Sinch is simplifying RCS onboarding, offering multiple pathways to help businesses start sending branded and rich messages. To begin sending RCS, businesses need to set up an RCS Agent and secure approvals from Google and/or mobile network operators. Sinch makes this process seamless and convenient, giving customers various options for integrating RCS into their communication strategies or platforms: 

1. Sinch Customer Dashboard: Our user-friendly interface enables easy management of RCS Agents and business messaging, from setup to monitoring, all in one place. 

2. Sinch Provisioning API: For businesses seeking a programmatic solution to build into their own platform and systems, the Provisioning API allows effortless provisioning of RCS Agents and accounts, expediting the launch of RCS campaigns for clients. 

With these options, Sinch empowers Application Service Providers (ASPs), resellers, and direct brands to efficiently adopt RCS and elevate customer experiences while ensuring compliance with data privacy and security standards. 

“We’re thrilled to improve the tools available to make RCS accessible to our customers,” says Miriam Liszewski, RCS Commercial Product Manager at Sinch. “What our customers really love is how simple it is to get up and running whether it’s the user-friendly dashboard experience or the flexibility of integrating Provisioning API. Any business looking to take their customer communications to the next level can register today and start sending in launched markets or get ready to send in markets where operator coverage is imminent.” 

 
With RCS Upscale, customers can seamlessly transition from SMS to RCS, and RCS with Sinch’s Conversation API is a feature-complete product that supports the full RCS journey from simple text messaging to conversational experiences. Our campaign and chatbot friendly applications also enable businesses to create RCS outbound and conversational experiences. With the right products and onboarding tools built for scale, businesses can now unlock the full RCS experience, transforming every message into an experience, and truly connect with their customers. Sinch empowers businesses to engage in dynamic, real-time communications with audiences like never before.  

 
For more information on Sinch’s RCS tools and how to get started, visit sinch.com 

#   #  # 

About Sinch   

Sinch is pioneering the way the world communicates. More than 150,000 businesses – including many of the world’s largest tech companies – rely on Sinch’s Customer Communications Cloud to improve customer experience through mobile messaging, voice, and email. Sinch has been profitable and fast-growing since it was founded in 2008. It is headquartered in Stockholm, Sweden, with shares traded at NASDAQ Stockholm: XSTO:SINCH. Learn more at sinch.com.  

Recent awards/recognition: 

•       Sinch Named 2024 Adobe Digital Experience ISV Resell Partner of the Year 

•       Sinch recognized as a Leader in the 2024 CPaaS Omdia Universe 

•       Sinch named a Leader in the Gartner® Magic Quadrant™ for CPaaS 2024 

•       Sinch recognized as a Leader in the MarketScape for CPaaS 2023 

For more information please contact: 

Janet Lennon, Director of Global PR & Communications 

janet.lennon@sinch.com |1.206.914.6175 

The post Get Started with RCS:  Sinch Makes Messaging Simple and Scalable for Businesses Worldwide appeared first on Sinch.

ATLANTA, Georgia and STOCKHOLM, Sweden – November 11, 2024 – Sinch (Sinch AB (publ) – XSTO: SINCH), which is pioneering the way the world communicates through its Customer Communications Cloud, is pleased to announce the appointment of David Ruggiero as Senior Vice President of Sales for the North America region.  A highly experienced executive with over 25 years of expertise in sales leadership across Enterprise, Mid Markets and SMB, David will lead Sinch’s sales strategy in the North American team, driving expansion across the region and reinforcing Sinch’s commitment to delivering exceptional customer experiences. 

 David joins Sinch with a strong background in strategic planning, operational excellence, and sales process development. Known for leading high performing sales organizations, David has extensive experience leading go-to-market (GTM) transformations across diverse industries and a proven ability to build world-class sales teams. Prior to joining Sinch, David held executive leadership roles at notable companies, including Zoom, Microsoft, Outreach, Cisco, Avaya, and Qwest, where he successfully grew revenue, optimized operations, and led transformative sales initiatives.  

