Case Under Focus: A Large Mutual Funds Company Uses Personalization To Increase Engagement Through Emails

Kinjal Shah
1 min readMar 27, 2020

This case study was originally uploaded on WebEngage.

Company name: DSP BlackRock

About: With a history of over 145 years, DSP Group is one of the founding members of the Bombay Stock Exchange. BlackRock is one of the largest asset management companies in the world serving a broad range of clients globally.

Key Highlights:

  • 39% increase in email open rate
  • 9% increase in CTOR

Objective: Increase user engagement (especially during the new year)

Challenge: Email personalization for a huge database

Solution: An effective email personalization requires the combination of two important things.

  • Data
  • Ability to add logical expressions in the email template ({firstname,fallback=Bruce Wayne})

Here are the exact details of what the folks at DSP BlackRock do.



Kinjal Shah

Content Marketer @ WebEngage. Logophile. Creative. Child at heart. Free spirit. Founder @ Smallogs.