The most effective email marketing campaigns empower recipients to make quick decisions, guiding them to their desired destination with minimal effort and distractions. Interactive emails are a key tool in this streamlined approach, providing subscribers with the control to engage in a way that suits them best, leading to the positive interactions every marketer desires.
This might sound counterintuitive. After all, we’re talking about an email strategy that enables subscribers to do more in the inbox than simply open, read, and click. However, in the case of interactive emails, this is still a case of “less is more” showcasing or highlighting important information as effectively and efficiently as possible.
What is an Interactive Email?
An interactive email marketing campaign includes dynamic elements that enable recipients to engage with the content directly within the inbox. Unlike traditional static emails, interactive emails provide a more engaging experience by incorporating features such as clickable buttons, dropdown menus, forms, sliders, and even video and gamified elements. These additional elements make emails feel more like a mini-website, reducing the need for users to leave their inbox to complete actions, essentially shortening the journey from send to engagement.
What Elements Can You Include in an Interactive Email?
The interactive elements in your emails make your campaigns more dynamic, visually appealing, and user-friendly. We’ve compiled some of the key elements you can implement in the inbox:
Clickable Buttons and CTAs
Clickable call-to-action (CTA) buttons are fundamental in interactive emails. In their simplest form, they encourage recipients to take specific actions, such as “Shop Now,” “Register,” or “Download.” More advanced interactive buttons can trigger content changes, such as revealing hidden sections or switching between tabs.
Accordions and Collapsible Sections
Accordions are expandable sections of content that users can click to reveal more information. They are especially useful for newsletters, FAQs, or product details, as they help keep the email clean and organized while providing additional content when needed.
Image Carousels and Sliders
Carousels allow users to scroll through multiple images, products, or pieces of content within the same space. This feature is popular in eCommerce emails to showcase product categories, promotions, or special offers without overwhelming the recipient.
User Polls, Surveys, and Feedback Forms
Interactive surveys and user polls allow recipients to answer questions or give feedback directly within the email. For example, users can vote on a favorite product or rate their experience, which increases engagement and gathers valuable insights.
Embedded Videos and GIFs
Videos and animated GIFs bring a visually dynamic element to your emails. Embedded videos (or links to video previews) allow recipients to play content within the email, enhancing storytelling and brand engagement. GIFs, on the other hand, add movement and capture attention.
Gamified Elements
Gamification elements such as “scratch-to-win” discounts, spin-the-wheel promotions, or hidden surprises encourage interaction by making emails fun and engaging. These features are especially effective for driving clicks and conversions.
Rollover Effects and Hover States
Interactive rollover effects allow users to hover over an image or button to reveal additional content, such as product details or alternate images. This feature adds a layer of interactivity that feels similar to browsing a website.
Countdown Timers
Countdown timers display real-time urgency, such as the time left for a sale, event registration, or product launch. These elements create a sense of urgency, driving users to act quickly.
Interactive Forms
Embedded forms allow users to fill out details like name, email, or preferences directly within the email. Forms can be used for event sign-ups, lead capture, or feedback collection without redirecting users to an external page.
Navigation Menus
Interactive menus with tabs or navigation links enable users to switch between different content sections. This is particularly useful for newsletters or multi-section emails, as users can explore the content that interests them most.
Product Pickers and Swatches
eCommerce emails can include product pickers or color swatches, allowing users to customize and explore options like size, color, or style directly within the email. This interactive feature enhances product browsing.
Interactive Maps
For location-based content, interactive maps allow users to click on points of interest, find directions, or explore event locations. This is especially useful for travel, events, and local promotions.
Interactive Quizzes and Surveys
Quizzes and surveys engage recipients by prompting them to answer questions, discover product recommendations, or receive personalized results based on their answers.
Dynamic Content Personalization
Interactive emails can include content that changes based on user preferences, location, or past interactions. For example, marketers can dynamically display personalized offers, product suggestions, or localized event details.
Considerations Before Deploying Interactive Email Campaigns
While interactive emails add incredible functionality to your campaigns, there are several important considerations to keep in mind before their deployment. Here are six key factors to consider:
1. Email Client Compatibility
Interactive emails rely on HTML, CSS, and JavaScript to work, but not all email clients fully support these technologies. Older versions of Outlook, especially on desktop devices, have limited support and may not render interactive elements properly. Marketers may also face challenges with the latest versions of Apple iOS when triggering events such as interactive countdown timers in the inbox.
To address this problem, it’s essential to test your emails thoroughly across different email clients and include fallback options for unsupported environments. For instance, if an interactive carousel doesn’t work, display a static image or link to a webpage with the intended functionality.
2. Mobile Responsiveness
Most emails are now opened on mobile devices, so your interactive emails must be mobile-friendly. Ensure that:
- Interactive elements are touch-friendly with appropriate button sizes and spacing.
- Emails adjust seamlessly to different screen sizes using responsive design.
- Content remains accessible and legible even if the interactive features are not supported on mobile devices.
3. User Experience (UX)
While interactivity enhances emails, overly complex designs can confuse recipients. Keep the experience intuitive, fast, and focused on clear goals. Remember to always:
- Use simple, easy-to-understand interactive elements that align with user expectations.
- Avoid overwhelming users with too many interactive features in a single email.
- Provide clear instructions or visual cues, like arrows or hover states.
4. Loading Times
Interactive elements often involve larger files, such as GIFs, videos, or animations, which can increase loading times. Optimize the size of these assets to prevent delays that could frustrate recipients or cause them to abandon the email before it fully loads.
5. Accessibility
Ensure that your interactive emails are accessible to all users, including those with disabilities. This process involves:
- Adding alt text to images.
- Using semantic HTML for clear content structure.
- Making buttons large enough and ensuring they can be navigated with a keyboard or screen reader.
- Avoid overly complex interactions that could confuse users with limited dexterity or visual impairments.
6. Deliverability
Complex interactive emails with heavy code or media can sometimes trigger spam filters, impacting deliverability. To avoid this situation, always strive to use clean, minimal code, avoid embedding heavy scripts, and follow email marketing best practices, such as proper sender authentication and avoiding spammy content.
Learn More
Interactive emails will take your emails to a whole new level. To learn more about successfully deploying interactive emails using the emfluence Marketing Platform, schedule a demo with one of our email marketing experts today by emailing expert@emfluence.com.
