- As Swiggy misaddressed its users, addressing many as Suryakant, Twitterati was left scratching their heads.
- Here’s what happened.
Bengaluru-based food delivery platform sent out an email today referring to all its customers by one name ‘Suryakant.’
Customers were wondering if the brand's customisation software had broken or was the copywriter just experiencing some mid-week blues. They took to Twitter to ask ‘Who is Suryakant?’
Even a few influencers and comedians asked on Twitter, ‘Who is Suryakant?’ Apologising for the error, Swiggy responded, “The mid-week blues destroy the best of us (Shrugs). Sorry about the goof up. We're checking who this Suryakant fellow is #WhoIsSuryakant.”
Dear @swiggy_inPlease give your admin a break.They deserve it.Yours truly,Abshi Mathwe https://t.co/EI4OmiawUs— Abish Mathew (@abishmathew) 1615354250000
This is refreshing. Usually I get people calling me Rishab, Vinod or Vishal, Raghu. Suryakant is brand new. Than… https://t.co/n9ERlazkOt— Sorabh Pant (@hankypanty) 1615359603000
Swiggy even blamed the goof-up on its copywriter.
Hey @swiggy_in who is Suryakant? https://t.co/povdRjmgXw— thindipotha (@sridharGNsri) 1615360828000
@swiggy_in *knock knock*Your batch-customized mailing software/service is broken! ️ - Definitely not Suryakant… https://t.co/hsF3cg6U8u— Payoshni (@payoshni_) 1615357190000
Once Swiggy’s Twitter feed flooded with queries, the brand responded.
The nation wants to know! #WhoIsSuryakant https://t.co/UhyvJQhm4h— Swiggy (@swiggy_in) 1615357335000
For Swiggy, email marketing is a key part of its digital marketing. In March 2019, Swiggy set a new record in email marketing with a CTR (Click Through Rate) of 7% and Mail Open Rate of 25%, revealed Netcore. So what went wrong?
Just when we thought that Swiggy’s copywriter was about to get fired, the brand announced that it was just a marketing ploy. The misaddressing was a clever marketing ruse to reveal its new membership programme.
Dear Preeti, Nancy, Farhan, Arjun, Naushad, Rasika, Simran, Vaishali, Anushka, Akash, Imran, Naina, and everyone el… https://t.co/L62rzFS7e6— Swiggy (@swiggy_in) 1615372800000
“This wasn’t so much an error as an attempt at correcting an error. You see, in the past we’ve made the mistake of treating all of our customers the same - we just had one Super Plan for everyone. But over the last few years, we’ve noticed that no two foodies are exactly the same. This is why we’ve made big changes to our membership programme, Swiggy Super,” explained Swiggy in its blog.