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<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Tracking trends in marketing is crucial for businesses to avoid becoming outdated.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.

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

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

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

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.

medium_massovaya rassylka.png

small_massovaya rassylka.png

thumbnail_massovaya rassylka.png

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.

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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

<Img 
img="/uploads/pwa_prilozheniya_66ae963bcb.png"
alt="PWA: What They Are & Successful Examples" 
/> 

Mobile apps are a popular way to conduct essential marketing communications with customers, but their development can be costly and time-consuming. Hence, an alternative emerged in the form of Progressive Web Apps (PWAs), a technology that Microsoft began developing in 2000. A Progressive Web App displays a company's website data within the familiar interface of a mobile application, blurring the lines for users.

Interest in this technology rekindled in 2015, when Google started supporting the necessary components for PWA creation. Some believe that in the future, web applications will replace traditional ones. Today, a hybrid format of a website and a conventional app is already being used to accelerate development and reduce costs.

Discover more about PWAs, their pros and cons, as well as insights into their creation.

## What are Progressive Web Apps

A Progressive Web App (PWA) is a website adaptation for mobile devices that functions like an application. Visually, it appears as the same icon and familiar interface, but operates on a different principle.

PWA applications replicate the functionality of a mobile app. Web pages are hosted on a domain and accessed through browsers on devices. Progressive web applications can be thought of as advanced versions of websites that adapt to the user's device, eliminating the need for separate development for Android and iOS.

Web applications can operate autonomously as needed and can send [**push notifications**](https://altcraft.com/blog/mobile-marketing-101-push-notifications) to customers, crucial for maintaining consistent brand-to-audience communication. They are usually installed via the company's website, but directories of Progressive Web Apps have emerged, such as [**appsco.pe**](https://appsco.pe/), [**findpwa.com**](https://www.findpwa.com/), and others.

<Img 
img="/uploads/1_26e93f7515.png"
alt="Web apps in their diversity"
/> 

Web applications expedite user interactions, confer competitive advantages to brands, and promote their products and services through PWA Push notifications. Consequently, various businesses, especially those with customers engaging in regular purchases and service orders, are adopting this technology. These include stores, beauty salons, cleaning services, car dealerships, restaurants, food delivery, media outlets, and more. 

## PWAs: pros & cons 

### Advantages

- A user's experience with a Progressive Web App is nearly indistinguishable from a mobile app, while the development cost is significantly lower.


- Creating a PWA version of a site is significantly faster. There are even builders available for this purpose. For instance, [**Microsoft claims**](https://learn.microsoft.com/en-us/windows/apps/publish/publish-your-app/turn-your-website-pwa) that a Progressive Web App version can be assembled using the PWABuilder tool during a lunch break.


- Installation is done directly from the website, bypassing the need for a specific app store. This eliminates the need to conform to store requirements, wait for approval, and fear the risk of removal.


- [**Enhanced user loyalty**](https://altcraft.com/blog/customer-loyalty) and engagement with brand content, leading to increased sales and average order value. Reminders of brand promotions and news are delivered through PWA notifications, familiar Push alerts that inform users of brand offers without launching advertisements.


- Indexing by search engines is possible, as PWAs are essentially advanced versions of websites that adhere to SEO optimization rules, generating additional traffic.


- Automatic updates and a smaller size (no more than 3 megabytes) compared to native mobile apps, reducing device memory consumption.


- Fast performance in comparison to websites and the ability to operate in offline mode (with limitations).

### Disadvantages

- Progressive Web Apps (PWAs) have limitations on accessing device hardware and technologies. For instance, on iOS, you can't use Face ID and Bluetooth. Apple's adaptation to web apps is slow, resulting in push notification issues on their devices.


- Dependency on browsers can lead to restrictions due to outdated operating system versions where updates cannot be installed. Additionally, browsers may not always provide complete functionality for web apps.


- PWAs consume more battery due to coding in JavaScript, a programming language that requires more system resources compared to native languages like Java and Swift.


- Lower virality is a challenge as users are accustomed to downloading apps from the App Store (iOS) and Google Play (Android), rather than seeking them on brand websites. Creating only a PWA version might require investing in marketing campaigns for promotion or undergoing the moderation process of app directories, which is not always straightforward and fast.

