How to drive customer-centric growth?
Ultimate business benefit of building a strong brand is not always recognized
Marketing teams often lack strategic skills and business acumen
How to orchestrate the Total Experience?
Brand purpose as North Star
Marketing responsible for developing brand message - but does only partly own the actual customer experience
How to shift focus from products to solutions?
Breaking down internal silos
Customer insights basis for all strategic decision making
Axis Direct, an investment and trading service, used dynamic email content determined by the time the email was opened in India.
Axis' email marketing tools were not keeping up with fast-paced financial markets as they were often opened some time after being sent, when they were no longer relevant.
Real-time personalisation was implemented in emails so that content was determined when the subscriber opened the email, changing based on the time of day (e.g.
before the markets open, during trading or after close) and status of the market.
Email open rates rose by 45% and click through rates rose by 100% - and these scores translated into an increase in the volume of trades made through Axis Direct.