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An analysis of Email Marketing Strategies and Formats for Food Delivery Apps


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Food delivery apps use email marketing to keep consumers engaged and ordering food from the app. I profiled a few main food delivery services: Instacart, Grubhub, Caviar, Seamless, and Postmates to understand what the best practices are in email marketing for delivery apps.

Published in: Marketing
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An analysis of Email Marketing Strategies and Formats for Food Delivery Apps

  1. 1. Munchery “daily Menu for Wednesday, May 13th” “What are competitors email formats?” “How engaging are they?” Postmates “welcome to postmates” Seamless “Get $10 OFF your first online order” Instacart “need more banana?” That’s not a typo + both Sprig and Doordash did not send a welcome email. +Munchery is the only service that sends a daily menu. I read the menus every day. +instacart sent an email that read “need more banana?” obviously, automated based on previous order content
  2. 2. clicking this image redirects to the seamless/grubhub website code does not automatically apply. should have a way to copy code easily. links to support code demo/ FAQ’s, which is excellent. social buttons aren’t very enticing. does not make me want to share the service. Seamless “10$ OFF your first online food order”
  3. 3. Postmates “Welcome to Postmates” Username Reminder click triggers direct link to tweets used as a mailto: why would I want to email myself? Confusing. encouraged to download app version. selected pictures from instagram. support email is included at bottom. (not shown) strong explanation of how the platform works.
  4. 4. Instacart Email Marketing Order Confirmation Email Thanks for Ordering! Instacart Giveaway Email
  5. 5. Caviar’s Current Email Marketing Caviar “Get Curry Up Now for Delivery: Two Day Special” Caviar has been using dynamic images rather than the static images used by competitors. Ordering is controlled by this button, rather than clicking on the image. Ordering was triggered by clicking on competitors images.