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

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

What data can be collected:

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

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

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

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

Design to your taste

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

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

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

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


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


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

<Img 
img="/uploads/kaskadnaya_rassylka_74a2c5b36a.png"
alt="Cascade Campaigns"
/>

Communication with customers is one of the top-priority tasks for companies. Timely notifications of promotions, order delivery or changes in plans is a must-do for businesses to have loyal customers and receive positive feedback. There's no single communication channel that all customers would use, that's why companies usually have several ones: social media, SMS, email, messaging apps, push notifications and so on.
 
According to statistics, even three communication channels instead of one [**increase sales by 287%**](https://savemycent.com/omnichannel-statistics/). Therefore, it's beneficial for businesses to use cascade campaigns — a method that increases audience reach by sending messages with the same information to several channels. It gives businesses a chance to «reach out» to all customers and save the budget.
 
In this piece, you will learn about cascade campaigns: how they work and why they are beneficial to companies.

## What are Cascade Campaigns

A **cascade campaign** is a method that involves the successive sending of identical messages to customers to different channels depending on their reaction. The next channel is activated if the previous one hasn't brought any results: the user hasn't opened the message or hasn't made a purchase. 
 
*Example. The first message is sent via push notifications. If the customer doesn't open it after a specified time, the next message is sent by email. If the message is still not opened, this customer receives a text message (SMS).*
 
Cascade campaigns can be implemented through the following channels: SMS, [**push notifications**](mobile-marketing-101-push-notifications), email, messaging apps, social media and so on. The first message is sent through the cheapest (or free) channel. 
 
If the customer opens the message (or places an order) in some channel, it's not sent to other ones. Exclude such customers from the list for cascade campaigns so as not to irritate them with your messages and not to waste the company's resources. 
 
Cascade campaigns can be used for:

- trigger messages;
- promotional offers;
- service messages;
- notifications containing useful information.
 
However, cascade campaigns are not always necessary. It's reasonable to start them only if you know for sure that your customers use different communication channels. It's also important to take their age into account. For example, you can use [**messaging apps**](messenger-marketing) if your audience is quite young. The main users of WhatsApp, for instance, are [**25-34-year-olds**](https://www.thinkimpact.com/whatsapp-statistics). If your customers are significantly older, it's better to choose some other channel.

## Advantages of cascade campaigns

### Increase in audience reach

Your message is more likely to reach the recipient. One of the channels will definitely bring the result. That's why your company should work with all the data that customers provide to you: phone numbers, email addresses and social media profiles. 
 
*Example. A message about discounts was sent to 3500 users on Facebook, only 1110 of them opened it. The company has phone numbers of these users, so the same message was sent to the remaining 2390 users on WhatsApp and Viber. 1685 users opened the message there. Then, the same message was sent to the remaining 705 customers with the help of SMS, 615 people read it. Almost 98% of users were reached.*
 
### Customer loyalty

You will show your company in a favourable light if you choose a communication channel that your customers like the most. Let's imagine that there's some user who rarely opens their email box and your company uses only an email channel. It's inconvenient for your customer, there's a risk that the information won't reach them in time. If you send this user a notification to a channel that they use the most (for example, Telegram), their loyalty will definitely increase.
 
### Saving budget 

The first message could've been sent through an SMS channel whose open rate can reach [**98%**](https://99firms.com/blog/sms-marketing-stats/#gref). However, this channel is not free and quite expensive compared to others. It will be quite pricey if you have a large customer database. That's why it's more reasonable to choose free or cheaper channels first. If you [**use an SMS channel**](sms-marketing), remember that you pay for all sent messages, not just for delivered ones. Your company definitely doesn't want to pay for sending messages to inactive numbers. On messaging apps and social media, the sender always knows whether the user has allowed texting to them and whether they read the messages. 
 
### Simplicity

Cascade campaigns only seem complicated. In reality, it's enough to set up a series of messages once, and it will work automatically further. This functionality is supported by [**Altcraft Platform**](/en). The service collects user data in a single profile and integrates with other communication channels. You only need to specify conditions and channels in a scenario.  

<Img 
img="/uploads/cascade_scenario_6b8763337d.png"
alt="Example of how to set up a cascade campaign in Altcraft Platform"
src="Example of how to set up a cascade campaign in Altcraft Platform"
/>

### Channel functionality

Each channel influences the user in its own way. Emails attract the user with their design and interactivity. Push notifications are simple and fast. Messaging apps allow you to send voice messages. If you select only one communication channel, you limit your company's possibilities to create more content and don't receive complete data on audience preferences. That's why it's important to use and test different channels.  

## How to Create a Cascade Campaign
 
**What do you need for a cascade campaign:**
 
1. Use analytics to select available and the most effective communication channels.
2. Specify the sequence of sending messages to these channels: which is the first, which are the next.
3. Think over the actions that will finish or continue the campaign. If the customer has read the messages or has purchased something, the same messages won't be sent to other channels. If there is no reaction within N hours (days), send the same message to the next channel.  
4. Set up a scenario in the selected system. 

<Note>
It's not necessary to change the channel immediately if the customer doesn't open your message right after it was sent. Especially if the company doesn't have much data about the customer. 
</Note>

*Example. The first channel that is used to inform customers about a new promotion of the online store is an email one. Three emails with different texts are sent: the first one with a general description, the second one is a reminder email and the third one contains a list of products for which the promotion is valid. Those customers who have left their phone numbers will receive messages on Viber. The final channel in this campaign is an SMS channel through which the users will receive two messages.*

If you send several messages containing the same information to one channel, slightly change the text, otherwise your customers can consider them to be spam. For example, in the first message, the marketplace simply informs the recipient about delivery to the pick-up point. Two days later, in the second message, the customer is notified about the period within which their order will be stored. These two messages are practically the same — they remind the customer to pick up the order.

## Examples of Cascade Campaigns

Cascade campaigns are suitable for marketplaces, retail stores, event organizers, clinics, beauty salons, fitness clubs and other organizations that collect customer data to send out information. Let's look at several examples.

### Abandoned cart

1. A push notification that reminds the customer about the products in the cart in two hours.
2. The next push notification is sent in six hours.
3. The customer receives an email reminder about the products in eight hours.
4. One more email that shows that the products in the customer's cart are still in stock.

<Img
img="/uploads/mango_email_reminder_8333d3abe5.png"
alt="Abandoned cart email"
/>

5. One more push notification with one product from the cart.
 
### Discount on some product 

1. Messages on Facebook to those customers who have agreed to receive them.
2. Push notifications for those users who have the company's mobile app installed.

<Img
img="/uploads/photo_2022_06_30_12_26_46_2_12cb60c6f1.jpg"
alt="Push notification"
/>

3. Messages on WhatsApp to the customers from the phone number database. 
4. Reminder emails with images of the products. 
5. Text messages (SMS) with information about the discount and its period. 
 
### Reminder about a webinar

1. An email that reminds the user that the webinar starts in 60 minutes. 
2. One more email reminder 10 minutes before the webinar. 
3. A message in the Telegram bot that the webinar starts in 10 minutes.
4. An email that announces the start of the broadcast. 
5. A message to the bot about the start of the webinar. 
6. A text message (SMS) that the webinar has just started in the first five minutes.
 
### Reminder about a specialist visit

1. An email containing the date and time of the appointment the day before. 
2. A message on WhatsApp the day before. 
3. A text message (SMS) two hours before.  

### Birthday promotion

1. An email with a gift (a discount) a week before the birthday.
2. A message on Facebook three days before the birthday.
3. An email on the customer's birthday. 
4. A message on Facebook on the customer's birthday
5. A text message (SMS) after the birthday that the bonuses are about to expire.

