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<Video
url="https://www.youtube.com/embed/ookLKbKz0YE?si=HnK7w_f3ONpoHB8M"
/>

Personalization in marketing has long become a standard. People expect brands to communicate with them personally rather than sending the same offers to everyone.

CDPs help businesses collect customer data in one place, enabling more precise marketing and higher conversion rates.

In this article, we will explore how these platforms work, why personalization is essential today, and how a CDP system delivers real results. We will illustrate this with real-world examples — Altcraft case studies.

## What is a CDP and how do these platforms work

A CDP is a system that gathers customer data from various sources, consolidates it into a unified profile for analysis, and makes it available for business use. The acronym stands for [**Customer Data Platform**](https://altcraft.com/en/request).
 
<Img 
img="/uploads/customer_profile_in_altcraft_8e97a06c98.png"
alt="customer-profile-in-altcraft.png" 
src="Example of customer profile in Altcraft Platform"
/>

Unlike a [**CRM**](https://altcraft.com/glossary/what-is-a-crm-system), which typically stores sales data, or a [**DMP**](https://altcraft.com/blog/differences-between-cdp-dmp-esp-crm-erp), which works with anonymized audiences, a CDP system creates the most comprehensive profile for each customer. For example, the Altcraft CDP platform tracks purchase history, website behavior, responses to advertising campaigns, interactions with email newsletters, support requests, and other data.
 
<Img 
img="/uploads/tracking_pixel_in_altcraft_platform_d1b0af1f1e.png" 
alt="tracking-pixel-in-altcraft-platform.png" 
src="Altcraft Platform has detected the triggering of a tracking pixel. This event can be used as a trigger in a newsletter"
/>

For example, a person visits an online store, browses products, adds something to the cart, but does not complete the purchase. A CDP platform records their actions, matches them with previous interactions (such as responses to email campaigns), and transmits the data to the relevant systems.

As a result, the customer automatically receives a personalized offer: a discount, a reminder about the abandoned cart, or recommendations based on their interests.
 
<Img 
img="/uploads/reminder_email_in_altcraft_fcc59c3394.png" 
alt="reminder-email-in-altcraft.png" 
src="Example of a reminder email in Altcraft"
/>

CDP does not just accumulate data—it makes it easy to use. It helps segment the audience, launch personalized campaigns, and analyze their effectiveness in real time.

## Why personalization is essential

Customers no longer respond to mass advertising; they expect brands to engage with them personally — considering their interests, offering the right products at the right time, and speaking their language. If this doesn’t happen, they simply turn to competitors.

Companies understand this but don’t always execute personalization correctly. While 85% of brands believe they provide a personalized experience, only 60% of customers agree ([**Segment**](https://gopages.segment.com/rs/667-MPQ-382/images/State-of-personalization-report_reduced.pdf)). As a result, audiences feel a lack of personal approach — 61% of buyers say brands engage with them in the same way, without considering their individual needs ([**Salesforce**](https://www.salesforce.com/resources/articles/customer-expectations/?sfdc-redirect=369)).

Yet, personalization directly impacts revenue. 80% of companies report that after implementing a personalized approach, customers started spending more — on average, 38% more ([**Twilio/Segment**](https://cdn.ciptex.com/website/State-of-Personalization-Report-Twilio-Segment-2023-1.pdf)).

## What personalization brings to marketing

- **Increased conversions.** Personalized recommendations and trigger-based emails perform significantly better than uniform offers for everyone. Customers receive relevant deals and are more likely to make a purchase. With CDP, businesses can analyze data more accurately and calculate conversion rates for each segment—helping assess campaign effectiveness. 

- **Higher customer loyalty.** When a company understands its audience’s needs and offers relevant solutions, customers appreciate the approach and keep coming back. 

- **Optimized costs.** Personalized campaigns ensure that budgets are spent on truly effective strategies rather than being wasted on broad, unfocused marketing efforts. 

Without personalization, marketing turns into a chaotic shot in the dark. CDP Altcraft solves this problem by consolidating customer data and enabling marketing that targets real people instead of relying on generalized metrics.

Personalization becomes possible when businesses have a complete and up-to-date understanding of their customers. CDP helps gather all data in one place and use it for precise marketing communications.

### What personalization with Altcraft Platform offers marketers in practice

- **Creating detailed audience segments.** You can go beyond simple demographics like gender and age by factoring in customer behavior—what they purchased, which pages they viewed, and how they responded to emails. This enables the creation of highly targeted segments with high conversion rates. 

- **Automating personalized campaigns.** The CDP platform integrates with CRM and other tools, allowing automatic launches of personalized offers, notifications, or retargeting based on user actions. From welcome messages to service renewal reminders, you can build complex workflows and respond to customer behavior in real time. This reduces team workload while increasing audience engagement. 

- **Analyzing personalization effectiveness.** In Altcraft Platform, campaign performance can be tracked in real time. The system quickly processes data and generates 14 reports with 13 grouping options. Cohort analysis is available by weeks and months with key metrics like clicks, opens, Open Rate, CTR, and their ratios. The conversion funnel can be customized for any task—from email templates and audience segmentation to tracking target actions like purchases or app interactions. A goal-based report tracks sales, inquiries, and customer interest, assigns value to them, and automatically structures all collected data. 

- **Adapting content.** Emails and notifications can include variables like personalized greetings, individual discounts, or order status updates. Data is updated automatically, ensuring that customers always receive the most relevant information.

For example, an online store can go beyond simple cart abandonment reminders by tailoring recommendations based on previous purchases. A bank can send personalized loan offers based on a user’s behavior in the mobile app.

## What results do companies achieve using CDPs?

The omnichannel [**Altcraft Platform**](https://altcraft.com/en) collects customer data from all available channels and consolidates it into a single profile. This helps businesses better understand their audience, segment clients more accurately, and build personalized communication. Emails, notifications, and messages in messengers all work as a unified system, ensuring that customers receive the right information at the [**right time**](https://altcraft.com/blog/ml-best-send-time).

This automation delivers fast results: 76% of companies report that investments in CDP marketing pay off within the first year. Let’s look at how this works in real-world cases.

### [**AlfaStrakhovanie**](https://altcraft.com/blog/alfastrakhovanie-increased-crm-marketing-profit)

The company uses its internal CDI system to segment clients based on various criteria: active products, customer inquiries, insurance claims, and even psychological profiles. These data are then transferred to the Altcraft platform, which performs additional segmentation and triggers personalized offers. The result—customized messages for each client, selected from over a billion possible combinations. The average CTR for these messages is 39%.

### [**Online cinema PREMIER**](https://altcraft.com/blog/case-study-online-cinema-premier)

The company segmented its customer base by subscription type and set up personalized email campaigns for each segment, including film recommendations, new releases, and special offers. As a result, Open Rate increased by 1.5 times, and Click Rate doubled in just six months.

Additionally, PREMIER implemented triggered emails: when a customer submits contact details, the information is automatically sent to the Altcraft platform via API, triggering an SMS with a confirmation code. This system filters out non-target contacts, allowing the company to focus only on high-quality leads.

### [**CUVA, a gift card service**](https://altcraft.com/blog/how-cuva-implemented-personalized-marketing-and-achieved-better-sales-results)

CUVA used the Altcraft Platform to segment subscribers who had not opened emails in the last nine months. They then divided them into three groups: those who had not opened emails for three months, those who had read emails but did not click, those who had opened an email but did not make a purchase. Each group received a personalized message: one received valuable content, another was sent a survey, and the third got a promo code for a discount. This strategy helped re-engage customers and boost sales.

