Myths and truths about gamification in email marketing — Stripo.email

Gamification in email marketing is not about turning your newsletter into a full-blown video game. It’s the use of specific game elements, such as scores, badges, challenges, winners, progress bars, or leaderboards, to make an email more engaging and interactive.

Why brands experiment with gamification is easy to understand:

• it draws attention in crowded inboxes;
• it encourages recipients to take action right away;
• it can motivate repeat engagement when tied to a reward or recognition system.

The potential is real. Campaigns that use the right mechanics for the right audience have reported noticeable performance lifts, and we’ll talk about those examples a little bit later.

However, despite its potential, gamification is surrounded by myths and misconceptions that can discourage brands from trying it or lead to disappointment if they dive in with the wrong expectations. This article breaks down the most common myths, explains the reality, and shows how to make gamification work for your email campaigns.

Key takeaways

• gamification uses game elements to increase engagement, not to create full-scale games in emails;
• its effectiveness depends on mechanic choice, audience match, reward clarity, etc. Performance lifts are possible, but not guaranteed, and vary by campaign type and execution;
• many myths about gamification come from misunderstanding its purpose, overcomplicating mechanics, or ignoring audience behavior.

Myths rooted in the fear of using gamification

Many teams hold back because gamification sounds risky: too playful for serious brands, too costly to build, or likely to distract from the CTA. These worries are common, but they come from a narrow view of what “games” can do in an email. Below are the most frequent blockers and how to think about them.

Myth 1: Gamification is just about “making emails fun”

Gamification in email marketing doesn’t mean turning your newsletter into a full game. Instead, it’s about adding selected game components such as points, badges, challenges, leaderboards, countdown timers, or progress bars to a non-game activity to make it more engaging and goal-driven.

These elements are designed to entertain, motivate participation, and encourage repeat interaction with your brand. People are more likely to engage with a particular activity when they are having fun, but fun is only the hook: the real goal is to drive specific actions such as clicks, conversions, data capture, or loyalty program participation.

Common game components in emails include:

• achievements: Points, badges, rewards, or unlocking gated content after goal completion;
• challenges & competition: Quizzes, boss-level tasks, or contests to keep engagement high;
• feedback & progress tracking: Showing how far a subscriber has come and what’s next;
• luck & chance: Random rewards, scratch-offs, or spin-to-win wheels to add unpredictability;
• leaderboards & rankings: Fostering a sense of competition and community;
• clear goals & progression: Structured steps that lead to a defined outcome;
• countdown timers: Adding urgency to act quickly.

When applied well, these mechanics transform an email from static content into an interactive experience that supports your marketing objectives, making “fun” a means to an end rather than the end itself.

Myth 2: Gamification is only for B2C brands

It’s easy to picture gamification in retail or eCommerce, but it can also be effectively used in B2B, SaaS, and education sectors.

Examples include:

• a quiz to help leads pick the right product tier;
• a short knowledge check after a webinar;
• a leaderboard for event attendees based on completed sessions;
• a mini-game to congratulate a client on a milestone or contract renewal;
• an interactive format to announce a new product or feature release.

For SaaS products, even including the word “gamification” in the subject line can lift open rates. Gamified holiday campaigns have also been shown to convert better than standard holiday emails.

Educational platforms can use gamified elements to make progress tracking, test results, or course completions more engaging, boosting both retention and participation.

These formats don’t have to rely on discounts or giveaways; they can deliver practical guidance, recognition, and motivation in a way that feels relevant in professional and learning contexts.

Myth 3: Gamification is expensive to implement

You don’t need a custom game engine or heavy development to add interactive elements to your emails. Many mechanics, such as quizzes, scratch-off reveals, or “pick one” choices, can be created directly inside platforms such as Stripo or built with simple HTML/CSS. These options make gamification accessible even to small teams without a large budget.

Some brands go even simpler. For certain types of games, they remove interactivity entirely. For example, they ask a question in one email and reveal the answer in the next. This keeps production costs close to zero while still creating anticipation and engagement between sends.

Myth 4: Gamification is distracting, not helpful

A poorly planned mechanic can pull focus away from your main call-to-action, but when designed with a clear path to the next step, for example, revealing a code after a quick interaction, gamification can guide the reader toward the intended goal. Keep interactions short, relevant, and consistent with the rest of the email.