### Feedback

1. A push notification with a request to rate the purchased product in the app. 
2. One more push notification with the same request. 
3. An email with a request to rate the product. 

## Conclusion

Cascade campaigns involve sending messages to different communication channels successively to be 100% sure that the information is delivered to customers. The following channels are used for such campaigns: email, messaging apps, push notifications, SMS and so on. Cascade campaigns increase audience reach and customer loyalty, save the budget. Messages are first sent through free and cheap channels, and if the customer doesn't read them, the messages are sent through more expensive ones. 
 
Cascade campaigns are used to send trigger and service messages, inform customers about their orders and discounts, collect feedback. If you want to introduce cascade campaigns to your marketing, you should have enough customer data and access to several communication channels. Cascade campaigns are set up manually or with the help of marketing services in which scenarios are created.

In this piece, you will learn about cascade campaigns: how they work and why they are beneficial to companies. 

medium_kaskadnaya-rassylka.png

small_kaskadnaya-rassylka.png

thumbnail_kaskadnaya-rassylka.png

kaskadnaya-rassylka.png

Cascade campaigns give businesses a chance to «reach out» to all customers and save the budget.

Cascade Campaigns: What are They and How to Create Them

Everything You Need to Know About Cascade Campaigns

<Img
img="/uploads/1st_2nd_i_3rd_party_data_0a6be87456.png"
alt="First, Second and Third-Party Data"
/>

Data is the backbone of marketing. [**54% of marketers**](https://www.invespcro.com/blog/data-driven-marketing/) claim that success of advertising campaigns depends on data. Lack of necessary information about target audience results in loss of money. Businesses that personalize communication with their customers using data have ROI 5-8 times higher. That's why companies are switching to a [**data-driven approach**](data-driven-marketing).
 
Information obtained from several channels gives a more detailed picture of your audience, helps to personalize and scale your business and makes it possible to predict user behavior. There are several different types of data used for different tasks. By the way of obtaining and uniqueness, there are 1st, 2nd and 3rd party data. In this article, we will take a closer look at these types of data, learn how to use them in marketing and how to collect information about customers without violating confidentiality.

## What is 1st Party Data 

**1st party data** is data that companies receive directly from customers through registrations, [**pixels**](ak-pixel), cookies, CRM and other services. There are no restrictions on collecting information when it comes to this type of data. The only thing you need is user permission. Customers can refuse to provide data, although leaving a name, phone number or email address is usually not a problem.

<Img
img="/uploads/1st_party_data_89096760bb.png"
alt="First party data"
/>
 
**1st party data that companies collect:**

- user behavior and time spent on websites and in apps;
- results of email and SMS newsletters (open rate, clicks);
- contact details: email address, phone number;
- information about customer orders;
- feedback;
- demographic data;
- user survey results;
- behavior in social networks;
- interests.
 
**Advantages of first-party data:** it's free of charge and reliable, you have full ownership of it because your competitors don't have access to company information. 

**Disadvantage of first-party data:** it's not enough to scale your business.
 
<Note>
Data collection is a priority for companies. 
</Note>

**Why do businesses need first-party data:**

- It helps to learn about the needs of customers in detail and offer them products that they will definitely purchase. 
- It [**personalizes offers and content**](/features/personalization) for customers. 
- It helps to launch advertising and retargeting campaigns. 
- It makes it possible to predict customer behavior. 
 
*Example. A customer purchased T-shirts of a certain brand in an online store. Six months later they visited the website and added the same ones to the cart. So we can conclude that a purchase is possible in the future. The company «anticipates» actions and pushes the customer: it offers them special conditions, a discount and reminds them about the product in a newsletter.*

## What is 2nd Party Data

**2nd party data** is the 1st party data collected by another company from its sources. Second-party data is bought from partners or third-party companies with a relevant audience. 

<Img
img="/uploads/2nd_party_data_34d23b8721.png"
alt="Second party data"
/>
 
**Why do businesses need 2nd party data:**

- It helps to scale your business. It's difficult to broaden your audience only with 1st party data. If you don't have 2nd party data, you can make a mistake and take wrong actions when working with a new audience. With second-party data, it's easier to launch the first advertising campaigns.
 
*Example. Let's imagine a company that specializes on women's clothing for fitness. The company made a decision to diversify the range and start selling men's clothing. The business doesn't have data on the new audience. But they have partners who are engaged in sports nutrition and work with their potential customers. Information obtained from this company is 2nd party data.*

- It serves as an addition to first-party data. With 2nd party data, you will see problems in the sales funnel.
- It helps to track trends. Your conclusions will lack objectivity if you have only first-party data. 
- It [**strengthens partnership**](/partners). When you exchange data, you increase trust between businesses.
- It brings unexpected ideas to creative companies.
 
*Example. A travel agency buys 2nd party data from an online store that sells suitcases and travel bags. According to the online store, 30% of their customers purchase dog carriers for airline travels. So the agency makes a decision to launch a new product and advertising campaign for travelers with pets.*
 
**Disadvantage of 2nd party data:** you can't be sure that the data your company receives is 100% accurate and relevant. You don't know how and when this information was collected. If you buy 2nd party data, you should trust the seller and their data collection methods. 

## What is 3rd Party Data

**3rd party data** is data from multiple sources collected by aggregators. This includes 1st party data that were bought by outside sources and/or data collected through surveys, studies, interviews and so on. Examples of aggregators: Nielsen, eXelate, Acxiom, OnAudience, BlueKai, Oracle Data Cloud, Peer39, Google services, payment systems, etc. Social networks are also data aggregators that sell companies ready-made audiences for advertising. Third-party data sellers collect information and [**segment it into categories**](how-to-build-an-email-database) for searching by industry, by interests and so on. 

<Img
img="/uploads/3rd_party_data_63efa184d4.png"
alt="Third party data"
/>

**Third-party data includes:**

- gender data;
- interests;
- income level;
- geographic data;
- professions.
 
**How to use 3rd party data in marketing:**

- Use it to expand 1st party data, study your audience in detail and increase personalization. 
- Study and get ideas for business development. 3rd party data provides you with a larger audience reach that 1st and 2nd party data. 
- Launch targeted advertising for a potential audience. 
- Track global trends. 
 
**Advantages**: third-party data is often collected automatically, so this information is always up-to-date and can be used for a quick change of marketing strategy.

**Disadvantages**: you can't be sure of the data accuracy; the same information is available to competitors.  
 
<Note>
It's important to work with all types of data because they complement each other. 
</Note>
 
*Let's go back to the example of the company selling women's fitness clothing (see above), which decided to diversify their range and add men's sportswear. 2nd party data is the basis for the first campaign but the audience reach is not large enough. The company buys 3rd party data to supplement customer information and widen the audience.*
 
If you have all three types of data, you have a comprehensive picture of your audience. The more you know about your customer, the easier it is to reach them and sell your product faster.

## How to Collect Data

The current tendency in the world is to increase the privacy of personal information. Data collection is limited by legislation and by companies that collect data. 
 
[**GDPR**](customer-data-privacy-issues-in-digital-marketing) (General Data Protection Regulation) is a regulation that protects personal data of EU users and is valid for companies that work with EU citizens. A person can request personal data, correct and even delete it, revoke permission to its processing.
 
The Russian Federal Law on Personal Data prohibits disclosing user data to third parties without consent.
 
Google restricts cookies for 3rd party data in the Chrome browser. The company is planning to get rid of third-party cookies during 2022 to enhance user privacy. This approach is the obstacle to tracking customers’ interests and journey to conversion. It will become difficult or impossible for end-to-end analytics to find out customer journey through cross-devices. 
 
