How Retail Email Marketers are Innovating with Interactive Content

Posted by Philip Storey on 01/02/18 17:48
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how retail email marketers are innovating with interactive content

Let's not hide from the truth - retail brands are up against it when it comes to email marketing. It can be difficult to stand out in the inbox and keep each campaign fresh and engaging. But there's a fresh set of tools on the retail email marketing scene and this is one of the key trends for email marketing in 2018.

The key benefit of dynamic content in emails is to personalise and customise the experience, increasing the chance of subscribers making a purchase. And it works.

Providing relevant content will make your brand more trustworthy and kick start the conversion process. According to EmailManager.com “56% of people unsubscribed from emails due to content that’s no longer relevant” and “relevant emails drive 18 times more revenue than broadcast emails.” 

Here are 4 retail brands leading the way with dynamic emails and live content.

nest Black Friday interactive email

This email takes email marketing techology to a whole new level. For Black Friday, nest offered significant discounts through an email marketing campaign. 

What sets this apart from the rest of the industry, is the interactive content. You can choose your products, colours and add everything to your cart, straight out of the email. How awesome is that?

nest interactive email marketing example

Burberry product launch email

Burberry stepped things up and enabled recipients to flick through the new products in their new collection, directly within th email. This interactivity within an email had never been seen before:

Burberry email showcase

Luxury brands are often pioneers in the use of email marketing tools, so keep your eyes peeled on the high end retailers.

JD Sports stream video in email

JD Sports take the top prize in this set of examples. Retailers always want to show their TV ad's within email marketing campaigns. Until now, it's not been easy. But things have changed a lot over the last couple of years and now these things are possible.

Oh, and as a bonus, the email even has a hamburger menu built into it. Here's how it looks:

JD Sports Email Marketing Innovation

Summary: interactive content is the future of retail email marketing

Increase the interactivity of your email marketing campaigns to each individual subscriber, by using new tools and functionality. This is one of the easiest ways to get an increase in click-through rates and conversions. Through these methods, you’ll get more inbox attention and drive more conversions. And remember, if you get stuck we are here to support you.

Ready to take a leap this year with email marketing and improve your strategy? Get a free email audit and roadmap from our leading email marketing consultants!

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Enchant is a leading UK digital marketing agency, based in London. We specialise in email marketing, CRM, inbound marketing and paid social advertising, helping brands to reach their potential with effective customer lifecycle marketing strategies. Get in touch with our world-class marketing consultants and see how we can boost your performance fast!


Topics: Brands, conversions, CRO, Email Marketing, Email marketing campaigns, Email marketing strategy, Marketing tools, relevance, Relevant content, Retail, retailers, email marketing tools, email tools, relevancy, live content

Philip Storey

Written by Philip Storey

Philip Storey is the Founder and CEO at Enchant Agency. Philip is an email marketing specialist in London, UK. He has enabled hundreds of brands to improve their email marketing. Beyond marketing, Philip is a business coach, personal and professional development coach and mentor to business leaders and senior marketers.

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