Digital

BC Web Wise’s guide to email marketing: From execution to strategy

Published

2 years ago

June 3, 2024

Mumbai: In today’s social-first world, email marketing is one of the tools which tends to get ignored by marketers. While we all agree that email is probably the most effective way to reach the target audience directly with personalized content, it rarely gets its pride of place among other exciting marketing tools like short-form videos and brand films.

Before we start, let’s look at some stats. Firstly a whopping 87 per cent of marketers say that email marketing is a crucial part of business success. According to a Hubspot Marketing Trends survey, 51 per cent marketers selected email marketing as the most effective channel for marketing. And if you’re still skeptical about the effectiveness of email marketing, then here’s the kicker – Email marketing offers an unbeatable ROI of $36 for every $1 spent.

BC Web Wise, a leading digital marketing agency, offers a comprehensive guide to effective email marketing, taking you from strategic planning to successful execution.

Your Effective Guide to Email Marketing

Email marketing can play an integral role across the marketing funnel by helping build brand awareness, increase consideration and lastly drive sales! It is not only a cost-effective way to reach your audience, but is also easy to track and gives you valuable insights to measure your campaign.

Here are the steps to get started on your email marketing strategy.

Step 1: Define Your Goals and Target Audience

● SMART Goals: Before you begin, make sure to establish clear and specific goals for your email marketing efforts. Are you looking to generate leads, boost brand awareness or drive sales? Ensure your goals are Specific, Measurable, Attainable, Relevant, and Time-bound (SMART).

● Know Your Audience: Make sure you spend enough time to understand your audience. You can do this by creating consumer personas and accordingly tailor your email content and messaging to the specific needs of each persona.

Step 2: Building Your Email List

● Opt-in Forms: As the digital world prepares for a ‘cookie-less’ future, it’s paramount that brands focus on first-party data collection via opt-in forms on their website, app downloads and social media platforms.

● Lead Magnets: One of the most effective ways for B2B businesses to get customers to share their email address is by sharing relevant content such as ebooks, white papers, reports, etc. On the other hand, B2C customers can offer customers discounts and offers in exchange for their email addresses.

Step 3: Crafting Compelling Email Content

● Subject Lines: This one’s a no-brainer. One of the most effective ways to drive email opens is through the effective use of subject lines. Make sure to grab the user’s attention with clear, concise, and benefit-oriented subject lines that entice them to open your email.

● Email Design: Emails offer brands the opportunity to tell their story through visually appealing designs which follow a clear structure, using high-quality images and calls to action (CTAs).

● Personalization: One of the most important features of email marketing is the ability to personalize it for the user. Additionally the audience can be segmented based on their interests, and content can be tailored accordingly.

● Compelling Content: Make sure to provide content that educates, entertains, or solves problems for your audience. Use storytelling, industry insights, and product updates to keep them engaged.

Step 4: Optimizing for Deliverability and Engagement

● Email List Hygiene: Maintain a clean email list by removing inactive subscribers to improve deliverability rates.

● Mobile-Friendly Design: Ensure your emails are optimized for mobile devices, as many users check their email on smartphones.

● A/B Testing: Test different subject lines, email formats, and CTAs to see which one resonates best with your audience and improve campaign performance.

● Analytics and Reporting: Track key metrics like open rates, click-through rates, and conversion rates to measure success and identify areas for improvement.

Step 5: Automate and Integrate

● Email Marketing Automation: Utilize email automation tools to streamline processes like welcome emails, abandoned cart reminders, and post-purchase follow-ups.

● CRM Integration: Integrate your email marketing platform with your CRM system to gain a holistic view of customer interactions and personalize communications further.

By following these steps, you can develop and execute effective email marketing campaigns that achieve your business objectives and nurture strong customer relationships.

The author of this article is BC Web Wise, senior creative director Yorick Pinto.

