Our brains are eager to seek and perceive news. A fact that motivates e-mail marketers to fill the inboxes of their customers with news.
E-mails have come a long way here: e-mails with plain text, static images and even animations like GIF and Cinemagrams have been replaced by interactivity. It’s all about interaction. More than 44% of respondents in a said that interactive e-mail will be the biggest trend in e-mail design in 2018.
We all know that the better your email engagement, the higher your chances of converting your promotional emails. But with an average of 269 billion emails sent and received each day, your subscribers’ inboxes are completely overcrowded. To stand out from the ever-growing mass, you need something to catch on. This “something” should appeal to subscribers and make them click on the CTA in their email.
The answer is interactivity. According to a study by the , 81% of brands believe that interactive content is more effective than static. 66% agree that the use of interactive content has increased audience engagement for their business.
So let’s look at the interactive elements that can help your emails stand out.
Interactive elements for your advertising emails
Your advertising mails carry a high responsibility. They have to generate conversions, otherwise they have not fulfilled their task.
Luckily, you can help them succeed. Here are 6 interactive elements that you can use to drive strong customer engagement and ultimately conversions.
A is a great way to reach subscribers who open emails on their mobile device. You can view your products and service categories that are in the menu. This item will require customers to click a category so they can interact with the content they want to learn more about. A well-made menu provides a great user experience and user interface.
Everything about the accordion
The accordion is also a clever way to stack content into categories, improving the experience of subscribers opening their advertising emails on a mobile device. An accordion hilt to overlay content in the mail text in tabs. The tabs expand or collapse, depending on the user’s interaction. Accordions allow you to measure the clicks within the content area of the tabs to see which sections attract the most attention.
A slider or carousel is an excellent way to compress information and reduce the length of an email. A slider wakes up the attention of subscribers and keeps them busy as they have to keep clicking to see the next slide. You can display multiple products and benefits in a limited space. Sliders can also be used to create curiosity by revealing information piece by piece.
Flipping and scratching
To attract your subscribers with an offer mail, a flip or scratch effect works best. This method reveals hidden information about what keeps subscribers at bay.
If you plan to send a coupon or special offer to your subscribers, try the scratch effect. The subscriber must scratch the code to reveal the offer. Likewise, the flip effect allows you to divide information into two parts and turn them over in one click.
Click-based keyframe animations help increase engagement by creating an experience right in the email. The subscriber must perform an action, such as clicking on the CTA to see the animation. Interactivity increases engagement, which in turn increases the click-through rate.
Hot on the hover effect
The hover effect alters elements in an email when the subscriber moves the mouse pointer over them. The change taking place attracts attention and helps to engage and move customers to action. The effect is achieved through CSS3 programming and can be customized to your liking.
The future of interactive emails
A common complaint among marketers is that e-mail programs do not support interactivity. But times are changing. Interactivity is the future of e-mail: it’s new, it inspires subscribers to action and provides a great user experience.
Are you ready to jump on the interactive e-mail train?
About the author
Kevin George is marketing director at EmailMonks, one of the fastest growing email design and programming companies, and has worked on creating templates for , PSD to HTML email conversion, and email. Specializes in . He loves gadgets, motorcycles, jazz and lives for email marketing. He also writes a blog about the best practices in .