How Binance increased marketing email volume by 2.5x while maintaining high audience engagement
How Binance increased marketing email volume by 2.5x while maintaining high audience engagement
How Binance increased marketing email volume by 2.5x while maintaining high audience engagement
Bird’s email API allows Binance to quickly send out email blasts to a large audience, increasing the value of email as a tool for time-sensitive communication relevant to their crypto trading experience on the platform.
Region
APAC
Channels
Products used
Email API
2.5x
2.5x
Markting email growth
99.01%
99.01%
Inbox placement
150 million+
150 million+
emails weekly
Binance is a globally operated crypto trading and investing platform handling the largest daily trading volume of any cryptocurrency exchange. Each day, an average of $65 billion in cryptocurrency assets are traded on the Binance blockchain ecosystem.
Binance facilitates crypto trading and investing between individual asset owners. They depend on a strong user experience—including timely asset exchanges, state-of-the-art security, and educational resources—to attract, onboard, and retain a global customer base.
Because of the scale of their customer base, the company’s email marketing program plays a central role in onboarding, engaging, and retaining these users. But for email marketing to work effectively, you can’t spray the same message across its diverse customer base. Instead, Binance looked to maximize engagement and retention by tailoring emails to each user’s platform activity and stage in the lifecycle.
“The North Star goal is to retain as many users as possible,” says Kushal Manupati, Director of Growth Marketing at Binance. “But that happens at multiple stages. Ultimately, we want to retain them by engaging them meaningfully and demonstrating the value of the Binance platform.”
The problem: Weak email analytics and limited scalability
The global popularity of cryptocurrency trading has contributed to rapid growth for Binance. In the past three years, the company’s user base has more than doubled, surpassing the 200-million-user mark.
As the platform’s user base has grown, so has its email marketing program. Binance now sends billions of emails every year. But the company’s previous email messaging platform wasn’t built for that type of workload. It struggled to manage email volume at scale—especially when delivering large bursts of critical, time-sensitive communications to Binance users.
Given the rapid growth of the Binance platform—and the company’s ambitions to continue driving double-digit growth for its user base in the years to come—these limitations were unacceptable.
“If I’m sending a hundred million emails in a week, I want to be certain that the platform I’m using can deliver those emails to my users,” says Manupati. “I don't want a platform that only supports 200 million users. I want one that can handle 400 million users.”
A need for enhanced performance tracking, personalization, and security:
Binance’s prior ESP also lacked deliverability data and other critical analytics inputs essential to understanding email performance and personalizing content to its audience. As the company made plans to scale its marketing email volume, it was determined to preserve the high engagement rates its email communications were already achieving.
Along with these deliverability and analytics challenges, the company also wanted an email service provider offering best-in-class security for its customer data, as well as built-in mechanisms to ensure compliance across a complex global network of more than 100 countries where Binance operates.
The solution: A secure platform offering powerful analytics and support for 10x scale
Solving for the limitations Binance had been running into came down to three parts:
Providing the infrastructure for a scaled program while maintaining deliverability.
Using customer data to sustain high engagement with personalized content.
Keeping email communication secure, even with the changes and scale.
Deliverability at scale
“Because we work in a finance-related industry, the messages we send are not optional,” says Manupati. “There are times when we need to send messages to every single user on a list. We can’t have 90% deliverability—it needs to be 100%.”
Bird’s email API offered a solution to all of those challenges, making its platform the obvious choice as Binance’s new ESP. By improving deliverability and elevating the value of email communications for Binance end users, Bird helped the company realize this goal. Timely messaging and verified delivery have helped Binance provide its users with a more responsive and valuable platform experience.
Personalized content to sustain high engagement
Although Binance knew its existing email program was generating high engagement among Binance users, the limited analytics of its prior ESP made it difficult to understand why these emails were performing so well.
More importantly, it left Binance in the dark when developing email best practices to sustain strong engagement as its email problem grew.
With Bird, those concerns have been swept away. Detailed insights into email deliverability, open rates, and other KPIs help Binance evaluate its marketing email performance and identify possible strategies for driving better results.
“I’m very confident that our customers will get whatever information they need, and at the specific point in time they need it,” Manupati says. “When we have to send an important email, no one thinks twice about the system’s capability.”
