Episode 54: Interactive emails in action: Live examples and use cases

With shortening attention span and higher competition, standing out in a crowded inbox is never easy. But with interactive emails, marketers can stand out and boost conversions by enabling user action in the inbox. At Edition 2 of the Email Edge Summit: Turn Emails into Experiences Thomas Philip, CRO, Mailmodo and Vaibhav Khanna, Growth Leader, Mailmodo dove into how different businesses are leveraging interactive emails

Here’s are the main takeaways from the event:

The legacy funnel vs the modern funnel


In an email marketing legacy funnel shown, out of 100% of emails are sent, with 20% opened and less than 3% are clicked. From the clicked portion, a substantial drop-off of 50% to 80% occurs in conversion actions like giving reviews or filling out forms. The interactive funnel, in contrast, brings the action closer to the user, providing a bigger playground or funnel, potentially leading to higher conversions and more revenue.

Interactive Forms - A power packed widget

Interactive forms in email is a powerful use case. It can be used in many ways:

• Onboarding forms
• NPS surveys
• Customer research
• Product reviews
• KYC/customer information

And it’s not just marketers, it’s product managers as well who’re finding this useful.

Higher coupon activation with gamified distribution
Gamified campaigns work purely because it leverages human psychology. Giving users a small moment of victory can make them feel engaged and prompt them to check what they've won leading to higher coupon activation. There are many games to start of with:

• Spin the Wheel
• Roulette
• Claw machine
• Shuffle cups

Higher appointment booking with calendar widget
Rather than navigating through a three-step process to book an appointment by clicking on the CTA and going to a webpage, enabling users to perform these actions from inside the email simplifies the experience and boosts appointment bookings. This can be useful for doctor appointments, demo bookings, onboarding calls etc. Mailmodo has integrated Calendly, a popular calendar booking platform, to allow people to book slots directly from the email.

Boost engagement with polls, quizzes and spin the wheel
Brands send newsletters with the intention for users to consume the content, so making them interesting is vital. To increase engagement, including quizzes, polls related to the content allows users to express their thoughts on specific topics.

Calculate inside email
Fintech and other industries often observe substantial traffic on calculators on their websites, signifying high user intent and leading to key lead generation. These calculators may include tools for calculating insurance premiums, EMI, interest rates, or even BMI in the health tech industry. You can send all these calculators inside email with our new feature.

Web check in inside email
What if you could do your next web check in inside email? With AMP emails, it’s possible.

Not just check-ins, but also seat upgrades, and meal selection could be done directly inside an email, rather than clicking through various links and potentially encountering issues. This not only enhances the user experience but could also alleviate airport traffic by reducing the number of people standing in queues for boarding passes. SpiceJet, an Indian airline, has already implemented this reflecting a significant improvement in overall experience.