Interactive content is on the rise. The numbers support this: there is a 73% click-to-open-rate increase in interactive email content versus static email content. Every email marketer needs to consider incorporating interactive content into their campaigns.
Why add interactivity?Consumers want to have fun online. Being entertained online keeps users’ attention. Many consumers feel that this is possible using cutting-edge marketing methods, like interactivity. In fact, 82% of consumers state they prefer interactive emails over static emails. One survey reported that this is even the case in B2B marketing. In one study 91% of B2B buyers report wanting to consume interactive and visual content online over static content. Interactive emails force recipients to become a part of your marketing strategy. These interactions boost engagement and brand loyalty. Plus, they lead to 2x more conversions than passive content. This means all email marketers must really start considering this strategy.
What is interactive email content?Content with interactivity is anything that a consumer actively engages with to create a robust experience. Consumers tend to tap, swipe or interact with this type of content. Interactive emails simply incorporate this content into their campaigns. Email has some technical challenges that prevent it from being fully interactive. Some email platforms, like Google, are paving the way to change this. Right now, there are a few ways to make email content with interactivity. Using these techniques will increase the effectiveness of your email campaigns. By incorporating this type of content into your emails, you will see higher click-through-rates, engagement and ultimately ROI.
Personalize your EmailsEmail personalization is so much more than adding the recipient’s first name in the subject line and salutation. Even though this tactic can seem unnatural and even forced, this is not the goal of personalization at all. Personalization aims to make a recipient comfortable and engaged with your email because it is sent to them personally with their name in the content. It should entice them to keep reading. Personalization is about tailoring your email to your recipient and making it as meaningful to them as possible. Your personalized campaigns should create a one-on-one feel for a recipient. To personalize your emails, start with your list segments. You can create a different interactive experience for each type of segment. When creating an email campaign, use snippets and custom fields like their name, within the body of your email. These types of fields will help you make the interactive campaign more relevant to your segment. Making sure you do this along with other, specific interactive techniques can increase your response rate by 50%.
Incorporate VideoNearly one-third of all time online is spent watching videos. Plus, 65% percent of consumers prefer video content over text. Clearly, people love consuming videos. This means they should be added into an effective email marketing strategy. Videos within emails cause a 200-300% increase in click-through rate. Users are also 64% more likely to buy a product after seeing it in a video. This suggests that video is an extremely powerful tool to promote and grow your business. The types of videos you should focus on are:
- Introduction videos: 30 to 45 seconds videos that show customers who created the email they received.
- Support videos: 60 seconds step-by-step videos for customers to learn about the products or services offered by the sender.
- Explainer videos: 1 to 3-minutes animated videos that show customers how a product or service works.
- Testimonial videos: 30 to 45 seconds videos that record customer satisfaction.