Apple restricts third-party cookies (Intelligent Tracking Prevention) for Safari browser (from 13.1). The browser restricts the collection of data from third-party services. IOS 14.5 now requests confirmation to collect information via IDFA (The Identifier for Advertisers). If the user doesn't confirm, the accuracy of data decreases. Apple offers an alternative — anonymous aggregated data. However, it won't be enough to cover all marketing needs with such information.

### Data Collection Rules

- Prioritize 1st party data, collect 2nd party data to [**build your own data system**](ways-to-address-customer-data-privacy-issues-in-digital-marketing) and be less dependent on 3rd party data.
- Notify users about data collection and ask their permission for its processing. You can't consider people whose data is collected secretly your target audience.
- Follow the legislation on user data protection and the rules of the information market.

## Conclusion

Marketing can't function properly without data. However, not all types of data are equally useful. There are 1st, 2nd and 3rd party data. First-party data is obtained directly from users. Second-party data is the 1st party data that companies buy from partners and businesses with a similar target audience. Third-party data is obtained from aggregators that buy information from companies or collect it themselves. 

1st party data is reliable and easy to collect, but not suitable for scaling your business. 2nd party data expands your audience, but it’s difficult to test its validity. 3rd party data contains a lot of information, but you can't be sure of its reliability. Third-party data is also available to competitors. 

Regulations of aggregators and state laws slow down the collection of information. Companies should monitor changes, create their own data collection and storage systems so as not to depend on third-parties.

In this article, we will learn how to use different types of data in marketing and how to collect information about customers without violating confidentiality.

large_1st-2nd-i-3rd-party-data.png

medium_1st-2nd-i-3rd-party-data.png

small_1st-2nd-i-3rd-party-data.png

thumbnail_1st-2nd-i-3rd-party-data.png

1st-2nd-i-3rd-party-data.png

Data is the backbone of marketing. 54% of marketers claim that success of advertising campaigns depends on data.

What Are 1st, 2nd and 3rd Party Data and How to Collect Them

First, Second and Third-Party Data

<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.

medium_marketing automation for education.png

small_marketing automation for education.png

thumbnail_marketing automation for education.png

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

<Img
img="/uploads/types_of_marketing_efad892e65.png"
alt="The Complete List of Types of Marketing"
/>

Marketing is a broad field that includes a variety of directions, each of which has advantages and disadvantages. Due to the active development of the field, there is always something to add to the list that already includes dozens of types of marketing.

## Types of Marketing

Types of marketing that have proven effective in different fields are the most popular ones. They are usually combined to achieve the best results.

### Traditional Marketing

Traditional marketing is the basis for the other types. Traditional marketing analyzes the audience, identifies its needs and interests, searches for its sore points and forms a unified concept for promoting products, services or an entire company.

The main concepts here are «segmentation», «positioning», «competitive advantages».

Traditional marketing is effective when it comes to promoting products familiar to the buyer, but it almost doesn't work on new ones. It helps to increase sales and profits, but has little or no effect on a company's image.

### Inbound Marketing

[**Inbound marketing**](inbound-marketing) is based on the creation of interesting and useful content to build a loyal audience. It can be a thematic blog, a newsletter, a set of guides, checklists and templates, presentations. It works in the following way: people search for the necessary information on the Internet, see your content and thus find out about your company.

If the person finds your material useful, they will be grateful for it and will remember the author. Next time they need some product or service, they are more likely to turn to a familiar company rather than to a new one. That's why this type of marketing is called «inbound» — customers turn to the company not because of your offer but because they need your help.
This approach won't bear fruit immediately, but it's an excellent way to improve the company's image.

### Outbound Marketing

Outbound marketing is the opposite of incoming: it is intended to resonate with the audience immediately. Talk with the audience about issues that bother them and offer a solution right away.

Here, marketers themselves implement a strategy, search for a target audience and come up with ways to influence it. For example, they set up targeted advertising, create email newsletters and even make calls. The main thing is to identify a potential customer and offer them your service directly. There are two scenarios: a person either ignores the offer and even blocks the brand's number, social media page or email address, or places an order. Statistically, people tend to ignore the brand's offers. That's why this type of marketing is rarely used independently. However, its effectiveness increases when the audience has already been warmed up in another way. Marketers often include elements of outbound marketing in hybrid strategies.

### Digital Marketing

Digital marketing is a set of marketing channels and tools in the digital environment. This includes search engine and email marketing, SEO optimization, any type of advertising on the Internet, infographics and so on.

One comes across digital marketing when they read [**push notifications**](in-depth-guide-on-web-push-notifications), watch a commercial in a mobile game, see an advertising post on a social network or a native advertising in an influencer's blog.

### Search Engine Marketing

Search engine marketing is a promotion strategy based on the consideration of search engine algorithms. The task of a marketer is to ensure that a company's or brand's website is brought to the top of search results.

The main tools of this type of marketing are SEO and contextual advertising.

### Video Marketing

Video marketing involves the use of video materials of any type: lectures, educational and informational videos, blogs, lifestyle videos.

The main difference from other types of promotion is the use of video content to solve marketing tasks.

**According to MarketingCharts, watch time of business-related videos increased in 2020. In 2019, people had watched such videos for about 4 minutes and in 2020 it started to take a little more than 6 minutes to watch videos about business.**

<Img
img="/uploads/Business_video_completion_rate_d65a10f5ef.png"
alt="Business videos completion rate in 2020"
/>

### Content Marketing

Content marketing is similar to inbound marketing. The main difference is that the content marketing materials tend to persuade people to purchase a product or service, while inbound marketing provides «pure» information.

Another difference is that there are more ways of spreading information in content marketing. In addition to blogs, newsletters and useful materials of different formats, information can be spread through educational events, the media, news sources, etc.

### Social Media Marketing (SMM)

Social media marketers [**use social networks to promote**](self-marketing-how-to-promote-yourself-on-social-media) products and services. They manage brands' pages on different social networks, interact with the audience, answer questions in the comment section or personal messages, post useful and entertaining content to get more followers. Their main tasks:

- attracting the audience and increasing audience reach;
- increasing brand awareness and improving its reputation;
- warming up the audience and converting subscribers into hot leads.

### Voice Marketing

A company representative calls a potential customer to

- conduct a survey;
- get feedback about the product;
- tell about product benefits or offer to purchase it;
- inform about promotions and special offers.

### Conversational Marketing

Conversational marketing is akin to voice marketing, but it involves a more personalized approach to customers. A company representative not only calls potential customers but also communicates with them in messaging apps, chats on the website and other channels. During the conversation, both sides benefit:

- the company gets an accurate idea about its audience and understands how to interact with it, collects a database of hot leads;
- the customer has an opportunity to get answers to their questions and feel important.

### Email Marketing

Email marketing specialists use email to interact with the audience. Marketers [**collect a database of email addresses**](how-to-build-an-email-database) of potential customers and make a content plan that includes interesting information, surveys and offers.

The main task is to consider both recipients' comfort and the brand's benefit.

**According to Statista, by 2025, the number of emails per day will reach 376 billion.**

<Img
img="/uploads/Number_of_sent_and_received_emails_per_day_ce52895c8c.png"
alt="The number of sent and received emails per day globally from 2017 to 2025"
/>

### Buzz Marketing

Buzz marketing is based on creating rumors about brands and their products. They are usually presented as information leakage or scandalous theories.

The point is to spur conversations, to get people to argue with each other and build theories to increase brand awareness.

### Influencer Marketing

[**Influencer marketing**](what-is-influencer-marketing-how-to-build-strategy) is a type of marketing that uses product and brand mentions from influencers: bloggers, actors, singers and other celebrities. People tend to trust advertisements if they involve someone they know. For example, a person is more likely to purchase a product if it is advertised by a beauty blogger they subscribed to rather than after watching a TV commercial.