## Successful Case Studies of Companies Utilizing PWAs


Notable brands have demonstrated successful PWA examples, including Telegram, YouTube, TikTok, Aviasales, Tinder, Pinterest, Forbes, AliExpress, Uber, and more. Some of them have significantly improved user experience and increased revenue.


Tinder launched a web version of its app that occupies only 2.8 megabytes of memory compared to the Android app's 30 megabytes. The loading speed was reduced from 11.91 to 4.69 seconds, enhancing the user experience.


Pinterest also managed [**to cut down interface loading time**](https://medium.com/dev-channel/a-pinterest-progressive-web-app-performance-case-study-3bd6ed2e6154) from 23 to 5.6 seconds. User engagement increased by 40%, while advertising revenue saw a 44% boost. Content engagement notably increased by 60%.


<Img 
img="/uploads/2_ce810e8a3a.png"
alt="Example of Pinterest PWA"
/> 

Enhancing the user experience with PWA has been successful for Forbes, whose app was often criticized for being cumbersome. Users now spend [**40%**](https://digiday.com/media/new-mobile-site-forbes-boosted-impressions-per-session-10-percent/) more time reading articles and consume 15% more content from the publication. Page loading times have also improved significantly. Previously, the average wait was 6.5 seconds, but in the new version, it's only 2.5 seconds.

The implementation of a Progressive Web App increased AliExpress' conversion rate by [**104%**](https://web.dev/aliexpress/). Users now visit twice as many pages per session and spend 74% more time on the platform.

Uber utilizes [**PWA technology**](https://www.uber.com/en-UA/blog/m-uber/) to reduce app loading speeds across all devices, even on 2G connections. This is crucial for entering new markets. Consequently, the service opens in just 3 seconds, occupying a mere 50 kilobytes.

<Img 
img="/uploads/3_f40c992471.png"
alt="Uber PWA success case"
/> 

## What's required to create a PWA application


Progressive Web Apps are available on all operating systems, but initially, a website is required, which is transformed into a progressive version using JavaScript, HTML, and CSS technologies. The web application is displayed through a WebView—a system component that opens internet pages within an app. For PWAs to work, browsers like Safari (iOS) and Chrome (Android) are necessary.

To create a web application, you'll need a Web App Manifest and a Service Worker.

The Service Worker is a script that receives information (requests) from the browser through a secure HTTPS connection. This component operates in the background, even if the page isn't active. Service Workers enable the delivery of Push notifications to users, and the application synchronizes with the website without user involvement. Updates happen automatically, and offline mode is available.

The Web App Manifest is a file named manifest.json that's added to the website's code. It provides information to the browser about how the app should be displayed on the device. It defines the app's name, icon, splash screen, theme, and other elements. The manifest specifies which data remains unchanged and which parts get updated.


**Other important elements for web application development:**
- A digital SSL certificate verifies the authenticity of the website. It's necessary for establishing an encrypted HTTPS connection that ensures security.



- The Application Shell is the app's framework or template where data from web pages is loaded.

## Summary

A Progressive Web App (PWA) closely mimics the interface and functionalities of a [**mobile app**](https://altcraft.com/blog/mobile-app-as-a-marketing-channel), but operates using a different technology. A PWA is launched on the screen via a shortcut using a browser. While the user only sees the app, which updates, stores data, and sends push notifications, the underlying technology works differently. Developing a PWA is simpler and quicker, but there are limitations on certain functions.

A web application is created using components like the Service Worker and Web App Manifest. Additionally, an SSL certificate is required to establish a secure connection, and an Application Shell is used.

PWA applications are rapidly evolving and have the potential to replace traditional apps in the future.

Progressive Web Apps, or PWAs mimic mobile apps via browser shortcuts, providing fast development and potential to replace traditional apps.

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Learn how PWAs seamlessly replicate mobile app experiences through browser shortcuts, offering rapid development and the potential to revolutionize traditional apps.

PWAs: What They Are & Successful Examples of Implementation

What are PWAs: Examples of Successful Implementations

<Img 
img="/uploads/rassylki_whatsapp_16d60919ba.png"
alt="WhatsApp Newsletters"
/>

WhatsApp* is the most used messaging app in the world with [**two billion users**](https://www.statista.com/topics/2018/whatsapp/#dossierContents__outerWrapper). It can be used to quickly communicate with customers, increase [**sales conversion up to 112%**](https://m.aisensy.com/blog/whatsapp-statistics-for-businesses/), send files, and integrate with your CRM and other services. All this is beneficial for business.

