Email marketing has grown at a fast pace with the web browsers and email clients continuously increasing support for CSS. I remember, my first ever email newsletter was a plain HTML with sliced images imported from a Photoshop design into Dreamweaver in a tabled structure. Don’t get me wrong, tables are still the most organized and clean way of building sleek and effective emails. My point here is that now the emails have become much more powerful. For example, forms, videos etc embedded in emails and then the email clients supporting those elements have just taken the whole email marketing game to a different dimension.
I do spend a considerable amount of time researching on the current trends in the industry, and most of the times it’s just a hit and trial approach. Let’s get straight to the point now and talk about building interactive emails. When I say interactive, I do mean engaging the recipients more within the email, making them spend a little more time to explore all your hard work without making them bored. Most of my experience is with building sales-oriented emails for e-commerce businesses. It was last year when I built this email for Sleepypeople.com which has hotspots with hidden elements, to be discovered by the recipients before making them click through to the final destination. In this case, to a product category, or straight to the product. This proved to be a very effective way as I could include more content in the email, without making it too long. Now it won’t necessarily increase your open rates, but the recipients would definitely be intrigued by clicking those subtle animations, thus increasing the CTR’s. Thus also getting you more returning customers. I am sharing the pen below, for the email, I am talking about. Have a look and see what you think.

See the Pen Using hotspots in Email Newsletters by Kanishk Bhardwaj (@kanishkbhardwaj) on CodePen.dark