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Why are interactive email campaigns now key for sales?
Every year, someone sensationally declares the demise of email marketing. And for decades, this has not been the case. Today, email is a full-fledged sales channel, a data collection service, and a place to interact with your audience. In 2025, the number of email users worldwide reached 4.6 billion. It is predicted that by 2027, this number will exceed 4.8 billion. According to HubSpot, the average return on investment for email marketing is $36 for every dollar spent. Neither targeted advertising nor contextual advertising can match these figures.
TON OP company managers are analysing an interesting phenomenon in the new generation of email marketing: interactive emails. Essentially, this is a microservice within email that saves users time and businesses resources. The recipient, while remaining in the email, can perform specific actions that lead them to a purchase in one way or another. They evaluate, select, confirm, and approve without going to the website or social network. At the same time, the customer journey and sales funnel are reduced by 4-5 steps.
TON OP company managers are analysing an interesting phenomenon in the new generation of email marketing: interactive emails. Essentially, this is a microservice within email that saves users time and businesses resources. The recipient, while remaining in the email, can perform specific actions that lead them to a purchase in one way or another. They evaluate, select, confirm, and approve without going to the website or social network. At the same time, the customer journey and sales funnel are reduced by 4-5 steps.
Mini-landing page right in your inbox
The classic customer journey: open the email — go to the website — load the page — fill out the form — wait for confirmation.
Interactive emails from Booking.com, which invites us to rate the quality of our stay right in the email, or Burberry's slider catalogue of new collections, are quite noticeable in our inbox. When we notice them for the first time, we discover that we can do something in the email itself: we can immediately confirm an order, select a delivery time, or rate a product.
This is not a ‘pretty template’ but a mini-application that can be in the following formats:
Interactive emails from Booking.com, which invites us to rate the quality of our stay right in the email, or Burberry's slider catalogue of new collections, are quite noticeable in our inbox. When we notice them for the first time, we discover that we can do something in the email itself: we can immediately confirm an order, select a delivery time, or rate a product.
This is not a ‘pretty template’ but a mini-application that can be in the following formats:
- Image/product carousels, rollover effects: scroll within the email.
- Drop-down hidden windows (accordions, tabs, image sliders)
- Gamification (quizzes and games): engagement and data collection at the same time
- Surveys directly in the email
- Built-in forms/questionnaires: the user fills them out directly in the email.
- Booking appointments/events directly from the letter
- Registration confirmation, time slots, option selection — all without redirection
- Product option selection (colour, size)
- Animation or timers
- Essentially, this is an attempt to turn an email into a micro-web page.
Interactivity as a new form of analytics
With the disappearance of third-party cookies, companies are facing a data shortage. Who should they show ads to? How should they personalise their content? Interactive letters solve this problem elegantly: every click within them is zero-party data, data that people have consciously given to the brand. A letter from a distribution channel becomes a research tool.
Surveys designed as interactive letters generate up to 520% more responses, and gamification increases campaign ROI by 300%. Even simply adding a hover effect (animation, colour change, shadows, shapes) to a CTA button increases clickability by 10–12%.
Surveys designed as interactive letters generate up to 520% more responses, and gamification increases campaign ROI by 300%. Even simply adding a hover effect (animation, colour change, shadows, shapes) to a CTA button increases clickability by 10–12%.
Yes, technically it's not easy. AMP emails don't work everywhere. Outlook still breaks the layout. Gmail cuts out part of the code in the web version.
Most tasks can be solved with simple tools — CSS animations, checkboxes, accordions, tabs. Modern ESP platforms such as Klaviyo, Selzy, and Mailchimp are already implementing visual editors where interactivity is built without code.
TONOP doo ltd company software allows you to implement digital solutions for interactive email campaigns.
Most tasks can be solved with simple tools — CSS animations, checkboxes, accordions, tabs. Modern ESP platforms such as Klaviyo, Selzy, and Mailchimp are already implementing visual editors where interactivity is built without code.
TONOP doo ltd company software allows you to implement digital solutions for interactive email campaigns.
Technology without fanaticism
Practical recommendations: how to get started
- Select one key email (e.g., follow-up, booking, review) and replace the standard CTA button with an interactive element (survey, form).
- Ensure that your mailing platform supports interactive emails (AMP or CSS interactive). You should also have a regular version of the email (regular HTML) for customers who cannot view interactive content.
- Test and divide your audience into groups: one group receives a regular email, the other receives an interactive email. Compare the data: opens, clicks, conversions.
- Segment by response: users who interacted with the interactive element will be placed in a separate segment for further personalisation.
- Measure not only clicks, but also actions (form completion, booking, response) and revenue, if applicable.
- Consider resources: designing and developing interactive emails can be more expensive than regular ones. Start with simple formats (surveys, tabs), then scale up.
- Ensure quality: interactivity should work quickly, display correctly on mobile devices, and support a fallback version.
What to do right now
Modern emails are no longer static messages asking you to ‘click.’ Interactivity shortens the customer's journey — emails become mini sales interfaces that sell, collect data, and trigger actions right in the inbox. Start with one email: choose a mailing where it makes sense to embed an action (survey, rating, choice of options). Implement interactivity instead of the usual ‘Go’ button.
Look not at metrics, but at real behavioural signals: action within the email, repeated touches, final conversion and, most importantly, the speed of decision-making. The TON OP programme uses unique identifiers and helps integrate specific customer profile data into accounting and CRM programmes.
Look not at metrics, but at real behavioural signals: action within the email, repeated touches, final conversion and, most importantly, the speed of decision-making. The TON OP programme uses unique identifiers and helps integrate specific customer profile data into accounting and CRM programmes.
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TON OP DOO LTD
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg