--- title: "Gamification in Email Marketing: Formats and Examples" description: "Gamification in email marketing made simple: discover formats like spin the wheel, scratch cards and quizzes, plus examples and tips to boost engagement." url: https://scratcher.io/blog/gamification-in-email-marketing language: en --- # Gamification in Email Marketing You've probably heard of gamification, but how can you use it in your email marketing? Here are formats, examples and practical tips. Henrik Lund 4 min read Updated April 14, 2025 ![Gamification in Email Marketing](https://scratcher.io/img/containers/assets/blog/covers/gamification-in-email-marketing.webp/f16cff4c4ba26a1dcfd336db56988756/gamification-in-email-marketing.webp) ![Portrait of Mie Oline Erichsen, Marketing Intern at Ackermann](https://scratcher.io/img/containers/assets/blog/mie-oline-erichsen-ackermann.webp/734854633d1e64a81855cb466d281632/mie-oline-erichsen-ackermann.webp) **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](https://scratcher.io/platform/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](https://scratcher.io/blog/gamification-marketing-in-fashion-industry) 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](https://scratcher.io/platform/formats/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](https://scratcher.io/blog/grow-email-list-with-gamification) 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](https://scratcher.io/platform/formats/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](https://scratcher.io/platform/formats/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](https://scratcher.io/blog/game-mechanics-in-marketing), 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](https://scratcher.io/platform/formats/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](https://scratcher.io/platform/newsletter-sms). 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](https://scratcher.io/blog/welcome-email-flow-after-gamified-signup). Want to try it? [Start your free 14-day trial](https://scratcher.io/get-started), no credit card required. *Original post: [Gamification in email marketing (ackermann.dk)](https://www.ackermann.dk/artikler/gamification-i-e-mailmarketing)* Henrik Lund Co-founder, Scratcher Henrik Lund co-founded Scratcher in Copenhagen in 2017 and has helped brands build interactive campaigns ever since. Make your first campaign today Make your own campaign in minutes. Free for 14 days, no credit card required. [Start free trial](https://platform.scratcher.io/en/register) ## Keep reading [Gamification Marketing Trends 2027: 8 Predictions for Brands](https://scratcher.io/blog/gamification-marketing-trends-2027) - Strategy - November 4, 2026 [Gamification Marketing Trends 2027: 8 Predictions for Brands](https://scratcher.io/blog/gamification-marketing-trends-2027)Where gamified marketing is heading in 2027, from short mobile games and always-on calendars to AI-built campaigns and new EU rul… [Customer Loyalty Trends 2027: Access, Fairness and Reasons to Come Back](https://scratcher.io/blog/customer-loyalty-trends-2027) - Strategy - November 3, 2026 [Customer Loyalty Trends 2027: Access, Fairness and Reasons to Come Back](https://scratcher.io/blog/customer-loyalty-trends-2027)Members belong to more programmes than ever but feel less special in each. The loyalty and retention trends for 2027, and ideas y… [First-Party Data and Privacy Trends 2027: What Changes for Marketers](https://scratcher.io/blog/first-party-data-trends-2027) - Strategy - November 3, 2026 [First-Party Data and Privacy Trends 2027: What Changes for Marketers](https://scratcher.io/blog/first-party-data-trends-2027)Chrome keeps its cookies, but consent and trust are getting harder to win. The privacy and data trends that will shape marketing … ![Starbucks spin-the-wheel campaign on a mobile phone](https://scratcher.io/assets/campaigns/starbucks-spin-the-wheel.webp) ## Make your first campaign today Join the brands that have collected more than 35 million sign-ups with Scratcher. Try it free for 14 days — no credit card required. [Start free trial](https://platform.scratcher.io/en/register) [Book a meeting](https://scratcher.io/book-a-meeting)