The Future Of Email Marketing in India

Email is alive and here to stay for long, with nearly 122,500,453,020 emails sent per hour in India. Though marketers around the world adopt advanced email personalization, India leaves no stone unturned to win the email game.

A decade back, things were different when internet penetration was poor and e-commerce wasn't so fierce. Over the years, though, things have changed dramatically.

First of all, in India, the sending frequency seems to be very high. At least one email a week is sent by about 59 percent of email marketers and 29 percent of marketers send an email daily. More than 50,000 emails are sent out daily by 30 percent of marketers.

Secondly, email is welcomed as a special program by most email marketers, deployed for new signups or registrations. Discount coupons remain limited to 20% of advertisers who want to do so as a policy. According to the AIMIA 2014 Loyalty Report, 45% of Indian consumers replied to 'Email deals' when asked about the behaviors that contribute to maximum interaction, which is 300 percent more than US customers (15 percent).

There is less emphasis on relevant information, using shared vs. dedicated IP, list hygiene, etc., unlike western businesses. More marketers are now, however, also aware of strategies such as email behavioral retargeting rather than solely relying on batch and blast. 86 percent of marketers believe the secret to effective emailing in India is behavioral targeting.

With more advertisers choosing to invest in advanced email marketing, more businesses looking forward to investing in the Indian email industry, eventual development in advanced ESPs and so much more, there will definitely be a glorious future for email marketing in India.

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