India witnessing growth in transactional/triggered emails: Netcore Solutions

Netcore Solutions achieved a new benchmark by sending an average 150 (1.5Bn) crore transactional emails and 400 (4Bn) crore (promotional emails) per month in the last quarter for their clients across Asia. India has emerged as one of the fastest growing markets for transactional/triggered emails today, which grew by 220% in FY 2016-17.

The volumes have witnessed an upward growth trajectory buoyed by the transformation in the consumption habits and patterns among all consumers preference to access real time information on multiple platforms and channels simultaneously.

This transformation in the consumption habits and patterns among all consumers is what Netcore broadly terms as the rapidly growing age of ‘consumer parallelism’. Owing to this, the company expects transactional/triggered email volumes to double by FY17-18 in Asia.

Commenting on the market scenario, Kalpit Jain, CEO, Netcore Solutions, said, “Netcore Solutions serves more than 300 brands in Asia from across sectors to disseminate transactional/ triggered emails. Earlier organisations in India used their in-house transactional platforms to disseminate information to their customers. But lately due to the surge in the volumes of customer base, demonetization and GST, organisations are outsourcing their transactional/ triggered emails to experts.  With a surge in the e-commerce portals and platforms and the upcoming festive season, we anticipate the transactional/triggered email volumes to grow further by 100% YoY.”

Opportunity Galore: India and Asian market
The Indian government’s thrust towards digitization has provided a fillip to the email marketing business. In addition, GST and demonetization provided an added thrust to the volumes of transactional/triggered emails. The company currently holds around 50-60% of the organized email solutions market in the country. The company serves marquee clients such as Yes Bank, Axis Bank, Religare, India Infoline, Ola Cabs, Vodafone, Shine.com, etc.

Netcore is Asia’s leading transactional/ triggered email solution provider. The company handles 33% of Indonesia traffic, 40% of Philippines's traffic, 25% of Malaysia's traffic, 20% of UAE's transactional/triggered email traffic and 66% of India's [organized] triggered/transactional email traffic, all routed through Netcore. Consequently, Netcore has been witnessing a quarter on quarter revenue growth of 30% from its transactional/triggered emails solution.

Transactional/ triggered emails have 8x open rate as compared to traditional promotional emails.  They also generate 6x more –ROI as compared to age-old practice of “batch & blast”. Using Falconide, India’s largest taxi aggregator attained 0.01 milli sec email latency-- which means the customers received the transactional/triggered response from the brand in real-time.

“Structured email marketing tactics to reduce cart abandonment rates, re-engage and retain customers, and derive more from assessing the customer life value of the customer will gather momentum as it offers a direct measurable impact on the bottom-line and ROIs for the brands. These trends will also give rise to increased use of trans-promotional emails in the future,” Jain concluded.