What interactive ads are
Ads readers can use inside the email, such as polls, quizzes, sign-ups and carousels, with a static version for mail apps that can't run them.
Updated 2026-11-02
An interactive ad runs inside the email. A reader can vote, answer, swipe, reveal a code or sign up without leaving their inbox. These ads are built with AMP for Email.
Where they run
| Reader's mail app | What the reader sees |
|---|---|
| Gmail, Yahoo Mail, AOL | The interactive ad |
| Apple Mail, Outlook, forwarded copies, emails older than 30 days | A static version in the same place |
Gmail and Yahoo show the interactive version only for sending addresses they have approved. Until then, readers see the static version. See what readers see in each case.
Formats
| Format | What the reader does | What you get back |
|---|---|---|
| Interactive native | Reads your message in the newsletter's own style | Impressions, clicks, CTR |
| Image card | Sees your image and taps through | Impressions, clicks, CTR |
| Carousel | Swipes through 2 to 8 slides, each with its own link | Slide-depth funnel, clicks per slide |
| Poll | Votes with one tap | Answer distribution, by newsletter |
| Quiz | Answers and gets an instant explanation | Answers, % correct |
| Explainer | Opens the questions they care about | Opens per question |
| Calculator | Types numbers and sees their result | Uses, clicks |
| Lead form | Leaves their details, with consent | Leads with a consent record |
| One-tap subscribe | Subscribes, then confirms by email | Subscribers (double opt-in) |
| RSVP | Chooses a time and gets a calendar file | Registrations per time slot |
| Offer reveal | Reveals a code and shops with it | Reveals, codes issued, clicks |
A poll shows readers the results only once 20 readers have voted.
What it costs
Interactive ads are bought per thousand impressions (CPM). Votes, answers, clicks and leads are reported as results and are never charged.
What's not allowed
- Political and issue ads can't run as interactive ads.
- No contests, sweepstakes, prize draws or games of chance.
- Advertisers can't supply their own code. Every ad is built from a MailAdx format.
The full rules are in the Advertising Policy.
Where to go next
For advertisers and agencies
Start with building an interactive ad, then run it on a line item.
For publishers
Start with setting up interactive ads on your newsletter. You can also build one for your own direct-sold campaign.
Related
Still stuck? support@mailadx.com