We all know it. MakeMyTrip is the country's biggest online booking portal for air-travel. Millions of air-travellers have used the service at one time or another. As is obvious of most online marketers, MakeMyTrip also sends newsletters every now and then. I've deleted these most often without giving a second thought but today I opened… So here's what I see (the upper half):
The interesting thing is that I didn't find much of interest. But the brief look at the newsletter told me that there could be some write-ups on some locations. Interesting enough for me click and check. I clicked and here's what I see.
And all the clicks in the newsletter seem to open this page. What a waste! Sending it to thousands of people and resulting in this. Biggest brand of the country!
Some time back, I heard of an interesting opportunity for work (something related to what the newsletter suggests) at MakeMyTrip. My profile was ignored for I have a little less experience than the team-members I would head (if hired). So the recruiters saw a very potent area of conflict. Now, this is the case at a pioneering brand/organization in the online space in India. Now did they become pioneers because of their experience? Is the supposed 'experience' the only thing that contributes to pioneering work?
Let me not even talk about strategy here.
How many people like me must have encountered this newsletter debacle? Besides, how many chances do brands get where prospects click on things out of curiosity? The percentages of newsletters opened are often in low single digits. Narrow valuable chances. Mess them like this.
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