Best Practices for Designing Engaging Interactive Emails

When it comes to email marketing, we all want our messages to stand out and capture the attention of our audience. But how do we create emails that not only engage our subscribers but also leave a lasting impression?

The answer lies in designing interactive emails. By incorporating interactive elements into your email campaigns, you can transform static, one-way communication into a dynamic and engaging experience. But what are the best practices for designing these interactive emails that captivate and convert?

In this article, we will explore the key principles and strategies for designing interactive emails that leave a lasting impact. From understanding the shift towards interactive emails to decoding the anatomy of engaging email designs, we will provide you with practical insights and actionable tips to elevate your email marketing game. So, are you ready to take your email campaigns to the next level?

Table of Contents

Key Takeaways:

Interactive emails create a dynamic and engaging experience for subscribers.
Designing interactive emails requires following best practices and understanding user expectations.
Incorporating real-time content and personalized experiences can amplify engagement.
Key interactive elements like carousels, forms, and polls can enhance email campaigns.
Ensuring compatibility and optimal user experience across platforms is crucial for success.

Embracing the Interactive Email Evolution

As digital communication continues to evolve, so too does the world of email marketing. Gone are the days of static, text-heavy emails that fail to capture the attention of recipients. In their place, we find the rise of interactive emails – a dynamic and engaging form of communication that is revolutionizing the way brands connect with their audience.

With the interactive email evolution, email marketing has taken a giant leap forward. Marketers are no longer limited to simple text or static images; they can now incorporate interactive elements such as videos, quizzes, polls, and more directly into their emails. This not only enhances the user experience but also opens up new opportunities for engagement and conversion.

Interactive emails have become a popular trend in email marketing due to their ability to captivate recipients and drive higher levels of engagement. By incorporating interactive elements, brands can create a more personalized and interactive experience for their audience, resulting in higher click-through rates, extended email reading times, and ultimately, increased conversions.

One of the key reasons behind the shift towards interactive emails is the desire to provide a more interactive and immersive experience for recipients. In a world where attention spans are shrinking and competition for inbox space is fierce, brands need to find innovative ways to stand out and capture the attention of their audience. Interactive emails provide the perfect solution by offering a visually appealing and engaging experience that encourages recipients to interact, explore, and take action.

Beyond the visual appeal, interactive emails also offer valuable insights and data for marketers. By tracking user interactions and engagement metrics, brands can gain a deeper understanding of their audience’s preferences, behaviors, and interests. This data can then be used to refine and optimize future email campaigns, ensuring that each communication resonates with recipients on a personal level.

In summary, embracing the interactive email evolution is an essential step for any brand looking to stay relevant and effective in their email marketing efforts. By incorporating interactive elements into their emails, brands can create engaging experiences that captivate their audience, drive higher levels of engagement, and ultimately, achieve their marketing goals.

What’s Driving the Shift Towards Interactive Emails

In order to understand the growing popularity of interactive emails, it is important to explore the factors that are driving this shift. In this section, we will dive deeper into the interactive email landscape, discuss user expectations, and highlight the importance of engagement metrics when it comes to designing interactive emails.

The Interactive Email Landscape

The interactive email landscape has evolved significantly in recent years. Marketers are realizing the power of interactive elements to grab the attention of their subscribers and create more engaging email experiences. From interactive images and GIFs to interactive menus and quizzes, there are a wide variety of options available to enhance the interactivity of emails.

By incorporating interactive elements into their email campaigns, marketers can captivate their audience and stand out in the crowded inbox. Interactive emails not only provide a more engaging user experience but also offer opportunities for increased conversions and higher click-through rates. This shift towards interactive emails is driven by the desire to create memorable and interactive brand experiences that resonate with users.

User Expectations and Engagement Metrics

Another driving force behind the shift towards interactive emails is user expectations. In today’s digital age, consumers are accustomed to interactive and personalized experiences across various digital channels. Emails that are static and lack interactivity often fail to meet these expectations, resulting in decreased engagement and lower conversion rates.

