Customer engagement is the ultimate goal of brands and marketers as it leads to the sales process. Email marketing being one of the oldest form of marketing can do wonders if some kind of innovation is applied to it.

Econsultancy columnist Nikki Gilliland has shared five benefits of using gamification in email marketing.

Gilliland says, “Whether it’s a quiz in exchange for prizes or a game purely for entertainment purposes – there are many benefits to incorporating gamification. Here’s more on this, along with a few examples to illustrate it.

Attract new subscribers

One of the main goals for email marketers is to expand subscriber lists, with many brands offering discounts in exchange for newsletter sign-ups to do so. However, this can be a flash-in-the pan tactic, with some users merely signing up for the offer and failing to engage with the brand thereafter.

Gamification can be a great way to attract new subscribers and keep them, with interactive elements helping to make emails more memorable and more engaging long after the initial sign-up.

One example of this is Papa John’s ‘Score Twice Half Price’ email campaign, which involved giving fans 50% off pizza if the Premier League football team they selected scored two or more goals every week.

The 50% discount was most likely a big incentive for new subscribers, however, the ongoing and trackable element also gave people a reason to keep engaging with the campaign after sign-up”.

Five benefits of using gamification in email marketing (with examples)

Econsultancy
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