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<Img
img="/uploads/akcionnye_rassylki_c242b92ebd.png"
alt="Email Campaigns About Promotions"
/>




Customers love discounts and often subscribe to brand newsletters to not miss out on lucrative offers. Companies are well aware of this and periodically organize promotions to boost sales, draw attention to new products, or re-engage subscribers.
Promotional email campaigns are used in both regular and situational marketing campaigns, covering various marketing channels. Sending promotional messages via email remains one of the most popular ways to capture customers' attention with special brand offers.
In this article, we will discuss the different types of promotional campaigns, how to create them, and provide examples.
## What are promotional email campaigns and why do you need them


A promotional email campaign is a message or a series of emails that inform subscribers about discounts, sales, and special offers from a brand. The goal of such emails is to sell products and services within a specific time frame. The limited-time nature of discounts or a limited quantity of available items motivates subscribers to make purchases quickly.


Usually, these promotional messages are sent to prepared and loyal customers who are familiar with the brand and have intentionally subscribed to the company's marketing channels to receive timely information and attractive offers.


Promotional email campaigns are a versatile approach that suits any business direction. People love and anticipate discount periods, and sellers use them to stimulate sales, introduce less-known brands into their range, or simply clear out excess inventory.
## Types of promotional emails


Promotional campaigns are typically classified into three types.
<Table>
| Type of campaign | Descripton |
| ------ | ------ |
| **Regular** | They are launched periodically, possibly always at the same interval. *For instance, a brand might have a new promotion every month, while a construction company changes its offers once per quarter.* |
| **Situative** | They are done in honor of holidays or [**newsbreaks**](https://altcraft.com/glossary/what-is-a-newsbreak-its-types-and-how-to-create-it): expected or unexpected occurrences (football championships, movie premieres, and so on). *Traditionally, promotions take place before New Year, Easter, and other holidays. A brand's anniversary is also a reason to launch a promotion.* |
| **Seasonal** | Planned sales (often large-scale) during the change of seasons. *For instance, discounts on winter footwear right before spring to reduce the amount of inventory in stock.* |
</Table>

Messages about promotions are also categorized based on the types of offers. This can include a discount on:


- one, several, or a specific group of products;
- the entire assortment;
- the second/third or related product;
- certain products during "happy hours."


Instead of discounts, customers may be offered gifts or special conditions (free delivery and others). The mechanics of discounts are only limited by the marketers' imagination. However, the choice of promotion type and the message for distribution that a customer receives always depends on the business goals.


## How to create an email campaign about a promotion


**1.** Define the goals of the promotional campaign: to inform about discounts, increase sales, boost website traffic, and so on.
<p>

**2.** Set a specific timeframe for the promotion, clearly indicated in the email. Regardless of whether it's an email, push notification, or [**SMS campaign**](https://altcraft.com/blog/sms-marketing), the promotion should have a time limit. Otherwise, customers might delay their conversion or forget about it.
<p>

**3.** [**Segment your audience**](https://altcraft.com/blog/how-and-why-to-segment-target-audience) to personalize offers. *For example, offer loyal customers a discount on an additional item, as they are likely to make a purchase anyway. For the rest of your* [***customer base***](https://altcraft.com/glossary/everything-about-the-customer-database), *provide a 30% bonus on their first order.*
<p>

**4.** Determine the frequency of emails sent to a single email address. If the promotion spans over a longer period, consider sending multiple reminders to ensure that customers don't miss out on the attractive offer.
<p>

**5.** Write the email content, including:

- A headline with the offer (usually displayed on a banner).
<p>

- Description of the promotion, both the general details and specifics of individual products (if applicable).
<p>

- Additional information about related promotions or other offers. However, it's generally better to focus on one promotion per email.
<p>

- [**CTA**](https://altcraft.com/blog/what-is-cta) button for making a purchase. It should be prominent and lead to the website. At the bottom of the email, include an unsubscribe link and additional contact information for the company.

**6.** Create an appealing email design. Avoid overloading the email with images to ensure quick loading. Also, ensure that the layout is mobile-friendly.
<p>

**7.** Come up with a clear and engaging subject line and [**preheader**](https://altcraft.com/glossary/preheader-why-it-is-required-and-how-to-create-it) (a brief description after the subject line) that immediately convey the content or intrigue the recipient. If a subscriber doesn't open the email, all other efforts will go to waste. Therefore, a well-crafted subject line is crucial for the success of your email campaign.
<p>

**8.** Launch the campaign and analyze its effectiveness. Make adjustments if necessary and feasible based on the campaign's performance.

## Examples of promotional email campaigns


### **Subject Line:** Up to 20% Off! 📣 Spend & Save on NOW!


This promotional email showcases a vibrant color palette for added impact. The email features a striking header that boldly announces the special offer, coupled with the coupon code and collection links. The subject line is equally captivating, promptly unveiling the offer's benefits.

<Img
img="/uploads/image1_843b4302d0.png"
alt="Up to 20% Off! Spend & Save on NOW!"
/>

### **Subject Line:** Flash Sale ⚡30% Off Cosmetics


Scheduling a time-sensitive flash sale email taps into audience FOMO. Check out Swati Cosmetics' site-wide flash sale example. Sent to loyal customers and subscribers familiar with the brand, the email's bold design and vivid CTA colors grab attention.



<Img
img="/uploads/image2_275661492b.png"
alt="Flash Sale 30% Off Cosmetics"
/>


### **Subject Line:** Our New Collection Is Finally Here


Informing loyal customers about your latest launch or collection is an effective way to demonstrate your interest in them. Follow Valentino Beauty's lead with their announcement email for the new spring collection. The email sparks interest in trying new nail polish colors and strategically places a contextual CTA to shop the spring collection, encouraging users to explore the new products on the website.



<Img
img="/uploads/image5_8d250b4d9d.png"
alt="Our New Collection Is Finally Here"
/>

### **Subject Line:** Why Is Renting a Car So Chaotic?


Using email to boost blog or website content is a proven strategy. Marketers use email lists to drive website traffic. Craft a content promotion email with blog links, inspired by Apple. This targets subscribers interested in updates and includes relevant blog links. Automated through email tools, you can replicate this with your RSS feed for content promotion.



<Img
img="/uploads/image6_3b10917328.png"
alt="Why Is Renting a Car So Chaotic?"
/>

### **Subject Line:** Last Chance for Easter Delivery 🐇


Sending holiday promotion emails at season's end or during festive periods boosts engagement and capitalizes on the holiday shopping mindset. Brands craft elaborate holiday campaigns for a slice of the revenue pie. Consider this M&Ms email example: a vibrant theme with testimonials prompts Easter purchases. A last-minute reminder and shipping assurance taps into subscribers' FOMO, driving impulse buys.



<Img
img="/uploads/image3_4eda1cb9a2.png"
alt="Last Chance for Easter Delivery"
/>

### **Subject Line:** Shayla, NEW! Collect our second enchanting Disney 100 charm ✨

Utilizing promotional emails for product launches can intrigue subscribers to explore your new offerings online. Consider Pandora Jewelry's sophisticated product launch email as an example. It introduces their Disney collaboration range, featuring elegant charms available for online purchase. The personalized subject line and email note attract charm and Disney enthusiasts. High-quality product images further captivate attention, encouraging clicks.



<Img
img="/uploads/image1_15a32ff87d.png"
alt="Shayla, NEW! Collect our second enchanting Disney 100 charm"
/>



## Summary


Promotional emails are one or multiple messages, often emails, that inform subscribers about special offers from brands. These emails (or SMS, Push notifications, etc.) are used to increase sales, attract customers to lesser-known brands, or clear excess inventory through sales.
Typically, regular, seasonal, or situational campaigns are launched, triggered by specific events. To create an email campaign for a promotion, the first step is to set a goal, segment the audience, and establish discount limitations. Following this, the email's content is crafted with a compelling subject line, clear preheader, and noticeable CTA. Design is also important, with a focus on avoiding cluttered visuals.


Promotional emails, including SMS, Push notifications, and more, inform subscribers about brand offers, aiming to boost sales and clear excess inventory.

image7.png

Learn how  promotional emails inform subscribers about exclusive offers and drive results.

