Interesting and useful articles about marketing, our product and online communications

Tips for Digital Marketing & Sales in Altcraft Blog

By continuing to use our site, you consent to the processing of cookies that ensure the proper functioning of the site.

Download documentation

Anti-Spam policy

Blog

Contacts

Support

Partners

Pricing

Privacy Policy

Why Altcraft

Page not found

Help Center: Guides on How to Use Altcraft Platform

Personal data policy

Privacy Policy
and personal data policy

Request a demo | Fill Out the Form | Altcraft Platform

Get Started With Altcraft's Software

Why business chooses Altcraft

processing of personal data

How to set up a tracking pixel

What is a loyalty program

How to create a customer database

How to manually import customer data

You may be interested

<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.

medium_digital-services-ecosystem.png

small_digital-services-ecosystem.png

thumbnail_digital-services-ecosystem.png

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/mvp_what_it_is_084731d36c.png"
alt="MVP: What’s It, Why Needed, Its Types, Stages & Examples"
/>

Developing a new product entails resource costs: money and time. However, it's impossible to predict with 100% certainty whether an idea will be successful. Going all-in and implementing all planned features at once carries the risk of significant losses. If the product doesn't become popular or isn't needed by anyone, the business will have wasted money.

To test hypotheses relatively economically, the MVP (Minimum Viable Product) method was devised. In this approach, the idea is implemented but not fully. The client receives basic functionality and evaluates it, while the creator makes decisions about further product development based on feedback.

In this article, we'll delve into what an MVP version is, why it's needed, and how it's created.

## What is MVP and why it’s needed

**MVP (Minimum Viable Product)** is a minimal viable product or version that already has features to meet needs and demonstrate software capabilities to the client.

It is created to test an idea without unnecessary investments, which is why startups often use this approach. However, an MVP product is a universal solution, suitable for large companies launching new projects and aiming to avoid financial losses.

*For example, let's say you decide to start producing small cakes with original inscriptions. The MVP of such a product would be a classic white cake with letters made of special cream. The cake is already tasty and produces the desired effect; the customer can cut a piece, taste it, and evaluate it.*

*Then, the full version would include multiple colors, a more complex shape (e.g., round), 3D letters, and illumination.*

### Why is the MVP model needed

**Checking the viability of the idea.** A real product provides much more information than preliminary market research. [**User feedback**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales) will show which features are important and what prospects the project has.

**Resource saving.** The MVP, as a minimal product, is a test version that does not require huge investments. Therefore, in case of failure, the losses will not be fatal. Additionally, the MVP prototype will indicate which functionality is not interesting to users, allowing you to avoid investing in the development of these directions.

**Increasing competitiveness and attracting customers.** The longer the development takes, the more likely it is that someone else will launch a similar product. Creating an MVP solidifies the position of the developing company in a certain niche, making it harder for competitors to surpass you.

**Attracting investments.** It is easier to raise funds for a product that already exists than for an idea. Developing an MVP will be a plus for investors and a visual demonstration of the project.

## How MVP differs from PoC

The concepts of MVP (Minimum Viable Product) and Proof of Concept (PoC) are related but distinct.

<Table>
| Type | Description |
| ------ | ------ |
| PoC | Concept development and verification through market analysis, customer interest (for example, by the number of pre-orders) even without the product itself. That is, only a certain promise is demonstrated, a description of the functionality. Experience of other companies and other data is also analyzed. Sometimes MVP version of a product can become one of the stages of Proof of Concept. The method has no clear boundaries, so this variant is possible. |
| Prototype | A software simulation that demonstrates basic features and interface, but it is not full functionality. |
| MVP | Hypothesis testing on a real-world product with the necessary functionality for user evaluation. |
</Table>

## Types of MVP

It is more accurate to distinguish stages of MVP rather than types because the classification depends on the degree of readiness of the test product. It is not always fully functional software.

### Here are the types of MVP

- **Landing page**, where detailed information about the future product and planned features is gathered. Email addresses or other contacts with interested users are collected here. This helps build a customer base, to whom demos and other product testing options can be offered through available communication channels. 

- **Concierge**. While the product does not yet exist, all functions are performed by people. Communication with users occurs not through an interface, but directly (messengers, email, etc.). For example, instead of a hotel booking service, users need to contact a manager. 

- **Product simulation**. In this version, there is a user interface, but the functionality is implemented by the developers themselves, who manually process requests. This means that automation is not yet in place, but users may not be aware of this.

## Stages of Creating an MVP 

- **Goals and objectives.** Determine the problem the user should solve with the future product and the features that will address it. Also, describe the product's value proposition to customers. 

- **Market analysis and** [**target audience.**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it) To create a useful MVP application, service, or other software, it's important to know existing alternatives: their advantages and disadvantages that your product will address. Also, identify who the consumers are and what they want. 

- **Functionality planning.** Describe how the MVP product will work, the steps the user will take during usage, and how to make the journey as straightforward as possible. 

- **Development.** Proceed with one of the familiar methodologies in IT. Typically, this is Agile with Scrum and other tools. By this stage, the programming language for the MVP version of the product has been chosen, and the team has been formed. 

- **Product launch and testing error resolution.** This process takes place within the team to present users with a properly functioning product. 

- **Feedback and analytics.** The MVP product is released to users, who use it to solve their tasks and provide feedback. Based on the results, creators analyze the data and draw conclusions about the success of the idea and its prospects. If testing is successful, deficiencies are addressed, and the product is refined to the full version.

## Examples of MVP

### Amazon

The story of one of the world's top online retailers began with an MVP in the 1990s. Amazon's founder, Jeff Bezos, didn't create a full-fledged online store but focused on selling just five products—the best-selling books. This resulted in a simple website that grew into a full-fledged digital platform for commerce. And Bezos became one of the wealthiest people in the world.

<Img
img="/uploads/amazon_first_version_70e3c7a9c4.png"
alt="First version of Amazon"
src="Amazon's first version"
/>

### Uber

In the first version, the service was called Ubercab. The Minimum Viable Product included only the feature of connecting passengers with nearby drivers in real-time. Even then, there was a driver rating system and GPS.

Later, additional features beyond the MVP were introduced. For example, shared rides, messaging, and even food delivery.

<Img
img="/uploads/first_version_of_uber_3fab1e0750.png"
alt="First version of Uber"
src="MVP version of Uber (Ubercab)"
/>

### Duolingo

The MVP version of the app featured a passive-aggressive owl and was free for users. The financial model relied on crowdsourcing: users translated texts, and the best translations were sold.

Later, Duolingo became interactive, offering more lessons, and subscription terms were changed.

<Img
img="/uploads/one_of_the_first_versions_of_the_duolingo_d071085e92.png"
alt="One of the first versions of the Duolingo application"
src="The interface of one of the first versions of the Duolingo application"
/>

### Instagram*

In the first version, the app looked like a simple photo album where users could apply filters. This format turned out to be very popular.

Today, Instagram is a platform with photos, videos, stories, chats, and many other features that have been added since the MVP version.

<Img
img="/uploads/first_version_00328d1670.png"
alt="Instagram*: first version"
src="Instagram*: start"
/>

### Pinterest

The MVP of the service was very simple: users saved ideas (images) by topic and pinned them to boards, sharing them with others. Today, this aspect of Pinterest remains, but features such as search, recommendations feed, and shared boards have been added, and users can also upload videos.

<Img
img="/uploads/pinterest_first_interfaces_bfcd899307.png"
alt="Pinterest first version"
src="Pinterest's first interfaces"
/>

### Zoom

Before its popularity surge during the pandemic, the platform offered limited basic features: video conferencing, recording, and screen sharing. This MVP proved convenient for users, and as revenue grew, the company added new features and improved data security. 
### iPhone

In the first MVP version of the iPhone's software, many familiar features were absent: copy and paste, Bluetooth, image sending, and more. However, the smartphone was revolutionary and changed the market.