“We’re delighted to welcome David to the Sinch team,” said Julia Fraser, EVP of the Americas at Sinch. “David brings a wealth of experience and a strategic approach to sales that will be invaluable as we continue to scale our operations and strengthen our position as a market leader in the Americas.  We are confident that he’ll drive our growth strategy forward and achieve outstanding results for the region.”  

Based out of Dallas, TX, David will oversee Sinch’s sales operations in the North American region, focusing on accelerating growth, expanding market reach, and building strong, long-term relationships with Sinch’s strong customer base.  In this new role, David will focus on refining and executing Sinch’s sales strategy for the North America team, leveraging the company’s innovative solutions to meet the evolving needs of businesses across the region.  

 ”I am excited to join Sinch at such a dynamic time for the company,” said David Ruggiero, incoming Senior Vice President of Sales for North America at Sinch. “The potential for growth in the North American market is tremendous, and I look forward to working with the talented team at Sinch to help our customers succeed through our world-class communication solutions.”  

As Sinch continues to scale its solutions across messaging, voice, video, and customer engagement, David Ruggiero’s appointment underscores Sinch’s commitment to serving enterprises, brands, and mobile operators in the North American market with innovative, reliable, and secure communication solutions.  

#  #   # 

About Sinch    

Sinch is pioneering the way the world communicates. More than 150,000 businesses – including many of the world’s largest tech companies – rely on Sinch’s Customer Communications Cloud to improve customer experience through mobile messaging, voice, and email. Sinch has been profitable and fast-growing since it was founded in 2008. It is headquartered in Stockholm, Sweden, with shares traded at NASDAQ Stockholm: XSTO:SINCH. Learn more at sinch.com.   

Recent awards/recognition:  

•       Sinch Named 2024 Adobe Digital Experience ISV Resell Partner of the Year  

•       Sinch recognized as a Leader in the 2024 CPaaS Omdia Universe  

•       Sinch named a Leader in the Gartner® Magic Quadrant™ for CPaaS 2024  

•       Sinch recognized as a Leader in the MarketScape for CPaaS 2023 

For more information please contact:  

Janet Lennon, Director of Global PR & Communications  

janet.lennon@sinch.com |1.206.914.6175  

The post David Ruggiero Joins Sinch as Senior Vice President of Sales appeared first on Sinch.

Juniper Research scores vendors on a range of factors including but not limited to their geographical reach, depth of partnerships, RCS value-added services, notable RCS deployments and innovation. 

Sinch is simplifying RCS onboarding and offering multiple pathways to help businesses start sending verified, branded, and rich messages through messaging APIs and SaaS tools. These solutions empower both brands and carriers to embrace RCS and transform customer interactions and engage in dynamic, real-time communications with audiences like never before. 

“We are happy to see another confirmation of our leadership in the RCS space and validation of our efforts to provide better end user experiences and improved business results for our customers.” says Miriam Liszewski, RCS Commercial Product Manager at Sinch.  “Sinch has been pioneering the RCS standard since 2018 and was the first CPaaS provider to launch an RCS API with SMS fallback. Today, we send RCS business messages for brands like EasyPark and Nespresso in EMEA, large delivery companies in North America, and some of the biggest banks across Latin America and India.” 

Our partnership with Google and relationships with mobile operators, along with an extensive network developed over the last 15+ years and wide product portfolio, positions Sinch as a leader in RCS Business Messaging, capable of offering advanced RCS solutions.  

 
For more information on Sinch’s RCS tools and how to get started, visit sinch.com 

#   #  # 

About Sinch   

Sinch is pioneering the way the world communicates. More than 150,000 businesses – including many of the world’s largest tech companies – rely on Sinch’s Customer Communications Cloud to improve customer experience through mobile messaging, voice, and email. Sinch has been profitable and fast-growing since it was founded in 2008. It is headquartered in Stockholm, Sweden, with shares traded at NASDAQ Stockholm: XSTO:SINCH. Learn more at sinch.com.  

