8X Returns: How EaseMyTrip Turned Email into a Revenue Channel with NIVO (Netcore Inbox Visibility Optimization)

Founded in 2008 and listed on India’s stock exchanges since 2021, EaseMyTrip is widely counted among India’s leading online travel platforms, offering flights, hotels, holiday packages, rail, bus, and ancillary travel services. The brand built its reputation on price transparency, most notably its zero convenience fee model on flight bookings, and has grown a large, loyal base of repeat travellers without relying on venture funding. In its most recent fiscal year, EaseMyTrip reported continued momentum in its hotels and holidays business alongside a longer-term roadmap – branded Vision 2030 – focused on AI-led personalisation, international expansion, and diversification beyond air travel.

Industry Context

India’s online travel market was valued at roughly USD 25.4 billion in 2026 and is projected to grow at an 8.7% CAGR through 2031, according to Mordor Intelligence. Mobile already accounts for about two-thirds of bookings and is growing faster still, as travellers increasingly research and book on the go rather than the desktop. The category remains competitive, with a handful of established platforms – MakeMyTrip, Ixigo, Yatra, Cleartrip, and EaseMyTrip among them – expanding steadily within a consolidating market where offers and promotions look similar across brands. In that environment, email is one of the few channels where a brand can build a direct, first-party relationship with its travellers rather than compete purely on visibility and price – which made fixing the channel’s underlying reach problem a priority for EaseMyTrip.

The inbox was the real ceiling

On paper, the usual areas seemed to need attention:

• Email list growth had slowed.
• Most campaigns were sent to the entire database.
• Email creatives had become repetitive.

EaseMyTrip worked on improving each of these. But despite these efforts, email performance barely moved.

The real challenge was something far more fundamental:

Most campaigns were being delivered, but weren’t reaching where customers would actually see them.

This meant emails were technically sent, but lacked the visibility they needed. Even the best content and targeting could only deliver limited results when customers rarely saw the emails in the first place.

EaseMyTrip’s mandate for the email channel was straightforward to state and harder to deliver:

• Deliver a minimum 5X ROAS from promotional email campaigns
• Do it profitably and at scale, without burning through the existing subscriber list
• Move email from a broadcast cost centre to a channel with clear, attributable revenue

Netcore Helped EaseMyTrip Improve Inbox Visibility with NIVO – Unlocking Better Email Performance

NIVO – Solving for Inbox Placement

At the centre of the turnaround was NIVO (Netcore Inbox Visibility Optimisation), implemented to fix the root issue capping every other effort: where the email actually landed. Once NIVO went live, EaseMyTrip’s inbox visibility problem was resolved – 94% of emails now reach the primary inbox, a decisive shift from where the channel stood before. This was the lever that made every downstream improvement possible.

Four supporting moves worked alongside NIVO to convert that improved visibility into performance:

1. Campaigns Built by Cohort

A dedicated Netcore growth team drove execution, matching the right cohorts to the right campaigns instead of one message for the full base.

2. End-to-End Content Alignment

Subject lines and email bodies were reworked and matched to each cohort – creative built to earn the click, not just fill the inbox.

3. Real-Time Delivery Tracking

Deliverability was monitored live, with every number feeding back into sharper send planning.

EaseMyTrip’s 5X ROAS target was not just met but exceeded.

• 8X ROAS achieved – a 50% jump over the start of the quarter

Inbox placement, the root issue, moved decisively:

• Inbox visibility issue resolved—94% of email now reaches the primary inbox, reversing what had been the channel’s biggest blind spot
• 99.7% delivery rate

Engagement and list health improved together, rather than one at the expense of the other:

• +74% click rate uplift
• +50% more unique clickers
• +30% more site sessions
• -86% fewer unsubscribes

Beyond the numbers

• Lapsing users became a source of first-party data through an interactive re-engagement campaign, rather than a source of unsubscribes
• Real-time AI diagnostics changed how the team responds to a weak campaign – from a post-mortem days later to a same-cycle correction
• The cohorting and inbox-placement approach is now a repeatable playbook rather than a one-time fix

With inbox placement no longer capping performance, EaseMyTrip’s growth team is positioned to extend the same cohorting and diagnostic approach to more of its campaign calendar, rather than treating this as a one-off fix. The underlying infrastructure – live deliverability tracking, AI-flagged diagnostics, and a cohort-first sending model – gives the team a reusable foundation to build on as it looks to personalise more of the customer journey.