Right, so I recently had a proper chinwag with Ethan, a mate of mine who’s a bit of a whizz when it comes to marketing tech, especially this whole AI-powered personalised email malarkey. I wanted to get his take on making emails actually engaging, you know, not just another thing clogging up the inbox. We were diving deep into Interactive & Gamified Email Experiences and it was seriously mind-blowing.
“Ethan, mate,” I started, sipping my tea (naturally), “everyone’s banging on about personalised emails, but it always feels a bit… basic. How do we actually make them, well, fun?”
He grinned. “Think beyond the ‘Hi [Name]’ emails, yeah? We’re talking embedding proper interactive bits and bobs inside the email itself. Quizzes, polls, mini-games, dynamic forms… the lot!”
“Dynamic forms in emails? Is that even possible?” I asked, picturing a technical nightmare.
“Absolutely! Think of it as mini-landing pages, right there in the email body,” Ethan explained, “We’re talking about Dynamic Email Forms: Simplifying Data Collection and Lead Generation.” Ethan explained how to use dynamic email forms to capture user data directly within the email body. “It cuts out the faff of clicking through to a website. It is less friction than traditional landing pages.”
He went on to explain how the magic happens. “The key is embedding code snippets, often using a service that specialises in interactive email elements. When a user interacts with the form – say, filling out their job title or choosing an option in a dropdown – the data is captured directly, usually using AJAX (Asynchronous JavaScript and XML) to send the information back to your system without the need for a page reload.”
“So, it’s basically frictionless data capture?” I summarised.
“Bang on!” Ethan confirmed. “And that’s where the AI bit really shines. We can use AI to pre-populate form fields based on what we already know about the user – from their past purchases, website activity, or even data enrichment services. This significantly reduces the effort for the user, making them more likely to complete the form.” He continued, explaining that AI can adapt the form based on previous responses, showing relevant fields and hiding irrelevant ones.
“Right, give me some examples then,” I challenged.
“Okay, event registration,” Ethan started. “Instead of sending someone to a separate registration page, they can choose their preferred sessions directly in the email. Or lead qualification – we could ask a couple of key questions to gauge their interest level and automatically route them to the right sales team. Profile updates are another great one; let users update their contact details or preferences without ever leaving their inbox.”
He further explained that “If they’ve indicated an interest in ‘gardening’ in a previous interaction, the email might present a quiz about plant care, offering tailored product recommendations as a reward for completion”.
“And the gamification?” I asked, eager to understand the full picture.
“Think points, badges, leaderboards – all linked to their email interactions,” Ethan replied. “Complete a quiz, earn points. Share the email, earn more points. It’s about making the experience rewarding and encouraging continued engagement. Plus, the data we collect from these interactions feeds back into the AI, making the personalisation even more effective.” Ethan explained that a simple poll asking for their preferred time of day can be gamified by offering a discount to all responders.
“So, it’s not just about collecting data, it’s about creating a proper relationship?” I queried.
“Exactly!” Ethan exclaimed. “It’s about showing users that you understand them and that you value their time. The days of generic email blasts are well and truly over. It’s all about anticipating their needs and delivering value before they even ask for it.”
Thinking it over now, dynamic forms embedded within emails are a powerful tool for simplifying data collection and boosting lead generation. They drastically reduce friction compared to traditional landing pages, making it easier for users to provide information. AI plays a crucial role, not only by pre-populating fields but also by adapting the form based on previous interactions, ensuring relevancy and maximizing completion rates. The use cases are incredibly versatile, ranging from event registration and lead qualification to profile updates and beyond. Embracing interactivity and gamification enhances the user experience, transforming emails from simple notifications into engaging and rewarding interactions, which helps build stronger relationships and driving better results. By personalizing the email experience with AI, brands can create more meaningful connections with their audience, increase engagement, and ultimately drive business growth.