### Personalized Marketing

Personalized marketing is the same as targeted advertising but in a broader sense. Marketers work with available information about users that can be collected on the Internet. After that, they create a database of potential customers, segment them and send each of them a «personalized offer». It can be a personal discount, a special gift, a promo code and so on.
Marketers often use a person's first name in their emails and other tricks to create the effect of communicating with a friend.

### Brand Marketing

Brand marketing is a set of actions aimed at making people purchase products of a particular brand. This type of marketing involves not only the creation of a logo and slogan. It also involves:

- social media style (friendly, serious, on behalf of the character);
- recognizable employee uniform;
- increasing opportunities (e.g. not just a coffee shop chain, but a cozy workspace for freelancers and students);
- ideology (careful attitude to nature, donating part of the profit to charity).

### Guerilla Marketing

Guerilla marketing requires the fewest resources. It involves distribution of leaflets and booklets, leaving comments on forums and social networks, publications in the media with the right caption.

This method is suitable for small companies (it slightly increases their awareness and doesn't require a lot of money on advertising). However, it's absolutely ineffective for medium and large businesses.

### Affiliate Marketing

[**Affiliate marketing**](affiliate-marketing-for-beginners) is a way of promotion in which a company concludes a contract on special terms with a third-party. For example:

- a blogger receives a personalized promo code and shares it with the audience. The more customers came from the blogger the more benefit this blogger gets. For example, they will receive a higher award or discount.
- the partner website contains a link to the website of the company. Benefits can be different: partners place links to each other on their websites, one partner gets a reward for promotion or service in return.
- referral links.

<Img
img="/uploads/Referal_link_of_Jarrod_Tech_fc9101cddc.png"
alt="referral links"
/>

### Account-Based Marketing and Customer Marketing

Account-based marketing involves identifying a separate target group from the whole audience and working with it. For example, VIP customers are the most promising and valuable buyers who deserve a special approach and personalization.

In this case, marketers don't waste time on a large number of potential customers, but concentrate on those who are more likely to provide benefits on an ongoing basis.
Customer marketing works in a similar way, but the key difference is that it is aimed at increasing the loyalty of existing customers rather than at attracting new ones.

### Word of Mouth Marketing

Word of mouth marketing is a type of marketing in which people mention a product in a dialogue with others (e.g. with family and friends). For example, they share interesting facts about this product or life hacks involving it, explain how to use it and so on. In this way, the product becomes recognizable among buyers.

### Relationship Marketing and Interactive Marketing

Relationship marketing and interactive marketing are almost the same because both types involve constant contact with the audience (surveys, events, interactive games, giveaways). As a result, people have a friendly attitude towards the brand and are most likely to choose it over competitors.

Customer reviews play a great role in these two types of marketing.

### Event Marketing

Event marketing involves the use of events (concerts, festivals, conferences and so on) to promote brands, their products and services. A company can be a sponsor of an event and thus become likable, or organize it itself. If people have a positive experience and receive useful information at this event, they will remember the brand.

### Global Marketing

Brands with a worldwide reputation use global marketing. Here, marketers need to take into consideration a lot of things: interests and needs of residents of different countries, their solvency, local peculiarities, laws and other factors.

A marketer's task is to come up with a strategy and implement it for different countries, taking into account their peculiarities and differences.

### Neuromarketing

[**Neuromarketing**](neuroscience-in-marketing) is based on the study of the reaction of neurotransmitters to certain advertising objects: banners, native advertising, special offers, friendly recommendations and so on. A further strategy is based on the data received during studies. It includes methods that have received the most positive unconscious responses, methods that cause irritation are rejected. This allows marketers to make advertising campaigns enjoyable and unobtrusive.

## Conclusion

There are lots of marketing types. However, it's impossible to achieve the desired result if you don't know the characteristics of your audience. A competent marketer can make a psychological portrait of the customer, choose the best way to work with them based on it and effectively put into practice marketing tools.

Types of marketing that have proven effective in different fields are the most popular ones. They are usually combined to achieve the best results.

medium_types of marketing.png

small_types of marketing.png

thumbnail_types of marketing.png

types of marketing.png

23 Main Types of Marketing: Complete List for 2022

The Complete List of Types of Marketing

<Img 
img="/uploads/qr_code_2_692f1ded4f.jpg"
alt="QR Codes for Business"
/>

During the Covid-19 pandemic, QR codes began popping up everywhere. The technology first appeared in the 90s, but the beginning of mass vaccination made it known for people all over the world and showed new prospects for business. The pandemic has sped up the penetration of technology into business processes. QR codes are used for contactless payment, they store marketing offers and product description, etc. A QR code is easy to use. A large amount of data can be encoded in it, so it seems to be a magic wand (e.g. there is no need to print a restaurant menu if you can print only a QR code leading to a web page with it). However, the technology sometimes can harm business. In this piece, you will learn how and where QR codes work, why it's profitable to use them and when it's better to abandon them. 

## What are QR Codes

A QR code (a quick response code) is a square-shaped pixel barcode. Unlike a simple barcode, a QR code is two-dimensional, which means that it’s read horizontally and vertically. A QR code stores more information than a barcode:

- links to the company's website, product pages or [**mobile app**](mobile-app-as-a-marketing-channel);
- payment details;
- data for verification or access to certain information (password, logins).

Masahiro Hara, an engineer at Denso Wave Inc., a subsidiary of Toyota invented a QR code. Barcode resources were not enough with the rapid economic growth of Japan and the increase in the number of goods in the 90s. New codes stored more information. The first QR code appeared in 1994, it was used in the automotive industry. Later, Denso Wave made the technology available to everyone. In the 2000s, the entire world recognized QR codes — the technology ensured transparency in production with tracking of every detail. The QR code received ISO certification, which means that the company's products meet international standards.

## How does a QR Code Work

A QR code has information encoded in one of the following ways: byte, numeric, alphanumeric, kanji (hieroglyphs). The scanner recognizes data by black and white cells, which are grouped in patterns. 
 
In the original Denso Wave technology, the scanner first reads three squares in the corners (finder pattern). There is also a small square in the lower right quarter. Next, other small square-shaped monochrome elements are recognized. But such a code is not the only option. There are others that look different but perform the same functions. Let's compare a few examples.
 
<Img 
img="/uploads/types_of_qr_codes_74f8072b5c.png"
alt="QR Codes"
/>

## Types of QR Codes

QR codes can be:

- **Static**. They store information that cannot be edited once the code is created. You can use them for fixed actions: encoding of Wi-Fi settings, identification of staff members, registration for events, transfer of details. 
- **Dynamic**. Information can be updated at any time. Companies choose such codes to collect statistics, [**feedback**](how-to-use-customer-feedback-to-increase-sales) and marketing campaigns. 

## Where QR Codes are Used

QR codes can be used in any sphere. Some examples: 

- **Marketing tasks** — promotions, additional information about products, digital business cards. 

- **QR code payment** — it's an alternative to a cash register and acquiring. 

- **Control of goods** in production and by inspection authorities.

<Note>
Example. The «[**Chestny ZNAK**](https://chestnyznak.ru/en/)» system for labelling goods: checking their originality and quality. 
</Note>

- **Staff members control** — access to some premises or files, identification.

- **Movement of people** — movement during the pandemic within a country and when crossing borders. 

- **Navigation** — self-guided tours.

<Note>
Example. In Abu Dhabi (UAE), there is a system of tourist navigation by QR codes: a tourist can see not only the address of the building but also a historical reference.  
</Note>

- **Educational purposes** — attendance control or access to learning materials. 