How to Create Email Campaigns About Promotions & Examples

How to Create Email Campaigns About Promotions: Effective Examples


<Img
img="/uploads/Blog_ang_21234ef77d.png"
alt="How to Increase Your Customer Database for Email Newsletter"
/>

Have you ever faced the disappointment of readers unsubscribing from an email newsletter you spent almost the entire workday preparing? This kind of frustration is like a teacher losing your perfectly written exam paper.

Losing valuable contacts can be disheartening, but don't let it shake your confidence. Instead, think about what you can do to improve the situation.

Some events are beyond your control. People may unsubscribe when their interests change, such as when they change jobs. However, it is entirely within your power to continuously grow your contact list with interested individuals. Here you will find proven strategies for rapidly increasing your subscriber base.

## Why you need the email list of leads


A list of email addresses consists of people who have filled out a registration form and given the company permission to send them newsletters. Through these newsletters, the company informs subscribers about promotional offers, updates and schedules, guides, and new products.

In addition to email addresses, the [**database**](https://altcraft.com/glossary/everything-about-the-customer-database) also accumulates other demographic, social, and behavioral information about subscribers. This allows marketers to develop personalized offers.

The path to profitable email marketing starts with growing the contact list. We want to caution you against [**common mistakes**](https://altcraft.com/blog/nine-rules-for-successful-email-deliverability) made by impatient marketers. In the pursuit of quantity, many forget to maintain the database's cleanliness and order.

## Why to constantly expand your email list

The normal unsubscribe rate from email newsletters is typically around 0.2-0.4%, though it may vary slightly across different industries.

The number of active email addresses in your list naturally decreases over time. Therefore, marketers should continuously attract new customers.

Your email list serves as the engine of your marketing campaign. Like a real locomotive, it requires constant maintenance, which demands time and effort. This may be tiring, but if you create a healthy and high-quality email list, the results will not disappoint:

- Build trust with your [**target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it).

- Foster strong relationships with subscribers.

- Increase website traffic.

- Boost sales.

- Enhance brand awareness.

- Obtain fresh information about real customers.

- Elevate subscriber engagement levels.


## 20 helpful ideas for boosting your email list 

### Idea #1. Place registration forms on key pages of the official website

The homepage is the face of your brand and receives a significant portion of the traffic. It makes sense to position the subscription form right at the beginning of the user's journey.

Apart from the homepage, there are other frequently visited sections of the website. For instance, pages with podcasts or the online store can attract a lot of traffic. Consider collecting contact information on these pages as well. Experiment until you find the best way to attract subscribers.

<Img
img="/uploads/photo_2023_08_02_14_33_51_9fb1628ec1.jpg"
alt="registration form on a webpage of the author & blogger"
/>

### Idea #2: Use pop-ups to grab attention

Pop-ups are an effective tool for collecting email addresses. A pop-up is a user interface element that appears periodically at the top of a web page.

Test different positions, designs, and text for the pop-ups to determine what works best. It's essential to find positions that yield higher conversions without turning users away.

<Img
img="/uploads/image6_48bd3d5c4e.png"
alt="Pop-up with a subscription form on the online store webpage"
/>

### Idea #3: Invite subscribers from your blog

Some brands maintain a blog with unique content and share snippets from it in their newsletters. If this applies to you, it would be beneficial to inform your blog readers about the advantages of subscribing to the newsletter. Set up a banner or place a link for newsletter subscription. Cross-promotion can be effective but be mindful of maintaining a balanced approach, as overly aggressive advertising can be off-putting to users.

The blog "The Blonde Abroad" has placed its newsletter subscription form in the footer. This decision may be controversial, but it has a significant advantage. The subscription offer presented in this way is not aggressive, yet it appeals to interested readers who happily take the opportunity to become subscribers.


<Img
img="/uploads/image1_14d38430af.png"
alt="Example of a subscription form placed in the footer of a website"
/>

### Idea #4: Learn to use landing pages effectively

[**A landing page**](https://altcraft.com/glossary/what-are-landing-pages-and-why-they-matter) is a page optimized for attracting traffic and increasing conversion rates. Visitors can arrive at landing pages from different parts of the website or external sources. You can also place a link to a landing page at the end of one of your social media posts.

Don't forget to include a link to the registration form in [**transactional emails**](https://altcraft.com/glossary/transactional-emails-what-they-are) and in the email signatures of your employees. This way, all non-marketing emails will have an additional opportunity to expand your contact list.

<Img
img="/uploads/photo_2023_08_02_14_38_15_fe9fbe51dd.jpg"
alt="Landing page with an offer to attract customers"
/>

### Idea #5. Use social media advertising to find your target audience

Advanced [**segmentation tools**](https://altcraft.com/blog/how-and-why-to-segment-target-audience) in social media platforms such as Meta*, LinkedIn, and Google Adwords allow you to tailor ads to different users based on specific metrics.

This increases the likelihood of reaching users with relevant interests and pain points. Engaged readers will be more interested in receiving up-to-date news from your company.

### Idea #6. Add the option to subscribe to the newsletter from social media

Be sure to provide the option to subscribe from your social media pages. Place [**CTA buttons**](https://altcraft.com/blog/what-is-cta), create pinned posts, and edit the "About us" section to facilitate subscriptions.

Additionally, plan and schedule posts, some of which should include a call to action to subscribe to the newsletter. Repost the content that resonates the most with your audience after some time.

<Img
img="/uploads/image12_6254b444f9.png"
alt="Signup link on a social media page of the company"
/>

### Idea #7. Organize a contest among subscribers

Nothing motivates users to engage more than the chance to win valuable prizes. You can hold a special prize draw for subscribers on a monthly basis, and additionally, offer a pleasant bonus for those who have recently joined.

<Img
img="/uploads/image4_3abf9dbc27.png"
alt="Conducting a contest for followers of the brand on a social media platform"
/>

### Idea #8. Offer promotions and exclusive discounts

Some users click on links just to find out the size of the discount and make a more advantageous purchase. If they become your subscribers, thank them for it.

It's possible that some new subscribers may unsubscribe as soon as the promotion ends. You need to carefully analyze such cases and try to understand how they initially landed on the subscription form page. This information will be useful when creating [**personalized content**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) that can help prevent unsubscribes.

Usually, brands run promotions and sales during holidays, such as New Year's holidays. Some distribute promotional offers throughout the year, and this approach generally works better as customers won't leave you at the end of the discount season.

However, be careful not to overuse discounts as it may lead to losing your [**customers' trust**](https://altcraft.com/blog/customer-trust), criticism, or even becoming a subject of memes.

<Img
img="/uploads/photo_2023_08_02_14_42_41_6d0683072c.jpg"
alt="Offering a discount by brand to attract new buyers"
/>

### Idea #9. Create premium content

Reports, documents, webinars, topical research – this type of content is called "premium content" because it requires significantly more resources to create than a regular blog post or social media content. Readers highly value premium content.

How can you use premium content to increase the number of subscribers? Place a banner on the landing page offering to subscribe to the newsletter to receive premium content. Before starting the newsletter, ensure that you have obtained the consent of all recipients on the list. Be sure to specify separately that the client agrees to receive your newsletter by filling out the registration form.

<Img
img="/uploads/image5_4daf2273ea.png"
alt="Giving a free & unique content for subscription"
/>

### Idea #10. Send unique content via email

Providing unique content specifically via email is an opportunity to increase the value of your newsletter and establish trusting relationships with your audience. This approach is also known as email blogging: exchanging materials and personal thoughts through a channel dedicated solely to email.

For example, the "3-2-1" newsletter by James Clear is a brilliant marketing idea because it offers concise, valuable, and diverse content in a single email. By providing three ideas, two quotes, and one question, it keeps subscribers engaged and interested, while also encouraging them to look forward to the next edition. This format allows James Clear to showcase his expertise, foster a sense of community with his readers, and maintain consistent communication, ultimately strengthening his brand and expanding his reach.

<Img
img="/uploads/image8_4e40fb17e2.png"
alt="Unique content sent via email to the subscribers"
/>

### Idea #11. Create a viral newsletter

Finding a way to create viral content is not easy. There is no secret recipe for viral content, but let's consider some top examples from the past:

- In 1996, **Hotmail** introduced its email service to the world. At the end of each sent email, the system automatically added the phrase: "PS: I love you. Get your free email at Hotmail." Thanks to this viral phrase, the company quickly gained millions of subscribers.

<p>

- The 2008 US presidential election was marked by **Obama's vibrant campaign**. The marketing emails sent out featured attention-grabbing headlines and powerful CTAs. Combined with personalized content, the campaign attracted many supporters.