WhatsApp offers its own business solutions. You can send messages to customers manually through the WhatsApp Business App or automatically through the WhatsApp Business API.

In this post, you will learn why businesses benefit from communicating with customers on WhatsApp, as well as the basic rules for such newsletters.

## How WhatsApp newsletters work

<Note>
WhatsApp newsletter is a one-to-many message that a company sends to users through a business account. WhatsApp supports different formats such as text, emoji, images, video and audio files, documents, buttons and links.
</Note>

**For business newsletters, the messaging app has two main options:**

**WhatsApp Business App** is an application where a marketer manually creates and sends messages to a group of contacts. There are 15,000 messages available per month. The number of contacts is also limited; you can send to 256 contacts at a time. There is no such functionality as integration with third-party services and importing a list of contacts, so this option is more suitable for micro and small businesses. Only one phone number (mobile) can be linked to an account.

<Img
img="/uploads/example_of_products_catalog_on_whatsapp_242a45a0da.png"
alt="WhatsApp Business product catalog"
src="In WhatsApp Business, you can add products in the catalog and send them to contacts."
/>

**WhatsApp Business API** is a solution that allows you to connect CRM and other services. It is possible to automate campaigns and integrate a chatbot without the risk of falling into WhatsApp spam. This option is a little more complicated for businesses because it requires configuration and sometimes involves experts with knowledge of code. The services that WhatsApp integrates with are paid, but make it easier to reach customers through trigger emails or workflows. The app also offers to create message templates that are approved by the system before being sent to users.

### Newsletters via personal accounts

Any user can send messages to a group of contacts, but this is not a good option for business. There is a risk of being blocked. Besides, you can't reach a large audience because the number of messages is limited. Personal accounts are best reserved for communication within the team or with partners.

The personal user account is not credible for mass messaging because it does not pass verification as an official account. In this case, it is also impossible to integrate with third-party services for automation.

### Newsletters via WhatsApp groups

When you send messages to a WhatsApp group, it is also a newsletter, but without personalization. But there are some disadvantages. The main one is that subscribers sometimes miss information in the chat. Secondly, if you add people to a group without their consent and send promotional messages there, it may be considered spam on WhatsApp. Thirdly, new participants do not see previous messages. They see only those that are sent after they join the chat. So you often have to duplicate information, which is annoying. WhatsApp groups are more of a communication tool for a small team within a company, rather than a tool for mass messaging customers.

## What businesses benefit from WhatsApp newsletters

- **High open rate.** WhatsApp messages get [**98% open rates**](https://m.aisensy.com/blog/whatsapp-statistics-for-businesses/), which is higher than SMS and email.
- **Messages do not go to the spam folder** because there is no such thing as a spam folder.
- **Different content formats are available:** images, texts, video and audio.
- **Instant information delivery.** Users check the inbox a couple of times a day, while a phone is always at hand.
- **There are message statistics to analyze the effectiveness of the campaign.**
- **Automation is available:** chatbots and third-party services integrated via API.
- Regular personal messages via WhatsApp is the key to customer loyalty. Especially if you quickly inform users about the status of the order and delivery.
- **The sender is trusted.** WhatsApp tags official accounts, so users know that this is a company rep sending messages to him, and not a fake account.
- **Attraction of new customers.** Leads from your site or advertising are redirected to the [**messenger**](messenger-marketing).

## WhatsApp newsletter rules

First of all, read the [**WhatsApp business policy**](https://www.whatsapp.com/legal/business-policy/?lang=en) of WhatsApp and also follow the rules:

**1. WhatsApp newsletters cannot be directly advertising.** It is recommended to send welcome and engaging messages first, carefully leading the person to purchase. Messenger maintains its reputation as a communication tool. Although it has its own business apps, it does not like direct, much less intrusive sales pitches.

**2. It is acceptable to inform in messages about events**, order statuses, payments and appointments, as well as send news and useful content. Customer support through video and voice messages is also used on WhatsApp.

<Img
img="/uploads/whatsapp_chat_3_5c69915bca.png"
alt="Inform the customer about prices"
/>

**3. Mass messaging on WhatsApp is not allowed without permission from users.** The user must opt-in and confirm that he or she wishes to receive future messages from your company. 

It is safe to send messages to customers who have added your business account to their contact list. Don't buy someone else's contact lists. This is a sure way to block.

