Email marketing has long been a staple of digital marketing, but today’s inboxes are more crowded than ever. To stand out, marketers must go beyond traditional static emails and embrace interactive email—a game-changing approach that transforms passive reading into an engaging experience.
From clickable elements to dynamic visuals, interactive emails captivate audiences, drive higher engagement, and improve conversion rates.
Data indicates that 82% of email recipients prefer messages with interactive content.
That’s a relatively small change with big results. But what exactly is interactive email, and how can it enhance your marketing strategy?
Let’s dive in.
What is interactive email?
Interactive email allows recipients to engage with content directly within the email itself, without needing to click through to a website. This can include videos, countdown timers, image carousels, polls, quizzes, add-to-calendar buttons, and more.
By encouraging subscribers to take action inside their inboxes, interactive emails create a more engaging, memorable, and effective user experience.
Why interactive emails are changing email marketing
Why are so many brands moving toward interactive email? Because it gets the results that email marketers want.
So what can interactive emails do that static emails can’t? Well, on top of just being preferred by a lot of readers, they have been proven to:
- Boost engagement – Interactive emails have higher open and click-through rates than static emails.
- Reduce friction – Users can engage without leaving their inbox, making them more likely to take action.
- Enhance personalization – Many interactive elements allow customized experiences based on user behavior.
- Improve conversions – Interactive features create urgency, excitement, and convenience, leading to more purchases, sign-ups, and event attendance.
- Stand out in the inbox – In a sea of text-heavy emails, interactive content grabs attention and keeps subscribers engaged.
These are only a few of the benefits, however, we want to go on to look at options for your interactive emails, since we know you’re itching to get started. Let’s explore the most popular types of interactive emails and how they can improve your marketing.
Types of interactive email
1. Countdown timers: Create urgency that drives action
A real-time countdown timer in an email taps into the psychological principle of urgency. When subscribers see time running out, they’re more likely to take immediate action—whether it’s making a purchase, signing up for an event, or claiming a limited-time offer.
Best for:
- Flash sales and exclusive promotions
- Early-bird discounts and price increases
- Product launches and event countdowns
Why it works:
- Triggers FOMO (fear of missing out) and encourages quick decision-making.
- Reinforces deadlines by serving as a visual reminder that time is limited.
- Boosts conversions because time-sensitive offers increase click-through rates significantly.
2. Videos in emails: Captivate and convert
Video content is one of the most engaging formats in digital marketing, making it an incredibly powerful addition to email campaigns.
Best for:
- Product demonstrations and tutorials
- Customer testimonials and case studies
- Behind-the-scenes content and company culture
Why it works:
- 80% of video marketers say video has directly helped increase sales.
- Video email marketing has a 22% higher open rate and a 100.95% higher click-through rate than non-segmented campaigns.
- Adding video in email campaigns can lead to 80% of users saying videos help them make a purchase decision.
- Adding video content to emails can potentially reduce opt-outs by 75%.
Example: A software company embeds a 30-second product demo in an email, showing key features in action, making it easy for subscribers to understand its value.
3. ‘Add to Calendar’ buttons: Maximize event attendance
No matter how engaging your event emails are, people get busy. An ‘Add to Calendar’ button ensures they won’t forget your event by adding it directly to their calendar with one click.
Best for:
- Webinars and online training sessions
- Virtual and in-person conferences
- Product launches and sales events
Why it works:
- Increases event participation due to the fact that subscribers who add an event to their calendar are more likely to attend.
- Reduces no-shows thanks to automatic reminders from their calendar help them stay on track.
- Creates a seamless user experience and saves yourself time, no need to manually enter event details.
Example: A webinar invitation email includes a one-click ‘Add to Calendar’ button, ensuring registrants get an automatic reminder before the event starts.
4. Polls and surveys: Collect insights effortlessly
Want to make emails feel more interactive and valuable? Adding a poll or survey lets subscribers share opinions and feedback without leaving their inbox.
