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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.

Bring together all the data from every channel and source — including contacts, activity history, target actions, and external CRM actions — into a single customer profile. Gain a complete understanding of each customer and provide personalized interactions when and where they're most effective.

CDP Altcraft — all customer data in one place

Make quick and informed decisions based on a thorough analysis of your clients' actions. By accurately assessing customer behavior, you can create an effective marketing strategy for each segment, resulting in increased average order value, conversion rates, and customer lifetime value.

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.

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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.

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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:

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

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.

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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.

Collect leads and gain new insights about your customers with our customizable forms and surveys. With up-to-date data, you can stay ahead of your customers' needs and preferences. Regularly monitoring the Net Promoter Score (NPS) allows you to promptly address customer feedback and enhance your services.

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

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

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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.

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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.

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You may be interested

Tune your marketing for <0>maximum</0> with Altcraft Platform

Reach your audience with personalized messages through Telegram, Viber, WhatsApp, and other messaging platforms. We can connect any messenger app you prefer to ensure your messages reach your customers without delay.

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:


Conduct experiments to find the most compelling email, push, and SMS templates. Test multiple ideas simultaneously to identify the one that resonates best with your audience. Additionally, unsuccessful variations can provide insights on how to avoid similar mistakes in the future.

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/marketing_pri_spade_3b6668707a.png"
alt="Managing Marketing During a Downturn: 7 Fundamental Rules"
/>


The business world is constantly in flux: conditions change, exchange rates fluctuate, and the political situation shifts. The economic system itself is cyclical, with periods of growth periodically giving way to recession, resulting in decreased production levels and reduced income.


Businesses must react to these changes in order to stay afloat. During times of crisis, companies often cut their marketing budgets, but the effectiveness of such actions is questionable.


Let's examine how to manage marketing during a downturn to maintain a steady flow of customers and high sales levels.


## 7 rules for dealing with marketing during a slump


In any crisis, the main task of marketers is to continue taking action and exploring new opportunities. To begin with, conduct a comprehensive audit of your current strategy, communication channels, advertising campaigns, marketing tools, and so on. Then, follow the rules of crisis marketing.


### Do not cut advertising budgets


Reducing marketing expenses may seem like a logical step during a downturn. However, this approach is flawed. If you reduce or completely eliminate advertising expenses, lead generation will come to a halt. Existing customers may continue making purchases. But if they leave due to the crisis (income reductions or other reasons), it will be difficult to replace them without advertising.


Restarting marketing campaigns after a break can also be challenging. When a brand stops advertising, competitors quickly capture the audience's attention. 


Moreover, cutting back on marketing will lead to even greater uncertainty. When advertising consistently works, a business can forecast sales volume and revenue. If marketing campaigns are turned off, it becomes impossible to predict how many customers will make purchases in the next month. Therefore, consistent promotion is the path to maintaining a stable market position.


### Eliminate non-performing marketing channels


If you still need to reduce your advertising budget, analyze the effectiveness of customer acquisition channels. Keep and strengthen (with budget and content) the ones that bring in quality leads and revenue. Stop funding or minimize expenses on channels that generate few customers but come at a high cost.


If your company uses omnichannel marketing, pay attention to [**attribution models**](https://altcraft.com/blog/marketing-attribution-models). A detailed analysis of the channels will indicate which ones have a greater impact on conversions. It's worth investing money and directing marketers' efforts there.


*For example, if you allocate budgets to contextual advertising but it only brings in 5% of customers with low average order value, while social media targeted advertising brings in 45% of customers, it would be logical to strengthen targeted advertising and possibly pause contextual advertising during the crisis.*




### Work with existing customers

During a crisis, loyal customers who are committed to your brand become the backbone of your business. Analyze customer lifetime value (LTV) and identify customers who bring in higher profits. Focus on retaining them by incorporating special purchase conditions and [**loyalty programs**](https://altcraft.com/blog/customer-loyalty-program) into your marketing strategy. If lowering prices and offering significant discounts is not feasible, allocate resources to communication and building strong relationships with your audience.