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Digital

Bartronics India unveils AI-powered voice app to scale agritech platform

Published

1 week ago

February 6, 2026

indiantelevision.com Team

HYDERABAD: Bartronics India Limited is stepping up its agritech ambitions with plans to launch a voice-first, multilingual AI-powered application in March, following a successful pilot across Maharashtra and Uttar Pradesh.

The pilot phase saw strong engagement from farmers, supported by assured produce off-take through partnerships with SNN and Origo Commodities. Drawing on on-ground feedback, the company is now upgrading the platform to enable deeper interaction, data-driven intelligence and scalable adoption across rural markets.

At the heart of the revamp is AI-enabled voice interaction in major regional languages, including English, Hindi, Marathi, Telugu and Kannada. The voice recognition and conversational agent framework is being developed by Ampivo Smart Technologies, aimed at transforming the app into an intuitive digital assistant for farmers.

Once launched, the platform will offer voice navigation, real-time alerts, contextual advisories, educational tools and interactive knowledge support, designed to improve decision-making across the agricultural value chain.

The application will also capture consent-led farmer data to connect users with electronic mandis and wider marketplaces, while enabling participation in sustainability-linked initiatives such as carbon credit programmes.

Bartronics India managing director Vidhya Sagar Reddy, said the voice-first approach reflects how rural communities naturally engage with technology and forms the foundation of a broader rural intelligence layer under Project Avio Agritech. The company aims to onboard 20 million farmers over the next three years.

Bartronics India currently operates across nearly 5,000 villages, delivering last-mile banking and digital financial services, and is expanding into integrated agritech and agri-trade solutions through its Project Avio platform.

Digital

Messi magic kicks off in India as immersive football experience lands

Published

1 week ago

February 5, 2026

indiantelevision.com Team

MUMBAI: When football dreams need a passport, Lionel Messi is ready to stamp it. The Messi Experience – A Dream Come True, the internationally touring immersive exhibition dedicated to one of sport’s most influential figures, is heading to India this March as part of its 2026 world tour. After successful runs across Buenos Aires, Puerto Rico, Panama, Beijing, Chicago, Mexico City, Miami, Los Angeles and São Paulo, the exhibition will make its India debut in Mumbai on March 20, 2026, before moving to Bengaluru from June 19, 2026. The shows will be staged at Century Mills in Lower Parel, Mumbai, and Bhartiya City Mall in Bengaluru.

Produced and promoted by Bookmyshow Live, the experience promises to pull fans inside Messi’s journey, not just his match highlights. “I am thrilled to see this project come to life and bring fans even closer to me both on and off the field,” Messi said, adding that the exhibition would allow Indian fans to relive the most unforgettable moments of his career.

Designed as a 75-minute, multi-sensory walkthrough, the exhibition unfolds across nine themed zones, blending artificial intelligence, immersive environments and exclusive content. Visitors can train like Messi, step into recreated match moments and explore personal stories that shaped his rise from his early days in Rosario to lifting the World Cup trophy in Qatar.

Bookmyshow chief business officer for live events Naman Pugalia said the India debut marks a milestone for football fandom in the country. He described Messi as a global cultural icon whose story transcends sport, adding that the exhibition reflects the company’s ambition to bring world-class immersive entertainment to Indian audiences.

Beyond the storytelling, the experience also features an official merchandise store and an activation zone, extending engagement beyond the exhibition halls. Whether for lifelong fans or first-time followers, The Messi Experience aims to turn football history into a walk-in memory, one that lets India play along with a living legend.

Digital

Work stress tops India’s mental health talk, not heartbreak or headlines

Published

2 weeks ago

February 5, 2026

indiantelevision.com Team

MUMBAI: When India opens up about mental health, the conversation keeps clocking in at work. A new conversation analysis by Consuma, an AI-native consumer insights platform, shows that workplace pressures are the most frequently discussed trigger in online conversations around mental health awareness in India. The study analysed 136,695 public conversations across Twitter, Reddit, Youtube and Instagram between January 1 and December 31, 2025. Within a focused subset of 20,272 conversations that explicitly discussed what triggers mental health awareness, nearly half 49.72 per cent pointed to work-related stressors, making employment the single largest trigger category online.