Recent awards/recognition: 

•       Sinch Named 2024 Adobe Digital Experience ISV Resell Partner of the Year 

•       Sinch recognized as a Leader in the 2024 CPaaS Omdia Universe 

•       Sinch named a Leader in the Gartner® Magic Quadrant™ for CPaaS 2024 

•       Sinch recognized as a Leader in the MarketScape for CPaaS 2023 

For more information please contact: 

Janet Lennon, Director of Global PR & Communications 

janet.lennon@sinch.com |1.206.914.6175 

The post Sinch named an RCS Business Messaging Leader by Juniper Research  appeared first on Sinch.

Businesses and enterprises heavily leverage SMS for marketing, customer engagement, and notifications, and often partner with CPaaS solution providers and aggregators. Sinch India, while citing its internal research, said that 48% of these enterprises lack clear insights into delivery journeys and potential issues. “Sinch Trust addresses these critical needs in the Indian SMS market by offering much-needed transparency and reliability,” Sinch said.

The platform comes with an opt-in verification with emphasis on responsible data practices as per the Digital Personal Data Protection Act (DPDP Act), and detailed delivery reports and insights. “At Sinch, we understand the critical role SMS communication plays in driving business goals,” said Nitin Singhal, MD of Sinch India.

“With Sinch Trust, we’re revolutionizing message delivery by introducing a transformative solution that enhances transparency and also equips businesses with the tools to capitalize on missed opportunities, turning them into potential gains.” he added.

Read more on ET Telecom

The post Sinch launches solution to offer transparency in business messaging appeared first on Sinch.

While legal structures have facilitated for better user privacy rights, the Indian data privacy act is further nuanced. Enterprises now not only have to specify a purpose for collection of data but also establish well-defined and user-accessible controls for minor edits, erasure, and rectification procedures. The policy also adds roles and responsibilities to data fiduciaries and a central authority to ensure data privacy over a wider jurisdiction.

The data-privacy imperative has been documented well in contemporary research. According to an IBM-Ponemon institute study, the average global cost of a data breach increased by 9.4% to $4.5 million in 2023. Besides rising cost, data breach frequency too had increased – cumulatively, 2023 observed 360,000 data breaches globally – an increase of 13% over the previous year. The enterprise challenge therefore only gets murkier – a data-breach would not only invite a steep regulatory fine but also loss of trust among customers. For reference, the penalty in the context of India’s Data Protection Act in cases of data breach can come up to Rs 250 crores. An interesting aspect therefore on data privacy proposed by the National Cybersecurity Alliance is to “Take Control of your Data”.

Underrated strategies

Prioritizing customer data through a CPaaS platform remains as underrated as basic hygiene. Given how agile businesses are expected to be, the choice to selectively collect, store and transact data is a luxury not meant for the growth-seeking enterprise. The only alternative in such cases could be a holistic approach to customer data management (CDM) built around prioritizing some crucial benchmarks. To most enterprises, there are many underrated strategies that could help do more than just compliance.

A good fundamental approach would be to build strong communication standards enabling control over privacy settings and regular data security scans could make a world of difference. Good CPaaS platforms also enable enterprises to implement stronger 2FA (Two Factor Authentication) protocols as well as endpoint management systems. A CPaaS platform can be a game-changer, but only when the organisation has identified the purpose and realizes the opportunity-cost of the digital landscape.

Tackling newer loopholes

Beyond the rising cost of compliance and complexity of business, enterprises also have the looming risk of new loopholes. To begin with, APIs or Application programming interfaces which have emerged as the mainstay of the internet economy as well as AI-based applications have emerged as top loopholes which could result in data leakage. APIs and internet bridges that connect applications and data appear only convenient but a poorly secured API could be Trojan horse, granting unauthorized access to the data fortress resulting in exposed customer information, reputational damage, and potentially, fines larger than Mount Everest.

Artificial intelligence, lauded for its analytical prowess, can be a double-edged sword when it comes to data privacy. Layering AI on data analysis can unearth valuable insights, but it also exposes previously hidden patterns and correlations within personal information. This newfound knowledge can be exploited by malicious actors, crafting highly targeted attacks with devastating consequences.