It's important for a brand to remind itself and pay attention to customer needs. Choose marketing channels that are convenient for them and provide personalized product recommendations based on their interests and previous purchases.


Use omnichannel marketing. Send [**email newsletters**](https://altcraft.com/blog/types-of-email-newsletters-and-what-are-they) to customers to congratulate them on holidays, use [**push notifications**](https://altcraft.com/blog/mobile-marketing-101-push-notifications) to update them on deliveries, send SMS messages or [**messages through messaging apps**](https://altcraft.com/blog/messenger-marketing) to inform them about ongoing promotions, and so on.





<Img
img="/uploads/image2_6a8789e939.png"
alt="An example of a greeting email newsletter for the customers"
src="An example of a greeting email newsletter for the customers"
/>


Customers should feel cared for and receive information in a timely manner. In return, loyalty, consistent revenue, and resilience during a downturn await you.


### Seeking new directions and audiences


It may seem that a crisis is not the time to launch something new, but that's not the case. It is precisely in challenging conditions that you should "look" in a different direction and find audiences that your brand has not yet reached.


Conduct research and analyze customer data and their orders collected by your [**CDP**](https://altcraft.com/blog/cdp-in-the-world-without-cookies). There may be customers who have approached you but did not make a purchase because they were not informed about the benefits and value of the product. These people are a "warm" audience that was ready to buy but was not properly addressed.


Review your advertising campaigns, product descriptions, and content to meet the needs of such an audience.


*Suppose, you sell a food photography course, but it’s only for beginners. Then professional photographers may have approached you, who are interested in the topic but don't need the basics you provide in the course. By creating similar training for advanced photographers, there is a chance to attract a new audience.*


The needs of existing customers can also change during a crisis. Therefore, companies need to constantly analyze the moods of their audience and adapt accordingly.


*For example, if design and uniqueness were particularly important to customers of a furniture store in the past, now the focus may be on practicality and durability. During a crisis, people tend to save money and are not willing to buy new furniture in a couple of years. The new marketing campaign should reflect such a demand.*






**How else to find a new audience:**


- Explore potential customers in other cities and even countries, especially if you have an online product that is not location-dependent.
<p>




- Win back "inactive" customers who have stopped buying from you. For example, send a series of [**reactivation emails**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) through email marketing services. Remind them about your brand or make a special offer that motivates customers to come back.


<Img
img="/uploads/image3_31c5af1b17.png"
alt="An example of a reactivation email from H&M"
src="An example of a reactivation email from H&M"
/>


### Change positioning


Shifting your brand to a different price segment or simply reevaluating your values and unique selling propositions (USPs) is one way for a company to maintain stable positions and even soar. A new direction may prove to be more in demand.


During an economic downturn, people become more frugal and try to spend less money on non-essential items. They also scrutinize the utility of your product in detail. Sometimes companies need to change their price segment to align with new customer needs.


Luxury brands suffer the most during a crisis. The audience's focus shifts towards real value rather than prestige, making it more challenging to sell luxury products. In such cases, repositioning your brand to a more budget-friendly segment can help maintain sales and even expand your audience.


### Maintain prices


Price increases are a common occurrence during any crisis. However, people still react negatively to it and perceive businesses as taking advantage of the situation and profiting from customers. Try not to immediately raise prices, but instead find alternative solutions, such as reducing bonuses in loyalty programs or decreasing discounts. When prices change abruptly, some customers may simply leave in search of a more favorable [**offer**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it).


If price increases are inevitable, try to implement them gradually and justify why they are happening. A proper marketing campaign can explain that prices are influenced by rising costs, higher material procurement expenses, changes in logistics, and so on. During a downturn, transparency in communication and openness are crucial.


