Whilst interactive elements within web and app development are commonly used to grab the users attention and interrupt scrolling, many marketers are yet to explore the opportunities that interactive email content can offer.
Although interactive content is a growing trend in email marketing, it seems that only big-name brands have seized the opportunity to create interactive and engaging experiences within their subscriber’s inbox.
Almost half of marketers have reported that interactivity within email marketing isn’t yet on their radar, so what are you waiting for? Discover how you can stand out in an age of digital overload and crowded inboxes to increase opens, clicks and conversions using interactive email design.
What is interactive content?
Essentially, interactivity within an email requires the user to actively engage and participate with content. From tapping to clicking to swiping, it enables subscribers to take action there and then to access a full experience, rather than forcing them to visit an external website, app or landing page as with traditional email content.
How can I use interactive content in an email?
Interactivity within email design can range from a simple hover effect through to clickable features that display different content based on the selection made. Basic interactive content types such as hover effects and small animations are subtle touches that can encourage clicks on email content – sometimes less really is more!
Other forms of interactive content can include real-time marketing to encompass up-to-date and live events. Live shopping baskets can be embedded to enable a user to edit and update before checking out, without navigating back to the website, enhancing customer experience and increasing conversion rates.
Polls, quizzes and surveys are a great way to get users to interact with your email, as well as the added benefit of gathering valuable customer data and information about your subscribers which can be used to tailor and personalise subsequent marketing material. Have a sneak peek at our quiz ‘how much do you really know about branding’ here, for a great example of an interactive quiz, if we do say so ourselves!
Reveal marketing can also be used to promote offers or events within an email using a scratch, slide or pull action to reveal a discount code or exclusive information.
Why should I use interactive content?
In short, interactive content increases engagement and click-through rates within emails. The content is sharable, whether to a social media feed, Whatsapp group or with colleagues within the office, it makes for interesting content to push to friends and family, raising brand awareness and increasing reach.
From polls, calculators, timelines and quizzes to video and reveal experiences, the possibilities to engage an audience through participation, such as answering questions and making choices, are endless.
Do you want to step up your email or content marketing strategy in 2020? Drop us an email today and see how interactive content could entertain your audience whilst increasing click-through rates and driving conversions for your business.