Interactive emails have long been more than just a trend. They are changing how companies communicate with their customers. Many clients come to me because they are looking for more engagement, better data and stronger brand loyalty. Interactive emails offer exactly that. They bring communication to life and put the target group directly at the centre. With iROI coaching, I help companies to strategically design and sustainably optimise their interactive email projects.
Why interactive emails are so effective
Interactive emails capture attention better than traditional formats. They offer variety and encourage direct interaction. This increases open rates and promotes customer loyalty. Many companies already use surveys, quizzes or interactive picture galleries. These elements provide more fun and help to collect valuable data.
An example from the fashion industry: an online shop asks customers for their favourite colours directly in the email. The answers are immediately incorporated into product development. Another example from the travel sector: a provider displays an interactive calendar in the email. Customers can book an appointment for a consultation directly without leaving the email. Academies also use interactive emails in the education sector. They offer small quizzes on new courses and thus motivate customers to read on.
Interactive e-mails: practical examples from the industry
Surveys and feedback directly in the mail
Surveys are a classic tool for interactive e-mails. They provide valuable feedback and encourage participation. Many companies use them to ask customers about new products. The answers help to improve offers in a targeted manner.
An example from the healthcare sector: A pharmacy asks customers about their preferences for new products. The survey runs directly in the email. Another example from the financial sector: a bank asks customers for feedback on new services. The responses are incorporated directly into further development. Retailers also use surveys in the retail sector. They ask about satisfaction with the last purchase and receive immediate feedback.
Interactive picture galleries and sliders
Picture galleries and sliders bring emails to life. They show products or services in action. Customers can browse directly through the images and be inspired.
An example from the property industry: An estate agent shows an interactive image gallery of new properties in the email. Customers can scroll directly through the photos and take an interest in the details. Another example from the catering industry: A restaurant presents new dishes with a slider. Customers can scroll directly through the images and decide to make a reservation. Providers also use sliders in the travel sector. They show highlights from new travel destinations and motivate customers to book.
Direct actions in the e-mail
Interactive emails enable direct actions. Customers can complete a purchase, book an appointment or fill out a form directly in the email. This saves time and increases conversion rates.
An example from e-commerce: an online shop displays the shopping basket directly in the email. Customers can complete the purchase directly without leaving the email. Another example from the service sector: A consultant offers a pre-filled form in the email. Customers can enter their details directly and book an appointment. Academies also use direct actions in the education sector. They offer the option of booking a course directly in the email or registering for a webinar.
BEST PRACTICE with one customer (name hidden due to NDA contract) A large online shop wanted to improve feedback on new products. With iROI coaching, we developed an interactive email with a quiz. Customers were able to give their opinion and make suggestions directly in the email. The feedback was significantly higher than with traditional surveys. The data flowed directly into product development and helped to optimise new offers in a targeted manner. Customers were delighted with the simple and direct way of expressing their opinion.
My analysis
Interactive emails are a powerful tool for modern customer communication. They increase engagement, provide valuable data and promote brand loyalty. Many companies are already using surveys, image galleries and direct actions. With iROI coaching, I help companies to strategically design and sustainably optimise their interactive email projects. The benefits are clear: more attention, better data and stronger customer loyalty. Interactive emails are the future of email communication.
Further links from the text above:
10 examples of interactive content in emails
Interactive email elements - Digital marketing dictionary
Interactive emails - fresh and attention-grabbing
12 strategies to make your emails more interactive
7 newsletter ideas: More success in email marketing
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