Built-in security and compliance
As a SOC 2-certified platform, Bird offers two-factor authentication, intrusion detection, and email encryption to help Binance meet the requirements for sending email in a highly regulated industry.
“Our security team is very detail-oriented and has stringent guidelines for any platform we use,” says Manupati. “It’s a function of the industry we operate in. But Bird passed all of the security checks we had, which made it easy to move forward with its platform.”
The result: A high-performing email program, with plenty of room to grow
Binance was confident in its email content's quality but needed an ESP that could provide personalized insights, ensure deliverability at scale, and offer robust security to better engage its active audience.
“One thing that really helped was having the support of Bird’s technical account managers during onboarding—especially when migrating from the previous platform,” says Manupati. “That was a very important key to success because it helped us get the new platform up and running faster than I had anticipated.”
With a streamlined onboarding process and effortless scalability, Bird’s email API helped Binance achieve the following results:
Millions of emails sent every week
Since switching its email program to Bird, Binance has scaled its overall email sending by 2.5 times. On average, the company currently sends more than 150 million emails every week.
Bird’s email API allows Binance to quickly send out email blasts to a large audience, increasing the value of email as a tool for time-sensitive communication relevant to their crypto trading experience on the platform.
“If my team is running a critical, time-sensitive campaign and needs to send millions of emails in a short period of time, I know Bird can handle it,” Manupati says.
Strong email engagement, at scale
Binance has managed to maintain its email engagement rates in spite of that increased volume. This high rate of engagement reflects the value and relevance of Binance emails to the platform’s user base—and is helping address the primary marketing objective of retaining Binance users.
“If I can engage active users, I can retain them,” Manupati says. “If I can engage churned users, I can turn them back into monthly active users.”
Increased confidence in email compliance
Binance now enjoys consistent deliverability, improved email security, and assured compliance when sending messages to its global customer base. Binance has been able to achieve an inbox placement 99.01% in the last 6 months.
Since Bird continues to track new compliance requirements around the world, Binance’s marketing team now enjoys peace of mind knowing that its messages will be delivered in compliance with all local regulations.
Data-driven insights to enhance email ROI
Bird’s built-in analytics tools give Binance granular insights into its email marketing performance. Over time, this data will help the company maintain and improve its high email engagement rates while identifying opportunities to generate more value from its email communications.
Looking to the future: Investing in community engagement and user safety
A strong email program is only one part of a holistic communication experience. Messaging channels will evolve. User behaviors will shift. Amid this change, the need for certified Binance communication channels will only increase.
“We want to reach users through whatever channels they are using,” says Manupati. “If there is a solution that helps us engage our community in a better way, we’re always interested.”
Manupati points to WhatsApp and community centric channels as a potential channel where Binance might focus more of its communication efforts in the coming years, especially as the platform looks to onboard a more diverse, global user base. “The next billion users,” he says, “could be further engaged on WhatsApp and other channels.”
By offering certified communications on WhatsApp and other channels, Bird can help Binance prioritize user safety and reliable communications for its community of crypto traders—all while ensuring high deliverability, personalization, and security for all of its outgoing messages.
About Bird
Bird is an AI-first CRM for marketing, services, and payments.
Our mission is to create a world where communicating with a business is as easy as talking with a friend. We power communication between businesses and their customers — across any channel, always with the right context, and on every corner of the planet. If you’ve ever ordered takeaway, returned a package, contacted customer service, or requested a login code, it’s almost guaranteed your interactions have been powered by Bird’s technology.
Our platform, our applications and our APIs help businesses streamline conversations through their customers’ preferred channels — like WhatsApp, Email, SMS, Voice, WeChat, Messenger, Instagram - and build powerful and engaging experiences. Bird's out of the box functionality and omnichannel expertise tips the scales for knowledge workers and helps them be productive right away, with tools to build great marketing campaigns, customer service experiences, or automated business processes.
Headquartered in Amsterdam, Bird processes over 6.5 trillion interactions for 50,000+ customers, including Google, Facebook, and Uber.