Additionally, CUVA implemented an omnichannel strategy by synchronizing its email channel with the call center. If a customer opened an email but did not complete a purchase, the data was transferred to the call center, where an operator helped finalize the deal. This approach allowed CUVA to work more efficiently with hot leads and increase conversions.

## Conclusion

A CDP platform is a powerful tool that enables businesses to collect, analyze, and utilize customer data to create personalized offers. With it, marketers can fine-tune their communication strategies, increasing both relevance and effectiveness.

Personalization has become a key factor for companies looking not only to attract customers but also to retain them. By leveraging CDP, businesses can significantly increase conversion rates and enhance audience engagement.

CDP helps businesses use customer data for personalized marketing, boosting conversions, engagement, and retention through tailored communication.

how-to-increase-conversions.png

About how marketing automation platforms work, why personalization is essential today, and how a CDP system brings real results.

CDP and Marketing Personalization: Increasing Conversions

CDP and Marketing Personalization: How to Increase Conversions

<Video url="https://www.youtube.com/embed/3A_FFiggcN8?si=Lraq_RotIAJKzojC" />

Brands that use cross-channel marketing achieve a [**retention rate**](https://altcraft.com/blog/retention-rate-how-to-calculate) of [**89%**](https://blog.flarelane.com/nine-statistics-about-cross-channel-marketing-you-should-know/). This is why companies are expanding their communication channels to cover more customer touchpoints. However, this also increases the workload for marketers and the amount of data that needs to be processed.

IT technologies solve this problem by enabling marketing automation. This approach reduces the burden on marketers and enhances the effectiveness of promotional efforts.

In this article, we will explore what marketing automation is, why it is necessary, how it works, and what role [**CDP**](https://altcraft.com/en) plays in this process.

## What is marketing automation

Marketing and sales automation is a strategy based on the use of IT tools to perform routine tasks. Such technologies help reduce the burden on employees, speed up processes, and enhance the effectiveness of audience interactions.

Automated systems take over tasks that require significant time investment, allowing specialists to focus on more complex and strategically important aspects of the business.

For which areas marketing automation can be applied:

**Collection and analysis of customer information.** Data is collected from websites, social media, and other sources, then analyzed and presented to marketers in a convenient and visual report format.

**Audience segmentation.** The marketing automation system uses the collected data to identify separate customer groups for targeted marketing and personalization.

<Note>
Want to learn everything about audience segmentation? [**Read the article**](https://altcraft.com/blog/customer-segmentation-models).
</Note>

**Email, push, SMS, and messenger campaigns.** The marketing automation platform integrates with different promotion channels, allowing messages to be sent from a single source.

**Website management.** There is an automated system for website promotion that handles SEO. Other tools manage dynamic elements on web resources, such as [**pop-ups**](https://altcraft.com/blog/what-popups-are), ads, and more.

**Advertising campaign automation.** In digital marketing, the customer journey can be fully automated. For example, a user clicks on an ad, lands in a chatbot, or receives a message in a messenger based on the contact information they've provided. Then, the message sequence engages them and guides them toward making a purchase.

Automation is also applied to advertising campaigns, including launching targeted and contextual ads. Modern systems can suggest optimal audience options and self-learn to improve efficiency.

**Content publication.** Automation systems allow you to plan and publish content on social media according to a schedule. Some tools can even automatically generate advertising creatives, partially replacing the work of a designer.

## How automation increases marketing efficiency

According to forecasts, the marketing automation market will exceed [**11 billion**](https://www.statista.com/topics/10768/marketing-automation/) dollars by 2030, significantly higher than the 2024 figure. This growth is driven by the fact that automated processes improve marketing and overall business efficiency by optimizing customer interactions and reducing operational costs.

### What are the benefits of marketing automation?

**Time savings.** When routine tasks are automated, marketers have more time and resources for strategic planning and analytics. Specialists are no longer overloaded with operational work, allowing them to work more productively, objectively assess results, and generate new ideas for business development.

**Faster marketing processes.** Automating email campaigns and other communications allows you to set up a promotional campaign once, and then only make adjustments. This eliminates the need to manually send messages to each customer, which saves time and enhances the effectiveness of audience engagement.

When using a customer data platform (CDP), the collection of customer data is significantly sped up, and human error is eliminated.

**Implementation of comprehensive strategies.** Automation enables an omnichannel marketing strategy — seamless communication with customers through integrated channels. This makes interactions more convenient and personalized while ensuring a more consistent customer journey. As a result, the likelihood of conversion increases, as users receive a cohesive experience at every touchpoint with the brand.

**Personalized marketing.** Modern automation systems collect and analyze vast amounts of customer data, allowing businesses to create tailored offers. For example, a customer data platform (CDP) aggregates information about purchases, website activity, and interactions within a company's app. The system then analyzes this data to generate the most relevant offers. This approach enhances user engagement and increases conversion rates.

<Note> For more details on personalization, read the article: [**"4 Сustomer Segmentation Models for Content Personalization in 2024"**](https://altcraft.com/blog/customer-segmentation-models). </Note>

**Faster communication.** Automation enables instant responses to user inquiries, significantly improving the customer experience. Chatbots, automated email campaigns, and other tools help quickly address questions, reduce wait times, and engage the audience in meaningful interactions.

**Transparency and process integration within the company.** Automated systems consolidate user data, allowing businesses to track marketing and sales performance in real time. Analytics help identify weak points in the sales funnel, determine where audiences drop off, and pinpoint opportunities for growth. This leads to better collaboration between teams and improved overall business efficiency.

**Data-driven approach.** Marketing campaigns are built on data analysis and insights from previous strategies, making them more manageable and predictable. Using data allows businesses to optimize budgets, personalize communications, and adjust strategies in real time.

## Why marketing automation increases profitability
Automation fundamentally transforms marketing and sales processes, directly impacting conversion rates. Personalization, fast customer interactions, enhanced user experience, and data-driven campaigns ultimately drive business revenue.

Statistics show that [**80%**](https://www.invespcro.com/blog/marketing-automation/) of professionals using marketing automation have reported an increase in lead generation, while [**77%**](https://www.invespcro.com/blog/marketing-automation/) have seen a rise in conversions. This means that the investment in automation not only pays off but also leads to business growth.

## How to implement marketing automation

To successfully implement marketing automation, follow these key steps:

1. **Set clear goals.** Define measurable KPIs, such as conversion growth, increased sales, or cost reduction. 

2. **Analyze your target audience.** Segment customers to understand their needs and the most effective communication channels. 

3. **Create a customer journey map ([**CJM**](https://altcraft.com/blog/communication-map-and-cjm)).** Identify stages that can be automated. 

4. **Choose the right software.** Decide whether to use an existing solution or develop a custom one. 

5. **Implement the system.** Configure processes in IT tools and integrate them with internal systems and channels. 

6. **Develop a content strategy.** Adapt marketing campaigns for automation. 

7. **Analyze and optimize.** Continuously track performance and adjust the strategy accordingly.

## How marketing automation tools work

The choice of a marketing automation system depends on a company's scale, budget, goals, and tasks. These can include CRM, CDP, email marketing services, analytics tools, and other solutions with different functionalities and capabilities.

Let’s explore which processes can be automated using one comprehensive solution — [**Altcraft CDP Platform**](https://altcraft.com/en/setupDemo).

