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<Img
img="/uploads/case_otpravka_email_blog_2f4dae2b51.png"
alt="Sales increased by 62% from sending emails"
/>

The article by Valentina Matyunina, business development manager at [**Dau Relationship Marketing**](https://dau.agency/), discusses the strategies the agency used to increase their client's sales by 62%. The agency's clients include a streaming service with a subscription system. The agency’s main goal is to convert users into paid subscribers for the streaming service.

[**Altcraft Platform**](https://altcraft.com/), a marketing automation platform, proved instrumental in addressing this challenge. This allowed the team to steer clear of technical complexities and dedicate their freed-up time to refining the email strategy for the client. This involved devising a unique giveaway with a cash prize and crafting fresh triggers.

## What We Did 

We have extensive experience in email marketing and firmly believe that the "send an email and wait" approach is ineffective. It fails to engage the database and drive customers towards the desired action. Constant reminders are essential, but they must be delivered subtly.

Following the initial email, we crafted a "reminder" email. The number of follow-up emails varied depending on the accuracy of the trigger. If the trigger was successful, great. If not, we would experiment with a different trigger. To track results and identify audience engagement, we utilized Altcraft Platform's comprehensive analytics. The platform promptly generated reports based on specified filters.

Our objective was to convert trial subscribers into paid subscriptions with 3-month or 12-month plans. We sent two primary email blasts to the entire database, but as expected, the conversion rates fell short of our expectations. This prompted the implementation of follow-up emails.

To ensure success, we launched an "email blitz" for our clients. This involved sending daily emails to the streaming service's subscribers, a rather aggressive approach. We only paused on weekends because email open rates are typically lower during those times — people are generally less active on their email accounts. This insight, along with others, came from Altcraft Platform's analytics.

Unsubscription rates remained within the acceptable range (< 0.05%), while conversion rates soared. So, why didn't we annoy everyone?

## Creativity is King 

The platform allows us to segment the audience based on various criteria, ensuring that emails are delivered to those most likely to open them. Essentially, we conducted an email campaign using a "hot" database, but we divided the recipients into two groups. One group included those who had never opened any emails, and the other group included those who had read the emails but had not yet made a purchase.

For the first group, our goal was to get them to open the emails. This required creative approaches to email subject lines: we needed to capture the recipient's attention and make them curious about the content, without revealing too much before they actually opened the email.

Here are some examples:

- Clear the Skies and Discover Your Future 🤯

- Act Now! This Can't Wait! 😜

- A Turning Point Awaits 🧭

For the second group of subscribers, we needed to work with the content itself, not the “packaging.” We used unusual design elements, GIFs, or visual triggers to show them we offer a modern and useful product they definitely need.

## Our Results 

As per the plan, we were required to send out 14 emails over a 60-day period. It’s interesting that towards the end of the campaign, we had to send out 4 email blasts per day. But not only did we not experience any unsubscribes, but on the contrary, additional sales within the scope of the task increased by 62%, revenue exceeded advertising expenses threefold, and there was no noticeable increase in unsubscribes after the final emails.

Reminder emails proved to be the secret sauce of our success, boosting the target conversion rate. With the help of Altcraft Platform, we were able to expand the number of paid subscriptions to the streaming service.

To avoid being intrusive and causing negative emotions, we employed a variety of informational and creative triggers, experimented with different subject lines, and incorporated interactive visual elements into our email designs. This kept users engaged despite the consistent message across all emails — an invitation to participate in a cash giveaway.

## What Did We Learn From This Experience?

Outsource technical tasks to specialized platforms and invest the saved time in creative brainstorming sessions with your agency team.

*By Valentina Matyunina*

In the article, a business development manager at Dau Relationship Marketing explains what the agency did to make their client's sales increase by 62%.

case-otpravka-email-blog.png

About what the agency did to make their client’s sales increase by 62%.

Sales increased by 62% from sending emails 4 times a day

How Sending 4 Emails a Day Increased Our Sales by 62%

<Img
img="/uploads/bnb_bank_2faa741b07.png"
alt="How BNB Bank Increased Transaction Activity"
/>

BNB Bank is a modern bank with a more than 30-year history and a confident progressive approach to products and services.

Over the past two years, the bank has attracted more customers than in the previous 30 years. Today, around 97% of customers register online, and almost 100% of card products are digital.

BNB Bank's successes are highly recognized in the professional community: at the Bank of the Year award in 2024 alone, it swept 5 awards across several categories. Among them — 1st place for bank marketing (3rd year running).

BNB Bank has been collaborating with Altcraft for over a year. The results achieved during this period are presented below.

## Why Altcraft 

The platform met all the requirements of BNB Bank right away:

- **Security.** It is important for the bank to store customer data on its own servers. The company takes great care of personal data and strives to minimize the chance of its transfer to third-party resources. In their search for a solution, they conducted a thorough comparison of different options. They chose Altcraft, primarily due to the on-premises solution, to install the platform within the business environment.