Today, there are so many features in the iPhone that people don't always use even half of them.

<Img
img="/uploads/first_ios_397c43d886.png"
alt="That's what the first IOS was"
src="That's what the first IOS was"
/>

## Summary 

A Minimum Viable Product (MVP) is the implementation of an idea (often an IT service or application) with basic features that address the needs of customers. This approach is important for saving money on development, understanding users, and attracting investments. MVP visually demonstrates whether the product is needed by the audience, what its shortcomings are, and whether further investment in its development is worthwhile.

MVP differs from Proof of Concept (typically hypothesis testing without product development) and a prototype (a simulator without full functionality).

To develop an MVP, goals are set, the market and audience are studied, a development team and methodology are selected. After testing and launching the product, feedback is obtained from users themselves, who provide feedback.

*
*Product of Meta, recognized as an extremist organization in Russia.*

MVP stands for Minimum Viable Product. It refers to the initial version of a product that includes only core features essential for addressing customer needs.

medium_mvp-what-it-is.png

small_mvp-what-it-is.png

thumbnail_mvp-what-it-is.png

mvp-what-it-is.png

About what the MVP version is, why it is needed, the stages of creation and examples.

MVP: What’s It, Why Needed, Its Types, Stages & Examples

MVP: What It Is, Types and Stages of Creation

<Img
img="/uploads/customer_segmentation_models_b160eae6f7.png"
alt="4 Customer Segmentation Strategies for Tailoring Content"
/>

An important condition for an effective marketing campaign is to deliver it to the right people at the right time with the right content. Creating a unique message for each potential and existing customer is challenging because their needs and preferences vary. Segmentation comes to the rescue, allowing companies to interact with users through personalized campaigns. The problem is that there is no universal approach to [**audience segmentation**](https://altcraft.com/blog/how-and-why-to-segment-target-audience). You need to find the appropriate model that meets the needs of your business.
In this article, we will discuss the most effective customer segmentation methods and provide tips on how to use them to personalize communication with customers and increase their engagement.

## Why does a business need segmentation models

Customer segmentation is an opportunity to obtain valuable data about customers and tailor campaigns based on this data rather than just dividing people into groups. Why invest in audience segmentation:

### 1. Effective customer interaction

Segmentation models improve understanding of customer interests. By applying them in marketing, you can find effective ways to attract users. When you send relevant messages to your audience, you improve their customer experience, thereby increasing sales. Through segmentation and prioritizing communication, you can tailor each message to maximize its effectiveness.

<Img
img="/uploads/personalized_letter_784f4072f2.png"
alt="Personalized letter from Sephora"
src="Example of a personalized letter from Sephora"
/>

### 2. Increased advertising ROI

If there is only one marketing channel where customer segmentation brings impressive results, it is paid advertising. It is in the company's interest to address ads specifically to potential customers for whom it is relevant.

The main advantage of customer segmentation for advertising campaigns is the ability to focus more attention on groups that are more profitable, while reducing interaction with less profitable audiences.

For example, if an online store plans to promote a new collection of sunglasses, it should focus on user segments living in sunny regions or conduct the campaign during the summer season.

### 3. High email open rates and click-through rates

Understanding what users need and their preferences is the first step to effective segmentation.

With the help of mass mailing services, such as [**Altcraft Platform**](https://altcraft.com/en), you can create detailed contact segments based on specific data and launch personalized email campaigns. As a result, email open rates, click-through rates, conversion rates, and email ROI will quickly and significantly increase.

<Img
img="/uploads/audience_segmentation_in_altcraft_c4253ae960.png"
alt="Audience segmentation in Altcraft"
src="Example of audience segmentation in Altcraft Platform"
/>

### 4. Increased customer loyalty

Retaining existing customers is cheaper than acquiring new ones. By understanding what each segment expects, you can send them [**personalized messages**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) with relevant content. This builds their trust and turns them into loyal customers. Through segmentation, maximum customer retention is achieved, and relationships with them are improved.

## 4 customer segmentation model

So, you're ready to start segmentation. But where to begin? The approach depends on the industry, goals, and customer journey.

### 1. Sociodemographic segmentation

The demographic segmentation model is one of the most popular among marketers. Therefore, it is among the first stages of customer segmentation strategy in any company. Such division groups people based on specific demographic characteristics:
- age
- gender
- education
- occupation
- income
- marital status

<Img
img="/uploads/demographic_segmentation_63e2f3d3e3.png"
alt="Demographic segmentation"
/>

Demographic segmentation is highly effective for brands with a broad audience across various sectors, from e-commerce to media and fitness applications.

Let's consider a successful example from the Adidas Training app, where gender was taken as a segmentation criterion. After the user specifies their gender in the settings, the brand recommends an enhanced version of the service. To attract attention, female athletes are showcased during workouts to make the offer more relevant to the specific group, resulting in higher engagement.

<Img
img="/uploads/gender_segmentation_within_adidas_training_app_e29c081b9d.png"
alt="Example of gender segmentation within Adidas Training app"
/>

For instance, suppose you need to promote a B2B application and its new feature. Then, you need to understand what a user from another company represents and tailor messages to their professional inquiries.

### 2. Segmentation by geolocation

Geolocation segmentation is considered one of the fundamental elements of content personalization, as it divides customers based on their location: country, city. This is ideal when your business operates globally or in two or more regions.

If users' geolocation is not automatically determined through the website or application, use the city or country that the person specified during registration, and based on this geodata, send individualized offers. Additionally, such information can be obtained through email surveys and quizzes on social networks.

Knowing where customers are located allows for tailored interactions and better service. How to do this? Everything comes into play: local slang, local news, and respect for local traditions.

Such messages demonstrate that you have thought out the marketing campaign and have special conditions specifically for a particular location. Also, segmentation by location allows for sending relevant emails or SMS messages taking into account customers' time zones. This makes it easier to attract them to offline stores, if available.

<Img
img="/uploads/audience_segmentation_by_geolocation_in_altcraft_f64504f76b.png"
alt="Audience segmentation by geolocation in Altcraft"
src="Example of audience segmentation by geolocation in Altcraft Platform"
/>

### 3. Behavioral segmentation

Demographic and geolocation information are good starting points for customer segmentation, but in most cases, understanding people's behavior – their interactions with your company – proves key to capturing users' attention. This can include browsing or purchase history on the website or engagement with email newsletters.

<Img
img="/uploads/behavioral_segmentation_ef1560974e.png"
alt="Behavioral segmentation"
/>

For example, different marketing strategies are needed for [**loyalty program**](https://altcraft.com/blog/loyalty-programs-with-examples) participants and those who have interacted with multiple posts on social media. Behavioral segmentation enables the development of methods to attract each customer, re-engage former buyers, or engage those who have not yet made a purchase.

Through behavioral segmentation, the customer team identifies common issues and expands the knowledge base. For example, discovering a pattern among visitors who left the website because the ordering process was too complex. You can address many issues through a detailed database or by streamlining the ordering process.

### 4. RFM analysis


RFM segmentation (Recency, Frequency, Monetary) is a model for dividing the audience into groups based on three criteria: the recency of activity, the frequency of interaction, and the monetary value. This model is popular because it uses concise and objective data. Additionally, the information obtained from RFM analytics is easier to interpret. Such indicators of customer behavior are directly related to their value and engagement.

<Img
img="/uploads/rfm_metrics_explanation_67fe90a92e.png"
alt="RFM metrics explanation"
/>

[**RFM analysis**](https://altcraft.com/blog/rfm-analysis-what-it-is-and-how-to-manage-it) addresses key questions: who among the customers is likely to churn soon, and who will make a repeat purchase. For example, customers who have recently interacted with the company are more open to communication and promotions. People who frequently return to the brand are more engaged, making them loyal. And the customer's monetary value indicator helps the company identify specific segments: customers who make large purchases compared to those who spend little. Thus, by considering customer behavior, you will provide them with relevant content and increase responsiveness to your offers.