**Customer data collection, analytics, and management.** The platform enables businesses to collect, analyze, and manage customer data in a single interface while ensuring high security and protection. A user profile accumulates detailed information about customer actions from various sources. The accuracy and volume of data allow for precise audience segmentation, leading to more effective engagement.

 <Img
img="/uploads/client_profile_3114064071.png"
alt="Customer data collection"
/>

**Personalized messaging.** Altcraft CDP leverages customer data to personalize messages, ensuring that each user receives a tailored offer or a unique promo code. The content automatically adapts to individual interests, increasing engagement and conversion rates.

<Img
img="/uploads/email_letter_with_personalization_4a7411ebc7.png"
alt="Personalized messaging"
/>
 
The platform supports all types of messaging, including complex email sequences and fully automated advertising campaigns.

**Advanced analytics.** Reports are generated in real time, with customizable sales funnels. The platform enables cohort segmentation, grouping users based on specific actions, and analyzing marketing campaign performance.

**Omnichannel marketing.** Altcraft CDP integrates with multiple communication channels, enabling a seamless omnichannel marketing strategy. Businesses can send messages via email, SMS, push notifications, and messengers, ensuring smooth and consistent customer interactions.

## Summary

Marketing automation is the [**use of digital tools**](https://altcraft.com/glossary/what-digital-marketing-is-and-how-it-works) to handle routine tasks. It replaces manual work in messaging, analytics, data collection, promotion, and even sales.

Automated processes streamline workflows, save time, and enhance customer experience. They enable the implementation of complex strategies, personalized offers, campaign control, and operational transparency. As a result, automation not only boosts profits but also ensures a return on investment.

Marketing automation streamlines tasks, saves time, enhances CX, enables personalization, and boosts profits while ensuring ROI.

what-is-marketing-automation.png

About what marketing automation is, why it is necessary, how it works, and what role CDP plays in this process.

What is Marketing Automation & How Does It Increase Profit

What is Marketing Automation and How Does It Increase Profit

<Video
url="https://www.youtube.com/embed/baZJdJRU3yA?si=D5qj3tGoY_CN6kow" 
/>

Every day, millions of systems exchange information with each other. While the processes may look the same from the outside, the way data is transmitted internally varies.

These methods differ in request mechanics and other criteria. Some of the most popular approaches include API, WebSocket, and WebHook. These well-known mechanisms are used to connect internal and external systems.

In this article, we will explore what API, WebSocket, and WebHook are, how they differ, where they are used, and which method to choose for development.

## API: What it is and where it’s used


**API** is an application programming interface that acts as an intermediary between services interacting with each other. It can be loosely referred to as a "contract" that specifies what information can be entered, what can be retrieved, and what actions can be performed. The application programming interface regulates data transmission and ensures its integrity on both sides.

### How API works

Service #1 wants to retrieve information from Service #2. To do this, it calls Service #2’s API to specify the actions that need to be performed. Service #2 also sends data not directly, but through the API interface. This way, Service #1 doesn’t need to delve into the internal processes of Service #2’s program to obtain the necessary information.

APIs are classified into open and closed. Open APIs are intended for use by third-party developers. They are used when creating services that will exchange data with a program providing a public API. In other words, developers leverage existing solutions for their projects. Closed APIs are used for internal tools within companies, and access to them is restricted for third-party developers.

### Where API is used

Many services and applications that are needed by users in business and daily life operate via API. Online maps, which integrate data on road congestion and traffic movement, flight booking aggregators, calendars for scheduling meetings and appointments with specialists — these tools work with APIs. This technology is also used for conducting transactions and simplifying registration across multiple services using data from an existing account. For example, one can log in to an online store using a Google account or to an educational platform using VK ID. There’s no need to create a new password; simply confirm the login through the existing account.

## WebSocket: what it is and where it is used

**WebSocket** is a technology that provides two-way, continuous real-time data transfer between the client (user) and the server. It allows for fast and seamless information exchange without delays, eliminating the need to refresh the page to display new data. WebSocket uses HTTP only during the connection setup phase, after which it switches to its own protocol that ensures two-way communication.

### How WebSocket works

With WebSocket, the user can send requests and receive quick responses from the server. Moreover, when information on the server is updated, it is automatically sent to the user, even if they did not initiate the request. This is possible because of the continuous data transfer channel, which is established through a single initial connection and remains open without needing to restart. A restart of the channel is only required if a WebSocket error occurs.

### Where WebSocket is used

The WebSocket technology is essential for online services where interactive and rapid communication is important. It is widely used in online games, where constant real-time data exchange is required. WebSocket is also applied in social networks for sending push notifications, such as notifying users of their order status when it is updated.

This technology is also utilized in messaging apps, where instant message delivery is critical. WebSocket facilitates fast data updates on trading platforms, where exchange rates and quotations change in real-time. Furthermore, the protocol is indispensable in collaborative applications, such as interactive whiteboards, where user actions need to be synchronized in real-time.


## Webhook: what it is and where it is used

A **webhook** is a way for a system to quickly respond to user actions. To put it simply, a webhook is a mechanism that sends a notification or data when a specific trigger occurs.

### How Webhook works

To understand how a webhook works, let's break down how to create one. First, a user address is formed, where messages from the server will be sent. Then, the actions that will trigger the webhook are defined. When an event (such as a client request) occurs, a notification is sent to that address.

For example, when a person places an order on a website — this is the trigger that activates the webhook. A response is sent to the action: a payment link is sent via SMS.

### Where webhook is used

This method is used in marketing and sales to quickly interact with customers. Primarily, it is used for notifications about various events: an order placed, a new comment, a request, a status update, a like, a repost, and more. Webhook is also used for marketing automation and personalizing offers. Information can be sent through a webhook to platforms like bots, SMS, [**email**](https://altcraft.com/blog/types-of-email-newsletters-and-what-are-they), push notifications, and more.

The technology also optimizes internal data processing within a company. Triggers can include events like order reception in a store, system failures, the start and end of a process, and so on.

## API, WebSocket, and WebHook: What’s the Difference

These mechanisms serve as communication methods between different services and applications. They mainly differ in how the request is executed. Additionally, the type of communication varies: it can be either one-way or two-way. The differences are clearly shown in the table.

<Table>
| | **API** | **WebSocket** | **Webhook** |
| ------ | ------ | ------ | ------ |
| **Request** | Initiated by the user, who receives a response to it at a specific time. | Queries are exchanged continuously due to two-way data exchange. | It is created based on an event (selected trigger). |
| **Connection** | Two-way | Two-way | One-way |
</Table>


## API, WebSocket, and WebHook: what to choose

The choice of technology depends on technical capabilities and the functions that need to be performed. Limitations of the methods should also be considered, as they can become a decisive factor.

### API

Useful when you need to use data from a third-party application to develop your own. It is suitable for systems that quickly respond to requests. API is a flexible interface with extensive functionality, relatively simple, and does not require complex configurations. When working with an API, ready-made tools are used, which significantly simplifies development and reduces costs.

A drawback of the interface is the inability of the server to reconnect with the browser if needed. Additionally, not all services provide open APIs.

### WebSocket

A mechanism best suited for services that require continuous real-time communication. The protocol is compatible with most resources and works equally well with websites and mobile applications.

However, in terms of speed, this option is more suitable for web-based solutions than for applications, as it requires significant resources. Additionally, it is difficult to scale.

