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Interactive Elements in Email Template

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Have you attended a marketing conference in recent times, you must have come across some of the innovative technologies which are a delight for the recipient and show positively on the click-open rate.

With increasing admiration and acceptance of these ‘game changers’- interactive email elements, email marketing is trending ahead. It is crucial to implement and put to use this interactive element uniquely so the features are highlighted accurately amuses the receiver. A simple example is the roll-over effect that brings in a smile to the user’s face as this feels different from the usual click button scene.

Definition of interactive elements in email

Elements that receivers click on, swipe, rollover while interacting online are interactive elements. When these interactive actions are conducted in an email–we call these interactive elements in email.

Elaborately, it can also be explained as the element that engages and attracts a viewer dynamically where they willingly contribute with the content to navigate and access the complete experience in the email campaign.



Research proves using the right interactive element in your email can accelerate your ‘Click-open’ rate by 82.22% and even more compared to static emails. If you match the email content and make it engaging–chances are you can shoot your email click rates by almost 299% and sometimes even more.

Static email

Technical limitations and challenges are still trying to accept and instill interactive elements, however, the battle is yet to be won as more than 70% of the mail providers are already laying a stretched foundation to accommodate the interactivity.

Do you want to ‘wow’ your recipient with an exclusive mail experience, we recommend you run through this post since we have collated some great ideas to put to use the interactive elements in a redefined way.

Learning unique ways to include Interactive Elements to Your Emails

Let us understand one important point, interactive elements are not mandatory. We incorporate these to only engage our viewers, draw their attention, and exceed their experience. One key benefit is your email campaign stands out. If you are tired of using the cookie cutting email marketing techniques and you-have-I-have email techniques–we reckon you go for it.

It is time you test one of the following elements in your emails and see if it clicks?

Is your interactive element attuned?

Set your content right and ensure you have added the right interactive element. But before you click the send button–make sure your design template is attuned with all inboxes. Every mailbox does not completely support the functions–while Apple scores a whopping 10/10 compatibility, Gmail trends second, Other most-used mailboxes such as Outlook filters the only ¼ of the capacity, hence making it important to know which mailboxes are used by your subscribers and then you can include the right interactive element which will be supported and attuned.

Important: Ensure you test your email before shooting the campaign in various email clients. This will allow you the clear opportunity to work and amend design corrections before you attach the database for the last action. Testing is recommended as it helps you check SPAM scores and also validate your links, in case your links are not active–you will have ample time to make amends.

What are the most used interactive elements of your emails?

The new chapter of interactivity has been well-received ever since the introduction. The variety of options available to be included in your email makes it amusing amidst the challenges of mailbox compatibility.

Try out these elements of new era email design templates.

  1. Buttons

We are all familiar with the button featuring in an email. How about a button that changes color when you hover your mouse over it or when you click the button?
Smart ways to incorporate this technique

Using CSS

To incorporate this technique, all you need to do is include a part of the CSS into your email Coding. Since the button has defined layouts that differ-we will code a universal code smartly into your email master code.

To execute this technique, you need to insert a piece of the CSS code into your email code.

Shared below are some embed codes for mail coders.

HandySends editor


{NOTE: Change the “FEFEFE” and “333333” with the colors you wish. The changeover feature will provide the unbroken color transaction}

#000000 stands for Black
#808080 stands for Gray
#00FF00 stands for Green
#FF0000 stands for Red

The color change element when your mouse hovers over the button is one of the most common ones yet a very prominent option. This feature attracts the viewer’s attention and offers a competitive approach to your email design.

We have discussed above how to trigger the hover feature, all you need is to match the apt CSS feature.

  1. Image Rollover interactive effect

Remember this will require your designer to design a call-to-action button. We have described the options in stepwise explanation, so you use the instructions effectively and create an amazing rollover effect. Here it is –

Step1-Ask your designer for a button design
Step 2- Take a screenshot of the button
Step 3- Create a similar new button of the same specification (size and text to be same)
Step 4- Opt for a different color of the text and the button
Step 5-Take a screenshot of this too
Step 6- use the two screens shot images–apply the image rollover effect smartly.

