Email looks old compared to social media, messengers, or AI tools, but it still drives a large share of online sales, especially for e-commerce and subscription products. Shoppable, interactive email takes this familiar channel and turns the inbox into a place where subscribers can choose products, send forms, and even move toward checkout without leaving their email client.
We will look at how shoppable email works, which tech stack sits behind it, and how Stripo and Netcore approach this format.
Key takeaways
- Shoppable email lets recipients act inside the inbox, not just click to a website, which shortens the path from impression to purchase.
- The core technologies behind it include AMP for Email, RCS for mobile messaging, and CSS or kinetic HTML for fallback in clients without AMP.
- Brands that test interactive emails see higher click and form completion rates, along with cleaner zero-party data from in-email quizzes, surveys, and product finders.
- Teams must plan for real limits and risks: client support, code quality, deliverability rules, legal restrictions, and tracking of in-email events.
- Typical use cases include add-to-cart flows, product pickers, games that reveal rewards, NPS blocks, and live order tracking, and you can start small with one pilot flow then turn the best elements into reusable modules and scale them across your email program.
What is shoppable/interactive email?
Definition and evolution
A shoppable email is an email where the recipient can complete small product- or task-related actions inside the inbox. Instead of the usual path that goes from email to a website and then to a product page or checkout, the subscriber can browse items, choose options, fill out forms, or move an item toward the cart without opening a separate page or app.
The format relies on interactive elements that respond to taps or clicks. These can include simple selectors, product carousels, quizzes, multi-step forms, small games that reveal rewards, and rating blocks. Each element works directly inside the email client and helps the subscriber progress with fewer steps.
Underlying technologies
AMP for Email is the main engine behind full interactivity. It allows the email to fetch and send data in real time, so the content changes when the subscriber interacts with it.
With AMP, brands can include features such as:
- in-email forms that submit data;
- add-to-cart buttons;
- product carousels that update on the spot;
- blocks that refresh based on stock or price.
Not every email client supports AMP, so shoppable emails need a fallback. This fallback relies on CSS or kinetic HTML, which offers limited but still useful interaction for clients like Apple Mail. These versions can’t send data, but they can show tabs, simple carousels, or card flips that guide the subscriber.
Mobile teams can apply the same idea in RCS messaging. RCS lets recipients choose products, open menus, and follow structured steps inside a message thread. It mirrors the logic of shoppable email and works well alongside email in cross-channel programs.
Why now, and what has changed?
Email keeps its place as a revenue driver although people predict its decline every year. Brands rely on it for repeat sales and direct communication, which makes improvements to the channel valuable.
Teams also feel pressure to shorten the path to purchase. Each extra page load causes drop-offs, so moving small actions into the inbox becomes a practical way to protect conversions. Direct interaction also helps collect clean, voluntary data from subscribers, which supports more accurate segmentation.
Adoption of AMP and advanced CSS formats is still limited, especially in North America. This gives early adopters more space to stand out, since most inboxes still contain static layouts with basic product grids. Even one interactive element can separate the message from everything else in a crowded promotions tab.
Why shoppable and interactive email drives results
Reducing friction in the funnel
Shoppable email works because it removes steps. A subscriber can look through items, answer a short question, or move an item toward the cart without waiting for a page to load. Each skipped click reduces the chance of losing them on the way to checkout.
Short attention spans add extra pressure. People switch tasks quickly, so any delay caused by opening a browser tab or loading a product page increases drop-offs. Keeping the action inside the inbox helps avoid this problem.
There are already measurable results. Tests with interactive AMP emails show a jump from a 0.4% submission rate to 3.7%, which is a clear sign that removing steps supports higher response rates. Other experiments that used product pickers or in-email forms reported up to 300% more clicks and a 40% improvement in conversions compared to similar static layouts.
Zero-party data collection and personalization
Zero-party data is information that customers share on purpose. It includes clothing sizes, style preferences, activity level, favorite categories, or purchase intentions. These details help brands send messages that match the subscriber’s needs.
