19th Jul 2018

Interactive Email Design: Is This The Future Of Promotional Emails?

Email inboxes are becoming more and more crowded, even after the introduction of GDPR it still seems as though we’re being inundated with marketing emails, email updates and newsletters. With so many emails being received each year it can be tough for those looking to reach out to stand out from the crowd, especially as businesses and organisations are constantly developing new styles of email and new ways to interact with their audience. 

Gone are the days of boring, text based emails, static images, plain text and even gifs no longer cut it. In this day and age interactive content is what audiences are looking for and is something that all businesses should be considering when designing engaging, dynamic emails. 

Why Is Interactivity Important?

To put it simply, the more interactive an email is, the better the engagement and ultimately the better the chances of conversions. 

Without an interactive design email campaigns tend to get left at the wayside, failing to stand out amongst the billions of other emails sent out and received each and every day. By failing to stand out and engage with audiences, businesses and marketers are likely to see a low click through rates and well as an increase in unsubscriber rates.

There’s no doubt that interactivity is important in all aspects of digital design, however, today lets take a look at how using interactive email marketing can help improve engagement, delight audiences and increase ROI. 

Interactive Menus 

Brands need to start thinking about making email designs more like fully interactive apps and offer an app like experience. By offering web-style navigation and menus, designers and marketers can encourage users to surf through product and service categories within the menus.

This is even more important for emails on mobile devices, which is typically more difficult to navigate due to smaller screen sizes, adding burger menus and interactive navigations provides much better options.

Incorporate Animation 

Animation is currently one of the biggest trends within digital design and that’s not just limited to website design. While static images are still proving popular is email marketing campaigns, there are more and more brands incorporating animation into their email marketing efforts. Not only do they grab attention and encourage audiences to interact with the content, but they also serve a larger purpose.

Animation can help tell the narrative of an email, adding more context or illustrating a point, rather than simply looking pretty. An eye-grabbing, interactive animation that also offers benefits to email campaigns could be all it takes to boost engagement and CTRs. 

Sliders & Carousels  

A slider can be the perfect way to condense content into email friendly chunks, not only does it look captivating, as the first thing the audience sees, but it also allows subscribers to interact with their email. Due to the need to click through or engage with the slider, this keeps audiences engaged, as well as shows off important information relevant to the email, generating curiosity and providing information in a unique manner.

Most commonly seen on websites and web pages, sliders can be useful for creating a more app-like experience for audiences, especially those who are using mobile and tablet devices. 

The Future Of Interactivity

With email marketing becoming a hot topic in regards to data tracking and privacy, it’s understandable why audiences are starting to unsubscribe from mailing lists on mass. As times change, brands need to be providing emails that are interactive, that are engaging and that offer some kind of benefit to their audiences.

If you’re looking to increase your engagement then interactive emails may be the answer, equipped with these tips, the future is bright for businesses and marketers! 

Article By
Sarah Seymour,
Published: 19th July, 2018
Categories: Marketing

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