Users now expect emails to provide a seamless and interactive experience that is tailored to their preferences. They want to actively engage with the content, rather than passively consume it. By meeting these expectations through interactive emails, marketers can build stronger connections with their audience and drive better results.

To ensure the success of interactive email campaigns, it is essential to track and measure engagement metrics. Engagement metrics provide valuable insights into how users interact with the email content and can help optimize future campaigns. Metrics such as click-through rates, time spent on email, and conversion rates can indicate the effectiveness of interactive elements and guide improvements in email design.

Engagement Metrics	Description
Click-through rate (CTR)	Measures the percentage of email recipients who click on a link or call to action in the email.
Time spent on email	Tracks the average duration users spend engaging with the email content.
Conversion rate	Calculates the percentage of email recipients who complete a desired action, such as making a purchase or filling out a form.

By analyzing these engagement metrics, marketers can gain valuable insights into user behavior and preferences, allowing them to create more personalized and effective interactive email campaigns.

Decoding the Anatomy of Interactive Emails

The anatomy of interactive emails plays a crucial role in captivating your audience and driving engagement. A well-structured email with carefully designed interactive elements can make your message stand out and leave a lasting impression. In this section, we will explore the key components that contribute to the anatomy of interactive emails and provide examples and tips for creating an engaging email structure.

The Importance of Email Structure

The structure of an email determines how it flows and guides the reader’s attention. A well-organized email ensures that the interactive elements are strategically placed, enhancing the overall user experience. When designing the structure of your interactive email, consider the following factors:

Hierarchy: Arrange your content in a logical order, starting with a captivating introduction and gradually leading to the main message. This helps readers navigate the email effortlessly and understand the purpose behind the interactive elements.
Whitespace: Leave sufficient whitespace around interactive elements to make them visually distinct and easy to interact with. This creates a clean and uncluttered layout, improving legibility and usability.
Progression: Guide the reader’s journey through the email by strategically placing interactive elements that prompt them to take action. Gradually reveal information or provide interactive surprises to maintain their interest.

Designing Interactive Elements

The design of interactive elements within your email is crucial for attracting and engaging your audience. Consider the following tips to design interactive elements that enhance the overall email experience:

Clarity: Make sure that your interactive elements are clear and intuitive. Use easily recognizable icons, buttons, or images to indicate their interactive nature so that readers can easily understand how to interact with them.
Visual Appeal: Use eye-catching visuals, such as images or GIFs, to make your interactive elements visually appealing. This entices readers to explore and interact with your email, increasing engagement.
Consistency: Maintain consistency in design and style throughout your interactive email to create a cohesive experience. Ensure that interactive elements align with your brand’s visual identity and tone of voice.

Interactive Element	Description
Clickable Images	Include interactive images that readers can click on to reveal additional content or enlarge the image for a closer look.
Accordion Menus	Use accordion menus to hide and reveal additional information, creating a compact and interactive way to present content.
Sliders	Utilize sliders to showcase multiple products or images within a single interactive element, allowing readers to slide through the content.
Interactive Forms	Incorporate interactive forms to collect feedback, surveys, or opt-ins directly within the email, streamlining the user experience.

By understanding the anatomy of interactive emails and designing them thoughtfully, you can create compelling email experiences that captivate your audience and drive higher engagement. In the next section, we will explore how real-time content can further enhance your interactive email campaigns.

Amplifying Engagement with Real-Time Content

AMP for Emails and Its Advantages

In the world of email marketing, real-time content has revolutionized the way brands connect with their audience. By delivering dynamic and interactive experiences, real-time content has the power to engage, captivate, and convert. One of the emerging technologies that enable this level of engagement is AMP for Emails.

AMP for Emails, or Accelerated Mobile Pages for Emails, is an open-source framework that allows marketers to create interactive and dynamic emails. By incorporating AMP into emails, brands can provide recipients with interactive elements such as carousels, videos, and forms, transforming static emails into personalized, engaging experiences.

