Madura Fashion's Stay Relevant in the Inbox and Wins India's Top Email Marketing Award

CIOReview Team | Friday, 26 February 2016, 09:30 IST

Aditya Birla’s Madura Fashion won industry recognition at the recently concluded India Digital Summit for its online venture

“We are continuously looking for ways to deepen the personal connection between the brand and our customer through digital messaging channels throughout the customer journey, says Shivanandan Pare, Head Ecommerce & Chief Digital Officer at Aditya Birla Fashion and Retail Limited. “While email marketing is still the number one digital channel in terms of ROI, it is constantly evolving, and our customers are beginning to expect more from our communications. With Mode Agile, we are able to offer a new experience every time a user opens our email for”.

According to Mr. Pare, Mode Agile delivered higher conversion rates when benchmarked against traditional email offers campaign for “The Happy Hours Sales campaign had times specifying the time of the ongoing sale and this drove urgency. The countdown timer helped increase the email conversion rate by as high as 200% when compared to the average of the preceding monthly campaigns. Open rates showed an improvement by 40%, and an overall 50% increase in conversions and attributed revenue”, says Mr. Pare.

This innovation suitably impressed the select awards jury at IAMAI’s India Digital Summit (February 2016). Madura Fashion & Lifestyle’s ( Happy Hours campaign was voted as one of India’s Top 3 Digital India 2016 best email campaigns for 2015.

Commenting on this industry recognition for, Samarth Saxena, Director & Co-founder, Octane Marketing ( said, “Email continues to be India’s Top 2 digital channels for customer acquisition or engagement. However undifferentiated Batch and Blast Email campaigns are losing impact. India’s Marketers are looking to make email more compelling and personalized. It is in this context that our new offering, helps brands pull in data from other channels – whether that’s social media, live inventory, local stores or your website- helping offer a new experience every time a user opens email communication.”

“ModeAgile’s end-to-end personalization engine works with any ESP and allows marketers to automate, optimize, and personalize campaigns to drive online and offline sales. What’s unique about contextual marketing is that it can be used at every stage of the consumer lifecycle. From first touchpoint welcome emails to re-engaging high-value dormant customers, our clients are reporting tremendous results when compared against traditional email communications.”