Get in the Game: Elevate Engagement with Interactive Emails

By Kris Geist, Executive Creative Director. In the evolving landscape of digital communication, interactivity in email marketing has emerged as a powerful tool to engage audiences. Traditional static emails are making way for more dynamic, engaging content that encourages customer participation. To learn more about how to implement this strategy, we’ll look into what interactivity in email entails, explore the gratification theory, and examine the use of polls and quizzes. We’ll also discuss how collected data can optimize segmentation, and the positives and pitfalls of using interactivity in email.

What is Interactivity in Email Marketing?

Interactivity in email marketing is simply incorporating elements that invite active engagement from your customers. Unlike most emails, which are largely one-way communications, interactive emails create a two-way dialogue, enhancing user experience and increasing engagement rates. Common interactive elements in email marketing include:

• Polls and quizzes: Allowing recipients to express their opinions or test their knowledge
• Interactive images and videos: Enabling recipients to click, hover, or scroll through content
• Carousels and sliders: Providing a dynamic way to showcase multiple products or features within the same email
• Embedded forms and surveys: Facilitating data collection without requiring recipients to leave their inboxes

The Gratification Theory

The gratification theory, or Uses and Gratifications Theory, posits that people actively seek out media that satisfies specific needs and desires. In the context of email marketing, this theory suggests that recipients are more likely to engage with emails that provide them with immediate and relevant gratification. Interactivity in email marketing leverages this theory by offering recipients a sense of control, personalization, and engagement, fulfilling their need for interaction and instant feedback.

Polls and Quizzes

People love a poll or a quiz. But they only have a lasting impact if they have consequences. A more personalized customer journey, an exclusive offer, or a solution finder that directs them to make an informed purchase are just a few ways poll or quiz results can influence the customer experience.

When done correctly, polls and quizzes in email can offer several benefits:

• Increased engagement: Recipients are more likely to interact with content that solicits their opinions or challenges them with questions.

• Valuable insights: Polls and quizzes can provide marketers with valuable data about their audience’s preferences, behaviours, and knowledge gaps.
• Personalization: The data collected from polls and quizzes can be used to tailor future communications to individual preferences.

For example, a clothing retailer might include a quiz to help recipients determine their fashion style, followed by personalized recommendations based on the results.

Using Collected Data to Optimize Segmentation

The data collected through interactive elements can be a goldmine for optimizing email segmentation. By understanding customer preferences and behaviours, marketers can create highly targeted segments and tailor content to specific groups, resulting in:

• Higher open rates: Emails that are relevant to the customer’s interests are more likely to be opened.
• Increased click-through rates: Personalized content drives higher engagement.
• Improved conversion rates: Targeted offers and recommendations are more likely to convert.

Polls can also provide data about customers on a broader subject and provide insights useful in your messaging. For example, if a poll reveals that a large segment of your audience is particularly interested in eco-friendly products, you can tailor your emails to highlight your brand’s sustainability initiatives and related products.

Possible Pitfalls of Using Interactivity in Email

We’ve outlined some of the positive outcomes from implementing interactivity in email marketing, but there are some possible missteps to be aware of as well. Not all ESP platforms have the functionality you need, so be aware of the limitations before you develop your strategy. Make sure your interactive elements actually provide a benefit to the recipient or data you can and will use to improve your program. Just because something is new or “cool” doesn’t mean it will resonate with your audience.

• Performance challenges: Not all email clients support interactive elements, which can lead to inconsistent user experiences.
• Increased complexity: Designing and implementing interactive emails can be more complex and time-consuming than creating static emails.

• Lack of relevancy or action: Without a solid next step for the user, the opportunity is wasted.

A Note on Google Amp

While Google AMP (Accelerated Mobile Pages) for email offers various interactive features and dynamic content capabilities, it also comes with significant drawbacks that make it less appealing for many marketers. We’ve heard from clients that the complexity and technical requirements involved in creating AMP emails is too much. It often necessitates specialized skills and additional development time, which can be a barrier for smaller teams or companies with limited resources.

Additionally, AMP emails continue to have limited support, leading to inconsistent experiences for customers. AMP’s reliance on Google’s infrastructure raises privacy and data security concerns, as it requires trusting Google with extensive access to user interactions and data. These challenges make it prudent for many marketers to seek alternative interactive email solutions that are more universally supported, easier to implement, and maintain greater control over user data and privacy.

Put the Act in Interactivity

Interactivity in email marketing is a powerful tool for engaging audiences and gaining valuable insights. By leveraging the gratification theory, incorporating polls and quizzes, and using collected data to optimize segmentation, marketers can create more personalized and effective email marketing campaigns. However, it’s important to be mindful of the technical challenges associated with interactive emails and make sure the output drives meaningful outcomes. When done right, interactivity in email can transform the way brands communicate with their audiences, driving higher engagement and better results.