Please interact with me

Most promotional or marketing emails bore me. Maybe it's just me. Mabe it's because all it takes is a click to get it out of my face. Or because I'm old-fashioned and want something physical in my hands.

Think about this word: interaction. How often do you get emails that really connect to you? That stimulate you? For me, the answer is 'rarely'. Even the well-designed fundraising appeals with really emotional graphics and killer copy usually don't do it for me. That same appeal in snail mail form might work. But in email, it loses its edge.

So here's a breath of fresh air for you marketers out there. I got this email from MASA the other day, and quite frankly, I really like it. If you haven't heard of them, MASA is known as "The Gateway to Long Term Israel Programs," as they call themselves.

The email starts with their logo and catch phrase at the top. Clear and catchy. Then it asks us a question: "In this new year, what are you hoping for? A Challenge? Adventure? Romance?" Great so far. They've captured my interest. I want to know more.

But it gets better. Now they offer me a chance to interact with them: "Take the Rosh Hashana Quiz below to find your perfect match!" Amazing. I can interact with the email itself without having to click on a link first! It's only after I've already done this that I need to click on a link. It also doesn't hurt that the content of the quiz is witty and original. And then they follow it all up by capturing my contact information, and again, all in the original email.

I'm loving it. PLUS, there is the prominent Happy New Years wish (with cool logo), the succint 3 sentence description of who MASA is, 'send the quiz to a friend' button, 'connect on facebook' icon, and 'follow us on twitter' link. Talk about interaction!

Thank you MASA for renewing my faith in the potential of email marketing. Everybody else, take notes.