Make sure you include the necessary links wherein when a customer clicks; he is directed to the landing page seamlessly.

The following email provides support for the above features!

  1. Font Colour transition on mouse over

Another interesting and interactive element of email is when you hover your mouse on a text and the color of the text changes (no. Not the links or hyperlinks–we are specifically discussing a color change of text when a mouse hovers on it) Not only color but this feature also extends in changing the text from normal to bold, italics, drop-shadow or other text related formats.

Check the following–you will see the transition of text format from one form to other.

Here is how you do it –

What happens in this element is the background color changes as you hover your mouse using CSS and the CSS property in use that is the context of reference in your HTML coding.

The most engaging element, however, is the utmost prevalent when we use it as a high point text—for eg, high pointing a simple link in the body of an email. This can look simple yet makes a powerful impact and is highly engaging.

Hover Element is supported in

Using hover effects will help change more than 8 different aspects of text while you hover on it.
Here’s a simple code example to show the way to change the color of a link from black (#0000000) to red (#FF0000) on hover:

Inserted CSS


Hypertext Mark-up Language–initiating Text Hover Colour Transformation


Step 1–Try to include a Cascading Style Sheets, which shall specify the color upon transition.
Step 2–Use a <span> tag that refers this class to your desired links{ in this case <a> tag}.
Step 3–In the body, try to include a hover-class < a> tag on its own can cause a shaky effect in certain emails such as Yahoo or Gmail. Using a <span> tag helps elude this issue.)
Step 4–Mention change color on Hover,/span/></a> tag before the end statement

Hover Fading effect

Compatible in:

Fades/Fading effect actualizes when the mouse hovers over the text is a simple procedure and a great highlighting impact on the email design. All you need is to manage the opacity and combination effect while the text is transiting or transforming.

Remember, if your created effect works seamlessly and gradients, it will make your email impactful and it will stand out.


.txt-color:hover { color: #000000; !important;

In this second example, the font color changes when you hover over the mouse to be both bold and underlined.
This is how you do it

<td class=”bgimg-swap”
bgcolor=”#666666″ width=”284″ height=”197″ valign=”top”>

  1. Inserted survey

One of the transparent forms of conducting email marketing is to conduct surveys and ask customers for their valuable feedback, so we can continuously improve and work on the areas which matter most.

We often notice surveys are one question based where we ask the customer to rank their experience. On the other hand, if the survey contains more than one or two questions–it is advisable to create a form and send across the link in an email form.
Well, if you have heard about embedded questions–you will all agree this is the best option, better than the two above.

red cafe

Try to incorporate these survey/interactive elements in your email. This helps the recipient to fill in easily and also saves their time. They tend to respond immediately and, above all, engage your client.

The Interactive survey is one of the most tactful ways to understand your client’s preferences. Their likes and dislikes Imagine a regular client who visits your café suddenly stops visiting your café–the reason is the services extended last time did not meet his expectation since all throughout he has been extended services that exceed his expectations. So there is no way you can find it, hence the “we miss you” email makes its way to his mailbox with an embedded link to a form that he can click and fill. If he is honest with his experience, he will share it and we at this end get to know the reason. We can then conduct the service recovery-may is inviting him for a new coffee tasting and offer him some complimentary services to regain his trust. This is an excellent opportunity to know the service experience for almost all services and products worldwide.


Simple steps to send a survey form with your email.

Step 1- Design a simple Survey form using google form (Google Form)
Step 2- Get your email address mentioned in the “To” segment
Step 3- Attach the link /include it in the email
Step 4- Select send option
Step 5- Open the email and take the test survey by clicking “inspect”
Step 6- Look for <table= (set your preferred alignment) “left align” and copy-paste this code onto the template)
Step 7- Recheck and make sure the survey is effective

Concluding Guidance

The above mentioned 4 elements are the most used options, however, keep the following 4 points in mind while designing and incorporating these interactive elements in your email:
#1 Make sure the elements used are compatible and supported by ESP.
#2 Include smart elements while sending Launch or Promo mailers–it creates a great impact
#3 Try to limit one interactive element per email, so you do not divert their attention.
#4 Please test your email before shooting, you can wade unnecessary glitches.

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