### Working on online reputation


During a crisis and budget cuts, customer service and content quality often suffer. When there's only one social media manager left instead of a whole team, it's unrealistic to expect them to respond quickly to comments. Staff reductions result in longer response times to customer inquiries, which is detrimental to loyalty, reputation, and sales.


One unanswered negative comment can snowball and harm the brand's image. During a crisis, audiences are more critical of brands, so it's crucial to respond promptly to feedback and address any issues. Otherwise, reputation repair will take more time and resources. Therefore, it's important to keep communication channels under control.



<Img
img="/uploads/image1_ed0d6f9c03.png"
alt="Work with reputation on Internet answering the review"
src="Work with reputation on Internet answering the review"
/>


## Summary


Economic crises are a normal occurrence, so businesses need to be able to quickly change strategies and adapt. It is a mistake to cut advertising budgets first, as it will halt the flow of new customers. Instead, evaluate the effectiveness of different customer acquisition channels in terms of leads generated, eliminate unnecessary ones, and allocate budget and resources to the ones that work.


Additionally, during a downturn, focus on existing customers by engaging with them and demonstrating care. Offer personalized service and products through email marketing, push notifications, SMS, and other communication tools. Utilize multiple channels to ensure accurate delivery of information to the customer.


Do not halt marketing efforts, but instead, seek out new audiences, change product positioning, and even consider adjusting price segments. Deal with negative feedback promptly by responding to customer comments and always provide explanations for price increases.


During a downturn, focus on existing customers and demonstrate your care. Also, don’t cut advertising budgets, as it will halt the flow of new customers.

medium_image4.png

small_image4.png

thumbnail_image4.png

image4.png

Want to find out how to work with clients & what to do with advertising budgets during a slump?

Managing Marketing During a Downturn: 7 Fundamental Rules

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

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

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

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

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

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

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

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

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

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

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

## Zero-party data lead to hyper-personalization

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

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

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

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

## Interactivity is the key to increasing customer engagement

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

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

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

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

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

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

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

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

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

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

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

These are the images generated by [**Craiyon**](https://www.craiyon.com/), AI image generator, based on the “email marketing” query:
<Gallery>
<GalleryItem
original="/uploads/craiyon_920d0f694a.png"
thumbnail="/uploads/craiyon_920d0f694a.png"
description="images generated by Craiyon AI"
/>
<GalleryItem
original="/uploads/craiyon_2_19802c0e0f.png"
thumbnail="/uploads/craiyon_2_19802c0e0f.png"
description="images generated by Craiyon AI"
/>
</Gallery>



## Mail deliverability increases if you check email when registering

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

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

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

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

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

## User data security comes first in 2023

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

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

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

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

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

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

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

## Customers like brand authenticity most

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

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

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

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

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

## Conclusion

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

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


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

medium_trendy email-marketinga 2023.png

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thumbnail_trendy email-marketinga 2023.png

trendy email-marketinga 2023.png

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

Top Ultimate Email Marketing Trends and Predictions for 2023

Email Marketing Trends in 2023

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

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

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

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

Let's look at some examples of newsletters.

## What types of newsletters can be

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

### Selling emails

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

**Discount emails**

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

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

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

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

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

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

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

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

**Sales newsletters**

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

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

**Product launch newsletters**

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

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

**Personalized offers** 

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

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

**Newsletters about referral programs**

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

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

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

### Сontent newsletter

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

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

**Helpful emails**

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

**Digests**

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

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

**DIY-newsletters and guide newsletters**

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

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

**Selection based on interest**

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

### Informational newsletters and news digests

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

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

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

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

### Announcing newsletters

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

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

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

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

### Congratulation letters

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

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

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

### Trigger newsletters

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

**Greeting emails**

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

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

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

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

**Abandoned cart**

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

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

**Asking for a review**

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

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

**Reactivating letters**

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

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

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

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

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

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

### Transactional letters

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

**Notification of payment** 

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

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

**Notification of delivery**

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

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

**Service notifications**

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

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

## Conclusion

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

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

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

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

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

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

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

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

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

Types of Email Newsletters and What They are

<Img
img="/uploads/ochistka_bazy_podpischikov_cefbb658e4.png"
alt="Email List Cleaning"
/> 

Clearing your subscriber list of outdated and inactive email addresses can increase email deliverability and boost conversion rates. With a clean list, more subscribers will receive your marketing messages and click on the links you provide, as only those genuinely interested in your content will remain.

