An email with a 10% coupon may drive sales in the short term, but crafting a strong narrative in your email campaign builds the connection between your brand and your subscribers.
This connection is what keeps subscribers coming back to your website. An effective email marketing campaign in the long-term is personal, story driven and engaging.
Interactivity invites subscribers to participate in your brand story by empowering them with choice (just like the choose your own adventure books you read as a kid!).
The Tabs module, for example, condenses content into multiple sections.
Touching each tab reveals a new piece of content. Each tab is an opportunity for a subscriber to become more informed, more inspired, and more likely to take further action with your brand.
Through interactivity, subscribers are given control on whether or not they want to interact with email content on a deeper level. When they do interact, it is as if they have discovered the content on their own. It's a powerful experience.
Consequently, each subscriber becomes a much more engaged lead.
Performance and Best Practices
In the below example, a travel brand used the tab module to collect information on subscriber's dream destinations. Each tab featured a different style of vacation and once selected, the main image changed.
The email content depends on a subscriber's physical action.
Rebelmail also tracks which tabs were selected, so if you want to retarget and personalize a follow up campaign based on subscriber selection it is easy to do so!
Tabs see between a 3% - 6% interaction rate and subscribers interact with the tabs an average of three times each.
The first interaction requires the most push and that's where your content comes to play! Compelling imagery and clear instructional copy drive interaction.
- Use the Rebelmail builder to populate the tabs with content
- This input accepts HTML.
Tabs are an awesome fit in your triggered email campaigns. Use it during your onboarding series to teach subscribers how to log-in or set up a profile. Each tab can be a different step in a tutorial.
Feature many different products in your emails? Tabs are also a great fit to showcase multiple sales and coupon codes.
Do you have ad units in your newsletter? Tabs allow you to get creative with them!
The tabs module is easy to set up through the builder or our API. Have a great use case for the modules? Want to see a demo? Drop us a line at email@example.com.
An easy, quick way to enhance your email campaign with interactivity is through the photogallery module. The photogallery is immediately familiar to subscribers--it’s such a common website feature. Similar to the web, the photogallery module allows subscribers to tap on thumbnails or arrows to view multiple images. The photogallery module eliminates the need for super long email campaigns.
Does anyone scroll to the bottom, anyway?
You can use the photogallery to highlight content:
Use the photogallery to showcase multiple products or styles:
If user does not tap through the gallery, the module will automatically cycle through the images. Use the gallery to add context to content and showcase new features, but make sure you’re not hiding content from your subscribers.
Performance and Best Practices
Because it’s a familiar tool, it’s important to judge the photogallery module’s performance the same way as you would judge that of a photogallery on the web. Like on the web, the images featured in the photogallery module need to be compelling for it to perform. The content surrounding the photogallery needs to encourage the subscriber to interact, as well.
A photogallery alone will not convince a subscriber to convert.
In one example, a brand used the photogallery to encourage subscribers to clickthrough to various vacation destinations. Each thumbnail featureed a different location and once selected, the main image became a call to action. The beautiful images as well as the clear CTA, made this a powerful use for the photogallery module.
2.8% of subscribers who received the interactive version of this campaign interacted with the module. This campaign also resulted in a 5% lift in CTOR compared to the static send.
- Upload images and thumbnails into the Rebelmail builder
- Recommended thumbnail size is 64x64
- Recommended feature image size is 400x600
- Recommend using up to four thumbnails
- Use a tooltip to drive interactions.
You can place a photogallery anywhere! Use it to show various coupon codes during your holiday sale. Use it to celebrate the launch of a new product. Use it during your onboarding series as a teaching tool.
The photogallery module is easy to set up through the builder or our API. Have a great use case for the photogallery? Want to see a demo of the gallery? Drop us a line at firstname.lastname@example.org.
We're excited to welcome Dylan Antonacci and Selby Kendrick to the team!
Dylan’s interest in technology was actually spurred by his obsession with music (he plays the guitar! His favorite song right now is Animal by Badlower.). A random series of events lead him to Sales, but he found it to be a natural fit for his personality. He’s skilled at helping people understand complicated ideas and is a born storyteller.
Dylan has been in the email world for the majority of his career. He’s a rebel at heart and proud to be bringing innovation to a traditionally lethargic industry. He’s excited to blur the line between email and web experience.
Selby is a Software Engineer and Louisiana native who cultivated a passion for computing and open source at a young age. He has enjoyed hacking around since High School and has since been a Teaching Assistant for Programming in C++/Java at the Louisiana School for Math, Science, and the Arts, worked in the start-up scene in Baton Rouge, LA while studying Software Engineering at LSU, and briefly helped keep the lights on as a DevOps Engineer at a gaming company in Santa Monica, CA.
He is now ecstatic to be part of the Rebelmail team, building a platform that empowers our clients to get more out of the emails they send while focusing on intuitive, efficient, and scalable design.
We’ve mentioned how Rebelmail modules can impact click-through-rate. Some modules, like the quiz, inspire the subscriber to leave the email and go to site. Others, like add-to-cart, tend to reduce CTOR because the subscriber can complete the action within the email. In both cases, however, Rebelmail increases the value of the email campaign by providing actionable insight into subscriber behavior. It’s important to challenge your current email metrics.
