multichannel targeting and retargeting via email and mobile achieves - - phenomenal above industry open rate of 10.77% - 25% of the total online sales

1. a Case Study
SMS
How UTI Mutual Funds achieved
25% online revenue with
Multichannel (Email+Mobile) marketing

2. at UTI Mutual Funds
Meet the Digital Marketing Head
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3. Wants to devise an email strategy to
PROMOTE AND
DRIVE SALES
for their latest NFO offering
*New Fund Offer (NFO)
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4. however...
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5. Traditionally people don’t buy mutual
funds online and prefer to buy through
offline medium
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6. So if they don’t convert (invest)
through email,
how does email help?
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7. mostly to
create the
buzz
NFO
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8. In a market flooded with many similar products
…but also to…
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9. and..
Influence
purchase decisions
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10. I need a good email strategy
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11. …and the
email program
was designed
netCORE
email experts
got to action..
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12. with an innovative idea of
multichannel
targeting and retargeting
Investors and Distributors
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13. Email about the NFO
Call from UTI Customer
Care on NFO details
Customer now well
informed about the product Purchases online
Ignores
Clicks email
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14. Email about the NFO
Call from UTI Customer
Care on NFO details
Customer now well
informed about the product Purchases online
Email about the NFO
Gentle SMS reminder
to check email
2nd email (reminder to open)
Ignores
Clicks email
CASE STUDY OF

15. Email about the NFO
Call from UTI Customer
Care on NFO details
Customer now well
informed about the product Purchases online
Email about the NFO
Gentle SMS reminder
to check email
2nd email (reminder to open)
Ignores
Clicks email
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16. Email about the NFO
Gentle SMS reminder
to check email
Call from UTI Customer
Care on NFO details
Customer now well
informed about the product Purchases online
2nd email (reminder to open)
Gentle SMS reminder to
check email
Lead drop
Ignores
Clicks email
CASE STUDY OF
3nd email (drives urgency)

17. Email about the NFO
Gentle SMS reminder
to check email
2nd email (reminder to open)
Call from UTI Customer
Care on NFO details
Customer now well
informed about the product Purchases online
2nd email (reminder to open)
Gentle SMS reminder to
check email
Lead drop
Call from UTI Customer
Care on NFO details
Customer now well
informed about the product Purchases online
Ignores
Clicks email
CASE STUDY OF
3nd email (drives urgency)

18. Email about the NFO
Gentle SMS reminder
to check email
Call from UTI Customer
Care on NFO details
2nd email (reminder to open)
Gentle SMS reminder to
check email
3nd email (drives urgency)
Customer now well
informed about the product Purchases online
Lead drop
Ignores
Clicks email
CASE STUDY OF

19. Email creative
- Brand positioning
- Easy to follow call-to-actions
Time Optimization
User behavior analyzed and email
sent between 10 am-12 pm when
they were most active
Subject line Optimization
Short subject line + Personalization
(Split A/B test performed)
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20. Has it benefited?
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21. Results
Reminder notification to check email saw a phenomenal above industry
open rate of 10.77% for distributors and 5.98% for investors.
Systematic multichannel targeting and retargeting approach achieved 162.69% higher
response from investors and 97.2% from distributors (as against sending a single emailer)
The email promotion contributed to 25% of the total online sales (Source: Client)
Open rates of Mutual funds Industry are 6% (Source: netCORE)
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