If you want to establish a reputation as a trustworthy email sender, maintaining a healthy contact list is crucial. Think of it like when you were a child and your parents wouldn't let you go out to play until you had finished your chores, like cleaning your room and washing the dishes. Email marketers are not so different: to [**achieve good deliverability**](nine-rules-for-successful-email-deliverability) and conversion rates, they must regularly clean their subscriber lists before launching campaigns.

Ultimately, the list cleaning process saves time, effort, and company money, while ensuring targeted and well-curated campaigns. To make sure the process doesn't backfire, plan ahead and consider the cost of your reputation, which suffers every time your emails end up in spam.

## Benefits of cleaning your email list

### Reduced number of undelivered messages

No marketer likes to receive messages back after sending them out. A hard bounce occurs when messages are returned due to an invalid email address, while a soft bounce is caused by full mailboxes. Cleaning your subscriber list regularly is an effective way to prevent such bounces.

### Improved reputation

Those who send unwanted messages to subscribers are called spammers. ISPs track and block them, often due to spam complaints from recipients. This happens when subscribers are not interested in your content. A clean subscriber list typically contains emails from mostly loyal and engaged customers.

### Increased engagement and loyalty

The purpose of any email campaign is to motivate recipients to click on links and convert. Companies work hard on creating content for this purpose. However, all those efforts can go to waste if the list includes users who have a negative perception of the brand.

### Higher deliverability rate

Timely and high-quality email address hygiene leads to more sent messages ending up in the "Inbox" folder of active subscribers.

<Img
img="/uploads/cleaning_database_benefits_86fe51d28d.png"
alt="Benefits of cleaning your email list"
/>

## Useful tips for cleaning your email list

### Verify

Ensure your contact list consists of quality email addresses by collecting them through a verification mechanism. When a user submits their email address, send them a [**confirmation email**](what-is-double-opt-in) with a link that needs to be clicked to add the email address to your mailing list.

### Say Goodbye

Exclude contacts who haven't responded to your emails for a long time from your mailing list. It's clear that they're not interested in your company's products or services, and keeping them on the list might lead them to mark your emails as spam, which can harm your reputation.

### Beware

Spam filters are always on the lookout for spammy emails. If you send emails to invalid addresses or if too many subscribers mark your emails as spam, your domain reputation will suffer, and your emails may end up in the spam folder or blocked altogether.

### Optimize

Email provider tariffs may be based on the number of emails sent, rather than delivered. Therefore, sending emails to incorrect or inactive addresses will result in unwarranted expenses. Cleaning up your database will not only reduce the cost of mailing but also [**increase your ROI**](roi-romi-roas-difference) and open rates. 

### Automate

Manually cleaning an email list can be time-consuming and inefficient. Instead, consider using an email marketing automation service that can automatically remove inactive or invalid email addresses from your list. This frees up your time and allows you to focus on more important tasks.

<Img
img="/uploads/cleaning_database_tips_45ccaaf2f9.png"
alt="Useful tips for cleaning your email list"
/>

## How often should you clean your email list?

It all depends on the company's industry, the speed and methods of contact acquisition, and the size of the mailing list. If you use a verification mechanism, are confident in the quality of your contact list, and your marketing metrics confirm your confidence, you may only need to clean your list once a year.

However, if there are "red flags," such as a drop in email open rates, a decrease in clicks, a high number of unsubscribes, and negative spam analytics, then it's time to conduct a thorough cleaning.

