The basic idea behind interactive elements is action. The email recipient is supposed to interact with the element in some way . GIFs, dark mode, or countdowns, for example, do not fall into this category – as such an element may attract attention, but the reader does not interact with the element in any way.
So what interactive elements can we use in emails?
hover effect (effect of change after mouse hovering – e.g. over a button, image, etc.)
gamification (scratch cards, wheels of fortune, etc.)
surveys, questionnaires, forms
interactive sounds
videos and animations
trigger link (a link or button that, when clicked, automatically ios database completes the desired action – e.g. filling out a questionnaire with known data or confirming participation in an event)
Original gamification by EmailMonks
Connecting an interactive button and gamification in an email from MOO
Stripo template reviews right in the email interface
The benefits of dynamic and interactive emails in numbers
AMP emails can get up to 3x more conversions than traditional HTML emails
Gamified elements can significantly increase subscription rates and order completion conversion rates when collecting new contacts
Video in email increases open rate by 19% and click-through rate by up to 65%
What metrics are good to track in emailing?
Check out the 7 most important email metrics to track and learn how to work with them.