What sets AMP for Emails apart is its ability to bring real-time information to the email inbox. With AMP-powered emails, brands can deliver up-to-date content that automatically updates, ensuring that recipients always receive the most relevant information. Whether it’s the latest news, real-time offers, or live event updates, AMP for Emails enables brands to deliver personalized experiences in real-time.

Using Real-Time Data to Captivate Audiences

Real-time data is a valuable resource that marketers can leverage to captivate their audiences and deliver personalized experiences. By analyzing real-time data, brands can gain insights into consumer behavior and preferences, allowing them to tailor their email content to individual recipients.

By segmenting your audience based on real-time data, you can create email campaigns that resonate with each recipient, increasing the chances of conversion and engagement.

For example, an online retailer can use real-time data to send personalized emails showcasing products that the recipient has recently viewed or added to their cart. By delivering relevant content at the right time, brands can capture the attention and interest of their audience, driving higher engagement and conversion rates.

Incorporating real-time data into interactive emails not only enhances the relevance and effectiveness of the content but also creates a sense of urgency. By highlighting limited-time offers or real-time stock availability, brands can instill a fear of missing out (FOMO) in their audience, motivating them to take immediate action.

In conclusion, real-time content and the use of AMP for Emails provide marketers with an opportunity to amplify engagement, deliver personalized experiences, and capture the attention of their audience. By leveraging real-time data and implementing interactive elements, brands can create dynamic and compelling emails that stand out in crowded inboxes. As the email marketing landscape continues to evolve, embracing real-time content is essential for brands looking to stay ahead and connect with their audience on a deeper level.

Designing Interactive Emails That Mesmerize and Convert

In the world of email marketing, captivating design is key. To truly engage your audience and drive conversions, your interactive emails need to be visually appealing and mesmerizing. In this section, we will provide you with tips and best practices for designing interactive emails that will captivate your subscribers and optimize conversion rates.

When it comes to interactive email design, creativity is your best friend. Think outside the box and experiment with different elements to create an immersive and interactive experience for your subscribers. Here are some design tips to help you get started:

Keep it simple: While it’s important to be creative, don’t overwhelm your audience with too many interactive elements. Keep your design clean and organized, focusing on one or two key interactions that will make a big impact.
Use eye-catching visuals: Incorporate high-quality images and graphics that grab attention. Visual elements not only enhance the overall look of your email but also serve as powerful triggers for engagement.
Create clear and compelling call-to-actions: Make it easy for your subscribers to take action by using visually appealing buttons or interactive elements that clearly communicate what they should do next.
Optimize for mobile: With the majority of email opens happening on mobile devices, it’s crucial to ensure that your interactive emails are mobile-friendly. Test your design across different devices and screen sizes to deliver a seamless experience.
Use animations and GIFs: Incorporate subtle animations or GIFs to add a touch of interactivity and delight to your emails. These dynamic elements can capture attention and make your emails stand out in a crowded inbox.

Remember, the goal of your interactive email design is not just to create a visually appealing email, but to optimize conversion rates. Keep your design consistent with your brand identity and messaging, and strategically place interactive elements to guide your subscribers towards the desired action.

By following these design best practices, you can create interactive emails that mesmerize your audience and drive conversions. Experiment and test different designs to find what resonates with your subscribers, and continuously optimize your interactive email campaigns for maximum results.

Key Interactive Elements to Enhance Email Campaigns

When it comes to email campaigns, incorporating interactive elements can significantly enhance the engagement and effectiveness of your messages. By utilizing interactive elements like carousels, sliders, accordions, forms, polls, and surveys, you can create more compelling and interactive experiences for your subscribers.

Carousels, sliders, and accordions are dynamic elements that allow you to showcase multiple images, offers, or messages within a single email. These elements are especially effective when highlighting product collections or featuring different promotions. By leveraging carousels, sliders, and accordions, you can provide a visually appealing and interactive experience that encourages users to explore further.

