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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Interactive Email

An interactive email includes elements recipients can engage with directly inside the email — like image carousels, quizzes, accordions, or hover effects — without leaving their inbox.

Also known as: kinetic email, interactive emails

Interactive email turns a passive read into an experience. Instead of clicking out to a webpage, recipients can browse, choose, and play right inside the email, boosting engagement.

What can interactive emails do?

Image carousels, product pickers, quizzes and polls, accordions, add-to-cart, and hover effects are common. The goal is engagement and reduced friction on the path to action.

What are the limitations?

Support varies across email clients, so interactive elements need fallbacks for clients that don't render them. Testing and graceful degradation are essential.

Why use interactive email?

Done well, interactivity lifts engagement and can shorten the path to purchase. It also helps your emails stand out in a crowded inbox.

Related terms

Subject Line Call to Action (CTA) Preheader Email Template Personalization Dynamic Content

Related reading from Drip

6 Interactive Newsletter Examples You Need to See How to Use GIFs in Emails Effectively

Frequently asked questions

What is an interactive email?
An interactive email includes elements recipients can engage with directly inside the email — such as image carousels, quizzes, accordions, or hover effects — without leaving their inbox.
What can interactive emails include?
Common interactive elements include image carousels, product pickers, quizzes and polls, accordions, add-to-cart functionality, and hover effects, all designed to boost engagement and reduce friction.
What are the limitations of interactive email?
Support for interactive elements varies widely across email clients, so they require fallbacks for clients that don't render them. Thorough testing and graceful degradation are essential.
Why use interactive emails?
Done well, interactivity lifts engagement and can shorten the path to purchase by letting people act inside the email. It also helps your emails stand out in a crowded inbox.
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