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Mastering The Art Of Email Communication For 10X Growth

17 Nov'22 | By Inc42 BrandLabs

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In this digital-first era, businesses can leverage a myriad of marketing channels for promotion and growth. But email continues to be one of the most preferred and effective tools due to its hassle-free massive reach and attractive ROI.

By 2025, an estimated 4.6 Bn email users worldwide are expected to send and receive 376 Bn email messages daily, says Statista. Again, email marketing has helped brands earn an average of $36 for every dollar spent.

In truth, this communication technology, with seemingly no expiry date, has strong marketing potential that no brand can ignore even after 52 years when Ray Tomlinson sent the first electronic mail.

But how can startups best leverage this communication channel to drive hypergrowth?

Inc42 and MessageBird recently held a masterclass titled Mastering The Art Of Email Communication For 10X Growth to put the spotlight on it. Conducted by Chris Adams, VP of global deliverability at MessageBird, the masterclass covered many critical aspects such as:

Decoding the importance of email marketing
Getting to know the best tools, practices, industry trends and challenges
Building a successful email marketing campaign with the help of use cases

Decoding The Key Challenges And Opportunities Of Email Marketing

“If there is one thing marketers often take for granted because it seems deceptively simple, it is email marketing,” said Adams.

Of course, there are a few best practices marketers can incorporate into building an uber-successful, high-ROI email marketing campaign. These include creative messaging to engage consumers, precise segmentation, setting up a sunset policy (pruning inactive users) and, most importantly, personalisation.

Incidentally, new-age channels like social media and chat apps often rely on third-party cookies and other means to track consumer behaviour to boost personalisation.

But this may soon become out of bounds as a slew of privacy regulations (GDPR and CCPA, among others) and platform changes will prevent companies from collecting and leveraging consumer data, said Adams.

The good news is: Email marketing will survive most of these changes.

Companies like Airbnb, Twitter, Booking.com have integrated with cloud communications platform like Messagebird which has helped them deliver 40% of all commercial emails worldwide. The company claims to offer marketing solutions like optimal placement, low latency, enterprise-grade security (compliant worldwide), combined with pricing and support to help enterprises provide seamless customer experience.

“That’s because email marketing is based on opt-in and does not rely on third-party cookies. It leverages a consumer’s zero-party and first-party data. So, personalisation survives, making email communication an absolutely crucial component of your marketing strategy,” explained Adams.

[For context, zero-party data is information voluntarily shared with organisations, while companies collect first-party data directly from consumers and own it.]

Tune in to this masterclass to learn how to build a successful email marketing campaign and explore all key trends, challenges, opportunities and hacks to achieve 10x growth.

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