3 Ways Interactive Content Can Boost Email Performance

by contributor on February 20, 2013 in Email marketing

Today’s guest post comes courtesy of Seth Lieberman, CEO of SnapApp, a marketing platform used by companies to create interactive content to generate leads and drive revenue across the web, mobile, social and email.

Email remains one of the most effective ways to cultivate, manage, and nurture leads, but on average, even best in class email marketing campaigns see only a 20% open rate and a 5% click through rate.  In addition, far too often marketers have to sacrifice deep personalization in their email outreach.

The good news is that there are things you can you do to increase your email effectiveness and boost your email marketing metrics. Specifically, embedding interactive content—such as surveys, personality assessments, quizzes and even contests — directly in your email templates can dramatically improve open and click through rates — to the tune of 10x.  Considering using interactive content in your next email campaign to:

1. Make Your Content More Compelling: Making a first impression in an email is just as important as it is in person.  When interactive content such as a  poll, survey, or personality test  are embedded in an email, these provide recipients a chance to engage in a meaningful way- whether they are sharing an opinion, or hoping to uncover pertinent information.  In addition, as a marketer you receive real-time feedback that you can use to serve up the appropriate content based on the responses provided.  Just as you can respond to a prospect’s verbal cues on the phone, or body language offline, interactive content allows you to establish relevant, responsive, and valuable communications with every email you send.

2. Enhance Lead Qualification & Scoring: The better you know your prospects, the better you can tailor marketing and sales communications to fit their needs. Interactive content consistently averages a 50% click through rate, and an over 80% form submission rate. That means half the people who see a piece of interactive content react to it, and 4 out of 5 people who come across a lead generation form coupled with interactive content will disclose the desired information. What’s even better is that the data collected from individual responses to interactive content can be fed directly into CRM systems like salesforce to enhance and accelerate the collection and use of valuable data for lead qualification and scoring.

3. Measurable, Value-Based Calls to Action: Even the best emails can’t escape the woes of ineffective calls to action. In baseball terms, it’s like having a no hitter for eight innings and your closer blows it in the ninth — it’s a big loss. With interactive content, you are challenging the reader to participate- test, vote, assess, enter — thereby making them active versus passive recipients. In addition, your call to action is already the call to action.  In other words, by completing an informative survey, or filling out a form to be entered in some sort of a giveaway, your email recipient is providing details for enhancing the prospect profile or otherwise yielding actionable data.  On average, 85% of people who initially engage with a piece of interactive content will click through to completion which can be of huge value when content drives prospects further down the sales funnel. Even if the desired action is simply to expand reach by prompting sharing across social channels, interactive content has been proven to be more effective than static or passive content.

Looking for more tips on how to get more from your email marketing? Download the “Pushing Past Send” Guide for nurturing, scoring, and targeting strategies.

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