Live from Litmus Live: Getting Started with Interactive Email

Getting Started with Interactive Email, by Alice Li

litmusAlice works at Shutterfly, is an art nerd, a comic nerd, and a code nerd. She’s seen email start “interactive” as gifs and blinking… and then we went into different timelines.

How do we get back to progressive enhancement in emails? We want interactive emails that still work for people who don’t have email systems that support interactivity (which is almost 40% of people).

What are the benefits of interactive email? Shutterfly has seen:

  • Brand experience and prestige
  • 10% increase in revenue
  • 10% CTOR

Examples and Inspiration

  • Hover effects – images still look like images without them, but with them you can have the effect.
    • Same is true for background colors that change, or buttons that update. Background images can also be set to change on hover.
  • Animated slideshow – falls back to an animated GIF without fade-in transitions
  • Code snippets: https://codepen.io/alicemeichi/pen/zdqzpv

InVision helps to see where hot spots would be. Overall, there’s a lot we can do with this!


Marli Mesibov

Marli is a content strategist with a passion for the user experience. Her work spans websites, web applications, and mobile. Marli is the VP of Content Strategy at the UX design agency Mad*Pow, where she helps healthcare, finance, and educational organizations communicate with their audiences. Marli is a frequent conference speaker, and has spoken at conferences including Content Strategy Forum and LavaCon. She can also be found on Twitter, where she shares thoughts on content strategy, literature, and Muppets.

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