Two major trends in email must not be ignored: interactive email and automation.

For certain messages, an old-fashioned email with a plain-text, well-written letter and a call-to-action at the bottom just might do the trick. But unless you want to take the risk of branding your entire online presence as “retro,” to be competitive, you must use the latest email technology.

What is Interactive Email?

To create an interactive email, a developer uses HTML and CSS to create radio buttons, forms, live counters, tabs and other interactive elements typically used on web pages. These interactive emails are now being dubbed “mailable microsites,” and the name fits perfectly. These emails act just like a micro website where users can move from “page to page” using tab and radio buttons to traverse the content and even convert directly within the email. These mailable microsites are being created using techniques such as punched card coding which effectively…

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