If you’re doing email marketing, your one goal would be to stand out in a crowded inbox. And, ten to one, it’s the one thing that keeps you up at night.
We get it! As email marketers with over a decade of experience, standing out has been not just the challenge faced by our clients but by us as well.
Fortunately, with the incorporation of Augmented Reality (AR) in email marketing, you can stand out not just in the inbox, but in the customer’s mind as well. As Zapper’s CRM executive explains, “Augmented Reality (and new developments in WebAR) can now enable your emails to be more than just text on a screen – AR can now act as a portal (or means) for your content to transcend the device screen and be interacted with by your consumers.”
And that’s what this introductory post is all about. Let’s get started!
Why Augmented Reality in Email Marketing?
Augmented Reality bridges the gap between the physical and digital worlds, offering recipients an interactive experience that enhances their connection to your brand. Here are some key benefits of using AR in email marketing:
- Enhanced Engagement: AR experiences draw users into your content, increasing click-through and conversion rates.
- Interactive Storytelling: Tell your brand story in a way that captivates and resonates with your audience.
- Boosted Brand Recall: Interactive and immersive content is more memorable, leaving a lasting impression.
- Improved Customer Experience: AR offers utility, such as virtual try-ons or 3D product previews, which help customers make informed decisions.
How to Use AR in Email Marketing
Below are some of the ways you can use AR in email marketing:
1. Embed Interactive AR Experiences
While emails themselves cannot host AR directly due to technical limitations, you can include links or QR codes to immersive AR experiences. Examples include:
- Virtual Product Try-Ons: Let users visualize how products like glasses, makeup, or clothes would look on them.
- Interactive 3D Models: Showcase your products in 3D, enabling users to rotate, zoom, and view them in their own space.
2. Leverage WebAR Technology
WebAR allows users to access AR experiences directly through their smartphone browsers, eliminating the need for additional apps. You can:
- Add WebAR links to your email campaigns.
- Showcase product demos or branded experiences.
3. Enhance Visual Appeal with QR Codes
Dynamic QR codes in emails can be used to direct recipients to AR experiences. For instance:
- A fashion retailer could send a QR code to let customers try on clothes virtually.
- A real estate company could link to virtual tours of properties.
4. Gamify the AR Experience
Gamification enhances engagement and adds a fun element to AR. Ideas include:
- Scavenger Hunts: Encourage users to interact with AR content to unlock discounts or exclusive offers.
- Branded Mini-Games: Create AR-based games tied to your product or service to boost interaction.
5. Use AR for Personalization
Personalization meets AR for a powerful combo. Use recipient data to tailor AR experiences:
- Send customized AR holiday cards.
- Let users visualize products in their preferred settings (e.g., furniture in their home).
6. Support with Augmented Tutorials
Guide customers with AR tutorials for complex products.
For example, a tech company can send an AR link to a 3D interactive guide for setting up a device.
How to Implement AR in Your Email Strategy
Consider the following tips on how to implement AR in email marketing:
- Choose the Right AR Tool
Collaborate with platforms that support AR experiences, such as 8thWall, ZapWorks, or Adobe Aero. These tools can help create WebAR experiences that can be linked in emails. - Optimize for Mobile Devices
With most emails being opened on smartphones, ensure your AR experiences are optimized for mobile. - Provide Clear Instructions
AR experiences should be easy to access and use. Include step-by-step guides or visuals in your email to ensure a seamless experience. - Incorporate Analytics
Use tracking tools to measure the performance of your AR campaigns. Monitor metrics like click-through rates, interaction times, and conversions. - Test Across Platforms
Test AR links and QR codes across different devices, browsers, and email clients to ensure compatibility and ease of use.
Real-World Examples of AR in Email Marketing
Take a look at how these brands are incorporating AI in their campaigns:
- IKEA: Links to AR-powered tools that let customers visualize furniture in their homes.
- Sephora: Offers virtual try-ons for makeup products via AR experiences accessed through emails.
- L’Oréal: Incorporates AR to help users try hair color shades virtually.
Challenges of Using AR in Email Marketing
While AR opens up exciting possibilities, it’s not without its challenges:
- Technical Limitations: Not all email clients or devices can support AR integrations directly.
- Cost of Development: Creating AR content can be resource-intensive.
- User Education: Users may need guidance on how to access and interact with AR content.
Future of AR in Email Marketing
As AR technology advances, it’s expected to become more accessible and integrated into marketing strategies. The introduction of tools like AMP for Email and innovations in WebAR are paving the way for more seamless integration. Brands that adopt AR now will stay ahead of the curve and create memorable experiences for their audiences.
Wrapping Up!
Augmented Reality is not just a trend—it’s a transformative tool that has the potential to revolutionize email marketing. By combining AR with your email campaigns, you can deliver engaging, interactive, and personalized experiences that set your brand apart.
Ready to elevate your email marketing strategy with AR? Start experimenting with interactive elements today and watch your engagement soar!