<p>

- In 2008, **Charmin** released an app called "**Sit or Squat**," a service for finding nearby public toilets. Users could rate visited facilities in the app. The email that Charmin sent to its subscribers went viral with the subject line: "Charmin asks: Do you sit here or just squat?"

<p>

- In 2016, Candace Payne posted a video of herself hysterically laughing while wearing a **Chewbacca mask** she bought from **Kohl's**. The video went viral on the internet. Kohl's later thanked her for the purchase and offered her to buy other Star Wars merchandise. Kohl's thank-you email also went viral, positively impacting the brand's reputation as fun and cheerful.

Generating ideas for viral content can be done with your colleagues in an informal setting using brainstorming methods. Sometimes, advertising agencies come up with interesting ideas: their strength lies in helping you devise ideas for long-lasting email campaigns that will capture the attention of your target audience and the media.

### Idea #12. Offer newsletter subscription in offline stores

In the online world, many processes happen randomly. However, in a physical store, you and your customer are face to face.

Take advantage of this opportunity and offer your customers to leave feedback about your store while informing them about subscribing to your newsletter and providing a link. Any customer can become a loyal subscriber in this way.

### Idea #13. Collect contacts at events

Setting up a stand at an event costs money, so make sure to make the most of it by collecting contact information from potential customers. Chances are you didn't end up at this venue by chance, and it's likely where your target audience gathers.

If a visitor shows interest in your products or services and makes a purchase, it's even better – take the opportunity to ask for their email address to stay in touch.

### Idea #14. Expand your email list through customer support interactions

Another often overlooked method for growing your email list is through customer support channels like phone and chat.

Don't try to invite everyone to subscribe to your newsletter, especially not dissatisfied customers. However, you can offer a subscription to those who call or chat in to inquire about a service or the latest updates.

For instance, customer support often receives questions about when a specific product will be available for purchase again. Not only should you provide a detailed answer to such questions, but also offer the person to subscribe to your newsletter to receive up-to-date information first.

### Idea #15. Use the "proof of recognition" effect

When you first land on a brand's or individual's page on social media, one of the first things you notice is the number of followers, likes, and comments. It's the initial step in recognizing and evaluating the impression the person or company makes. There's an unconscious social recognition game going on.

You can incorporate social proof into your subscription form in several ways: showcase customer feedback and testimonials, display the number of shares and followers, feature recommendations from influential individuals, or mention the frequency of your brand being mentioned in the media.

Social proof shows potential customers that you're not solely driven by profit. Some brands even display the current number of subscribers on their registration page to demonstrate that they're building a cohesive and valuable community.

<Img
img="/uploads/image7_9d2f99275b.png"
alt="Subscription form inviting to join the community of experts"
/>

### Idea #16. Engage in gamification

Most of us have, at one point, been drawn to mobile games not just for entertainment but also to earn points as rewards. Marketers have long utilized this psychological aspect of human behavior for their purposes.

[**Gamification**](https://altcraft.com/blog/how-to-use-gamification-in-marketing) through short games can capture the attention of visitors. By spinning a wheel or opening gift boxes, players can earn rewards such as discounts, promo codes, or access to premium content.

For email subscriptions, consider awarding points for competition among subscribers or for receiving gifts, thus creating an additional incentive for making a purchase.

<Img
img="/uploads/photo_2023_08_02_15_27_46_e1dadda956.jpg"
alt="Gamification elements in the subscription form of the bijou online store"
/>

### Idea #17. Publish high-quality content

A well-designed [**content**](https://altcraft.com/glossary/content-marketing-what-is-it-for-and-how-to-launch-it) plan is the backbone of an effective email campaign. Your marketing strategy will fail without high-quality content. Even if you've found an effective way to generate new leads, sending them poorly crafted emails will result in readers unsubscribing.

Can you prevent this? Certainly. Apply the best email marketing strategies to provide readers with valuable and high-quality content.

### Idea #18. Ask subscribers to tell their friends about you

In reality, readers will naturally want to share their opinion about you with their friends if you create genuinely interesting content. However, if you don't include a share button, readers won't be able to do that. Remember this simple detail, and you'll naturally attract new subscribers.

<Img
img="/uploads/photo_2023_08_02_15_42_04_e3d0d02043.jpg"
alt="Referral offer asking to invite friends and get a discount"
/>

### Idea #19. Exchange guest posts in blogs

Collaborating with other companies can be a highly effective strategy. By connecting your audience with non-competitive brands, you can immediately attract new customers.

It's not possible to share databases directly. However, exchanging guest posts in blogs with other companies can be practical and effective. These posts can be direct advertisements or related to adjacent topics. Don't forget to include CTAs, links, and widgets in the content.

Use UTM tags to track the effectiveness of blog posts. This information will help you decide which brands are worth collaborating with in the future.

### Idea #20. Provide the option to subscribe to the newsletter in surveys

Every marketer craves [**feedback from their audience**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales) to adjust their marketing strategy. Surveys are one of the best ways to find out how users evaluate your company.

In survey forms, email addresses are often requested to confirm the results. Add an opt-in feature to your surveys, obtain prior permission from users, and immediately add them to your mailing list.

## Conclusion

[**A/B testing**](https://altcraft.com/help-center/marketing-campaigns/multivariate-testing-what-it-is-and-how-to-conduct-it) is the key to understanding the effectiveness of your email list growth strategy. If a tactic consumes resources but fails to convert readers into subscribers, stop using it and switch to an alternative. There are at least 20 backup options available.



Continuously attract new customers to maintain a healthy email list, which is essential for a successful marketing campaign.

Блог анг.png

Learn practical tips and proven strategies that will captivate your audience and supercharge your email marketing success.

How to Increase Your Customer Database for Email Newsletter

How to Quickly Increase Your Customer Database for Email Newsletter: 20 Practical Tips

<Img 
img="/uploads/servisy_dlya_smm_i_contenta_959400d704.png"
alt="Services for SMM and content generation in social networks"
/> 


To reach a wider audience, brands utilize various marketing channels. Ignoring social media for promotion means missing out on a huge potential audience. In early 2023, 4.7 billion people were using them, and this number continues to grow.


That's why every ambitious marketing strategy includes a plan for SMM promotion. Managing social media requires time and sometimes specific skills (e.g., design).


Marketing automation comes to the rescue with services and applications for posting, text editing, image and video editing, competitor research, link management, and more. In this article, we will discuss useful tools that simplify social media management.


## Posting


### [**Hootsuite**](https://www.hootsuite.com/)


Hootsuite is a comprehensive social media management platform that offers a range of features and opportunities for businesses and individuals. With Hootsuite, you can schedule and publish posts across multiple social media channels, including Facebook*
, Twitter, Instagram*
, LinkedIn, and more. The platform allows you to monitor and engage with your audience, track social media analytics, and collaborate with team members. Hootsuite also offers content curation, social listening, and reporting capabilities, providing valuable insights to optimize your social media strategy. Its user-friendly interface and customizable dashboards make it a popular choice for effectively managing and growing your social media presence.


<Img
img="/uploads/image7_1ab7306143.png"
alt="SMM platform for scheduling & automatic posting, tracking analytics - Hootsuite"
/>


### [**SocialPilot**](https://www.socialpilot.co/)


SocialPilot is a comprehensive social media management tool that enables users to schedule, analyze, and manage their social media presence. The platform offers advanced features such as content curation, bulk scheduling, and RSS feed integration, allowing you to efficiently manage and automate your social media campaigns. SocialPilot also provides detailed analytics and performance reports, enabling you to track the success of your social media efforts and make data-driven decisions. Additionally, the service offers team collaboration features, making it convenient for businesses and agencies to work together on social media marketing initiatives.


<Img
img="/uploads/image21_9485a321e9.png"
alt=Managing & automating social media campaigns, gathering detailed analytical reports with SocialPilot""
/>


## Texts


### [**LanguageTool**](https://languagetool.org/)


LanguageTool is a powerful online proofreading tool that helps users improve their writing by identifying and correcting grammar, spelling, and punctuation errors. It offers suggestions and explanations for each mistake, enabling users to enhance the overall quality and clarity of their text.