<Note>
Example. The «[**Mobile Library**](https://www.theguardian.com/world/2014/nov/03/sp-moscow-metro-russian-classical-literature)» project - stands with QR codes that lead to virtual bookshelves. The user selects a book and gains free access to it.
</Note>

- **Transition to augmented and virtual reality.** The user scans the code and goes to the product page. 

<Note>
Example. Kinder has added an AR QR code to its delicious products. Now both children and adults are scanning codes to open a portal into Africa. 
</Note>

<Gallery>
<GalleryItem
original="/uploads/11_2667db07ef.png"
thumbnail="/uploads/11_2667db07ef.png"
description="QR-код для демонстрации товара"
/>
<GalleryItem
original="/uploads/22_d7661aeb57.png"
thumbnail="/uploads/22_d7661aeb57.png"
description="QR-код для демонстрации товара"
/>
</Gallery>

## How to Create and Read QR Codes

Most modern smartphones can scan QR codes online using special applications from Google Play or App Store. Some smartphones can even scan QR codes with a camera. It's not necessary to scan the code from some surface, a photo or digital image is enough. This is how desktop QR code scanners work, for instance, [**Aspose QR Code Scanner**](https://products.aspose.app/barcode/recognize/qr). Apps also recognize codes from uploaded images.

<Img 
img="/uploads/qr_code_generator_app2_9404def8aa.jpg"
alt="Example of a QR code reader"
/>

### How to create a QR code

To create a QR code online, just select a QR code generator — an app or service on the website. Examples: [**QR Code Generator**](https://www.qr-code-generator.com/) and [**ME QR**](https://me-qr.com/). Just enter the data to be encoded and the size of the code image. Some services offer an unusual design. 

## Advantages of QR Codes for Business

### Easy to create and use

No special devices are needed, only an app on a smartphone. It's possible to take a picture of a QR code and then scan it online for free. After scanning, the user will go right to the resource. They won't have to enter the website address and other data manually. This speeds up access to information and purchase. 

### Contactless payment

The customer doesn't need cash or a card to pay with a QR code. There is no need to enter account/card details or phone number for money transfer. It reduces the risk of errors. QR code payment is easy. The user immediately goes to the payment details if the code is static. A dynamic QR code allows you to personalise payments and give the user a link to a payment with a specific amount. This method will speed up and simplify payment, protect users from phishing sites and errors.

### Bonuses for marketing

Coupons, additional information about products, links to contests are encoded in QR codes. QR codes store invitations to events or information about them. People can register for an event using a QR code. 
 
QR codes allow marketers to track places in the selling area that are attractive to customers. The more scans, the more visible the codes. This is a working tool for evaluating the effectiveness of outdoor advertising and [**tracking the customer journey**](stroim-customer-journey-map).
 
<Note>
Example. The user sees a printed advertisement of a product and the website address. Then they search for a website and make a purchase. Analytics will show that the customer came by direct search, when in fact they learned about the product from the advertising booklet. If you place a QR code containing a link and a UTM tag, then analytics will display the correct source that attracted the user.
</Note>

### Curiosity marketing

What is hidden in QR codes is always a mystery. Explain to users what they will get if they scan the code but do not forget to create intrigue. Tell them that they will get some surprise or bonus. 

### Economy 

During the pandemic, restaurants began to make digital menus to reduce the number of contacts with surfaces. This can also be used beyond the pandemic.

<Note> 
Example. The company doesn't spend money on printing and updating materials. The customer doesn't have to wait for the menu. It's convenient to choose dishes on the smartphone screen. You can take screenshots so as not to forget what you want to order.
</Note>
 
QR codes can also replace print advertising. Especially when leaflets are printed for a short-term promotion. Codes instead of offline materials simplify marketing and reduce company costs.
 
If there is not enough space in an offline store, a QR code will show the entire range. And the company doesn't need to rent a bigger space to accommodate all the products. 

### Easy printing and placement

QR codes are black and white and do not require colour printing. They can be scanned from different angles, which means that you can place them on any surface: banners, paper cups, printed leaflets, cars and so on. Even damage by 30% will not hurt - the scanner will recognize the code.

## Disadvantages of QR Codes for Business

### Inexperienced users

Not all people understand how to use QR codes. First, the company will have to conduct research and find out how advanced the target audience is and whether users will have difficulties.
 
<Note>
Example. Seniors are suspicious even of bank cards. Some senior people don't have modern smartphones with QR code scanners, so it will be impossible for them to use QR code payment. 
</Note>

### User distrust 

New things are often met with skepticism and suspicion. Customers can decide that you want to steal their money in such a «tricky» way. It's connected to a lack of digital literacy. You'll have to explain to distrustful users why you switched to new technology, how to scan QR codes and why it is safe. Sometimes it's not easy.

### QR codes are ineffective if they are the only option

QR codes are not always convenient even for advanced users. If the user doesn't have a QR code reader on their smartphone, they will have to spend time downloading it. The user can also forget the code for payment. You [**risk losing your customers**](warning-signs-of-customer-drop-off-from-your-digital-service) if you have only the QR code option of payment and receiving information.

### No access to the Internet 

[**90% of people**](https://www.qrcode-tiger.com/qr-code-statistics) worldwide had access to fast Internet in 2021, and mobile traffic reached [**millions of terabytes**](https://www.statista.com/statistics/271405/global-mobile-data-traffic-forecast/) in 2022. However, there can be some errors that lead to unstable Internet connection. This situation is familiar to everyone. This can happen due to a lack of money in the account, unsuccessful location or simply due to problems with a mobile operator or provider if the connection is via Wi-Fi. It is impossible to scan a QR code without access to the Internet. In this case, Google Pay/Apple Pay wins. 
 
## Conclusion

QR codes open up new avenues for business. You can use them in advertising campaigns, for contactless payment, presentation of your business or products and so on. QR codes store more information than users can find offline.
 
The main advantages of QR codes are their speed and simplicity. A smartphone with a special application is enough to scan the code. Besides, QR code payment doesn't require a point-of-sale terminal. QR codes save the company money on printing materials and provide accurate analytics of the effectiveness of outdoor advertising and product locations.
 
The major disadvantage of QR codes is that they are not accessible to everyone. Some people do not know how to use them or are simply not ready for this technology. You need access to the Internet to scan QR codes, while Google Pay/Apple Pay work without it.

In this piece, you will learn how and where QR codes work, why it's profitable to use them and when it's better to abandon them.

large_qr code 2.jpg

medium_qr code 2.jpg

small_qr code 2.jpg

thumbnail_qr code 2.jpg

qr code 2.jpg

Learn how and where QR codes work, why it's profitable to use them and when it's better to abandon them.

Qr Codes: How They Work and How to Use Them in Business

QR Codes for Business: Pros and Cons

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

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

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

## What reactivation emails are and why they are important

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

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

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

## Why reactivation emails are necessary

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

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

## Subscriber reactivation strategy

There are three ways to revive «sleeping» users:

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

## Steps to reactivate subscribers

### 1. Determine the causes

Why subscribers «fall asleep»:

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

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

### 2. Segment the audience

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

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

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

### 3. Set reactivation limits

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

### 4. Offers for return

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

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

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

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

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

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

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

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

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

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

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

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

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

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

**Which offer to choose**

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

Example of a series:

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

### 5. Create email layout design correctly

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

Let's take a look at a few examples:

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

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

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

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

### 6. Test the options

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

## Common Mistakes in Reactivation Emails

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

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

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

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

## How to avoid the need for reactivation

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

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

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

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

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

## Conclusion

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

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

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


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

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medium_How to Reactivate Inactive Email Subscribers.jpg

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thumbnail_How to Reactivate Inactive Email Subscribers.jpg

How to Reactivate Inactive Email Subscribers.jpg

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

Reactivation of “Sleeping” Subscribers: What Emails to Send

How to Reactivate Inactive Email Subscribers

<Img
img="/uploads/What_is_a_Lead_Magnet_15_Ideas_for_Your_Business_e3dba24db8.jpg"
alt="Lead Magnet"
/>

[**50% of marketers**](https://wpforms.com/online-form-statistics-facts/) who use lead magnets note improved conversion rates. A lead magnet is a hook that fishes leads out of the general audience. There is hardly a person who has never downloaded a free checklist, guide, or webinar recording. People find free material appealing. Product samples have existed since the emergence of marketing, now they are also available in digital format. 

