.png)
Interactivity in HTML email means incorporating dynamic elements that let recipients engage with the content right within the email itself. This goes beyond static text and images, creating a more engaging and interactive experience. Buttons or Calls-to-Action (CTAs) like “Shop Now,” “Learn More,” or “Download” are some of the most common interactive elements that prompt user actions daily.
Here are some advanced interactive elements that are becoming more popular:
Image Carousels: Sliding image galleries that showcase multiple images of products or services.
Surveys: Collect user input directly within the email (e.g., feedback surveys).
Interactive Images: Hover over (desktop only) or tap an image to reveal additional product or service information or links.
Accordion Menus: Expandable sections that reveal more content when clicked. Great for FAQs or detailed product information.
Countdown Timers: These create urgency for limited-time offers or events.
Embedded Videos: Play videos directly within the email.
Polls, Quizzes, and Games: Enable direct interaction within the inbox.
Mapp has been at the forefront of email marketing and content creation, consistently enhancing our platform and CMS blocks to help marketers excel in their email marketing with ease.
In this blog, we’ll explore the impact of interactivity in HTML emails and how our platform can boost the interactivity of your campaigns.
HOW IMPACTFUL IS INTERACTIVITY IN HTML EMAILS?
These days, it’s all about creating convenient and exciting experiences. With 60% of email recipients saying they are likely to engage with an interactive email, it’s clear these are fantastic for capturing customer attention and encouraging action. By making navigation and interaction seamless, businesses can achieve better conversion rates while offering richer, more engaging content.
HOW MAPP MARKETING CLOUD POWERS INTERACTIVITY IN HTML EMAILS
Before we dive in, it’s important to note that interactivity in HTML emails might not work on all devices, a common issue in the industry. But don’t worry! Mapp Marketing Cloud includes creative fallback options in our interactive blocks to guarantee a great experience on any device.
Here’s a closer look at two of our standard CMS blocks and a newcomer to our collection at Mapp: the Countdown Timer, Hotspot Block, and Feedback Block.
1. COUNTDOWN TIMERS
Creates Urgency: Countdown timers highlight the limited time of offers to spur immediate action and elevate conversion rates.
Increases Engagement: Vibrant design captures attention, making emails stand out.
Enhances FOMO: Triggers psychological responses that increase the likelihood of recipient action, giving a competitive advantage.
Boosts Email Metrics: Enhances open rates and engagement by keeping recipients focused longer.
Flexible Use: Versatile and customizable, perfect for various campaigns from product launches to holiday sales, tailored to match brand and campaign needs.
Countdown timers enhance email campaigns by creating urgency, boosting engagement, and driving conversions; their versatility and customization make them effective across various marketing efforts, encouraging immediate action and improving results.
Visually showing the limited time available for an offer and having the expiry date visible creates a sense of urgency, prompting immediate action and reducing procrastination. This time-sensitive element often leads to higher conversion rates, as recipients are motivated to act quickly.
Countdown timers can be used in various email campaigns, including product launches, holiday promotions, end-of-season sales, and event reminders. These can be customized to match your brand’s aesthetics and the specific nature of the campaign, ensuring consistency in your marketing efforts. Change colors, add a background image, adjust text color and type, resize the timer, and add a unique message for when an offer or event has ended. Be creative with your messages to maximize impact!
2. HOTSPOT BLOCK (INTERACTIVE IMAGES)
An example of creating a hotspot block for an interactive HTML email in Mapp Marketing Cloud
Enhanced Interactivity: Create clickable areas within images or layouts, allowing recipients to explore different content parts.
Improved Engagement: Enhances visual appeal and engagement, encouraging recipients to interact more with the email. These elements adapt well across devices and guide users to actions like "Buy Now" or "Sign Up," boosting conversion chances.
Better Content Presentation: Use to emphasize and detail specific image or layout sections, such as product features or special offers.
Data Collection and Insights: Analyze hotspot interactions to provide insights into recipient preferences, enhancing campaign strategies.
Promotes Multiple Products or Features: Showcase several products or offers in one email, linking to various landing pages for increased cross-selling and up-selling.
Hotspot blocks transform static emails into dynamic, interactive experiences. When integrated into HTML email campaigns, you can significantly boost engagement, click-through rates, and overall campaign effectiveness.
These blocks organize content, highlight key information, and deliver a personalized experience, making them ideal for promoting multiple products and enhancing user interactions. By incorporating strategically placed calls to action, hotspots can significantly increase conversions. Additionally, marketers can gather valuable engagement data from these interactions to refine and optimize future campaigns.
Hotspots are perfect for promoting multiple products, enhancing user experience, and increasing conversions with strategically placed calls to action. Overall, hotspots make email campaigns more dynamic, engaging, and effective.
3. FEEDBACK BLOCK
An example of the feedback block being used in an interactive HTML email.
Active Participation: Encourages recipients to share opinions, boosting engagement.
Valuable Insights: Gathers direct feedback on preferences and pain points, offering actionable insights for improvement.
Building Customer Relationships: Shows commitment to enhancing customer experience and fostering stronger loyalty through two-way communication.
Personalization and Customization: Uses feedback to tailor content and segment audiences for more targeted campaigns.
Improved Product Development: Integrates customer suggestions to drive innovation and prioritize features most valued by customers.
Enhanced Customer Experience: Proactively addresses feedback to improve satisfaction and prevent issues from escalating.
Monitoring Customer Sentiment: Regularly tracks customer sentiment to identify trends and respond to negative feedback, safeguarding brand reputation and retention.
Adding a Feedback block to your HTML email campaign offers valuable insights, enabling you to enhance customer relationships through direct input from the customers themselves. This feedback helps tailor content and informs product development. By actively monitoring customer sentiment and integrating their feedback, you can craft more engaging and effective email campaigns that are closely aligned with customer preferences, ultimately boosting satisfaction and loyalty.
UPDATE: NEW FEEDBACK BLOCK AVAILABLE
An example of selecting a smiley face in the feedback block being used in an interactive HTML email.
Our new block has made smiley face feedback collection in our emails even more customized, direct, and instant. With a simple tap-to-reveal process, recipients can tap an animated smiley face directly within the email message and send data directly to your database. It’s a highly customizable block, allowing adjustments for different data points and languages to suit diverse audiences. Compatibility isn’t an issue either, turning taps into clicks on unsupported devices and redirecting users to a landing page while still capturing data effectively.
This feedback block includes a customizable landing page, available in the new on-demand landing pages we offer, which can be adapted in design and logic. You could add two pages to this: one for positive feedback with options to share on social channels, and another for less favorable reviews, providing ways for users to express concerns or contact support, steering interactions away from social media. This innovation not only makes collecting feedback seamless and fun but also enhances data collection and user experience across various devices.
MAKE YOUR EMAILS SHINE WITH INTERACTIVITY!
In essence, embracing interactivity doesn’t just elevate engagement and conversions—it also distinguishes your brand, shapes consumer preferences for devices, and sets new standards in digital interaction. By embracing these advancements, businesses can lead the charge in innovation and customer satisfaction within their industries.
If you’re an existing client looking to get started, feel free to talk to your CSM on how to get started – perhaps with a preview of our CMS blocks too! And if you’re new to Mapp, our experts are also available for a chat and demo to start your interactive email journey today.
This article was first published by Mapp. Permission to use has been granted by the publisher.
Comments