Bringing enjoyable into emails — Stripo.e mail


Which might you select to ship to your clients: An unusual promo e mail with a lot of helpful content material and reductions, or an e mail with the identical content material offered in a enjoyable approach with components of gamification?

Did you, like us, select choice two? Properly, that is fairly affordable. Provided that gamification not solely brings enjoyable into emails, but in addition boosts your conversion by 400%.

For those who choose the second choice, you then may marvel why there are so few emails with gamification components in our inboxes. 

The reply is clear: Constructing such emails is dear and time-consuming, and generally, it’s laborious to seek out concepts.

Nonetheless, we wouldn’t convey up this query if we didn’t have an answer.

On this put up, we’ll share the issues we confronted when constructing emails everybody want to ship and present how we solved these issues. We may even exhibit how one can optimize the e-mail manufacturing course of and profit from gamification in e mail advertising. Lastly, we’ll present how we, as nerds, managed to systemize all of our information on e mail advertising gamification. 

Defining e mail gamification

Earlier than I dive into the stats and do’s of e mail gamification, let me, in a number of phrases, outline gamification: Gamification is the method of making use of typical game-like parts—like level programs, rewards, and competitions—to non-game actions with a purpose to encourage engagement together with your services or products.

How we started our journey with e mail advertising gamification

A couple of years in the past, we have been impressed by a wonderful report, titled “Making emails enjoyable,” by Chris Vasquezfrom AWeber and Nicolas Garnier from Mailjet. We have been additionally impressed by “Actuality Is Damaged,” a bestseller by Jane McGonigal, to present e mail gamification a attempt to ultimately examine the subject extra completely.

We rushed to design our first gamified emails.

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That is the primary e mail that we despatched out. It was devoted to Easter. Recipients needed to acquire figures hidden behind choco eggs after which summarize these figures and enter their sum to get a reduction code if the sum was appropriate. They’d see the “Strive once more” notification if the sum have been incorrect. 

Our recipients acknowledged that they appreciated the sport. In fact, one e mail isn’t conclusive, so it inspired us to ship extra emails with sport components.

What we discovered from our gamified e mail advertising campaigns

After the primary e mail was profitable, we constructed a collection of Quizzes the place recipients have been purported to take quick quizzes, clear up puzzles, and sort out crossword puzzles.

(Try the net model of this e mail)

This collection additionally noticed some success, so we determined to completely examine how and when gamification works by utilizing it on totally different events. 

Our video games carried out properly for us, a SaaS product, and our purchasers whom we helped construct some gamified emails within the B2C and B2B industries.

Outcomes of this collection:

  • it elevated model consciousness;
  • our video games have been broadly spoken about in e mail advertising communities.

Gamification in email marketing helps go viral

One among our most up-to-date video games is the sport devoted to Valentine’s Day sport. Subscribers wanted to seek out three vertical or horizontal phrases associated to e mail advertising, e mail templates, and Stripo with a purpose to see what sort of Cupid they’re and obtain a promo code.

Example of email gamification used for holiday greetings

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Outcomes of this gamified e mail marketing campaign:

  • OR elevated by 25%, from 30% to 37.5%;
  • CTOR grew by 740%, from 0.5% to 4.2%;
  • CTR grew by 1000%, from 1.1% to 11.1%

Gamification in email marketing is proven to increase conversion

Having analyzed these e mail campaigns, we discovered that:

  • e mail gamification improves model virality; 
  • gamification has a optimistic influence on conversion;
  • gamification will increase our open price (OR);
  • gamified e mail manufacturing is a time and cost-consuming endeavor;
  • to repay, video games needs to be reusable or designed quick with no coding in any respect;
  • ready-to-use mechanics are a good way to make video games reusable;
  • all profitable video games meet the beneath traits.

Defining traits of a great sport

To search out out what makes e mail gamification profitable, we investigated dozens of video games in emails. In fact, we thought of our expertise, too.

Recipients and types use totally different standards to outline a profitable sport. Thus, we determined to divide the factors into two teams:

Traits of a good game _ Table

1. Traits of a profitable e mail advertising sport from the recipients’ perspective

A objective

That is the end result that recipients will probably be working towards. Be certain the objective is evident, partaking, difficult, achievable, and resonant.