## How to Reactivate Subscribers? 

Deleting inactive and incorrect email addresses is just as important as attracting new customers. However, the cost of acquiring a new subscriber is much higher than retaining an existing one. That's why it's worth trying to "revive" inactive recipients.

It's helpful to [**segment your audience**](how-and-why-to-segment-target-audience) by engagement to identify subscribers who haven't responded to your emails in the last 3-6 months. You can [**send a reactivation email**](how-to-reactivate-inactive-email-subscribers) to these customers. There are many reactivation techniques, so try any of them: write a humorous email, try to evoke sympathy, or make a special offer. If this doesn't help, remove the user from the mailing list "temporarily", for example, until the end of the season. Perhaps subscribers are too busy with gardening chores. 

## If you want more

Don't rush to increase the frequency and volume of your email campaigns while you're cleaning your contact list. Doing so can create a false sense of the effectiveness of your email campaigns, causing you to miss warning signs.

In addition, email providers consider a progressively increasing number of emails in your campaign as suspicious. You need to gradually warm up your domain, which usually takes about a month.

## Conclusion

Cleaning your contact list before launching your email campaign is essential. By following the simple recommendations described in this article, you will undoubtedly achieve high email delivery rates and ROI. The main focus should be on active and loyal subscribers, while "sleeping" subscribers can be reactivated. For "dead" subscribers, it's best to remove them from your list without hesitation. It's important to conduct regular cleanups, taking into account the specifics of your business and the rate of new addresses being added to your database. 

Find out how regular email list maintenance can improve your email marketing results and get practical tips on how to clean your mailing list effectively. 

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For those who are unsure whether cleaning their contact list is worth it.

Email List Cleaning: Benefits, Tips, and How Often to Do It

Why You Should Clean Your Email List: Tips and Benefits

<Img
img="/uploads/dostavlyaemost_pochty_8427197869.jpg"
alt="9 Rules for Successful Email Deliverability"
/> 

No one doubts that email campaigns are a powerful marketing tool. Every day, 4 billion people check their inboxes and read their emails. The ROI for email campaigns can reach 3600% in some cases, making it one of the most effective acquisition channels.

<Img
img="/uploads/grafik_dostavlyaemosti_emejl_3a026860c6.png"
alt="Email sending and deliverability statistics"
/>

Email campaigns are a hot topic among marketers, but the importance of deliverability rates is often overlooked. Without a high deliverability rate, recipients won't receive the email and won't convert, resulting in lost profit. How can someone make a purchase if they don't even receive the promotion information via email?

We have good news: you can influence the deliverability of emails. The most important thing is to maintain the reputation of your domain to ensure that your emails do not end up in the spam folder. If you have no problems with this, you don't have to worry about the rest. In the post, we will discuss 9 main rules that you should follow. 

## 1. Set up your email correctly

Statistics show that 45% of emails sent worldwide are nothing more than spam. And 90% of cyber attacks happen through email. These are compelling reasons to demand correct settings and authentication from email senders, which is what email marketing services do to protect their users.

For beginners, setting up infrastructure may seem too complicated, and they skip this step or do it thoughtlessly. This is a bad idea. First, create a domain (@yourbusiness.com) and several subdomains (@yourbusinessteam.com). Do not use free email services (such as Gmail or Outlook) if you plan to launch mass mailing.

Pay attention to the authenticity of the email domain. This is necessary to be sure of reliability and security. Study and use the SPF, DKIM, DMARC, and BIMI protocols. If you cannot set up email yourself, seek the help of a specialist. This is important because otherwise, there is a risk that most of your emails will not pass moderation and will not be delivered to recipients.

## 2. Gradually warm up the domain

Once you have successfully completed the settings, start "warming up" your domain. Gradually increase the number of emails you send to avoid raising suspicion with your email provider and causing negative reactions from recipients. Be patient, soon you will be able to send out millions of emails. 

