Email Interactivity: Opportunities and Challenges
Enthusiasm for email interactivity is at an all-time high this year, with marketers declaring that 2017 is the year of email interactivity, saying that interactivity was a bigger trend than Big Data. Marketers are right to be excited.
Allowing subscribers to click in an email and activate additional content within that email reduces friction by not forcing them to visit a website or app. However, email’s disruptive evolution from static message to mailable microsite presents many challenges.
But first things first. Before we look at the challenges, let’s look at all the opportunities that email interactivity offers to marketers.