Naveen Bachwani, Head of Marketing Services business, Experian India Private Ltd is an honours' graduate in Geology from St. Xavier's (Mumbai) and a postgraduate in Business Administration. He also has a Master Black Belt in Six Sigma. Prior to joining Experian, Naveen Bachwani led the Business Solutions & Innovation team at Motilal Oswal Securities where he was responsible for Product Development and Customer Engagement. Prior to that, he spent over six years with the ICICI Group in a variety of roles such as Customer Strategy, Program Management, Channel Development and Business Excellence (Quality).
Experian is the leading global information services company, providing data and analytical tools. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to manage their credit relationships and protect against identity theft. Experian’s key markets are financial services, retail, telecommunications, automotive and the public sector. Experian also has a large and growing consumer business through its freecreditscore.com and CreditReport.com brands in the US and CreditExpert and ProtectMyID brands in the UK.
Replying to Yash Ved of IIFL, Naveen Bachwani says, “India has more than 120 million Internet users presently, and also has the 3rd largest Internet population in the world.”
Brief us about the growth of email marketing in India
India has more than 120 million Internet users presently, and also has the 3rd largest Internet population in the world. Every marketer has a basic need : To have the right message, reach the right audience, at the right time. Email Marketing helps address this need more efficiently and cost-effectively than perhaps any other medium of communication. Naturally, the demand for Email Marketing keeps increasing year on year.
How can marketing professionals successfully integrate email marketing in the overall marketing approach?
A successful Email Marketing campaign can help achieve one or more of the following objectives: Drive traffic to a website or landing page, Increase awareness about a brand/product/service, Make users fill a form for more information or click to direct them to another page. If the objective is clear, a targeted communication can be designed to meet that need.
After that, it comes down to using the right platform to deliver the message – there is little point in an email campaign that sends your message to the SPAM folder instead of the Inbox. With the right platform, you can tweak your subject line, content and design, and leverage the platform’s capabilities to maximize Inbox deliverability, as long as you respect the opt-in permissions of the customer.
Experian CheetahMail works with clients across industries to ensure that their e-marketing campaigns get the advantage of the right tools and techniques, to deliver on their marketing and RoI objectives. In the process, we help our clients build engagement with their end-customers, one customer at a time.
Can you name a few clients that you work with?
We have recently added Café Coffee Day, Apnapaisa and Yepme to the existing roaster of clients; Makemytrip, Flipkart, Lemon Tree, Croma, 99labels, Carwale.com and CRY.
What constitutes your revenue?
Experian CheetahMail is the world’s largest permission-based email marketing solution, and constitutes the bulk of our offering in India. In addition, we also offer value-added products and services related to this core offering, in the form of video-based emailers, data quality tools and other enhancements to email.
What is your employee strength?
We are a team of 10 employees at present, that include a mix of Account Management and Business Development resources. We are supported by a larger, shared services structure in India that includes HR, Finance and others. We are also supported closely by Experian global teams in terms of deliverability, infrastructure, product development, etc.