Customer story
Binance
The world's largest crypto exchange scaled its marketing email 2.5x — to more than 150 million sends a week — without giving up the deliverability or engagement its retention strategy depends on.
Sector
Crypto exchange
Channels
Headline
2.5x marketing email volume
The challenge
Billions of emails a year, on a platform that couldn't keep up.
Binance handles the largest daily trading volume of any cryptocurrency exchange — an average of $65 billion in assets a day across its ecosystem. With more than 200 million users in over 100 countries, the company's email program is central to how it onboards, engages, and retains that audience. And because the industry is regulated, much of that email isn't optional.
Binance's user base more than doubled in three years, and its email program grew with it — into the billions of messages a year. Its previous platform wasn't built for that workload. It struggled to deliver the large bursts of time-sensitive messages the business runs on, and it lacked the deliverability data and analytics the team needed to understand performance or personalize content. Sending into a highly regulated, 100-plus-country footprint also demanded best-in-class security and compliance.
“If I'm sending a hundred million emails in a week, I want to be certain the platform can deliver them. I don't want a platform that only supports 200 million users. I want one that can handle 400 million.”
Kushal Manupati, Director of Growth Marketing, Binance
The solution
Deliverability, analytics, and security built for 10x scale.
Binance moved its email program to Bird's email API. Solving its limitations came down to three things working together.
- Deliverability at scale.The messages Binance sends aren't optional — there are moments when every user on a list has to be reached, where 90% deliverability isn't good enough. Bird's infrastructure delivers the bursts with verified, timely sends.
- Analytics to sustain engagement. Detailed insight into deliverability, open rates, and other KPIs let Binance understand why its email performs and protect that engagement as volume grows — visibility its previous ESP never offered.
- Built-in security and compliance. As a SOC 2-certified platform, Bird brings two-factor authentication, intrusion detection, and email encryption, and tracks evolving compliance requirements across the markets Binance operates in.
“Our security team is very detail-oriented and has stringent guidelines for any platform we use. Bird passed all of the security checks we had, which made it easy to move forward.”
Kushal Manupati, Director of Growth Marketing, Binance
The results
2.5x the volume, the same engagement.
Since switching to Bird, Binance has scaled its overall email sending 2.5 times and now sends more than 150 million emails a week — and has held its engagement rates steady in spite of that increase, which is what its retention objective depends on. Over the last six months it has reached 99.01% inbox placement, with the compliance confidence to match.
2.5x
Growth in overall marketing email volume after migrating to Bird's email API.
150M+
Emails sent every week, with engagement rates held steady through the increase.
99.01%
Inbox placement over the last six months, across a 100-plus-country footprint.
“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.”
Kushal Manupati, Director of Growth Marketing, Binance
What's next
Meeting the next billion users where they are.
A strong email program is one part of a holistic communication experience. As Binance looks to onboard a more diverse, global user base, the team points to WhatsApp and community-centric channels as the next place to engage — with the same emphasis on certified, reliable, high-deliverability communication.
“We want to reach users through whatever channels they are using. The next billion users could be further engaged on WhatsApp and other channels.”
Kushal Manupati, Director of Growth Marketing, Binance
Carry-forward reference from bird.com. Metrics and named quotes reported by Binance.
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