Category: Creative Sub-category: Direct - Direct Response – Emailers 10E Brand Name: Aditya Birla Capital- Mutual Fund Objective To leverage the excitement and anticipation of the then upcoming Union Budget 2018 by engaging the audience through a survey. The result was shared post Budget with the views of the fund house.

Union Budget 2018 Investor communication campaign for ADITYA BIRLA SUN LIFE MUTUAL FUND (ABSLMF)

The anticipation E-mailer sent to solicit investors’ views and expectations on the upcoming Union Budget 2018

Pre-budget survey e-mailer SUBJECT LINE – Union Budget 2018: What's on your wish list? E-MAILER SENT ON – January 22nd, 2018 OPEN RATE – 9.04% Pre-budget survey e-mailer

The engagement A series of e-mailers were sent across 6 days for the investors to be engaged and also gain knowledge on terms of investment that the Union Budget should help with. This series decoded the B,U,D,G, E, and T of Budget.

Decoding Budget – B for ‘Beating Inflation’ THEME – B for ‘Beating Inflation’ SUBJECT LINE – Budget 2018: Is inflation your biggest worry? E-MAILER SENT ON – January 24th, 2018 OPEN RATE – 8.16% FORMAT – GIF Decoding Budget – B for ‘Beating Inflation’

Decoding Budget – U for ‘Understand financial instruments’ THEME – U for ‘Understand financial instruments’ SUBJECT LINE – Budget 2018: Looking out for the right financial instrument to invest? E-MAILER SENT ON – January 25th, 2018 OPEN RATE – 7.4% FORMAT – GIF Decoding Budget – U for ‘Understand financial instruments’

Decoding Budget – D for ‘Diversify your investments’ THEME – D for ‘Diversify your investments’ SUBJECT LINE – Budget 2018: Wondering how to manage your investments efficiently? E-MAILER SENT ON – January 27th, 2018 OPEN RATE – 12.92% FORMAT – GIF Decoding Budget – D for ‘Diversify your investments’

Decoding Budget – G for ‘Grow your wealth’ THEME – G for ‘Grow your wealth’ SUBJECT LINE – Budget 2018: Missed out on leveraging the right opportunity? E-MAILER SENT ON – January 28th, 2018 OPEN RATE – 10.99% FORMAT – GIF Decoding Budget – G for ‘Grow your wealth’

Decoding Budget – E for ‘Expert advice’ THEME – E for ‘Expert advice’ SUBJECT LINE – Budget 2018: Seeking suitable investment advice? E-MAILER SENT ON – January 29th, 2018 OPEN RATE – 15.2% FORMAT – GIF Decoding Budget – E for ‘Expert advice’

Decoding Budget – T for ‘Tax efficiency’ THEME – T for ‘Tax efficiency’ SUBJECT LINE – Budget 2018: Are your investment returns taxable? E-MAILER SENT ON – January 30th, 2018 OPEN RATE – 38.9% FORMAT – GIF Decoding Budget – T for ‘Tax efficiency’

The outcome E-mailer sent to announce the results of the pre-budget survey for the investors to know how the majority of them are thinking

SUBJECT LINE – This is what the pre-budget survey report has to say E-MAILER SENT ON – January 31st, 2018 OPEN RATE – 49.18% Open rate – 49.18%

The relevance E-mailer with the positives, negatives, and the overall way to beat the Budget as per ABSLMF sent to 4 segments of investors. The fund house’ report contained points most relevant to the segment

THEME – E-mailer sent to the Young Salaried Individuals SUBJECT LINE – Impact of Budget 2018 on you! E-MAILER SENT ON – February 2nd, 2018 OPEN RATE – 10.5% Open rate – 10.5%

THEME – E-mailer sent to the Small and Medium Enterprises SUBJECT LINE – Impact of Budget 2018 on you! E-MAILER SENT ON – February 2nd, 2018 OPEN RATE – 7.98% Open rate – 7.98%

Open rate – 10.41% THEME – E-mailer sent to the Women and Homemakers SUBJECT LINE – Impact of Budget 2018 on you! E-MAILER SENT ON – February 2nd, 2018 OPEN RATE – 10.41% Open rate – 10.41%

Open rate – 17.51% THEME – E-mailer sent to the Retired Individuals SUBJECT LINE – Impact of Budget 2018 on you! E-MAILER SENT ON – February 2nd, 2018 OPEN RATE – 17.51% Open rate – 17.51%

The consolidation E-mailer sent to thank investors who took the survey and share the key highlights of the Union Budget 2018

SUBJECT LINE – Thank you for participating in our pre-budget survey E-MAILER SENT ON – February 12th, 2018 OPEN RATE – 56.07% Open rate –