Myths about how gamification works

Even when brands are open to the idea, many still misjudge how gamification actually performs in email campaigns. Some overestimate its power, others oversimplify it, and a few ignore the technical and compliance details that make or break results. Here’s a breakdown of the most common misconceptions.

Myth 1: All gamification works the same way

There’s no one-size-fits-all mechanic. A chance-based scratch-off has a completely different participation pattern compared to a skill-based quiz or a progress tracker. For example, a scratch-off may drive quick bursts of clicks and sales, while a points system can keep subscribers engaged over weeks. Choosing the right approach depends on your audience and the campaign’s goal.

Myth 2: More complex games = better results

In email, complexity often works against you. Longer or multi-step interactions create friction, and some players will drop off before finishing. In many cases, a simple tap-to-reveal or single-question poll outperforms elaborate games because it fits within the few seconds most subscribers spend in an email.

Myth 3: Once you add a game, higher engagement is guaranteed

Gamification isn’t an automatic win. Results depend on testing, audience targeting, and integrating the mechanic into your broader campaign strategy. Some campaigns show big lifts — Kärcher reported an 11% increase in open rate and a 3.7% higher click-through rate, while a scratch-off promo claimed a 151% CTR increase, but these outcomes aren’t universal.

From the recipient’s perspective, a good game typically includes:

• clear goals;
• easy-to-understand rules;
• feedback or visible progression;
• voluntary participation;
• a character or narrative element;
• discovery or randomness;
• a sense of community.

From the business perspective, success also depends on:

• the ability to measure results;
• reasonable development cost;
• independence from third-party dependencies;
• speed of implementation;
• scalability for future campaigns.

The more these traits align, the greater the chance that gamification will actually boost engagement, and the less you’ll rely on luck alone.

Myth 4: Games should always give prizes or discounts

While discounts and giveaways can motivate action, they’re not the only way to reward participation. Recognition (e.g., a leaderboard mention), exclusive content, or unlocking new features can be just as effective and sometimes more relevant for certain audiences.

Myth 5: Gamification is a one-time gimmick

When used strategically, it can be part of a long-term plan. Seasonal challenges, recurring quizzes, or loyalty point systems can keep subscribers engaged throughout the year. The novelty isn’t in playing “a game,” it’s in how you keep the experience fresh and tied to real value.

Myth 6: “You need JS”

A common concern is that email games won’t work without JavaScript, but JS is not supported in email clients. Instead, games are typically built in AMP for Email or HTML5 (hosted externally and opened from the email).

The best approach is to include both:

• AMP version for subscribers using clients that support it (Gmail, Yahoo Mail, etc.);
• HTML fallback (with simplified mechanics or static visuals) for all other recipients.

This ensures the interactive experience is available where possible, while still giving everyone a working version of the game, regardless of their email client.

Myth 7: “It always works”

Performance varies by audience, game type, and execution. The same format that works for one brand may underperform for another. The key is to track results, compare them to a control group, and refine the design or incentive based on data, not assumptions.

Myth 8: “It kills deliverability”

Gamification alone doesn’t harm inbox placement. Deliverability depends on factors such as sender reputation, proper authentication (SPF/DKIM/DMARC), clear unsubscribe options, and keeping complaint rates low. A well-built interactive email is no more risky than any other well-coded campaign.

Myth 9: “Gamification is illegal”

In the US, chance-based promotions must include “No Purchase Necessary” and an alternative method of entry. In the EU and UK, consent collected for entering a promotion cannot automatically be used for ongoing marketing; a separate opt-in is required.

What to build in 2025 (patterns and code choices)

Before diving into game types, it’s essential to think about how email clients support interactivity. Most don’t allow JavaScript, so your mechanics must use AMP for Email, HTML/CSS, or fall back cleanly. This approach now covers around 90% of recipients, about 35% using AMP (Gmail, Yahoo), and the rest using HTML/CSS clients like Apple Mail, and reserves basic static versions for the remaining 10%.

Stripo’s Interactive module generator solves this by outputting three versions automatically:

1. AMP version for compatible clients.
2. Interactive HTML/CSS fallback.
3. Text fallback for unsupported email clients.

This layered fallback ensures all subscribers get a functional experience, and prettier email builders like Stripo simplify the build process dramatically.