- **Centralization of communication delivery**. With Altcraft, BNB Bank consolidated communications and analytics in one place and began tracking touchpoints with clients in profiles. This helps monitor the frequency of interaction, take user interests into account, and send relevant content.

- **Platform flexibility.** The bank sees how [**Altcraft Platform**](https://altcraft.com/) is developing, which allows them to implement solutions of any complexity using the platform.

## Tasks and Results

The first stage of the collaboration involved integrations and adding the necessary data. Now, the partners are actively engaged in automating communications. They have already launched several product and personalized scenarios: NPS surveys, birthday messages, currency exchange offers, and more.

One of the key tasks is onboarding new customers and retaining them. To achieve this, they have implemented trigger chains for each product that guide customers through product usage and highlight its benefits.

For automation, omnichannel messaging is utilized across Viber ⭢ SMS channels. In certain scenarios, only mobile push notifications are employed.

**In numbers:**

- The **open rate** of automated Viber messages: **≈60%**

- The **click-through rate** of automated messages across **all channels: ≈12%**

- **Increase in transactional activity: +36%**


<Note>
Transactional activity is the number of actions a user takes related to purchasing or using a product or service.
</Note>

- **Monthly Active Users (MAU) growth over the year: +19%**. The launch of push notifications and initial trigger-based scenarios partially contributed to this increase.

<Note>
MAU (Monthly Active Users) — the number of users who interacted with a product or service at least once within a month.
</Note>

## What Was Done to Achieve These Results

A new communication channel — push notifications — was launched just over six months ago. **The click rate reaches 20%**, and the results are growing every month. The convenience and user-friendliness of the BNB Bank mobile app, along with a well-thought-out push notification strategy, contribute to achieving such a strong performance.

The bank actively uses the Scenarios tool to create automated email campaigns of any complexity. In late 2023, Altcraft updated the scenario editor, making it more convenient and user-friendly.

<Img
img="/uploads/scenario_54fc2dc692.png"
alt="Updated the scenario editor in Altcraft Platform"
src="Example of a product trigger scenario"
/>

The platform provides extensive segmentation options: by basic profile data, geolocation, action history, and more. Based on the information obtained, it is possible to prepare a relevant offer for customers. BNB Bank works with additional segmentation fields and requests to create [**trigger scenarios**](https://altcraft.com/glossary/trigger-campaign-why-to-use-it-to-whom-it-is-suitable).

BNB Bank also uses broadcast campaigns to launch manual communications — it sends mobile push notifications, Viber messages, and SMS messages, informing customers about new services and important news.

Altcraft Platform can also send messages to Telegram and other channels.

In collaboration with Altcraft’s development team and the bank's vendor, Viber — a channel important for BNB Bank — was added. The audience of the Belarusian market actively uses this messenger, so it shows good results.

- The open rate for manual communications reaches 75%.

- The click rate for some special communications is 50%, but on average it is up to 15%, which is considered a good result.


Using analytical reports, the bank tracks the effectiveness of campaigns over time. The Altcraft system quickly processes a large amount of data, instantly calculates and displays analytics. The client receives the necessary information without delay.

Currently, analytical reports are used to keep track of the performance of trigger scenarios. Thanks to convenient graphs, it is possible to detect declines in sending and delivery rates. This serves as a basis for refinements and adjustments. Additionally, with the help of analytics, the bank understands which content is truly interesting and relevant to users and uses this information in further automation and content development.

## How Marketing Has Changed After Implementing Altcraft


1. **The implementation of the platform has enabled** [**message personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters). Now, the bank sends users only the content that has resonated with them before, along with relevant messages, individual product offers, and targeted recommendations. This approach positively impacts open and click-through rates.
 
2. **In Altcraft CDP, you can use different message sending policies to avoid overwhelming recipients with unnecessary information.** According to the new communication policy of BNB Bank, each client receives no more than three automatic and manual messages per week. This allows the bank to control its relationships with customers.


## BNB Bank's Future Development Plans

BNB Bank is prioritizing maximum automation. To achieve this, the bank's team is migrating all previously launched trigger and service campaigns to Altcraft Platform, where they can then create new ones from a single interface.

The bank's immediate plans include automating monthly cashback service messages, which inform customers about the amount they earned using the 1-2-3 card in the previous month. This will save the bank 4-5 working hours for several team members each month.

In addition, work is underway on a loyalty program, in the implementation of which Altcraft is taking a direct part.

In the article, we will analyze what results have been achieved, in addition to increasing transactional activity during the cooperation between BNB Bank and the Altcraft Platform.

bnb-bank.png

About the results achieved during the cooperation between BNB Bank and Altcraft Platform.

BNB Bank: How to Attract New Customers and Increase Transaction Activity

How BNB Bank Increased Transaction Activity by 36%

<Img
img="/uploads/digital_services_ecosystem_0ea4fb8488.png"
alt="How Uzum Reduced Push Notification"
/>

**Uzum** is a digital services ecosystem, offering e-commerce, fintech, and banking services to both individuals and small and medium-sized businesses. Over 10 million people in Uzbekistan use Uzum's products every month. Notably, the company achieved the status of the first tech unicorn in Uzbekistan.