About Binance
Binance is a leading global blockchain ecosystem behind the world’s largest cryptocurrency exchange by trading volume and registered users. Binance is trusted by more than 200 million people in 100+ countries for its industry-leading security, transparency, trading engine speed, protections for investors, and unmatched portfolio of digital asset products and offerings from trading and finance to education, research, social good, payments, institutional services, and Web3 features. Binance is devoted to building an inclusive crypto ecosystem to increase the freedom of money and financial access for people around the world with crypto as the fundamental means.
Binance is a globally operated crypto trading and investing platform handling the largest daily trading volume of any cryptocurrency exchange. Each day, an average of $65 billion in cryptocurrency assets are traded on the Binance blockchain ecosystem.
Binance facilitates crypto trading and investing between individual asset owners. They depend on a strong user experience—including timely asset exchanges, state-of-the-art security, and educational resources—to attract, onboard, and retain a global customer base.
Because of the scale of their customer base, the company’s email marketing program plays a central role in onboarding, engaging, and retaining these users. But for email marketing to work effectively, you can’t spray the same message across its diverse customer base. Instead, Binance looked to maximize engagement and retention by tailoring emails to each user’s platform activity and stage in the lifecycle.
“The North Star goal is to retain as many users as possible,” says Kushal Manupati, Director of Growth Marketing at Binance. “But that happens at multiple stages. Ultimately, we want to retain them by engaging them meaningfully and demonstrating the value of the Binance platform.”
The problem: Weak email analytics and limited scalability
The global popularity of cryptocurrency trading has contributed to rapid growth for Binance. In the past three years, the company’s user base has more than doubled, surpassing the 200-million-user mark.
As the platform’s user base has grown, so has its email marketing program. Binance now sends billions of emails every year. But the company’s previous email messaging platform wasn’t built for that type of workload. It struggled to manage email volume at scale—especially when delivering large bursts of critical, time-sensitive communications to Binance users.
Given the rapid growth of the Binance platform—and the company’s ambitions to continue driving double-digit growth for its user base in the years to come—these limitations were unacceptable.
“If I’m sending a hundred million emails in a week, I want to be certain that the platform I’m using can deliver those emails to my users,” says Manupati. “I don't want a platform that only supports 200 million users. I want one that can handle 400 million users.”
A need for enhanced performance tracking, personalization, and security:
Binance’s prior ESP also lacked deliverability data and other critical analytics inputs essential to understanding email performance and personalizing content to its audience. As the company made plans to scale its marketing email volume, it was determined to preserve the high engagement rates its email communications were already achieving.
Along with these deliverability and analytics challenges, the company also wanted an email service provider offering best-in-class security for its customer data, as well as built-in mechanisms to ensure compliance across a complex global network of more than 100 countries where Binance operates.
The solution: A secure platform offering powerful analytics and support for 10x scale
Solving for the limitations Binance had been running into came down to three parts:
Providing the infrastructure for a scaled program while maintaining deliverability.
Using customer data to sustain high engagement with personalized content.
Keeping email communication secure, even with the changes and scale.
Deliverability at scale
“Because we work in a finance-related industry, the messages we send are not optional,” says Manupati. “There are times when we need to send messages to every single user on a list. We can’t have 90% deliverability—it needs to be 100%.”
Bird’s email API offered a solution to all of those challenges, making its platform the obvious choice as Binance’s new ESP. By improving deliverability and elevating the value of email communications for Binance end users, Bird helped the company realize this goal. Timely messaging and verified delivery have helped Binance provide its users with a more responsive and valuable platform experience.
Personalized content to sustain high engagement
Although Binance knew its existing email program was generating high engagement among Binance users, the limited analytics of its prior ESP made it difficult to understand why these emails were performing so well.
More importantly, it left Binance in the dark when developing email best practices to sustain strong engagement as its email problem grew.
With Bird, those concerns have been swept away. Detailed insights into email deliverability, open rates, and other KPIs help Binance evaluate its marketing email performance and identify possible strategies for driving better results.
“I’m very confident that our customers will get whatever information they need, and at the specific point in time they need it,” Manupati says. “When we have to send an important email, no one thinks twice about the system’s capability.”
Built-in security and compliance
As a SOC 2-certified platform, Bird offers two-factor authentication, intrusion detection, and email encryption to help Binance meet the requirements for sending email in a highly regulated industry.
