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Key Trends in Interactive Email Content

Updated: Oct 19, 2023

Email marketing has been around for decades, but its effectiveness is still undeniable. However, with the abundance of emails in our inboxes, it can be a challenge to make our email campaigns stand out from the rest. One way to do this is by incorporating interactive content in our emails. In this article, we explore the latest trends in interactive email content and how businesses are using them to improve their email experience.


Trend #1. Using Gamification within Email Programs

Gamification is a powerful tool that encourages engagement and drives customer loyalty. It involves incorporating game-like elements, such as challenges, rewards, and points, into non-game contexts, such as email marketing. By using gamification in your email campaigns, you can make them more fun and interactive, which can result in higher click-through rates and conversions.


How Dunkin' Donuts use Email Gamification

Dunkin' Donuts used gamification in their email campaign by creating a Halloween-themed game called "Sip, Peel, Win." Customers had to "peel" the virtual coffee cup in the email to reveal if they had won a prize, such as a free coffee or donut. This game increased customer engagement and resulted in a significant increase in in-store foot traffic.


How Adidas use Email Gamification

Adidas used gamification in their email campaign by creating a game called "Kick Creator." The game allowed customers to design their own soccer cleats and share them on social media. This interactive experience not only increased engagement but also helped Adidas gather valuable customer data to inform future product development.


Trend #2. Interactive Video is now viable within Emails

Video content has become increasingly popular in email marketing, but interactive videos take it to the next level. Interactive videos are videos that allow viewers to engage with the content by clicking on different elements or making choices that affect the outcome of the video. This type of content is perfect for capturing the viewer's attention and keeping them engaged for longer periods.


How Honda use interactive video

Honda used an interactive video in their email campaign to promote their new Civic. The video allowed viewers to choose their own adventure and follow a character on a road trip. The viewer's choices affected the outcome of the video and led to different endings. This interactive experience not only increased engagement but also allowed Honda to showcase the features of the new Civic in a fun and engaging way.


How Ikea use interactive video

Ikea used an interactive video in their email campaign to promote their kitchen products. The video allowed viewers to click on different parts of the kitchen and learn more about the products. This interactive experience not only increased engagement but also allowed Ikea to showcase their products in a more immersive way than a traditional product catalog.


Conclusion: Stand out from the crowd with interactive email content


Incorporating interactive content in email marketing can help businesses stand out from the rest and increase customer engagement. By using gamification and interactive video, businesses can create fun and immersive experiences that keep customers coming back for more.


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What do you think will be the biggest trend in email marketing?

  • Automation

  • Personalization

  • Interactive Content

  • Segmentation



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