## How to personalize content to reach customers

Regardless of how you segment your audience, you also need to understand how to personalize content for them and adhere to established rules.

### 1. Base decisions on data obtained directly from the user

Everyone talks about user privacy online. In the future, without cookie files, companies will have to rely entirely on the data voluntarily provided by the users themselves. These data can be collected in different ways: through forms on the website or in the application, [**various surveys**](https://altcraft.com/blog/what-is-survey-creation-services), and polls. You can also simplify the collection of feedback on the product or service from customers who have used it.

Send users personalized content based on the data that the user wants you to know about them. This way, you will not mislead customers with knowledge of information they did not provide to you.

You should determine which segment is more important in terms of potential profit. Create a loyalty program for exclusive discounts only for those who reach a certain purchase threshold. This does not mean that you should neglect customers who make few purchases. Send them personalized product recommendations, special rewards. Or reduce costs for the segment by making customer service entirely automated.

### 2. Develop the onboarding process

Just as in life, in marketing, you can only make a first impression once. Therefore, it is important to attract users' attention and make an impact from the first minute of interaction. Ask for feedback or participate in a survey to gather valuable information about preferences and expectations. [**Customize the onboarding process**](https://altcraft.com/glossary/why-do-you-need-onboarding) according to the needs through customer path personalization.

Streaming services, such as Netflix, start the onboarding process immediately after a person registers on the platform. Customers indicate three favorite series so that the service can provide personalized recommendations for further viewing.

If you want even more personalized onboarding, add personalized video to the welcome email. It's not as difficult as it seems, as you can use the same script and make some changes based on the preferences and demographic data provided by the user during registration. But for small businesses, this is not an ideal option due to limited time frames and funding.

### 3. Develop personalized blog content

What is the main goal of creating a carefully crafted blog? To answer the audience's key questions. There is a lot of blog content on search engines, so you need to personalize your posts to truly address individual customer problems.

When you customize personalized article recommendations, you show readers the importance of addressing their pressing issues. As a result, the chances increase that visitors will start trusting the blog and returning for valuable content, and website traffic will grow.

Personalize the material according to specific segmentation criteria: demographic or reading history of the blog. For example, if a beauty brand wants to attract male customers, specific posts can be recommended: guides on grooming procedures for men, compilations of products to achieve specific skincare goals.

<Img
img="/uploads/personalized_block_in_help_center_on_altcraft_54b5ae073d.png"
alt="Personalized block in help center on Altcraft website"
src="Personalized block in help center on Altcraft website"
/>

### 4. Embed dynamic content into emails and SMS

Dynamic content blocks are parts of emails or messages that adapt to the recipient's data. Using dynamic content saves marketers time in creating personalized email campaigns for each segment. This way, you create one email template, add dynamic content, and customize it for each segment. As a result, recipients feel that the brand is closer to them and cares about solving their personal problems.

<Img
img="/uploads/personalized_message_template_html_57eea547e3.png"
alt="Personalized message template HTML"
/>
<Img
img="/uploads/personalized_template_01589c5e23.png"
alt="Personalized message template preview"
/>

When you personalize your recipients' experience through [**automation**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development), you free up time for your team to focus on more important tasks. Use dynamic visual elements to tailor emails to segments from different parts of the world. Another powerful way to use dynamic content is to replicate the sales funnel stage's [**CTA**](https://altcraft.com/blog/what-is-cta) in the email for the segment currently at that stage.

<Img
img="/uploads/email_personalization_0986e99463.png"
alt="Email personalization"
/>

Exactly the same way, you can use dynamic content in push notifications and messages within [**mobile applications**](https://altcraft.com/blog/mobile-app-as-a-marketing-channel).

### 5. Track and analyze your action

All experienced marketers will tell you that there's no point in segmenting your audience and setting up campaigns if you're not evaluating the performance of your personalized communications. Otherwise, it's difficult to determine if your efforts are yielding the desired results. Track the performance of your personalized content—this way, you'll be able to make decisions on how to optimize the customer experience based on objective data.

There are several key performance indicators you should be monitoring: customer engagement and churn rate, conversion rates, and others. Determine which ones significantly impact your business goals and which ones do not.

Make sure to review your analytics regularly because customer needs change, and your business and [**customer base**](https://altcraft.com/glossary/everything-about-the-customer-database) expand. This way, you'll stay informed about where to direct your optimization efforts.

## Conclusion

Customer segmentation and content personalization are two reliable allies for businesses when it comes to creating and tailoring the customer journey. By selecting the most suitable segmentation model, you get closer to finely tuning marketing interactions with customers

By grouping users based on various criteria, you provide them with the personalized experience they expect. As a result, subscribers will respond to your campaigns and may return for new purchases.

Primary source: [**Only Influencers**](https://onlyinfluencers.com/email-marketing-blog-posts/best-practice-email-strategy/entry/how-to-build-a-customer-journey-map-if-customer-needs-are-not-identified)

Customer segmentation and content personalization serve as valuable assets for businesses in crafting and customizing the customer journey. 

medium_customer-segmentation-models.png

small_customer-segmentation-models.png

thumbnail_customer-segmentation-models.png

customer-segmentation-models.png

About the most effective methods of customer segmentation, how to use them to personalize customer communications and increase their engagement.

4 Customer Segmentation Strategies for Tailoring Content

4 Сustomer Segmentation Models for Content Personalization in 2024

<Img
img="/uploads/hyperpersonalization_cc1f678418.png"
alt="Hyperpersonalization, Definition & Marketing Implementation"
/>

[**According to Forbes**](https://www.forbes.com/sites/kellyphillipserb/2024/01/02/why-tiktok-advice-to-report-your-ex-to-the-irs-doesnt-always-add-up/?sh=28ce103a49bb), 62% of customers expect brands to personalize their experiences, and loyalty decreases if those expectations aren't met. Moreover, customer demands are growing, with users seeking to feel valued and receive individualized offers. Therefore, hyperpersonalization has emerged as a key direction in marketing strategies, expected to persist for years to come.

Artificial intelligence, combined with data, can identify solutions that meet customer needs. This approach enhances loyalty, boosts business revenue, and keeps the brand competitive in a rapidly changing environment.

We'll delve further into what hyperpersonalization is, how it works, the benefits it brings, and the challenges it faces.

## What is hyperpersonalization

Hyperpersonalization is the marketing process of creating content, product offers, and services based on customer requests, identified by artificial intelligence in real-time mode using data.

With this approach, the company's marketing strategy undergoes a transformation, becoming almost personal and giving customers the feeling of being individually attended to, even though personalization is an automated process. Hyperpersonalization relies on AI and machine learning, with data collected from various sources such as CRM systems, websites, and applications. To ensure quick and efficient operation, information is integrated into a CDP platform. [**Altcraft Platform**](https://altcraft.com/en) consolidates customer data to facilitate and expedite personalization. Email, push notifications, SMS, and messenger broadcasts are sent directly from the service.

## How hyperpersonalization is used in marketing

**Advertising.** With hyperpersonalization, advertisements are precisely tailored to the customer's preferences. Users see [**ad offers**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it) and creatives that capture their attention. Marketing campaigns also include information about the user's behavior on the company's website: views, saved items, and more.

**Recommendations.** Algorithms analyze customer data and suggest products or content that they will likely enjoy. This method is used in online streaming services.

**Real-time notifications.** After making a purchase, customers receive messages with personalized offers and discounts based on their previous actions. Notifications from loyalty programs are also sent.

[**Chatbots.**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses) Through AI analysis of user behavior and their previous interactions with the brand, chatbots provide accurate responses and promptly address customer issues.

