The Benefits and Challenges of Interactive Emails
How to bring interactivity to email—and whether we should—was a major topic at The Email Design Conference last month. In this article, Fast Company talks with Justine Jordan and I and others in the industry about the benefits and challenges of interactive emails.
I summed up the benefits of bringing video, carousels, product browsing, checkout, and other web functionality to email in terms of reducing friction in the subscriber experience:
“Every year, people are in more and more of a hurry, and that definitely is the case with email users. If you can give them something actually in the email that’s actionable, they’re way more likely to engage with that, versus forcing them to click through to a website where they have to regain their bearings and find the things that they’re interested in.”
The challenges were much harder to sum up, but largely boil down to uneven support across email clients because of the lack of accepted email coding standards. To see what Mark Robbins of RebelMail, Justin Khoo of FreshInbox, Kraig Swensrud of Campaign Monitor, and others said…