The findings echo concerns flagged at the policy level. India’s Economic Survey 2024–25 has already warned that hostile work environments and long working hours can hurt mental wellbeing and productivity. Online conversations suggest employees are feeling the strain long before policy catches up.

Among work-related triggers, poor work–life balance dominates the discussion at 24.37 per cent, followed by general workplace stress at 21.85 per cent and toxic work culture at 15.90 per cent. Long working hours account for 9.57 per cent of mentions, while job insecurity features in 7.50 per cent.

The numbers are backed by sharp, candid commentary. One user writes, “Most Indian employers overcomplicate employee wellness. Let people work async. Let them go for a run in the afternoon. Let them sleep in when their body needs it.”

Consuma notes that these findings apply only to conversations that explicitly discuss triggers for mental health awareness, not the entire universe of mental health discussions online.

The data shows that mental health discourse in India is overwhelmingly driven by adults in their prime working years. People aged 25–34 contribute 50.51 per cent of conversations, while those aged 35–44 account for 34.35 per cent. Together, they represent 84.86 per cent of the discussion.

Work stress, however, is not acting alone. Societal and educational pressures make up 33.98 per cent of trigger conversations, including societal expectations (14.42 per cent), academic pressure (13.92 per cent) and parental pressure (6.09 per cent). One widely echoed sentiment reads, “Indian parents will raise you with a roof over your head, food in your stomach, and shame in your soul.”

Taken together, the data points to a compounding “pressure stack” faced by working-age Indians balancing career demands alongside cultural expectations, education-linked anxiety and family pressure, all while chasing conventional life milestones.

Interestingly, the conversation is not limited to venting. Of the 26,311 conversations analysed for broader mental health themes, discussion is almost evenly split between core challenges (48.05 per cent) and solutions or support systems (43.81 per cent).

Mental health crises dominate the challenge cluster at 32.58 per cent, followed by stigma and lack of awareness at 20.27 per cent. On the solutions side, people lean towards culturally familiar, self-directed approaches rather than institutional pathways. Holistic practices such as music therapy and spiritual wisdom account for 17.34 per cent, practical stress management for 13.72 per cent, celebrity-led awareness for 7.64 per cent and government initiatives for 6.51 per cent.

The shift suggests that people are not only asking “what’s wrong?” but increasingly “what can I do?”even if the answers remain personal and decentralised.

Consuma’s analysis also zooms in on women’s health conversations, where mental wellbeing outweighs physical health topics. Among 1,934 women’s health conversations analysed, mental health accounts for 51.14 per cent, surpassing reproductive and gynaecological health at 37.07 per cent.

Younger adults dominate this space, with 18–44-year-olds contributing over 81 per cent of the discussion. In women’s health awareness triggers (3,489 conversations), societal factors lead at 45.2 per cent, closely followed by mental health drivers at 41.7 per cent.

Healthcare-related challenges appear less frequently at 7.4 per cent, but the tone is striking. Misdiagnosis and medical gaslighting recur as trust-breaking themes. One user notes: “Going to doctors is useless in India as a woman. First, they tell you to lose weight… Then they tell you that you are imagining it or that you are sensitive.”

The report was generated using Consuma’s AI-powered Rapid Research Platform. The dataset was cleaned for noise and duplicates and classified using a multi-coding methodology. Source-wise, the conversations came from Youtube (77,544), Twitter (41,121), Reddit (9,283) and Instagram (8,747).

In a digital space often crowded with noise, the findings paint a consistent picture, for India’s online audience, mental health conversations begin not in therapy rooms or hospitals, but at the workplace and the clock is still ticking.