## Examples of hyperpersonalization

Netflix was one of the first to implement hyperpersonalization. Movie and series recommendations are generated after processing large amounts of customer data using artificial intelligence algorithms. This content is not just a selection of similar plotlines and genres but rather tailored to the individual's values and mindset.

<Img
img="/uploads/example_of_hyperpersonalization_netflix_768eed87ea.png"
alt="Example of hyperpersonalization from Netflix"
/>

Another example of hyperpersonalization is the unique homepage for each user on Amazon. The accuracy of product recommendations is very high because it takes into account not only past purchases but also the customer's actions and preferences.

<Img
img="/uploads/hyperpersonalizat_on_from_amazon_fda4d1d666.png"
alt="Hyperpersonalization from Amazon, example"
/>

Reebok utilizes hyperpersonalization even for non-registered users. Algorithms track all user actions on the website. With permission to send messages, an individual product list is generated, which is more likely to appeal to the customer.

<Img
img="/uploads/hyperpersonalizat_on_from_reebok_c78710ce00.png"
alt="Example of hyperpersonalization from Reebok"
/>

## Difference between personalization vs. hyperpersonalization

**Hyperpersonalization in marketing** is a new level of [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) where the principle remains the same, but the tools change. It involves a deeper understanding of the customer. 

Personalization operates based on accumulated data from past customer purchases. It also takes into account the experiences of individuals with similar characteristics and preferences. For example, online stores often display product recommendations like "people also bought" when selecting an item. A common personalization tactic is addressing customers by name in email campaigns.

Hyperpersonalization, on the other hand, involves a detailed and thorough analysis of customer actions and preferences. It goes beyond just previous purchases to consider specific product characteristics such as color, style, and shape. Recommendations are tailored accordingly. Hyperpersonalization doesn't rely solely on generalized data from similar profiles; instead, marketing communications with the customer are built on individual traits.

For instance, a fitness app won't just offer workout programs based on a user's weight and height but will also gather information from fitness trackers about activity levels. It may also consider body constitution, injuries, and past sports experience.

## Elements of hyperpersonalization

To make hyperpersonalization work, you need:

- **Data** — information about orders, user activity on online sources, personal details to create an individual customer journey. 

- **Data storage platform** to create comprehensive profiles for each customer and not lose important details. With Altcraft Platform, your database includes personal, demographic, and behavioral information. It takes into account all loyalty programs in which the customer participates, as well as their connections with other users. 

- **AI tools** — Hyperpersonalization is not possible manually due to the large volumes of information. AI and machine learning analyze the customer's journey, anticipate their needs, and predict behavior. 

- **Content** tailored individually to identified customer needs and their readiness to make a purchase. 

- **Communication tools** to maintain [**omnichannel**](https://altcraft.com/glossary/omnichannel-its-benefits-for-businesses-and-implementation) presence and deliver information to the customer at the right time. It's important that these are well-thought-out systems that optimize content for different devices. In Altcraft Platform, mailings are done in a single-window mode, taking into account all customer data.

<Img
img="/uploads/elements_of_hyperpersonalization_7b3caf9c74.png"
alt="Elements of hyperpersonalization"
/>

## Advantages of hyperpersonalization

- **Acceleration of the customer journey.** Hyperpersonalization eliminates unnecessary searches for the desired product, and precise offers guide the customer through [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel). 

- **Increase in loyalty.** Highly accurate personalization builds greater trust in the brand. Customers understand that they are valued and their needs are considered, leading to increased loyalty towards the company. 

- **Enhancement of engagement.** Content and email campaigns are tailored to the user's interests, motivating them to interact more actively with the brand. 

- **Improvement of market position.** Hyperpersonalization enhances a brand's competitiveness through high-level service. Additionally, the company becomes more technologically advanced, strengthening its position in the market. 

- **Attraction of new audiences.** A personalized approach is always a pleasant bonus for customers who expect high-quality service. If a brand utilizes hyperpersonalization, it becomes another marketing advantage. 

- **Revenue growth.** All the points described above directly or indirectly impact sales. With the right and personalized offers, customers make purchases faster and return for more, as the brand knows exactly what they want. This leads to the formation of stable relationships with customers, which generate revenue for the company. 

- **Simplification of marketing work.** A hyperpersonalized approach is only possible with the use of IT technologies, which take on routine and time-consuming tasks, as well as eliminate human errors. This leaves marketers with more time for creative tasks and strategies.

## Problems of hyperpersonalization

Although hyperpersonalization may seem like a "magic pill," this approach has its drawbacks.

**Cost and time investment.** Implementing tools for hyperpersonalization can be expensive, but it pays off in the long run. Additionally, time needs to be spent gathering customer data, changing processes, and training employees to work differently.

**Uncertainty about where to apply hyperpersonalization.** Brands may act differently in this regard. Some use anonymous data (e.g., from the website) to make offers to users even before they log in. Or they start working with the customer once they have provided their data.

In the first case, individuals may be startled by personalized messages because they feel they are being monitored. Such anticipation is not always perceived positively.

In the second case, the brand needs to wait until the customer logs in. Before this moment, hyperpersonalization simply cannot be achieved. It is also important to ensure the security of user data, which is only possible with reliable IT solutions.

## Summary

Hyperpersonalization is an approach in marketing where individual offers and content are tailored to the customer's interests through artificial intelligence and processing of large amounts of data. Unlike regular personalization, this process differs in the depth of analysis of customer needs: it takes into account not only previous choices but also values and preferences.

To implement a hyperpersonalized approach, large volumes of data, special software, content, and communication tools are required. Then the company will increase loyalty, engagement, strengthen its position in the competitive market, and also generate more revenue because sales will increase. Despite all the advantages, it is important to consider the specifics of hyperpersonalization: the high cost of implementation, responsibility for data storage, time spent on working with information and restructuring processes, as well as the absence of a single correct solution for when to start personalization.

Hyperpersonalization tailors offers and content to individual customer interests using AI and extensive data analysis, considering values and preferences.

medium_hyperpersonalization.png

small_hyperpersonalization.png

thumbnail_hyperpersonalization.png

hyperpersonalization.png

About what hyperpersonalization is and how it works, what benefits it brings and what problems it faces.

Hyperpersonalization, Definition & Marketing Implementation

Hyperpersonalization: What It Is and How It's Used in Marketing

<Img
img="/uploads/spam_filters_8b1bf8dcab.png"
alt="How to Avoid Spam Filters in Email Marketing"
/>

Marketers are constantly challenged with avoiding spam filters, dealing with words and phrases that trigger spam detection, and ensuring that emails land in recipients' inboxes rather than spam folders. While it can be a nerve-wracking and tiresome task, taking a step back can help determine the best course of action to ensure email campaigns don't end up in spam folders.

In this article, we'll explore where to start to ensure emails reach recipients. First, we'll define email spam, discuss tactics to avoid emails being marked as spam, identify words and phrases to avoid, and finally, examine how to test spam filters.

## What is spam and unwanted email

Spam, or unwanted email, refers to inappropriate and unsolicited emails that are sent en masse to a large number of random recipients. 

There's a distinction between spam emails and spam folders, which serve as repositories for anything deemed spam by email clients, internet service providers, and recipients themselves. Not everything in the spam folder is harmful; in fact, the majority of its contents are not. Therefore, it's important to adhere to proper behavior to prevent your emails from being marked as spam.

Malicious content is almost entirely blocked by internet service providers, which have significantly improved spam filters in recent years. This improvement is due to the introduction of anti-spam laws (GDPR, [**CAN-SPAM**](https://www.mailgun.com/resources/learn/glossary/can-spam/), [**CASL**](https://www.mailjet.com/blog/email-best-practices/flight-school-friday-casl-101/), and others) that protect recipient data.