In this article, you will learn more about lead magnets: what they can contribute to your business, how to create effective free materials, and what formats to use.

## What is a Lead Magnet

A lead magnet is a bonus that the user gets in exchange for their data: email address or phone number. This can be a piece of content such as a discount, guide, checklist, ebook, and so on.

<Note>
Note: the user gets your material for free.
</Note>

<Img
img="/uploads/lid_magnit_88cf5873de.png"
alt="Lead magnet"
/>

What happens next with the data? Managers call a prospective customer or use targeted advertising. It depends on the type of lead magnet and its role in the sales funnel.

*For example, the user has downloaded a checklist on the best countries for vacation. In this case, we email them all favourable options. In the situation when the user shows interest in some particular presentation and tourist route, we call them and give details about this package tour.*

Adding a lead magnet to your business is a win-win game: a prospective customer is provided with new information free of charge, and the company gets a lead. Commonly, lead magnets are employed to sell complex products that cannot be purchased with just one click.

There are several types of lead magnets:

- **Seasonal**. For example, this can be a checklist on choosing a gift for the Year of the Tiger.
- **Time-sensitive**. Any studies and trends lose relevance after some time.
- **«Evergreen»**. This type is always relevant. Guide: Top 15 At-Home Exercises.

<Img
img="/uploads/ogranichennyj_lid_magnit_8b365b4fa1.png"
alt="Lead magnet"
src="Time-sensitive lead magnet"
/>

## What tasks does a lead magnet help to solve?

1. **Lead generation.** The primary goal of a lead magnet is to get a lead (a prospective customer who fits the target audience of the company and shows interest in its product). [**Lead generation**](https://ignitevisibility.com/b2b-lead-generation-campaign/?utm_source=altcraft&utm_medium=link&utm_campaign=lead-magnet) is the process of attracting prospective customers to your business for sales managers and marketers to work with them, and a lead magnet is a strategy stage.

2. **Identifying your audience.** In most cases, interested people download lead magnets. If there are random people, [**lead scoring**](what-is-lead-scoring) will come in handy. Once you find your target audience, you can work with it: send emails, set up ads for specific people on social media, or call them and sell your product directly.

3. **Introduction to your brand.** Lead magnets help to start unobtrusive communication with the user. A prospective customer will get to know you through your free product sample.

4. **Building trust.** Few people like point-blank offers to purchase something. Especially if the product is complex. Free material from the company will dispel doubts and prove your expertise. If it solves the user's problem, you will be [**more trusted**](customer-trust).

## How to create a lead magnet

A solid lead magnet:

- **Promotes your business. It is related to your product.**

It is better not to create a lead magnet that is vaguely related to your business. Such material might solve users' problems, but your company will not benefit from it. Use lead magnets to show what problem your product solves.

*For example, you can give users a free presentation template and mention that there is your service that will make a bespoke presentation for their business.*

- **Free of charge**

You can five a free trial as a gift, or set an insignificant price.

*For example, such services as Amazon Prime Video or Netflix often offer users a free one-month trial period.*

<Img
img="/uploads/amazon_prime_video_free_trial_72391dae41.png"
alt="Lead magnet"
/>

- **Promptly solves the user's problem**

A solid lead magnet offers your prospective customers a shortcut to solving their problems.

*The «How to Increase Sales in a Crisis in a Week» guide is a good lead magnet. The «Anti-crisis Marketing Theory» e-brochure does not solve a specific problem, so it is a poor example of a lead magnet.*

- **Easy to use**

The user does not need to install special software or perform some other actions to use a lead magnet. Choose formats that are available to everyone.

- **Easy to get**

There should be no long opt-in forms and dozens of «Enter the code» boxes. The easier it is to get your lead magnet, the higher the probability that the user will not leave halfway through.

## Creating a lead magnet

**1. Identify the audience and the problem that your lead magnet solves.** The brand audience is not always homogeneous, so you need to decide which part of it you want to attract. The easiest way to find out your users' problems is to [**conduct a survey**](/features/forms-and-surveys).

**2. Choose the format of your lead magnet.** Different materials are relevant at each stage of the sales funnel. Determine at which stage of decision-making your prospective customer currently is. Are they ready to make a purchase?

<Table>
| **Stage** | **Type of lead** | **Material to offer** |
| ------ | ------ | ------ |
| Problem recognition | Cold lead | Checklist, infographics, test, guide, webinar |
| Search for information about the problem and solutions to it | Warm lead | Product presentation, demo, case study, coaching session | 
| Considering options | Hot lead | Discount, price-fixing, free delivery |
</Table>

**3. Give a name.** The heading of a solid lead magnet mentions the problem and promises to solve it. You can use the formula:

<Note>
Benefit + time limit + objection
</Note>

*Example: How to Double Traffic in a Day without Budget.*

**4. Arrange your lead magnet.** The quality should be that of a product for sale. A lead magnet also [**represents your brand**](the-why-and-how-of-personal-branding).

**5. Select the method of spreading your lead magnet and the way of communication with prospective customers.** Find the place for your lead magnet: you can place it statically in a section on your website, on a separate landing page, in a pop-up, or include it in your advertising. Describe what you offer, follow the questions: - what is it, - why do your users need it, - how can they get it. Add a CTA. Do not forget to thank users for their data (e.g. in the form of an email).

**6. Launch your lead magnet and plan further updates.** Not all lead magnets can be «evergreen». Plan updates in advance to avoid offering users irrelevant information.

## 15 Lead Magnet Ideas

There are dozens of lead magnet options. Some of them have become overused: checklists, guides, free webinars. Offer some alternatives to these standard formats.

### 1. Template

Presentation templates, Google Sheets to calculate data, etc. Such a lead magnet saves the user's time. It takes a long time to create presentations and sheets with formulas from scratch. Such a bonus from the company impresses the user because you do all the work for them.

<Img
img="/uploads/lid_magnit_4_e73a836e46.jpg"
alt="Lead magnet"
src="Free templates that can only be used after registration — an example of a lead magnet"
/>

### 2. Early-bird price

You can offer the user an early-bird discount on the events where the price increases every month: webinars, major conferences. Create a lead magnet before a sales opening so that the user can share their data to be one of the first to receive your offer at the lowest price.

<Img
img="/uploads/creativelive_28d9f1d474.png"
alt="Lead magnet"
/>

### 3. Free coaching session

Tell the user more about your product or offer advice that may solve their problem in exchange for their data. The more serious the coaching session, the more credibility you will gain. Indicate that the user talks with experts, and not an automated system.

*An example of an effective lead magnet in the form of a coaching session. The service offers the user a free website report and explains that a real person works on it, so the answer may take a few days.*

<Gallery>
<GalleryItem
original="/uploads/lid_magnit_5_06da826940.jpg"
thumbnail="/uploads/lid_magnit_5_06da826940.jpg"
/>
<GalleryItem
original="/uploads/lid_magnit_6_45fbc4b3f1.jpg"
thumbnail="/uploads/lid_magnit_6_45fbc4b3f1.jpg"
/>
</Gallery>

### 4. Giveaway

The only condition is to share the data. Giveaway options:

- instant win;
- there is a winner announcement date.

