Email Carousels: Another Step toward Email’s Rich Content Future
At the end of Email Marketing Rules, I say, “The emails of the future will be much more like sending subscribers a microsite than a static message. People will be able to watch videos, browse product assortments, and make purchases—all without leaving their inboxes.”
Following decent progress on video in email over the past few years, in recent months we’ve also made progress on browsable rich content thanks to the discovery of a WebKit hack that lets marketers create a fully functional tabbed box or content carousel, where subscribers can click the tabs or buttons in the content block in the email to flip through different images.
Emails from B&Q and Lego show off just how engaging these “email carousels” can be, especially since the hack is compatible with responsive design.