### WebHook

Used in cases where a quick response to user actions is required, while resource consumption needs to be minimal. Server load is reduced since data is transmitted only at the moment of an event. This solution is quite versatile, easily scalable, but requires initial configuration. Webhooks are particularly useful for services utilizing marketing campaigns.


## Summary

Various methods exist for exchanging information between online services. API acts as a kind of contract that defines the rules for data transmission. This interface can be open to third-party developers, allowing them to use ready-made solutions. API is used when quick responses to requests are needed and when simplifying the development process is a priority.

WebSocket is a method of bidirectional data transfer, used in services where interactive real-time communication is essential.

Another approach, WebHook, works by sending notifications in response to a predefined trigger. It is most commonly used for marketing campaigns and other types of alerts.

The choice of data exchange method depends on the type of services and business needs, including speed, reliability, and cost.

API, WebSocket, and WebHook are methods for data exchange between services, chosen based on speed, reliability, and business needs.

api-webhook-websocket.png

About what API, WebSocket and WebHook are, how they differ, where they are used and which method to choose for development.  

Choosing between services:API, WebSocket & Webhook

API, WebSocket, or WebHook: what’s the difference and which one to choose

<Video
url="https://www.youtube.com/embed/CJ4Gc_JUbgM?si=n7to57lv8UPaH8yD"
/>

Traditionally, the New Year is a time for change and planning both personal and business goals. For centuries, people have drawn inspiration from the symbolism of the Chinese zodiac, where each year is represented by an animal, with the cycle repeating every 12 years. Each symbol has unique characteristics defined by its color and "element" (natural force).

2025 is the year of the Green Wood Snake, which is just around the corner. Businesses still have time to prepare and plan their activities to attract good fortune. We’ll explore what this year's symbol means for marketers, how companies can prepare to stay relevant and succeed, and how the magic of the zodiac can guide us. Whether you believe in the stars or not, today, let the magic feel real!

## What the symbol of the Green Wood Snake represents

The snake holds a special place in Chinese culture, as these creatures have long been regarded with deep respect. They symbolize nature and wisdom, appearing in jewelry and even divine imagery. For instance, the goddess Nüwa was depicted with the body of a snake and a human head. Even today, in some regions of China, finding a snake in your yard is considered a good omen.

While real snakes often provoke fear due to their danger and unpredictability, the zodiac’s star symbol is entirely different.
The snake’s green hue signifies calmness and wisdom. It embodies flexibility, adaptability, and creation. The Green Snake symbolizes growth, the ability to adjust to new circumstances, a constant upward drive, and honesty toward the world.

The coming year will be favorable for organizations that approach their marketing and processes thoughtfully. The snake dislikes chaos and abrupt moves, favoring those who act with reason and patience.

Flexibility and adaptability — qualities of this year’s symbol — are equally vital for businesses. Success will come to those unafraid of change, open to innovation, and capable of responding effectively to new circumstances. However, there should be no impulsive decisions—only a well-thought-out and clear strategy. With this approach, a company can achieve growth and prosperity.

## What challenges will businesses face in 2025?

Here, we’ll shift from horoscopes to existing trends that are set to intensify. However, the recommendations tied to the year of the Green Wood Snake remain highly relevant in the context of these “earthly” challenges.

### AI will continue to take over the world

Companies will no longer be able to ignore artificial intelligence in marketing and other areas. According to forecasts, the AI market will continue growing at a rate of [**28.46%**](https://www.statista.com/outlook/tmo/artificial-intelligence/worldwide) annually, reaching [**$826 billion**](https://www.statista.com/outlook/tmo/artificial-intelligence/worldwide) by 2030. For instance, ChatGPT attracts more than [**3.66**](https://explodingtopics.com/blog/chatgpt-users) billion users monthly, highlighting the high demand for AI-powered tools.

The reason is the increasing volume of data businesses collect through various marketing channels. The complexity of manual data processing, the risk of errors, and the workload on specialists will push companies to adopt AI-based services more quickly. This is especially true for digital marketing, where neural networks not only process data but also generate content.

<Img
img="/uploads/AI_v_marketinge_e9492c1f7b.jpg"
alt="AI takes over the world"
/>

### The growing volume of data

The trend toward [**omnichannel**](https://altcraft.com/blog/omnichannel-and-multichannel-marketing) strategies will increase the amount of information businesses receive as they conduct primary marketing communications. The more touchpoints a business has with a customer, the higher the likelihood of successful conversion. Therefore, companies will need to adapt to customer-preferred communication methods, be accessible on all platforms, and handle large-scale data (big data).

To respond promptly to user actions and gather data, businesses will continue implementing marketing automation. Currently, [**79%**](https://www.emailvendorselection.com/marketing-automation-statistics/) of marketers report automating the customer journey, and this trend is set to grow. By 2030, the marketing automation market is projected to reach nearly [**$14 billion**](https://www.emailvendorselection.com/marketing-automation-statistics/).

With this growth, it will become crucial not only to automate data storage but also to ensure accurate data collection and processing. Machine learning can assist professionals in achieving this.

### The need for personalization

[**80%**](https://ecommercebonsai.com/personalization-statistics/) of consumers are more likely to purchase a product if the offering is personalized, and [**66%**](https://ecommercebonsai.com/personalization-statistics/) expect brands to address their individual needs. Therefore, in 2025, every campaign and communication must be designed to align as closely as possible with individual preferences.

<Img
img="/uploads/personalized_mailing_521a5cd74c.jpg"
alt="Personalized mailing from Etsy based on individual preferences"
src="Personalized mailing from Etsy based on individual preferences"
/>

Personalization is only possible with sufficient customer data that is effectively processed and analyzed. Specialized platforms make this feasible: Customer Data Platforms (CDPs). These multifunctional systems aggregate information from multiple sources, process, store, and utilize it to tailor offers to individual users. For example, in [**Altcraft Platform**](https://altcraft.com/en), data is consolidated into a unified dashboard from all available channels. The platform also supports email campaigns, Push notifications, SMS, and messenger communications.


### The need for data protection

As the volume of data grows, the number of cyberattacks and data breaches also increases. Global financial losses from such incidents have risen from [**$3 trillion**](https://www.embroker.com/blog/cyber-attack-statistics/) in 2015 to an estimated [**$10.5 trillion**](https://www.embroker.com/blog/cyber-attack-statistics/) in 2025. These breaches result in not only economic losses but also reputational risks and legal issues.

In the coming year, businesses will need to strengthen the security of personal data and the systems processing it. Users want assurance that their information won’t be shared with third parties, making automation a compelling argument for consumers. For instance, when an email campaign service operates without direct human access to email databases and other information, data theft becomes impossible.

### The shift of commerce to marketplaces

Currently, 2.71 billion people worldwide shop on marketplaces. By 2025, the number of online shoppers is expected to reach 2.77 billion. Next year, e-commerce will continue solidifying its position in product sales, prompting businesses—including offline sectors and digital marketing—to adapt to this channel.

Mobile traffic is also increasing in marketplace shopping. According to [**data**](https://www.statista.com/topics/871/online-shopping/#topicOverview) from the third quarter of 2024, smartphones dominate when visiting online store websites. This underscores the importance of optimizing selling resources for mobile devices, including mobile-friendly websites and the development of dedicated apps.