Interactive blocks inside an email make it easier to collect this data. A short form, a simple quiz, or an NPS question can sit directly in the message, so the subscriber can respond quickly. There’s no need to open a separate survey page or wait for anything to load.
A preference quiz is a good example. When subscribers show their interests inside the email, the brand can show more relevant products in future newsletters. This usually leads to better clicks, higher conversion rates, and fewer unsubscribes because the content feels more accurate.
Real-time content and dynamic behavior
Some shoppable emails can show live data. With AMP, the email can request fresh information from the server every time the subscriber opens it. This allows the message to show current stock, updated delivery status, or new recommendations based on the latest activity.
Examples include:
- live order tracking that updates when the parcel moves;
- in-stock or out-of-stock signals for changing inventory;
- product suggestions that refresh automatically.
These elements make the email feel more relevant at the moment it’s opened, not only at the moment it’s sent.
Differentiation and inbox engagement
Very few senders use full interactivity, so even one interactive block can make a message stand out in a crowded inbox. Most promotional emails still rely on static product grids, which look similar across brands. A small interactive action draws attention and can lead to higher engagement.
Better engagement also helps overall inbox placement. Email platforms look at interaction signals such as clicks and time spent in the message. Stronger engagement can support better placement over time.
Retail conversion rates sit near 3% on average. This means that even a small increase driven by interactivity can bring visible revenue gains, especially for brands with large mailing lists or high purchase frequency.
What you need to know before building shoppable email
Technical requirements and support
A shoppable email must include two versions of the same message. The first one uses AMP HTML, which allows full interaction. The second uses standard HTML that works everywhere. Email clients choose the version they support, so both variants must be included in a send.
Clients that currently support AMP include Gmail and Yahoo. Apple Mail and Outlook do not support AMP, which is why the fallback is necessary.
A sender also needs correct domain authentication. SPF, DKIM, and DMARC must be in place and pass consistently. These checks are required for AMP to load, and they keep the message trusted by the inbox provider.
A fallback version has to be present. It usually relies on HTML and CSS, and it can include simple elements such as tabs or card flips. If full interactivity is not possible, the message should guide the subscriber to a landing page that contains the full flow.
Deliverability and reputation
Many teams worry that AMP can harm deliverability. When set up correctly, AMP doesn’t reduce inbox placement. In fact, inbox providers treat correct authentication as a positive signal. AMP will load only when the sender passes all required checks, so it works as a quality filter.
Problems appear only when the setup is incomplete. Broken code, a missing authentication, or unusually heavy messages can reduce inbox placement regardless of AMP. The same risk exists with any advanced HTML email, so testing is important before sending to the full list.
Fallback strategy and segmenting
Not every subscriber has an email client that supports AMP. This makes the fallback a required part of the setup, not a nice-to-have element.
Teams usually pick one of two approaches:
- static fallback with a clear path to a landing page where the full interactive flow is available;
- a lighter version of interactivity that relies on HTML and CSS for clients such as Apple Mail.
It often helps to segment by client type. Subscribers who open emails in Gmail or Yahoo can receive the full AMP version. Others receive the fallback version. This protects the experience and reduces confusion.
Resources, modules, and scaling
Stripo provides a library of ready modules that include quizzes, scratch cards, puzzles, surveys, NPS blocks, and other in-email actions. These modules already contain AMP and fallback code, which saves development time.
Modular assets help teams grow their program without writing new code for every campaign. You can insert the module into the template, edit the content, and export it to Netcore or any other ESP. The layout stays consistent because the structure of each module follows the same pattern.
Limits and things to watch for
Teams that build interactive emails from scratch need time and coding skills. AMP rules are strict, and the fallback code must have the same layout. This can take longer than building a standard email.
