2016 was the year of messaging platforms. We’ve seen the rise of Facebook Messenger, WeChat and many more. Yet over the past couple of years most mobile apps have seen a decline in user retention. According to Localytics, almost 75% of all app users churn within the first 3 months of using an app. These apps occupy space on the user’s phone and require regular updates. Therefore an app needs to become almost essential in order to earn its place in a user’s device.
So, what will happen next? According to David Bailey 2017 is going to be the year of the interactive email.
What is an Interactive Email?
An interactive email is an action taken by an email message that triggers an event within the client or email message itself. By allowing an event to happen inside an email, it reduces certain barriers to user engagement and therefore has a higher conversion rate.
Interactive Email Elements:
- Menus and Navigation
- Image Galleries, Carousels, Sliders
- Hot spots (e.g. product tour)
- Offer reveals
- Quizzes, Trivias, Questionnaire
Interactions within an email message have to be engaging, innovative and should win the reader over. This can be done by offering users something substantial or anything that’s unmatched by messaging apps. The end goal is to save the customer time and to offer them a great navigation and user experience.
Here are a few examples of interactive emails:
Live Shopping Cart
Embedding a live shopping cart in an email is a great way to remind users of objects in their cart. It can be a product that they purchase from time to time or provide an option to update their existing order. A live shopping cart interactive email removes the need to navigate away from their inbox, saving time and effort whilst increasing user engagement. Websites may also use this space to offer custom product recommendations offered by companies such as Boomtrain.
Image Source: JackThreads
Scratch and Win
The usual scratch and win or scratch and flip to discover a code has always been exciting. Implementing this within an email can transfer some excitement to a few mouse rollovers and clicks. However, this can only work if you have a promotional offer and it is quite gimmicky. But then again, it’s still a great way to create a fun experience for your users that really stands out from everything else in their inbox.
Image Source: Email Monks
DIY (Do It Yourself)
You can show your customer what an awesome product they can create on their own within an email message. Pret has made this possible and has allowed their customers to create a beverage for themselves virtually by putting together anything from an ice cold frappe to smoothies in their Organic Coffee’s campaign.
GIFs and video
GIFs and videos have been around in emails for quite some time. This year we will see them give the customer more control over the content in their emails. GIFs and videos bring animation and humor into the equation, especially when you want to engage with a younger audience.
Image Source: Email on Acid
So if you want a killer email marketing campaign, make sure you include interactive emails.