Static emails have their limits. Interactive emails add dynamic elements so readers can engage without leaving their inbox. These might include polls, surveys, carousels of images, collapsible sections (accordions), embedded forms, and countdown timers. The aim is to make the email experience more like a mini-webpage — for example, a recipient can vote in a poll or browse a product gallery right in the message. Modern email standards like Google’s AMP for Email enable these features.
For instance, AMP components such as amp-carousel and amp-form let you embed carousels and forms directly in an email . With these, users can scroll through multiple images or submit a survey instantly. Another approach is using carefully tested HTML/CSS tricks (like hidden checkbox hacks) to simulate interactivity. The key is that subscribers can take action — RSVPing, giving feedback, or exploring content — inline , without clicking through to a website.
Interactive elements have been shown to significantly boost engagement. When recipients can act immediately (like voting in a poll or submitting info), click-through rates go up . SharpenUp’s AMP guide notes that interactive emails “reduce the need to leave the inbox” and lead to higher click-through because users can “RSVP to events or fill out surveys directly within the email” . In other words, interaction is convenient and keeps readers engaged.
multiple options) in the email to respond. This is great for feedback or market research.
commerce email could show a rotating carousel of top products with buttons to “View” each item.
FAQs or case studies) without scrolling endlessly.
preferences. With AMP forms, a reader can fill and submit a form inside the email.
creates urgency for limited-time offers.
that wiggles) can draw attention to your CTA. Best Practices: Always provide a fallback for email clients that don’t support interactivity (like Outlook). For instance, if you add an AMP form, include a standard HTML version below it saying “Click here to respond” as a link. Test your emails thoroughly across devices and clients. Services like Litmus or Email on Acid can3637 preview how an interactive email renders. Also, keep interactivity purposeful — too many gimmicks can Finally, measure results .
Track interactions (how many people answered the poll, or clicked the carousel) in addition to opens and clicks. Compare interactive emails vs. traditional ones to see the lift in engagement. Studies suggest that using interactive elements thoughtfully can skyrocket engagement in your campaigns .
- Polls and Surveys: Embed a quick survey or poll. Recipients simply click their choice (e.g., “Yes/No” or
- Carousels/Slideshows: Use a slideshow of images or products (swipeable on mobile). For example, an e-
- Accordion Sections: For long content, use expandable sections. Subscribers click to reveal more details (e.g.
- Embedded Forms: Include a form field or button for actions like signing up for a webinar or submitting
- Countdown Timers: Display a live countdown (e.g. “Sale ends in 10:15”) that updates in real time. This
- Animated GIFs or CSS animations: While not interactive per se, subtle animations (like a “click here” arrow