Ajio Uses Interactive Spin the Wheel in Emails

Context

Ajio is a fashion e-commerce platform in India. The brand sends interactive emails featuring a Spin the Wheel game. Users can spin the wheel directly inside the email — and the rewards are category-specific discount links that redirect to the web app with the relevant filters pre-applied. This means users land directly on the products they’ve “won” a discount for.

Why This Works

Gamification in emails turns a passive medium into an interactive experience. It works because (1) The spin wheel creates curiosity and a fun moment in an otherwise static inbox, (2) Pre-applied filters on the reward link reduce friction — users see relevant products immediately, (3) Interactive emails stand out from standard promotional emails, driving higher open and engagement rates.

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