This means emails will be more relevant to each recipient and less likely to be out of date.Īs of early 2018, 21% of brands had created interactive emails, up from 15% the year before, according to Litmus’ State of Email Survey. Interactive email also enables the ability for even greater personalization by allowing content to be refreshed in real-time by calls to external services. Studies have shown that more engaged customers form deeper relationships with brands and are more likely to become long-term loyal customers. By streamlining the experience and making it easier to take action, marketers will be able to drive more interactions. Just 18 percent of survey respondents preferred traditional static email campaigns, while 82 percent were more likely to respond to an interactive message.įrom a marketer’s point of view, interactive emails promise to significantly increase subscriber engagement. A recent survey by Zembula found that participants were more likely to engage with interactive content. In fact, they actually prefer having more functionality and information brought to their inboxes.
Kristina: What are some benefits of making email more interactive?Įric: Interactive elements can make email messages more interesting and engaging for subscribers. Since the birth of email marketing, emails have been used to drive customers to websites or dedicated landing pages to get more information, complete an action or make a purchase. What would normally require users to go to a landing page can now be done in an email. But it also means Marketers will be able to bring functional elements like menus, interactive forms and quizzes, or even e-commerce add to cart functionality directly to the inbox. These will include simple things like image carousels and hover functionality that reveal additional information or product descriptions when moused over. They will include content elements that encourage subscribers to actively engage with content to access more information or complete an activity. Interactive email holds the promise of turning messages into the equivalent of individual microsites that can be engaged with directly from the inbox without clicking through to a landing page. Email is now poised to be transformed in ways similar to how yesterday’s static web sites turned into today’s dynamic destinations. While websites have changed significantly over the past few decades, email has remained largely unchanged. It’s established itself as a reliable form of communication that works across platforms and devices with an estimated 4 billion users worldwide. Kristina: How does an interactive email strategy differ from traditional email?Įric: Everyone is familiar with traditional email. And as more and more email marketing platforms integrate tools that help create and test interactive content, Marketers large and small will begin making it a normal part of their campaigns. Over time, Interactivity will bring more of what is already commonplace within the context of websites upstream into the inbox. This makes it worthwhile for marketers to spend the time and effort to adopt and apply the technology in their campaigns.
#Kiwi for gmail enterprise plus
With the addition of Gmail’s 1 billion plus users, more than half of all email users worldwide will be able to experience interactive emails.
Google’s rollout of AMP for Gmail means we’re finally reaching the tipping point where support for interactive email has achieved critical mass. Kristina: Kiwi has predicted an increase in interactive email experiences this year – why?Įric Wanta, CMO, Kiwi for Gmail: The use of interactivity in email has been slowly gaining momentum over the past few years.
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