Today, it's easier than ever for users [**to mark an email as spam**](https://altcraft.com/blog/how-to-send-millions-of-emails-and-avoid-spam-filters) thanks to increasingly sophisticated interfaces of email clients. With just one click, all future messages from a specific sender can be marked as unwanted, diverting them to the corresponding folder.

<Img
img="/uploads/unsubscribe_features_by_gmail_0ee59afebe.jpg"
alt="Unsubscribe features by Gmail"
src="Gmail's features make it easy for people to unsubscribe from newsletters they don't want to receive"
/>

## Definitions of email delivery related terms

In the [**Email Delivery Status Report for 2023**](https://www.mailgun.com/resources/research/state-of-deliverability-2023/?utm_source=Marketing&utm_medium=Landing+Page&utm_content=State+of+Deliverability+Report+2023&utm_campaign=Q3_2023_State_of_Deliverability_Report), 36.2% of respondents stated that improving email delivery was their main goal. *The reason is that there is no point in spending time creating great content if it will never be read.*

<Img
img="/uploads/prioritization_and_deliverability_eaf73f8bfc.png"
alt="The relationship between prioritization and deliverability of emails"
/>

But before delving into ways to improve delivery, it's important to start with some key terms on this topic.

### What is a spam filter

When an email passes through a server, it undergoes multiple checks. Internet service providers (such as Gmail, Yahoo) have implemented filters to ensure that spam and malicious email do not reach recipients' inboxes.

It's important to remember that deliverability and delivery are different things. Both terms sound very similar, but they should not be confused.

[**Deliverability**](https://altcraft.com/blog/nine-rules-for-successful-email-deliverability) refers to the set of methods, rules, and recommendations available to the sender to ensure that their emails are most likely to land in recipients' inboxes rather than in spam folders.

### What is a spam trap

A spam trap is an email address that is not used for communication and should never receive emails. If email campaigns are sent to this address, they are automatically flagged as spam, significantly lowering the sender's reputation with internet service providers.

### What is a soft bounce

A soft bounce occurs when an email is returned to the sender due to temporary delivery issues: if the recipient's mailbox is full, the server is unavailable, or the message is too large.

### What is a hard bounce?

A hard bounce occurs when an email is returned to the sender because it cannot be delivered under any circumstances: the address is entered incorrectly or is fake because the subscriber was interested in receiving a bonus upon registration, not a newsletter.

Therefore, it is always useful to set up double opt-in - double subscription confirmation.

### What is a hard bounce

A hard bounce occurs when an email is returned to the sender because it cannot be delivered under any circumstances: the address is entered incorrectly or is fake because the subscriber was interested in receiving a bonus upon registration, not a newsletter.

Therefore, it is always useful to set up [**double opt-in**](https://altcraft.com/blog/what-is-double-opt-in) — double subscription confirmation.

## How to deliver email to the inbox, not the spam folder

### How to prevent email from going to the spam folder

You can create the most magnificent marketing email campaign in the world, but if it doesn't land in the inbox, no one will read it. All efforts will be in vain.

But there are several excellent pieces of advice to follow to improve sender reputation and deliverability.

### Sender address

- Avoid using free email addresses based on web services (e.g., Gmail) for sender addresses. 

- Use your own email address with a domain associated with your website. Then you can set up DKIM and SPF, allowing recipient servers to authenticate the mail. 

- Make sure your website is active and functional. Sending emails from an address associated with an inactive or empty website will raise suspicion among internet providers.

### Contact lists

- Do not buy or copy contact lists from third parties. Such lists often contain many spam traps and low-quality email contacts, which violates sending policies. 

- Create quality contact lists by collecting email addresses through subscription confirmation on your website. Double opt-in is recommended to confirm the subscription, preventing mistyped or fake email addresses. This also confirms that the user agrees to receive your emails. 

- Regularly update and clean your contact lists. Monitor data and remove old addresses that do not interact with emails or are blocked. Focus on people interested in your mailings.

### Content of the email

- Do not WRITE ALL WORDS IN CAPS [**in the subject line**](https://altcraft.com/blog/how-to-write-email-subject-lines) or in the body of the email. 

- Do not use spam words: "Free," "Sale," "Money," "Hot offer," etc. 

- The subject line should be 35-50 characters. The longer it is, the more likely it is to be marked as spam. 

- Send content that subscribers have signed up for and are expecting. If you send inappropriate content, subscribers will mark you as a spammer. The more people open your emails, the better your reputation. 

- Send emails regularly.

## Tips on how to send mass emails and avoid spam

[**Mass emails**](https://altcraft.com/blog/mass-mailing) in the inbox, unfortunately, often annoy, especially if you do not monitor your lists, campaigns, and sending process.

Our current tips will help you ensure the delivery of your emails.

### Monitor your contact list

When it comes to email campaigns, we start with the contact list.

The first thing to look at when experiencing delivery issues is the email address lists. Then you need to determine:

1. The origin of the contacts. 

2. Whether they interact with the content, and if so, how. 

3. How often do you clean up your contact list.

Under no circumstances should you buy contact lists or download them from the internet. This will not only reduce the deliverability of your emails. In a world where people are increasingly concerned about data privacy and where legislation is becoming stricter, the best practice remains natural list building of email addresses.

Next, pay attention to how users interact with the content. What are the open rates, bounce rates, and blocks? If you don't monitor this, the numbers can steadily increase, and as a result, deliverability will decrease.

Although users who don't want to receive emails usually unsubscribe, they may also ignore emails or mark them as spam. Email providers (such as Gmail or Outlook) will also start filtering your emails and sending them to spam on behalf of their users. As a result, the responsibility lies with you: you need to clean email lists and maintain growth in open rates and deliverability.

*Remember: brands that maintain list cleanliness see an increase not only in open rates but also in the overall number of email openings due to higher-quality deliverability.*

### Use email authentication with SPF, DKIM, and DMARC

Trust and permission play a key role in a successful email marketing strategy, making this channel one of the most powerful in sales.

To avoid ending up in spam, you need to assure email providers like Gmail, Yahoo, or Outlook that you are indeed you.

You don't need to fake an ID for this. It's a bit more complicated.

Here are a few points to consider to earn trust for your email, prove your identity, and pass spam filters:

- SPF (Sender Policy Framework) is an email validation protocol designed to detect and block forged email senders. It has a mechanism that allows receiving mail exchangers to verify that incoming mail from a domain actually originates from the IP address authorized by the administrators of that domain. 

- DKIM (DomainKeys Identified Mail) is an email authentication method designed to detect forged emails. It is a way to sign and verify email messages at the MTA level using public and private keys. Public keys are published in DNS TXT records. DKIM authenticates the source and its content. 

- DMARC (Domain-Based Message Authentication Reporting and Conformance) is an email validation system that detects and prevents email spoofing. It tackles phenomena such as phishing, spoofed sender spam, where emails appear to come from a legitimate organization at first glance.

## How spam words trigger spam filters

Over the past few years, internet providers have become more resourceful and have moved away from traditional spam triggers.

Now they learn from our interaction process with messages in our inbox. From this information, they determine whether to send an email to spam or deliver it to the inbox.

And knowing this, how do you decide what to write in the email subject line and what not to write in it?

Words can confuse users, leading to more spam complaints than usual. And such complaints, along with low recipient engagement with the email, negatively impact the sender's reputation and, ultimately, affect the deliverability of future mailings.

<Img
img="/uploads/spam_complaints_b8d7397563.png"
alt="Spam complaints within a campaign"
/>

How many times have you seen the word "Free" in an email subject line? And how many of them actually had free offers? Most likely, very few. And that explains why, when you see "Free" in your inbox, you just roll your eyes ironically in response to an attempt to entice you to open a deceptive email.

If people still open the email and see that there is nothing free there, senders receive a high frequency of complaints: sending emails to spam or unsubscribes, which will affect the sender's reputation.

Below are some common terms on the subject of spam, so you don't use trigger words and aren't mistaken for spammers or, worse, phishers.