The company has been automating marketing communications through Altcraft Platform since December 2022. This article explores the results achieved during their year-long collaboration.

## Why Uzum chose Altcraft Platform

Uzum selected the platform based on the following criteria:

1. **On-Premise Deployment.** Uzum's ecosystem includes a marketplace, express delivery, traditional and digital banking, a BNPL (buy now, pay later) service, a car buying platform, and an entrepreneur app. Strict Uzbekistani data storage and security laws require the company to maintain full control over information. Altcraft, as one of the few platforms offering on-premise deployment, minimizes the risk of leakage by granting Uzum complete control over data.

2. **Flexible Segmentation.** Altcraft allows for detailed audience segmentation based on various factors like profile data, location, website activity, and others. This flexibility enables Uzum to tailor communication for different user groups.

3. **A/B Testing.** With this feature, Uzum systematically optimizes its marketing strategies by determining the best methods of interacting with customers.

4. [**Marketing Automation**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development) **and Loyalty Programs**. Altcraft Platform provides solutions for automating regular campaigns and creating communication chains. Additionally, you can generate various promo codes to increase customer loyalty and strengthen your relationships with them.

5. **Control of the Number of Communications per User.** Uzum automates customer communications, simplifying the interaction process. This also prevents information overload for the user, providing a more comfortable experience.

6. **Flexible User Subscription Management.** The platform combines data into a single customer profile. Comprehensive information about subscribers helps tailor messages to the preferences and interests of each buyer.

7. **Message Scripts in Templates for Campaign** [**Personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters). The ability to use logical functions in templates ensures a high level of customer engagement, as you can add or remove necessary blocks for a specific audience.

Altcraft Platform not only meets high security requirements, but also effectively improves Uzum's marketing practices, which saves time and increases the efficiency of customer communications.

## Results Achieved

### Started Saving 20 Working Hours per Week


Uzum uses Push, SMS, loyalty programs, and market. By automating regular campaigns, they were able to save **more than 20 working hours per week** that were previously spent on creating these mailings.

<Img
img="/uploads/started_saving_working_hours_per_week_fcf708e8ee.png"
alt="By automating campaigns, they were able to save more than 20 working hours per week"
/>

### Reduced Time to Market for Ad-Hoc Campaigns by 3 Times

In a year of collaboration, Uzum was able to **reduce the time to market for ad-hoc campaigns by 3 times.** This was achieved through the use of a convenient segmentation system based on key profile data and the ability to launch customer communications in multiple languages.

**Previously, various tasks had to be performed manually:**

- Creating separate templates for specific users; 

- Dividing each segment into files; 

- Selecting the template language based on the list.
 
**Now:**

- Multiple templates have been created in different languages; 

- Content in the required language is automatically substituted based on profile data; 

- The audience is also automatically selected each time the campaign is launched.

<Img
img="/uploads/reduced_time_to_market_d5314c9e66.png"
alt="Reduced Time to Market for Ad-Hoc Campaigns by 3 Times"
/>

### Increased OR by 2.3 Times

Regular newsletters have become an important part of Uzum's marketing strategy. This has led to **a 2.3-fold increase in message opens** compared to previous approaches. This result underscores the effectiveness of the flexible segmentation system for more precise communication and adaptation to the interests of different user groups.

<Img
img="/uploads/increase_in_message_opens_4c3c594594.png"
alt="Increased OR by 2.3 Times"
/>

### Reduced Push Notification Opt-Out Rates by 23%

Successful segmentation reduced the push notification opt-out rates by 23%. This proves that customers respond more positively to personalized and relevant messages, and it speaks to the importance of A/B testing. This is how Uzum continuously optimizes content and communication channels.

<Img
img="/uploads/reduced_the_push_notification_5bd143c5b8.png"
alt="Reduced Push Notification"
/>

## Future Plans

Uzum plans to:

- Fully automate product recommendations based on user behavior; 

- Set up cascading communications; 

- Automate remarketing for users who do not receive messages or place orders.

## Conclusions

Altcraft Platform has fully met Uzum's expectations, as its use takes into account the requirements for data security and the flexibility of the segmentation system.

Uzum effectively uses Altcraft tools to optimize communication and customer experience management processes, which include Push, SMS, loyalty, and market. Full automation of product recommendations is on the agenda, along with continued improvement of user interactions.

These successes confirm the effectiveness of Altcraft Platform and Uzum's readiness for continuous improvement of marketing strategies for more successful interaction with the audience and business development in general.

How the digital services ecosystem Uzum reduced the bounce rate of push notifications and saved 20 working hours per week using Altcraft Platform.

digital-services-ecosystem.png

Read how the Uzum reduced the bounce rate of push notifications and saved 20 working hours per week.