<Img
img="/uploads/image25_237c11e220.png"
alt="Proofreading tool for checking texts in many languages - LanguageTool"
/>

LanguageTool supports a wide range of languages, including English, Spanish, French, German, Italian, Portuguese, Russian, and many more. It provides grammar and spelling checks for various language pairs, making it a versatile tool for multilingual users.


### [**Grammarly**](https://www.grammarly.com/grammar-check)

Grammarly is a comprehensive check-writing service that helps users improve their writing skills. It offers grammar and spelling corrections, as well as suggestions for style and clarity enhancements. With its user-friendly interface and integration across various platforms, Grammarly is a valuable tool for enhancing the overall quality of written content.

<Img
img="/uploads/image22_cb2463b6ca.png"
alt="Check-writing service for improving writing skills - Grammarly"
/>

### [**Hemingway Editor**](https://hemingwayapp.com/)

Hemingway Editor is a writing tool designed to improve the readability and clarity of your text. It highlights complex sentences, excessive adverbs, passive voice, and other areas that may hinder readability. It provides a readability score, suggests alternative word choices, and offers a distraction-free writing environment. Hemingway Editor helps writers create concise, compelling content that effectively communicates their message to readers.


<Img
img="/uploads/image19_63fbaf5c2c.png"
alt="Tool for improving readability and clarity of texts - Hemingway Editor"
/>


## Images & Video
### [**Visme**](https://www.visme.co/)


Visme is a powerful visual content creation tool that allows users to easily design and customize presentations, infographics, reports, and more. With a drag-and-drop interface and a vast library of templates, images, and icons, users can create stunning visual content without any design experience. 


<Img
img="/uploads/Visme_695bc0e1cd.jpg"
alt="Visual content creation tool - Visme"
/> 



Visme also offers features like data visualization, interactivity, and collaboration, making it a versatile platform for creating engaging and impactful visual content. A simplified free or an extended paid option is available. 


<Img
img="/uploads/Shablony_Visme_8d3b9f21b6.jpg"
alt="Templates in Visme"
/>



### [**Desygner**](https://desygner.com/)


Desygner is a user-friendly graphic design platform that offers a wide range of features and options for creating stunning visuals. With Desygner, users can access a vast library of customizable templates, graphics, and fonts, making it easy to design professional-looking graphics, social media posts, presentations, and more. The platform also provides collaboration and sharing capabilities, allowing users to work together on projects and easily share their designs across various channels.

<Img
img="/uploads/image6_06862c227e.png"
alt="graphic design platform - Desygner"
/>

### [**PicsArt**](https://picsart.com)

PicsArt is a versatile photo editing and design app and online service that offers a plethora of creative features and options. It boasts a rich collection of graphics elements and provides tools for drawing, background manipulation, element erasing, and even an AI generator. With PicsArt, users can unleash their creativity and enhance their photos with professional-level editing capabilities.

<Img
img="/uploads/photo_2023_06_27_10_52_29_f0763ef39c.jpg"
alt="Photo editing and design app - PicsArt"
/>

### [**Media.io**](https://www.media.io/)

Media.io is a simple online video editor that eliminates the need for installing software on your computer. It offers basic editing functions such as trimming, converting, resizing, and color correction. The platform provides a library of transitions, effects, and music, and it can even generate automatic subtitles using AI technology. With media.io, users can easily edit and enhance their videos without the hassle of complex software installations.

<Img
img="/uploads/image5_548b4a49ec.jpg"
alt="Online video editor - Media.io"
/>

### [**Murf.AI**](https://murf.ai/)

Murf.ai is a versatile text-to-voice conversion service available in multiple languages. It offers a wide range of voice options and accents, allowing you to customize the output to suit your preferences. The service provides a simple and user-friendly interface for converting text into high-quality voice recordings. Murf.ai supports various payment options and offers flexible pricing plans based on usage, ensuring accessibility for different users. Whether you need voiceovers for videos, audiobooks, or other applications, Murf.ai provides a convenient and efficient solution for converting text into lifelike speech.


<Img
img="/uploads/Murf_AI_dae717fd05.jpg"
alt="Tool for text-to-voice conversion Murf.AI"
/> 


### [**Meme Generator**](https://imgflip.com/memegenerator)


Meme Generator is a platform that gathers popular memes in one place. Users can easily replace the original text on templates with their own. It allows brands to quickly customize memes to their liking without the need for a designer.


<Img
img="/uploads/image13_82a948ace2.png"
alt="Service for marketers & designers Meme Generator"
/>

## Analytics and ideation

### [**Google Trends**](https://trends.google.com/)

Google Trends is a service that shows how many times users have searched for a specific topic over a given period. It also provides the context in which the search terms are used. This serves as a valuable source for content ideas and assessing their popularity. With this information, the development of a marketing strategy becomes easier.


<Img
img="/uploads/image4_8ad880c947.png"
alt="Service for developing marketing strategy Google Trends 1"
/>

<Img
img="/uploads/image12_79c91d3baf.png"
alt="Service for developing marketing strategy Google Trends 2"
/>

### [**Popsters**](https://popsters.com/)

Popsters is a service that analyzes the popularity of social media posts and identifies the most successful ones. It also compares the publications of different companies, displaying the content type, text that yielded the best results, and the time when posts gained high reach. Popsters is useful for testing hypotheses, finding the best formats, and tracking competitors' social media activities.

<Img
img="/uploads/image11_5e549e51d4.png"
alt="Service for analysis of popularity of social media posts - Popsters"
/>

### [**Brand24**](https://brand24.com/)

Brand24 is a service that finds mentions of your brand and evaluates the sentiment of comments across marketing channels, including posts in [**social media**](https://altcraft.com/blog/messenger-marketing), videos, podcasts, and forums. It covers 25 million resources in real-time, allowing you to promptly respond to negativity and analyze audience queries.


<Img
img="/uploads/Brand24_636ea7ad00.jpg"
alt="service that finds mentions of your brand & evaluates it - Brand24"
/> 

## Mass mailing
For mass messaging in social networks, internal mailing services and tools that support omnichannel marketing are used. 

For Telegram messaging, [**BotHelp**](https://bothelp.io/telegram), a chatbot builder for distribution, is commonly used to automate contact collection, customer communication, and sales funnels. 

<Img
img="/uploads/image10_653269caf8.png"
alt="Chatbot builder for Telegram messaging - BotHelp"
/>

[**Altcraft Platform**](https://altcraft.com/en), a marketing automation tool, combines social media, messengers, and mobile app messaging in one interface. It utilizes a [**client database**](https://altcraft.com/glossary/everything-about-the-customer-database) with user data from various sources, making it easy to customize offer personalization. 

The Altcraft team continuously integrates new marketing channels to reach a broader brand audience.
<Img
img="/uploads/image14_695f3b0960.png"
alt="Subscription channels within Altcraft CDP"
/>

## Work with links

### UTM tag generators 

[**Tilda's UTM tag generator**](https://tilda.cc/utm/) inserts dynamic tags that can change values and automatically corrects errors by removing duplicates and invalid characters. This service simplifies the process of creating accurate UTM tags for tracking and analyzing marketing campaigns.

<Img
img="/uploads/image24_d908b0c55c.png"
alt="Tilda's UTM tag generator"
/>

[**UTM.io**](https://web.utm.io/) is a powerful UTM tag management platform that simplifies the process of creating, organizing, and tracking UTM tags. It offers a user-friendly interface, advanced features like dynamic parameters and error correction, and seamless integration with popular marketing tools. With UTM.io, businesses can efficiently track their marketing campaigns, gain valuable insights, and optimize their marketing strategies for better results.

<Img
img="/uploads/image16_ff3b38b985.png"
alt="UTM tag management platform - UTM.io"
/>

### URL shortening

[**Ow.ly**](https://www.hootsuite.com/pages/owly) is a URL shortening service that allows you to transform long URLs into shorter ones. It is commonly used in conjunction with social media platforms, as it provides analytics and click-tracking features to monitor the performance of shared links. Ow.ly is known for its simplicity and ease of use, making it a popular choice for those looking to streamline their link-sharing process.

<Img
img="/uploads/image9_65b07eab97.png"
alt="Simple & easy to use URL shortener Owly"
/>

[**TinyURL**](https://tinyurl.com/app) is a widely recognized URL shortening service that condenses long web addresses into shorter and more manageable links. With its straightforward interface, users can quickly generate compact URLs to share across various platforms, such as social media, email, or messaging apps. TinyURL also offers the option to customize shortened links for a more personalized touch.