### Money transfer

"Money transfer" are favorite words of phishers. If you see this in the subject line, you are likely being lured to open the email. Make sure the sender's address is correct, then there's a chance the email is genuine. The address billing@ex-ample.com and the address billing@example.com are different email addresses. Scammers try to take advantage of our carelessness.

### PayPal, Visa/MasterCard, or the name of any other bank

This is another case where a good name can be used for phishing.

Scammers often try to impersonate financial institutions and send emails with similar corporate colors and style. But the links lead to mirror sites that resemble the real company websites.

Consumers should check the sender's address and domain name. And marketers should use DKIM, SPF, and other authentication tools to prevent fake emails from harming the company's reputation.

### Lottery, gift, prize

These are always seen in the spam folder. Hundreds of thousands of emails are sent to people with subject lines claiming they have just won a big prize or that they have been selected for a lottery they never entered. You have to be very naive to believe this, but scammers still send them out by the millions because it's quick and easy.

### Urgent, please help

For many years, variations of the "damsel in distress" scheme have appeared, where phishers pretend to be wealthy individuals from a distant country who, being pursued by criminals, are forced to flee to a safe place.

For some reason, they choose you as the sole caretaker of all their money and promise a large reward for helping them open an account at a specific bank so they can transfer their funds. Such spammers have become the subject of many jokes, so avoid using similar words to avoid being among them.

###Casino, free spins, deposit bonus

Spammers associated with gambling often send campaigns promising high earnings, free entry, or doubling deposits. If the links do not lead to a well-known site, such emails are likely to end up in the spam folder.

Source: [**Mailjet**](https://www.mailjet.com/blog/deliverability/avoid-email-spam-filters/#subchapter-14)

Marketers face the ongoing challenge of avoiding spam filters and ensuring emails land in recipients' inboxes, not spam folders.

medium_spam-filters.png

small_spam-filters.png

thumbnail_spam-filters.png

spam-filters.png

About what email spam is, what tactics can be used to prevent emails from getting into spam.

Spam Filters: How to Avoid Them in Email Marketing

How to Avoid Spam Filters in Email Marketing

<Img
img="/uploads/developing_a_customer_journey_map_b8fe85c84e.png"
alt="Developing a Customer Journey Map with Unspecified Needs"
/>

Marketers create customer journey maps (CJMs) to understand how consumers behave from the moment they first realize the need for a product to the point of purchase. But what if the product can solve problems that potential customers haven't even thought about yet?

## Why customer needs are essential for creating a CJM

Chances are, everyone has encountered a situation where a company offered exactly what they were thinking: "This is just what I need!" even if they didn't realize it before. Those distant from marketing may dismiss it as mere coincidence. Experienced marketers, however, recognize it as a powerful [**sales funnel**](https://altcraft.com/glossary/sales-funnel-what-it-is-its-types): identifying customer pain points at the right time and place based on their goals, motivations, emotions, and past experiences.

A customer journey map (CJM) helps marketers identify the problems customers face and develop corresponding offers and solutions.

Here's an example of a CJM for a fitness club client without an explicit need at the beginning of the customer journey:

<Img
img="/uploads/example_of_a_cjm_e0716dc898.png"
alt="Example of a CJM for a fitness club client"
/>

The most important thing here is for the customer journey map to always remain customer-centric. It's necessary to gather essential data about customers to understand their needs, preferences, disappointments, and reasons for problems.

To ensure that you truly need all the information you receive, pay attention to how you formulate questions. For example, if you provide email marketing services, you can ask questions like:

- "How did you realize you needed email campaigns?" 

- "What goals did you want to achieve with them?" 

- "Were you able to achieve these goals?" 

- "What difficulties hindered you in solving the problems?"

## What to do if customer needs are undefined

If you're unsure about what customers want, analyze other data and focus on overcoming small challenges they may potentially encounter on the path to purchase and, consequently, on the path to becoming loyal brand customers.

Let's consider which parts of the CJM need special attention when working with such customers and how to organize this process.

### Creating customer personas

A customer persona is how you envision the ideal customer: their characteristics, preferences, and so on. The number of such personas depends on the brand's specifics. To understand who your ideal buyer is, use qualitative and quantitative research, surveys, and other audience analysis methods.

Start by dividing your audience into [**primary segments**](https://altcraft.com/blog/how-and-why-to-segment-target-audience) and formulate hypotheses about the characteristic features of your customers. Then, confirm these hypotheses by thoroughly surveying representatives of various segments. This way, you'll have up-to-date information about customers' goals and motivations, understanding what your customers think and feel at each stage of the journey.

Save this information in the customer persona profile and attach a photo (you can generate them based on typical customer characteristics using artificial intelligence). It's best if you create separate customer journey maps for each persona.

For example, it might look like this:

<Img
img="/uploads/example_of_customer_profile_e5c18fbc4b.png"
alt="Example of customer persona profile"
/>

This approach requires a lot of effort, but it will be much more effective than just creating customer journey maps based on your assumptions.

## Describe communication channels

When you know who your customers are, you can easily select the appropriate communication channels to start sending them information about products or services right from the start through the right channel. For example, Generation Z representatives respond better to product promotion on social media and listen to the opinions of bloggers and celebrities they follow. Conversely, older generations gather information about products and services from all over the internet: they watch reviews, read [**customer feedback**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales), etc.
Once you've chosen the primary communication channels, consider how you'll convey information to the user: through videos, email newsletters, contextual marketing, blog articles, and more.

Here's an example of communication channels for CJM:

<Img
img="/uploads/examples_of_communication_channels_83eefcf79d.png"
alt="CJM: examples of communication channels"
/>

### Describe the stages of the customer journey

The number of stages may vary, but typically six steps are identified in the customer journey towards becoming a brand advocate:

1. Need;
2. Interest;
3. Research;
4. First purchase;
5. Loyal customer;
6. Brand advocate.

Record the goals and expectations of customers at each stage of the journey - this will help address minor challenges at any of the steps.

For example, here are the goals and expectations of a fitness club's customers at different stages of the customer journey:

<Img
img="/uploads/examples_of_goals_0622aa8d56.png"
alt="Examples of goals at CJM stages"
/>

### Identify barriers along the customer journey and find ways to overcome them

Barriers hinder people from making a purchase: high prices, poor customer service, negative reviews, etc. These difficulties may not always be obvious: for example, inconvenient parking or an unpleasant customer service representative. Such details are often extremely difficult to predict, so it's important to learn about them directly from your actual customers.

For each stage of the journey, find several ways for customers to overcome obstacles and become loyal patrons.

In the example below are potential barriers along the fitness club's customer journey:

<Img
img="/uploads/barriers_71489b5bb4.png"
alt="Barriers within a customer journey map: examples"
/>

### Create marketing driving forces

Driving forces help people move to the next stage of the customer journey map: discounts, customer reviews, bonuses, and so on. They can vary depending on the customers' goals at each stage: for example, if someone wants to save money, the main driving force will be cost. And if someone wants to join a community, then exclusive club events for members will work in the right direction. To understand what's important to customers, send email surveys, SMS, [**push notifications**](https://altcraft.com/blog/mobile-marketing-101-push-notifications), use social media, and other tools to gather customer feedback.

Here are possible driving forces for a fitness club customer:

<Img
img="/uploads/driving_forces_within_a_cjm_3d50d5e88b.png"
alt="Marketing driving forces within a CJM"
/>

## Conclusion

If a potential customer hasn't yet realized whether they need the product, start creating a customer journey map by identifying the customer persona.

Analyze your audience, determine who your customers are, and which communication channels are best to use to attract them. Use these channels to send information that will help future customers solve their problems.

For each stage of the customer journey map, think about:

- the obstacles customers may encounter; 

- ways to overcome these problems; 

- possible driving forces that will move customers to the next level of the customer journey map.