The internet economy is onboarding newer revolutions – AI, ML, and newer risks such as deepfakes and newer data breaches. New-age CPaaS partners not only provisioning security on the corporate perimeters but could offer robust security across channels such as SMS, Voice, Email, OTT and even push notifications. Furthermore, smart integration through APIs (CPaasche) video features, location-based services, consumer onboarding, payment processing pages, as well as ERP or CRM tools can be achieved via a CPaaS platform. Beyond identifying the purpose, a good starting point for an enterprise could be to evaluate their CPaaS partners on their maturity level via a comprehensive questionnaire. With the evolution in AI and the internet undergoing a major change, the battle to protect customer data itself is undergoing a tectonic shift. Implementing a robust CPaaS platform is a part, but a holistic solution will always involve the intricacies of finding newer models to confide with your consumer (communicate) and the ability to scale.

Read this article on Dataquest.

The post Big data, bigger hassles: How to take control in the AI-era appeared first on Sinch.

The Challenge of Data Overload

As organizations embrace various MarTech solutions, the challenge lies in maximizing their activation and value creation. Currently, only 30% to 35% of MarTech tools are used effectively, highlighting the gap between adoption and effective utilization. Data, the fuel of MarTech, often becomes a burden, overwhelming customers with irrelevant messaging and hindering conversions.

Despite the rapid development in data availability and device proliferation over the past 5 to 7 years, the deployment of MarTech in user engagement, post-sales, and the first-party domain is still a recent phenomenon. One critical factor in this optimization journey is aligning MarTech initiatives with a clear business strategy and goals. Without a defined direction, targeting the right end customer becomes a daunting task.

The key lies in understanding that true personalization is not about bombarding customers with generic offers. It’s about creating seamless, contextual experiences that anticipate their needs and desires. Consumers, accustomed to the intuitive interfaces of Google Maps and Uber, expect brands to meet the same high standards. Delight, not just satisfaction, becomes the benchmark.

Thinking Beyond Loyalty Programs and Email Forms

Many traditional marketing tactics simply don’t resonate anymore. For example, generic loyalty programs can feel meaningless, while one-size-fits-all email forms fail to cater to diverse customer preferences. Brands need to move beyond these outdated approaches and embrace more engaging methods.

Live chat support, contextual offers triggered by real-time behavior, and frictionless purchase journeys are just a few examples. It’s about meeting customers where they are, on their terms, and providing value at every touchpoint.

Governance and Orchestration to Create a Unified Impact

The MarTech ecosystem is often fragmented, with solutions adopted in silos across departments. This lack of coherence leads to poor ROI and hampers seamless customer experiences. A robust governance model is crucial, ensuring alignment between technology choices and overall business goals.

Chief Marketing Officers (CMOs) play a pivotal role in shaping the narrative of MarTech adoption. It is essential for them to discern what not to do. Data orchestration becomes paramount. Brands need to break down departmental walls, unifying customer data and creating a single view across touchpoints. This allows for personalized communication, consistent brand messaging, and ultimately, a more connected customer journey.

Ease of purchase is another area that demands attention. Simplifying the buying process, as opposed to bombarding customers with messages, emails, and coupons, contributes significantly to a positive customer experience. The transition from siloed adoption of the 13,000+ MarTech solutions to a consolidated approach is imperative for enhancing customer experience, ensuring a higher Return on Investment (RoI), and reducing operational expenses.

Hack, Pack, and Stack: A Methodology for MarTech Mastery

Developing a structured approach to MarTech implementation is key. Experimentation and agility are crucial, but without a guiding framework, results can be haphazard. The “Hack, Pack, and Stack” methodology developed at Sinch offers a clear path forward:

• Hack: Test and iterate in a low-risk environment, observing customer behaviour and identifying potential solutions.
• Pack: Consolidate the most effective tactics and learnings into a workable framework.
• Stack: Automate and scale the proven solutions, creating a stack of robust and effective MarTech stack.