“Our security team is very detail-oriented and has stringent guidelines for any platform we use,” says Manupati. “It’s a function of the industry we operate in. But Bird passed all of the security checks we had, which made it easy to move forward with its platform.”
The result: A high-performing email program, with plenty of room to grow
Binance was confident in its email content's quality but needed an ESP that could provide personalized insights, ensure deliverability at scale, and offer robust security to better engage its active audience.
“One thing that really helped was having the support of Bird’s technical account managers during onboarding—especially when migrating from the previous platform,” says Manupati. “That was a very important key to success because it helped us get the new platform up and running faster than I had anticipated.”
With a streamlined onboarding process and effortless scalability, Bird’s email API helped Binance achieve the following results:
Millions of emails sent every week
Since switching its email program to Bird, Binance has scaled its overall email sending by 2.5 times. On average, the company currently sends more than 150 million emails every week.
Bird’s email API allows Binance to quickly send out email blasts to a large audience, increasing the value of email as a tool for time-sensitive communication relevant to their crypto trading experience on the platform.
“If my team is running a critical, time-sensitive campaign and needs to send millions of emails in a short period of time, I know Bird can handle it,” Manupati says.
Strong email engagement, at scale
Binance has managed to maintain its email engagement rates in spite of that increased volume. This high rate of engagement reflects the value and relevance of Binance emails to the platform’s user base—and is helping address the primary marketing objective of retaining Binance users.
“If I can engage active users, I can retain them,” Manupati says. “If I can engage churned users, I can turn them back into monthly active users.”
Increased confidence in email compliance
Binance now enjoys consistent deliverability, improved email security, and assured compliance when sending messages to its global customer base. Binance has been able to achieve an inbox placement 99.01% in the last 6 months.
Since Bird continues to track new compliance requirements around the world, Binance’s marketing team now enjoys peace of mind knowing that its messages will be delivered in compliance with all local regulations.
Data-driven insights to enhance email ROI
Bird’s built-in analytics tools give Binance granular insights into its email marketing performance. Over time, this data will help the company maintain and improve its high email engagement rates while identifying opportunities to generate more value from its email communications.
Looking to the future: Investing in community engagement and user safety
A strong email program is only one part of a holistic communication experience. Messaging channels will evolve. User behaviors will shift. Amid this change, the need for certified Binance communication channels will only increase.
“We want to reach users through whatever channels they are using,” says Manupati. “If there is a solution that helps us engage our community in a better way, we’re always interested.”
Manupati points to WhatsApp and community centric channels as a potential channel where Binance might focus more of its communication efforts in the coming years, especially as the platform looks to onboard a more diverse, global user base. “The next billion users,” he says, “could be further engaged on WhatsApp and other channels.”
By offering certified communications on WhatsApp and other channels, Bird can help Binance prioritize user safety and reliable communications for its community of crypto traders—all while ensuring high deliverability, personalization, and security for all of its outgoing messages.
About Bird
Bird is an AI-first CRM for marketing, services, and payments.
Our mission is to create a world where communicating with a business is as easy as talking with a friend. We power communication between businesses and their customers — across any channel, always with the right context, and on every corner of the planet. If you’ve ever ordered takeaway, returned a package, contacted customer service, or requested a login code, it’s almost guaranteed your interactions have been powered by Bird’s technology.
Our platform, our applications and our APIs help businesses streamline conversations through their customers’ preferred channels — like WhatsApp, Email, SMS, Voice, WeChat, Messenger, Instagram - and build powerful and engaging experiences. Bird's out of the box functionality and omnichannel expertise tips the scales for knowledge workers and helps them be productive right away, with tools to build great marketing campaigns, customer service experiences, or automated business processes.
Headquartered in Amsterdam, Bird processes over 6.5 trillion interactions for 50,000+ customers, including Google, Facebook, and Uber.
About Binance
Binance is a leading global blockchain ecosystem behind the world’s largest cryptocurrency exchange by trading volume and registered users. Binance is trusted by more than 200 million people in 100+ countries for its industry-leading security, transparency, trading engine speed, protections for investors, and unmatched portfolio of digital asset products and offerings from trading and finance to education, research, social good, payments, institutional services, and Web3 features. Binance is devoted to building an inclusive crypto ecosystem to increase the freedom of money and financial access for people around the world with crypto as the fundamental means.
