What Are Interactive Emails, Why They Work & Best Practice Examples

Interactive emails are a simple but powerful way to make your email marketing more engaging. 

Chris from Walk Digital explains why interactive content can transform your campaigns, how to use it effectively, and the extra value it brings for understanding your audience

What is an Interactive Email?

An interactive email is an email that includes clickable elements like polls, quizzes, surveys, or competitions that your readers can engage with directly. 

These features help turn your email from a one-way message into a conversation, encouraging people to interact with your brand instead of just reading and moving on.

Why Are Interactive Emails Important in 2025?

1. They Boost Engagement

When people have something fun or interesting to click on, they’re more likely to interact with your emails. This helps your campaigns attract click through.

"It’s a really great tool to help drive more engagement with your database. It gives them something to interact with."

Example:

You could include a simple preference poll in your email asking customers to vote between two similar products. This gets readers more engaged with the email, and builds a sense of two-way communication with your brand.

2. They Give You Valuable Insights

Surveys can help you collect information about what your audience likes, needs, or expects. This lets you send content that’s more relevant to them.

"From the survey, you can ask questions that help you get a better understanding of what they’re interested in, allowing you to segment your audience to better personalise messages to them."

Example:

Your email could include a list of topics that readers can vote on what they'd like to see more content on in the future, helping to match campaigns to audience interests and providing data on individual user preferences.

3. They Help You Measure Customer Satisfaction

Interactive features like Net Promoter Score surveys can help you find out how happy your customers are, and highlight areas for improvement.

"It also highlights if there’s problems that you can jump in and fix."

Example:

A quick positive/neutral/negative feedback poll can reveal how people feel about your newsletter in seconds.

4. They Can Grow Your Database

Competitions and giveaways encourage people to share your emails with friends, helping you reach more potential customers.

"Competitions are also a great way to help boost engagement… and reward people for sharing it with their friends."

Example:

A competition email could offer a prize to people who refer a friend, turning your subscribers into your promoters.

Ready to start adding interactive elements into your emails?

Interactive emails are an easy way to make your marketing more engaging, insightful, and shareable. They help you connect with your audience on a deeper level while also giving you data to improve future campaigns. 

If you haven’t tried adding interactive elements yet, now’s the time to test them out and see the difference.

Want to find out how to use interactive emails to boost your engagement and grow your database?

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📅 Book a strategy call with Chris and let’s plan your next campaign