Swiggy has read every consumers’ mind and sent out fun Diwali Bonus emailers to lift their spirits

• Swiggy has given a new twist to the standard format of bonus letters.
• Its new emailer gives you an opportunity to grab, “Chief Executive Bonus.”

COVID has not left our country yet. Many employees continue working doubly hard from inside their rooms, with half their salaries. With Diwali around the corner, they are also heartbroken because getting a Diwali Bonus this year seems like a pipe dream.

Bengaluru-based food delivery platform Swiggy has used this opportunity in its favour as it knows what is on everyone’s mind today and how to get consumers to click on an ad. It has sent out an email with a subject line that reads, “Your Diwali Bonus for the year 2020/2021” and it had us hooked.

Inside Swiggy’s emailer is a Bonus Letter that appreciates its consumers' performance throughout the year. It reads, “We are happy to announce that our numbers for the current ‘dish’cal year look very promising! Of course, this is all thanks to your outstanding performance and hard work as a foodie.”

Swiggy hasn’t just given away coupon codes in its emailer. It is cleverly making its consumer scroll through the entire emailer by providing three tier-discounts on cracking three different puzzles. The first ‘Chief Executive Bonus’ puzzles the users with a food question and provides a coupon code with a discount of 70%. The Senior Executive Bonus and Junior Executive Bonus offer a 60% and 50% discount.

Its closing caption reminds the consumers how much the platform cherishes their presence in their life. It reads, “Your undying dedication to good food makes us proud to have a foodie like you in our team! We wish you all the success and look forward to seeing you rise to newer heights (and try new dishes).”

A closer look at Swiggy’s Email Marketing

Swiggy’s Email campaign is predominantly built around creating a sense of curiosity among its users. Its emails are always embedded with a personalised Call to Action (CTA) button and always have a crisp subject line. This time, the action button read, “Get that bonus.”

It then directs the users to its app and social media pages to engage with them further. It also provides a unique hashtag for each emailer and asks users to engage with them by sharing their small wins on social media pages, further keeping their pages buzzing and increasing their presence.

While Email Marketing seems like a dying phenomenon today, Swiggy’s emailers continue to prove that when done the right way, it fetches a marketer the desired results. It is that one brand whose emails you don’t want to unsubscribe to because it humours you, talks about your favourite food and gives easy discounts.

Its bold orange colour and quirky font style is a cherry on the top.

Swiggy has even made a personalised food clock for Indians that gave them a crash course on how foodies tell time.

Another example of how Swiggy has the best clickbait subject lines, during Navratri, it sent an email titled, “CONTROVERSIAL: India has ditched pedha this Navratri.” The emailer unearthed the most-loved sweets from all corners of India and gave a list of desserts.

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.

According to IANS, Swiggy has seen a 30% jump in orders for food delivery during IPL season.