<Img
img="/uploads/the_development_of_dedicated_apps_c52090711b.jpg"
alt="For example, L’Oreal has a virtual try on service within their app"
src="For example, L’Oreal has a virtual try on service within their app"
/>

### Economic uncertainty

Global instability, geopolitical conflicts, fluctuations in exchange rates, and key interest rates are likely to continue influencing businesses in 2025. This means potential changes in supply chains, rising prices, and the withdrawal of companies and services from local markets. During times of crisis, customers become more selective and demanding regarding their expenditures. Loyalty to a brand and a clear understanding of the value of purchasing a product or service take center stage.

In such a situation, businesses need to build stable and well-thought-out relationships with their customers and increase engagement in communication. This requires the development of a sound marketing strategy.

## How marketers can tackle the challenges of 2025

- **Create a promotion strategy.** Remember, the symbol of the year is the snake (a sign of wisdom), so moving forward without a clear roadmap is unwise. At the same time, it’s essential to account for the surrounding instability and prepare a backup plan. 
- **Adopt flexible tools** that can adapt to new economic conditions and shifts in user preferences. Such services include CDPs, which create proprietary databases and use them for personalized offers. 
- **Apply a data-driven approach in your work:** analyze customer preferences using AI capabilities that process large volumes of data, [**predict user behavior**](https://altcraft.com/blog/ml-best-send-time), and generate personalized offers. 
- **Automate routine processes** to improve efficiency, speed up responses to customer inquiries, and free up time for strategic planning. With Altcraft Platform, you can implement any marketing strategy, including omnichannel campaigns, personalized offers, mailings, testing, and more. 
- **Ensure transparency across all marketing processes.** In times of uncertainty, it’s crucial to avoid internal chaos. Only a well-thought-out system for data collection, storage, and analysis will provide stability and confidence, which will be especially critical in 2025.


## Summary

The green snake, the symbol of 2025 in the Chinese calendar, will bring success to those who demonstrate flexibility, wisdom, and conscious planning. Businesses will face new challenges: the growing influence of technology and AI, the increasing volume of data and the need to protect it. The demand for a personalized approach will intensify, and the transition of commerce to marketplaces will accelerate. Meanwhile, companies will need to operate in an environment of economic and technological uncertainty.

To improve business performance, marketers must act strategically, demonstrate flexibility, and implement systems that can quickly adapt to new challenges. It’s crucial to rely on data for planning and personalization while ensuring transparency in the processes of data collection and storage. One solution to tackle these challenges is the use of CDPs. And, of course, don’t underestimate the role of good fortune in the year of the green snake!

The green snake of 2025 favors flexible, wise planning. Marketers must embrace AI, personalization, CDPs, and data transparency to thrive.

The-green-snake.png

About what CM and CJM are, how they differ, their roles in your business’s success, and which approach is best to use.

Green Snake 2025: A Symbol of Business Success for New Year

Green Snake: How a Symbol of Flexibility and Adaptability Can Help Businesses in 2025

<Img
img="/uploads/ml_0326f2f4c4.png"
alt="Best Send Time"
/>

The world is changing rapidly, and those who can adapt to modern technologies stay one step ahead of their competitors. Today, we’ll discuss how machine learning (ML) is transforming the field of marketing.

Machine learning (ML) is a technology that enables systems to analyze data, identify patterns, and use them to make predictions or decisions without requiring manual programming for every step.

The relevance of ML in marketing cannot be overstated. It helps not only with segmenting target audiences but also with optimizing advertising campaigns, forecasting sales, and even personalizing offers. For instance, predictive analytics algorithms can process vast amounts of data on user behavior on a website and recommend products that align with their interests. This not only boosts conversion rates but also enhances the user experience.

There is a wide range of machine learning algorithms available, each designed to solve different types of tasks. Choosing the right mechanism can significantly influence the final analysis results. Let’s take a closer look at one of the most popular models developed using ML methods — the Best Send Time model.
 
<Note>
To learn more about other applications of machine learning algorithms, check out our article "[Forecasting Marketing Trends with Data Analysis and Machine Learning](https://altcraft.com/blog/forecasting-marketing-trends-with-data-analysis-and-machine-learning)."
</Note>

## Best Send Time model

The Best Send Time model helps determine the optimal time to send a message to a customer. Why is this so important?

Imagine sending a promotional message at 3 a.m. What are the chances that the customer will see and open it? Or, consider sending it on an inconvenient day when your target segment is preoccupied with other tasks—the message might simply go unnoticed. Poor timing can lower open rates, diminish customer engagement, and ultimately lead to a drop in revenue.

One of the major international companies approached us to integrate the Best Send Time model into their marketing strategy. The client faced challenges in accurately segmenting their database for message timing. Due to the sheer volume of data, they couldn’t handle the task on their own and entrusted it to our team. How did the process of "creating" and "bringing to life" the Best Send Time model within [**CDP Altcraft**](https://altcraft.com/en/features/cdp) unfold? **Denis Chumachenko**, the company’s CEO, shares the story.

### — Denis, in your opinion, how does machine learning impact marketing?

— In today’s world, machine learning significantly accelerates and optimizes processes by automating routine tasks. Marketing professionals use it to predict user behavior, allowing them to adjust their strategies. For marketers, it’s crucial to predict the best time to send communications, as this increases the likelihood of messages being opened and products being purchased. One of the key goals of marketing is generating sales, which means striving to boost them and engage customers more effectively.

### — Can you explain the essence of this model and its unique features?

— There’s a common belief that the process simply involves creating multiple time intervals and, based on segmentation, concluding that if a person clicked at a certain time before, they will click again at the same time. However, this is an incorrect approach. What if the calculations show their active time is 2 p.m., but it’s already 3 p.m.? Should you wait until the next day? That’s illogical. In reality, people have several active periods throughout the day. Our model determines when the client is most ready to engage while also considering their nearest active time window. This ensures you never miss the best moment to send a message to your audience. That’s undoubtedly a key feature of the Best Send Time model in Altcraft.


### — How was the model created, and what challenges did you face?

— Initially, we chose the Gradient Boosting method to solve the task and used the [**XGBoost**](https://xgboost.ai/) library. However, this approach turned out to be unsuccessful, as it didn’t provide the required performance on large datasets. To speed up predictions, we retrained the model using the [**CatBoost**](https://catboost.ai/) library and achieved a performance increase of more than 30 times compared to the initial version. We also faced the challenge that no ready-made library for working with CatBoost existed for our main programming language, GoLang. So, we had to develop one from scratch. We named it CatBoostGo and began actively using it to solve machine learning tasks within our team. The final result of our work was the previously mentioned Best Send Time model, which predicts the best time to send a message with mathematically confirmed accuracy of 82%.

### — But why not 100% or something close to it?


— The model in question analyzes clients’ historical data. It processes information about each user and their activity. At the right moment, when a marketer needs to initiate communication—like within a specific scenario—the model predicts the optimal time for this in real time. It’s worth mentioning that data processing and predictions occur very quickly, even on large volumes, up to 100 million profiles. Regarding accuracy: if an ML model shows 100% accuracy, it likely means there’s an error in the training process, or the answer to the question is contained within the question itself. For predicting the best time to send messages, accuracy between 80% and 90% is considered excellent. The 82% accuracy figure was achieved using very large datasets provided by the client, containing data on individuals from various countries worldwide. However, when we narrowed the dataset to focus on a single country, the model demonstrated 93% accuracy.