The Human Touch: Treating Customers as People, Not Segments

In the rush to leverage technology, the human element can be easily overlooked. But at the end of the day, MarTech is about connecting with people, respecting their preferences, and building genuine relationships. This will unlock unprecedented opportunities for engagement and loyalty.

MarTech is not a magic bullet, but it is a powerful tool for shaping customer experiences and driving business success. By focusing on the right priorities – customer engagement, data-driven strategies, and breaking down silos – Indian businesses can leverage MarTech to unlock their full potential in the years to come.

Read this article on Passionate in Marketing.

The post Navigating the evolving landscape of MarTech in India appeared first on Sinch.

Effective February 1, 2024, Google will enforce stricter email guidelines to fight spam. Marketers sending bulk emails through Gmail will have to refrain from sending unwanted or unsolicited emails, and ensure a straightforward process for recipients to unsubscribe. In contrast, Yahoo has not announced a particular date for the implementation.

To do this, marketers should set up email authentication using Domain-based Message Authentication Reporting and Conformance (DMARC), Sender Policy Framework (SPF), and DomainKeys Identified Mail (DKIM) security protocols to ensure successful email delivery.

In a blog published on October 3, 2023, Neil Kumaran, group product manager, Gmail Security and Trust, states, “You should not worry about the intricacies of email security standards, but you should be able to confidently rely on an email’s source. So we’re requiring those who send significant volumes to strongly authenticate their emails following well-established best practices.”

The same blog had a quote from Marcel Becker, senior director – product, Yahoo, where he says, “Yahoo looks forward to working with Google and the rest of the email community to make these common sense, high-impact changes the new industry standard.”

Here is how the Indian email marketing sector is equipping itself to adapt to the guidelines set forth by Google and Yahoo.

Nitin Singhal, managing director, Sinch India

At Sinch, we have proactively implemented various security measures such as IP Whitelisting, warmup procedures, and ensuring the inclusion of logos in our emails, which is fundamental for establishing the legitimacy of our email communications.

Embracing segmentation, personalisation, and value addition forms the cornerstone of effective email marketing.

DMARC, SPF, and DKIM are the authentication protocols that form a robust defense against email spoofing and phishing attacks. Adhering to these protocols not only enhances the credibility of marketers and agencies but also improves email deliverability and ensures that legitimate emails reach recipients’ inboxes.

Embracing segmentation, personalisation, and value addition forms the cornerstone of effective email marketing. While email remains a powerhouse, exploring alternatives can future-proof customer engagement.

Ultimately, it is all about offering value, respecting choices, and putting users in control. By diversifying our toolkit and keeping user-centricity at the heart of it all, we will not just survive but thrive in this exciting new marketing era.

As published in Afaqs! Read more.

The post Google and Yahoo to enforce stricter email guidelines; Indian marketers prepare for compliance appeared first on Sinch.

BIMI (Brand Indicators for Message Identification) integration was a promising trend in 2023, offering significant benefits for brand trust, deliverability, and customer experience. In the upcoming years, it is anticipated that BIMI will become an increasingly more crucial component of effective email marketing tactics as support grows and technical complexity decreases.

2023 highlights and takeaways: According to my observations, the previous year posed a great deal of difficulties due to the ever-shifting dynamics of the market; yet, the combination of the three C’s proved to be essential and has never failed me in the past.

Communication is the key ingredient to achieve business results in a highly dynamic environment. I would rather over-communicate to keep the team focused on the company’s key performance indicators (KPIs). When people have a goal to work towards, they are more inclined to be invested, enthusiastic, and productive.

Collaboration encourages the sharing of ideas, viewpoints, and knowledge, which leads to innovative solutions and better decision-making. Individuals can learn from each other’s skills and cover knowledge gaps by working together, ultimately reaching better achievements than they could alone. Strong teams are also more capable of dealing with challenges and overcoming hurdles.

Cost optimization entails identifying and eliminating wasteful behaviors, simplifying procedures, and effectively utilizing resources. This can include utilizing technology, automating tasks, and negotiating better deals with suppliers.

Looking at 2024: Some trends to watch out for in 2024 would be increased focus on privacy and data security, zero party data, and AI-powered chatbots.

