In today’s world, both marketing strategies and consumers are constantly changing and evolving to the point that you need to keep learning to not fall behind. 

Think about email marketing for a moment — the digital marketing strategy that made a bang when it first appeared that everyone fought over. 

Consumers have become so used to it, that they delete more than half of the online newsletter they receive without opening them. 😲

What’s the solution? Evolution — and this means moving from traditional emails to interactive email newsletters. Which is not simply just a trend, but a necessary step in email marketing.

In this guide, discover what interactive emails are, why you should use them, and top 10 examples that will dazzle you!

What are interactive email newsletters?

Interactive newsletters are emails that include interactive elements, such as embedded polls, surveys, and animations, encouraging the recipient to actively engage with them. 

But isn’t that what call-to-action buttons and hyperlinks to landing pages or blog posts are for?

You’re a smart one, aren’t you?

Well, yes, those elements can be considered an ‘ancient’ form of interactive content and you can still use them. 

However, interactive email newsletters include lots of new and eye-catching elements that recipients simply can’t resist. For example, animated GIFs of a new dress might draw the user’s attention. Plus, it conveys the message in a dynamic way since the reader doesn’t read a huge chunk of text to absorb the information. 

But let’s explain this concept better and go into more detail about why using interactive email newsletters is so vital to your digital marketing strategy. 

Why use interactive newsletters?

There’s no denying that interactive newsletters have revolutionized email marketing. 

In fact, according to a 2022 Statista survey, 52% of global marketers consider interactive emails the most effective marketing content tool.

Just take a look at some of the benefits these emails bring and you’ll want a piece of this pie as well:

1. Increase click-to-open rates. Compared to traditional, static, and boring newsletters, interactive newsletters intrigue and excite recipients. 

That, in turn, gives them a reason to open your emails and makes them want to engage with your email content. Why? Because a poll or quiz inside your email encourages active participation from your users. They might find it fun to answer the questions and will linger longer in the email; they might even click on a link if intrigued enough.  

2. Boost engagement. Once a recipient opens your newsletter and notices all those clickable items, curiosity gets the best of them.

Remember Dee Dee from Dexter’s Laboratory? Just as her curiosity for buttons, so do interactive elements in newsletters can similarly spark recipient curiosity and engagement. 

GIF source: Giphy

Well, the same applies to your interactive content.

3. Increase conversion rates. No matter what action you want your recipients to take, interactive elements will increase the likelihood of that happening.

For instance, let’s say you want to get customer feedback. 

If you send a static email asking your email clients to leave a review, they’ll probably ignore or delete it.

Instead, embed a fun, interactive quiz in your email and they’ll gladly take it. 

And you don’t have to believe us; trust the numbers. According to a survey, 82% of people were more likely to respond to an interactive message rather than a static one.

4. Better segmentation of your email list. Using interactive surveys and quizzes you can learn a lot about your recipients. With the right survey tool and some engaging questions, you can easily understand client preferences and boost engagement. Plus, you can later personalize your marketing strategy to deliver even more relevant content. 

Then, based on the data you collect, you can better segment your email list and send users more personalized interactive newsletters.

Why is this important?

Because according to a 2021 McKinsey report, adding personalization to your marketing campaign can increase your revenue by 10 to 15%.

It almost sounds too good to be true, right?

No worries; after today’s lesson you’ll be able to reap these interactive content benefits too.

Now, be a good student and take some notes because the next part is important.

10 interactive newsletter examples

There are too many interactive elements to count, we know!

For today’s lesson, we’ve prepared a list of 10 tried and tested interactive elements.

And the good news is that for creating pretty much any of the interactive elements we discuss below, you have a new study buddy called Ceros.

Ceros simplifies the creation of these interactive elements with its intuitive design tools and extensive library of templates, making it accessible even for those without technical skills.

1. Interactive infographics

Interactive infographics are great if you want to educate your recipients, which is why they are often used in interactive articles. 

Why are they so useful? Because you can share complex information or otherwise boring figures in a simple and fun way that anyone can understand. 

According to an article published in the National Library of Medicine, 65% of the population learns more effectively from visual content. It’s easy to see why: visual content improves our memory retention since you associate images with the text. 

Plus, it keeps us focused since it can capture and maintain our attention. 

Ceros understands very well the importance of visual learning. That’s why they offer plenty of eye-catching interactive infographic templates to choose from that help you create effective educational content.

Here’s an example: 

Image source: Ceros

2. Quizzes

Quizzes are a lot of fun.

They’re also the perfect tool to boost engagement with your email marketing campaigns.

But that’s not all!

You can also use quizzes to showcase images of your new products and promote them, which can potentially increase conversions and boost sales.

For example, you can make a quiz about which summer dress is right for you. By answering a few relevant questions about user preferences, such as, “What is your favorite color?,” the user is engaged with your content.

And might even buy your suggestion. 😉

On top of that, quizzes offer many insights into your subscribers, which you can use to segment your email list better. The quiz results provide detailed info about user preferences, behaviors, and demographics, which can help you target different audiences better. 