## Contests

### [**Random.org**](https://www.random.org/)
[**Random.org**](https://www.random.org/) is a reliable and widely-used service for generating random numbers and conducting fair draws. It utilizes atmospheric noise to generate truly random results, ensuring fairness in selecting winners for contests, giveaways, and other random events. With its easy-to-use interface and transparent methodology, Random.org is a trusted choice for those seeking true randomness in their selection process.

<Img
img="/uploads/image3_fe5468d1cc.png"
alt="Service for generating random numbers - Random.org"
/>

### [**Gleam.io**](https://gleam.io/)
[**Gleam.io**](https://gleam.io/) is a comprehensive platform for running contests, giveaways, and promotional campaigns. It offers a wide range of features including social media integrations, multiple entry methods, customizable entry forms, and fraud protection. With built-in analytics and reporting, Gleam.io provides valuable insights into campaign performance, audience engagement, and conversion tracking. Its user-friendly interface and powerful features make it a popular choice for businesses looking to drive customer engagement and growth.

<Img
img="/uploads/image18_7e3e88348a.png"
alt="Platform for running contests, giveaways & promotional campaigns Gleam.io"
/>

## Conclusion


Services for SMM and content generation in social networks:


- Posting automation: [**Hootsuite**](https://www.hootsuite.com/),  [**SocialPilot**](https://www.socialpilot.co/).
<p>

- Proofreading and checking the texts and styles: [**LanguageTool**](https://languagetool.org/), [**Grammarly**](https://www.grammarly.com/grammar-check), [**Hemingway Editor**](https://hemingwayapp.com/).
<p>

- Search for images, create or edit them: [**Meme Generator**](https://imgflip.com/memegenerator), [**Visme**](https://www.visme.co/), [**Desygner**](https://desygner.com/) or [**PicsArt**](https://picsart.com).
<p>

- Online video editing: [**Media.io**](https://www.media.io/).
<p>

- Voiceover: [**Murf.AI**](https://murf.ai/). 
<p>

- Ideation and analysis: [**Google Trends**](https://trends.google.com/), [**Popsters**](https://popsters.com/). 
<p>

- Tracking brand mentions: [**Brand24**](https://brand24.com/). 
<p>

- UTM tag generators: [**Tilda**](https://tilda.cc/utm/)’ s service or [**UTM.io**](https://web.utm.io/).
<p>

- URL shorteners: [**Ow.ly**](https://www.hootsuite.com/pages/owly), [**TinyURL**](https://tinyurl.com/app).
<p>

- Randomizers for running contests:[**Random.org**](https://www.random.org/), [**Gleam.io**](https://gleam.io/).
<p>

- Mass mailing in Telegram: [**BotHelp**](https://bothelp.io/telegram). Sending messages to social networks, messengers, and applications from a unified window is possible through [**Altcraft Platform**](https://altcraft.com/en), a marketing automation service.

*Meta and its services are considered as extremist in Russian Federation


There are services available for SMM and content generation in social networks that offer comprehensive solutions for managing and creating engaging content.

image2.png

Embrace marketing automation tools that streamline social media management, from posting and editing to competitor analysis and link optimization.

Services for SMM and Content Generation in Social Networks

<Img
img="/uploads/7_oshibok_v_email_rassylkah_871a188532.png"
alt="Mistakes in Email Campaigns"
/>

How much do email campaign mistakes cost? [**According to statistics**](https://www.oberlo.com/blog/email-marketing-statistics), every dollar spent on email marketing yields a return of $40. Let's assume that an email was sent with an error, such as a non-functional link to the promoted campaign page. The company will waste its marketing budget and miss out on significant revenue.


Small errors in emails can sometimes result in significant losses: money, reputation, and audience. People unsubscribe or mark emails as spam when they receive strange email campaigns with unintelligible characters, poorly readable text, and images that don't display properly. That's why it's important to verify the accuracy of each email.


In this article, we will discuss 7 common mistakes that can lead to the failure of a marketing campaign.




## 1. The mailing list is open to everyone


Displaying to the user all the addresses to which the newsletter was also sent is a serious mistake.


- Firstly, if the offer in the email is positioned as exclusive, the recipient will see that it is not true, as others have received the same email.
<p>



- Secondly, an email address is personal data of users that cannot be simply shared with other people.
<p>


- Thirdly, [**the customer database**](https://altcraft.com/glossary/everything-about-the-customer-database) will end up in the hands of competitors who may be subscribed to your newsletter.


*An example of such a mistake is simply expanding the recipient list to copy all the email addresses from someone else's database.*





<Img
img="/uploads/image8_16572d23d0.png"
alt="Example when mailing list is shown to all the database"
/>


## 2. Tags instead of user names


Automatically inserting the user's name into an email during a campaign is a [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) technique. This method works by configuring variables in the emails, which are then added using special tags.


However, if there is an error in the settings, the user will see a string of characters instead of their name, for example, **{first_name}**. Some people may find this amusing, but others may mistake the email as spam, lodge a complaint, and unsubscribe.



<Img
img="/uploads/image6_0dc124200b.png"
alt="Personalization failed: tags instead of user name"
/>


### How to fix the problem


In [**Altcraft Platform**](https://altcraft.com/en) for marketing automation, such an issue will not arise. If the necessary subscriber data is not available in the database for substitution, the platform will omit the variable, and the recipient of the email will not encounter an unclear **{_fname}** or something alike. Moreover, with proper configuration, you can show a general salutation such as "**Dear customer**". To do this, simply enter the text you want to display to subscribers with incomplete data:


<Img
img="/uploads/image5_47dc163090.png"
alt="What to show if customer data is incomplete"
/>


In the platform, there is also a preview of the ready-made email with automatically filled variables. You can even choose a subscriber to preview the template on their behalf:

<Img
img="/uploads/image11_e3e89f0c2f.png"
alt="Preview of the personalized email template"
/>


## 3. Broken links in the email


If a link in the message doesn't open or leads to a 404 error page, the brand risks losing out on revenue. It's unlikely that the user will persistently investigate and contact support to get the correct link for promotions and discounts. In the best case, they may find your website through a search engine, but in the worst case, they won't take any action.


*Thus, sometimes it happens even with famous brands:*



<Img
img="/uploads/image2_4bbd81b145.png"
alt="Broken link in newsletter 1"
src="Within the email it all looks perfect..."
/>


<Img
img="/uploads/image12_a20568bc29.png"
alt="Broken link in newsletter 2"
src="...while navigating the link you get to a 404 page."
/>


### How to fix the problem


Even a newsletter with a broken link can be saved by Altcraft Platform. There is an option to replace the link in the email that has already been sent. You should go to “**Settings**” — “**Custom links**”. The error can be fixed with a couple of clicks, eliminating the need for a resend. If you discover the broken link quickly, users won't notice anything.



<Img
img="/uploads/image9_a68cedd97e.png"
alt="Replace link in an already sent email newsletter with the help of CDP"
/>


## 4. Non-functioning buttons in the email


A specific case of non-functioning links is inactive design elements. In the example shown in the image, there is a button, but when clicked, the image opens in full screen. This means that the email layout for the newsletter was done incorrectly: the marketer didn't make the button active.


If there is a duplicate link with the same [**CTA**](https://altcraft.com/blog/what-is-cta) in the body of the email, conversion can still be salvaged. However, when the button within the image is the only option for website navigation, the error can lead to monetary loss.



<Img
img="/uploads/image4_3ce42dc433.png"
alt="CTA buttons to navigate on the site "
src="Always double check to be sure that each CTA leads to a proper site page"
/>


Ensuring that the CTA button in the email correctly navigates to the intended page on the website, without displaying an image and functioning properly, is of utmost importance. It directly impacts user experience, conversion rates, and ultimately the success of your marketing campaign. Neglecting to thoroughly test and verify the functionality of the button can result in missed opportunities, frustrated recipients, and potential financial loss.


## 5. Images are not displayed


Using images and design in emails is not a recent practice for marketers, but they still make mistakes that result in images not being displayed.


Sometimes, the reason lies in the size and weight of the image, which fails to load properly for users with slow internet connections. The image format also matters: typically, JPG, PNG, and GIF formats are used, while experiments with other image types can lead to slow loading times.


Users won't wait for images to appear on the screen and are likely to close the email. And if the email is entirely composed of images, the campaign will be in vain and yield no results.



