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Hundreds of brands bombard our inboxes on a daily basis. All of this is inherently the consequence of the content boom. With more and more brands discovering the benefits of sending out emails, neither content marketing nor the content boom wave is destined to die out any time soon. However, it does give us enough scope to weigh out its pros and cons. Let’s take a look.
Pros: Information at your fingertips, all the latest updates in your inboxes, and more.
Con: Content fatigue.
And that pretty much seals the case. There is perhaps no greater threat to content marketing in general than content fatigue. Simply put, there’s way too much content out there and very little time to absorb it. So, how do marketers overcome this situation? The answer lies in dynamic content. Instead of sending out run-of-the-mill emails to your clients, you stand a much better chance of gaining their attention by sending emails that are interactive and engaging.
In fact, as many as 84% of customers believe that the experience a company provides is as important as its products and services. That experience also includes the emails they get from you. Interactive emails are the future, and they are here to stay. Today, we talk at length about two such interactive tactics- the flip effect and the scratch effect.
These two effects are basically interactive elements that use the “uncover the hidden information” trope to invite greater engagement from the readers. At their heart, these effects cater to that one fundamental instinct that in many ways has served as the cornerstone of human evolution- curiosity.
By hiding the relevant information behind a flipping and a scratch panel, these elements, in essence, pose a “question” to the readers and coax them to interact with the email to find their answers. The best part about using these elements is that they let you downsize the content in your emails. This gives you the scope of greatly enriching the user experience of your subscribers.
Both the flip and scratch effects are extremely fascinating interactive elements and offer businesses many creative options to implement them in their emails. Let’s take a look at some of the most popular use cases out there.
Yes, you guessed it. This use case is an absolute no-brainer. We’ve been using the good ol’ scratch card effect to reveal exciting discounts and special offers from our childhood days. And while these are tactics that you’d usually associate with traditional marketing, the world of email and electronic marketing is no different as well.
An astounding number of brands, especially those hailing from eCommerce, lifestyle, and food and beverage industries, make use of scratch effect in emails to announce attractive discount deals and send coupon codes to their customers. This effect enjoys an exceptionally high success rate when used in card abandonment and welcome email templates.
Take a look at this example from Bose.
Over here, the scratch effect is placed bang in the center of the email body in order to grab the attention of the reader as soon as they open it.
Here’s an example of a flip effect email by Email Uplers.
Over here, the flip effect is embedded in the Easter eggs themselves which serves the purpose of clearly communicating the purpose of the email to the readers.
Both the flip as well as the scratch effect come in extremely handy when you have to either reveal new products and packages or announce upcoming launches related to your brand and business. Travel companies, in particular, are well-recognized for using this effect to their advantage while sharing new tourist destinations and holiday packages.
More importantly, it allows them to distinguish their email from a hoard of other similar emails that flood readers’ inboxes.
The flip effect proves to be extremely helpful when it comes to showcasing multiple products to readers. This is because it spares businesses from having to compile both their product and its description on a single slide or panel.
With the flip effect, they get the liberty of using both sides of a display tile- the front side for displaying the product and the backside for product description and other necessary details. As for the customer, they get to see these details by putting the flip effect into action by clicking on the tile. This way, they not only engage with the email but also derive a pleasant user experience from it.
If you are a small or budding business, then you can use the flip effect to send welcome emails to your customers that also double up as team releases. Interactive welcome emails often pave the path for long-term and loyal customer relationships.
There are several benefits of using the flip and scratch effects in your emails. A few of them have been discussed below:
Before you proceed with using the flip and scratch effect in your emails, you should keep the following best practices in mind.
The usage of interactive elements such as the flip and scratch effects can significantly elevate the overall design value of your emails and inspire massive engagement from your readers. You can implement them in highly creative ways and build yourself a unique and credible brand image in the process.