Uzum: How to Reduced Push Notification and Saving 20 Working Hours

How Uzum Reduced Push Notification Opt-Out Rates by 23% and Started Saving 20 Working Hours per Week

<Img
img="/uploads/alfa_Figures_50eea3c0a9.png"
alt="AlfaStrakhovanie: Increasement of Profit by 714% in 4 Years"
/>

AlfaStrakhovanie is the largest private insurance company in Russia, offering a wide range of insurance programs for individuals and corporate clients.

Since 2019, the company has been engaged in marketing communication automation through the Altcraft Platform. In the first year, the marketing team achieved excellent results, with a 42% increase in CRM marketing profits. We discussed how they achieved these results [**in this article**](https://altcraft.com/blog/case-how-altcraft-platform-helped-top-insurance-company-increase-sales).

Currently serving over 30 million customers, utilizing 15 communication channels, and processing data from 80 repositories, AlfaStrakhovanie has successfully adapted Altcraft Platform to its scale, automating customer communication and freeing up time for the development and implementation of new strategies. Learn how AlfaStrakhovanie enhances customer communication with the help of the Altcraft Platform.

Currently, AlfaStrakhovanie serves over 30 million customers, utilizing around 15 communication channels and processing data from 80 repositories. Their Customer Journey Map (CJM) consists of 200 touchpoints. Altcraft Platform has successfully adapted to such a scale, enabling the specialists at AlfaStrakhovanie [**to automate customer communication**](https://altcraft.com/blog/marketing-automation-for-insurance-companies) and free up time for the development and implementation of new strategies. 

We share how AlfaStrakhovanie improves customer communication using the Altcraft Platform.

<Img
img="/uploads/Profit_of_Alfa_Strakhovanie_from_CRM_marketing_min_0be7547221.png"
alt="Profit of AlfaInsurance from CRM marketing (comparing with 2018)"
/>

## Why they chose Altcraft Platform

**1. The ability to work in tandem with the internal CDI system without data transmission to cloud services.** A key priority for insurance companies is customer data security. Altcraft, as one of the few providers in the domestic market, offered an On-premises solution, allowing AlfaStrakhovanie to have full control over their data by deploying the software within their own infrastructure.
 

**2. The capability to gather all data in one place and manage marketing processes in a unified interface.** Within Altcraft Platform's Customer Data Platform (CDP), a unified profile is created for each client based on their personal and behavioral data. This enables a better understanding of customers and facilitates more personalized communication.
 

**3. Сustomization functionality.** Altcraft Platform also provides additional communication channels with clients. The willingness of the Altcraft team to tailor the platform to meet customer requirements played a crucial role in the decision-making process.

## Tasks and results

The customer journey in AlfaStrakhovanie consists of over 200 touchpoints. By configuring scenarios and trigger campaigns in the platform, the company automated customer interactions at each of these touchpoints. Let's discuss the tasks it solved.

### Task 1: Customer retention and increasing repeat sales

Retaining existing customers is a less costly endeavor compared to acquiring new ones. Therefore, a significant portion of marketing communications in AlfaStrakhovanie is focused on addressing this task.

Currently, over 500 triggers are active, with thousands of message variations across various communication channels. Among the implemented mechanisms are:

- **Abandoned calculator.** If a customer starts entering data into the insurance cost calculator but fails to complete the action, the system automatically sends them a reminder with an offer to finish the calculation.

- **Bonus accrual.** After successfully completing a transaction, customers are awarded bonus points. The company then sends them an email notifying them about the accrued points. The email includes an individualized link to other insurance services that may be of interest to the customer.

- **Customer reactivation.** If a customer has not made repeat purchases for an extended period, the company sends them an email with a link to a personalized survey. The survey aims to identify the reasons why the customer is not interested in renewing the service. After completing the survey, the user receives a discount on their next purchase.

**Policy renewal**

For effective policy renewal, the company actively engages with the customer at every stage. The following triggers are used:

**1. 30-Day policy expiration reminder.** One month before the insurance policy expires, the customer receives an email offering the option to renew the service.

**2. Policy expired notification.** On the day the policy becomes invalid, the company sends a notification to the customer.

**3. Abandoned payment.** If a customer starts the policy purchase process but does not complete the transaction, they receive a reminder email.

Each trigger sends a message with an individualized link. When clicked, the customer is redirected to a page where they can quickly renew the service. From the customer's perspective, this simplifies the renewal process. Additionally, timely reminders minimize the risk of missing the deadline and being left without coverage. From the company's standpoint, these triggers increase the likelihood of a successful transaction.

**Cross-Selling**

AlfaStrakhovanie offers 35 primary products and over 50 additional ones. With such a wide range of options, [**cross-selling**](https://altcraft.com/blog/what-is-cross-selling) becomes one of the most effective tools for increasing repeat sales.

However, it is important to offer products that genuinely interest the customer when implementing this strategy. For example, if a person purchases mandatory motor insurance (MTPL), they can be offered comprehensive motor insurance (CASCO). And if they have obtained "Insurance for traveling abroad," they might find "Green Card" service useful.

