Right, so, I had a really interesting chat with Spencer the other day about completely revolutionising email marketing. We’re talking beyond the standard ‘Hi [Name], here’s a discount’ malarkey. We’re diving deep into hyper-personalisation powered by AI, specifically focusing on interactive and gamified experiences within the emails themselves. Buckle up, because it’s a wild ride!
“Imagine,” I said to Spencer, pouring him a cuppa, “emails that aren’t just read, but played with!” I could see the cogs turning in his head. He gets easily excited with new ways to boost conversions.
Our main focus was on embedding interactive elements directly into the email body. Things like quizzes, polls, quick surveys, and even mini-games. The beauty of it all? AI personalises these based on what we already know about the user.
Quizzes: Know Your Audience
Let’s say you’re running a clothing store. Instead of blasting everyone with the same ‘New Season’ email, imagine sending a style quiz: “What’s your autumn aesthetic?” with visual options like ‘Boho Chic’, ‘Urban Minimalist’, or ‘Classic Prep’. Based on their responses, AI then tailors follow-up emails with product recommendations perfectly aligned with their stated style.
How to Replicate: Use a platform like Typeform or SurveyMonkey to create your quiz. Integrate this platform with your email marketing software (Mailchimp, Klaviyo, etc.). When a user completes the quiz, the data is passed back to your email platform, allowing you to segment your audience based on their responses. Then design your follow up email based on the segment parameters.
Polls: Instant Feedback Loop
Polls are brilliant for gathering immediate feedback. “What feature would you most like to see in our next product update?” A simple, one-click poll directly within the email gets more engagement than a link to an external survey. Based on the most popular response, you could then send personalised content highlighting that specific feature and its benefits.
How to Replicate: Most email marketing platforms have built-in poll features. Alternatively, tools like GetFeedback or Delighted can be integrated. Track the poll responses and use the data to refine your product roadmap and tailor your marketing messaging.
Mini-Games: Rewards for Engagement
This is where things get really interesting. Think a simple scratch card revealing a discount code, a word scramble to unlock exclusive content, or a ‘spin the wheel’ for a chance to win a prize. These games create a fun, engaging experience and keep your brand top-of-mind.
How to Replicate: There are tools specifically designed for creating interactive email games, like Kickdynamic or Liveclicker. These platforms allow you to embed dynamic content and gamified elements directly into your emails. You’ll need to design the game, define the rewards, and integrate it with your email platform to track results and deliver personalised follow-ups based on game outcomes. For example, if a user wins a 20% discount on a specific product category, an automated email can be triggered immediately after they play, reinforcing the positive experience and driving immediate sales.
AI-Powered Personalisation: The Secret Sauce
The key ingredient in all of this is AI. It’s not just about throwing a random quiz into an email. AI analyses past purchase history, browsing behaviour, email engagement, and demographic data to determine which interactive element is most likely to resonate with each individual user. It also personalises the rewards and incentives based on their preferences. Someone who frequently purchases vegan products, for example, might receive a discount on a new vegan range, while someone who is loyal to a brand may be offered early access to a new product line.
Spencer was particularly interested in the feedback loop. He pointed out that the data you gather from these interactive elements feeds back into the AI, further refining the personalisation process. It’s a self-improving system that gets smarter and more effective over time.
He agreed that using interactive and gamified elements personalises the emails, significantly boosting engagement, gathering invaluable user feedback, and increasing customer loyalty. When emails become experiences, the effect it has will be amplified.
So, think beyond static content. Explore the power of interactive emails, gamified experiences, and the magic of AI-driven personalisation. Your subscribers will thank you for it, and your bottom line will too!”
