The personalization of an email marketing allows you to increase the engagement, clicks and conversions of your customers or prospects. A personalized content in an email allows you to build a real strategy to maintain a long term relationship with your customers. In marketing, gamification is a simple method to differentiate yourself from your competitors during your emailing campaigns. This gamification method works particularly well with millenials and generation Z (15 to 35 years old).
This article is intended to explain the principle of gamification and give you the keys to use this method in your email marketing campaigns. You will be able to use it as a strategic lever.
What is gamification?
This term, derived from English, refers to the use of games mechanisms on the web or on social networks. The goal is to use the codes and mechanisms used in web games and/or video games to make digital communication more attractive, more fun and therefore more engaging for customers.
Examples of successful gamification’s campaigns
The strategy is simple, the more the customer consumes, the more stars he accumulates. He then goes up in level and can obtain rewards. An idea reminiscent of video games with the concept of "level". Add to that a reward system and you get a dynamic gaming campaign.
M&M’s and the lost Bretzel
In the United States, M&M's has launched a digital game on its Facebook page, which corresponds to "Where's Charlie". The goal is to find a pretzel among thousands of M&M's. All this to announce the creation of its new product: The M&M's on the Pretzel! Thanks to their digital campaign, they collected no less than 25,000 subscribers, 6,000 shares and 10,000 comments on their Facebook page.
How to integrate gamification in your emailing strategy?
In order to integrate gamification into the emailing strategy, you must first choose among the different types of gamification. Here are two examples:
- Reward systems whose goal is to build customer loyalty. They feel considered by the brand and thus develop a feeling of affection for it. For example, the user has to perform an action or play to earn points, these points then allow him to obtain a reward.
- Feedback systems, the purpose of which is to help the company make a choice based on consumer tastes. They feel involved and this strengthens the link between the brand and the participants. For example, the company offers its customers a choice between two products or between two packagings.
To integrate this concept into emailing, you have two solutions:
- In classic (static) emails you can for example propose puzzles to solve, riddles, contests...
- In the dynamic emails, you can propose arcade games such as deminer, tetris, game of the 7 differences, etc. Or you can propose a vote to which your customers will answer directly in the email, as explained above.
Indeed, dynamic email allows the recipient to interact directly within the email and the content is instantly updated at each opening. Dynamic emails offer infinite possibilities for gaming in emailing. Messaging services recognize high engagement emails as non-spam. So the higher the number of clicks on your emails, the less spam you get and the more you can improve your deliverability.
Dynamic emails are accessible via email sending platforms like RocketMail. For more information and if you want to receive a dynamic test email, please visit our dynamic email page.
To conclude, gamification is an excellent way to make your communication interactive and to build customer loyalty. Gamification also allows you to vary your marketing messages. Emailing is therefore an excellent way to reach your target, especially with the arrival of dynamic email which will allow you to diversify your communication media.