(Supply: Stripo template)


Guidelines present recipients how they’re supposed to realize the objective. By eliminating the best methods of reaching the objective, you can also make recipients discover beforehand unseen methods and use all of their creativity.

Gamification in email marketing _ Example of a game with clear rules

(Supply: Electronic mail from Stripo)

Suggestions system

Let recipients understand how they’re doing. Each step they take have to be accompanied by your response.

Gamification in email marketing _ Example of a game with feedback system

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A personality who carries throughout your e mail advertising campaigns will make your video games extra constant. Let recipients feed them, rescue them, and so on. This character may be related to your model or not. In our case, he’s.

Gamification in email marketing _ Example of a game with a character

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Group (optionally available)

Let recipients understand how they’re doing in comparison with different recipients. One thing like, “You probably did higher than 80% of all recipients.” You are able to do this immediately within the e mail, or you may share the recipient’s rating in your subsequent e mail (on this case, you’ll want to point out in your gamified e mail that you’ll share the outcomes quickly.)

Gamification email campaigns that reflect recipient’s result compared to others

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Voluntary participation

We hope that recipients will play the sport, and we all know that most individuals love doing it. Nonetheless, some recipients may be busy or drained, so they could wish to skip the sport and proceed to the positioning or buy groceries immediately.

Gamification email campaigns _ Voluntary participation _ Example

(Supply: Inbox-marketing)


Let recipients uncover what is going to occur in the event that they select an alternative choice. For instance, what occurs to your hero in the event that they flip left or proper? What occurs if recipients don’t discover all of the eggs they’re purported to in your e mail? Or what occurs after they do discover all eggs? Add the component of probability.

Example of an email campaign with the element of chance

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Now that we all know all of the traits of a profitable sport, allow us to see these traits in motion.

2. Traits of a profitable sport from a enterprise’ perspective

Improvement prices

It’s a very advanced topic. The metrics to think about listed below are: What number of hours will you/your crew spend on constructing a specific sport, and can this sport be reusable? Provided that your crew spends a sure period of time on implementing a sport, will it’s recoupable?

Pace of implementation

The quicker, the higher. Prepared-to-use mechanics ought to present all obligatory gamification components. Entrepreneurs ought to simply exchange visible components, and the sport will probably be able to go.

We are going to present some later.


You want to have the ability to observe, measure, and analyze the outcomes of your e mail advertising campaigns.


In fact, it’s at all times good when coders and programmers will help you construct advanced mechanics, however it’s at all times greatest if an e mail marketer can create a gamified e mail on their very own, which makes growing the sport less expensive. The sport needs to be reusable for a number of e mail advertising campaigns.


The video games needs to be reusable. Entrepreneurs ought to merely add new gamification components to it to get a visually new sport for his or her emails.

Prepared-to-use mechanics as reusable video games for simplified gamification e mail advertising

Sport mechanics are the core of each sport and are what makes video games reusable. There should not so lots of them at the moment, however by engaged on the plot, imagery, and targets of the sport, you make the sport totally different.

Let me clarify what I imply:

That is the e-mail the place you let recipients rotate only a small component to see how the portray matches the couch.

Equally, beneath is the e-mail the place a kitten has to discover a path to its father. Recipients have to rotate picture slices to unravel a maze. After they do that proper, they are going to see a notification message saying they helped out a kitten and calling them the hero of the maze.

Are you able to inform if these two emails are primarily based on the identical sport mechanic? They’re, however they’ve been applied in two other ways. 

Given that every one mechanics make video games reusable, e mail gamification turns into time- and cost-effective.

1. AMP carousels with no notification

Recipients simply click on the arrows to rotate photographs to seek out the design they like greatest.

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To construct the same sport in your promo emails, you simply want to make use of the AMP carousel block. It’s so simple as that. Constructing a sport utilizing this system will take you underneath 10 minutes.

