CSS-Based Interactive Emails: Use Cases & Considerations
Email interactivity brings common web and app experiences into the inbox. In addition to allowing brands to more efficiently use limited real estate in emails, especially above the fold, interactivity significantly lowers the barrier for subscribers to act.
While it may seem like an email interaction and an email click would be the same amount of effort, particularly since many interactions involve a click, subscribers don’t see them as being equal. In some cases, email interactions occur at up to twice the rate of email click throughs to landing pages. Those interactions not only make subscribers more likely to engage with future emails, but when subscribers who have engaged with interactive email content click through to a landing page, they’re significantly more likely to convert.