Sinch, one of the mobile communication industry’s top players, has announced its plans to enhance its platform offerings by acquiring cloud-based email platform Pathwire for $1.9 billion. The acquisition combines flexible APIs and email communication tools from Pathwire with Sinch’s omnichannel engagement platform.
With 80 percent of marketers claiming to have experienced an increase in email marketing in the past year, the move empowers Sinch to grow its platform and capabilities on a global scale.
“Every form of digital communications has its unique benefits and delivering high quality at scale requires both extensive technical capabilities and deep subject matter expertise,“ said Oscar Werner, Sinch CEO. “Together with Pathwire, we will be able to offer a best-of-breed product set, across messaging, voice and email, that empowers businesses and developers to craft an unmatched, digital, customer experience.”
Worldwide, email marketing represents a massive platform for engagement with around 4 billion daily users combining to send around 306 billion emails per day. While social media can often be seen as the quintessential modern marketing platform, in fact it is email marketing that typically promotes the highest effectiveness for marketers, boosting revenue by around 760 percent.
The acquisition represents Sinch’s largest since the company was founded in 2008. Pathwire’s three main products were the driving force behind the move for Sinch:
- Mailgun integrates email automation with workflows to help empower cloud-based email campaign creation, publication, and monitoring.
- Mailjet offers an easy-to-use complete email campaign creation solution. With the tool, users can design, troubleshoot, and analyze their email campaigns to boost ROI and engagement.
- Email on Acid automates pre-deployment checklists to help streamline email distribution.
Sinch’s platform enables 147 billion global customer engagements every year, which is part of the reason why 80 percent of the largest tech companies in the United States are users.
Global brands such as Google, Uber, PayPal, Visa, and Tinder all rely on Sinch’s platform to scale global communications and connect with audiences on their mobile devices. Pathwire brings its expertise in email marketing strategies to these high profile customers. Over 100,000 brands such as Lyft, Microsoft, Dell, and the National Hockey League already use the platform to boost their digital communications.
“Sinch and Pathwire are a natural fit: Both companies have built their businesses around product excellence, a commitment to positive results for our customers and a focus on clear, measurable outcomes. I’m proud of what the Pathwire team has accomplished, and I’m tremendously excited about this next step on our journey and the many opportunities we can unlock together,” said Will Conway, Pathwire CEO.
The deal is expected to officially close before the end of 2021.