Best For:
- Customer feedback and satisfaction surveys
- Market research and trend insights
- Audience engagement and content preferences
Why It Works:
- Turns email into a two-way conversation so that subscribers feel heard and valued.
- Encourages engagement as people are more likely to respond to quick, in-email surveys.
- Provides valuable data that helps brands tailor future marketing strategies.
Example: A beauty brand emails a one-question poll asking customers, “Which skincare product should we launch next?” and showcases the winning option in a future email.
5. Image carousels and sliders: Showcase more in less space
Interactive image carousels allow recipients to browse multiple images within a single email, making them perfect for showcasing products, testimonials, or promotions.
Best For:
- E-commerce product spotlights
- Real estate and travel industry promotions
- Event highlights and speaker lineups
Why It Works:
- Saves space so that subscribers don’t have to scroll endlessly.
- Keeps emails visually engaging since a dynamic experience is more memorable.
- Improves product discovery because users can explore multiple items in one email.
Example: A clothing retailer uses an image slider to showcase different colors of their new jacket, letting subscribers swipe through options.
6. Interactive menus and accordions: Organize content for better readability
Interactive menus and accordions help streamline content, making emails more structured and user-friendly. These features allow recipients to navigate different sections of an email or expand and collapse content as needed—without overwhelming them with too much information upfront.
Best for:
- Newsletters with multiple sections
- Product catalogs or feature breakdowns
- Event agendas or multi-session schedules
- FAQs or knowledge-based content
Why it works:
- Enhances user experience by allowing subscribers to control what content they see.
- Reduces email clutter and keeps long emails visually clean and digestible.
- Increases engagement since subscribers interact with the email rather than passively scanning it.
Examples, (because this time one isn’t enough): A weekly digest email from a media brand features an interactive menu with sections like Top Stories, Industry Insights, and Upcoming Events, allowing readers to navigate to the content they care about most. Or a university email about enrollment includes an accordion with sections like Application Deadlines, Financial Aid, and Course Registration, making it easy for students to find what they need.
7. Gamification: Turn emails into interactive experiences
Gamification elements, like scratch-to-reveal discounts, spin-to-win wheels, or hidden rewards, make emails fun and interactive, encouraging higher engagement.
Best for:
- Loyalty programs and exclusive rewards
- Holiday promotions and special offers
- Increasing brand awareness and engagement
Why it works:
- Triggers excitement because users love the thrill of winning something.
- Boosts click-through rates using gamified elements, which encourage more interactions.
- Encourages repeat engagement as users anticipate future promotions.
Example: A spin-to-win wheel inside an email offers subscribers a chance to win discounts ranging from 10% to 50% off their next purchase.
How to get started with interactive email
Want to start using interactive emails but not sure where to begin? Here are a few tips:
✔ Pick the right interactive features and choose elements that align with your campaign goals.
✔ Keep it mobile-friendly to ensure interactive elements work seamlessly on mobile devices.
✔ Use fallbacks for email clients because some email clients don’t support all interactive elements, so always include a fallback option (e.g., a static image for videos).
✔ Test before sending to check how interactive features behave across different email platforms.
✔ Measure performance and track clicks, engagement, and conversions to see what works best.
The future of email is interactive
Email marketing is evolving, and brands that embrace interactive emails will see stronger engagement, higher conversions, and a better return on investment. Consumers expect more than just static messages—they want dynamic, engaging experiences that encourage them to take action without extra steps.
By incorporating countdown timers, videos, add-to-calendar buttons, polls, and other interactive features, you can create emails that not only capture attention but also drive meaningful interactions with your audience.
If you’re looking for an easy way to bring interactive email into your marketing strategy, Delivra makes it simple. With drag-and-drop tools, built-in interactive features, and seamless integrations, you can design engaging, high-performing email campaigns without needing complex coding.
Ready to explore what interactive email can do for your brand? Learn more about how Delivra can help you create email experiences that stand out in the inbox. 🚀 Get started today.
