In an age of reels, chatbots, and short attention spans, the humble email, the same one we’ve all tried to unsubscribe from at least once has quietly strutted back into the marketing spotlight. What was once seen as the relic of a bygone digital era is now the marketer’s secret weapon, refreshed and reimagined with interactive twists and a touch of gamified fun.
Once upon a time, the inbox was a graveyard for brand newsletters and discount codes. Today, it’s a playground. A place where brands aren’t just sending messages but creating micro-experiences, mini games, quizzes, and personalised journeys that make audiences click (literally and emotionally). What’s behind this glow-up of a once 'boring' channel? Turns out, the secret lies in trust, personalisation, and the art of making data feel human again.
“Email has quietly evolved into one of the most resilient channels in the digital space,” says Vinay Tamboli, CEO, DataQuark, LS Digital. “While ad-based platforms depend on probabilistic targeting, email draws its strength from first-party data—making it inherently privacy-safe and far more personal.”
For years, social media platforms and flashy ad formats dominated marketing budgets. But with rising ad costs, tightening privacy norms, and algorithm fatigue, brands are rediscovering the beauty of something simple, direct, and owned—email.
For Amit Pandey, Director of Digital Marketing and Growth, Furlenco, this shift is about building deeper, more consistent connections. “The renewed focus on email marketing comes from the need for personalized and meaningful engagement,” he explains. “Email allows us to speak directly to our customers, in our own tone, at the right moment. It’s no longer about broadcasting mass messages, but about building relationships through relevance and value.”
For a brand like Furlenco, where relationships are long-term, spanning furniture rentals and lifestyle upgrades, emails aren’t just promotional tools. They’re extensions of customer care. “Beyond renewal and payment reminders, we use it to recommend curated looks, introduce new product launches, and celebrate festivals or personal milestones,” Pandey adds. “These consistent, value-driven touchpoints help us build a sense of community and keep the relationship warm and active throughout the customer’s journey.”
Now, forget the old 'Dear Customer' newsletters. The new email landscape looks more like a casual scroll through your favourite app. Think scratch cards, spin-to-win wheels, or interactive storytelling that nudges you to click, play, and explore.
Tamboli believes that’s where the magic lies. “Gamified emails flip the script, from being something people scroll past to something they genuinely engage with,” he says. “Picture a campaign that lets users track their progress or unlock rewards as they interact. Suddenly, the inbox becomes a living, breathing extension of the brand experience,” he adds.
The data backs it up too. Deloitte’s recent CMO research, Tamboli notes, found that interactive and personalised email formats can drive “an 18% higher sales lift and up to 7% stronger revenue growth compared to traditional ad spends.” For marketers tired of chasing fleeting engagement on social media, that’s a number worth paying attention to.
At Bonjour Socks, the idea of 'fun' fits neatly into their brand DNA. “Consumers today want engagement, not just information,” says Rajkumar Jain, Managing Director, Bonjour Socks. “Interactive formats, such as quizzes, polls, or spin-to-win offers bring an element of fun while keeping the brand experience fresh.”
While reels or push notifications can vanish in seconds, email still sits patiently in your inbox waiting for attention. That alone gives it a unique edge in the attention economy.
Tamboli puts it simply: “Gamified emails deliver a sweet spot high engagement without feeling intrusive. Reels can be scrolled past in seconds, and push notifications often get dismissed. But a gamified email is an opt-in moment, where the user chooses to play, explore, and interact.”
For Furlenco, interactivity isn’t just about catching the eye, it’s about staying useful. “Interactive or gamified emails let us create micro-moments of delight,” says Pandey. “Whether it’s a quick quiz to help them find their ideal furniture setup or a festive campaign with rewards and surprises… these formats aren’t just about standing out; they’re about being useful and fun at the same time.”
But even as brands jump on the bandwagon, privacy and authenticity remain non-negotiable. “The real strength of email lies in how personal yet non-intrusive it feels,” Tamboli notes. “Brands must build gamified experiences on transparency and consent. Every touchpoint should make the user feel in control of their data.”
That balance between creativity and control is something Bonjour also prioritises. “The key challenge lies in maintaining a balance between creativity and clarity,” says Jain. “Interactive elements should enhance the user experience, not distract from the core message.”
Sure, interactive emails sound exciting but anyone who’s wrestled with a broken GIF or unclickable button on Outlook knows it’s not always smooth sailing. Compatibility, load times, and tone consistency remain big considerations.
Pandey points out that “compatibility across devices and email clients is another key consideration,” while Jain adds that “ensuring compatibility across email clients and devices is crucial.” For both, technology must serve the idea—not the other way around.
And then there’s authenticity. “The main challenge lies in ensuring that interactive or gamified experiences feel authentic to Furlenco’s brand voice,” Pandey notes. “It can’t just be a gimmick—it needs to tie back to what we stand for: convenience, lifestyle, and flexibility.”
Email isn’t just making a comeback; it’s reinventing itself as the most human digital channel there is. It’s where a brand’s tone, timing, and trust intersect. And it’s here to stay.
“We see email as a long-term engagement channel, not a passing trend,” says Pandey. “It’s no longer just about promotions, but about nurturing relationships and adding value over time.”
Jain agrees. “Email marketing is far from a passing trend, it’s evolving into a more strategic, data-driven tool for long-term engagement,” he says. “Unlike fleeting social media impressions, emails offer brands a direct line to loyal customers.”
In a world where algorithms change overnight and social feeds are overrun with ads, the inbox is turning into a surprisingly intimate space again, one where trust matters more than trends.
So yes, your inbox might be overflowing, but look again. That next message might not be spam, it might be a story, a quiz, or even a chance to win something fun. The once-forgotten email has put on its party hat and RSVP’d back into marketing’s good books.