2. AMP carousels with notification messages

Recipients have to rotate photographs to unravel the puzzle. As soon as they clear up the puzzle, they are going to see a notification saying that they did a great job. They could additionally see a notification with the date and time of the presentation. You may write something you need in your notification message.

Ready-to-use mechanic AMP carousel with notifications _ Gamification email example

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In our “Stripo Academy,” we confirmed how one can construct the same maze in your emails.

3. Construct an image

Identical to within the earlier sport, recipients have to rotate photographs to construct an image. Nonetheless, this time, the image will probably be sq., and its small items can rotate not solely left to proper and vice versa, but in addition up and down in place.

Ready-to-use mechanic _ Build a picture _ Gamification email example

Please, discover the handbook right here.

4. Quizzes in emails

You ask recipients a query and supply a number of solutions. They must click on the choice they discover appropriate proper within the e mail. They will additionally see if their reply is appropriate immediately.

Chances are you’ll select totally different photographs and colours to focus on incorrect and proper solutions. There could possibly be any variety of reply choices.

In our particular weblog put up, we share a step-by-step information on how one can simply create them in your e mail advertising campaigns utilizing our brand-new generator.

5. Pound the mole

We simply added customized backgrounds, and so on. Truthfully, we didn’t inform recipients what number of spam emails they wanted to catch to be a great marketer. Nonetheless, again then, we thought it was fairly apparent that they wanted to catch all of the spam emails to keep up their sender fame.

Ready-to-use mechanic _ Questionnaire

The place are you able to get data on using this concept for e mail gamification? Keep tuned! Quickly, we’ll publish a step-by-step information in our Academy.

6. Uncover what occurs subsequent

Bear in mind the hero who “Put the city on fireplace” after which stopped the felony? Or the sport the place a recipient needed to discover Easter eggs in our workplace? We described them above.

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Each video games have been primarily based on the identical mechanics with totally different implementations, leading to totally different video games.

7. Colour the postcard

On Christmas, we despatched out a Christmas e-card to our contacts. We advised that they colour the postcard and share it with us as their approach of congratulating us on the vacation.

Please discover the handbook within the Stripo Academy. It’s completely free.

8. Memo: Image match

Discovery and the component of probability. Recipients have to click on on the slots to seek out matching photographs.

Ready-to-use mechanic _ Memo

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Please discover the handbook within the Stripo Academy. It’s completely free.

9. Spin the wheel

Bear in mind the GIF at the start of this put up? It’s primarily based on the “Spin the Wheel” mechanic. It is a excellent selection for entrepreneurs to present reductions away or let your contacts win their current. Simply ask them to spin the wheel.

Ready-to-use mechanic _ Wheel of fortune

Please, discover the handbook within the Stripo Academy. It’s completely free.

Interactive content material generator, or how Stripo helps you make e mail advertising gamification straightforward

Interactive content material generator; how Stripo helps you make e mail advertising gamification straightforward

Stripo is at all times on the forefront of e mail advertising gamification. Our primary objective is to make the method easy and time-effective for each e mail marketer. That’s the reason we determined to create an Interactive content material generator.

AMP Content Generator from Stripo

Usually, you need to flip to programmers for assist or cope with the code your self. With our generator, you simply want to point out all of your creativity, and we’ll maintain the technical half.

The generator offers you a module that incorporates the next:

  • an AMP model of your e mail. Works in Gmail, Yahoo, and FairEmail;
  • interactive fallback. Works on all gadgets and e mail purchasers that help HTML5 and CSS3. Works in Apple Mail and Samsung Electronic mail;
  • textual content fallback model. Works in e mail purchasers that do not need help for HTML5 and CSS3, akin to some Outlook apps.

Presently, the generator means that you can construct questionnaires/quizzes solely. However within the close to future (at the start of September), we’ll add the next two extra mechanics:

Wrapping up

Case research present that gamification is vital for e mail advertising. It helps your corporation to go viral. It multiplies your ROI by 3. Most significantly, it lets your clients calm down and have some enjoyable in your emails, which is nice for long-term relations.

Bringing enjoyable to emails has by no means been simpler. Give it a strive!

Gamify your emails with Stripo


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