Axis Securities

Axis Direct increases its open rate by 27% and click rate by 24% with Netcore Cloud’s AI-powered email delivery

Key Results
Uplift in open rate
Uplift in click rate


Axis Direct is a part of the lineage of Axis Group and a subsidiary of Axis Bank – India’s 3rd largest private sector bank that has more than 20 million clients. As the Axis Securities team, they provide investment solutions and a wide spectrum of Axis bank’s offerings.

Industry: Banking/Finance

Location:  India

Category: Email

Solution used: Email, STO, and AMP

Challenges :

Axis Direct was running a recurring series of email campaigns with similar content, leading to a drop in open rates and click rates. The engagement rates for their email subscribers were gradually declining.

The primary challenges were:

  • Increase the open rates
  • Increase the click rates
  • Improve the engagement
  • Increase brand awareness




Sender name experimentation

Netcore Cloud suggested experimentation with different sender names to improve the email engagement. After trying a few, Axis Direct finalized a sender name that came across as trustworthy, relevant, and easily recognized. 

Increased brand visibility and recognition

Netcore Cloud helped Axis Direct adopt brand logo image in gmail profile. It increased the visibility and recognition of the Axis Direct brand in the inbox, even before the users opened the email.

AI-based Send Time Optimization strategies

Netcore Cloud leveraged its AI engine Raman to devise Send Time Optimization (STO) strategies for Axis Direct. The brand analyzed the customer’s historical data and identified the most responsive times for individual users.

Dynamic and compelling engagement

As recommended by the Netcore Cloud team, Axis Direct integrated the unique capabilities of AMP to engage with the email recipients dynamically. Countdown timers within the email created a sense of urgency to respond.


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