3 Questions to Ask Yourself Before You Go Interactive
1. Who is my audience?
“Audience always factors into what works and what doesn’t,” Woodall says. “A younger audience, for instance, is going to be more likely to play around with an email and click through.”
Use the data you have on your audience to determine what’s most likely to hold their attention. And don’t forget to test. When you pay close attention to what your audience interacts with, you can teach yourself what works.
2. Is the interactivity in service of my message?
Whether your interactive element is as simple as a hover effect or as complicated as an online checkout function, it better not confuse what you’re trying to say. “Remember what your email’s purpose is,” Woodall says. “Are you just sending people information to digest? Or do you want them to take an action? The interactivity should always take a back seat to the content.”
3. Do I know what my fallbacks are?
You might have a great plan for an interactive feature, but it’s never going to work for 100% of your audience. That means your fallbacks better be able to pull their weight. “You have to have fallbacks that convey your message and don’t break the email,” Woodall says. “There’s nothing more irritating than getting an email with no content, or that’s all wonky-looking because something doesn’t work.” Always have a plan in place for when — not if — the interactivity doesn’t work.
Illustrations by Jess Rotter, a Los Angeles-based artist whose illustrations have appeared on public murals, album covers, and a whole lot of tee shirts. Her first book, I’m Bored, was released in October of 2016.