<Img
img="/uploads/image15_b93f136a1e.png"
alt="Email where image can’t be displayed"
/>




### How to fix the problem


Users of Altcraft Platform don't encounter the issue of improperly loaded images. Images in email templates are uploaded from the platform's own server. With this feature, you can easily replace any image in an already sent email.

<Img
img="/uploads/photo_2023_06_20_10_28_54_8d106fcc36.jpg"
alt="How to change image in an already sent email newsletter"
/>


## 6. Text is unreadable due to color inversion 


Sometimes marketers forget about the existence of dark mode on devices when sending email campaigns, where the light background changes to a dark one. If the text and design are not adapted for dark mode, these elements will not be visible in the email.


Usually, the problem is solved by choosing a design for images and text that looks equally good on light and dark backgrounds, as well as adjusting the transparency of image backgrounds. Additionally, not all email providers support and display the inversion correctly.



<Img
img="/uploads/image14_2edd8bc7a1.png"
alt="Text is invisible due to dark mode"
src="Light vs dark mode: on the latter the dark blue brand name is totally invisible due to the dark background"
/>





Sometimes, situations like white text on a white background occur due to color choices. That's why it's important to check the appearance of emails in different themes and, if possible, across various [**email clients**](https://altcraft.com/glossary/email-client-what-it-is-why-you-need-one-and-how-to-choose-the-right-one) to ensure optimal readability.


<Gallery>
<GalleryItem
original="/uploads/neudachnyj_czvet_teksta_979a7480e4.png"
thumbnail="/uploads/neudachnyj_czvet_teksta_979a7480e4.png"
/>
<GalleryItem
original="/uploads/plohoj_czvet_teksta_692ebd6ceb.png"
thumbnail="/uploads/plohoj_czvet_teksta_692ebd6ceb.png"
/>
</Gallery>




## 7. Wrong characters are displayed


Users often encounter emails with garbled or identical characters instead of text. The common cause is a mismatch in character encoding between the email service's editor and the recipient's email client. 


Additionally, such "mysterious" emails can occur when a brand attempts to stand out by using its own custom font, which may not be supported by the recipient's email client.


<Img
img="/uploads/simvoly_07b9f417a5.png"
alt="Incorrect symbols in an illegible email"
/>



### How to fix the problem


To prevent the sending of emails with garbled characters and "invisible" text, Altcraft Platform provides a preview function for emails. Before sending out the emails, you can see how they will be displayed in the mobile and desktop versions.


Additionally, you can send test emails to yourself or colleagues to ensure that the template is correctly displayed in all email clients. It's also important to consider dark mode on users' devices.
## Summary
Typical mistakes in emails that can harm a company's reputation and reduce revenue from advertising campaigns include:


- Tags or code instead of personalization and user's name.
<p>


- All recipients can see the mailing list, exposing the brand's customer base to competitors.
<p>


- Non-functioning links and buttons in the email.
<p>


- Slow-loading or completely unloading images.
<p>


- Text becoming "invisible" when displayed in a different color theme (e.g., dark mode).
<p>


- Unintelligible or identical characters instead of text in the email.


To avoid these errors in your email campaigns, it's important to check these details through test mailings or by using the preview function, as offered in the Altcraft Platform service. Additionally, the platform provides the ability to replace images and links in already sent emails.


Avoid email mistakes that damage your brand's image. Personalize emails, secure mailing lists, fix broken links, optimize image loading, ensure text visibility.

image3.png

Uncover email marketing secrets, avoid common mistakes, and optimize your strategy for maximum impact and conversions.

7 Mistakes in Email Campaigns That Bring Losses for You

7 Mistakes in Email Campaigns That Can Result in Significant Losses for You

<Img 
img="/uploads/invertirovanie_664005bfe8.png"
alt="Inverting Colors in Email Campaigns: Why It Matters"
/>

According to the independent research organization EarthWeb, 82% of users [**choose a dark theme**](https://earthweb.com/how-many-people-use-dark-mode/) on their smartphones, and 83% switch to it on their computers. That's why brands should adapt their email campaigns for Dark Mode to enhance customer convenience.

In a fiercely competitive world, users have become increasingly demanding of the companies they engage with. This means that every detail counts, especially those that influence content perception. If the text is poorly visible, recipients are unlikely to read your email. By tailoring email campaigns to users' screens, you significantly increase the chances of capturing their attention and ultimately converting them into customers.

In this post, we will explain how color inversion works in emails and how to properly configure the transition to Dark Mode.

## What is Dark Mode in email campaigns

[**Email clients**](../glossary/email-client-what-it-is-why-you-need-one-and-how-to-choose-the-right-one) have a feature known as Dark Mode, which automatically flips the color scheme of emails when users switch to a nighttime display setting. The light background of the email is converted to a dark one, while the email text and other elements are transformed into lighter shades.

Contrary to popular belief, color inversion does not involve a complete overhaul of the colors used. Instead, it entails a subtle shift in shades. The original colors are enhanced to provide better contrast and ensure readability in the dark version. For instance, blue remains blue, and yellow remains yellow.

### Email clients that support Dark Mode include:

<Img 
img="/uploads/email_client_that_suppor_dark_mode_3b6c4e3305.png"
alt="Email clients that support Dark Mode"
/>

## Types of color inversion in emails

Email service providers implement color inversion based on their own rules or may choose not to make any changes when switching to Dark Mode. Here are the different options you may encounter:

- **No changes in Dark Mode.** Some email services keep the emails unchanged, preserving their original design. This means that the emails will appear the same regardless of whether Dark Mode is enabled or not.
<p>
- **Partial color inversion.** Certain email platforms automatically identify elements within emails that have a light background and convert them to a darker shade. However, blocks or sections that already have dark colors, such as black, dark gray, or other dark shades, will remain unaltered.
<p>
- **Full color inversion.** This option involves a complete color inversion in all sections of the email. Both light and dark elements are adjusted to suit Dark Mode, resulting in a fully transformed email that offers a more comfortable reading experience in low-light conditions.

## Why is it important to adapt emails for Dark Mode

Adapting emails for a dark theme is not always a straightforward task; it requires resources such as time and coding knowledge. Additionally, email clients may change their Dark Mode rules, so if you decide to “join the dark side," you will need to stay updated on any modifications.

### Benefits of adapting emails for Dark Mode:

**User convenience.** Switching to a dark theme is aimed at reducing eye strain when viewing screens in dim lighting conditions. The reduced brightness makes reading text more pleasant. Failing to adapt email campaigns for Dark Mode can result in recipients with a dark theme receiving overly bright and high-contrast emails, which can cause discomfort.

**Aesthetic appeal.** Using dark backgrounds with light text in email designs creates an attractive, sophisticated, and stylish look. It shows that your brand cares about delivering a polished presentation that aligns with current design trends.

## Adapting Email Campaigns for Dark Mode Without Code

Here are some simple design tips for adapting emails to the dark theme:

**Tip 1.** Choose universal colors for your design and text that work well in both light and dark modes.

<Img
img="/uploads/renderforest_color_inverting_252be9a060.png"
alt="Choose universal colors"
/>

&nbsp;  

**Tip 2.** Use a transparent background for your emails to avoid drastic contrasts when switching to Dark Mode.

<Img
img="/uploads/jordan_color_inverting_email_cde660d964.png"
alt="Use a transparent background"
/>


&nbsp;  

**Tip 3.** Save your logo and brand elements as background-free PNG images. This prevents unexpected changes during inversion.

<Img 
img="/uploads/wayfare_emails_logo_color_invert_2d619d74a5.png"
alt="The logo opaque background contrasts with the black background in Dark Mode"
src="The logo opaque background contrasts with the black background in Dark Mode"
/>

&nbsp;  

**Tip 4.** Add a glowing effect or outline to dark-colored elements, ensuring they remain visible on a dark background. Apply the same technique to email buttons for better visibility and higher conversion rates.

<Img 
img="/uploads/outline_dark_colored_elements_ce73aa813d.png"
alt="Add outline to dark-colored elements in Dark Mode"
/>

&nbsp;  

**Tip 5.** If a dark color scheme suits your brand, design your emails using dark colors from the start.

<Note>
Always test your emails in both light and dark modes.
</Note>

## Inverting colors in emails using media queries and meta tags

To achieve accurate and consistent color inversion in emails, specific code is required. Meta tags and media queries are added to the email's code to control its appearance in both dark and light themes.

