Ecommerce is more competitive than ever, so your emails need to work harder by being more fun. In a sea of special offers and near-identical services, something happier, zanier and unexpected makes your brand stand out.
Creating a memorable, enjoyable brand interaction doesn’t have to be daunting. From spin-the-wheel discounts to mix-and-match product features, there’s so much you can achieve with the latest tech and a more playful approach.
Why interactive emails matter
Most consumers like interactive content, but marketers have been slow to adopt it. Granted, gamification isn’t a good fit for every brand (“Spin the Wheel for Free Legal Advice!”), but even the most serious business can use interesting innovations to keep customers engaged.
These innovations aren’t just a nice-to-have. They’re also an effective way of giving your business an edge in what is likely a very saturated market. Think of it this way: If your competitor’s emails allow customers to add to their carts directly from their inboxes, where does that leave you?
Dig deeper: Interactive email is the game changer brands can’t ignore
Video killed the PNG star
A static image carousel is fine. An animated GIF is better. But a video? Now we’re talking. No more links to YouTube where customers forget all about your promo — with an embedded video, your customers only need to click on one link that will take them directly to your site.
There’s also nothing wrong with an animated carousel highlighting products, offers and step-by-step instructions. However, if it suits your brand to go beyond static images, then you should experiment.
When you have a lot of information to convey, a static carousel is often a better option than a video, as it allows recipients more time to absorb what’s most important. Consider A/B testing the two to see which resonates best with your audience.
Let the games begin
Thanks to the miracle of marketing science, you can turn any email into a ride at the fair. These innovations help you better understand your customers and refine your offering. They also guide leads down the sales funnel in an easygoing, organic and entertaining way. Now, add a prize to these games to help drive purchases, and you’ll be dancing circles around the competition.
Spin the wheel
Even if you already offer a welcome discount, you can let your customers play for a bigger markdown or free item. All it takes is a simple widget.
Puzzles
Imagine getting a special discount for solving a simple puzzle in your email. Like the spin-the-wheel widget, this can easily be embedded into emails to add a fresh, unexpected element.
Quizzes
A product or service-based quiz makes it easier for customers to find the perfect items for their needs. It also lets you garner valuable information about their preferences. It’s a win-win.
Polls
Including regular polls in your emails lets customers share their opinions and feel heard while you take notes to improve engagement where needed.
Another great perk of polling is that it can be a very effective way to create hype around a new product launch. Ask your subscribers to:
- Help name the new product.
- Suggest new flavors.
- Come up with slogans.
Then, give the winning suggestions a special discount or first dibs on the item.
Dig deeper: 5 email marketing tech essentials for 2025 success
Interactive displays
Looking for something more subtle to make recipients smile? These widgets and add-ons aren’t as showy as games and videos, but they offer a great user experience.
Need a quick answer from your customers? Add a dropdown widget to your marketing email and let the recipient pick the best option directly in their inbox. With this simple add-on, you can get feedback without requiring recipients to log into accounts or leave reviews.
Add to calendar
Have an event coming up? Add an event registration widget to your email so customers can immediately register and put it on their calendars. It is also an excellent option for product launches and big sales.
Add to cart
Get ready to see your conversion rates skyrocket with this one. Customers can add a product to their cart directly from their email without visiting your landing page. Kaboom!
Hover effects
A fantastic add-on to enhance clickability and conversion rates that lets customers hover their cursor over a CTA to see more details about your products and services.
Wrapping up
All of the above exist for one reason: To give your customer the best, most enjoyable experience possible. That means you should also consider whether a customer can see the HTML. If their device can’t render your fun new widget, it might do more harm than good.
To prevent this, ensure you have a basic version of your email and test both versions thoroughly before hitting send. Then, all you need to do is:
- Get creative.
- Think outside the inbox.
- And — you guessed it — have some fun.
Dig deeper: How to produce brand-approved email designs on time and on budget
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