When we talk about Kinetic email, we are referring to that type of email that allows customers to have a more immersive brand experience, something they don't get from typical generic and repetitive emails. Therefore, we could say that it has the function of reunion business email list making emails display and offer a user experience more similar to that of a web page , thus introducing a new layer of interactivity to the email marketing experience.
As far as typologies are concerned, we can find or distinguish 3 categories that are created thanks to the different interactive and dynamic designs that are fully implemented in HTML and CSS:
Kinetic Email
The simple Kinetic Email uses CSS transitions and animations to show the key content of the campaign. An example would be an automatic sliding carousel where each slide shows different content or, as you can see below, implementing Twitter activity in real time in CSS.
Interactive Kinetic Email
This type of email adds elements that allow the user to respond and take action. For example, carousels containing navigation buttons, collapsible menus, or other interactive elements. Kinetic interactive emails typically involve the use of CSS selectors such as :hover, :active, :focus, or :checked. Here’s an example:
Kinetic Effects Email
We refer to “kinetic effects” when CSS animations and interactivity are used primarily to make content more engaging. For example, to highlight an element when the cursor is hovered over the screen, to create effects like the one you see below (moving snow), or other effects to draw the subscriber’s attention.
Currently, the best examples of Kinetic Email include pop-up buttons, interactive zones, carts to add orders, image carousels, and other features. As we mentioned above, these types of emails are not only more attractive than the typical email we are used to receiving, but they are also much more effective in encouraging subscribers to interact with the brand and its products. But the question is, if it's all advantages, why aren't all companies implementing it in their email marketing strategy? Even though some brands use it, there are still many problems. The main problem is that not all existing kinetic techniques work well on all the different technological platforms out there.
To give you an idea, out of 100 subscribers, only a maximum of 40% would currently be able to view kinetic emails on their devices. This is due to incompatibility issues with different email clients and, almost inevitably, Android/iOS differences. What’s more, within this 40%, 60% of devices would be set up to employ an “interactive” functionality and 40% would be set up to employ a “clickable” functionality (largely due to the fact that iPhones are better at rendering interactive features).
Ultimately, until these issues are resolved, the most realistic solution if you want to use kinetic techniques in an email is to also create default non-Kinetic versions to ensure that all subscribers can view the email.
