Interactive content in newsletters – you’ve seen it, maybe tried it, or even been wowed by it as a subscriber.
But when it comes to actually using it for your own email marketing, does it help or hurt?
Typically, when sending out newsletters, the focus is on hitting those key email metrics — deliverability, open rates, click rates.
So, let’s dig in and find out if interactive content in emails is truly the performance booster it seems to be.
Deliverability: Clearing the First Barrier
Of course, the first thing we looked at was deliverability, the main hurdle for any email to even get a chance.
Interactive content sounds like an interesting feature, but what we noticed is that it actually puts some extra weight on the email itself. Our test group’s deliverability took a slight hit right off the bat.
Emails with heavy interactive elements – such as sliders, polls, or quizzes – triggered a few more spam filters than our usual plain-text ones.
Now, it wasn’t a drastic drop, but for some subscribers, these emails just never made it past the inbox gatekeepers. While interactive content isn’t a red flag itself, email servers tend to be wary of anything with excessive HTML and dynamic elements.
In the end, the test emails reached around 70% of our subscribers, which was lower than our standard send-outs.
Open Rates: Are People Curious?
Next up: open rates.
Does interactive content make subscribers more intrigued to open your email in the first place?
Surprisingly, we didn’t see a massive jump in opens due to the interactive elements. The open rate was mostly on par with what we typically see.
So, what do we think happened here?
Most people decide to open based on subject lines and previews, not the promise of interactive content inside. While it’s tempting to hope that adding a quiz or an image carousel might spike curiosity, it’s ultimately your headline and preview text that still rule the roost.
Click Rates: Where Interactive Content Shines
Now, here’s where things started to get interesting.
Once people opened the email, they actually engaged with it more. Click rates were noticeably higher in emails with interactive elements. Quizzes and surveys did particularly well – people enjoy tapping and swiping for answers.
In fact, our click rate rose by about 15% for emails with interactive quizzes compared to non-interactive emails.
Why the jump?
It seemed like the interactive elements got people to engage, breaking up the usual “click here” routine and making the message feel less pushy. Adding that bit of interactivity made the email feel more like a little back-and-forth, rather than just another “here’s your CTA” push.
Conversion Rates: Mixed Results
Higher click rates are nice to see, but do they lead to conversions?
Unfortunately. this is where things took a downturn. While the interactive content did bring in more clicks, not all of those clicks turned into conversions.
The quizzes and sliders, while engaging, took attention away from the actual call-to-action we wanted users to take.
So, if your goal is straight-up conversions, sticking with a simpler approach might work better. But if you're aiming to increase engagement, interactive content can definitely add some value.
Should You Add Interactive Content to Your Newsletters?
Is it worth it? Yes—but only if it aligns with your goals. Interactive content can drive clicks and add an element of surprise for readers, but it’s not a magic bullet for every metric.
Here’s a quick takeaway from this article:
For Engagement: Looking to get people more involved in your emails? Interactive content can be a great way to do it. Quizzes, polls, and sliders give readers a little extra to do beyond just reading, making the email feel more engaging and interactive.
For Conversions: If you need a high conversion rate, try keeping your newsletters as simple and direct as you can. Keep your CTA clear and don’t let interactive elements overshadow the main action you want readers to take.
For Deliverability: Be mindful of deliverability. Interactive content can add a lot of HTML to your emails, which might flag some spam filters. It’s worth testing with a smaller group before sending it out to everyone on your list.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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