**4. The company must use an approved message template** to initiate a dialogue with a user. 

**5. Remove the user from your mailing list immediately after the first complaint** or request.

**6. It is possible to automate sending messages within 24 hours** from the beginning of the dialogue with the user, but there should be an option to switch to communication with the manager.

**7. WhatsApp does not approve the newsletter** when too much information is sent to one user.

### How to pay for newsletters on WhatsApp Business

When you send messages using the WhatsApp Business API, you are [**charged for the number of sessions**](https://developers.facebook.com/docs/whatsapp/pricing/), and not for the number of messages. 

The business sends a message and starts the session. From now on, there are 24 hours when the business and the user can exchange messages. After 24 hours, the business can start a new session. It will be charged again.

Charges for conversations depend on who starts the dialogue. If the company messages first, the price of such a conversation is higher. When it is the user who starts out, it is cheaper. But if the customer comes from an advertisement that leads to a text message, There is no charge for the conversation, if the user messages the business using call-to-actions buttons on Ads that Click to WhatsApp or Facebook Page call-to-action buttons.

You don't always have to use paid WhatsApp, there are no-cost options. For example, the WhatsApp Business API provides 1,000 free messages that are available for a month. Even if a WABA has multiple numbers attached, the free tier threshold is still 1000.

WhatsApp newsletters from personal accounts are free, but only suitable for micro-businesses. There is a limit of 256 messages and the risks of getting into spam. Besides, you can not import the contact list. That’s why small and medium-sized companies choose a WhatsApp Business account, which will bring more benefits.

## How to send newsletters on WhatsApp

First, collect the contact list through advertising. To do this, set up a transition to the app. Install the WhatsApp widget on your site, make an announcement in your social networks about a new communication channel.

**1. Create an account in the WhatsApp Business app or select the WhatsApp Business API.** When it comes to the second option, you will have to choose a provider — a third-party service with an interface for sending campaigns. We recommend [**Altcraft Platform**](/features/messengers) for marketing automation. Specialists will connect not only WhatsApp, but any other promotion channel.

<Img
img="/uploads/message_templates_in_altcraft_platform_931e9bfaf4.png"
alt="WhatsApp message templates in Altcraft Platform"
src="WhatsApp message templates in Altcraft Platform"
/>

**2. Get verified.** You will get a WhatsApp Green Tick that confirms that your account is actually owned by the company.

**3. Plan your campaign.** Set the frequency and schedule for sending a message, think over the content and [**CTA options**](what-is-cta). [**Segment your audience**](how-and-why-to-segment-target-audience) and decide which group gets which message.

**4. Decide how to communicate with customers on WhatsApp.** Will it be a personal communication with the manager or do you want to use a chatbot?

**5. Schedule message chains.**

**6. Prepare templates** for sending at each step of the scenario and set up the chain in a special service.

**7. Import the contact list** (only available for WABA).

**8. Send the messages and monitor the result.** Adjust if necessary.

Without the WhatsApp Business API, automation steps are excluded. If you use the WhatsApp Business App, click the menu button and select "New list” in the menu and create a list for sending messages. In the case of a personal account, it is enough to select "New broadcast" in the menu and the users to whom it should come.

Whatever method you use, it is important to give the user the option to opt out. This is how you show respect to the customer, and at the same time insure your account against complaints.

## Conclusion

A WhatsApp newsletter is a cost-effective and reliable way of personalized communication with customers. Businesses use the WhatsApp Business App and the WhatsApp Business API. The latter makes it possible to send an unlimited number of messages and automate communication through third-party services.

By sending messages through WhatsApp, you get higher deliverability and open rates, as well as customer loyalty. But it is important to comply with the requirements of the app. Do not send ads, but engage subscribers. You also need to send messages only to those users who have agreed to a dialogue with your company.

If you decide to do WhatsApp newsletters, start by registering a WhatsApp business account and verifying it. Then think through your content plan and scenarios. Next, segment the audience and prepare a different message template for each type. In the case of the WhatsApp Business API, import your contact list. If you are dealing with WhatsApp Business, add the recipients manually. After your WhatsApp campaign goes out, do not forget to analyze and improve it. 

**Meta and its products are recognized as extremist in the Russian Federation.*

Find out what business benefits from communicating with customers on WhatsApp, what rules to follow and how to run a WhatsApp campaign.