### — What enabled you to achieve such results?


— I believe it’s simply because our team consists of highly skilled professionals who approach familiar challenges with fresh perspectives. We also owe a great deal of gratitude to our client, who provided the data for training; without it, we wouldn’t have achieved such results. The Altcraft team is always open to new proposals and ready to implement any innovative ideas.


### — What advantages set Altcraft Platform apart from similar solutions?


— Modern software often comes with an overwhelming amount of functionality, making it difficult to navigate. Users expect AI to automatically handle all tasks for them, but this approach comes with a limitation: an ML module taking full control prevents users from making adjustments or customizing settings.
At Altcraft Platform, we strive to maintain a balance between automation powered by ML models and functions that users can manage themselves.

<Note>
For more detailed information about how the Best Send Time model works within the CDP Altcraft platform, please refer to the [documentation](https://guides.altcraft.com/en/user-guide/segmentation/89325640/).
</Note>

## Conclusion

It can be confidently stated that [**machine learning**](https://altcraft.com/blog/customer-data-for-machine-learning) is becoming a key tool in the arsenal of the modern marketer. The ability to analyze vast amounts of data, uncover hidden patterns, and predict consumer behavior opens up new horizons for optimizing strategies and improving campaign efficiency. Integrating machine learning into marketing processes not only helps businesses better understand their audience but also provides a competitive edge in a dynamically changing market. In a world where data plays a pivotal role, leveraging machine learning is not just a trend but a necessity for achieving success!

Machine learning empowers marketers to analyze data, predict behavior, optimize strategies, and gain a competitive edge in a data-driven world.

ml.png

About how machine learning is transforming marketing. Let's look at one of the popular models in the Altcraft Platform - Best Send Time.

Best Send Time: Insights from Altcraft’s CEO on ML

Algorithms vs Intuition: A Conversation with Altcraft’s CEO on ML – The Best Send Time Model

<Img
img="/uploads/marketing_trends_with_data_analysis_and_machine_learning_0e6843230d.png"
alt="Forecasting Marketing Trends with ML"
/>

The volumes of information in the world are enormous, and trends in digital marketing change at a staggering pace. Just as marketers finish studying the market and digital environment, they find themselves having to start their research anew.

It's crucial to think about the future in advance: how consumer behavior, fashion, and promotional tools will change. The first option is to "guess" and rely on vision, intuition, and experience, making marketing management unpredictable.

The second path is [**to use a data-driven approach**](https://altcraft.com/blog/data-driven-marketing) that provides accurate forecasts. For example, choosing data analysis in marketing through machine learning to "predict" trends.

The article will explore why forecasting marketing trends is important, the role of it, and how machine learning works in this context.

## Why forecast marketing trends

Audience preferences change rapidly, so marketers need to "catch the wave" before customer interests shift. This applies to both global trends and local changes. Lagging brands won't gain anything if they miss a trend. Knowing in advance what will be relevant allows for preparation. Then the company's marketing strategy can adapt to changes.

Forecasting trends is a path to precise planning and risk reduction. Marketing analysis will indicate where to direct resources and how to gain benefits. Trend forecasting is useful not only for creating advertising campaigns but also for the brand's products themselves. This approach simplifies promotion because the product already has an advantage. For example, a popular color, features, and the right values that meet society's needs.

"Looking" into the future provides insights into which creative marketing campaigns and promotion formats yield results. There's still time to come up with new ideas and explore new tools and communication channels.

Tracking trends in marketing is crucial for businesses to avoid becoming outdated. The competition for attention continues constantly, and those who can adapt to changes and offer something new emerge victorious.

## Data analysis for marketing

When marketing is based on data analysis, forecasting becomes more accurate, and marketing becomes more manageable, reducing guesswork. Predictive analytics is a reliable way to plan marketing actions and advertising budgets.

A sufficient amount of information about past campaigns will also indicate weaknesses and guide efforts to work on mistakes. Every marketer should conduct data analysis before launching advertising, sending out campaigns, or creating a content plan to properly [**segment the audience**](https://altcraft.com/blog/how-and-why-to-segment-target-audience).

This way, the development of the marketing strategy will be tailored to a specific user group, enhancing [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters), ultimately leading to greater predictability of results.

## Machine learning for marketing

The volume of data is growing, and a human cannot manually process such vast information. The problem is solved by [**marketing automation**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development), which includes machine learning — a method of artificial intelligence. Robots collect and analyze large datasets, and machine learning transforms the information into something useful for marketing purposes. Marketers begin to:

- **Properly understand and interpret the gathered information.** The application of machine learning eliminates human factors and subjective assessments. Information about orders, purchases, feedback, and preferences is not lost and is considered in data analysis. 

- **Explore the customer in 360 degrees.** AI technologies can process terabytes of internal (customer database, email campaign results) and external (social media comments, likes, reposts, etc.) data to identify patterns. The result of such analysis is precise personalization of offerings. 

- **Predict trends.** Machine learning in marketing is essential for identifying future trends in customer behavior and user preferences. This approach is valuable for refining products, services, and content.

Predicting trends through machine learning differs from trend watching, which is the method of finding trends here and now because ML forecasts trends are based on historical data and "looks" into the future.

## How machine learning predicts trends

To apply machine learning in business, researchers go through the following stages:

1. Gather information. Sources include internal databases from CDP, data from external third-party resources, and so on. 

2. Cleanse and enhance the information. It is crucial to minimize errors and collect comprehensive data to enable the AI to learn correctly. This stage involves adjusting the data to the required format. 

3. Determine which machine learning model to use for forecasting.

<Table>
| Learning model | What it means | What kind of forecasting is useful for |
| ------ | ------ | ------ |
| With a trainer | A person provides the system with data labeled according to specific rules. | When results are limited in number; if categorization of data is needed. |
| Without a trainer | The algorithm retrieves the data without partitioning. | To predict future purchases, and to clean up information for the next steps. |
| Involving trainers in part | A small fraction of the data is labeled, but most of it is unlabeled. | When you need to process documents where there is a lot of information. |
</Table>

4. Initiate model training and monitor its success: check the results it produces. If the forecasting is successful, the model is potentially used for other predictions with new data.

## Examples of trend forecasting

Since 2018, the [**Pyaterochka**](https://www.retail.ru/news/x5-primenit-mashinnoe-obuchenie-v-marketinge/) retail chain has been using machine learning to customize special offers and promotions in the future. The system relies on customer reactions and sales volumes, with the data anonymized. As a result, the company achieves a personalized approach.

[**Walmart**](https://www.clickz.com/5-businesses-using-ai-to-predict-the-future-and-profit/112336/) predicts the likelihood of customers purchasing a product and personalizes product offerings on the website. Additionally, predictive analytics manages delivery times and other processes to ensure customers receive their products on time.

Platforms dealing with content and advertising also utilize machine learning. For example, on [**VKontakte**](https://vk.com/@smm_pub-neiroseti-za-kulisami-vk-kak-socset-primenyaet-algoritmy), algorithms are essential for optimizing advertising campaigns, particularly for suggesting an audience similar to the advertiser's customers. In other words, the algorithm predicts who else might be interested in the brand's offer.

[**IBM**](https://www.ibm.com/products/weather-company-advertising-accelerator)'s service generates personalized creatives for advertising campaigns and adapts variations for different displays to appeal to users and display correctly. User engagement data is used in this process, and brands like Chevrolet and Mastercard adopt this approach.