Tracking is another point to consider. Some interactions happen inside the inbox, so they have to be sent back to your ESP or analytics tool through server endpoints.
There are also legal and cultural risks. Sensitive data shouldn’t be collected in-email in regions where privacy laws forbid it. And some creative ideas may not work in every country, especially when they rely on humor or cultural references.
Platform support also varies. Some ESPs say that they can send AMP, but the result sometimes breaks on the way to the subscriber. Testing on multiple clients is required, especially for Outlook, older mobile devices, and corporate environments.
When not to use shoppable email
Interactive email is not always the right choice. It may not fit when:
- the goal is a simple notification with no action needed;
- the legal or technical environment limits in-email data entry;
- most of the audience uses clients that do not support the interactive version.
A short checklist can help you decide:
- Does this campaign benefit from having fewer steps?
- Can we measure the impact?
- Do we have the resources to build and test it?
- Are there legal or brand risks?
How to get started: A simple roadmap
Audit your current email program
Begin by reviewing the journeys that already drive revenue or engagement. Look for places where subscribers must click through several steps to complete a task. Cart recovery, browse abandonment, onboarding flows, preference collection, and loyalty re-engagement are common points where a shorter path can make a clear impact.
Check your tech stack
Before building anything, confirm that your platform can support interactive email.
Check the following:
- your ESP must support AMP sending;
- you need API endpoints that can handle requests for dynamic content;
- SPF, DKIM, and DMARC must be configured correctly and pass on every send.
If any of these elements are missing, fix them before moving forward.
Choose a pilot use case
Start with a scenario that’s easy to measure and safe to test. Good examples include a short preference quiz, a small product finder, an abandoned cart reminder with in-email actions, or a basic game that reveals a discount.
A narrow test helps you understand how your audience reacts and how your ESP handles AMP.
Build the module and fallback
Use existing modules from Stripo or Netcore whenever you can. They already contain AMP and fallback code, so you only need to adjust the content. After adding the module to your template, prepare a fallback version for clients that do not support AMP.
Run tests in the main email clients. Gmail, Apple Mail, Outlook, and common mobile apps should be part of this check.
Measure results
After sending the pilot, track both engagement and revenue metrics. Useful indicators include submissions, clicks, conversions, revenue per email, data collected through forms, and deliverability signals. If possible, compare the campaign with a static control version to see the difference more clearly.
Scale and standardize
Once you know what works, turn the successful blocks into reusable modules. Add the steps to your internal workflow so the team can build similar messages without repeating the entire setup every time.
Train the team to treat interactive elements as a regular tool instead of an occasional experiment. This will help your program grow in a consistent and predictable way.
Outlook and future considerations
AI tools and shopping bots will rely on clean product data and clear offer structures. Interactive email can support this because in-email actions create signals about interests, preferred items, and purchase intent. These signals will help future AI systems read your catalog and match it with subscriber behavior.
Support for AMP-style features is slowly growing. More platforms are testing interactive blocks, and more teams are exploring dynamic layouts. If adoption continues, interactive elements may shift from experimental to common practice.
Interactive logic also moves across channels. Email can work with SMS or RCS, and app push. A product picker that starts in email can continue as a guided flow inside a message thread. A loyalty action can start in an app notification and finish in a newsletter. This makes the experience feel connected, regardless of the channel.
There are also things to monitor. New email standards, privacy rules, and client updates can change which data you can collect and what actions are allowed inside the inbox. Keeping an eye on these updates will help you plan future campaigns with fewer surprises.
Wrapping up
Shoppable email changes the inbox from a static layout into a space where subscribers can act. A few well-placed interactive blocks can shorten the path to purchase and improve the quality of the data you collect.
The main goals are simple. Remove friction, collect accurate signals, and keep subscribers focused on one clear action. Don’t add interactivity for the sake of novelty. Add it where it solves a real problem.
If you want to test this format, start small. Try one interactive email in your next campaign and compare the results with those from a standard version.
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