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WhatsApp offers its own business solutions. Use them to communicate with your customers.

WhatsApp Newsletters: Settings, Benefits and Rules

WhatsApp Newsletters: How to Do It Right

<Img 
img="/uploads/case_premier_cad4ee7d2a.png"
alt="Case: PREMIER online cinema and Altcraft Platform"
/>

Online cinema PREMIER, part of Gazprom-Media Holding, was founded in 2018. It is a streaming service for movies and TV series. Today, more than two million subscribers watch the latest movie releases on PREMIER.

## Results achieved

### Altcraft Platform has been implemented into business workflows and all communication channels has been collected in one platform

PREMIER was looking for software that could be customized for specific business tasks and deployed on the company's servers. They chose the on-premise solution of Altcraft Platform which ensured complete security of customer data in the holding's digital environment. [**Qvant**](https://qvant.ru/) helped quickly deploy the platform in Gazprom-Media Holding.

Previously, disparate direct marketing tools were a headache for PREMIER. However, now it has all communication channels in one place. This allows the business to work effectively with data and automate interaction with customers in various online channels.

The platform made the work in direct channels transparent and reduced the **time spent on sending campaigns from three hours to one**.

<Img 
img="/uploads/reduced_time_51f19b2d4a.png"
alt="Reduced time spent on sending campaigns"
/>

The company also received an unlimited plan for the amount of data stored and the number of messages sent. PREMIER replaced several services with a single platform and significantly reduced marketing costs.

### Broadcasts, trigger campaigns and scenarios for automating interaction with service users have been set up

Through detailed segmentation, users were divided into separate groups based on their subscriptions.

Then the marketing team set up personalized email broadcasts for each segment. Here is the content they send:
 
- movie recommendations;
- new sports channels;
- new releases of movies and TV series;
- other.

Deep segmentation made it possible to send personalized messages to customers, interact with them at the right time and track the effectiveness of communications. For six months of work in the email channel, PREMIER has achieved the following results:

- Open Rate increased by 3% (from 5% to 8%); 
- Click Rate increased by 0.4% (from 0.3% to 0.7%).

<Img 
img="/uploads/open_rate_click_rate_856e18f203.png"
alt="Open Rate and Click Rate"
/>

The [**push channel**](mobile-marketing-101-push-notifications) was not overlooked either. Users who install the PREMIER app receive push notifications about new releases.

<Img 
img="/uploads/premier_push_996325d21b.png"
alt="PREMIER push notifications in the mobile app"
/>

PREMIER marketers also set up scenarios and trigger campaigns. When a user leaves contact details on the site, these details are sent to Altcraft Platform via API requests. After that, the trigger fires and the user receives an SMS message with a code to confirm registration. As a result, PREMIER deals only with high-quality leads and lets users who are not interested in their service go.

<Img 
img="/uploads/case_premoer_scenario_58b4e11b76.png"
alt="PREMIER automation scenario"
/>

## What has been done to achieve the results

The Qvant team deployed and configured the platform on PREMIER servers in a month.

The company integrated a corporate SMS gateway and a Viber gateway. So marketers got the opportunity to work with familiar tools.

The company's marketers transferred all customer information to the platform. Now all data obtained from online sources is stored in a single customer profile.

Thanks to [**deep segmentation**](how-and-why-to-segment-target-audience), which partners from Gazprom-Media Data helped set up, the PREMIER team created micro-personalized campaigns. Now subscribers receive only the offers they are interested in.

Depending on the goals, different types of campaigns are used: broadcasts and triggers.

The company analyzed the launched campaigns and improved the marketing strategy based on the results. Detailed analytics helped to identify gaps and fix them.

According to PREMIER specialists, Altcraft Platform has made marketing processes simpler and clearer.

## What our client says

> We were looking for a solution that we could implement into the business infrastructure, so we contacted the Altcraft team. Their technical support helped to quickly figure out how to work in the platform. With the help of the platform, we have reduced labor costs and made the work in direct channels clearer. We plan to continue cooperation with the company and increase the number of customers.

> Rinat Sibgatullin

> Head of Qvant Communications Platform

Check out the PREMIER online cinema case study. The marketers have collected all communication channels in one place, set up campaigns and automated scenarios.

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Check out what results the online cinema has achieved using Altcraft Platform.