AlfaStrakhovanie creates a list of relevant products within its internal CDI system, utilizing machine learning. Based on the user's previous actions, ML algorithms generate the best recommendations from the available options.

To timely deliver such an offer, a scenario is set up in the Altcraft platform. After the customer completes the insurance service purchase, they are awarded points and receive an email. Three days later, the platform checks which specific product the customer has purchased. The CDI system gathers relevant additional offers and transfers the data to the platform. Based on this data, a template is generated, and an email with a list of recommendations is sent to the customer. Subsequently, the platform tracks the customer's actions after receiving the email and transfers the data for processing in the CDI system. 

<Img
img="/uploads/alfa_Cross_selling_76ee17bf66.png"
alt="Cross-selling"
/>

Policy renewal, abandoned calculator, cross-selling, and customer reactivation — all these mechanisms are automated and continuously work to retain customers and stimulate repeat sales. As a result, in 2022, the level of repeat sales increased by 98%.

### Task 2: Increasing subscriber engagement

When it comes to email marketing, the level of subscriber engagement reflects how actively subscribers interact with the emails. Metrics such as open rates, click-through rates, and conversions are important indicators to consider.

Personalization is a key factor in driving customer engagement, and AlfaStrakhovanie has always excelled in this aspect. As previously mentioned, Altcraft Platform has been working in tandem with the company's internal CDI system from the beginning. All emails in the platform are generated based on data from this system. Let's explain how it works.

The CDI system segments users into micro-segments for each touchpoint based on various parameters: active products, customer interactions, insurance claims, website calculation stages, psychographics, and more. Personalized links and datasets are generated based on this segmentation and later transmitted to the platform. The platform performs additional customer load segmentation and triggers activation. As a result, customers receive the best offer from over 1 billion possible combinations. The average click-through rate (CTR) for such messages is 39%.

However, the company didn't stop at personalized email campaigns. The next step was to increase email open rates. Two different techniques were used for transactional notifications and promotional mailings.

**Transactional messages** contain important information, so it is crucial to ensure that the customer receives them. A [**cascade mailing**](https://altcraft.com/blog/cascade-campaigns) approach became an obvious solution, and the AlfaStrakhovanie team implemented the following scenario:

<Img
img="/uploads/alfa_Cascade_campaign_50db3a57f5.png"
alt="Cascade mailing"
/>

The message is sequentially sent to various channels. If the recipient does not open the message in one channel, the platform sends the same message to another channel. This process goes from the cheapest channel to the most expensive one. If the message still doesn't reach the recipient, a specialist from the call center will contact them.

By using cascading distribution, marketers have achieved almost 100% message open rate. 

To increase the open rate of **promotional campaigns**, marketers have employed a new ML module in the Altcraft Platform called [**"Best Send Time."**](https://altcraft.com/blog/altcraft-platform-updates-machine-learning-new-reports-whatsapp) Machine learning algorithms analyze the history of message openings in campaigns and determine the day of the week and hour when a specific profile is most likely to read the message. Therefore, each subscriber receives the email at the optimal time for them.

As you can see, conservatism is not characteristic of AlfaStrakhovanie marketers. They are always ready to embrace new technologies in their strategies, which is why their subscribers have long been receiving [**AMP emails**](https://altcraft.com/blog/amp-emails-what-they-are-their-types-why-required). The level of interaction with such emails is much higher than with regular HTML versions.

### Task 3: Attracting new clients 

To find new clients, the company expanded its coverage by setting up new communication channels - Telegram Group and Telegram Bot.

Through Telegram Group, AlfaStrakhovanie's specialists automated the posting of posts in its official channel. There they report on important news and share useful tips in the insurance industry. 

The main task of the channel is to increase brand recognition and gain the trust of potential clients. 

As for Telegram Bot, it performs the function of a support service. Here, messages are sent directly to the user, but they should first start a dialog with the bot. After that, their data gets into Altcraft's database for further communications. 

In addition, lead generation takes place through omnichannel scenarios in the platform. Through API requests, contacts of potential customers are transferred to agents, brokers and the call center. At the same time, the collected data allows for the automatic creation of a personalized script for each lead.

## Conclusion

The company "AlfaStrakhovanie" has been automating marketing communications with customers through the Altcraft Platform for over four years. The collaboration can be considered successful as the profit from CRM marketing consistently increases year after year. In 2022, it grew by 98%, marking a 44% increase compared to 2021.

How the insurance company AlfaStrakhovanie increased the level of repeat sales and subscriber engagement using the Altcraft Platform.

AlfaStrakhovanie case study 2023.png

Read how the insurance company increased repeat sales and subscriber engagement through marketing automation.

AlfaStrakhovanie: Increasement of Profit by 714% in 4 Years

How AlfaStrakhovanie Group Increased CRM Marketing Profit by 714% in 4 Years

<Img
img="/uploads/BLOG_oblozhka_kejsa_2_08e171407b.png"
alt="From 8% to 15%: How Cuva Implemented Personalized Marketing and Achieved Better Sales Results"
/>

[***Cuva***](https://cuva.ru/) is a service of gift certificates for vacations in hotels throughout Russia with an open date. The recipient chooses where and when to go. Such a service is unique in this country. *Cuva*'s rating on *Yandex* at the moment is 5.0.

