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Conversion, Engagement   –   Run

Interactive inmail shop

Paul Ullrich AG

The interactive inmail shop has fundamentally changed the way we shop online – namely directly in the mail. Discover how mailix, together with the wine and spirits retailer, has implemented this innovative solution that perfectly complements e-commerce for impulse purchases.


mailix was faced with the challenge of creating a seamless and efficient shopping experience for The aim was to simplify and optimise the online shopping process by integrating an interactive inmail shop directly into the email.


The biggest challenge was overcoming the media gap between the email campaign and the online shop. Customers normally switch from the email to the web shop, which often causes a loss of interest or purchase cancellations. It was also important to find a solution that could be seamlessly integrated into Ullrich’s existing email infrastructure without compromising the user experience.


mailix developed an interactive inmail shop that makes it possible to add products to the shopping basket directly from the e-mail. This runs in parallel in the email and creates the invoice total. This approach simplifies the purchasing process considerably, as there is no need to switch to the web shop and direct interaction within the email environment is possible. The design of the interactive inmail shop was created to be both visually appealing and functional, with particular emphasis placed on user-friendliness and intuitive navigation. This shop variant is particularly suitable for impulse purchases such as sales, recurring special offers and the sale of products with limited availability. If the number of products exceeds a clear display, an additional filter must be created to limit the display of products to a clear minimum.

KPIs / Benefits

  • Increased conversion rate
  • Reduced abandonment rates during the purchase process
  • Improved customer retention
  • Increased email marketing efficiency
  • Seamless integration with existing systems
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