What can be a giveaway prize? This can be your product, service, or something else related to your business (e.g. your merch). Prepare a bonus for those who will not win: an additional discount on your product or service.

### 5. Quiz

This interactive option of a lead magnet is entertaining and useful. The user takes your quiz and enters their email address or phone number to get a result. If the quiz takes time, a person is unlikely to refuse to share data at the end since the time has already been spent.

*Quiz example from [**Ipsy**](https://www.ipsy.com/quiz/take/questions). Ipsy is a personalized beauty subscription service. During the test, you answer questions about your hair color, eye color, skin type, favorite makeup brands, and more. At the end of the test, the user is offered to share their email to get a result.*

<Gallery>
<GalleryItem
original="/uploads/test_002093e222.png"
thumbnail="/uploads/ipsy_ask_for_an_email_9b5534fc03.png"
/>
<GalleryItem
original="/uploads/ipsy_ask_for_an_email_9b5534fc03.png"
thumbnail="/uploads/ipsy_ask_for_an_email_9b5534fc03.png"
/>
</Gallery>

### 6. Series of training emails

It is an alternative to the standard course. If you use this option, your potential customers will slowly get used to your brand. If you send all the information at once, the user may not start taking the course. An email a week does not take much time and effort.

### 7. Infographics

Use infographics for data from your materials. It is more vivid and interesting than just a résumé, checklist, instruction in the text form, or cheat sheet.

### 8. Script

Send the user a ready-made sales (or some other) script or invite the user to create one themselves for free. A lead magnet promotes the products of the company (books, methodologies, and so on) or services to create a bespoke script for the user.

<Img
img="/uploads/script_as_a_lead_magnet_3854d05976.png"
alt="Lead magnet"
/>

### 9. Invitation to join a private club

It is similar to time-limited free access. However, being a member of a closed community is more prestigious. Allow unrestricted access to the community if it is an addition to your main products and services. If it is your main offer, grant temporary free access.

<Img
img="/uploads/lid_magnit_13_501c13a332.png"
alt="Lead magnet"
src="Lead magnet — participation in the community"
/>

### 10. Skill simulator

This type of lead magnet allows users to train some skills interactively for free (e.g. aural skills, perception of foreign speech, visual experience, and so on).

<Img
img="/uploads/skoove_piano_simulator_acfe48cdff.png"
alt="Lead magnet"
src="Online music school promotes its services through a simulator"
/>

### 11. Tool for work
 
In this case, a company either shares a list of its tools or offers a specific tool to speed up and simplify the user's workflow.

<Img
img="/uploads/toolkit_as_a_lead_magnet_161ebc631f.png"
alt="Lead magnet"
/>

### 12. Free delivery

It is a small but pleasant bonus that will work if a lead considers several similar options. Special conditions increase the chance to choose in your favour.

*For example, Amazon offers free shipping if a user orders $25 or more. To activate this condition, the user should sign up, in other words, share their data.*

<Img
img="/uploads/free_shipping_on_amazon_7d69fe449c.png"
alt="Lead magnet"
/>

### 13. Case study

It is a lead magnet for «warm» leads who consider several options and want to make sure that this product or service is what they need. A [**case study**](how-otkritie-broker-JSC-has-automated-communications-with-clients-using-Altcraft) reveals the inner workings of a company: figures and data. Use this type of lead magnet for complex products since it shows that your company is experienced and trustworthy.

<Img
img="/uploads/case_studies_as_a_lead_magnet_a6cc28cd9c.png"
alt="Lead magnet"
/>

### 14. Bot or app

A company gives users access to some tool that is used for internal processes or creates a bot/app to facilitate the work with its product.

*For example, you can search for air tickets on Aviasales without registration. The company offers a bot that tracks and sends prices. The company uses this lead magnet to reach out to the user through messengers and thus to get a prospective customer.*

### 15. All materials at once

It is a bold option to provide the user with all free material you have. On the one hand, it is a simple lead magnet. On the other, it is an unconventional way to attract a lead.

## Résumé

A lead magnet is used for lead generation, a strategy of attracting prospective customers through a free product sample in exchange for data (email address or phone number). It also builds trust and unobtrusively introduces users to your brand.

A good lead magnet is easy to get and use. There is no need to take several registration steps and choose unpopular formats.

A lead magnet solves a specific task of a prospective customer and advertises the product of your company. It is pointless to create materials that help users but do not relate to your business.

A lead magnet represents your main product, so its quality should be that of a product for sale.

Learn more about lead magnets: what they can contribute to your business, how to create effective free materials, and what formats to use.

large_What is a Lead Magnet: 15 Ideas for Your Business.jpg

medium_What is a Lead Magnet: 15 Ideas for Your Business.jpg

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thumbnail_What is a Lead Magnet: 15 Ideas for Your Business.jpg

What is a Lead Magnet: 15 Ideas for Your Business.jpg

Free materials attract. In this article, you will learn what a lead magnet is and how to create one. As a bonus, we give you 15 lead magnet ideas.

What Is a Lead Magnet and What Tasks Does It Solve: 15 Ideas

What is a Lead Magnet: 15 Ideas for Your Business

<Img
img="/uploads/telegram_v_biznese_f662aed4e8.jpg"
alt="Telegram for business"
/>

[**52% of the Russian Internet audience**](https://www2.deloitte.com/content/dam/Deloitte/ru/Documents/technology-media-telecommunications/russian/mediaconsupmtion-russia-2021.pdf) use Telegram and [**500 million people**](https://telegram.org/faq#q-who-is-telegram-fork) around the world use the messenger every month. Telegram is the second most popular messenger after WhatsApp, but it is currently catching up with the competitor. In October 2021, Telegram [**grew by 70 million**](https://t.me/durov/170) users per day due to WhatsApp and Facebook outage. In the same year, Telegram became the most popular app in 50 regions of Russia.  
 
Speed, simplicity and security are considered to be the advantages of the messenger not only by regular users. Using Telegram for business is convenient and profitable: it is free and its functionality meets the needs of many companies. Telegram as a corporate messenger, cloud storage and a tool for communication with customers are just some of its features. In this piece, you will learn how to use Telegram for business purposes.

## What is Telegram

Telegram is a free cloud messenger developed by the founder of VKontakte Pavel Durov and his brother Nikolai. It is popular in Russia, in the CIS countries, China, India, Iran and some other counties. The app emerged in 2013 and was called Telegraph. It is based on MTProto encryption technology, which increases the degree of data protection. Telegram works on mobile devices and in the desktop version with instant synchronization.

Private and group chats are not the only features of Telegram. The following features are available:

- voice messages and broadcasts in the groups;
- video calls and video messages;
- file sharing (documents, audio, video, archives);
- secret chats that can be deleted after a certain period of time;
- channels.

The messenger was blocked by Roskomnadzor in Russia in 2018. It happened due to the refusal to provide the encryption keys to FSB. However, in 2020, the restrictions were lifted, and Telegram became legal again.

## Telegram audience

The core audience of Telegram is users from 25 to 34 (30,6%), all other age groups are approximately equal. Except for teenagers, only 7,7% of them use Telegram. In other words, the audience of this messenger is quite adult.