[**Netflix**](https://www.argoid.ai/blog/netflix-ai#:~:text=Machine%20learning%20technologies%20are%20at,their%20rating%20and%20watching%20history.)'s recommendation algorithm is based on machine learning, considering user preferences and other factors. Content views, time, ratings, and other factors are taken into account. The [**Rive Gauche**](http://www.mskit.ru/news/n207949/) company also achieves personalization through machine learning tools, predicting customer behavior based on data and creating campaigns that [**enhance loyalty**](https://altcraft.com/blog/customer-loyalty) and sales.

## Challenges of machine learning and data analysis

**Dependency on data quality.** Predictions about the future are based on existing information. If data is insufficient, incomplete, or incorrect, there is no way to correct it in real-time.

**Limited coverage of offline business.** Machine learning may not fully capture user actions in the real world, especially in offline scenarios. While tracking all orders, user actions, and reactions to content is feasible in the digital realm, it becomes more complex in offline stores. However, AI can still be applied to some extent.

**Need for significant data volumes.** Machine learning requires substantial datasets, often in the thousands, and insufficient sample sizes may lead to unreliable results.

**Cost.** The task of forecasting requires a trained specialist, and resources are also spent on the system itself, configuration, and integrations. Implementing ML is feasible only for businesses with a sufficient budget for these purposes.

## The future of data analysis in marketing

Marketing is undergoing a transformation, integrating technologies as the average user engages in [**20-500 interactions with a brand**](https://www.invoca.com/blog/state-of-data-driven-marketing-update-your-strategy) before making a purchase. This generates vast amounts of information that need to be tracked and processed accurately. Additionally, users expect a personalized approach and recommendations for suitable products ([**91% of consumers**](https://www.wunderkind.co/blog/article/smarterhq-wunderkind-audiences/)). Without IT tools, marketers cannot handle such tasks, so the use of machine learning, artificial intelligence, [**neural networks**](https://altcraft.com/blog/neural-networks-in-business-marketing-and-life), and Big Data will continue to be implemented in marketing practices.

## Summary

It is crucial for brands to stay on trend, tracking global trends, and anticipating customer behavior for budget planning, creating advertising campaigns, and generating ideas. Data analysis becomes a reliable way to "see" into the future, eliminating guesswork.

To predict trends, machine learning algorithms are employed, providing a comprehensive view of the customer. They guide what offers to make to encourage user purchases.

For trend prediction through ML, information is collected and processed (large datasets), a model is selected, and the algorithm's performance is launched and monitored.

Machine learning is a reliable method for prediction but comes at a cost. Significant data volumes are required for ML to function properly. There are also limitations for predictions in offline business. Marketing is already intertwined with IT and will not thrive in the future without AI, ML, Big Data, and other information processing methods.

Brands must track trends with data analysis, using machine learning for customer behavior prediction and future-proofing marketing with AI and Big Data.

marketing-trends-with-data-analysis-and-machine-learning.png

What is trend forecasting in marketing and how to use ML effectively.

How to Predict Marketing Trends via Data Analysis & ML

Forecasting Marketing Trends with Data Analysis and Machine Learning

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

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


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


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

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


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


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


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


Mass email marketing is necessary to:


- increase company sales; 

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

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

- conduct audience behavior research.

## Types of mass mailing


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


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


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


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


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


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


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


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


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


## Rules for mass email campaigns


Mass email campaigns follow the general rules of email marketing:


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

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

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

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

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

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

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


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


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


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

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

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

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

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

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


## How to improve the effectiveness of mass email campaigns

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

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

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

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

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

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

## Capabilities of email marketing services


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


### Email builder


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


### Campaign analytics


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


### Automation


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


### Personalization


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


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


### Data collection


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


## Examples of mass mailing


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


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


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

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

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


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


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


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


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

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


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

## Summary

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

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

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

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

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

massovaya rassylka.png

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

Mass Mailing, Types, Rules, Examples of Mass Newsletters

Mass Mailing: Types, Rules, and Examples

<Img
img="/uploads/servisy_dlya_rassylki_cb2b14b876.png"
alt="Top Email Services for Marketing Automation in 2023"
/> 

You probably know that email marketing yields positive results for many businesses. However, the challenge lies in the fact that traditional email providers like Gmail and Outlook aren't well-suited for mass email campaigns. So, what do you do if you have a substantial contact list? Email marketing services come to the rescue.


## An email marketing service: what’s it

**An email marketing service** is a solution for sending emails to a large number of users simultaneously. Typically, these tools are designed for sending newsletters, promotional campaigns, announcements, and more.

By using an email marketing service, you can reach a wide audience and engage with them at the desired frequency. These services often provide features for analyzing the effectiveness of your email campaigns and offer A/B testing capabilities to improve click-through rates.

Traditional advertising methods such as print ads and direct mail can be cost-effective, but they often lack insight into how consumers respond to your correspondence. Email marketing services can precisely tell you which content resonates with your subscribers. If [**automation**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development) is part of the service, you won't have to manually perform routine tasks, which can enhance lead generation and customer retention efforts.

While personal email accounts (corporate email) work well for small businesses, they can become inefficient as businesses grow. Email marketing services can provide a long-term solution to this challenge, allowing businesses to effectively manage their email communications and campaigns.


## When mass mailing is required


If you're still contemplating whether you need an email marketing service, consider analyzing your draft marketing plan: "Are investments in email marketing included in your quarterly/yearly budget?"

If you have budgeted for it, it's undoubtedly time to invest in email marketing services.

Here are several specific scenarios for mass email campaigns that are convenient to send through a specialized service:

- [**Promotional campaigns.**](https://altcraft.com/blog/email-campaigns-about-promotions) If you need to promote a product or service, email campaigns with descriptions of discount offers are ideal for stimulating sales. 

- **Informational newsletters.** If you plan to send exclusive content to subscribers, newsletters containing news and updates are an excellent choice. 

- **Product updates.** Inform your subscribers about new product lines or improvements to existing products. Use engaging email headers to generate interest and [**include CTA buttons**](https://altcraft.com/blog/what-is-cta) to boost conversion. 

- **Operational changes.** If you've updated business hours, moved to a new office, or revised pricing, it's essential to inform your subscribers.

When sending email campaigns, remember the goal of the campaign, your target audience, choose an effective sending time, [**personalize the content**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters), and ensure compliance with data protection legislation.

## Top 7 email marketing services

### HubSpot

<Img
img="/uploads/image6_7c9803b88c.png"
alt="HubSpot email marketing tool"
/>

[**HubSpot**](https://www.hubspot.com/products/marketing/email) allows marketers to create, customize, and optimize emails without needing any programming or design skills. You can send up to 2,000 emails per month, excluding test emails. HubSpot offers a user-friendly interface, a drag-and-drop tool for creating email templates, variables for personalization, and the ability to conduct A/B testing.

Additionally, you can generate customized reports from the collected data for analysis.

**Cost:** free.

### Mailchimp

[**Mailchimp**](https://mailchimp.com/) is ideal for users who are just starting with email marketing. It offers a user-friendly interface and provides over 100 email templates to choose from.


<Img
img="/uploads/2_b3ab454424.png"
alt="Mailchimp email marketing tool"
/>


Under the free plan, you can send up to 10,000 emails per month to no more than 2,000 subscribers, making it a great choice for small businesses. As your company grows, you can upgrade to a paid Mailchimp version with unlimited contacts, A/B testing, and enhanced segmentation.

