Because email is the main basis for professional internet communications, it’s important for businesses to have a system that is smooth and professional when they connect with customers.

While businesses need to have open, frequent communications with clients, they also don’t want to inundate email boxes and make a client feel like they’re being spammed. If an organization is smart with client communications, they will understand that every email is a way to reach and strengthen loyal customer relationships, according to Chris McFadden (pictured), vice president of engineering and cloud operations at Customer and Message Systems Inc. (DBA SparkPost).

“Email’s been dead about 20 years … however, every year, email volumes keep growing,” McFadden said. “Everybody has an email address; really, it’s the preferred method of communications, even among Millennials nowadays.”

McFadden spoke with John Walls (@JohnWalls21) and Rebecca Knight (@knightrm), co-hosts of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, during AWS re:Invent in Las Vegas. In addition to the continuing success of email, they also talked about a recent client success story. (* Disclosure below.)

Successful communications lead to successful relationships

SparkPost’s clients send 5 trillion emails a year, entailing 37 percent of the world’s commercial email, a staggering number of communications by any measure. As the world’s leading business-to-consumer email delivery provider, “[We help] product managers and product teams with ensuring that they can get the right performance, the analytics, and also the human services to make sure that they can get customers to adopt their service, grow engagement and ultimately revenues,” according to McFadden.

A recent success story outlined during a keynote talk at AWS re:Invent was with the Guardian Life Insurance Company of America. As a company that has been in business for more than 150 years, the insurance company considered its email communications to their customers as paramount to how they are perceived and, ultimately, to their continuing success. SparkPost is in the process of helping to move Guardian Life’s email over to the cloud.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of AWS reInvent. (* Disclosure: SparkPost sponsored this segment of theCUBE. Neither SparkPost nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.

Photo: SiliconANGLE