your mailing list.

medium_double opt-in.png

small_double opt-in.png

thumbnail_double opt-in.png

double opt-in.png

This method helps you build a quality email list, increase email open rates and protect your brand from fines.

Double Opt-in: What It Is, Why Use It and How to Set It Up

What is Double Opt-in and How to Use It

<Img 
img="/uploads/spam_death_robots_04d5813471.png"
alt="Spam, Death and Robots: 3 Email Marketing Myths"
/>

I've been in email marketing for eight years. All this time I am faced with erroneous ideas about it both among business and users. Most marketers have already learned that it is illegal to buy a database and that email campaigns can be more than just  advertising. However, there are still many misconceptions.

My name is Yulia Khatsola. I am the head of the project team at [**EMAILMATRIX**](https://emailmatrix.ru/). In this post, you will find the most popular myths that surround this channel, especially among online stores. I will tell you how things really are and how to make email marketing work.

## Myth 1: Email marketing is dead

**Mistake.** No one is using email campaigns. It is outdated, nothing can be sold through this channel. The future belongs to social networks, messaging apps, [**metaverses**](what-are-metaverses) and so on.

**Fact.** Business considers email the most promising marketing channel along with contextual advertising and SEO.
Different companies continue to invest in email marketing because it solves business problems and, as a rule, quickly pays off. This channel not only sells directly, but also has a lot of weight in multi-stage conversions, as it warms up the audience perfectly and maintains a long-term relationship between users and your brand.

Here are some of the benefits of email as a marketing channel:

- **Proven by time.** People are used to email marketing, many of them consciously subscribe to brands' newsletter in order to receive offers. It is cheap compared to most other channels. It is reliable: email as a format cannot be blocked, email cannot leave the country.
- **Basis of the retention strategy.** Attracting new leads is always more expensive, since you need to run ad campaigns with large budgets and low conversions. Email campaigns are about retention — a business reminds customers of itself, brings them back and makes cross-sales.
- **A great way to build a client base.** You can work with the collected data in other channels (for example, use retargeting). The upcoming [**cancellation of cookies**](cdp-in-the-world-without-cookies) will put an end to the attempt to track user behavior on the site. But if the visitor logs in via email, the business will be able to record his actions and communicate with him or her.
- **Lots of ways to automate sales.** Email has a lot of automated scenarios that generate revenue without much effort. An example is a trigger message with an offer on the client's birthday. Set up such an email campaign once, and every day the messages will automatically go to the birthday people. At the same time, you benefit from periodically updating your tactics (more on this below).
- **Embedding in the structure of omnichannel communications and in cascading campaigns.** For example, a client placed an order, but did not read the SMS about its delivery. In this case, we send him or her an email. People can also get into the contact list through an offline point. For example, they subscribe using a QR code or leave their email addresses as part of the game mechanics.

<Note>
**Takeaway.** Email has alternatives, but it's alive.
</Note>

## Myth 2: Email marketing is advertising

**Mistake.** Email is easy. You buy a contact list, send everyone an offer, break the bank, repeat.

**Fact.** This method may only work once, but then its effectiveness will drop. The purchased email list contains at least 99% of non-targeted contacts who will safely send your messages to spam. Do not forget that the real audience of the brand can also get tired of constant offers.

A systematic approach is essential for successful email marketing. How to use the channel effectively:

- **Define a goal.** Emails keep current customers and introduce new ones to the product, increase sales and loyalty. And this is still an incomplete list. Why do you need an email campaign?
- **Embed email into your communication strategy.** The brand educates users on the website blog, engages and works out objections in social media, but in the email campaigns…? They should complement the rest of the channels, and not be used only once every few months.
- **Maintain regularity.** You can not fall out of the view of subscribers for a long time. Email connects users with a brand. If you use the channel only on big occasions like Black Friday, then there will be no desired effect.
- **Create value for the reader.** Even if you focus on sales, you need to think not only about conversions. When users receive both promotional messages and content that is really useful to them, they will pay attention to valuable information. Today, subscribers are fed up with a variety of content, and in order to keep them, you need to work with their loyalty.
- **Analyze.** There is always something to check and to improve. Even an automatic workflow cannot remain unchanged for a decade. At least once a month, the brand should make accurate slicers and study the dynamics — how the database grows (or decreases), how engagement metrics change.

When it comes to emails, it is important to create useful and valuable content so that you can seamlessly integrate your products into it. Various tips and tutorials also work well. For example, the strategic approach is seen in the Creately brand. The company in their emails gives tips and shares tricks on how to use their platform.

