We have prepared a mini-series of the most interesting insights from the conference, full of practical instructions and real examples from the world of email marketing. We have already published two parts, and you will definitely find surprising and useful information in this third one. So let’s get started.
Gamification, omnichannel communication and kinetic elements in practice
Jakub Malý, email marketing consultant, head of sales and co-founder of the promoGen agency, called for us to guide users through the purchasing process in a playful way , using gamification. It is a hot trend in marketing in general, and can also be used in email marketing. We described how to do this in more detail in facebook database the article Gamification in Email Marketing: Why and How to Work with It.
Jakub showed an interesting comparison of the use of gamification in collecting new contacts in a case study of a specific company :
- Classic pop-up window
- Subscription rate – 7.9%
- Order completion conversion rate – 18.3%
- Wheel of fortune
- Subscription rate – 28.8%
- Order completion conversion rate – 21%
- Advent calendar
- Subscription rate – 10.7%
- Order completion conversion rate – 23.8%
For gamification elements
Jakub recommended the Mailocator tool
Jakub further focused on omnichannel marketing , which aims to connect email with other channels so that customers have a comprehensive ux design: essential concepts and marketing shopping experience. Omnichannel is based on using all channels simultaneously. In simple terms, the customer journey through omnichannel can look like this:
- Email notification (for discounts, expiration of loyalty points, etc.)
- Facebook challenge banner
- Push notifications
- SMS
If a customer makes a purchase during the process, they are removed from the retention scenario and subsequent steps are deactivated.
Jakub pointed out that the omnichannel campaign whatsapp data within the company’s loyalty program had great results and good feedback from customers .
The last point of Jakub’s talk was kinetic elements in email. Interactive messages are a way to differentiate yourself and bring the user experience from the web to email. There are plenty of options:
- deductions,
- dynamic writing of reviews,
- personalized banners,
- hover effects,
- image overlay
- and others.