Have you heard about the kinetic email? Let’s discuss about email marketing in detail first, before informing you about kinetic email and its key advantages.
The email marketing is one of those tools that never go out of fashion, despite having long among us. Its bomb-proof effectiveness is due to the ability to reinvent itself again and again, as technological possibilities expand. And is that unlike other marketing techniques that are running out of phase, such as cold calls, emails never cease to amaze us.
Even in today’s era, whether you run an online e-commerce store or runs a logo designing company or website design company, you need an e-mail marketing campaign for your business,
The email kinetic is nothing else than the new revolution of email marketing, a technology that multiplies what we thought possible to do with a simple email. You want to know more? Keep reading!
What is the email kinetic?
Kinetic emails or kinetic emails are emails designed to offer users a visual and interactive experience within their own inbox. To achieve this, they take advantage of the latest devices and programming techniques.
In short, what we have is the experience of an interactive web page within the email itself. The possibilities are very broad: pop-up buttons, interactive zones, image galleries, searches, carts to add orders directly in the email.
With the launch of the iPhone, more and more email clients began to support HTML5 and CSS3, making it possible to create advanced and optimized designs for mobile phones. As of today, the kinetic emails work with Yahoo Mail, Gmail, Outlook 2003, Outlook.com, AOL, IPad and some Android clients.
It is estimated that currently 40% of users are ready to view kinetic mail on their devices. This is a very relevant percentage that will undoubtedly increase in the future, but we can not forget that for most of these emails are still “invisible”. Instead of letting that stop you, my recommendation is that you create a “B version” of the campaign without kinetic elements so that it can be seen on all devices.
Types of kinetic email
Within the universe of kinetic email , there are many options that we had not previously considered possible for this format. For simplicity, a classification is usually used that divides these emails into three categories, according to the type and degree of interaction:
The most basic type of kinetic emails (and that today can be seen in more devices) is the one that uses animations and transitions with CSS to highlight the most important content of the email. For example, we can see emails with image galleries that scroll automatically to show different contents. In short, it is a more attractive and novel way to present information.
These emails have additional elements that respond to the actions of the users. For example, we can find items that change when you mouse over them, navigation buttons or menus. The user experience can be different for each user depending on their decisions, instead of being passive (as in the previous case).
Finally, we have the next level of interactivity: emails that include animations that are activated when the mouse is moved and specially designed details to focus the user’s attention on different elements.
Given the novelty of this format, it is a good idea to create experiences that guide the user on the steps to follow, for example, encouraging him to click or move the mouse over a certain area.
Advantages of the kinetic email
It is more attractive to the consumer. The emails with plain text and image are “the same as always” and the lack of novelty can lead to wear. With the kinetic email, we managed to surprise the user, regain their attention and stimulate brand recall.
Increase the interaction and results of email marketing. According to a study conducted by Experian, the unique openings and the clicks ratio improved respectively by 18 and 10% with the kinetic emails.
Interactive content encourages users to click, and new designs make you lose less time scrolling the screen in search of the content that interests you.
Multiply the creative possibilities
For designers, the email kinetic is a host of new possibilities to play with. Users are no longer mere recipients of content, but can establish an interactive dialogue with the brand. It’s the perfect opportunity to explore new creative ideas and find new ways to tell your brand’s story. What are you waiting for?
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