How to Make Your Emails More Interactive [Expert Tips + Examples]

By mbretous@hubspot.com (Martina Bretous)

As a Millennial, my experience with email has been quite interesting.

For a while, it’s where I received chain mail that I was forced to forward unless I wanted something terrible to happen to me or my family. Then, it was where I sent junk emails from brands I didn’t care about.

Today, I look forward to checking my email and hearing from my favorite brands on everything from the news and the marketing world to product launches and sales.

As this marketing channel continues to evolve, one thing users are looking for is interactivity. It makes emails more fun to read, and on the brand side, is a great way to convert users.

Let’s dive into how to use interactive elements in your emails and examples of brands getting it right.

So, why the push for interactive emails? Ashley Riordan, growth marketing manager at HubSpot says nowadays, users expect more.

“When you think about your own inbox – work or personal – the amount of emails we get in a day is a lot,” said Riordan. “Interactive emails, whether it’s a personalized element or multimedia feature, help attract readers’ attention, set your email out from the crowd, and cut through that noise.”

She suggests calling this era: email 2.0. Interesting email content isn’t enough – now it’s about taking it one step further to involve your audience in the emails they receive.

Studies show that consumers are welcoming this change, it’s marketers who are reluctant.

“91% of consumers want interactive content, but only 17% of marketers provide it,” said Megan Moller, director of content marketing at Litmus. “That could be a missed opportunity as competition for subscribers’ attention is at an all-time high, and marketers report seeing a 200% improvement in click-through rates when using interactivity.”

The possibilities are not exactly endless, but they’re pretty extensive. You can add interactivity in email by adding a form, faux video, embedded video, animated GIFs, or carousel.

However, Moller adds that you have to make sure these elements will work for your audience.

“Don’t just add them for interactivity’s sake. Not all email clients support interactivity – though there is growing support of AMP for email,” she added. “Discover what environments (email clients, devices, and more) your subscribers are on with a tool like Litmus Email Analytics, so you can know which interactive strategies are possible with your subscribers.”

3 Reasons to Create an Interactive Email Newsletter

We know interactive elements make emails more engaging and can increase your conversions. But when do you usually use them? Technically, you can implement them anytime but here are some of the most popular ways to leverage interactive elements.