Communication channel. It 's been around for nearly 50 years , and it's still favored by gen z all the way to baby boomers for receiving messages from brands. While email hasn't changed much over the decades, the way businesses use it to interact with customers has, and the smart ways they use it are downright awesome! At twilio signal 2019, quizlet and figma took the stage to explain how they use email to drive customer engagement. Watch the video below for the full interview, or scroll down to see the 6 professional email sending tips we walked away with. 6 pro tips for sending better emails 1. Use data to drive engagement quizlet and figma look at their messaging data to iterate and improve their programs, but they both prioritize different metrics. Figma company mailing list closely monitors their churn rates to ensure their content is high quality and engaging. “the thing I focus on the most is unsubscribing – to really make sure the go-to-market team is sending value and keeping a high bar for the brand,” says toni gemayel , head of growth at figma. "Internally, we look at click-to-open rate, not just open rate or click-through rate." click-to-open rates are the percentage of people who both opened your email and clicked on a piece of content. Click-through rates show how many people across your entire recipient list Clicked on a piece of content in your email (even if they never opened the email). For help with increasing unsubscribes, see how to fix high email unsubscribe rates . And if click-to-open rate is a foreign metric to you, take a look at what is click-to-open rate in email marketing? Quizlet looks at the same metrics, but they put more emphasis on deliverability. “just getting into the inbox is the first challenge for us, so [ deliverability ] is the first metric we think about,” says laura oppenheimer, marketing director at quizlet. For help getting your transactional and marketing emails to the inbox, check out our email deliverability guide . We update it every year to bring you the latest and greatest email