Making Your Email Opens Count

There is no denying that email marketing matters. In fact, email marketing is nearly 40 times more effective at acquiring customers than social media. When it comes to segmented email campaigns (divides an email list into smaller, more targeted groups based on shared characteristics or behaviours), these campaigns can generate up to 58% of all revenue for brands.

We like those numbers. However, before any number can be achieved, people need to OPEN your email first. And once opened, the real challenge begins, keeping them engaged! 

You need to keep the proverbial music going to ensure that 1, your email is not just email taking up space in their inbox. And 2, that they are clicking links. Be it filling out a survey, participating in a pool, signing up to an event, or making a purchase.

And how do you keep them engaged? It is called interactive emails. Join us as we talk about them.

How Interactive Emails Are Changing The Game

Of course, email marketing has always been a key part of digital marketing, offering a direct way for brands to connect with their consumers. But, in recent years, promotional emails have taken over inboxes making it harder and harder to stand out (and let’s face it, not annoy your subscribers).

That is where interactive emails come in. They help keep readers engaged by allowing them to interact with the content right from their inbox (and preventing them from just opening your email and simultaneously clicking on delete). They can feature things like buttons, carousels, surveys, polls, GIFs, and even embedded videos. By focusing on engagement, you are more likely to build a connection with your audience and drive them towards your goals (i.e. clicking those links). And the more engaged they are, the more likely they are to take action and stay loyal to your brand.

In fact, it is estimated that interactive emails typically lead to 80% higher engagement rates compared to traditional static emails, and recipients are 58% more likely to share your email with others, which can expand your brand’s reach and visibility.

More Ways Interactive Emails Can Benefit Your Business

Improved Personalisation 

Interactive emails can be personalised for each individual, making them feel more relevant and engaging. Did you know that personalised emails generate 29% higher open rates and 41% higher click-through rates compared to non-personalised ones? 

With features like product carousels or dynamic content blocks, you can show people tailored recommendations or content based on their past behaviour, preferences, or even their location.

Remember, when emails feel more personal and aligned with what someone actually wants, they are more likely to pay attention, click, and take action, leading to better engagement and higher conversion rates.

Enhanced Brand Experience 

When done right, interactive emails offer a more exciting and engaging experience for the reader. Unlike a regular email that just asks people to click on a link, interactive emails make the experience feel fresh, fun, and interactive. It is tough not to love that. A study actually found that 88% of consumers prefer brands that provide interactive content, such as polls, surveys, and quizzes, over those that do not. This is probably because these types of email campaigns can leave a lasting positive impression on your brand, especially in industries where creativity and innovation are important. What’s more, around 83% of consumers appreciate brands that use creative and innovative ways to communicate, such as through interactive emails. Need we say more.

Increased Conversions And Sales 

As we have established, interactive emails are all about encouraging action. Why do we want to do that? To entice an action that leads to a conversion, whether that is clicking on a product to learn more, signing up for an event, or making a purchase. By creating more ways for people to engage with your brand, these emails can help boost your overall engagement-to-action rates. To put it into perspective, emails with interactive elements, like product carousels and embedded CTAs (Call-To-Actions like “Buy Now”), can increase conversion rates by up to 3 times compared to static emails and around 89% of people actually prefer emails that allow them to interact directly within the email itself. If that was not convincing enough, recent research has also shown us that consumers are 60% more likely to buy from brands that offer engaging, interactive experiences in their marketing, including emails. There you go.

Why Engagement Is Key In Email Marketing

Interactive emails are not just a passing trend, they are a fantastic way to boost engagement and get better results from your email marketing. When you allow your email recipients the opportunity to interact directly with the content in your email, it helps build a stronger connection with your audience, makes your emails feel more personal, gathers useful feedback, and encourages actions like making a purchase.

Instead of solely focusing on open rates, start paying attention to how people interact with your emails as this has been proven to lead to even greater success and help you take your email campaigns to the next level.