27% embrace interactive email This is the sixteenth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.A recent survey of marketing managers found that 27.2% are now executing interactive email campaigns. Interactive emails take various forms. Here are some examples: Creating an email with an APP-like experience – an approach very […]

27% embrace interactive email This is the sixteenth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.A recent survey of marketing managers found that 27.2% are now executing interactive email campaigns. Interactive emails take various forms. Here are some examples: Creating an email with an APP-like experience – an approach very useful on mobile devices Enabling recipients to manage their shopping carts and initiate transactions from within an email Incorporating real-time content such as real-time news in emails Incorporating games and puzzles into emails to add value to the experience and drive up personal engagement Incorporating video or animated GIFs into emails, which has the effect of generating a 26% higher click-through rate Interactive emails incorporate dynamic content into email, which makes them more engaging. They offer a more interesting experience and are more likely to drive transactions. Research suggests that 17% of marketing managers now…