October 1, 2023

Which might you select to ship to your clients: An bizarre promo electronic mail with a number of helpful content material and reductions, or an electronic mail with the identical content material introduced in a enjoyable method with components of gamification?

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

In the event you desire the second possibility, then you definitely would possibly surprise 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 arduous to search out concepts.

Nonetheless, we wouldn’t carry 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 wish to ship and present how we solved these issues. We can even show learn how to optimize the e-mail manufacturing course of and profit from gamification in electronic mail advertising and marketing. Lastly, we’ll present how we, as nerds, managed to systemize all of our data on electronic mail advertising and marketing gamification. 

Defining electronic mail gamification

Earlier than I dive into the stats and do’s of electronic 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 the intention to encourage engagement together with your services or products.

How we started our journey with electronic mail advertising and marketing gamification

A number 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 provide electronic mail gamification a attempt to finally examine the subject extra completely.

We rushed to design our first gamified emails.

(Examine the online model out)

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

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

What we realized from our gamified electronic mail advertising and marketing campaigns

After the primary electronic mail was profitable, we constructed a collection of Quizzes the place recipients have been alleged to take quick quizzes, remedy puzzles, and deal with crossword puzzles.

(Take a look at the online model of this electronic mail)

This collection additionally noticed some success, so we determined to completely examine how and when gamification works through the use of it on completely different events. 

Our video games carried out nicely for us, a SaaS product, and our shoppers 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 electronic mail advertising and marketing communities.

Gamification in email marketing helps go viral

Considered one of our most up-to-date video games is the sport devoted to Valentine’s Day recreation. Subscribers wanted to search out three vertical or horizontal phrases associated to electronic mail advertising and marketing, electronic mail templates, and Stripo with the intention to see what sort of Cupid they’re and obtain a promo code.

Example of email gamification used for holiday greetings

(Take a look at the online model of this electronic mail)

Outcomes of this gamified electronic 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 electronic mail campaigns, we realized that:

  • electronic mail gamification improves model virality; 
  • gamification has a optimistic influence on conversion;
  • gamification will increase our open price (OR);
  • gamified electronic 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 an effective way to make video games reusable;
  • all profitable video games meet the beneath traits.

Defining traits of a very good recreation

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

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

Traits of a good game _ Table

1. Traits of a profitable electronic mail advertising and marketing recreation from the recipients’ perspective

A aim

That is the result that recipients might be working towards. Be certain the aim is evident, participating, difficult, achievable, and resonant.

(Supply: Stripo template)


Guidelines present recipients how they’re supposed to attain the aim. By eliminating the best methods of reaching the aim, 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: E-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

(Examine the online model out)


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

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

(Examine the online model out)

Neighborhood (elective)

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 electronic mail, or you may share the recipient’s rating in your subsequent electronic mail (on this case, be sure you point out in your gamified electronic mail that you’ll share the outcomes quickly.)

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

(Examine the online model out)

Voluntary participation

We hope that recipients will play the sport, and we all know that most individuals love doing it. Nonetheless, some recipients is perhaps busy or drained, so they may need 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 alleged to in your electronic mail? Or what occurs after they do discover all eggs? Add the component of likelihood.

Example of an email campaign with the element of chance

(Take a look at the online model of this electronic mail)

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

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

Improvement prices

It’s a very advanced topic. The metrics to contemplate listed below are: What number of hours will you/your crew spend on constructing a specific recreation, and can this recreation be reusable? Provided that your crew spends a sure period of time on implementing a recreation, will or not it’s recoupable?

Pace of implementation

The sooner, the higher. Prepared-to-use mechanics ought to present all needed gamification components. Entrepreneurs ought to simply change visible components, and the sport might 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 electronic mail advertising and marketing campaigns.


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


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

Prepared-to-use mechanics as reusable video games for simplified gamification electronic mail advertising and marketing

Recreation mechanics are the core of each recreation and are what makes video games reusable. There usually are not so a lot of them right this moment, however by engaged on the plot, imagery, and objectives of the sport, you make the sport completely 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 must rotate picture slices to unravel a maze. Once they do that proper, they may 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 based mostly on the identical recreation mechanic? They’re, however they’ve been applied in two other ways. 

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

1. AMP carousels with no notification

Recipients simply click on the arrows to rotate pictures to search out the design they like finest.

(Examine the online model out)

To construct an identical recreation on your promo emails, you simply want to make use of the AMP carousel block. It’s so simple as that. Constructing a recreation utilizing this system will take you beneath 10 minutes.

2. AMP carousels with notification messages

Recipients must rotate pictures to unravel the puzzle. As soon as they remedy the puzzle, they may see a notification saying that they did a very good job. They might additionally see a notification with the date and time of the presentation. You’ll be able to write something you need in your notification message.

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

(Take a look at the internet model of this electronic mail)

In our “Stripo Academy,” we confirmed learn how to construct an identical maze on your emails.

3. Construct an image

Similar to within the earlier recreation, recipients must rotate pictures to construct an image. Nonetheless, this time, the image might 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 should click on the choice they discover right proper within the electronic mail. They will additionally see if their reply is right immediately.

Chances are you’ll select completely different pictures and colours to focus on incorrect and proper solutions. There may very well 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 on your electronic mail advertising and marketing 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 very good 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 repute.

Ready-to-use mechanic _ Questionnaire

The place are you able to get data on using this concept for electronic 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 hearth” after which stopped the legal? Or the sport the place a recipient needed to discover Easter eggs in our workplace? We described them above.

(Examine the online model out)

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

7. Coloration the postcard

On Christmas, we despatched out a Christmas e-card to our contacts. We advised that they shade the postcard and share it with us as their method 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 likelihood. Recipients must click on on the slots to search out matching pictures.

Ready-to-use mechanic _ Memo

(Examine the online model out)

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

9. Spin the wheel

Bear in mind the GIF at first of this put up? It’s based mostly on the “Spin the Wheel” mechanic. This can be a good alternative for entrepreneurs to provide 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 electronic mail advertising and marketing gamification straightforward

Interactive content material generator; how Stripo helps you make electronic mail advertising and marketing gamification straightforward

Stripo is all the time on the forefront of electronic mail advertising and marketing gamification. Our major aim is to make the method easy and time-effective for each electronic mail marketer. That’s the reason we determined to create an Interactive content material generator.

AMP Content Generator from Stripo

Usually, it’s a must to flip to programmers for assist or take care of the code your self. With our generator, you simply want to point out all of your creativity, and we’ll handle the technical half.

The generator provides you a module that incorporates the next:

  • an AMP model of your electronic mail. Works in Gmail, Yahoo, and FairEmail;
  • interactive fallback. Works on all units and electronic mail shoppers that assist HTML5 and CSS3. Works in Apple Mail and Samsung E-mail;
  • textual content fallback model. Works in electronic mail shoppers that don’t have assist for HTML5 and CSS3, corresponding to some Outlook apps.

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

Wrapping up

Case research present that gamification is vital for electronic mail advertising and marketing. It helps your enterprise to go viral. It multiplies your ROI by 3. Most significantly, it lets your clients loosen up 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 attempt!

Gamify your emails with Stripo