Enhance E-mail Deliverability and Inbox Placements for Nippon India
About the Company
Nippon Life India Asset Management is an asset manager of Nippon India Mutual Funds. Nippon Life Insurance company is a leading Japanese firm that offers a wide range of financial products, including individuals, group life, and annuity policies. There are distribution channels mainly used by face-to-face sales channels for its traditional insurance products.
The company started as Reliance Nippon Life Asset Management Limited. Later on, it was renamed Nippon Life India Asset Management Limited on 13th January 2020.
The company is operational in Japan, North America, Europe, Oceania, and Asia. It conducts Asset Management operations in Asia through its subsidiary Nissay Asset Management Corporation, which manages assets globally.
Nippon Life Insurance Company is the promoter of NAM India with a holding of 73.97% shares (as on 30th September 2021) of its total issued and paid up equity share capital.
Company’s Profile
* Nippon Life India Asset Management Limited email campaign is the most effective communication tool that provides end-to-end transparency on net asset value details.
* With a solid subscriber base, NAM India can now reach out to their investors by eliminating the risk of regulatory lock-ins posed by reliance on postal channels for information dissemination of any NAV updates. A new feature is introduced which is known as NAV ticker for our customers. This feature allows our customers to check the NAV of the scheme at any point in time. They don’t need login credentials to avail this facility.
About the Campaign
➖The campaign was designed to offer a simple and easy approach for the investors to track their investments.
➖The campaign will help to provide real-time NAV value by integrating the portal and website for auto updates.
➖It allows the users to easily track the time remaining for them to get NAV from the portal itself with the help of an attached timer.
➖The campaign will highlight the fund performance of the Nippon India Pharma fund in an automated way with the help of a dynamic API, which would serve real-time information to the investor to invest through digital channels.
Key Objectives of the Email Campaign
➖To improve the deliverability and overall placement of the inbox.
➖To enhance the engagement by increasing the open rates and click-through rate.
➖To enhance the email communication between the brand and the users.
➖To position the brand as the most user-friendly and digital-friendly Asset Management platform for investors.
➖To reach out to the maximum users and promote cross-selling activities.
➖Improve the user experience in terms of email communication
➖Provide a seamless experience for the customers and improve the brand-customer affinity.
➖Plan the campaigns based on city, age groups, and various aspects of the client.
➖Track click-through rates per geographical location and analyze the bounce rates of the email.
➖To prevent the triggering of spam filters and improve the open rates and click-through rates to reach the inbox placement up to 90%.
Marketing Challenges
With the launch of the campaign, there were significant challenges for the Kenscio team and the team from Nippon India.
The Bottlenecks of the Marketing Campaign are mentioned below:-
➖According to the guidelines issued by SEBI, if any campaign displays MF returns, the fund performance number has to be refreshed monthly. For example, if a creative is rolled out on 21st July can only depict the fund performance for 21st June.
➖The creatives cannot be repeated in other months. Different creative with fund performance numbers and compliance approval converting it into HTML must be repeated repeatedly.
➖Required API enabled in the same HTML reducing our go-to-market TAT significantly.
Executions of the Campaign
Following steps taken to execute the campaign
✔️An email deliverability audit was conducted to highlight the issues behind the lack of email deliverability.
✔️The team at Kenscio identified the IP and domain reputation of the client. The team used best-in-class email deliverability Intelligence and real-time insights to identify the key issues.
✔️The issues like ESP-specific spam block and black list issues were addressed during the campaign.
✔️An active set of audience was created based on the recency of the activities.
✔️Later, the audience for segmented groups and the campaigns were executed per the pre-defined plan.
✔️The team worked hard to reduce the setup time and introduced self-provisioning of accounts and a powerful list of segmentations for the clients.
✔️The database was segmented to execute the campaigns as per the plan.
(a.) Create reports based on the time frame, email category, ISP, geographic, and device type.
(b.) A/B testing of email subject lines and high-quality content were considered to ensure a high degree of inbox placement.
Solutions
✅Increase in deliverability and inbox placement.
✅We were able to manage the domain and IP reputation.
✅The plans were executed and monitored to scale up the volume.
✅We insert the hygiene of the email list that is time-triggered and automated list cleaning.
✅Check the subject line and the content score to track the email campaign’s performance.
✅Handle engagement monitoring and Analytics.
✅Triggered the spam and Blacklist alert to suppress potential traps of spam.
✅Measure the email campaign’s performance in real-time with email deliverability intelligence, email open rate, and subscriber engagement level.
The Outcome of the Campaigns
⏩Successful campaigns help to increase readability, appearance, and impressions.
⏩It increased the overall inbox placements up to 99%.
⏩There were significant improvements in the sent volume, which was 18, 51,649.
⏩The open rate of the email was 21%.
⏩There were significant improvements in the sender IP and domain reputation.
⏩The ratio of spam and bounce rate reduced drastically.
⏩There was an increase in click-through rate while the overall conversion rate was 18% of the total clicks.
