Perfecting Interactive Email Marketing Strategy

Posted by Chris Donald On September 5, 2018 in story time I 0 Comments

Emails are getting more and more creative with the advancements in email design and coding. This has reinvented the opportunities for email marketing. According to a study by Litmus, the top email design trend for 2018 is ‘Creating interactive email experiences’. Interactivity in email has maintained its prestige since 2017 and it will continue to do so for quite some time.

Interactivity has got all the more popular in the recent times because it enhances the engagement rate and open rates, thereby helping business to grow and drive more conversions.

Let’s have a look at how you can up your interactive email marketing strategy and make it work more effectively.

1. Personalize your emails

Personalization makes your emails more relevant for the recipient and leads to better click-through rate, subscriber engagement, and conversions. Creating such emails is possible only if you have the necessary subscriber information.

Get a CRM with an analytics tool to extract details like demographics and purchase behavior that will help you send personalized emails. According to this data, you will be able to send tailormade emails that would appeal to the recipient and entice them to complete the purchase.

Just make sure that you do not end up being creepy under the pretext of personalization.

2. Use GIFs the right way

GIFs are animated images that add visual fascination to the emails. They capture the attention of the recipient and convey the message more effectively than plain text emails. You can use GIFs as explainer videos to promote your services. It can also be used to display the huge range of products at your ecommerce or retail store.

However, you should keep in mind that GIFs will not work on Outlook and only the first frame will be displayed. Therefore, your first frame should independently make sense and the GIF should not contain any important message or CTA.

Pro-tip: Always include suitable Alt-text for every rich media element that you use in your emails so that the subscriber can get an idea what the image is about, even if the email client blocks it by default.

3. Employ gamification intelligently

Gamification allows you to incorporate game mechanics into the non-gaming world, that drives desired behavior from your recipients. It portrays you as a fun-loving company and helps you know more about your audience You can enhance the user experience with the help of playful interaction.

You can either use the principles of rewards, scoring system, or quizzes.

What you need to remember is that gamified emails are perfectly compatible with Apple Mail and iPhone Native App as it uses CSS animations to be functional. If you have subscribers using other email clients, you should include a ‘View in Browser’ link for your subscribers to enjoy the email as it is intended to.

4. Let the email be quick-to-load

Many a times, it is seen that interactive emails using videos and other animated effects take too long to load. Compress the files so that the email does not take too much time to load, lest it turns off your subscribers and compels them to unsubscribe or mark your email as spam.

Wrapping Up

According to the industry you belong to and the kind of business, you should test different kinds of interactive emails.

We would love to hear from you the interactive element that you use in your emails and the best practices that you follow.

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