Binance is a globally operated crypto trading and investing platform handling the largest daily trading volume of any cryptocurrency exchange. Each day, an average of $65 billion in cryptocurrency assets are traded on the Binance blockchain ecosystem.
Binance facilitates crypto trading and investing between individual asset owners. They depend on a strong user experience—including timely asset exchanges, state-of-the-art security, and educational resources—to attract, onboard, and retain a global customer base.
Because of the scale of their customer base, the company’s email marketing program plays a central role in onboarding, engaging, and retaining these users. But for email marketing to work effectively, you can’t spray the same message across its diverse customer base. Instead, Binance looked to maximize engagement and retention by tailoring emails to each user’s platform activity and stage in the lifecycle.
“The North Star goal is to retain as many users as possible,” says Kushal Manupati, Director of Growth Marketing at Binance. “But that happens at multiple stages. Ultimately, we want to retain them by engaging them meaningfully and demonstrating the value of the Binance platform.”
The problem: Weak email analytics and limited scalability
The global popularity of cryptocurrency trading has contributed to rapid growth for Binance. In the past three years, the company’s user base has more than doubled, surpassing the 200-million-user mark.
As the platform’s user base has grown, so has its email marketing program. Binance now sends billions of emails every year. But the company’s previous email messaging platform wasn’t built for that type of workload. It struggled to manage email volume at scale—especially when delivering large bursts of critical, time-sensitive communications to Binance users.
Given the rapid growth of the Binance platform—and the company’s ambitions to continue driving double-digit growth for its user base in the years to come—these limitations were unacceptable.
“If I’m sending a hundred million emails in a week, I want to be certain that the platform I’m using can deliver those emails to my users,” says Manupati. “I don't want a platform that only supports 200 million users. I want one that can handle 400 million users.”
A need for enhanced performance tracking, personalization, and security:
Binance’s prior ESP also lacked deliverability data and other critical analytics inputs essential to understanding email performance and personalizing content to its audience. As the company made plans to scale its marketing email volume, it was determined to preserve the high engagement rates its email communications were already achieving.
Along with these deliverability and analytics challenges, the company also wanted an email service provider offering best-in-class security for its customer data, as well as built-in mechanisms to ensure compliance across a complex global network of more than 100 countries where Binance operates.
The solution: A secure platform offering powerful analytics and support for 10x scale
Solving for the limitations Binance had been running into came down to three parts:
Providing the infrastructure for a scaled program while maintaining deliverability.
Using customer data to sustain high engagement with personalized content.
Keeping email communication secure, even with the changes and scale.
Deliverability at scale
“Because we work in a finance-related industry, the messages we send are not optional,” says Manupati. “There are times when we need to send messages to every single user on a list. We can’t have 90% deliverability—it needs to be 100%.”
Bird’s email API offered a solution to all of those challenges, making its platform the obvious choice as Binance’s new ESP. By improving deliverability and elevating the value of email communications for Binance end users, Bird helped the company realize this goal. Timely messaging and verified delivery have helped Binance provide its users with a more responsive and valuable platform experience.
Personalized content to sustain high engagement
Although Binance knew its existing email program was generating high engagement among Binance users, the limited analytics of its prior ESP made it difficult to understand why these emails were performing so well.
More importantly, it left Binance in the dark when developing email best practices to sustain strong engagement as its email problem grew.
With Bird, those concerns have been swept away. Detailed insights into email deliverability, open rates, and other KPIs help Binance evaluate its marketing email performance and identify possible strategies for driving better results.
“I’m very confident that our customers will get whatever information they need, and at the specific point in time they need it,” Manupati says. “When we have to send an important email, no one thinks twice about the system’s capability.”
Built-in security and compliance
As a SOC 2-certified platform, Bird offers two-factor authentication, intrusion detection, and email encryption to help Binance meet the requirements for sending email in a highly regulated industry.
“Our security team is very detail-oriented and has stringent guidelines for any platform we use,” says Manupati. “It’s a function of the industry we operate in. But Bird passed all of the security checks we had, which made it easy to move forward with its platform.”