More men than women (only 39%) use Telegram. As for the fields of activity, IT representatives predominate in this messenger (77%), 22,5% are engaged in manufacturing and 10,6% are engaged in the sales business. Marketers, specialists from the fields of education, healthcare, finance and others also use Telegram. 46% of Telegram users are employees, 11% of them are executives. There are few business people in Telegram — only 5%. There are more self-employed people and freelancers - 15%.

Telegram is used by an educated audience: 60% of users have a higher education, a quarter of them continue to study, for instance, at graduate school. About 11% of users are university students.

The audience of the messenger is solvent. Every fifth Telegram user earns more than 90 thousand rubles a month. Therefore, Telegram is a promising platform for sales and product promotion.

## Telegram tools for business

### Channels

Channels distinguish this messenger from its competitors. A telegram channel is a feed that consists of text messages with emojis or attached media files. Comments and polls are also available in channels. Subscribers get [**push notifications**](mobile-marketing-101-push-notifications) about new posts.

There are [**more than 300 thousand channels**](https://tgstat.com/) in the Russian-speaking segment alone. The most popular channels are news ones. 82% of users read news in Telegram. 43% of users are subscribed to channels connected with their fields of activity, 59% of users consume entertainment content and the same percentage is the audience of political channels. 55% of users use the messenger for educational purposes.

Some people promote their business in their channels, others order advertisements in bigger channels.

### Group chats

Group video calls and file sharing are available to a Telegram group chat users. Two-way communication distinguishes group chats from channels: each user can write a message to the chat, while in the channel users can only leave comments (if this option is enabled). In group chats, users can respond to a specific person or mention them using @.

**Types of Telegram group chats:**

- **Basic** - up to 200 users, each of them can add new members and edit a group description.
- **Supergroups** more than 200 people in the chat. A group admin assigns roles and sets restrictions on user activity. Such groups are convenient to use as business chats or channels of communication with a group of customers.

### Bots

[**Telegram bot**](updates-telegram-bot-facebook-ads-manager) is a Telegram chat that responds to certain actions of users and automatically provides the necessary information. Simple bots perform only one function. For example, they can check texts, put spaces, search for music, etc. More complex bots communicate with users and answer their questions. Bots are an alternative to mobile apps for companies. It takes fewer business resources to develop them, and users do not need to install one more app on their smartphones. Robots will take over communication with customers and even place orders with payment.

<Gallery>
<GalleryItem
original="/uploads/mephbot_accf530afc.png"
thumbnail="/uploads/mephbot_accf530afc.png"
description="Telegram bot"
/>
<GalleryItem
original="/uploads/skeddy_fd1994ab30.png"
thumbnail="/uploads/skeddy_fd1994ab30.png"
description="Telegram bot"
/>
</Gallery>

## Advantages of Telegram for business

Telegram is suitable for internal business needs and for working with customers. Business advantages of the messenger:

- Free use without limitations.
- Fast speed of information delivery to other users and colleagues.
- Channels and groups are easy to create.
- Automation of some work processes by bots. No need to create separate apps.

### How to use Telegram within a company

Telegram chat is a replacement for a paid corporate messenger. 41% of users communicate with colleagues in Telegram. This messenger is also suitable for chats with customers.

Sharing and storing files in Telegram is also an advantage for business. There are several file categories in the messenger: media, documents (and files of other formats), links and voice messages. It simplifies the search inside the chat.

### How to use Telegram to work with customers

**User support**

Telegram support is an addition to email and phone communication or a replacement for it.

Pros of such a channel:

- Speed — it's faster to send a message in Telegram than communicate via email. There is no need to waste time during a phone call: a specialist will answer when the problem is solved.
- Automation bots distribute requests and answer standard user questions.
- 24/7 support — bots work instead of employees during non-working hours.
- It is easy to share files: the user takes a photo or makes a video and immediately sends it to support. So the problem may be solved faster than over the phone.

### Telegram channel instead of a corporate blog

The advantage of a Telegram channel is that the user does not need to create a certain layout as in a blog or a website. This messenger is suitable for short notes. There is an extended version called [**Telegraph**](https://telegra.ph) that allows users to post articles. It is a simple text tool using which one can insert photos and videos into the text. If you add a link to some post from Telegraph to a channel or chat, users will be able to read this text in messenger.

A Telegram channel can act as an additional tool for a company's blog: the user can post short versions of blog articles, main points of articles or announcements with a link to the main blog. Posts in channels are similar to social media posting. However, there are certain pros and cons.

- Disadvantage: posts have no organic growth, only subscribers of the channel can see them.
- Advantage: there is no «smart» feed that sometimes does not show posts to the users. Channel subscribers can see all posts.

### Newsletters

Dozens of requirements have to be met in email and SMS newsletters in order not to get into [**the list of spammers**](how-to-send-millions-of-emails-and-avoid-spam-filters). In Telegram, everything is simple — no layout is needed, no restrictions on stop words in texts, and communication is free. Telegram newsletter options for business:

- company and industry news;
- information about promotions and discounts;
- user order statuses;
- event reminders and other information.

### How to send out newsletters via Telegram

Manual method. However, it takes a lot of time. You will have to enter contact information yourself and use third-party analytics systems to check the effectiveness of your campaigns. The solution to this problem is sending out your newsletters via omnichannel platforms.

[**Altcraft Platform**](/en) aggregates all user data from different sources and collects analytics from available channels. The platform is compatible with bots and Telegram groups. Send information to users individually via a bot or to a certain segment of customers using a group. In a few clicks, you can create a message for a broadcast, regular or trigger newsletter. You can add a bot to your group or channel.

Send text messages, photos, audio and video files, gif images, documents to Telegram via Altcraft Platform. Also, add buttons with a link to your website.

## Telegram for sales

A Telegram channel is the same as content marketing. You post content for your subscribers and embed advertising of your product in it. If a company develops its channel, it gets a community of [**loyal audience**](customer-loyalty).

Advertising a company's products through other channels is another way to sell via Telegram. There are two types of advertising: direct (when you approach channel owners) and official targeted messenger ads, which emerged in 2021.

Telegram ads are short messages marked «Sponsored». However, a company must have at least two million euros on its account to join Telegram advertising network.

### Autofunnels in Telegram

Autofunnels are automated newsletters for warming up users and selling products: core and additional. They usually start with a lead magnet — a free product to get which users leave their contact information and allow newsletters. Then users receive emails (messages) that depend on their activity. Autofunnels in Telegram work via bots.

### Telegram bots and channels as a business

A promoted channel generates income from advertising. A telegram bot itself, which performs certain functions instead of a person (e.g. sends messages at the right time, collects tasks and feedback), can act as a product.

*Example. Eddy Travel chatbot helps users find hotels, explore tours and search flights. The bot is powered by Skyscanner and attracts free referral traffic to the service website.*

<Img
img="/uploads/eddy_travels_3537c38734.png"
alt="Eddy travel bot"
/>

## Conclusion

Telegram is a promising ever-growing platform for business. Adult, educated and solvent audience uses the messenger. The following Telegram tools are available for business: bots, channels and groups for both internal needs of companies and communication with users.

Telegram user support speeds up problem solving and simplifies communication. The bot will answer frequently asked questions, record a request or inform a specialist about the customer's question.

Sales in Telegram are usually conducted through newsletters, autofunnels with bots and content-marketing channels that replace corporate blogs. There is also an advertising function in Telegram to promote your product: direct through channel owners and official targeted ones.

Learn how and why to use Telegram for business. What audience prevails in the messenger, its advantages and tools.

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Telegram as a corporate messenger, cloud storage and a tool for communication with customers are just some of its features.  In this piece, you will learn how to use Telegram for business purposes.

Customer Data Platform

Omnichannel Marketing

Loyalty programs

Drag-and-drop email designer

Personalized mailings

MVT and A/B testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messaging apps

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