## Why they chose Altcraft Platform

### *Cuva* was seeking for a tool that would meet the following criteria:

- ability to set up customer communication at all stages of the Customer Journey Map with minimal involvement of IT specialists;


- a convenient HTML editor with cross-cutting fragments;


- integration of other communication channels if needed;


- sending and receiving API requests in scenarios.

Furthermore, there was a need for ongoing technical support assistance.
[***Altcraft CDP platform***](https://altcraft.com/en) met all the needs and was able to solve the main issues. The *Altcraft* team set up the platform within two weeks, and the marketers started working.


## Results

**Setting up various scenarios for automating interactions with the service's customers**

### A welcome chain

Welcome emails are an important element of email marketing. Such a chain is implemented so that the business immediately informs the customer about its work. The main goal is to establish trust from the beginning of the introduction and thereby work with customer loyalty.

**How the scenario was performed**

We placed a form on the website, and after filling it out, visitors received an email with a promo code for a ₽500 discount on purchasing a certificate. If a person did not take advantage of the offer, we sent them a reminder about the discount after seven days.

### Upselling

After the customer has made a purchase, it is important to stay in touch with them and regularly remind them of your business. It is essential to interact with customers in a non-intrusive way so that upselling does not seem too pushy.

**How this strategy was implemented**

A month after the first purchase, the customer was offered to place the next order with a discount. The promo code was valid within the restricted time. If the buyer did not respond to the offer, they were reminded of the discount.

<Img
img="/uploads/Do_prodazhi_011ef0acfa.png"
alt="Upselling"
/>

### Reactivating customers 

Reactivation brings customers back to interacting with the business. Additionally, reactivation is necessary in order to:

- increase sales;


- save budget on email marketing;


- improve the reputation of the IP address.

**How the strategy for [customer reactivation](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) was implemented**

Thanks to deep segmentation in the *Altcraft Platform*, subscribers were analyzed by activity. Those who had not opened emails in the last nine months were removed from the database. The rest were then divided into the following segments:

1. those who had not opened emails in 3 months;


2. those who read emails but did not click on links;


3. those who opened emails, clicked on links but did not make another purchase in six months.

The first segment was sent a secret email with useful content. The second segment was sent a survey, the answers to which made it clear what subscribers wanted to see in the mailings. The third segment was given a promo code with a limited time discount.

### Omnichannel marketing

Omnichannel marketing, as well as multichannel, uses multiple channels to communicate with potential customers. However, unlike the latter, in omnichannel marketing, all the channels are synchronized. An omnichannel strategy is impossible without a special system in which all the data is stored. *Altcraft Platform* became such a system for *Cuva*.

**How was omnichannel implemented**

We set up an automation scenario to synchronize the work of the call center and email channel. Now, hot leads — those who opened the email but did not make a purchase — are transferred to the call center, where operators help them complete the deal.

The scenario involved three steps. First, we sent an email with a promo code to subscribers. Then we checked whether the recipient opened the email or not. If opened, it means they are interested. The data of these subscribers were then passed to the call center through the API call node.

<Img
img="/uploads/Prodazhi_cherez_call_center_a824134143.png"
alt="Sales via call center"
/>

### Connecting a Telegram channel/Telegram bot 

The volume of *Telegram* traffic in Russia stands at 68% today, and by these figures, the messenger has long surpassed WhatsApp*. When you have such an effective lead generation tool at your disposal, it's hard to resist. 

The *Telegram* channel, along with email newsletters and a *VK* group, has become a platform for the team to inform subscribers about interesting places to travel and share attractive promotional offers.

Currently, the channel is actively developing. In the future, they plan to use *Altcraft Platform* to automate posting in the *Telegram* channel, as well as sending newsletters to subscribers' direct messages.

## How marketing has changed during the collaboration with Altcraft

CRM marketing is based on analyzing customer behavior. With *Altcraft*'s CDP, key data is collected in one place and personalized offers are created for each segment based on that data. Then, these offers are delivered through a user-friendly channel.

This approach has a positive impact on sales. **Over the past year, the share of sales realized through CRM marketing tools has increased from 8 to 15%.**

The email channel shows the highest conversion rate. For example, **on Black Friday, 54% of revenue came from subscribers who purchased a certificate after clicking a link in an email.**

## Future plans 

1. **Connect the SMS channel.** Email newsletters are more focused on useful content, while SMS messages are suitable when it is necessary to promptly inform subscribers of important information. For example, to talk about limited promotions or remind them that the certificate expiration date is approaching.


2. **Assign tasks directly in AmoCRM.** We want to automate the process of transferring the request to the CRM system. When a client is active in messages (opens, clicks), a new task is instantly created in AmoCRM. Then the sales department picks up the interested lead.


