The value of interactive email components

Interactive email components are email features that allow recipients to engage with content directly, such as forms, polls, and clickable buttons. According to a 2022 Statista study, 52 percent of marketers worldwide consider interactive emails the most effective marketing content tool.

Understanding interactive email components 

Interactive email components can play a part in interactive email marketing campaigns. These campaigns are defined within a PLoS One study, “The academic definition of interactive advertising has evolved and varied at least in part as possibilities for ad design and placement have shifted, meaning interactive advertising can be defined differently depending on the context. Experts have defined interactive ads in terms of processes, features, and/or user perceptions.”

Interactive email components are advanced elements like sliders, collapsible menus, embedded forms, polls, and interactive images embedded within emails that allow recipients to interact directly with content without visiting an external website. 

The primary purpose of these interactive elements is to boost user engagement and participation by making the email experience more dynamic and app-like. This setup allows actions such as filling out surveys, browsing product options, and even making purchases directly within the email. 

How they work

1. HTML5 and CSS3 integration: These might include forms, buttons, tabs, or image carousels. The HTML5 provides the framework for these elements, while CSS3 adds visual styles and animations to make the interactions smooth and visually appealing.
2. CSS for interactivity: CSS is used not only for styling but also for enabling certain types of interactions within the email. For example, hover effects, transitions, and visibility changes can be managed with CSS. 
3. Fallback content: Since not all email clients support these advanced HTML and CSS features, interactive emails are often designed with fallback content. If an email client can't process the interactive elements, it will display a basic version of the email.
4. Embedded forms and surveys: These are coded directly into the email with HTML forms. When a user fills out a form or survey within an email and submits it, the data is sent directly to a server via form action URLs. 
5. Client-side processing: To make interactive elements work in email, most of the processing happens on the client side (the recipient's email client), within the constraints of what the email client supports in terms of HTML and CSS.

See also: Are interactive emails HIPAA compliant?

The forms of interactive email components useful in healthcare emails

The HIPAA compliant emails sent by healthcare providers can make use of the following interactive content components, including: 

1. Patient satisfaction surveys: Embedded forms that patients can fill out to provide feedback on their recent visit or treatment, directly contributing to quality control and service improvement.
2. Medication reminders: Interactive buttons that patients can click to confirm they have taken their medication or to snooze reminders for later.
3. Symptom checkers: Dropdown menus or forms where patients can select their symptoms and receive preliminary advice or instructions on whether to seek further medical care.
4. Health trackers: Interactive charts or logs within the email where patients can enter health metrics such as blood pressure, glucose levels, or weight, which can then be automatically shared with their healthcare providers.
5. Educational content navigation: Tabs or accordions that patients can interact with to access tailored educational materials about managing health conditions, medication instructions, or wellness tips.
6. Interactive FAQs: Collapsible sections where patients can click on frequently asked questions about their health condition or treatments and reveal the answers within the email.
7. Consent forms: Forms that can be filled out and submitted directly via the email for procedures, data sharing agreements, or clinical trials.
8. Pre-visit questionnaires: Forms where patients can input their current health status, symptoms, or other relevant information before a healthcare visit, streamlining the check-in process.
9. Event registration: Buttons or forms for registering for health-related events, seminars, or wellness programs, making it easy for patients to participate in additional services offered by their healthcare providers.
   
   

The uses of interactive email components 

1. Elderly patients: For older adults, particularly those managing multiple medications, interactive emails could include large-font medication reminders and simple-to-use confirmation buttons to track adherence. These features can be designed for ease of use, considering potential visual or cognitive impairments.
2. Pediatric care: Parents of young children could receive interactive emails with growth and development trackers. These emails might include sliders to input measurements such as weight and height, interactive checklists for developmental milestones, and personalized health tips based on the child’s age.
3. Patients with chronic conditions: Patients managing chronic diseases like diabetes or hypertension could receive interactive emails with embedded monitoring tools. For example, diabetic patients could input their blood sugar levels into the email, which then provides instant feedback or dietary advice based on the entries.
4. Mental health support: For patients undergoing mental health treatment, interactive emails can serve as a private journaling tool where they can record their mood and anxiety levels daily. These entries could be reviewed in real-time by their therapists, facilitating more responsive and personalized care.
5. Pregnant women: Interactive emails can be used to send weekly or monthly updates that align with the stages of pregnancy. These might include interactive content on fetal development, reminders for upcoming tests or check-ups, and clickable links to register for prenatal classes or webinars.
6. Patients undergoing rehabilitation: For patients in physical rehabilitation, interactive emails can provide exercises and allow patients to record their pain levels and progress through interactive forms. 
7. Travel medicine: For patients who travel frequently, especially to regions with health risks, interactive emails can provide travel health advice, vaccination reminders, and the ability to directly schedule appointments for travel-related health services.
8. Rare disease patients: For individuals with rare diseases, interactive emails can deliver highly specialized care information, including updates on new treatments, clinical trial opportunities, and community resources. 

See also: Top HIPAA compliant email services

FAQs

What types of interactions can be included in an interactive email?

Interactive emails can include a variety of interactive elements such as dropdown menus, tabs, sliders, surveys, polls, and buttons that perform actions like submitting forms or changing content within the email.

Do I need special software to create interactive emails?

Yes, creating interactive emails typically requires email design software or platforms that support HTML5 and advanced CSS.

Can interactive email components work on all email platforms?

Not all email platforms support interactive components.