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How The Indian Express updated news in delivered emails with Mailmodo

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“At first, implementing dynamic RSS feed in email was just our idea, nobody had ever done this. But the Mailmodo team was ready to give it a shot and created the template. Now, we’re looking to scale to budget updates, sports news, election results etc.”

Vaibhav Khanna

Sr. Manager, Subscription Growth

TLDR;

Goal: TIE wanted to make email newsletters dynamic to increase user relevancy
Approach: They integrated RSS feed into emails with news updating thrice a day dynamically
Outcomes: The email newsletter showed up-to-date news in the morning, afternoon, and evening with dynamic AMP emails

What can you get out of this

  • How to update emails post delivery dynamically
  • How to remove stale news from emails and keep newsletters up-to-date
  • Use cases of dynamic RSS feed in email

The Focus-

The Approach-

The Outcome-

Journey Forward-

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About The Indian Express (TIE):

The Express Group is one of India's largest media conglomerates with 31 national editions, 15 publication centers, and four language dailies that reach over 3.31 million people daily. The multiple-edition newspaper, which is also one of the India’s largest digital news group reaching over 200 million unique users/month in six languages across the world, influences thought and policy across the country.

Challenge: Stale news in email and decreasing relevance of email newsletters

  • Vaibhav, Sr. Manager of Subscription growth realized that interest in email newsletters was dying down. Subscribers were opting for the apps and aggregators for real time, up-to-date news. As the news was constantly evolving, news in email was becoming stale quickly, sometimes even within 6-8 hours. The effectiveness and user-relevancy of email newsletters was getting diminished due to stale news in email.
  • But, email was important as it was a direct channel to a dedicated base of IE subscribers.
  • So he looked for ways to make email newsletters more relevant to users.

“Subscribers receive newsletters multiple times in a day, and if they see it a few hours later, the news becomes stale and outdated. In an era of apps and aggregators updating in realtime, stale news in email is a huge challenge. So we had to find a solution”
Vaibhav Khanna, Sr. Manager, Subscription Growth, The Indian Express

Approach: Integrated RSS feed into email with news updating thrice a day dynamically in email

  • Vaibhav approached the Mailmodo team with an idea. TIE team had a top news RSS feed that was curated and regularly updated by the editorial team.
  • He recommended that they bring RSS feed into email so that every time the feed is refreshed, the email is refreshed in sync. By delivering news via a dynamic RSS feed inserted into email, TIE can deliver curated news and eliminate the time and effort of creating and sending multiple emails.
  • The Mailmodo team agreed and a custom template was built and deployed.

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“At first, implementing dynamic RSS feed in email was just our idea, nobody had ever done this. But the Mailmodo team was ready to give it a shot and created the template. Now, we’re looking to scale to newsletters with budget updates, sports news, election results etc.
Vaibhav Khanna, Sr. Manager, Subscription Growth, The Indian Express

  • The TIE team launched this with the daily briefing email newsletter, sent every morning.
  • After the campaign is launched in the morning, the editor passes a tag on the story through the RSS feed in the afternoon and evening and it is updated in the newsletter.

Result:

  • The daily briefing email newsletter showed fresh, up-to-date news in the morning, afternoon and evening, with dynamic AMP emails.
  • This solved the problem of stale news in email and made newsletters more relevant.

Journey forward:.

  • Having brought the idea to fruition, The Indian Express team is collaborating with the Mailmodo team to spread the word to make their subscribers aware of dynamic email newsletters.
  • Additionally, they’re expanding to more use-cases like budget updates, sports news, market data, election results etc.
  • They’re also exploring sending email quizzes to their audience to engage and educate them about current affairs.

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