Why focus on CTOR when the subscriber does not have to leave the email to act?
The hotspots module provides a way for subscribers to reveal more product detail within the email and, although the hotspots module may slightly lower CTORs, it drives more eligible leads to site.
The hotspot module is a natural way to discuss multiple products or bring attention to new features. In this example, a client launched a new cosmetics collection. The hotspots pulsate over each product to indicate interactivity.
When the subscriber taps on the hotspot, an overlay is revealed within the email. This overlay contains an image, text content and a CTA.
In a similar test to the example above, we saw a 9% interaction rate and an 18% boost in conversions compared to the static send--despite the drop in CTOR. The hotspots allowed subscribers to learn product details before going to the web.
Performance and Best Practice
The hotspots rest on a single background image. This background content is not clickable. The only clickable elements in the module are the hotspots and any CTA within the overlay. Because the subscriber has to interact with the hotspot to activate the overlay, it is important that the revealed content inspires the subscriber to act.
We do not want to add steps to the conversion funnel or use the hotspot to create redundancy in content.
For example, let’s say that hotspots image features a model wearing jeans and a top. There is one hotspot on the jeans and one on the top. When the subscriber interacts with the hotspots, they are shown an overlay with information about the product. The jeans and top each come in multiple colors and sizes. The subscriber does not have the ability to make those decisions within the overlay, so the strategy would be to push them to the product page. The have to interact with the hotspot and then click out of the email to take action.
Compare that scenario to a hotspots image of a new phone. There’s a hotspot on each new feature of the phone. When the subscriber interacts with the hotspot on the top left, they’ll learn about the benefits of the new camera. When they interact with the center hotspot, they’ll learn about the improvements to the screen. Each CTA in the overlay leads to a single landing page.
The second scenario is a better use case for the hotspots module, as the first scenario increases the number of clicks to purchase. The second scenario educates the subscriber in-email, so when they click-through to site they are more primed to purchase. Layout, placement and content play a large part in the success of this module.
- Single background image that features multiple products
- Design your hotspots graphic
- Overlay features an image and CTA
- Cannot include dropdowns or other choice mechanism within the hotspot overlay.
An unique way to use this module is in an onboarding series to teach a subscriber how to use your product or service. For example, combine a screenshot of your log-in page with hotspots to show a subscriber how to log-in and set up an account.
Hotspots are also great for new product launches, new feature launches and a way to reveal content to delight your subscribers!
The hotspots module is easy to set up through the builder or our API. Have a great use case for it? Want to see a demo? Drop us a line at email@example.com.
Up until January 2016, our modules were creations that lived in our top secret email laboratory. For almost a year now, they’ve been out in the wild. Whether it’s a promotion hidden in an in-email game or the ability to add a new product to cart without leaving the inbox, our clients are deploying interactive emails through the Rebelmail API and builder.
Working with brands to deliver unique experiences to subscribers has taught us about each Rebelmail module. What are the best use cases? How do subscribers interact with the module? How do brands gain the most value from the module?
Over the next few weeks, we’re going to introduce and share our learnings on each Rebelmail module right here on the blog—starting with the quiz.
We hope showing you our insights into the modules will help you further engage your audience and drive conversions.
Performance and Best Practices
The quiz module began with a suggestion from a client. A travel company wanted something fun to engage subscribers who had not interacted with the brand recently, something that would keep them in the email and get them excited about different locations. They wanted a module that would encourage the subscriber to act and inspire them to contact a host and plan a trip!
We decided a quiz asking subscribers to guess the location based on an image would be a fun way to feature places to stay around the world.
By allowing subscribers to interact with the content, we’ve increased their desire to learn more about the featured locations.
The module was a success! We saw a high interaction rate. Around 6% of subscribers who received the interactive version of the email engaged with the quiz. Through testing, we also discovered that subscribers who interacted with the quiz module typically completed all three questions.
Most importantly for the client, we saw that that the quiz module increased CTOR by 17% compared to the static version of this email.
The quiz allows for multiple questions with answers presented as radio buttons
The quiz allows for correct and incorrect answers
The module features an image placed on the left of the questions. We’ve learned that content impacts the interaction rate of the module. For example, if a client uses the same image for all three questions, there will be a drop in interactions.
Clients are able to auto advance the questions or use a “Next Question” button
The link featured in the second CTA can change depending on the subscriber’s choice
Rebelmail tracks all subscriber selections and interactions
The quiz can be used in a gamified-fashion like the example we discussed, or in the style of a survey. For example, place a style quiz (Do you like scarves, hats or shoes?) in an email campaign, lead them to relevant category pages based on their responses, and help subscribers think about the accessories that go with a new dress. You can also include the quiz in an abandoned cart or abandoned browse email to understand why a subscriber did not convert.
The quiz is also a phenomenal addition to a brand’s onboarding or welcome series. Use the quiz to understand a subscriber’s interests—what they are shopping for, budget, travel interests, etc. Brands can use the results of the quiz module to personalize the next set of email campaigns in a series.
The quiz module is easy to set up through the builder or our API. Have a great use case for the quiz? Want to see a demo of the quiz module? Drop us a line at firstname.lastname@example.org.