AJIO Breaks Through Promotions Inbox with AMP + Gmail Annotation. Achieves 2.24X Conversions During Valentine’s Week

Business Challenge

In November 2024, Google rolled out changes to its inbox algorithm, increasing the likelihood of emails landing in the Promotions tab, causing a dip in AJIO’s email open rates.

1. Primary Objective:Increase campaign visibility in the cluttered promotions inbox, drive engagement, and boost Valentine’s Week sales through innovative email marketing strategies.
2. Broader Impact:This campaign was vital in improving open rates, user experience, and session-to-conversion rates, directly impacting AJIO’s revenue targets for a high-value festive period.

Strategy: Breaking Through the Clutter

To make AJIO’s emails stand out in the Promotions tab and create a delightful inbox experience, Netcore Cloud recommended a dual innovation strategy:

• Gmail Annotation to stand out in the clutter and grab user attention
  Emails were visually enhanced in the inbox using Google’s Annotation feature, increasing visibility and open rates.
• AMP for Email to improve user experience
  Introduced interactive experiences inside the inbox, allowing users to engage with AJIO content without leaving the email.

Campaign Theme

Two interactive AMP emails were strategised for  Valentine’s Week:

1. Tinder Swipe: Inspired by dating apps, this campaign brought the iconic “swipe right” experience to the inbox, appealing to AJIO’s Gen-Z users.
2. Love Bombing: A colorful, deal-heavy campaign using Gen-Z lingo and Valentine’s theme to highlight hot trending brands with a personalised “With Love, from AJIO” touch.

Execution Highlights

1. Double Innovation with AMP + Gmail Annotations in a Single Email
2. Gen-Z-Centric Storytelling and Design
3. Rapid Planning and Iteration Under Tight Timelines

Why AJIO Chose Netcore Cloud

AJIO needed a partner that could deliver:

• Inbox Innovation – With annotations and AMP working together
• Faster Execution – Real-time, personalized experiences at scale
• Strategic Support – Concept-to-execution consulting for maximum impact

Netcore Cloud checked all the boxes, enabling AJIO to turn a challenging inbox scenario into a breakthrough success story.