Increased focus on privacy and data security – Marketers need to put user consent, data protection, and transparency at the forefront since more stringent data protection laws are coming. Anticipate the widespread adoption of more sophisticated encryption techniques and safe data storage options.

Zero Party Data – Instead of relying on information from third-party sources, marketers will increasingly use data that is directly gathered from consumers through surveys, quizzes, and opt-in preferences. For personalization and trust-building, this first-hand information will be crucial.

AI-Powered Chatbots – AI-powered chatbots will be the new normal, and they will answer common questions and offer customer service 24/7. These virtual assistants can answer frequently asked questions, fix simple problems, and even send more complicated cases to real people/agents. This frees up employees to work on more important projects and makes sure that customers can get help whenever and wherever they need it.

Some advice: Innovation is the key. Regardless of where you are coming from, it is imperative that you maintain your innovative and nimble mindset. You should push yourself outside of your comfort zone by either discovering new ideas or finding efficient ways to carry out initiatives that you have already planned.

Exciting trends are poised to transform the landscape of cloud-based software as a service (CPaaS) as we go into the year 2024 and beyond.

My Mantra for 2024: Let’s paint the town success yellow!

My personal favorites from 2023

Campaign I liked in 2023: Subway is the clear winner.

The words of Indian Grandmaster Vishwanathan Anand explain why this advertisement strikes a chord with so many of us: “Generally, when people are willing to poke fun at themselves, it loosens the tension all around.”

A book I liked in 2023: Radical Candor by Kim Scott gave me a fresh perspective on leadership.

A show/movie that I liked in 2023: 14 Peaks: Nothing Is Impossible on Netflix is absolutely inspirational.

My 2023 hobby-career connection: I am a fitness enthusiast who tries to stay active by participating in a variety of hobbies. Cricket is my personal favorite as it’s all about teamwork.

Catch up on this exclusive interview on Mediabrief.

The post Interview: Samarth Saxena on marketing and more appeared first on Sinch.

Industry experts say that if it continues at this pace, the Google platform stands a good chance of significantly narrowing the gap with WhatsApp over the next two years.

RCS is a modern version of plain text messages, through which businesses and consumers can send rich media such as images, videos and even files using the native messaging app in smartphones.

For businesses, it enables interactive consumer engagement with its scope for two-way interaction — just like how they are using WhatsApp to drive sales. While RCS is also used by non-business users, more traction and revenue opportunity will come from enterprises, as is the case for WhatsApp business, experts said.

Meta has over 200 million WhatsApp business app users per month globally, and a large number of those businesses are in India. The number of businesses using RCS is smaller, though the figure is not available.

The reason why enterprises are adopting RCS is because sending a message via the platform is 30-40% less expensive than WhatsApp.

Further, the channel comes under the purview of Telecom Regulatory Authority of India (Trai) as telcos and communication platform as a service providers (CPaaS) players are also involved in the SMS process.

Route Mobile which is a cloud communication platform provider, says 20-25% of enterprises have currently adopted RCS and are identifying use cases to tap consumers.

“We are getting good response from enterprises for RCS as it is more visually appealing and leads to better engagement compared to plain text. Over the next 18-24 months, we expect 25-30% of the SMS volumes to shift to RCS from a plain text SMS at present,” said Tushar Agnihotri, head of India operations and Asia region at Route Mobile.

Currently, overall industry SMS volume is at 55 billion a month, and it is growing at a compound annual growth rate (CAGR) of 18%.
According to Agnihotri, there is no difference between WhatsApp and RCS. However, RCS has hosted gateways with telecom operators, making it easier for the channel to qualify for receiving messages which are transactional in nature, like from banks. This is because regulators such as RBI and Trai will have higher degree of comfort regulating RCS compared to WhatsApp, he added.

For Sinch, which is also an enterprise communication provider, RCS business in India has grown six times in 2023 compared to last year, and the platform is being used by the company’s top 10 clients largely for financial services.