3. **Track user behavior before their first purchase.** Tracking user behavior before their first purchase is one of our top priorities. It's important for us to understand what motivated the user to place an order. What hotels did they view? Did they compare locations? Did they purchase a certificate right away or return after some time? By collecting this data, we can improve the customer journey and personalize our email campaigns.

**The product belongs to Meta, a company recognized as extremist in Russia.*

Cuva is a Russian company selling gift certificates for vacations in hotels. Collaborating with Altcraft Platform they increased sales from 8% to 15%.

cuva_case.png

Seeking a right decision for your business to catch up with the competitors? Want to study what they do right now to win?

Cuva: Better Sales Results via Personalized Marketing

From 8% to 15%: How Cuva Implemented Personalized Marketing and Achieved Better Sales Results

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

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

## Results achieved

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

## What has been done to achieve the results

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

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

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

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

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

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

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

## What our client says

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

> Rinat Sibgatullin

> Head of Qvant Communications Platform

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

kejs-premer.png

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

How PREMIER Reduced the Time to Send Campaigns to 1 Hour

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

![AlfaStrakhovanie.jpg](/uploads/case_alfa_4987846d41.png)

AlfaStrakhovanie group is the largest Russian private insurance company featuring a universal set of insurance products: complex business-oriented programs and a wide range of products for individuals. They have been automating their business processes since when the company was founded in 1992. For the last year CRM-automation has been implemented with the help of Alckraft Marketing platform. Currently more than 500 triggers are configured, providing thousands of message variations for email, push and SMS channels.

Analyzing their experience can advise you how to increase subsequent sales rate.

## Objectives

AlfaStrakhovanie group builds communications with tens of millions of their customers, based on personal and behavioral data, processed by machine learning. It's quite a large amount of business data — and it just cannot be exported to external services. Thus, the task was to find a software platform that can operate in tandem with the company's internal CDI system while processing no data in cloud services. The software had to be flexible in order to fit the group's changing requirements while business and marketing continue to scale up.  

## Work done

Client communications with micro-personalization were implemented. The internal CDI segments customers into micro-segments for every contact point with the customer by the following aspects: active products, contracts made, insured events, steps of online purchase etc. Personal hyperlinks and sets of data are formed and then transfered into Altcraft Marketing platform. It performs additional segmentation and limitation. Then these requests are forwarded to corresponding channels.

The workflow here is the following:

* If a customer does not react to the email and push, they receive an SMS.
* After the message they get a robocall.
* If the customer proceeds ignoring communication, a manager from AlfaStrakhovanie group contacts the customer.

The platform allows to configure а customer journey map and manage all marketing processes in a single window of Altcraft Marketing. This strategy helps retaining your customers and engage them in dialogue with the company. Afterwards the platform registrates results and returns them to the CDI system for further processing.

All messages in the platform are made up on the basis of CDI data. 10 product types and 10 customer psycho-types are combined for the messages like «Automated purchase». This makes 1000 combinations for just one message. And for 50 products it will make 25,000. Getting such a message last thing that a client can do is to wonder its timeliness and click the «Purchase» button. At the same time it is possible to note in the same message to get this offer later because a customer is interested in another product. The platform saves the answer, activates the corresponding triggers and forwards data to the CDI system.  

![psychotype.png](/uploads/psychotype_7321fd5906.png)

## Results

Our client's objective was to implement a marketing automation platform to operate with large amounts of data within the company's Intranet. Altcraft Marketing in tandem with the CDI system creates micro-segments and launches triggers using known customer information. This made marketing campaigns personalized and maximized customer engagement.

One year of collaboration brought the following results:

* A combination of machine learning, segmentation and micro-personalization created effective advertising campaigns templates.
* High rates of micro-personalized communications performance were reached: OR — 42% and CTR as high as 36%.
* The rate of contract renewals increased by 49%, that means more frequent subsequent purchases.
* Revenue for products sold online increased by more than 30%.

![schedule.png](/uploads/schedule_faf7e84208.png)

The plan for 2020 is to migrate the remaining online products and to further explore the existing points of contact with customers.

Dmitriy Leonov, AlfaStrakhovanie group CRM-marketer:

>We were looking for a marketing automation service, that could run within our network, sharing no sensitive data with cloud services. [**Altcraft**](updates-rich-push-i-formy) Marketing, I would say, is the only omni-channel platform that can adapt to meet our business needs and operate in sync with other services within our intranet. Now all business data is safely stored in one place and it's not processed in any cloud services. We use Altcraft Marketing for additional segmentation and for building micro-personalized communications.

## To sum it up

During a year AlfaStrakhovanie group implemented micro-personalized communications for every step of a customer lifecycle. Around 500 triggers were configured with thosands of content variations. Beside that, subsequent purchases increased 49% and revenue — 30%. As well, the customer journey map was defined with various marketing scenarios — and all within a single window of Altcraft Marketing.   

Looking where to start with marketing automation? Write [**us**](mailto:sales@altcraft.com) — we're always glad to help.

From our article you’ll learn how AlfaStrakhovanie Group, using the Altcraft Marketing platform, automated business processes and improved performance several times.