However, not all email service providers support media queries. It's recommended to check the provider's documentation or [**technical resources**](https://www.campaignmonitor.com/css/media-queries/media/) to verify their compatibility.

## How to set up color inversion

To enable color inversion for your emails, you can use HTML tags such as **supported-color-schemes** and **color-scheme**.

For email clients that do not support media queries:

```
<meta name="color-scheme" content="light dark">
<meta name="supported-color-schemes" content="light dark">
```

With media queries:

```
<meta name="color-scheme" content="light dark">
<meta name="supported-color-schemes" content="light dark">
<style>
      /* Normal styles */
      @media (prefers-color-scheme: dark) {
            /* Dark mode styles */
      }
</style>
```

### Color configuration

To specify which elements should change in Dark Mode and which should remain unchanged, you can use **prefers-color-scheme**. Add the following code within the **```<style>```** block to switch styles based on the desired theme:

**@media (prefers-color-scheme: light)** — for the light theme;

**@media (prefers-color-scheme: dark)** — for the dark theme.

For example, if you have an email with a white background and blue buttons that should not change color in Dark Mode, you can use the following code for configuration:

```
<style>
      .normal {
            background-color: white;
            color: blue;
      }
      .themed {
            color: blue;
      }
      @media (prefers-color-scheme: dark) {
            .themed {
                  background-color: white;
            }
      }
      @media (prefers-color-scheme: light) {
            .themed {
                  background-color: black;
            }
      }
</style>
```

## Replacing images for Dark Mode

To replace images when switching to dark mode, you can utilize media queries within the **```<style>```** block. Follow these steps:

**Step 1.** Define the light version of the image by adding **class="lightimage"** to the corresponding HTML element. Additionally, include the CSS style **lightimage { display: none !important; }** to hide the light image in dark mode. Make sure to use **!important** to override any conflicting styles.

**Step 2.** Customize the display of the dark version of the image by targeting the appropriate classes in CSS. For example, use **.darkimage** and **.darkimagewrapper** and set **display: block !important** to ensure the dark image is visible in dark mode.

```
<style>
      :root {
            color-scheme: light dark;
            supported-color-schemes: light dark;
      }
      @media (prefers-color-scheme: dark) {
            .lightimage {
                  display: none !important;
            }
            .darkimageWrapper,
            .darkimage {
                  display: block !important;
            }
      }
</style>
```

**Step 3.** Within the HTML markup, use a **```<td>```** element inside a **```<table><tr>```** structure to contain the image. Set the desired width and height for the **```<img>```** tag, and add **class="lightimage"** to hide the image in dark mode.

**Step 4.** Wrap the dark image with a **```<div>```** element. Add **class="darkimageWrapper"** to the **```<div>```** to display it in dark mode. Use **mso-hide: all** to remove any automatic styles, especially for compatibility with older versions of Outlook. Also, apply **display: none** to ensure the dark image is initially hidden. Customize the appearance of the dark image using **class="darkimage"** and **style="display: none;"**.

```
<td>
      <img src="lightimage.png" width="600" height="auto" style="display: block; height: auto;" class="lightimage">
      <div class="darkimageWrapper" style="mso-hide: all; display: none">
            <img src="darkimage.png" width="600" class="darkimage" style="display: none;">
      </div>
</td>
```

<Img
img="/uploads/inverting_colours_in_different_emailers_210b091e5d.png"
alt="Color inversion in different email clients"
/>

## Conclusion

When the dark theme is enabled on a phone or computer, some email clients change the colors of emails to less contrasting shades, making the email more pleasant for the eyes.

Email clients support partial color inversion by changing light areas and text in the email to dark. They also support full inversion, where even originally dark shades are transformed.

Emails can be adapted for Dark Mode without code by using a transparent background for text, images, highlighting the logo, and other email elements. Additionally, colors can be chosen that look equally good on light and dark backgrounds. Another option for configuring color inversion is by using media queries and meta tags in the email's code.

In this post, we will explain how color inversion works in emails and how to properly configure the transition to Dark Mode.

invertirovanie.png

82% of users choose Dark Mode on their smartphones. Explore techniques for effective color inversion.

Dark Mode in Email: How to Invert Colors in Email Campaigns

Inverting Colors in Email Campaigns: Why It Matters

<Img
img="/uploads/BLOG_32b2cce438.png"
alt="AMP Emails: What They Are, Their Types, Why Required"
/>

No one will be surprised by email campaigns with a stylish design. Users receive dozens of similar emails every day, requiring them to take extra steps by clicking a button to visit a website. However, in 2018, [**Google introduced AMP emails**](https://cloud.google.com/blog/products/application-development/amp-for-email-developer-preview), which revolutionized email interactivity and simplified the customer journey to conversion.

Besides, AMP emails [**bring gamification to newsletters**](https://altcraft.com/blog/how-to-use-gamification-in-marketing), turning them into interactive experiences. You can engage readers with games, quizzes, and challenges, enhancing user participation and creating a fun and memorable way to deliver content.

Let's delve further into why AMP has its advantages but is not a magical solution for businesses, explore different types of interactive emails, and discuss how to start sending them.


## AMP emails: what they are


AMP emails are messages where static designs are replaced with dynamic and interactive elements. Users can interact with the content in real time. There's no need to send response emails or visit a website to fill out a form, rate something, view a product, place an order, and so on.


**Accelerated Mobile Pages, or AMP** is a Google technology that aims to enhance emails by transforming them into small website-like versions.


## AMP vs HTML: what’s the difference?


AMP is more of an enhanced extension of HTML. Let's go through the differences between these formats.

<Table>
|     | HTML | AMP |
| ------ | ------ | ------ |
| **Content options** | Static formats available: text, graphics, dynamic GIF-animation. | Any options for dynamic elements: carousels, questionnaires, registration forms, animations, and so on. |
| **Interactivity** | Limited to clicking the button that directs the user to the site. | Works inside the email, where the user makes an order, leaves comments, likes, sees how many times the product is bought in real time. |
| **Editing capability** | You can't change an email after it's been sent | Editing is available at any time through the email service.|
</Table>

Here's an example of ordinary animation in email:

<Img
img="/uploads/seagate_CSS_animation_email_def1795769.gif"
alt="An example of ordinary animation in email"
/>


## Benefits of AMP emails

**Benefits of AMP emails include:**

- **Simplified customer journey:** AMP emails streamline the path to purchase or other actions, such as form submissions or subscriptions. Unlike traditional [**email campaigns**](https://altcraft.com/blog/types-of-email-newsletters-and-what-are-they)  that redirect users to a website, AMP allows users to complete actions directly within the email itself.

<p>

- **Real-time relevance:** AMP emails can display up-to-date information, ensuring that users receive the latest offers or promotions. This helps avoid situations where users open an email to find expired deals or out-of-stock items.

<p>

- **Reduced error risks:** Traditional emails are prone to design or formatting errors, which may require sending follow-up emails to correct mistakes or apologize for any inconvenience caused. With interactive AMP emails, errors can be easily rectified within the email editor, minimizing the impact on recipients.

<p>

- **Increased engagement with content:** While standard emails direct users to a website for further engagement, AMP emails enable users to interact with content directly within the email. This includes features like games, [**surveys**](https://altcraft.com/en/features/forms-and-surveys), quizzes, and more, enhancing user engagement and increasing the likelihood of capturing their interest.

<p>

- **Differentiation from competitors:** Despite AMP technology being available for several years, its adoption among brands is still relatively low. Implementing an email marketing strategy with interactive AMP emails can help your messages stand out from the crowd, setting your campaigns apart from competitors and increasing their chances of success.

## Drawbacks of AMP emails

**Drawbacks of AMP emails include:**

- **Higher cost and complexity:** Creating AMP campaigns is more expensive and complex as it requires the involvement of developers. Even with in-house specialists, the time spent on defining requirements and developing interactive elements is significantly greater than for regular email creation.

<p>

- **User understanding and fatigue:** The audience may not grasp the new format or simply become tired of dynamic emails. Not all brands require the AMP format since users are accustomed to standard emails. Moreover, the prevalence of interactive campaigns can lead to the quick loss of novelty.

