“Email is dead.”
That’s what we’ve been hearing for over a decade now. But scroll through your inbox, and you’ll see a different story. Welcome emails, discount codes, exclusive webinars, investor updates — email marketing is not just alive, it’s thriving.
Especially in India’s fast-moving startup ecosystem, email remains one of the highest ROI digital marketing channels, with an average return of ₹36 for every ₹1 spent. It’s not just about promotions anymore — it’s about building relationships at scale.
So how exactly are Indian startups making email marketing work in 2025? Let’s dive into the strategies, tools, and real examples proving that email is far from obsolete.
Startups That Are Winning With Email
1. Razorpay — Nurturing Developers and Founders
Fintech unicorn Razorpay doesn’t just sell — it educates. With developer newsletters and product update digests, Razorpay’s emails are resource-rich and community-first. The focus is on value-driven content, not aggressive CTAs.
💡 Strategy: Segment by persona (developer, founder, CFO) → Tailor messaging → Keep it minimal yet useful.
2. The Whole Truth — Storytelling Meets Snackable
This D2C clean-label food brand aces email marketing by turning product launches into stories. Their founder-written emails feel like journal entries — honest, raw, and highly clickable.
💡 Strategy: Founder-first voice → Consistent brand personality → Blend of storytelling + CTA
3. GrowthSchool — Funnel That Converts
GrowthSchool doesn’t wait for leads to engage — it nurtures them post-signup with drip sequences, reminders, and free content leading to high-ticket program conversions.
💡 Strategy: Use automated drip workflows → Track open/click rates → Refine CTA timing
4. Lenskart — Hyperpersonalized Product Push
Using AI-powered recommendations, Lenskart customizes email offers based on past purchases, gender, and even face shape data from their app.
💡 Strategy: Real-time personalization → Product-based triggers → Flash sales with urgency
What They’re Doing Right
Segmentation Over Spray-and-Pray
No more blasting 50,000 contacts with the same message. Smart startups use segmentation tools in MoEngage, WebEngage, or Mailchimp to tailor messaging.
Automated But Not Robotic
Email sequences are automated but feel personal, thanks to well-written copy, timely delivery, and context awareness.
Mobile-First Design
With over 85% of emails now opened on mobile in India, startups design emails that are fast, scrollable, and tap-friendly.
Metrics That Matter
Forget just open rates. Indian startups now track:
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Click-to-open rate (CTOR)
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Conversion to revenue
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List health (active vs inactive)
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Churn post-email
Tools like ConvertKit, Sendinblue, and Netcore Cloud are helping early-stage founders measure what really matters.
Email Best Practices For Indian Startups
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Use a personal name, not just the brand (e.g., Priya from YourStartup)
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Hook early: The first 10 words are everything.
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Create value before asking for anything
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Send less, but send better. Quality > Quantity.
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Don’t ignore your footer — it’s where people unsubscribe or follow
Still Think Email Is Dead? Think Again.
Indian startups aren’t using email like it’s 2010. They’re using it as a personal, scalable, and data-rich communication channel that drives conversions, loyalty, and brand storytelling.
In an era of short-form noise, email remains long-form trust — and startups that get this right will keep winning.
Bonus Tip:
Try combining email with WhatsApp retargeting or in-app push for a 360° retention strategy — something many Indian D2C and fintech startups are already doing.
