Case Study · Email Marketing · BFSI

Client

Tata Capital

Fifty lakh inboxes,
one brand voice

Running email marketing for Tata Capital Financial Solutions - the commercial-finance product suite carried into business inboxes through product, portfolio and festive campaigns, at Tata-grade brand discipline.

50L+

Emails delivered

Campaigns executed

6 mo

Engagement duration

Client

Tata Capital Financial Solutions

Industry

BFSI · Commercial finance

Region

India

Duration

6 months · 20 campaigns

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The Client

A Tata brand, in every business inbox.

Tata Capital Financial Services - "We only do what’s right for you" - serves Indian businesses with a commercial-finance suite running from channel finance and invoice discounting to term loans, working capital, loans against property and equipment finance. The Brand Bee was mandated to run email marketing for Tata Capital Financial Solutions, keeping that full product lifecycle in front of business decision-makers.

Mandate

Email marketing - Tata Capital Financial Solutions

Audience

Business owners & finance decision-makers

Products

Working capital to loans against property - the full commercial-finance suite

The Challenge

Earning attention in the busiest inbox in India.

BFSI is India’s most crowded email category. The programme had to cut through, stay compliant, and keep ten products relevant to each business’s moment - without ever spending the Tata name cheaply.

Inbox competition

Standing out in the most saturated email category in the country - financial services promotions.

B2B relevance

Ten commercial-finance products, each right for a different business at a different moment - segmentation had to do the matching.

Compliance, always

Rates, T&Cs and disclaimers rendered correctly in every send - BFSI email leaves no room for a loose line.

Tata-grade brand discipline

Every template holding the marque, the palette and "We only do what’s right for you" to group standard.

Our Approach

A calendar, a system, a pipeline.

Twenty campaigns in six months, run as one programme - planned on a calendar, designed as a system, measured as a pipeline.

Campaign calendar & segmentation

A 6-month calendar of 20 campaigns across three streams - single-product pushes, full-portfolio mailers and festive moments.
List segmentation by product fit and relationship stage, so a loan-against-property offer reached property-backed businesses, not everyone.
Personalised merge fields - customer and company names - on every send.

Emailer design & copy system

A template system in the Tata Capital identity - hero, benefit strip, product band, single CTA, compliant footer.
Benefit-first copy: minimum documentation, interest rates from 10.5% p.a., peak limits for seasonal requirements.
Festive editions - the Diwali mailer - keeping the brand warm between offers.

Deliverability & testing

List hygiene, throttled sends and sender-reputation care to keep 50+ lacs emails landing in the inbox.
A/B testing on subject lines and send times, with learnings rolled into the next campaign.

Measurement & lead handoff

Campaign-level reporting - delivery, opens, clicks and enquiries - reviewed against BFSI benchmarks.
Know More and Apply Now journeys wired to the sales funnel, so engagement became enquiries the team could act on.

Capabilities enabled

Email marketingCampaign strategy & calendarEmailer design & copywritingSegmentation & personalisationA/B testing & deliverabilityLead generation

◆The Work

The creative that carried it.

A look at the work The Brand Bee produced for Tata Capital Financial Solutions - three emailers from the programme. Click any to read the full mailer.

Read emailer

Product Emailer · Loan Against Property

Unlock the hidden potential of your property. A single-product push - benefits up top, rates from 10.5% p.a., minimum documentation, one Know More.

Read emailer

Portfolio Emailer · Financial Solutions

Turn all your business dreams into reality. The full commercial-finance suite in one band - channel finance to construction equipment loans - signed by the COO, Commercial Finance.

Read emailer

Festive Emailer · Diwali

It’s time to light up your dreams. The festive edition - a warm brand moment first, the product portfolio as a gentle reminder after.

Results

Fifty lakh sends, measured all the way down.

Six months, twenty campaigns - reported at every step from delivery to loan enquiry.

50L+

Emails delivered across 20 campaigns

8L+

Unique opens at a 16.4% average open rate

10,000+

Qualified loan enquiries handed to sales

98%+ delivery rate held across 50+ lacs sends through list hygiene and sender-reputation care.
Average open rate of 16.4%, ahead of the ~12% BFSI norm, with subject-line A/B testing lifting opens campaign on campaign.
1 lac+ clicks at a 2.1% click rate - a 12.6% click-to-open that shows the mailers were read, not just opened.
Product segmentation did the matching - the Loan Against Property push drew the strongest response of the single-product campaigns, while the Diwali festive mailer recorded the highest open rate of the programme.
Unsubscribes held under 0.2% - frequency and relevance in balance across all 20 campaigns.
10,000+ Know More and Apply Now enquiries passed to the commercial-finance sales funnel.

The Outcome

A product suite, kept front of mind.

Across six months and twenty campaigns, The Brand Bee turned Tata Capital Financial Solutions’ email channel into a disciplined, measured pipeline - fifty lakh brand-perfect sends, engagement ahead of category norms, and a steady stream of qualified enquiries into the sales funnel.

Deeptanshu Bansal

Founder & CEO, The Brand Bee

Towards Better

Fifty lakh inboxes,
one brand voice

A Tata brand, in every business inbox.