AMP? Keep it targeted

For email games or rich interactive content, AMP alone is not enough, and neither is HTML5/CSS3 on its own. To ensure every subscriber can interact with your content regardless of their email client, you need all three:

1. HTML5 & CSS3 version: Works for most major email clients that don’t support AMP (e.g., Apple Mail, Outlook).
2. AMP version: Enables full interactivity in clients that support it (currently Gmail, Yahoo Mail, FairEmail).
3. Fallback: A static but functional alternative (image, link to a hosted version, or simplified mechanic) for the small percentage of clients that support neither.

AMP without HTML fallback leaves most recipients with a blank space, and HTML without AMP means missing the richer experience in AMP-friendly inboxes. The winning setup is to send both versions in the same campaign, with an automatic switch based on the recipient’s client.

This approach ensures:

• maximum compatibility across devices and clients;
• no broken content for unsupported clients;
• a consistent goal and reward across all versions.

Build rules to follow regardless of pattern:

• ship a plain HTML fallback with the same CTA;
• keep interactions one or two steps max inside the email;
• place the reward or next step immediately below the interactive block;
• avoid JS; rely on CSS toggles and radio/checkbox methods.

Recommended gamification options in 2025

Instead of traditional “game types,” think of them as engagement mechanics that support different campaign goals. Based on Stripo’s classification, here are reliable options:

Practical execution checklist

1. Choose mechanics based on business goals — lead capture, data collection, awareness, or retention.
2. Use Stripo’s module generator to deploy mechanics across AMP, HTML/CSS, and fallback.
3. Ensure your ESP supports AMP sending and you’re whitelisted (Gmail, Yahoo).
4. Add a web fallback if the ESP or client doesn’t support anything. Stripo’s generator handles this smoothly.

Compliance section

Gamification in email often involves promotions, prize draws, or contests, and those bring legal requirements. Skipping them can result in fines or disputes, so cover these basics before launch.

For US campaigns:

• no purchase necessary (NPN): Participants must be able to enter without buying anything;
• alternative method of entry (AMOE): Provide a free, accessible way to participate (e.g., an online form or mail-in option);
• clear eligibility rules: Define who can enter (e.g., age, location);
• promotion dates: State the start and end times;
• odds of winning: Disclose how winners are chosen and their chances of winning;
• prize details: List the number of prizes, descriptions, and retail values.

For EU/UK campaigns:

• separate consent: If you collect personal data for a promotion, that consent can’t automatically be reused for ongoing marketing, you must get a separate opt-in for that;
• data records: Keep proof of when and how each participant gave consent;
• transparency: Tell participants how their data will be used, stored, and for how long.

Deliverability and risk controls

A gamified email won’t drive results if it never reaches the inbox. To protect sender reputation and keep deliverability stable, make sure these fundamentals are in place before launching any interactive campaign:

• authenticate your domain. Set up SPF, DKIM, and DMARC records so mailbox providers can verify that your emails are legitimate. This is now a baseline requirement for Gmail and Yahoo (Google Help, Litmus);
• enable one-click unsubscribe. Include both the visible unsubscribe link in your footer and a List-Unsubscribe header in the email code. This helps keep spam complaints low and is part of the 2024 sender requirements for Gmail and Yahoo;
• monitor complaint rates. Keep your spam complaint rate under 0.3%, and ideally under 0.1%, to avoid deliverability issues. High complaints can outweigh any engagement lift from gamification;
• test before sending. Use preview and spam-filter testing tools to check rendering, code safety, and inbox placement. If complaint rates rise after launch, reduce sending volume or pause the campaign to investigate.

Well-built interactive content doesn’t hurt email deliverability on its own, but ignoring these controls can. Treat them as a pre-launch checklist for every gamified send.

Wrapping up

Gamification in email isn’t a shortcut to guaranteed engagement. It’s a tool that works when it’s tied to clear objectives, built around audience preferences, and supported by solid technical execution.

The most successful campaigns start with a simple question: What action do we want the subscriber to take, and how can game elements make that step more appealing? From there, choosing the right mechanic, testing it, and refining based on results turns gamification into a repeatable strategy rather than a one-off experiment.

For brands still hesitating, the key is to move past the myths. Well-planned gamification doesn’t have to be expensive, overly complex, or legally risky, but it does require focus and intention. When done right, it can become a consistent part of your engagement playbook, keeping subscribers active and connected over the long term.