Objective

The Aditya Birla Group wanted to make users sign up for their 30 days trial membership of the money management solution.

Overview

Aditya Birla Group offers end to end financial solutions for the users’ money needs. They also have various protecting, investing, and financing solutions for better money management. The client had created an Online Personal Finance Management Solution.

The overall objective was to increase awareness about their new Online Personal Finance Management Solution amongst the masses. Additionally, the Birla Group also wanted to increase signups for their recent 30 days trial membership of the money management solution.

Initially, the client began with a small volume of around 1 million for this campaign. We used email marketing to target the desired audience base for getting better ROI through this promotional campaign.

Goals

Throughout the campaign, the client wanted the following goals to be achieved:

• Increase awareness and spread a word about their new Online Personal Finance Management Solution.
• The client wanted to target males aged 25 years or above – either salaried or self-employed – with this campaign. Geographically, the prime focus was on the metro cities, that are Delhi, Mumbai, Bangalore, Hyderabad, Chennai, and Kolkata.
• We were to target the people who have an annual income of 3 Lac rupees or more.
• The client was expecting a minimum of 6% opens throughout the email marketing campaign.
• Also, they wanted a minimum of 0.8% of the click-through rates from EDM shoots.

Approach

We used the following approach to meet the client’s expectations:

• Since the client wanted to target only those salaried or self-employed individuals who have an income of more than 3 lacs per annum, we made our email marketing extremely targeted. The client wanted us to give more focus on males aged 25 years or above.
• People from metro cities - Delhi, Mumbai, Bangalore, Hyderabad, Chennai, and Kolkata – were to be targeted.
• Initially, the client started with a small volume of just 1 million. But since we outperformed their expectations, that they increased the volume to 10 million EDM shoots in a period of 6 months.
• We sent 40 million emails to the target audience as specified by the client.
• The campaign was of the cost-per-send type, and it performed exceptionally well. The client was able to get better brand awareness along with a vast number of signups to their new program.

Results

• The client was expecting a click-through rate of 0.8%, and we were able to provide a CTR of 1.2%
• We managed to provide the client with 4,80,000 clicks on the EDM shoots that we did during the campaign of 6 months.

Conclusion

We were getting new subscribers daily, and new email lists were used almost immediately. We were able to outperform the client’s expectations and helped them generate business through their new program of 30 days trial membership of the money management solution.