Does your business want to stay on top of the latest trends and strive in a competitive market? If your answer is positive, then you should definitely prioritize interactivity in your marketing efforts. In case you want to engage your email recipients, you should successfully create and send interactive emails.
This email type helps businesses target customers’ needs and preferences better, increase engagement rates, and drive more conversions. So keep reading as we will discuss how to create a great interactive email.
Definition of interactive email and its main characteristics
Let’s start by defining what interactive email is anyway. Basically, it allows email recipients to interact with the email content and include interactive elements such as buttons, forms, and surveys. Contrary to text-only email, this type of message offers a more interactive and engaging experience.
What is great about this type of email is that it can increase that engagement rate. Statistics indicate that interactive email content increases the open rate by 73% and boosts engagement.
Interestingly, interactive email has shifted significantly in the last few years. It has become more dynamic and includes interactive elements such as carousels and accordions.
This type of message allows people to take action directly from the email, such as signing up for a newsletter or purchasing. Also, it helps track user behavior, craft campaigns tailored to their needs and interests, offers dynamic product recommendations, and increases the conversion rate. But let’s discover the advantages of these types of messages in detail.
Key benefits of an interactive email
Interactivity is key to building any type of marketing campaign, so what benefits can interactive emails suggest:
Improve customer satisfaction and loyalty
By delivering an engaging experience, these types of emails have the power to enhance customer satisfaction and increase loyalty.
Increase brand awareness
Using dynamic content in these emails provides a memorable experience, as a result, increases brand awareness.
Adding interactive elements to your emails can significantly increase email engagement and ultimately drive better results.
Drive more conversions
Learning how to make emails interactive can drive conversions by encouraging email recipients to take action in a more dynamic way.
How to create an effective interactive email in five ways
After speaking about key advantages, let’s discuss how to create an interactive email that brings great results.
Identify your audience
You can’t go further and hope for success without knowing who your target audience is. So don’t hesitate to do market research to gain insights into the target audience’s preferences and pain points when following best practices on how to create an interactive email. Try to find out information about their demographics, age, and online behavior.
Having valuable data in your hands, you can address email leads’ specific needs and interests in your message. Ultimately you will create more engaging content that resonates with email recipients and encourages them to take action.
Also, you can discover what type of content your audience is interested in. In case you collect an email address through an email pop-up form, you can add them to an email list and send them a series of interactive messages.
Almost every email marketing campaign aims to create a strong relationship with their email subscribers. Interactive email isn’t an exception. To achieve that, you need to personalize those types of messages. Just look at the surveys that find out 72% of email marketing campaigns that are successful include personalization tactics.
As you already collected data about email recipients, now it’s time to segment them into groups. Only that way can you create relevant and engaging content for each group. In the next step, use dynamic content like personalized images, videos, and other interactive elements to provide a personalized experience.
Lastly, consider using data from past campaigns and information on which products and services customers have purchased before to create personalized offers.
Have consistent branding
Creating consistent branding in interactive email starts with a strong visual identity. This includes using the same logo, colors, and fonts across all emails. Additionally, it is important to ensure that the tone and messaging of the emails are consistent with the overall brand identity. This will help to create a unified experience for the reader and reinforce the brand’s message.
One obstacle you can face when establishing consistent branding is the lack of control over how your emails are displayed. Depending on which devices email recipients use, as the same email can look different on a desktop computer compared to a mobile. Thus, you should consider this fact when trying to ensure a consistent branding experience.
Highlight the value email leads can get
To ensure your message is compelling and can bring great results, you need to clearly communicate your values. There are several tactics that you can follow to achieve that:
Strong and compelling subject line
Start by crafting a subject line that grabs attention and highlights a key benefit. This way, you increase the chances that email recipients will open your message.
Highlight the benefits your product or service offers
Clearly communicate how your offering solves a problem, saves time, improves productivity, or somehow enhances the recipient’s life.
Social proof and testimonials
To support the benefits you’re highlighting, and showcase the value of your offer, don’t hesitate to include social proof elements or customer testimonials. Also, share reviews or case studies to reinforce your highlighted benefits. This is an excellent opportunity to build trust and credibility.
Offer incentives such as discounts, coupons, and freebies to improve the effectiveness of your campaign.
Write CTAs highlighting benefits
While compelling the subject line ensures that the email recipients receive your emails, a great CTA, on the other hand, guarantees that they take the desired action. Use strong and action-oriented language to ensure that it clearly emphasizes the value of your offer. Let’s see how American Airlines did a great job when it tried to raise funds by encouraging email recipients to donate. So they need to craft a strong CTA, which in this case is “Impact Lives. Donate Now“. Not only the company created a strong call to action, but it also highlighted the key benefit of donating money.
Lastly, we suggest not being too pushy or promotional when communicating values via email.
Measure and improve results
When trying to increase the effectiveness of your interactive email, consider regularly measuring and analyzing. Only this way you can identify the areas of improvement and make improved decisions.
Analyzing results in interactive email is a great way to gain insight into customer behavior and preferences. It can help marketers better understand how different interactive email examples are performing and what types of content resonate with their audience. Additionally, you can test different versions of content and optimize email campaigns for maximum engagement.
Email analytics software provides insights into open rates, click-through rates, and other key metrics. In addition, A/B testing can be used to compare different versions of emails to determine which performs better. Lastly, heat mapping can be used to identify which elements of an email are most engaging to readers.
When you define the parts that need improvement, the next step is to create a plan of action to address those areas. This could include creating more engaging content, optimizing the email design, and testing different strategies to increase engagement.
To sum up
Interactive email gives an excellent opportunity to engage email recipients and increase conversions. You need to be strategic and find the perfect tactics to make those messages successful.
By following these tips that we have suggested, you can ensure that your interactive emails are engaging and effective. Moreover, this way, you can increase engagement and get better results.
Good luck with creating an effective interactive email. Stay tuned for more informative blog posts with email marketing insights.