**Cost:** there is a free plan available. The paid version ranges from $11 to $299 per month.

### Brevo

<Img
img="/uploads/3_35babaec98.png"
alt="Brevo, formerly Sendinblue email marketing tool"
/>

[**Brevo**](https://www.brevo.com/bulk-email-service/) is an email marketing service suitable for small, medium, and large businesses. It features a drag-and-drop editor, which is a crucial component of any good email marketing platform, and Brevo offers one of the most powerful editors in the market.

Brevo allows you to segment your audience for better customer interaction.

**Cost:** there is a free plan available (up to 300 emails per day, with watermarks on emails). Paid plans start at $35.


### Constant Contact


<Img
img="/uploads/4_88d3a12be5.png"
alt="Constant Contact"
/>

[**Constant Contact**](https://www.constantcontact.com/email-marketing) is an email marketing service that is best suited for small businesses and sole proprietors. It is known for its simplicity and user-friendliness, making it ideal for beginners.

The service offers built-in tools for social media sharing, easy tracking and reporting, and integration with e-commerce platforms like Facebook* and Shopify. With advanced features such as coupons, surveys, and event marketing automation, Constant Contact is considered one of the best email marketing services.

**Cost:** there is a 30-day free trial available with the option to upgrade to a paid plan. Paid plans start at $10 per month, with the Mail Plus plan priced at $45.

### SendGrid

[**SendGrid**](https://sendgrid.com/) is the number one choice for users who send [**transactional emails**](https://altcraft.com/blog/how-to-use-transactional-data), upload CSV files, or want to add contacts through APIs and registration forms.


<Img
img="/uploads/5_5768c8d949.png"
alt="SendGrid email marketing tool"
/>


Since SendGrid is focused on transactional email, the platform includes user protection from spam.

**Cost:** the free plan allows you to send 40,000 emails in the first month or 100 emails per day. To unlock all the features of the system, you need to switch to a paid plan, which ranges from $19.95 to $89.95 per month.


### Omnisend

[**Omnisend**](https://www.omnisend.com/) combines email, SMS, and other channels. To gather information about visitor actions on your website, you can create customizable forms.

<Img
img="/uploads/6_5fbf6e430a.png"
alt="Omnisend email marketing tool"
/>


Omnisend makes it easy to segment users and improve the ability to send relevant emails. The automation features and numerous built-in templates make Omnisend one of the best email marketing services.

**Cost:** for new users, there is a free plan. All features become available on the paid plan, the cost of which is determined based on the number of recipients.

### Altcraft Platform

[**Altcraft Platform**](https://altcraft.com/) is a Russian-developed email marketing service with a wide range of tools for email campaigns and automation.

<Img
img="/uploads/7_16db071b5f.png"
alt="Altcraft Platform, Russian email marketing service"
/>

Altcraft Platform integrates multiple communication channels, including email, SMS, Push notifications, and messaging apps like Telegram, WhatsApp, and Viber. It offers [**audience segmentation**](https://altcraft.com/help-center/manage-customer-database/database-segmentation-for-email-newslettering) based on various parameters, including specific characteristics.

Altcraft Platform goes beyond being a simple email service. It encompasses a wide range of direct marketing tools, including pre-built integrations with various services, a message template generator, scripts for automating complex emails, various types of marketing campaigns, customization of forms, surveys, pop-up windows, and more.

A distinctive feature of the Altcraft Platform is its scalability, allowing you to tailor the service to your needs. You can deploy the service as either a SaaS solution or an On-premise option.

**Cost:** there is no free version, but demo accounts can be provided upon request. The cost of the SaaS version depends on the number of profiles and starts at 9,990 rubles per month for 2,500 profiles. All the platform's features are available on any pricing plan.

## What to consider when choosing a service

If you've decided to invest in an email marketing service, the next step is to choose the perfect product from among the many options available. In this section, we'll describe the essential features that should be present in any email marketing service. Keep in mind that some developers include these required features only in their premium packages, while they may be absent in the standard or free versions.


### Monitoring user behavior

There's no point in investing in an email marketing service if you can't track how users react to your emails.

What you might need includes:

- Email open rates;
- Number of unique clicks;
- Click-Through Rate (CTR);
- Click-To-Open Rate (CTOR);
- Unsubscribe rate;
- Lead generation metrics.

Advanced services with in-depth reporting can calculate revenue per subscriber and track the performance of each email.


### Drag-and-drop

<Img
img="/uploads/altcraft_visual_editor_9934541b42.png"
alt="Drag-and-drop tool in message templates"
/>

The drag-and-drop tool significantly simplifies the life of a marketer. Platforms that have such a tool feature a convenient and intuitive interface, making it easy to create an attractive email design.

This allows you to save time on determining the rational structure of the email and the placement of elements.

### Segmentation and personalization

Segmentation allows you to send emails to selected individuals at the right time. When choosing an email marketing service, it's important to check if it can segment your subscriber list based on at least the following criteria:

- Location;
- Email engagement;
- Purchase history;
- Subscriber type (potential or existing customer).

Segmentation helps increase engagement levels because it ensures that recipients receive content that is relevant to them.

Personalization is also a key factor in boosting engagement and building customer relationships. There's no need for unnecessary words here; personalized content speaks directly to the recipient's interests and needs.

### A/B testing

A/B testing, also known as split testing, is an advanced method for determining how your audience responds to different elements of your content.

<Img
img="/uploads/image5_166c9b0941.png"
alt="AB testing as a method for discovering audience response to elements of email"
/>


This feature is useful when you need to quickly increase the number of email opens or leads.

Test different subject lines and elements in your email to determine what works best.


### Automation

<Img
img="/uploads/image3_593670dd98.png"
alt="Automation scenario for increasing customer list"
/>

Automation is a key tool for increasing your list of potential clients.

Imagine this scenario: you want to send [**a series of emails**](https://altcraft.com/help-center/marketing-automation-scenarios/marketing-automation-by-scenario) to potential clients with a specific offer. By using automation tools, you can pre-select which emails to send, in what order, and when to send them.

Once the settings are approved, your involvement in this process will end: interaction with subscribers will be carried out through automation, and together they will go through the entire [**customer journey**](https://altcraft.com/blog/increase-efficiency-at-all-stages-of-cjm).

This way, you can focus on strategy rather than sending emails.

### Template builder

When creating email templates, it's advisable to use a tool that simplifies this task. It's very convenient: you can select the template you need and customize it to your liking.

### High email delivery rate

Imagine this scenario: you've diligently worked to develop a great email marketing campaign, covered all the details, but your emails don't even reach your subscribers' inboxes. That's a failure.

Therefore, it's crucial to pay attention to the [email delivery rate](https://altcraft.com/blog/nine-rules-for-successful-email-deliverability) of a specific service provider. You should choose a service with a delivery rate as close to 100% as possible.

## Conclusion

Now that you've learned what to consider when choosing a service for mass email campaigns, you're almost there. 

With a list of key features and tools, you can select the best platform for your needs and expand your email list. Generate more revenue with reliable tools at your disposal.

\* *Facebook and other platforms by Meta are considered as extremist in Russia*

An email marketing service enables you to send emails to a large audience at once, making it ideal for newsletters, promotions, announcements, and A/B testing.

servisy-dlya-rassylki.png

Let's introduce 7 services that will make the life of email marketers easier.

Top Email Services for Marketing Automation in 2023

Top Email Marketing Services in 2023

uzum-case.png

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

bnb-bank-kejs-v-menyu.png

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

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

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

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

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

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

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

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

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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