How PREMIER Reduced the Time to Send Campaigns to 1 Hour

Case Study: How PREMIER Set up Broadcasts and Automation Scenarios and Reduced the Time for Sending Campaigns to 1 Hour

<Img
img="/uploads/chto_takoe_vebhuki_4d3dbae977.png"
alt="What are Webhooks"
/>

The human body knows exactly when to eat or sleep. We don't have to ask ourselves every time, «Are you hungry?». A signal received at the right time, without prior request. Webhooks work in the same way. Let's look into the subject: what it is and what advantages it brings.

## Webhook is the easiest way to communicate

The technology consists in sending system notifications to a specific URL in real time, as soon as the expected event has occurred. There is no need to regularly request a report on the state of the system. This is how APIs work. WebHooks will make themselves known if something happens.

Let’s consider some examples. Often after a meeting with friends, we ask them to report back as soon as they get home. We ask because we care about them. What's next? Your friends get home and text you, as promised. Your request in the language of technology is a command. The moment when friends get home is an expected event. Your phone to which messages are delivered is a unique URL that ensures the privacy of correspondence.

Bank cards work in a similar way. For example, you are waiting for a salary. To know about account replenishment, you can set up notifications about transactions in the mobile application. This is how the command is set. Now the system will automatically notify you of any changes in the bank account. The system will send an event notification to a unique URL — phone number, email or [**push**](mobile-marketing-101-push-notifications).

Webhooks are needed to exchange event data between independent systems. They are used in data management services, when setting up automatic debiting of money for the services provided. When funds are debited from the account automatically, the client needs a receipt confirming the payment. For this, a banking service and a webhook programmed for activity at the time of debiting are used. Thus, the client will automatically receive all checks.

## Why webhooks are used

Here are some reasons why businesses should use webhooks:

- Work efficiently with data.
- Easy automation.
- Consolidation of independent systems.

Any business collects and **processes data**. Often the results are used in several applications at the same time. The question is how to deliver them there without confusing algorithms and loss of information. In that case, webhooks are necessary. There are many other tools that work with events, but only webhooks send information to external systems as soon as the trigger fires. Think about bank notifications: you set them up once, and you no longer have to request information - the system itself will notify you of all changes. 

Managers working with [**Big Data**](data-science-in-marketing-and-business) will highly appreciate this tool, because instant access to the necessary information is often the key to success. The efficiency of work is also increased by the fact that the specialist gets rid of the need to manually check the status of the system each time.

**Automation of routine processes** is elementary with webhooks. They especially help in data management and data transport processes. The user sets up the command, defines the target event, and specifies the action to follow. The webhook will automatically transfer the necessary information online to the specified URL. Close control and manual control will be a thing of the past.

Imagine a situation where you want to set up user alerts that are sent every time a purchase is made. Automating the described process is fast if you connect webhooks to this.

**Webhooks build a direct connection** between applications, thereby achieving specificity and accuracy. It’s not necessary to combine several code elements in order to unite the data system. It’s much simpler than the API. At the same time, all information is secure and under full control.

## Action Hooks in Altcraft Platform

Advanced marketers have long appreciated webhooks: they make marketing easier, more accurate, and more effective. Optimization in the field of work processes is achieved, and the quality of data management is improved. Modern CDP has long provided users with this tool for work.

For example, [**Altcraft Platform**](/en) developed Action Hooks. It is a tool that sends notifications to external systems when an event is recorded in the platform. This includes system actions such as message delivery, profile import, triggered customer actions seen by pixels on your website or app.

Events are recorded in all connected databases or in a particular one. Captured events are sent in one batch in JSON format over HTTP or sent to the broker's queue asynchronously. As you have already noticed, the described technology provides unlimited possibilities for [**integration**](/features/integration). Improve your marketing — connect external BI, DMP and CRM and other tools.

In this article, we talk about what webhooks are, how they work, and what benefits they have for your business.

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Webhooks open up endless possibilities for integration. Read about how this technology works.

What Are Webhooks and How to Use Them in Your Business

What are Webhooks

<Img
img="/uploads/marketing_automation_for_education_f5808fc978.png"
alt="Marketing Automation for Education"
/>

The Internet has given marketers a variety of tools to attract new customers and retain old ones. One of the most powerful among them is marketing automation software. The advent of [**CDP**](/features/cdp) has brought the work with client data to a new level. Of course, this cannot but affect the fast-evolving industry of EdTech.

