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"From Inbox to Adventure: MakeMyTrip's Amplified Emails Drove a Phenomenal 900% Rise in Engagement"

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“Being a Market leader, MakemyTrip’s ambition was to boost User Engagement & reduce the funnel drop off with AMPlification & Gamifying the Email Experience ”

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Objectives

App Uninstallers Retargeting

Collecting feedback

Driving Engagement

Identifying Root cause & taking Actions to build their user-experience

Improving User Engagement

Increasing Returning Users

Email Channel revamping with New Innovation – Email

Increasing Click through rates and be at par with Travel Industry standards

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Challenges to drive this to Consumers �

Declining User Engagement

  • Old style 1- way communications

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  • Unique experience through Email to be built

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  • Cost per Conversions increasing with Email Channel

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Data Mining & Scraping

  • Building Robust system to capture Uninstaller data
  • Integrating with Netcore DB

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What actions were taken to achieve success?

Data Integration

  • A fresh data layer was established within MMT's internal tool
  • SFTP Integration was done
  • Data was sent in real time via SFTP

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AMP EMAILS

Accelerated Mobile pages were introduced,

  • Website like experience in the email
  • Flight search in email
  • Feedback in Email
  • Show different categories using Carousel

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Steps taken to Identify Right Cohorts �

Active email Engagers

Users who have opened the email in last 6 months

  • AMP email with Flight search widget
  • AMP with Tab based carousels

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App Uninstallers dataset

Users who were uninstalling the MMT mobile APP

  • Feedback AMP email as soon as the user uninstalles the App

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Innovative AMP Use-cases

Streamline the user experience by enabling in-email flight searches with a reduction funnel

Streamlining user feedback within emails for added convenience

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Milestones Achieved

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900% Increase in CTOR After Deploying AMP Emails

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600% Increase in Responses collected after deploying AMP Emails

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Thank you

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