Interactivity offers many opportunities, including some truly amazing ones. However, it also comes with many problems.
1. Interactive emails are hard to create
Coding for them is challenging, to say the least. Elements like the hamburger menu are simple enough, but the add-to-cart functionality, which transfers data from email to the site, creates certain complications and only reduces your profits if it doesn't work correctly.
2. Interactivity is not supported everywhere
To complicate the coding process, interactivity is supported by about half of all email clients. It works best in different Apple clients. So you'll need data about which email clients your subscribers use, and additional versions for those whose clients don't support interactivity.
3. The success of interactive emails is difficult to measure
Email has an undeserved reputation as the channel whose success malta phone number data is most accurately measured. However, it is not that simple, and subscribers have a variety of options that fall outside the traditional linear model of interaction with email.
The success of interactive emails is difficult to measure
Interactivity muddies the metrics even more. To compensate, marketers add extra tracking pixels to figure out whether a subscriber interacted with a hamburger menu or carousel, for example, but this trick doesn’t work with all interactive elements. It’s not a fatal problem, but it can be off-putting for some marketers (and their bosses).
4. Interactive emails can reduce interactions with a website or app
Interactive elements remove barriers and reduce friction, but at the same time, subscribers pay more attention to the emails and are less likely to reach the landing page. This is perhaps the main danger of interactive emails: they stop driving traffic to the app or website.
Email has always been expensive, but interactivity turns it into a destination. Some brands are already capitalizing on one-click purchases via interactive emails, making landing pages unnecessary. The rules of the game are changing.