The Evolution of Email Marketing

Hey, it’s Brad from Brick.

In this weeks edition of the Brick by Brick Newsletter, I want to break down a tool that’s changing how brands think about email entirely - by removing friction using interactive emails.

Email is still one of the highest-leverage channels in e-commerce… That hasn’t changed.

What is changing is the range of actions customers can take once they open an email - and one of the tools enabling this shift is called Zaymo.

Here’s how to think about where it fits - and why it matters.

What If Email Didn’t Require a Click?

Most well-built email programs already succeed at getting customers to open and pay attention.

Where revenue leaks is what happens next.

Even small actions (clicking through, waiting for a page to load, navigating a product page) introduce friction that breaks momentum. The customer didn’t change their mind - the process just took too long.

Interactive emails reduce that gap.

Actions like purchasing, reordering, or editing a subscription can happen directly inside the inbox, without forcing the customer to context-switch.

💡 Why this matters:

This doesn’t require more sends, stronger discounts, or new creative concepts. It simply preserves intent that already exists.

A New Lever for Conversion and Retention

When friction drops, conversion rates rise.

Instead of:

Open → Click → Load → Browse → Decide → Checkout

The experience becomes:

Open → Act

This is especially powerful in flows where intent is already high:

• Welcome

• Abandonment

• Replenishment

• Post-purchase

• Subscription reminders

💡 Why this matters:

These lifts are incremental. You’re increasing the yield of moments that already exist inside your lifecycle.

How Better Subscription UX Protects LTV

Subscription churn is rarely about dissatisfaction.

More often, it’s about friction and lack of control.

Subscribers don’t always want to cancel - they want flexibility.

Interactive emails allow subscribers to manage their relationship directly from their inbox:

• Skip or delay shipments

• Change delivery dates

• Add one-time items

• Reactivate paused subscriptions

No portals. No logins. No support tickets.

💡 Why this matters:

When customers feel in control, they stay longer. And when they can solve problems themselves, support costs drop while satisfaction rises.

When Feedback Feels Effortless, Customers Respond

Customers are generally willing to share feedback, but every redirect, form, or login introduces just enough resistance to stop them from taking action entirely. Interactive emails remove that friction.

The same dynamic applies to surveys and quizzes. When a customer can answer a question instantly (without leaving the email) completion rates increase meaningfully.

This unlocks more than just social proof:

• Reviews that lift on-site conversion and fuel ad and email creative

• Real zero-party data that improves segmentation and personalization

• Smarter flow branching based on stated needs, not guesswork

• Faster insight into what customers actually want, value, or struggle with

💡 Why this matters:

Instead of guessing intent from clicks and purchases alone, you create a direct feedback loop inside a channel you already own - turning email into both a revenue and intelligence engine without increasing send volume.

How We Help Brands Roll This Out Correctly

Interactive email isn’t a replacement for traditional lifecycle marketing.

It’s an evolution of it.

The brands getting ahead are using it selectively:

• In high-intent moments

• Where friction costs money

• Where customer experience drives retention

Over time, inboxes will become more action-oriented.

The question isn’t if this becomes standard. It’s when.

🚀 If you want to explore this for your brand:

Book a free Brick-by-Brick Audit and we’ll:

• Identify the highest-impact use cases

• Implement it cleanly inside Klaviyo

• Test it as an additive revenue and CX lever

No disruption. No overengineering. Just smarter systems.

Just hit reply with “AUDIT” and we’ll take it from there.

Back next week,

Brad
Head of Email.