![]() Users answered a series of questions inside the email to unlock which Halloween villain they are most like. ![]() We recently incorporated a game into one of our own TrendyMinds emails. More brands are using gamification to drive interaction and conversions in email. ![]() Another example from our work with the Indiana Pacers uses a GIF to feature several of their star players right as the user opens the email.Games and puzzles You have probably already heard about how gamification can be used to drive high-quality engagement with your audience. ![]() A report compiled by Email Monks found that emails including an animated GIF see a click-through rate up to 26% higher than one without (Email Institute) and that using a GIF in an email can increase the conversion rate by 103% (Marketing Sherpa).In this email we created for Indiana Sports Corp, we used a series of subtle, animated GIFs to draw the viewer in and guide them through the email. Animated GIFs add the interactive element of video with fewer limitations. Keep videos short.Keep the file size small.Default to mute.Make sure using video adds value to the email. Campaign Monitor listed some best practices for inserting video into your brand’s email experience. This particular campaign saw a 300% jump in click-through rate.HTML5 video and animated GIFs While video is still not universally supported by different email clients, it is becoming more common, and if your subscriber base is especially active on Apple Mail, it’s a good option. Subscribers in areas experiencing weather warmer than 40º received content featuring rain gear, while recipients in areas experiencing weather below 40º received content offering winter shoes. According to Adobe, the definition of “real-time email marketing” is email that delivers “contextually relevant experiences, value, and utility at the appropriate moment in the customer lifecycle in ways that reflect the customer’s preferences.” An example from men’s fashion brand Allen Edmonds shows how the brand used weather and geo-location as variables to deliver contextually relevant content to subscribers. Based on real-time variables, these emails will generate content based on the moment of open, not on the moment of send. This includes content based on geolocation, device, weather, time, (Twitter) trends, and stock levels. Users can peruse conference dates, options and packages, add tickets to a shopping cart, and hop to a landing page to finalize the purchase.Real-time news and updates EmailMonday blogger Jordie van Rijn predicts more email will use contextual data, in real-time. Some brands are making it possible for users to shop, manage their cart and initiate transactions completely inside an email. Here is an email we created for Rev that uses accordions to minimize the initial amount of information presented and imitate a web-like experience.Shopping carts The more barriers you can remove for customers, the easier, and more likely, it will be for them to go through with a transaction. The ability to include hamburger menus and carousels into email code is changing that. This is especially relevant to mobile email design, which has traditionally seen tightly constricted navigation options due to screen size. Navigation bars, accordions, and menus As brands strive to make email a fully interactive, app-like experience, users will continue seeing more web-like navigation and menu options. Here are five examples of how you can incorporate interactive content into your next email. If your idea of interactive email is “Dear %%FIRST_NAME%%,” brace yourself for more possibilities. Email marketing leaders are buzzing about creating app-like or microsite inspired experiences completely inside an email. According to a Litmus survey of email marketers, creating interactive experiences was the biggest email design trend of 2018, and one year prior, 2017 was declared the year of interactive email.
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