For you to spend money on interactive Email and Automation

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
5 min read

Two major trends in email should not be ignored: interactive email and automation.

For certain messages, an old-fashioned email with a plain-text, well-written letter and a call-to-action in the bottom just might do just fine. But if you don’t desire to take the chance of branding your complete online presence as “retro,” to compete, you must utilize the latest email technology.

What is Interactive Email?

To create an interactive email, a developer uses HTML and CSS to generate radio buttons, forms, live counters, tabs along with other interactive elements typically applied to webpages. These interactive emails are now dubbed “mailable microsites,” and the name fits perfectly. These emails act as being a micro website where users can move from “page to page” using tab and radio buttons to traverse this content and also convert directly within the e-mail.

These mailable microsites are increasingly being made out of techniques such as for example punched card coding which effectively runs on the large amount of radio buttons and styles the CSS in line with the values of these buttons. Because the radio buttons for every tab is checked then your corresponding tab is shown.

There are some limitations to these microsites being sent via email such as quality of the e-mail and rendering these across email clients. It is possible to mitigate the e-mail client issue by grouping them into three buckers; Static, Limited and Interactive.

Static clients include Outlook and Gmail app where they strip functional CSS that renders the e-mail as a static layout. Using these email clients, users will dsicover what appears like a standard email minus the interactive CSS elements.

Limited clients include Gmail webmail, AOL and Yahoo where they will have some limitations varying by client on the CSS they allow. Although some interaction are supported, more complex CSS could be edited or stripped altogether by your client.

Interactive clients include Applemail, Android and IOS where they allow all of the CSS elements it is possible to come up with. A report by EmailClientMarketShare.com shows, out of just one 1.05 emails opened in August, 57% of these were opened in interactive email clients, and another 20% on limited email clients.

While highly complicated interactive email applications may need an educated web developer to generate, a lot more SaaS e-mail marketing solutions are providing built-in interactive email capabilities.

Examples of interactive emails include:

  • A news or social media feed. The Chicago Tribune waded in to the interactive email waters having an email that featured a live feed of these latest news stories. Readers could actually scroll through the most recent stories and click on through right to read it.

interactive email for news or social feed

interactive email for ecommerce

  • A survey which can be taken entirely within the email. Ticketmaster used interactive email to distribute a poll right before the MTV Music Video Awards asking subscribers who win in various categories. After voting directly from the e-mail, these were redirected to an online voting page where they might see the outcomes of voting around that time. They saw a 182% upsurge in opens and 80% of individuals voted again after seeing the outcomes page.

interactive email for surveys

The likelihood of interactive emails might not be endless yet, however they are far and beyond what might have been done just a decade ago.

What is Marketing Automation?

Marketing automation is really a simple concept at its core. Basically, you define a “trigger” beforehand that causes a contact to be sent. The initial automated emails were autoresponders and “drip campaigns.”

Drip content continues to be used today. It really is simply a group of pre-written emails which are sent on a collection schedule. For instance, a person might register with get a free email course where one lesson is emailed every week simultaneously.

While the original drip still has its place, modern marketing automation offers a much higher degree of sophistication. Email automation companies, like Campaign Monitor, give marketers the opportunity to automate highly personalized emails predicated on customer shopping patterns, past purchases and email engagements.

An incredibly effective email automation strategy would be to create “if this then that” behavioral based email sequences. Marketers be capable of automate what email content is delivered next based on what sort of recipient engaged having an email.  For instance, a travel brand may send new subscribers a greetings email that features a few of their hottest destinations around the world. Predicated on which destination a recipient clicks on, email automations will send them content specific compared to that region to entice them to get a travel package there.

Get Started Using Interactive Emails and Automation Together

Use Purchase History in Interactive Emails

One of the very most promising interactive email types may be the eCommerce shopping cart software. Today businesses send a contact to customers where they need to click on something of interest which opens a browser window to allow them to have the ability to create a purchase. Interactive eCommerce emails keeps the complete shopping and checkout process native to the e-mail client. Through the use of email automation software that integrates with shopping carts like Shopify and Magento, businesses may use a customer’s purchase history to provide products which are much like past purchases. Marrying this automation practice with native interactive email shopping carts permits customers to get products they will have interest in without needing to leave the e-mail client.

If your emails have already been irrelevant, overbearing, or desperate…rather than compelling, interesting, and timed properly, a poor conversation rate is not any surprise. By truly targeting your potential prospects and offering them interactive, engaging emails that react to their preferences (not yours), it is possible to turn a few of that “dead weight” into business.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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