Every organization is looking out for customer-oriented marketing tactics. Using such tactics contributes to your brand’s reliability and helps you build a relationship with your customers that would last long. One such practice is the inclusion of interactive content for your email marketing campaigns. Let’s have a look at what interactive content is, how it is helpful for your organization, and what practices you can use while working with interactive content for your campaigns.
What is Interactive Content?
Interactive content for an email is the type of content that directly engages with the user and provides him with a near-real and lively experience, rather than a completely virtual one. An email can be made interactive by adding media elements like GIFs, cinemagraphs, and videos. Customized quizzes, puzzles, and webinars can also be incorporated into the email to achieve the same.
Why use Interactive Content for Marketing Emails?
Following are the reasons why you must incorporate interactive content for your email marketing campaigns:
- Interactive emails act as a magnet to identify leads. According to a survey, around 57% of global marketing teams use interactive content to attract leads.
- The conversion rate of marketing campaigns has shown astounding results with the generated rate boosting up to twice the previous results.
- Educating buyers about a service or product is easier with interactive content. Users can grasp such information easily when it is presented in a way that is engaging and fun.
- Interactive emails can help you identify your users’ interests and preferences much more effectively.
- Users can be segmented based on how they respond to interactive content in your emails.
Types of Elements in Interactive Emails
Although many elements can be included in the emails to make your content interactive, the prime ones are as follows:
GIFs
GIFs are neither an image nor a video. It is rather the combination of both mediums. It is the perfect choice if you want to add some movement to your emails but don’t want to make them heavy to load.
Quizzes
Quizzes are a unique way to communicate with your subscribers. They make the content appealing and increase user engagement to a whole new level. Moreover, the data shared by customers in these quizzes can then be used to further enhance the marketing process.
Timers
Timers that are embedded in the email content are a great way to persuade a user into making a purchase. These are usually used to specify an ongoing sale, a milestone celebration, or as a notification for a free trial.
Calculators
Another interactive way you can engage your customers is through calculators. A calculator usually consists of a personalized performance report with some recommendations.
Personalization and Interactive Emails
Personalization and interactivity are two aspects that form the basis of a marketer’s campaign strategy. But wouldn’t it be great if we combine both of these aspects? This can be achieved by placing some simple processes in our interactive emails.
Use of Recommendation Quizzes
Recommendation quizzes are a unique and effective way to analyze customers’ preferences. The input can then be used to send personalized recommendations to each customer.
Use of Chatbots
Embedding chatbots in the email can be an effective way to bring back people who added items to their cart but failed to make a purchase.
Use of Quizzes and Polls
Quizzes can be used to gather personalized information from each customer that can then be used for segmentation. The same is the case with polls and surveys. They help a marketer know what is trending in the product and what their customers want.
Do ’s and Don’ts
Do prioritize accessibility
Try to make your email accessible to more and more customers. Use colors that are both visible to color-blind people and the general population. The use of dark mode and transcripts is also highly recommended.
Don’t create confusion
Try to use only one or two interactive elements in your email. Adding too many interactive pieces of content will only make things confusing and unappealing.
Don’t be afraid to experiment
Keep trying until you find which interactive element is the best for your marketing campaigns. Be flexible and don’t hesitate to take up new challenges.
Best Practices
Some practices that you can use to enhance your marketing process are:
- Use Alt Text in each interactive element you use. It helps customers find what the content is about if he has disabled images and other media elements on their device.
- Use well-contrasting colors.
- Always try to add captions to your videos.
- Use marketing tactics that are up-to-date with situations in the market.
- Include surveys and polls to gather customized information.
- Use menus and accordions wherever possible.
- Always deliver personalized services
If you need professional assistance with selecting and creating the best type of interactive content for your email marketing campaigns, you can seek our email marketing solution – all you need is to contact us or simply say “Hello” at info@marrinadecisions.com. Or you can DM us on Twitter, or LinkedIn.