In this post, we will explain why the educational industry needs marketing automation. We will also share with you five effective automation strategies in this industry.

## Why the Education Sector Needs Marketing Automation

The EdTech industry saw explosive growth during the COVID-19 pandemic. In 2019, EdTech investment amounted to [**$18.7 billion**](https://www.mishcon.com/news/the-growing-edtech-sector-amidst-the-pandemic) worldwide. In 2020, they almost doubled and reached $36.4 billion. In 2021, this sector strengthened its position. People from all over the world appreciated the convenience of online learning. After all, even under lockdown conditions, they still had the opportunity to take interesting courses, master popular professions and improve their skills.

Let's take a look at statistics. Sitecore collected the following [**data on the benefits of marketing automation**](https://moosend.com/blog/10-marketing-automation-statistics-need-know/) in business:

- **36% of marketers** have time for meaningful and interesting projects;
- sales productivity **increases by 14.5%**;
- the number of [**qualified leads**](what-is-a-lead-magnet) increases by 451%;
- subscribers open **triggered emails 70.5% more often** than routine newsletters;
- **63% of companies** outperform competitors due to marketing automation.

The point is, online education services also need marketing automation. A single platform will provide the education technology industry with the following benefits:

- attraction of new clients;
- consolidation of data on prospects and existing students from all channels, which will allow you to segment the client database into audiences for targeting;
- personalized offerings;
- generation of quality leads;
- improvement of training formats;
- advanced analytics to evaluate results.

## Five Marketing Automation Strategies for Education

Here are five marketing automation strategies for the education technology industry.

### 1. Selling a course

Now people do not need to sign up for courses and go to college at the appointed time to get additional knowledge. Clients can simply choose the topic they are interested in on an online platform they like and listen to lectures when and where it is convenient. It doesn't matter if you're sitting at home, walking in the park, or just having a coffee break at work.

So how do you get people to buy? Let’s say a visitor gets interested in a course and leaves his contacts for more information. What is your move? Send him a course description and give him the first lesson for free. In this way, a potential student will quickly understand whether he wants to become your client or not. One introductory lecture will not bring losses, but it will attract only interested people.

Such a scenario is easy to implement through the [**CDP Altcraft Platform**](/en). It will make it easier for you to work with clients, because you no longer have to send emails manually — the platform will do everything for you. By the way, more complex automation chains also can be implemented in Altcraft Platform.

<Img
img="/uploads/selling_a_course_eng_fa9c136b25.png"
alt="Scenario «Selling a course»"
src="Scenario «Selling a course»"
/>

### 2. Selling a webinar

Professionals do not always need to take a whole 3-month course to improve their skills. They often look for one quality webinar that contains not empty chatter, but the maximum amount of useful information. In this case, lecturers need to hold a really productive event so that listeners want to return to the educational platform.

Your task is to take clients from the application for the webinar to the webinar itself. Up to 1,000 people can be in a virtual classroom at the same time. Sometimes even more. Are you really going to send each of them an individual message manually? Unlikely. Well, this is where marketing automation comes in handy again.

You can automate the process of sending emails to remind participants of the upcoming event. Just set up a regular campaign. This way you will forget about the routine and your clients will not forget about the webinar.

<Img
img="/uploads/selling_a_webinar_eng_a4592d325f.png"
alt="Scenario «Selling a webinar»"
src="Scenario «Selling a webinar»"
/>

### 3. Signing up for an online intensive course + cross-selling

The goal of the free intensive course is the same as the introductory lecture — to encourage the client to buy the course. However, while a lecture is just a small piece of the whole material, an online intensive is a complete immersion of a person in a topic. Students know in advance how the training will take place and determine whether this format suits them or not. During an intensive course, students usually complete practical tasks to consolidate their knowledge, and this is another advantage of the course.

You should accompany your potential client throughout the intensive course. For example, send him a schedule, notify him of lessons and remind him when a period of study is over. All this will highlight the positive aspects of your educational platform. The student will think: "If they take such good care of me during the brief course, then what awaits me during the full one?"

Help customers make a choice in favor of education. For example, give students [**promo codes**](how-to-use-promo-codes-for-business) and discounts after completing an intensive course. You can also ask students to take a survey to gauge their satisfaction with the event. Don't forget that it's important to take both positive and negative feedback into account.

