Email marketing is no longer just about text and images — it’s about interaction. Interactive emails invite subscribers to click, swipe, play, and engage directly within their inbox. Done right, they transform passive readers into active participants, boosting engagement and conversions.

But interactive design isn’t just about adding buttons or GIFs. It’s about crafting a seamless experience that captures attention without overwhelming users. In this guide, you’ll learn the best practices for designing interactive emails that delight readers and drive results.

Key Takeaways

• Start with purpose: Every interactive element should have a clear goal — engagement, feedback, or conversion.
• Keep it lightweight: Optimize for speed and mobile compatibility.
• Use fallback design: Ensure your email looks great even if interactivity isn’t supported.
• Test across clients: Interactivity behaves differently in Gmail, Outlook, and Apple Mail.
• Balance creativity with clarity: Make your design intuitive and user-friendly.

This guide explains what interactive emails are, why they work, and how to design them using best practices — including layout, code structure, accessibility, and mobile responsiveness.

What Are Interactive Emails?

Interactive emails contain elements that subscribers can interact with directly inside the email — without visiting a landing page. Examples include sliders, image carousels, polls, quizzes, or embedded videos.

These experiences encourage users to stay longer, click more, and remember your brand. According to Litmus, interactive content can increase click rates by up to 200% compared to static designs.

In short, interactivity turns your emails from one-way messages into two-way conversations.

1. Define Your Interaction Goal

Before you start designing, decide what you want users to do. Each interactive element should have a clear purpose — whether it’s gathering feedback, promoting products, or entertaining subscribers.

• Encourage clicks: Use carousels or expandable product views.
• Collect input: Add polls or surveys for quick feedback.
• Educate: Use hover effects or accordions to reveal helpful info.
• Drive conversions: Include interactive CTAs like “Add to Cart” or “Book Now.”

Purpose-driven design prevents clutter and ensures your interactive elements serve the campaign’s main goal.

2. Keep the Design Simple and Intuitive

Interactivity should enhance the message, not distract from it. Stick to clean layouts, generous spacing, and clear visual hierarchy.

• Use bold headlines and contrasting colors for clarity.
• Limit interactions to one or two key features per email.
• Guide users visually with arrows, buttons, or hover states.

The easier your email is to navigate, the more likely subscribers are to engage.

3. Use Mobile-First Design

Over 70% of emails are opened on mobile devices. Design interactivity that works smoothly on smaller screens and touch interfaces.

• Use large, tappable buttons with ample spacing.
• Avoid hover-only interactions — use taps or swipes instead.
• Test how animations and collapsible content behave on mobile email clients.

Mobile-first design ensures every reader, regardless of device, enjoys a seamless experience.

4. Optimize for Speed and Compatibility

Interactive elements can add weight to your emails, slowing load times. Keep file sizes low and code efficient.

• Compress GIFs and images without losing quality.
• Minimize HTML and CSS animations.
• Use inline styles to ensure broader client support.

Some email clients (like Outlook) don’t support advanced interactivity. Always include a fallback version — static images or alternate links — so your message remains clear even without animations.

5. Use AMP for Email When Possible

AMP (Accelerated Mobile Pages) for Email enables real-time interactivity directly in inboxes. It supports actions like submitting forms, updating content, or browsing product carousels without leaving the email.

Examples of AMP-powered features include:

• Dynamic surveys and forms.
• Live product availability updates.
• Real-time countdown timers or price changes.

Platforms like Gmail and Mail.ru support AMP, but always provide fallback HTML for non-compatible clients.

6. Add Interactive Elements Strategically

Here are popular types of interactivity that boost engagement and conversions:

• Image carousels: Showcase multiple products or portfolio items.
• Accordions: Reveal FAQs or details without taking extra space.
• Surveys and polls: Gather instant feedback from readers.
• Countdown timers: Create urgency for time-sensitive offers.
• Hover effects: Display additional info on images or CTAs.
• Gamified elements: Add scratch cards, spin wheels, or mini quizzes for fun engagement.

Don’t overdo it. One or two interactive features per email are usually enough to keep engagement high without overwhelming the reader.

7. Maintain Accessibility and Inclusivity

Interactive emails should be accessible to everyone. Use alt text, clear contrast, and screen reader-friendly structures.

• Label interactive buttons with descriptive text (e.g., “Tap to View Product”).
• Ensure your colors meet WCAG contrast standards.
• Provide accessible alternatives for users with assistive technologies.

Accessibility isn’t just good design — it’s good marketing. It ensures every subscriber can engage meaningfully with your content.

8. Test Across Devices and Clients

Different email clients render interactive elements differently. Test your emails in major clients like Gmail, Apple Mail, and Outlook using tools like Litmus or Email on Acid.

• Check load speed, image rendering, and animations.
• Confirm fallbacks display correctly.
• Preview both dark and light modes.

Testing ensures consistency, which builds credibility and trust in your brand experience.

9. Encourage Interaction with Clear CTAs

Every interactive email should guide readers toward one main action — clicking, submitting, or exploring. Use short, action-oriented CTAs.

Examples:

• “Tap to Discover.”
• “Vote Now.”
• “Reveal Your Discount.”
• “Shop the Look.”

Make your CTA buttons large, colorful, and easy to tap on any device. Use consistent language that creates excitement or curiosity.

Bloomo Digital Example: A small e-commerce brand added an interactive “scratch-to-reveal” discount to its holiday newsletter. The playful design increased click-through rates by 37% and generated a 22% rise in sales compared to static emails.

10. Measure and Optimize Performance

After launching, track how subscribers engage with your interactive content. Key metrics include:

• Click and tap rates — show interaction levels.
• Scroll depth — how far readers explore your email.
• Conversion rate — measures success of your CTAs.

Gather feedback from subscribers to learn which interactions they enjoy most. Regular optimization keeps your emails relevant and engaging over time.

Conclusion

Interactive emails are the future of engagement. When thoughtfully designed, they turn campaigns into experiences — encouraging readers to explore, participate, and convert.

Start small: add a poll, a hover effect, or a carousel to your next campaign. Test thoroughly, optimize for mobile, and keep your focus on clarity and purpose. Over time, interactivity will elevate your brand’s storytelling, keeping your emails memorable and your audience actively involved.

Frequently Asked Questions