And Ceros knows how to use quizzes to boost engagement. 

Here’s a cool Ceros quiz example that helps the recipient identify the service that best fits their needs.

Image source: Ceros

3. Image carousels 

Image carousels are interactive elements that present multiple pieces of content or visuals in a rotating sequence.

They are perfect for showcasing new products or promotions because they are visually appealing and are ideal for highlighting key features, which makes the message easier to understand. 

And as a result, they’ll likely drive conversion rates and boost sales. 

So, forget about static images, and opt for an image carousel instead. Due to their dynamic nature, the carousel is highly engaging and effective in catching someone’s attention, significantly improving user experience. 

But how do you create an image carousel?

Well, the easiest way is to use Ceros. Check out this tutorial and see how easy it is:

4. Surveys

Surveys are probably the most powerful tool for getting valuable customer feedback because, by asking targeted questions about their preferences, you can receive valuable insight into what your customers truly want. 

And feedback can help you improve and personalize customer experience to drive conversions and sales.

You can integrate a multiple-choice survey or an open-ended survey in your newsletter design depending on the type of data you’re looking for.

Image source: Ceros

Plus, if you want to be sure that your customers will take the survey, you can offer them an incentive in the form of a discount code.

5. Videos & GIFs

Videos and GIFs can make your newsletters dynamic and allow you to attract subscribers’ attention and pique their interest. For instance, Igloo Software dramatically increased their click-through rate by creating videos about their workplace culture, which they shared in an email. 

Plus, the good thing about interactive elements is that you can pack them with loads of valuable info that would otherwise be impossible to fit into one email.

For example, videos. In a short time frame, you can showcase how to use the super cool watch you’ve created without relying on complex text to get the message across. It’s relatable and people will pay attention more than some complicated written instructions. 

But we hear you, video integrations are not always easy to include in your email designs. Some email providers don’t even support embedded videos and when they do, users can’t see the video properly. 

Plus, you have to think of file size; the larger it is, the longer the loading time, which defeats the purpose of having interactive elements in your email. 

If it’s too much trouble, use a GIF instead and include a link to your videos.

GIF source: Giphy

6. Countdown timers

Countdown timers create a sense of urgency that makes people rush to buy what you’re selling. Ever heard of FOMO? Well, it’s a widely-used marketing strategy that plays on the psychological principle of scarcity. 

Whether it’s a limited-time offer, discount, or giveaway, people will look at the countdown timer and think, “Oh, I have to buy this NOW before I lose the chance!” By reminding them that time is running out on this limited offer, you will engage your subscribers and keep them hooked. 

Tip: create a sense of urgency right from the subject line to make sure the recipient opens your email to see the countdown timer. Things like “Limited offer on shoes” can make the recipient curious enough to check out your offer.

7. Interactive calculators

Calculators in newsletters allow recipients to input their own numbers and get an estimate of a service cost. Simple!

Just because we’re talking about a practical tool, doesn’t mean you shouldn’t care how it looks.

And don’t worry if you have no idea how to make them look eye-catching. 

You can use a Ceros calculator template, and personalize it with colors and fonts that would catch any user’s eye and make them want to engage with it and even share it with others.

Image source: Ceros

8. Accordions

Accordions are interactive elements that include vertically stacked headers. Once the recipient clicks on a header, it reveals additional info.

These elements work well in a newsletter because they help you organize your content in a visually appealing way.

Plus, users can simply click on the headers they’re interested in and find the information they’re looking for, without feeling overwhelmed by text-heavy graphics. 

That’s what Ceros aimed to do with their own accordion template, which you can personalize and use at your convenience.

Here’s an example: 

Image source: Ceros

9. Interactive invitations

Do you want to make sure people will attend your event?

Give interactive invitations a try.

Besides offering information on the date, time, and location of an event, these invitations allow recipients to RSVP with the click of a button. And yes, you can see the total number of attendees through dynamic updates. 

This way, those who didn’t sign up yet will see it and might wonder if it’s worth attending (the correct answer is yes!). 

On top of that, interactive invitations can be used to remind people to attend the event.

For example, Gmail users could have their Google calendar updated with upcoming events they’re attending without having to manually add an event. 

This convenience saves people time and effort as the only thing they need to do is click Accept. So, it creates a memorable experience as well as ensuring participants won’t forget about the event. 

10. eCommerce product previews

Today people are always in a rush. 🏃

Our advice to you, dear eCommerce brand owners, is to look for ways to reduce the time it takes for users to find a product they like and ultimately buy it.

Of course! How can I do that?

By including a shopping widget with new product previews in your newsletter, users can pick the size and color, and add the product to their cart without even needing to access your website.

Once that’s done, they click on the buy button you’ve added to your newsletter for them and they’re redirected to the checkout page. 

That easy!

***

There you have it, 10 interactive elements that will help you revamp your email marketing campaign.

Now, want to see some real-life examples?

