From Inboxes to Orders: An Analysis of Behavioural Email Marketing in Swiggy

Author(s)	Ms. Divyani Baranwal, Mr. Gaurav Kewale
Country	India
Abstract	This paper examines how Swiggy uses behaviour‑driven email marketing to trigger repeat ordering, re‑engagement, and coupon redemption, relying entirely on secondary data. Drawing on case‑studies, performance reports, and published campaign analyses, the study argues that Swiggy’s email strategy functions less as a generic discount engine and more as a behavioural‑nudging system tuned to user habits, timing, and emotional context. The findings highlight how personalisation, contextual framing, and playful tone work together to increase open rates, click‑through rates, and subsequent orders. The paper concludes with implications for digital‑first brands wanting to design low‑cost, high‑impact email nudges.
Keywords	Keywords: Re-engagement, ordering, behavioural-nudging, habit, personalisation
Published In	Volume 7, Issue 2, March-April 2025
Published On	2025-04-05

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