Mie Oline Erichsen
Marketing Intern at Ackermann
Gamification turns ordinary email campaigns into interactive experiences that grab attention and drive conversions. Add game-like elements to your emails, and you give subscribers a reason to open, click and come back.
This article was originally written in Danish by Mie Oline Erichsen and has been translated into English. Here's how to bring play into your email marketing.
What Is Gamification in Email Marketing?
Gamification in email marketing means adding interactive elements such as quizzes, spin-to-win wheels and scratch cards to your campaigns. They encourage subscribers to take part rather than just read, which makes the email more engaging and enjoyable.
Most email clients can't run a full game inside the email itself. Instead, you use an eye-catching image or GIF in the email that links to a landing page where the game is played.
Why Use Gamification in Your Email Marketing?
- More engagement: Interactive elements catch attention and get subscribers to spend more time with your content.
- Better lead generation: A game gives people a reason to share their contact details in exchange for a reward or a chance to win.
- Stronger brand awareness: A fun experience makes your brand more memorable and builds a closer connection with your audience.
- Data enrichment: Every answer and choice gives you insight into customer preferences and behaviour.
Examples of Gamification in Email Marketing
Here are some proven formats marketers use to stand out in the inbox.
Discover My Favourites
Users swipe through a multi-step selection to put together their favourite products from your range. A fashion brand might let people pick a top, bottoms and shoes, while a restaurant could offer a starter, main and dessert. The format engages users and helps them picture how products work together, which strengthens brand interaction and purchase intent.
Spin the Wheel
This classic has found its way into email marketing and is still a favourite. Subscribers enter their email address and spin the wheel to win discounts, freebies, loyalty points or exclusive rewards. The element of chance creates excitement and encourages people to act straight away, which makes it great for growing your list and boosting conversions.
Scratch Card
Scratch cards have long been a popular instant-win mechanic, and now they've gone digital. In an email campaign, users virtually "scratch" a digital scratch card to reveal a reward, such as a free drink or a special offer. Companies like Circle K and Cafe Korn have used scratch card campaigns to increase engagement and reward loyal customers. It's simple, fun and gives instant gratification.
Quizzes
A quiz is a great way to engage people while teaching them about your brand or services. Questions like "How well do you know our products?" tap into curiosity and competitiveness. Quizzes lift interaction and give you useful data about customer preferences, which you can use to personalise future campaigns.
Types of Gamification in Email Marketing
Games fall into three broad groups, depending on how people interact with them:
- Luck-based games rely on chance, such as spin-to-win wheels or scratch cards.
- Knowledge-based games test what people know, like quizzes or trivia.
- Skill-based games require some ability, such as a puzzle game or a challenge that involves problem-solving.
Tips for Your First Gamified Email
- Make the game visible in the email. Use a GIF of the wheel spinning or the card being scratched, so subscribers understand what's waiting for them.
- Put it in the subject line. "Spin to win your summer discount" says more than "Our summer newsletter".
- Keep the reward relevant. A prize that matches your products attracts genuinely interested customers.
- Use the data afterwards. Feed answers and results back into your email platform to segment and personalise your next send.
Implementing Gamification with Scratcher
Scratcher makes it easy to add gamification to your email and SMS marketing. With 40+ interactive formats, no coding needed, and integrations with tools like Klaviyo, Mailchimp, HubSpot and ActiveCampaign, plus 8,000+ apps via Zapier, you can build engaging experiences that fit straight into your existing flows.
Want to try it? Start your free 14-day trial, no credit card required.
Original post: Gamification in email marketing (ackermann.dk)
