How Myntra Turned Email into a Revenue Engine – Driving 17X Uplift on Day 1 of MBB

Myntra is one of India’s leading fashion and lifestyle platforms, serving millions of users across apparel, footwear, beauty, and home categories. Known for high-impact campaigns that drive large-scale traffic and engagement, Myntra has established itself as a destination brand for fashion-forward consumers, particularly during marquee sale events like the Myntra Birthday Blast (MBB).

Industry Context

India’s fashion e-commerce market is intensely competitive, with platforms vying for consumer attention during peak sale events. These tent-pole moments compress weeks of revenue potential into a matter of days, making the first few hours of engagement decisive. For Myntra, where Day 1 performance directly shapes the trajectory of its flagship sale, the ability to convert early attention into immediate action is a strategic imperative.

With millions of users and massive Day 1 stakes, Myntra needed email to do more than drive awareness. Yet traditional static emails were limiting performance at the most critical juncture of the sale.

• Static formats could not replicate the discovery-led browsing experience that users engage with on the app or website
• Limited content space meant fewer categories and deals could be showcased effectively within a single email
• Users had to click through to explore offers, creating friction and drop-offs before deeper engagement could occur

In short, the inbox was informing users about the sale but not immersing them in it. The email was functioning as a notification channel, not a conversion surface. Myntra needed to close this gap or continue leaving revenue on the table during its most important growth moment.

Myntra chose Netcore Cloud for three reasons: deep AMP email expertise, the ability to execute at scale across millions of users, and a consultative approach to aligning interactive format selection with high-impact business moments.

Instead of driving users to the website for discovery, Myntra inverted the model entirely. The email itself became a browsable storefront.

Phase 1 – Moment Identification: Pinpointing Day 1 of MBB

Netcore’s team identified Day 1 of the Myntra Birthday Blast as the highest-impact window for an interactive email intervention. This was not a generic AMP deployment. The team analysed the sales calendar and aligned the experience design to maximise business impact when it mattered most, ensuring the investment in interactivity delivered against a specific revenue objective.

Phase 2 – Interactive Design: The AMP Flipbook Experience

In partnership with Netcore, Myntra designed an AMP-powered Flipbook that transformed the email into a multi-page, browsable storefront. The format enabled:

• Multi-category exploration within a single email, allowing users to swipe through curated pages
• Higher content visibility per user interaction, showcasing top deals, new collection launches, and incentive-led offers like return gifts
• Reduced friction between discovery and action, eliminating the need to click through to explore

Phase 3 – Scale Execution: Deployment Across Millions

The AMP Flipbook was deployed at scale across Myntra’s user base without compromising performance. The campaign was tested against a static email sent to a comparable audience, establishing a clean A/B framework that clearly demonstrated the performance gains driven by the interactive format.

Consultative Partnership

Netcore’s role extended well beyond AMP execution. The team played a consulting role in identifying the right moments in the sales calendar to introduce interactive experiences, created high-quality AMP HTMLs, and worked closely with Myntra to ensure the format met specific business KPIs. This partnership approach ensured that innovation was tied directly to revenue outcomes, not deployed as a standalone experiment.

The AMP Flipbook transformed a single promotional email into a high-conversion discovery surface. Measured against a static email control sent to a comparable audience, the results were decisive.

MBB Day 1: AMP Flipbook vs. Static Email

• 3.8X increase in sessions driven by users exploring multiple categories within the email, versus the single-click model of static campaigns
• 4.3X higher click-through rates reflecting deeper in-email engagement as users interacted with the Flipbook pages rather than passively scanning a static layout
• 17X higher revenue generated from the AMP Flipbook compared to the static email, directly attributable to reduced friction and faster discovery-to-action conversion

Beyond the Numbers

• Email repositioned as a revenue surface: The campaign shifted internal perception of email from a notification channel to a high-conversion discovery medium, setting a new benchmark for future sales events
• Proof of concept for interactive formats at scale: Successful execution across millions of users validated that AMP-powered experiences can be deployed at Myntra’s scale without compromising deliverability or performance
• Strategic experimentation framework established: The A/B test methodology and moment-based format selection created a repeatable playbook for matching interactive email formats to high-impact business moments

The MBB Day 1 campaign establishes a template for Myntra’s email strategy going forward. With proof that interactive AMP formats can drive step-change improvements in engagement, sessions, and revenue at scale, the brand is positioned to extend this approach across its broader sales calendar and lifecycle campaigns.

For a platform that has built its identity around making fashion discovery exciting and accessible, bringing that same discovery experience into the inbox represents a natural, high-impact evolution of its engagement strategy.