Pay close attention to the content of the email. It should catch the recipient's attention. At this stage, it is essential that as many emails as possible are opened. The success indicator will be the recipient's response to the email or a mark that the email is important to them.

<Img
img="/uploads/srok_progreva_07da73e80f.png"
alt="Domain warm up period"
/>

Warming up the domain takes about a month. This can be done manually or with the help of specialized services, which is much more convenient and faster.

## 3. Choose metrics consciously

A warmed-up domain is ready for mass mailing. But the work of a marketer does not end there. To understand if everything is working correctly, properly selected metrics will help. If there are any deviations, the settings need to be adjusted.

There are many performance indicators in marketing, and sometimes it can be difficult to determine which one to focus on. One of the most common metrics used in email marketing is the **Open Rate**. This is the ratio that shows the percentage of opened emails out of the delivered ones.

Another metric is the **Open reach**, which shows the number of unique recipients who opened the sent messages during a certain period of time.

<Img
img="/uploads/formula_open_reach_rate_4b7d0c0d29.png"
alt="Open reach formula"
/>

The **Placement rate** is a metric that counts the total number of delivered emails (including those in the spam folder). This metric is very similar to the deliverability rate, with the only difference — the deliverability rate counts emails that landed in the inbox and does not take into account those that [**ended up in spam**](how-to-avoid-spam-folder-in-gmail).

Each business chooses key metrics on which to focus its efforts. These indicators allow you to take a closer look at the real state of affairs in the company, and assess the effectiveness of advertising campaigns. With their help, you can notice which actions bring the highest result in customer engagement and how to influence deliverability.

## 4. Adapt email campaigns for mobile devices in time

Your email only has three seconds to live if the recipient tries to open it on their mobile phone and it doesn't open correctly or doesn't open at all. Unoptimized emails are deleted by 70% of people, without even attempting to open them on their computer. [**15% of those people**](https://mailchimp.com/en-gb/resources/impact-of-mobile-use-on-email-engagement/) will also unsubscribe from the mailing list. No matter how you slice it, people check their email on mobile phones much [**more frequently**](https://blog.hubspot.com/marketing/hubspot-blog-marketing-industry-trends-report?_ga=2.129955407.2116605659.1655405116-782004359.1655405116) than on desktops.

If you don't optimize your email campaigns for mobile devices, you'll lose a significant portion of your audience and potential revenue. Follow these simple rules. Make sure the email subject line is concise and no more than 30 characters, use clear and prominent calls-to-action (CTAs), and include preheaders to entice recipients to open your emails.

Monitor your reputation: every unsubscribed recipient negatively impacts it. Indirectly, this leads to a decrease in deliverability.

## 5. Carefully manage your contact list

A high-quality mailing list is a clean one. Of course, it's important to increase the number of contacts, but it's also useful to remove fake addresses and inactive users. According to statistics, the number of "live" recipients in the database decreases by a quarter every year. Regularly clean up your database, as this is key to a good domain reputation and a significant bonus for email deliverability.

Keep in mind that [**20% of customers**](https://www.marketingprofs.com/chirp/2016/31206/keep-it-clean-the-importance-of-email-list-hygiene-infographic) make mistakes and typos in their email addresses. Some do it intentionally, while others don't. Continuously check your list for new contacts, remove non-existent and non-working addresses. The right decision is to exclude from the database those to whom emails are often undelivered. There is no benefit from them, only harm to your company's reputation.

Using a purchased database is the most direct and fastest way to permanently damage the sender's reputation, along with its deliverability. Marketers still fall for this method of rapidly increasing their contact list. However, purchased databases are highly unreliable: no one knows for sure how many fake contacts they contain. And there is no guarantee that a fresh audience will be interested in your product.

## 6. Segment your audience and personalize your emails 

Segmentation and personalization are the main marketing tools for successful campaigns. [**Segmenting your subscriber list**](how-and-why-to-segment-target-audience) can increase email campaign revenue by 760%.

