Kinetic, Interactive, Enhanced, emails

Kinetic email with hamburger on a plate inviting customers to interact to get the recipe
Call them what you want. Kinetic/interactive/enhanced emails are the new norm, and customers love them

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Enhanced, interactive kinetic emails, what’s all the noise about?

Your customers are busy. Real busy. Yeah, you’ve spent weeks planning your next campaign and it’s taken far too long to get it signed off. However, you know people just won’t notice it buried amongst the myriad of other messages within their inbox. 

So you want to change the status quo. How do you be one of those lucky brands whose emails are more likely to get a positive response amongst users and see those increased opens?

Dynamic emails attract attention

You also need to do more to stimulate the reader’s subconscious emotions. Apart from the obvious for instance: personalisation, adding value/not overdoing it/curating and nurturing a well thought through and tested eCRM lifecycle. Instead of flat, static images there are plenty of modern things for you to try and we’re not just talking animated gifs. We’re talking about engaging, kinetic mails. Add interactivity with carousels, tap-and-reveal, quizzes, video and even shopping cart in email, all mirrored to your brand style. Additionally save your customers time by hiding long sections of email until they choose to reveal them. Curiosity is a good thing.

Use, but don't over use interactive content

A word of caution around kinetic emails and interactive content:
Most email clients support some form of interaction whilst some support none at all.
Get it wrong – and you risk damaging your brand by delivering a broken email.
Get it right – and you’ll likely hit that super-brand status in email. Above all consistently doing things others cannot do whilst being one of those brands people don’t mind giving some of their valuable time to.

If you are customer-lifetime-value focused and want to offer the very best customer experience, we’re  keen to talk kinetic emails and CLM. All of Altaire’s clients enjoy this level of interactivity in almost every email. It’s our norm, and they’re growing their customer numbers and loyalty  because of it.

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