<Gallery>
<GalleryItem
original="/uploads/creatly_1_a664a3c462.png"
thumbnail="/uploads/creatly_1_a664a3c462.png"
/>
<GalleryItem
original="/uploads/creatly2_9cec07dcde.png"
thumbnail="/uploads/creatly2_9cec07dcde.png"
/>
</Gallery>

<Note>
**Takeaway.** Email marketing is much deeper than mass promotional campaigns and requires consistency.
</Note>

## Myth 3: Customers consider your emails to be spam

**Mistake.** Nobody trusts emails. People know that nothing good comes in the newsletter.

**Fact.** Messages from brands are perceived as spam in two cases: they are in the junk folder or they look like spam. Let's explore both options.

In order not to end up in spam, you need the right technical setup at the start. It is important to maintain email deliverability in the process, and for this you need to protect the database from bots. When you send to non-existent emails, ISPs fix errors and, as a result, reduce the sender reputation.

What to do:

- **Set up Double Opt-In.** This is a guarantee of a quality database without fake addresses. When users fill out a subscription form, they receive an automatic message asking them to confirm their email by clicking on a button or entering a code. So only real users get into the database.
- **Track spikes in database growth.** If the database grows by a thousand addresses per month and suddenly grows by 15 thousand per week, it is worth finding out what is happening. Is it a success or a cyberattack? The sooner a brand removes fake addresses, the less risk it will end up in spam. CAPTCHA in the subscription form will help prevent such attacks along with DOI.
- **Use a third-level domain** (mail.example.com) for sending, and not the main one (example.com). If your emails do end up in spam, you can create a new subdomain instead of trying to restore the reputation of the old one. I recommend making two different subdomains for promotional campaigns and for transactional messages. The latter will definitely reach subscribers, because they will not be affected by the reputation of the domain for promotional emails.

I'll tell you more about how not to look like spam.

There are emails that look like spam: ambiguous headers, strange layout, links that look almost fraudulent.

<Img 
img="/uploads/email_looks_like_spam_cc10daa08d.png"
alt="Spam, Death and Robots: 3 Email Marketing Myths"
/>

If the email has a poor design, unclear offers, no connection with the brand and nos logic, it is easy to confuse it with spam. To avoid this result, develop at least a basic layout: a logo, a clear and understandable structure, optimal number of links, and nice buttons.

You can look like a spammer not only because of the bad design, but also because of the frequency of emails. The online clothing store Macy's sends several messages a day, with the same type of topics about discounts and promotions. Perhaps there is something useful inside, but for subscribers this is an annoying newsletter.

<Img 
img="/uploads/image2_9d70e4dc0d.png"
alt="Spam, Death and Robots: 3 Email Marketing Myths"
/>

You can't last long with endless offers. People either unsubscribe or stop finding the value in the emails and open them only when they need to buy something. For smart email marketing, it is important to stay friends with your customers and add pieces of useful content to your promotional stream:

- **Ask users.** Emails allow you to collect feedback both on the quality of the product and on the newsletter. Surveys about the desired content are good for engaging subscribers and increasing loyalty. It's always nice to know that your opinion matters.
- **Engage experts.** It is worth finding interesting authors, who will add expert value and uniqueness to your content.
- **Work with tone of voice.** How does the brand communicate with the audience? It is important to write it down somewhere and keep this tone in the newsletters so that subscribers recognize it.
- **Sell natively**. Instead of a product grid, it’s better to tell about them, for example, through storytelling and non-standard approaches.

This is an example of storytelling in an email from Southwest Airlines. The brand speaks directly to its customers and makes them the hero of the story.

<Img 
img="/uploads/1_86584805c0.png"
alt="Spam, Death and Robots: 3 Email Marketing Myths"
/>

<Note>
**Takeaway.** If the emails in the "Inbox" are neat and not constantly selling, subscribers take it well.
</Note>

## Conclusion

There will never come a day when no one is delusional about the effectiveness, goals and tools of email marketing. However, anyone can bring the marketing universe closer to this ideal if they approach emails wisely.

In this post, we will tell you how things really are and what you need to do to make email marketing work well.

medium_spam_death_robots.png

small_spam_death_robots.png

thumbnail_spam_death_robots.png

spam_death_robots.png

Let's discuss 3 myths about email marketing that both customers and businesses have.

The Most Popular Email Marketing Myths: How It Really Works

Spam, Death and Robots: 3 Email Marketing Myths

<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.

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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

thumbnail_chto-takoe-cta.png

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.

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