AlfaStrakhovanie.jpg

In our new article we describe how marketing automation and Altcraft Marketing platform helped AlfaStrakhovanie group increase subsequent sales by 49%.

Case: AlfaStrakhovanie Group and Altcraft Platform

How Altcraft Marketing Helped AlfaStrakhovanie Group Increase Subsequent Sales by 49%

![Открытие Брокер обложка.jpg](/uploads/case_broker_124b230e65.png)

Otkritie Broker Joint Stock Company is a part of Otkritie Bank Group. Otkritie Bank is the seventh largest bank in Russia by assets. It is also included in the list of the country's systemically important credit institutions.

Otkritie Broker JSC has been operating since 1995. It has become the best brokerage company for retail investors. In 2010, the National Rating Agency assigned Otkritie Broker the maximum reliability rating of AAA. Since then, the company has annually confirmed it.

## Input data

Otkritie Broker has been developing email marketing since 2012. One of the cloud services was connected, but the company faced some problems in working with personal data of clients.

Three years later, the company was faced with the following issues:

- How to combine mailings?
- What is the best way to send emails?
- How to implement a communication policy?

After conducting a survey, Otkritie Broker set itself the task of finding a suitable platform for automating communications. The following criteria were used by the company in selecting the platform:

- ability to integrate with existing systems; 
- country of development/support;
- on-premises software  to keep  all data within the company's network;
- report formats;
- additional features.

The [**Altcraft**](updates-rich-push-i-formy) Marketing Platform fully met the company's requirements, after which the company purchased access and deployed the soft successfully on its own hardware.

## Tasks

Due to the fact that Otkritie Broker has just started to automate its marketing, the company has set itself a small task: the minimum possible improvements in the current situation through automation.

## What was done

Marketers synchronized all current available data with the platform. Now all contact information about customers is stored in one place. 

The Altcraft team has integrated the SMS gateway and SQL data tables that the customer already had. Thus, specialists now have the opportunity to work with familiar communication channels and CRM.

Multi-subscriptions were implemented for each customer profile within one database. Initially, information about customers and their subscriptions were stored in different places. In the platform, Otkritie Broker created a single database with subscriptions to different resources.

Moderation of messages appeared. Thanks to this, the corporate mail got rid of spam, links to dubious sites and other unnecessary notifications.

The access rights for different specialists to edit letter templates were segregated. For example, a copywriter can write text, but only a marketer can send it.

The communication policy in the platform allowed assigning restrictions on communications. Now the maximum number of contacts with the client is made for a certain period of time without exceeding the limit. 

## Results 

The company was looking for a tool for marketing automation to centralize all communications in a single platform and work with large amount of client data within the corporate network. And Altcraft has provided Otkritie Broker with this opportunity. 

Using the platform, the company launched triggers based on client data and personalized email messages. After sending the first full trigger, Otkritie Broker received the following results:

- the indicators of micro-personalized communications have increased: Open rate increased to 75%, Click rate - 27%;
- traffic via email channel increased to 27%;
- 26% of clients were reactivated via emails.

Thanks to the use of the built-in email template editor, Otkritie Broker was able to create more than 20 email templates that could be changed when new products appeared.  In the end, we managed to achieve good results:

- Open rate — 75%;
- Click rate — 49%;
- more than two readings of the letter per client.

![Otkritie Broker.jpg](/uploads/Otkritie_Broker_fd62b38677.jpg)

On the New Year's Eve Otkritie Broker personally congratulated clients on the holiday. As a result, the Open rate was 36%, and many customers responded, noting that it was a positive experience .

For six months of work Otkritie Broker has received a high KPI and recouped the expenses.

Overall performance:
- Open rate — 49%;
- Click rate — 20%;
- the annual cost of using the platform has paid off for three months of use;
- 15% of all raised funds from clients came thanks to e-mail messages;
- time for campaign preparation was reduced by 3 times.

![Otkritie Broker 2.jpg](/uploads/Otkritie_Broker_2_a376722708.jpg)

## Сonclusions

As a result, Otkritie Broker has fully automated marketing processes. The company configured the sending of email messages through the AKMTA gateway built into the Altcraft Marketing platform. Marketers began to launch promotions and give promotional codes, set up push-notifications. The AK-pixel was placed on the website and the distance learning portal.

**So, if you want to automate your marketing, but do not know where to start, write us an [email](mailto:sales@altcraft.com) and we will find a solution together.**

Here's how Otkrytiye Broker improved its business performance several times using the Altcraft Marketing automation platform.

Открытие Брокер обложка.jpg

In our new article we describe how Otkritie Broker JSC has fully automated its marketing with the help of Altcraft Marketing platform.

How Altcraft Marketing Helped Otkrytiye Broker Improve Results

Case: How Otkritie Broker JSC Has Automated Communications with Clients Using Alcraft Marketing Platform

uzum-case.png

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

bnb-bank-kejs-v-menyu.png

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

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

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

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

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

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

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

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

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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