How GRT Jewellers, South India’s most trusted jewellery brand, won back the inbox - and grew email orders 12X

The campaigns were going out. The creatives were beautifully designed. The festive storytelling was on point.

But customers weren’t seeing any of it.

Emails were technically “delivered” – yet most were landing in Promotions tabs or being filtered into Spam. The carefully shot collections, the gold-education modules, the festive build-ups: all invisible. Click-through sat at just 0.20%, email’s share of revenue had shrunk to a marginal sliver of the total, bounce rates climbed, and unsubscribes ticked up. Quietly, confidence in email as a growth channel eroded.

When a heritage brand pours its craft into something customers never see, the real loss is a relationship left waiting on the other side of the counter.

Email wasn’t a delivery problem.

It was a visibility problem.

When Netcore stepped in, the starting point was the question GRT had been asking itself: why weren’t loyal customers seeing communication they’d normally welcome?

The answer came down to reputation. GRT’s domain reputation had slipped to average, and to inbox providers that’s a signal to deprioritise. So the emails didn’t even make it into customers’ top picks – they sat buried in Promotions, technically delivered but effectively invisible. Until that was fixed, no amount of design or discounting would move the numbers.

So the work started where the problem did – with reputation – and built toward lasting visibility.

• First, a steady, predictable sending pattern replaced the erratic spikes that had been making Gmail slow GRT’s emails down. Rebuilding sender reputation is what decides whether email reaches the inbox at all, so it came first.
• With reputation recovering, NIVO – Netcore’s Inbox Visibility Optimization Programme – went to work. Its proprietary AI infrastructure did the thing that mattered most: it moved GRT’s campaigns out of the cluttered Promotions tab and into the primary inbox, where customers actually look. The more customers opened and clicked, the stronger that placement held – and the carefully shot collections were finally visible again.
• On top of that, AI features sharpened the campaigns themselves. The Subject Line Generator lifted open rates, AI-powered content optimization tightened each email for readability, and Send Time Optimization sent every campaign at the moment a customer was most likely to open it.

Then in January 2026, the real turning point came – when these pieces came together. Instead of disappearing into Promotions, GRT’s campaigns began landing in the primary inbox – in front of the customers who were always ready to look.

Once visibility returned, engagement followed – and the Q4 New Year campaigns became the proving ground.

• Click-through rate up 60%
• Clicks up 31.66%
• Open rates up from 17.31% to 18.25%

But the headline came from revenue. Orders from email grew 12X.

The takeaway was unambiguous. GRT was finally reaching the right customers, in the right place, at the right moment.

For GRT, this was always about restoring trust in a channel a heritage brand needs. In a market where most jewellery communication looks transactional, GRT’s email programme now feels premium, personal, and worthy of the trust customers place in the brand. And because mailbox providers are always optimizing, Netcore consistently works with good senders to keep their email programme visible.