When all communication components with potential customers are added to the map, you'll see the weak points in the customer's journey. CJM will show you what you're doing right and what can be improved to help customers realize their needs, make informed decisions, and take action.

Source: [**Only Influencers**](https://onlyinfluencers.com/email-marketing-blog-posts/best-practice-email-strategy/entry/how-to-build-a-customer-journey-map-if-customer-needs-are-not-identified)

Create a customer journey map to guide uncertain customers, addressing obstacles and employing driving forces to advance them through each stage.

medium_developing-a-customer-journey-map.png

small_developing-a-customer-journey-map.png

thumbnail_developing-a-customer-journey-map.png

developing-a-customer-journey-map.png

In this article we will talk about the customer journey map and how to build it if the needs are unknown.

CJM with Undefined Needs: How to Build It & Examples

Developing a Customer Journey Map with Unspecified Needs

<Img
img="/uploads/altcraft_platform_updates_d352e54754.png"
alt="Altcraft Platform Updates"
/>

The Altcraft team keeps enhancing and refining the platform. This time, we'll delve into the new scenario editor, resource unsubscribe settings, bulk operations, and the latest improvements to split testing.

## New Scenario Editor

Scenarios serve as programs to automate marketing processes. The platform now features an enhanced editor specifically designed for working with scenarios. While the underlying logic remains unchanged, the process of creating scenarios has become significantly more user-friendly.

In terms of the scenario elements, they remain the same but are now neatly organized into four categories. You can find the section with elements in the upper-left corner of the panel.

<Gallery>
<GalleryItem
original="/uploads/scenario_editor_then_e752f84f52.png"
thumbnail="/uploads/scenario_editor_then_e752f84f52.png"
description="Scenario Editor on Altcraft Platform — then and now"
/>
<GalleryItem
original="/uploads/scenario_editor_now_8dec8ed5b1.png"
thumbnail="/uploads/scenario_editor_now_8dec8ed5b1.png"
description="Scenario Editor on Altcraft Platform — then and now"
/>
</Gallery>

In the updated editor, you can effortlessly move elements and create connections. The toolset, featuring "Apply Alignment" and "Fit View," aligns the scenario’s elements and makes sure the elements fit within the visible area of the workspace. 

<Gallery>
<GalleryItem
original="/uploads/applying_alignment_4513d0e1ad.png"
thumbnail="/uploads/applying_alignment_4513d0e1ad.png"
description="Applying Alignment"
/>
<GalleryItem
original="/uploads/alignment_2f51c72846.png"
thumbnail="/uploads/alignment_2f51c72846.png"
description="Applying Alignment"
/>
</Gallery>

The interfaces for elements such as Update Profile, API Call, JSON Filter, Import to Database, and Distribution Node have been enhanced.

Moreover, in the editor, you can now check which profiles are currently in the element and remove them from the scenario. This can be effortlessly accomplished in the real-time statistics mode, where numbers above the elements indicate the current profile count in each element.

<Img
img="/uploads/real_time_statistics_11ac64dfb0.png"
alt="Real Time Statistics in Altcraft Platform"
/>

## New Resource Unsubscribe Settings

A resource is a tool for organizing customer subscriptions to content through specific communication channels. To unsubscribe, users can click on the provided unsubscribe link. Now, the unsubscribe settings can be changed directly within the resource itself.

<Img
img="/uploads/resource_unsubscribe_settings_2c19590ab6.png"
alt="New Resource Unsubscribe Settings"
/>

**Instant unsubscribe without confirmation** is the default setting. In this scenario, when a user clicks on the unsubscribe link, they are taken to either the system or custom unsubscribe page, and their status changes to "Unsubscribed" right away.

**Delayed unsubscribe** works by having users click on the unsubscribe link, leading them to a page where they can either confirm or cancel the unsubscribe. If no action is taken within the specified timer duration, their subscription status will automatically switch to "Unsubscribed."

Moreover, an additional unsubscribe setting has been introduced for the Email channel. If the [**unsubscribe doesn't happen through the link in the email**](https://altcraft.com/blog/how-to-win-back-email-subscribers) but through the email client's unsubscribe mechanism (via List-Unsubscribe), the recipient will be redirected to the specified URL automatically.

## The Bin and Bulk Operations

To enhance user convenience on the platform, bulk operations for objects are now available. For most objects, this includes assigning groups, tags, and moving them to the bin. Additionally, you can bulk activate and deactivate campaigns, [**forms**](https://altcraft.com/features/forms-and-surveys), pop-ups, scheduled imports, and integrations.

<Img
img="/uploads/the_bin_and_bulk_98397e65ed.jpg"
alt="The Bin and Bulk Operations"
src="Bulk Operations and the Bin on Altcraft Platform"
/>

Among other features, the platform now features the bin where deleted items are placed. You can either restore them or permanently delete them at any time by navigating to the relevant section.

## Updated Testing

A/B/n testing involves sending multiple message templates to a portion of the audience, comparing their effectiveness, and sending the winning template to the rest.

One method for determining the winning template is based on user choices. Previously, users had to open additional windows containing analytical reports to make decisions.

In the Altcraft Platform update, all crucial metrics for templates are now visible in the template winner selection window. This streamlines the process of choosing the most suitable template.

<Img
img="/uploads/updated_testing_01101319d5.png"
alt="Updated Testing"
src="Updated Testing on Altcraft Platform"
/>

## Conclusion

This was a brief overview of the new features of [**Altcraft Platform**](https://altcraft.com/en). We hope you are already benefiting from the enhanced features. Our team will continue working on improving the product to empower you in bringing your ideas to life.

Updates have appeared in the Altcraft Platform. In the article, we talk about the new scenario editor, settings for resource unsubscribing, bin and bulk operations, and more.

medium_altcraft-platform-updates.png

small_altcraft-platform-updates.png

thumbnail_altcraft-platform-updates.png

altcraft-platform-updates.png

New tools have been introduced in Altcraft Platform. In the article, we talk about the new scenario editor, bin and bulk operations and more.

Platform Updates: New Scenario Editor, Resource Unsubscribe Settings and Quick Template Selection

Altcraft Platform Updates: New Scenario Editor and Quick Template Selection

<Img
img="/uploads/survey_creation_services_1bf838da26.png"
alt="Survey & Form Creation Services: Which One to Choose"
/>

Business operates for customers, so it must listen to audience opinions about the product and company service. Online surveys are a way to gather feedback from users quickly, easily, and without taking much of their time.

Companies conduct customer surveys in various ways: through voting, comments, filling out questionnaires, via email marketing, or website forms. The method and platform depend on the goals and capabilities of the company.

To make an online survey useful and data easy to collect and classify, brands opt for specialized services. Online tools provide simple forms where the company's marketer enters necessary fields and questions.

In this article, we will talk about popular survey creation services, their features, advantages, and differences.

## Examples of Online Services for Form Creation and Surveys

### Google Forms

The most well-known and straightforward tool used as a survey service. The form includes options for multiple-choice answers, dropdown lists, or text input fields. The survey's appearance can be customized to fit corporate style, and data can be easily shared with colleagues.

Additionally, Google Forms offer statistical tools in the form of diagrams to monitor real-time results.

It also features response verification, such as email input and other parameters. Creating a survey takes just a few minutes, and the form link can be added to social media posts, emails, or websites.

<Img
img="/uploads/survey_in_google_forms_f6c3de605d.png"
alt="Creating a survey in Google Forms"
/>

### Yandex Forms

Yandex offers its own form constructor to create surveys for working with clients and employees. 

Yandex Forms is convenient for [**customer satisfaction surveys**](https://altcraft.com/blog/customer-satisfaction-survey-mistakes), collecting employee opinions, technical support inquiries, event registration, and managing personal tasks, easily shareable with colleagues.

