BENGALURU : Kenscio’s Email Open Time Personalisation for Axis Direct enables customers to make Intelligent Investment Decisions Anytime, Anywhere
IAMAI – The Internet and Mobile Association of India – announced the winners of the 8th Indian Digital Awards during the 12th India Digital Summit, held on the 17th and 18th of January 2018 at the Lalit, New Delhi. The 8th edition of the India Digital Awards aimed to recognize and reward organizations, teams and practitioners who surpassed landmarks and delivered successful business outcomes using digital as a medium.
Kenscio Digital Marketing was awarded under the ‘Best Email Marketing Campaign’ Category for its ‘Two Mailers, Twin Wins! How Real Time Content Worked for Axis Direct by Axis Securities’.
Kenscio’s real-time content at the time of email open, improved engagement and enhanced customer experience for Axis Direct through its twin mailers with 100% real-time content, resulting in 69% and 230% increase in open rate. Axis Direct leveraged Kenscio’s real-time personalisation expertise to create dynamic and engaging content for its customers. These emails display live stock market data and updates right at the time of opening the email, thereby making the content extremely relevant.
Kenscio Digital designed two key research based emails – ‘The Pick of the Week’ and ‘High Conviction Ideas’ mailer to keep pace with an ever-changing investment environment by providing Axis Direct customers with dynamic and real-time information about well-researched stocks with better earning visibility and attractive valuations, at the time of opening of email by its customers. Thereby, enabling customers to make well-informed and quick investment decisions. The twin mailer was designed to provide customers with additional filtered news with reference to the specific stock mentioned.
The twin mailers were enriched with visual cues that provided immediate information to the reader. These cues included, stock recommendations with live potential upside based on current market price along with Success Meters, Markets Now, Countdown Timers and the Latest Stock Market & News Updates.
“The dynamic nature of markets makes it imperative for an investor to acquire up to date information before making an investment. By incorporating real-time stock price and indices movements in our emails, we have been able to make the content extremely relevant and timely for our clients, irrespective of when they open the mailer,” said Sandeep Mohapatra, Chief Innovation Officer, Axis Securities.
He further added, “Real Time Personalization (RTP) at the time of opening of emails, have led to a surge in open rate to 9.85% for ‘Pick of the Week’ mailer and as good as 14.5% for ‘High Conviction’ mailer. Not only this, our click rates have also jumped significantly for both the emailers.”
“This innovation has also been appreciated by our clients who now get instant and easy access to all market relevant information for making investments. The value added by our mailers to make prudent investment decisions of our clients’ is evident in the increased conversions and client engagement that we have received with the introduction of real-time mailers,” he added.
About Axis Direct
AxisDirect is the retail broking vertical of well known BFSI player Axis Securities Limited (ASL). ASL is a subsidiary of Axis Bank – India’s 3rd largest private sector bank.
Kenscio offers innovative marketing technology solutions to brands and enterprises by enabling personalisation and one-to-one communication through Digital Marketing, Big Data, Analytics and creative based solutions and services. This multiple award winning agency has developed a strategic global delivery network to cater to businesses and enterprises across the globe.