Using Email to Build Customer Equity

Off late, India has been going through a golden period when it comes to investing. 2021-30 is in fact being called the decade of the Indian equity market with the rising evaluations, some big IPOs, and an impressive growth in startups. The number of individual investors in the market has increased by a whopping 142 lakh in FY21, with 122.5 lakh new accounts at CDSL and 19.7 lakh in NSDL, a report said. Also, the share of individual investors in total turnover on stock exchange has risen to 45% in 2021 from 39% in Mar '20, as shown by NSE data.

We came together with our good friends at AngelOne. Using email as a channel, we created a customer centric engagement plan for educating, engaging & acquiring new customers. Subject matter experts at ValueFirst evaluated the potential & created a scalable email engagement plan with three objectives:

1. Creating new business opportunities for Angel One

2. Holistic customer engagement model  

3. Building top of mind brand recall

Some of the key highlights of the campaign were:

• A hyper-personalised model with focus on names, subject lines, and real-time content
• 45-day long IP warm-up exercise to ensure high IP reputation
• Day-on-Day testing to achieve about 95% inbox placement and device rendering
• Using our advance bounce management and email validation offerings to provide a clean email list

The solution received a GOLD at IAMAI India's India Digital Awards in January 2022.