The online survey adapts to your requirements, offering answer fields in test format (multiple options), open text input, rating scales, and more. Questions can be customized based on user actions. For instance, if someone indicates they have no children, subsequent questions about their ages are hidden. This demonstrates effective customer survey [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters), enhancing overall efficiency.

### Survio

An online survey service equipped for collecting feedback, customer satisfaction data, and other information for marketing and various purposes.

It positions itself as straightforward software. To create an online survey, simply choose from over a hundred templates and add the desired design. Multimedia files can be added, and customization for your brand is available. 

Survio offers 19 question types, providing diversity in your internet survey. Clients can respond using star ratings, numerical values, sliders with scales, and more.

<Gallery>
<GalleryItem
original="/uploads/survio_forms_eacb6cb68d.png"
thumbnail="/uploads/survio_forms_eacb6cb68d.png"
/>
<GalleryItem
original="/uploads/forms_by_survio_c79ee6f3a9.png"
thumbnail="/uploads/forms_by_survio_c79ee6f3a9.png"
/>
</Gallery>

All data is displayed in BI dashboards, tables, and graphs. Here, it is possible to segment responses based on relevant criteria.

### Web Ask

This tool is needed to create your own test with your own questions, conduct surveys, voting, quizzes, or receive feedback. Surveys can be created in five minutes from a ready-made template or developed with a custom design.

There are also ready-made forms, already customized for various business directions. For example, surveys among customers about taxi service, travel agencies, cafes, and more. The form is flexible and follows the logic of responses: unnecessary questions are removed, which means personalization is in effect. There is also insurance against forgetfulness: if a respondent forgets to complete the survey, the data will still be sent to the common database.

<Img
img="/uploads/webask_8ed6b1070e.png"
alt="Creating a survey in Web Ask"
/>

The service integrates with Google tools, messengers, CRM, and guarantees security. There are free and paid tariffs with different degrees of limitation on the number of surveys and other parameters.

### Testograf

Survey software with an intuitive interface and automatic result processing. Suitable for marketing and HR research within the company.

The service combines functionality for studying [**customer loyalty**](https://altcraft.com/blog/customer-loyalty), brand recognition, and also sends email and SMS distributions.

For surveys in Testograf timers, progress indicators, the ability to add hints, and other features are available. You can choose a form from ready-made templates or create one yourself. The service promises high stability and data protection for users.

### Typeform

The service supports themed survey templates in various areas: marketing, HR, product creation, customer satisfaction, product feedback, or creative endeavors.

Typeform offers a survey builder, quizzes, and even registration forms for [**lead generation**](https://altcraft.com/glossary/what-is-lead-generation). The service stands out with stylish template designs, offering over three thousand even in the free plan.

<Img
img="/uploads/survey_templates_within_typeform_81211b0c5a.png"
alt="Survey templates within Typeform"
/>

If you lack survey ideas, the service suggests leveraging artificial intelligence. A robot will offer solutions after analyzing your brand's website, which you can integrate into the registration form.

<Img
img="/uploads/ai_powered_survey_creation_b510f7dbb3.png"
alt="AI powered survey creation in Typeform"
/>

### Anketolog

This service offers 22 question variations and ready-made templates for creating surveys. While lacking diverse designs, it provides sufficient ready-to-use forms for exploring customer opinions on advertising effectiveness, banners, product consumption specifics, website design assessment, packaging, and more.

<Img
img="/uploads/anketolog_b675844d4f.png"
alt="Questionnaire template in Anketolog"
/>

Surveys operate through links or ready-made widgets and can be constructed online in the cloud or on your own server (in which case, a package purchase is required).

The platform's distinctive feature is its proprietary audience of respondents in Russia and the CIS, willing to participate in studies for a specific fee. This is suitable for companies lacking a sufficient sample size for their own surveys.

### Simpoll

A tool where standard customer survey forms are available, along with examples for creating bug trackers, interview registrations, and more. Research is customizable and can be flexibly configured to meet the company's needs.

Simpoll has a very simple interface for the builder, where restrictions (survey duration) are set immediately, a template or an option to create from scratch is chosen. Styles, colors, and other elements are configured in the forms.

The survey is embedded on the website or shared through a link via email, messengers, and other communication channels.

## Forms and surveys in Altcraft Platform

[**Altcraft Platform's forms**](https://altcraft.com/en/features/forms-and-surveys) offer a simple and flexible way to create surveys, questionnaires, and feedback forms. In the intuitive editor, you'll find various question formats tailored to your needs, including single or multiple-choice options, character limits for responses, and rating scales.

### Key advantages of using Altcraft Platform for survey creation:

- Mandatory fields for obtaining comprehensive customer information. 

- Customization of surveys, questionnaires, and forms to match your brand style. Background and text colors can be adjusted, and images and even YouTube videos can be added. 

- Smart logic that adds or removes relevant questions based on user responses. 

- Automatic import of responses into the database and the ability to export results to CSV or MS Excel. 

- Analytical tools for a visual assessment of data, including charts and line graphs.

### How to create a form or survey in Altcraft Platform

Navigate to the "Forms" section and click "Create" to access the page for entering survey or form parameters. Provide details such as title, description, duration, and post-submission message.

<Img
img="/uploads/general_settings_of_forms_in_altcraft_cf2b9843ea.png"
alt="General settings of forms in Altcraft Platform"
/>

In the "Constructor" tab, add field options for responses and questions, including single or multiple-choice, drop-down lists, text, file uploads, range indicators, and other types.

<Img
img="/uploads/constructor_of_forms_in_altcraft_platform_b91eea0239.png"
alt="Constructor of forms in Altcraft Platform"
/>

Proceed to the "Appearance" tab to customize the survey style. Adjust color, text size, and font for text and buttons.

<Img
img="/uploads/appearance_of_forms_in_altcraft_platform_bac7e311fc.png"
alt="Appearance of forms in Altcraft Platform"
/>

Configure post-submission actions, such as importing into the database or sending notifications to a specific email. The database is extended from surveys using email, Message ID, or additional fields. That is, the data will not be lost and will go to the right customer profile.

<Img
img="/uploads/profiles_import_via_forms_in_altcraft_05fc622fd4.png"
alt="Profiles import via forms in Altcraft Platforms"
/>

In the "Logic" tab, visually set the sequence of pages with questions and fields by dragging icons into the desired order. Set conditions for transitioning to the next question.

<Img
img="/uploads/setting_logic_of_forms_in_altcraft_0a04653121.png"
alt="Setting logic of forms in Altcraft Platform"
/>

Once the form is ready, activate it by clicking "Enable." Obtain the link and HTML code for sharing in the "Share" tab.

<Img
img="/uploads/share_tab_for_forms_in_altcraft_6e3579db3e.png"
alt="Share tab for forms in Altcraft Platform"
/>

View survey results in the "Insights" section or the "Collected Data" tab.

## Summary

Forms for conducting surveys are essential to simplify receiving feedback from customers, handling inquiries, and conducting research. Online services offer various options for collecting data through the creation of forms, including multiple-choice questions, rating scales, and free-text fields. Customization of surveys to match your brand, setting response logic, and visual analytics are also possible.

Popular services include Google Forms, Yandex Forms, Survio, Web Ask, Testograf, Typeform, Анкетолог, Simpoll. These platforms offer both free and paid plans, survey templates, and flexible settings.

In Altcraft Platform, surveys and forms are created using an intuitive builder. The platform's advantage lies in data integration into customer profiles, providing a comprehensive user overview.

Forms for conducting surveys are essential to simplify receiving feedback from customers, handling inquiries, and conducting research.

Customer Data Platform

Omnichannel Marketing

Loyalty programs

Drag-and-drop email designer

Personalized mailings

MVT and A/B testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messaging apps

Interesting and useful articles about marketing, our product and online communications

Don't forget to subscribe to our Blog