Interactive emails: The unsung hero of email marketing

In today’s B2B email marketing landscape, brands have access to a wide range of technologies, tools and tactics to effectively connect with their target audiences. With so many options - from to customer lifecycle emailing to a content-driven approach - it can be challenging to know which will keep your audience engaged and truly deliver on your goals.

In this blog, we explore how incorporating interactive emails alongside the strategies above can boost engagement and avoid your content going stale.

What are Interactive Emails?

Interactive content speaks to a common issue that all marketers face – attention span.

From hover effects, and moving images (like GIFs), to embedded chats and videos, such as product demos and virtual tours, these types of emails offer a more dynamic and engaging experience for your audience. They are especially effective at drawing attention to key information quickly and clearly.

Consider adding content like surveys and whitepapers too. These are a great way to increase engagement by providing clickable, value-driven elements that encourage recipients to explore beyond the top line information - while also supporting lead generation through meaningful data capture.

With customers able to interact directly with your brand without leaving their inboxes, passive consumption quickly turns into active engagement, strengthening brand connections, driving demand generation, and increasing conversion rates. In fact, studies show that 60% of email recipients are likely to engage with an interactive email.

Integrating interactive emails into your campaign

While interactive content can be a powerful way of reengaging your audience, simply dropping in a video or embedding a quiz into your next campaign won’t guarantee conversions. Here are some tips on how to get it right:

- Personalisation – Tailoring content to your target audience is important in any marketing strategy, including interactive emails. Be mindful of the businesses you are targeting and aiming to convert. Consider what would engage them the most. A ‘what sandwich are you?’ style quiz might work in a B2C context but may not land so well if your audience are B2B decision makers. Instead, a quiz to find them the best product based on preset factors, like company size and aims, could be more effective.

- Keep it simple – Overfilling your email with text and imagery is a surefire way to confuse and disengage your audience. When it comes to using interactive content in your email strategy, it’s even more important to keep it simple – stick to a maximum of one or two

pieces of active content.

- Monitor results – One of the key benefits of interactive content is the data it offers. From additional business contact details captured from a survey, to click rates from video content, monitoring your results and analysing the data is a great way to continue improving your output and approach.

- Optimise for different tech – Optimising content for different tech and platforms – such as mobile phones and tablets and new email tools like AI summaries – is nothing new to email marketers, however, it is something to be especially aware of when using interactive content. After all, regardless of how great your video looks or how targeted you make it, if your recipient can’t view it properly on their device then it will have little impact.

- Review your CTAs – Call to actions (CTAs) are the bread and butter of any B2B email marketing campaign, prompting recipients to take the next step. When using dynamic, interactive content, it is important to review and amend those CTAs as needed. For example, if you decide to use a video to showcase your product, prompting your audience to ‘request a demo’ may be more effective than suggesting they ‘find out more’ as they will likely already have all the information they need!

Whether your end goal is to gather data for leads, to build brand awareness, or something else entirely, using interactive content in your emails is well worth trying. Not only does it offer a way to grab attention and quickly relay information, it simultaneously helps forge meaningful connections and associations with your brand – all while developing qualified leads and driving conversions.

If you need more information on how to launch an interactive email marketing campaign tailored specifically to your business needs and goals, as well as the behaviour of your target audience, get in touch with a member of our team here: https://acquirz.co.uk/contact