Email Marketing
Interactive Newsletters
Interactive newsletters are email newsletters that incorporate interactive elements such as polls, quizzes, clickable images, videos, animations, and surveys. These elements engage subscribers more deeply than traditional static content, encouraging active participation and enhancing the overall user experience.
IMPLEMENTATION
Define Objectives: Determine the goals of your interactive newsletter (e.g., increased engagement, feedback collection, brand awareness).
Segment Your Audience: Group your subscribers based on criteria like behavior, interests, or demographics to tailor the content.
Design Interactive Elements: Plan and design the interactive elements you want to include (e.g., polls, quizzes, videos).
Create Content: Develop engaging and valuable content around the interactive elements.
Choose an Email Marketing Platform: Use a platform that supports interactive features, such as Mailchimp, HubSpot, or Marketo.
Build and Test: Create the newsletter, incorporating the interactive elements. Test it to ensure functionality across different email clients and devices.
Schedule and Send: Schedule the newsletter for optimal send times and send it to your segmented audience.
Monitor Performance: Track key metrics to assess the success of the newsletter and identify areas for improvement.
Gather Feedback: Collect and analyze feedback from subscribers to refine future newsletters.
Refine and Improve: Continuously update the newsletter based on feedback and performance data.
STRATEGY RATING
SCORE
19
Interactive newsletters have slightly higher costs, expertise, and time requirements. They offer very high engagement and interactivity, providing a unique and engaging experience for subscribers.
RATING 1-5, 5 BEING THE BEST
2
Expertise
Requires higher expertise in interactive content creation and email marketing.
2
Cost
Slightly higher cost due to the need for advanced design and interactive tools.
2
Time
Higher time investment for creating and testing interactive elements.
5
Engagement
Very high engagement due to the interactive nature of the content.
3
Longevity
High interactivity, encouraging active participation from subscribers.
5
Interactivity
High interactivity, encouraging active participation from subscribers.
QUESTIONS TO ASK
What are the primary objectives of our interactive newsletter?
Who is our target audience, and what type of interactive content will engage them?
What resources and tools will we need to create and deliver the interactive elements?
How will we measure the success of the interactive newsletter?
How can we gather and analyze feedback from subscribers to improve future newsletters?
HOW TO MEASURE
Open Rates: Percentage of recipients who open the emails.
Click-Through Rates (CTR): Percentage of recipients who click on links and interactive elements within the emails.
Engagement Metrics: Overall engagement, including participation in interactive elements (e.g., poll responses, quiz completions).
Conversion Rates: Percentage of recipients who complete the desired action (e.g., purchase, sign-up) after interacting with the newsletter.
Unsubscribe Rates: Percentage of recipients who opt out of the newsletter.
Feedback: Qualitative feedback from subscribers on the interactive experience.
EXAMPLE
Company: Sephora
Implementation: Sephora sends interactive newsletters that include quizzes to help subscribers find the right products, polls to gather feedback on new products, and videos showcasing makeup tutorials.
Outcome: The interactive newsletters successfully engaged Sephora's subscribers, increasing open rates and click-through rates. The quizzes and polls provided valuable insights into customer preferences, allowing Sephora to tailor their product recommendations and marketing strategies. Subscribers enjoyed the interactive elements, which enhanced their overall experience with the brand.
By implementing interactive newsletters, Sephora effectively engaged their audience and demonstrated the effectiveness of this content marketing strategy.