<p>

- **Compliance with provider requirements:** Sending AMP emails through certain providers, such as *Gmail*, may necessitate additional [**registration**](https://developers.google.com/gmail/ampemail/register) and [**domain reputation management**](https://altcraft.com/glossary/email-domain-what-it-is-what-it's-for-and-how-to-create-it) to avoid being marked as spam or receiving numerous complaints. Accomplishing this task may not always be quick.

<p>

- **Limited availability across mail servers:** AMP emails are not universally supported by all mail servers. It is crucial to create an HTML copy to ensure proper display of interactive content in any email client. Currently, full AMP support is available in *Gmail*, *Mail.ru*, and *Yahoo Mail*.

## How to launch an AMP email campaign

Let's consider the example of *Gmail* and *Mail.ru*.


### Step 1: Check domain quality


Before applying, ensure that your domain meets the requirements of the providers.


**For Gmail**, consider [**security requirements**](https://developers.google.com/gmail/ampemail/security-requirements) and configure SPF, DKIM, DMARC settings. It's also necessary to send 100+ emails per day for several weeks. Avoid a high volume of emails landing in the spam folder or receiving complaints.


**For Mail.ru**, also check SPF, DKIM, DMARC settings. The provider requires sending over 5000 emails per month for three consecutive months. The domain should be registered in [**Postmaster service**](https://postmaster.mail.ru/).


### Step 2: Create an AMP email and submit it to the provider

**Gmail**

Create a real email with interactive elements (a test email won't work). Learn how to create an email following [**Gmail recommendations and requirements**](https://developers.google.com/gmail/ampemail/testing-dynamic-email).
Attention! Prepare two versions of the email: AMP and HTML.
Send the finalized version directly (without forwarding) to the email address: 

```
ampforemail.whitelisting@gmail.com
```

The email should already contain all the dynamic elements. Use [**Gmail validator**](https://amp.gmail.dev/playground/) to check the correct display of interactive components.

**Mail.ru**

Add dynamic elements to any existing email, following the provider's [**requirements**](https://amp.dev/documentation/guides-and-tutorials/email/learn/email-spec/amp-email-structure). Validate the finalized email using [**Mail.ru validator**](https://postmaster.mail.ru/amp/playground.html?lang=ru#amp-carousel) tool.


### Step 3: Register

**Gmail**

After sending the interactive email, [**fill out the application form**](https://docs.google.com/forms/d/e/1FAIpQLSdso95e7UDLk_R-bnpzsAmuUMDQEMUgTErcfGGItBDkghHU2A/viewform) and wait for a response. For more information on using AMP in Gmail, [**refer to the guidelines**](https://developers.google.com/gmail/ampemail/register#registration_guidelines).

**Mail.ru**

Submit your application via email to **postmaster_amp@corp.mail.ru**. The formatting of the application is flexible. Make sure to provide the email address from which the AMP email campaign will be sent, along with your contact information. The provider will add you to their whitelist. Refer to [**Mail.ru guidelines**](https://postmaster.mail.ru/amp/?lang=en) for further details.

### Step 4: Wait for a response and start sending the emails to users

Google promises to respond to the application within 5 days, while Mail.ru does not specify the confirmation timeframe. Do not send AMP emails until you receive confirmation from the provider, as sending them prematurely may result in blocking.

## Ideas for AMP Emails

The possibilities for interactivity in emails are limited only by the skills of your developers and the imagination of marketers. However, there are some ready-made formats that are worth trying in your email campaigns.

### Quiz with answer options

Conducting a quiz within the email itself and then offering a bonus for successful completion can be an engaging interactive experience. This format can be suitable for various industries, but it is particularly effective for educational projects. For example, English language learning services can use this format to allow users to test their language proficiency by selecting the correct and incorrect answers.

<Img
img="/uploads/2_c99401fe0a.gif"
alt="Quiz in AMP email"
/>

### Giveaway

The simplest and most popular option is to ask the user to spin the wheel of fortune directly in the email. However, there are other variations as well. For example, users can choose their prize from one of several closed online boxes or chests.

<Img
img="/uploads/3_a69be902e5.gif"
alt="Giveaway in AMP emails"
/>

### Game in an Email

An excellent tool for engaging users. Offer them to navigate a maze, solve a puzzle, guess a word, or find a hidden object in an image. As a result of the game, reward them with a discount, bonuses, or free materials.

### Countdown Timer

If promotions and discounts are time-limited, an effective technique is to show customers how much time is left until the end.

### Dynamic images

Provide the ability to scroll through images in a carousel. Even better, allow customers to rotate and view the product from different angles without leaving the email. Customers will certainly appreciate this time-saving feature.

<Img
img="/uploads/5_f5e9ca7623.gif"
alt="Dynamic images in AMP emails"
/>

### Order placement in email

Another way to simplify and expedite the purchase process is to allow customers to select the product, size, filling, and other product options directly in the email, so they can add it to their cart and proceed with the payment without any unnecessary clicks!

<Img
img="/uploads/6_c3e009224e.gif"
alt="Order placement in email"
/>

### Appointment or meeting booking

This approach is suitable for businesses that operate on the schedule of their specialists. In an AMP email, customers can select a date and time for their visit to a doctor, beauty specialist, psychologist, trainer, or any other service provider.
Additionally, you can use this method to facilitate booking requests for consultations with a callback from a specialist.

<Img
img="/uploads/7_2e70977b31.gif"
alt="Appointment booking"
/>

### Survey or feedback form

Encouraging customers to leave reviews is not always easy, and asking them to visit a website and go through a registration process can be even more challenging. However, incorporating a feedback form with open-ended questions or rating scales can simplify this task. Ask users about their satisfaction with the product, service, or even the email itself.

<Img
img="/uploads/8_2d0f1fe1da.gif"
alt="Feedback form"
/>

### Credit calculator

Including a loan or mortgage calculator in the email is another effective approach for sales. By providing customers with the ability to calculate monthly payments for a desired product, such as a smartphone, it becomes easier for them to make a decision and make a purchase.

<Img
img="/uploads/Calculator_and_live_price_ticker_widget_inside_email_3c5550e5cd_b053ec3124.gif"
alt="feedback form"
/>

### Registration form

In AMP emails, registration forms can be added for events such as conferences, online or offline meetings, and more. Multiple fields can be included for free-form input or selection from a dropdown list, allowing users to easily register for the desired event.

<Img
img="/uploads/9_f55ed820e3.gif"
alt="Registration form"
/>

## Summary


**AMP emails** are a format of email newsletters that include interactive elements that can change in real-time. The dynamic and diverse range of options sets these emails apart from standard HTML emails, which typically support only text, images, GIFs, and buttons that redirect to another resource.

Interactive emails enhance audience engagement, differentiate a brand from others, and increase conversion rates because users don't need to perform additional actions or visit a website. However, creating AMP campaigns requires more time and specialized skills, often involving developers. Additionally, not all email providers support the AMP format. Nevertheless, interactive emails provide the opportunity to bring content to life, such as incorporating games, giveaways, order or booking forms, surveys, and other interactive features directly within the email.

AMP emails are interactive email format with dynamic elements to engage users, stand out, increase conversions. Games, forms, surveys bring content to life.

БЛОГ.png

Let's explore different types of interactive emails and discuss how to start sending them.

AMP Emails: What They Are, Their Types, Why Required

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


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


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


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


## 7 rules for dealing with marketing during a slump


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


### Do not cut advertising budgets


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


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


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


### Eliminate non-performing marketing channels


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


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


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




### Work with existing customers

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


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


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





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


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


### Seeking new directions and audiences


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


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


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


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


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


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






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


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




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


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


### Change positioning


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


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


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


### Maintain prices


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


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


### Working on online reputation


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


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



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


## Summary


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


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


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


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

image4.png

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

Managing Marketing During a Downturn: 7 Fundamental Rules

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

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

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

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

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

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

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

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

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

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

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

## Zero-party data lead to hyper-personalization

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

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

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

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

## Interactivity is the key to increasing customer engagement

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

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

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

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

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

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

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

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

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

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

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

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



## Mail deliverability increases if you check email when registering

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

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

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

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

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

## User data security comes first in 2023

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

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

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

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

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

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

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

## Customers like brand authenticity most

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

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

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

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

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

## Conclusion

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

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


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

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

Top Ultimate Email Marketing Trends and Predictions for 2023

Email Marketing Trends in 2023

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

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

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

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

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

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

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

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

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

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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