 In business news now, Nigerian businesses have been advised to optimize the benefits derivable from email marketing in order to scale up. These advice was given by the founder of Tribe Act of Miami, Emanuel, during a webinar titled Email Marketing Trends How to Scale Up Your Business by Over 50% in 2023. Details in this report. Email is one of the oldest forms of digital communication, but it is also one of the most effective marketing strategies out there. Sure, there are newer methods of communicating with your audience and customers, like social media and live chat. However, with a user base of over 4.5 billion people, email is the king of marketing channels. What is this customer segment that can really leverage and maximize the power of Tribe Act? At this webinar, Emanuel says Tribe Act's mandate is to ensure more entrepreneurs, business and marketers have necessary digital tools to succeed in the African continent. He shares more insights. Different platforms, they do well in different areas, right? So I can mention some of the examples, send in new active campaigns, so they do well in different, they have their strengths and they have their weaknesses, right? So, but business always looking for, okay, for my kind of strategy that I'm implementing, which platform can give me the best of both worlds? And I actually, does that platform provide me with digital ability very well? Do they have very good IP reputation? Do they have, you know, they do, do they allow me to use my own personal domain? At the same time, you can reach as many people as possible. According to some statistics, at least 306 billion emails are sent and received each day as of the year 2021. And this is 2023. So of course, these numbers would have increased by now. Leon Oakbury, popularly known as email marketing apostle, addresses how to manage email deliverability. He speaks alongside others who share on what businesses are looking out for when peaking email marketing platforms among other issues. What I do is, if I have a long form puppy, all right, and I send it and it lands in promotion, what I do is I remove each paragraph and test. So I remove the first paragraph and I test, I see where it lands. If it lands in inbox, then I know the particular paragraph that is responsible for my email landing and promotion. Then I know to rewrite that particular paragraph, just tweak it and then see where it lands again. Sometimes it could be your subject line. Most of the email marketing platforms that you are using, they send your email through an IP address. If that IP address is listed, your email will most likely land somewhere that you do not like. Generally, people love free stuff. And if you have a free offer, highlight things like the word free. What you should do for every copy that you put in together is you have to think like the person that you're sending it to. So I think for me collaboration is key, especially when you're able to really identify that the people you want to target in certain communities and you're able to show value. I think it's really strong. Currently in Nigeria, mobile technology has made marketing to be a lot easier and better for marketers because they no longer participate in verbal marketing. Instead, they market their product directly to a particular target group through the use of an email.