Personalization increases user engagement. It has been observed that [**88% of recipients**](https://www.dynamicyield.com/guides/state-personalization-email/) are more likely to open and read emails with personalized elements.

Together, these two techniques work great. Divide all subscribers into groups based on selected significant criteria. For each group, you can develop unique content that is most suitable for users' needs and preferences.

## 7. Make the unsubscribe process as simple as possible

Many people think that making the process of unsubscribing from a mailing list complicated will keep customers and save the company from losing its audience. In fact, it's quite the opposite. When a person has made the decision to unsubscribe, extra buttons and links only reinforce their desire to do so.

Don't hold onto customers by force. Those who unsubscribe on their own do your business a valuable service. Don't worry, your contact list won't be depleted after this: there's no place in it for disloyal subscribers. Moreover, it's much better than if the user clicks the "Spam" button. And that's exactly what will happen if you complicate the unsubscribe process.

Therefore, the "Unsubscribe" button should be noticeable and comply with the law's requirements. [**Double Opt-in**](what-is-double-opt-in) (DOI) has a positive effect on email deliverability. This technology will clean up the database from those who subscribed fictitiously. The subscriber list may fill up more slowly with DOI, but its quality will increase.

<Img
img="/uploads/email_unsubscribe_link_ac81d00477.png"
alt="Email unsubscribe link"
/>

## 8. Constantly improve your campaigns

Subscribers have different tastes, so we do not recommend using template emails. A/B testing can help find the best option. With this approach, the profitability of advertising campaigns [**increases by 28%**](https://www.litmus.com/resources/email-marketing-roi/).

Read the research. It has already been proven that the best time to engage customers is from 7:00 am to 10:00 am on Mondays and Thursdays. Results are much worse on weekends than on weekdays.

<Img
img="/uploads/vremya_otpravki_d60b798788.png"
alt="The best time to send emails"
/>

Consistency in sending email campaigns on the same days and at the same time can have a positive impact on engagement. Subscribers can come to expect and even look forward to receiving your emails at those specific times, which can help increase open and click-through rates. 

## 9. Create unforgettable content

You can discuss life hacks, case studies, and advanced techniques for avoiding spam filters, increasing deliverability, and other metrics for as long as you want. However, effective email marketing is impossible without quality content. Send only those emails that you would like to receive yourself.

The proverb "Clothes make the man" is very relevant here. [**69% of users**](https://www.invespcro.com/blog/email-subject-lines-statistics-and-trends/) will consider an email as spam just by reading the subject line. Do not use clickbait and vague phrasing, avoid spam trigger words. Spam filters will not allow an email with an incorrect subject line to reach the inbox. If they consider you a spammer, explaining anything to them is useless.

If you use infographics, stick to the 80/20 ratio. Of course, high-quality visuals bring good results, but in an email, text should prevail.

Email providers' algorithms work so diligently that they block the vast majority of spammers and even a little bit more. To avoid being among them, follow the rules of email marketing.

## Conclusion

Revenue from email marketing reached $10 million by the end of 2022, and rapid growth is predicted in the future. However, senders will have to be more careful about the reputation of their domains and IP addresses.

Therefore, it's important to choose reliable tools for setting up your email campaigns, use A/B testing, monitor deliverability, and apply key marketing techniques. In other words, adopting all 9 rules for successful email marketing discussed in this article would be beneficial.

Master the art of email marketing with our 9 rules for successful email campaigns. Improve your deliverability and engagement rates to drive business growth.

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For those who are tired of low open rates and poor deliverability.

Email Deliverability: 9 Rules for Successful Email Campaigns

9 Rules for Successful Email Deliverability

<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

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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.

Customer Data Platform

Omnichannel Marketing

Loyalty programs

Drag-and-drop email designer

Personalized mailings

MVT and A/B testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messaging apps

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