“With RCS, Google will see good growth in market share in conversational messaging. Currently, WhatsApp may be 3x in terms of mobile penetration, but, in terms of work messaging volume RCS is growing faster than WhatsApp,” said Nitin Singhal, managing director at Sinch India.

One of the challenges which RCS at this stage faces is the reach of its services. This is because this feature needs to be activated by smartphone makers. Currently, about 300 million handsets are RCS-enabled, compared to WhatsApp being used by over 600 million users in the country.

RCS is not supported on iPhones as of now, putting around 56 million iPhone users in the country out of its reach. However, Apple recently said iPhones will support RCS messaging next year onwards.

According to Inderpal Singh Mumick, executive vice president – telecom business, and CEO, Dotgo, RCS has a delivery rate as high as 98% and read rates of 37%, and it is witnessing high engagement from customers. Dotgo is an RCS platform acquired by Gupshup in 2021.

RCS will lead to over $15 billion in additional messaging revenue for operators between 2024 and 2028, globally, according to Juniper Research.

Recently, Google said it has over one billion monthly active users globally with RCS enabled in messages. The company has also introduced new AI features within RCS such as photomoji, voice moods for improved audio quality, screen effects and profile personalisation.

Read this article on Financial Express.

The post RCS gaining ground among Indian businesses appeared first on Sinch.

Email marketing is in its fourth decade – older than SMS and still young enough to compete with newer channels that promise to deliver value, speed, and scale. In 2023, if there is a channel that businesses should not discount – it’s email.

Over four billion people worldwide continue to use email and it’s far from dead. Ironically, many predicted its demise in the last century but here we are, knowing fully well that marketers can drive exceptional results if they keep a keen eye on the best practices.

The power is in the deliverability suite

Businesses can significantly improve campaign effectiveness and resultantly boost return on investment if they have a powerful email deliverability suite. Such a suite will offer cutting-edge capabilities like email verification in real-time, inbox placement, IP and domain reputation dashboard monitoring, block list monitoring, spam trap monitoring, email previews as also personalized consultation.

As much as 20% of wanted business emails never reach the intended audience due to inefficiencies but this is addressable.

Blue Tick Verification – The evolution of BIMI is here

Millions of people fall prey to phishing every day, so much so that brands cannot compromise on security. There is every reason to display loud and clear to your customer that the message they are receiving is from you and not a scammer. Brand Indicators for Message Identification or BIMI can accelerate trust in email

marketing thereby helping businesses control their logo aside brand emails. This gives your customer enough confidence to engage with your emails. Remember, trust is key.
It is critical that all the measures such as Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), Domain-based Message Authentication, Reporting, and Conformance (DMARC), along with BIMI are put in place.

Applying a properly set SPF record prohibits domains from sending unapproved emails. DKIM implementation will assist in preventing email modifications after they have been sent. Setting up DMARC will ensure that it responds appropriately when SPF or DKIM validation fails.

In May 2023, Google launched a blue tick verification for Gmail, similar to those used by Twitter and Instagram, taking BIMI to the next stage of evolution. The search engine giant now allows Gmail users to apply for a sought-after blue checkmark by confirming their authenticity using BIMI (Brand Indicators for Message Identification), which will assist users recognize messages from legitimate senders versus impersonators.

Smoothen the campaign approval process

The maker and checker feature in email marketing platform is an important quality control mechanism that helps ensure accuracy, quality, and compliance with brand guidelines in email campaigns.

This feature involves the separation of responsibilities between two individuals or teams: the maker, who creates the email content and design, and the checker, who reviews and approves the content before it is sent out. This way, sanity of broadcast content and related details can be verified.

The lengthy manual process for determining if an email campaign is sane slows down the overall process and raises the possibility that an error will reduce the ROI impact. It’s highly recommended to get onboarded on a platform that has an in-built maker-checker concept in the email marketing platform itsel.

The more targeted, the better

Given email’s nature, it is easy to shoot bulk campaigns at your customers. Modern-day marketers will agree that such spraying seldom yield bankable results. Micro-segmentation and personalization are not an option today. It’s in realizing what customers’ want and who they are or whether they are grappling with a pain point.