The result: A high-performing email program, with plenty of room to grow
Binance was confident in its email content's quality but needed an ESP that could provide personalized insights, ensure deliverability at scale, and offer robust security to better engage its active audience.
“One thing that really helped was having the support of Bird’s technical account managers during onboarding—especially when migrating from the previous platform,” says Manupati. “That was a very important key to success because it helped us get the new platform up and running faster than I had anticipated.”
With a streamlined onboarding process and effortless scalability, Bird’s email API helped Binance achieve the following results:
Millions of emails sent every week
Since switching its email program to Bird, Binance has scaled its overall email sending by 2.5 times. On average, the company currently sends more than 150 million emails every week.
Bird’s email API allows Binance to quickly send out email blasts to a large audience, increasing the value of email as a tool for time-sensitive communication relevant to their crypto trading experience on the platform.
“If my team is running a critical, time-sensitive campaign and needs to send millions of emails in a short period of time, I know Bird can handle it,” Manupati says.
Strong email engagement, at scale
Binance has managed to maintain its email engagement rates in spite of that increased volume. This high rate of engagement reflects the value and relevance of Binance emails to the platform’s user base—and is helping address the primary marketing objective of retaining Binance users.
“If I can engage active users, I can retain them,” Manupati says. “If I can engage churned users, I can turn them back into monthly active users.”
Increased confidence in email compliance
Binance now enjoys consistent deliverability, improved email security, and assured compliance when sending messages to its global customer base. Binance has been able to achieve an inbox placement 99.01% in the last 6 months.
Since Bird continues to track new compliance requirements around the world, Binance’s marketing team now enjoys peace of mind knowing that its messages will be delivered in compliance with all local regulations.
Data-driven insights to enhance email ROI
Bird’s built-in analytics tools give Binance granular insights into its email marketing performance. Over time, this data will help the company maintain and improve its high email engagement rates while identifying opportunities to generate more value from its email communications.
Looking to the future: Investing in community engagement and user safety
A strong email program is only one part of a holistic communication experience. Messaging channels will evolve. User behaviors will shift. Amid this change, the need for certified Binance communication channels will only increase.
“We want to reach users through whatever channels they are using,” says Manupati. “If there is a solution that helps us engage our community in a better way, we’re always interested.”
Manupati points to WhatsApp and community centric channels as a potential channel where Binance might focus more of its communication efforts in the coming years, especially as the platform looks to onboard a more diverse, global user base. “The next billion users,” he says, “could be further engaged on WhatsApp and other channels.”
By offering certified communications on WhatsApp and other channels, Bird can help Binance prioritize user safety and reliable communications for its community of crypto traders—all while ensuring high deliverability, personalization, and security for all of its outgoing messages.
About Bird
Bird is an AI-first CRM for marketing, services, and payments.
Our mission is to create a world where communicating with a business is as easy as talking with a friend. We power communication between businesses and their customers — across any channel, always with the right context, and on every corner of the planet. If you’ve ever ordered takeaway, returned a package, contacted customer service, or requested a login code, it’s almost guaranteed your interactions have been powered by Bird’s technology.
Our platform, our applications and our APIs help businesses streamline conversations through their customers’ preferred channels — like WhatsApp, Email, SMS, Voice, WeChat, Messenger, Instagram - and build powerful and engaging experiences. Bird's out of the box functionality and omnichannel expertise tips the scales for knowledge workers and helps them be productive right away, with tools to build great marketing campaigns, customer service experiences, or automated business processes.
Headquartered in Amsterdam, Bird processes over 6.5 trillion interactions for 50,000+ customers, including Google, Facebook, and Uber.
About Binance
Binance is a leading global blockchain ecosystem behind the world’s largest cryptocurrency exchange by trading volume and registered users. Binance is trusted by more than 200 million people in 100+ countries for its industry-leading security, transparency, trading engine speed, protections for investors, and unmatched portfolio of digital asset products and offerings from trading and finance to education, research, social good, payments, institutional services, and Web3 features. Binance is devoted to building an inclusive crypto ecosystem to increase the freedom of money and financial access for people around the world with crypto as the fundamental means.
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© 2024 Bird. All rights reserved.
Made with <3 in Amsterdam
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© 2024 Bird. All rights reserved.
Made with <3 in Amsterdam
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