In Altcraft Platform, you do not have to use third-party services to create surveys. We have our own built-in service. This tool is called [**Forms**](/features/forms-and-surveys). The form builder is intuitive, so you can create surveys, questionnaires and tests even without professional knowledge.

The student may not enroll in the course after the free training, but he can tell you about the topics of interest in the survey. In this case, do not let him forget about you and regularly send useful materials. We will discuss this strategy in the next paragraph.

<Img
img="/uploads/sign_up_for_intensive_and_cross_selling_eng_2fc7c302b4.png"
alt="Scenario «Signing up for an online intensive course + cross-selling»"
src="Scenario «Signing up for an online intensive course + cross-selling»"
/>

### 4. Useful newsletters from your educational platform

Today you will not interest people in your product by imposing it. However, marketers and sellers have found a way out.

You've probably heard the word "warming up" on social media more than once. For example, warm up your leads, warm up your cold audience, etc. Usually this method is used by bloggers with an already gained loyal audience. They warm up their subscribers by gently, without being intrusive, telling them about a product or service for some time.

Let's take an example. Jane runs a lifestyle blog. Her posts are read by several thousand people. One of the her hobbies is dancing. She dances for herself. Jane regularly tells her audience about her favorite hobby and shows rehearsals from the studio. Christina, who works as a trainer, notices Jane. She plans to start a personal stretching course, so she offers Jane access to the course for free in exchange for Jane showing her progress to the public. The options for the contract can be different. The point is that Jane, without changing her communication style, will tell subscribers about the classes in a way that encourages them to buy the course.

Useful newsletters work the same way. You don’t need to offer discounts in every email, give promotional codes or sell two webinars for the price of one. Send messages with valuable information without a hint of a sale. Subscribers will read those emails with interest and when you offer to buy an educational product, they will be ready.

<Img
img="/uploads/newsletter_from_an_educational_platform_eng_0e825c643a.png"
alt="Scenario «Useful newsletters from your educational platform»"
src="Scenario «Useful newsletters from your educational platform»"
/>

### 5. Communication in messaging apps

The [**messaging app**](messenger-marketing) is a useful tool for working with clients. The functionality of these apps is not limited to direct sales, announcements of new products and notifications of long-awaited promotions. You can send personalized offers to a chat with a potential client or even run a full-fledged course using a chatbot.

For example, a user takes an English test on your site to find out his vocabulary and get the first lesson for free. He leaves contact details (email address and phone number) to get the result and arrange a trial lesson. After that, the user receives an email with the test results. At the same time, he receives a message in the messaging app — he is asked where and when it is convenient for him to discuss a trial lesson. 

Nowdays people often receive spam calls, so a message in the messaging app is a real way to get a loyal attitude towards the brand.

Another example. Today many experts have their own trainings. It can be courses on personal growth, copywriting, SMM or in any other field. Now it is not necessary to send lessons by email or ask a person to sign up on the website to listen to lectures in their personal account. It is enough to create a channel in Telegram and teach there. In the channel, you can organize a relaxed atmosphere, open comments and sometimes send off-topic messages. If you want a more strict format, use a chatbot.

In Altcraft Platform, you can connect a Telegram bot and a Telegram group. Create a campaign for your bot and set up the scenario once. After that, students will receive lessons according to the schedule: on the right day and at the right time.

<Img
img="/uploads/communication_in_messenger_eng_a0afaa1133.png"
alt="Scenario «Communication in messaging apps»"
src="Scenario «Communication in messaging apps»"
/>

## Conclusion

On the one hand, marketing for online education is gaining momentum. On the other hand, it is difficult for marketers in this industry to stand out from competitors and simultaneously develop an individual approach to clients. That’s why, it is important to find a solution that will allow you to quickly and flexibly automate the strategy and communicate with customers without restrictions.

Altcraft Platform can become such a solution for you. Our marketing automation software will replace several marketing tools at once. You can use it to:

- set up effective customer data management;
- automate communications with customers in different Internet channels and build a customer journey
- experiment, analyze the results and find the best solutions in marketing;
- protect the personal data of customers in accordance with the requirements of the law.

In this post, we will explain why the educational industry needs marketing automation and share with you five effective automation strategies in this area.

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marketing automation for education.png

Here are a few examples of how a good marketing automation strategy can be applied to the education sector.

5 Marketing Automation Strategies for Online Education

Marketing Automation for Online Education

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

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

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