5 inspirational interactive newsletter ideas

While you can mix and match the previous 10 interactive elements however you want, we’ve prepared five inspiring interactive newsletter examples to spark your creativity.

Newsletter idea #1: Bellroy

Check out Bellroy’s work bag quiz.

Image source: Really Good Emails

This quiz has it all. It’s visually appealing, fun, and informative.

The recipient can easily discover what type of bag best suits their needs, while also seeing Bellroy’s top product recommendations.

So, by the end of the quiz, the user will know exactly what to buy (and is more likely to buy it).

In addition, some of the answers are really funny, so this newsletter will put the subscriber in a good mood. Why? Because people will create a positive association with your brand, thinking, “This brand made me laugh, they are really cool!” 

Newsletter idea #2: MailChimp

Here’s a survey from MailChimp that creates a sense of urgency.

Image source: Really Good Emails

While this newsletter doesn’t include a countdown timer per se, the wording and structure make you feel it includes one.

The main heading “It’s your last chance to participate” gets you hooked and makes it more likely that you’ll take the survey at the end. 

Even the subject line is very telling: ‘🚨 Last call to take the benchmarking survey.’

Newsletter idea #3: Grammarly

Take a look at some of Grammarly’s infographics.

Talk about a newsletter packed with complex information, yet so easy to understand. Right? 

Through the clever use of visuals, Grammarly manages to segment the info perfectly, so the reader can quickly get the key points. The minimal use of text and the emphasis on visuals help users retain the content better and make them curious for more. 

Image source: Really Good Emails

Instead of sending their clients a lengthy email containing text that nobody would read, Grammarly chose to compact all that data into fun infographics.

And we love that they also added emojis to make the content even more relatable. 😍

Newsletter idea #4: TurboTax

Here’s a great alternative to embedding videos in your newsletters.

Image source: Really Good Emails

Since integrating video content into emails is a bit tricky due to file size or security issues, you can add an image preview of your video in the newsletter to spark the recipient’s curiosity.

Also, give a few details about the video, just like TurboTax, so that the subscriber knows what to expect and add a visible CTA linked to the video.

Newsletter idea #5: BBC

Last but not least, check out this cool BBC accordion.

Image source: Really Good Emails

There’s no doubt that the BBC has lots of educational content to convey to its subscribers. Using an accordion to not overwhelm users with information is a great choice here. By organizing your content, you improve readability, as well as give users control over what they want to read. 

The subscriber sees only a beautiful email design with eye-catching visuals and a few headers listing the natural forces.

If they want to learn more about one of the natural forces, they can simply tap the header and get the details.

***

With all that in mind, let’s explore some of the best practices you should use.

Interactive newsletter best practices

You’ve been such a good student so far, so we’ll give you some additional tips on how to create interactive email newsletters that will wow your subscribers.

1. Vary the type of interactive content

Diversity is your best email marketing ally.

While you can include multiple interactive elements in one newsletter, it’s best to stick to one or two so you don’t overwhelm your recipient.

Instead, you should vary the type of interactive content from one newsletter to the next to keep your audience guessing. For instance, you can include a simple poll in your newsletter one week. And the next you can share a video tutorial on how to use your product effectively. 

And even if you have a favorite, you should always experiment with new interactive elements so that your subscribers don’t get bored.

2. Keep interactive elements relevant to your audience

Before you create a newsletter, think about your target audience’s preferences and needs.

Then, choose interactive elements relevant to them.

For example, if you’re sending your subscribers a promotional email about kitchen renovations, you could include a calculator to estimate how much theirs would cost.

You don’t need to overload your email with tons of interactive elements that don’t bring any value to the recipient.

3. Balance visuals and informative content

Your newsletters should always include valuable information.

In other words,  don’t just focus on interactive elements and forget about the text.

Instead, use visuals to break down the noninteractive pieces of text to make it more digestible.

Also, you can keep the static email headers and footers, as they provide useful contact information.

4. Keep everything simple and easily scannable

No matter how interesting and engaging your newsletter is, your subscribers rarely have the time or patience to read the entire thing.

Keep the email design simple and make sure readability is on point.

Use ample white space and don’t overload your newsletter with text, visuals, or interactive elements.

That way, the recipient can take a quick look, remember the key points, and read only the sections that interest them.

5. Use the right tools for the job

You’ve read this whole article and now you have to implement what you read… We know it’s a lot of work! 😫

But!

You don’t have to do it all on your own, especially when you have powerful tools, like Ceros, to help you.

Ceros offers various interactive templates that you can use to start crafting your interactive newsletters. 

And you can even analyze the performance metrics of your interactive newsletters in real time. 

So, why would you ever want to work alone?

***

That’s enough information for one day.

Now, over to you.

Over to you!

Now that you have all the insights, it’s time to start creating your own interactive email newsletters.

Use the lessons we’ve taught you wisely, but remember to never stop learning new ones because this is the secret to successful marketing. 

And if you don’t know where to start, reach out to Ceros.

To learn more about how Ceros works, book a free demo today.