Project Information
The Challenges
Investors often view changing market conditions as having negative implications. Consequently, Nippon India Mutual Fund faced the challenge of educating investors about the optimal time to invest in mutual funds.
This campaign was launched during a period of market decline to provide investors with guidance on the ideal market conditions for mutual fund investments. Its purpose was to inform and empower investors to reap positive benefits in any market situation.
About the Campaign
At Nippon India Mutual Fund, we have observed that many investors halt their investments during market downturns and instability caused by various economic factors or unfavorable global events, including pausing or canceling their Systematic Investment Plans (SIPs). Unfortunately, this behavior hampers the investor’s overall wealth-creation journey. We aim to bring about a change in this mindset.
We aim to digitally communicate the most prudent response to investors regarding volatile market conditions, which is as follows:
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Instead of getting discouraged by market fluctuations, view market lows as opportunities rather than threats.
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Trust in SIPs to mitigate the risks associated with volatility, as they provide the benefit of capital appreciation during market upswings and allocate more units during market downturns.
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Consider initiating an SIP in the Nippon India Growth Fund.
The effectiveness of the campaign would be evaluated based on the following metrics:
Kenscio Offered the Following Solutions for the Campaign
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Enhanced Email Delivery and Inbox Placement
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Boosted domain and IP credibility
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Ensured cleanliness of email lists through automated and timely list cleansing
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Continuous monitoring of engagement and analytics
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Proactively identified and suppressed potential spam traps to avoid blacklisting
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Real-time measurement of email campaign performance, including email deliverability, open rate, read rate, delete without reading rate, and subscriber engagement level.
Campaign Execution
Utilizing an ad-hoc campaign strategy with a fixed mailer in this scenario proved to be harmful since it required manual intervention and took 3 to 4 hours to create and deploy the workflow. During this timeframe, the markets could either close or experience changes, rendering the campaign irrelevant and outdated. Additionally, the static mailer would not accurately display the current Sensex value upon opening the email.
However, our automated workflow eliminated manual intervention, resulting in an almost instant time to market. Our technologically advanced workflow, integrated with real-time APIs, calculates the difference in Sensex points from the previous day and promptly triggers the email campaign.
Results
The campaign successfully achieved its objectives, resulting in positive outcomes. The client expressed great satisfaction with the campaign’s effectiveness in accomplishing key business goals.
Conclusion
Nippon India Mutual Fund effectively addressed the challenge of educating investors about the opportune moments to invest in mutual funds amidst changing market conditions. By launching a campaign during a period of market decline, the organization aimed to empower investors with knowledge to make informed decisions and seize opportunities even during volatile market phases.