As many customers, so many preferences. Therefore, micro-segmentation is more important than ever. Narrow down your target audience based on their behavior, shopping habits, exact location, seasonality and more to get winning results from email. Highly segmented campaigns do demand efficiency, capability, and scale so geographies, demographics, psychographics and behavioral segmentation is a must.

Three cheers for interactivity

Within the CPaaS suite, traditional channels are often pinpointed for being restrictive in terms of interactivity. Quite clearly, in 2023 one of the top factors determining customer loyalty is the experience.

Email marketing has the capability to get your message across to customers, non-intrusively and being richly interactive, thanks to Accelerated Mobile Pages (AMP). It allows businesses to create emails using HTML, CSS, and JavaScript and the best part, Gmail, AOL Mail, and Yahoo Mail also support AMP. Adopt the AMP functionality to boost user engagement.

At Sinch, we have seen our customers benefitting from it thereby able to convert faster. Vital tasks like confirming registration, making appointments, providing comments, completing forms, setting prices, sharing, or delivering real-time content, and many other things can now be done within the email, interactively.

Leverage the power of AI and ML

Automated decisions based on data can boost your marketing efforts. Send Time Optimization, for example is one of the most-used implementations today. Take for instance, sending a business email to your prospect at the most optimal time – that is – at a time when they engage most. This ensures that your email reaches the right person and thankfully with AI, at the right time.

And not just send but segment, recommend, and personalize better with AI.

For example, how about a cosmetic brand reaching out to their niche knowing fully well their makeup preferences, skin tone, and past purchases. This insight about customers can help brands personalize product recommendations, makeup tutorials and other tips.

AI can also help in cleaning email lists, predicting effective subject lines, and in identifying inefficiencies in your campaigns.

Recognized senders only

A clear sender identity is the first step in building trust. Make it easy for the email recipient to determine who is reaching out to them. Your organization’s name, brand name or name of a specific person is much better than being shot an email from “noreply”.

Adapting the new

What made email stick around for so long? Well, the answer is simple. It was able to evolve over time. Think about 2023. A Cisco study says that there may be 800 million smartphone users in India while Redseer report says that Indians spend approximately 7.3 hours per day on their smartphone. Imagine the reach of your brand communication if only they were mobile optimized! Research says that as much as 48% emails are opened on mobile devices! Sadly, only 11% are mobile optimized.

The kind of content also matters. Videos embedded in email content can speak to your customer base effectively and purposefully. Besides being highly engaging, they can significantly boost click-through rates and conversion rates.

The key is then to adapt the new-age trends and make your email strategy much more powerful.

Email versus other channels

Email has survived the test of time and what’s better – it has advanced to suit the requirements of the modern-day marketer. Businesses cannot depend on just one channel today so when it comes to email versus other channels, let us say, that email is here to survive and thrive. Let’s see why.

• Smartphone users prefer business communications via
• 2 billion emails were being sent and received in 2022. This number is only growing.
• From USD 7.5 billion in 2020, email marketing revenue is poised to reach USD 17.9 billion by 2027
• 75% receive brand communication through email

Consequently, businesses are allocating a higher budget for their email marketing efforts. Of late, Facebook, Instagram are gaining popularity but what sets them slightly disadvantageous is the fact that success depends on the frequency, that is, how often your message is being viewed.

Moreover, Facebook ads, Google ads, SEO, webinars, and other channels bring in new leads- agreed- but that’s where its usefulness ends. Email is then your saviour channel – adaptable to any stage of customer journey. Simply get the logic of email inboxing right and your message lands right where it should.

With an average ROI of USD 42 for every USD 1 invested, email is not just higher on returns, but it is effective than other channels, it is one of the most cost effective, result oriented, and smartest marketing routes.

The market positioning of email is strong thanks to its age, relevance, and cost. Businesses must leverage it in 2023 and beyond, to its full capacity to generate handsome ROI.

Read this exclusive interview with Samarth Saxena on Mediabrief.

The post Email Marketing: Higher on returns, more effective than other channels appeared first on Sinch.