Forms, polls, and surveys are valuable interactive elements that enable you to collect valuable insights and feedback from your subscribers. You can include feedback forms to gather reviews or suggestions, embed polls to gather opinions or preferences, and create surveys to gather more in-depth information. These elements not only engage your audience but also provide you with valuable data to improve your products, services, or marketing strategies.

When incorporating interactive elements into your email campaigns, it’s essential to follow best practices to ensure optimal performance and user experience. Here are a few tips to consider:

Keep the design of interactive elements simple and intuitive for easy interaction.
Ensure that interactive elements are mobile-friendly and responsive for seamless engagement across devices.
Place interactive elements strategically within your email to attract attention and encourage interaction.
Provide clear instructions and calls-to-action to guide users on how to interact with the elements.
Test your interactive elements thoroughly across various email clients and devices to ensure compatibility.

By incorporating carousels, sliders, accordions, forms, polls, and surveys into your email campaigns, you can create more engaging and personalized experiences for your subscribers. These interactive elements not only increase user engagement but also provide valuable data and insights to further optimize your marketing strategies and drive better results.

Ensuring Compatibility and Optimal User Experience Across Platforms

When designing interactive emails, it is crucial to consider the compatibility and optimal user experience across various email clients. Different email clients have their own limitations and rendering capabilities, which can impact how your emails are displayed to recipients. To ensure that your interactive emails are accessible to all users and deliver the intended experience, it’s important to navigate these limitations strategically.

Navigating Email Client Limitations

Email client limitations can vary widely, ranging from partial support for interactive elements to differences in how CSS is rendered. To overcome these limitations, here are some strategies to consider:

Test, test, test: Before sending out your interactive emails, extensively test them across different email clients to identify any rendering issues. This will help you identify areas that need optimization and ensure a consistent experience across platforms.
Fallbacks: Implement fallback options for interactive elements that may not be supported by certain email clients. For example, if a recipient’s email client does not support carousels, provide an alternative design that still conveys the intended message.
Progressive enhancement: Employ progressive enhancement techniques by designing your emails with a solid baseline experience that works across all email clients. Then add interactive elements on top of that baseline, enhancing the experience for clients that support them.

Creating Accessible and Inclusive Email Designs

Accessibility is a crucial aspect of email design, ensuring that all users, including those with disabilities, can engage with your emails effectively. Here are some considerations for creating accessible and inclusive email designs:

Alt text: Use descriptive alt text for images to provide context to visually impaired users who rely on screen readers.
Color contrast: Ensure that text and background colors have sufficient contrast to aid visibility for users with visual impairments.
Clear and concise content: Keep your content concise and well-structured, using headers, paragraphs, and bullet points to make it easy for users to navigate and understand.
Keyboard accessibility: Design your interactive elements with keyboard accessibility in mind, allowing users to navigate and interact with the email using only the keyboard.
Responsive design: Optimize your email design for different screen sizes and devices to provide a seamless experience for users accessing emails from various devices.

By addressing email client limitations and creating accessible designs, you can ensure that your interactive emails reach a wider audience and deliver an optimal user experience. Keep in mind that continuously testing and optimizing your designs based on user feedback and engagement metrics is crucial for achieving the desired results.

Crafting a Content Strategy for Interactive Emails

Integrating Brand Storytelling with Interactivity

In order to design truly engaging interactive emails, it is essential to develop a comprehensive content strategy. One effective approach is to integrate brand storytelling with interactivity, allowing you to create memorable and immersive experiences for your recipients. By combining interactive elements with compelling narratives, you can captivate your audience and strengthen their emotional connection with your brand.

Brand storytelling involves crafting narratives that resonate with your target audience, conveying your brand’s values, mission, and unique selling propositions. By weaving these stories into your interactive emails, you can deliver a more meaningful and authentic experience to your recipients. Whether it’s through an interactive video, a gamified survey, or a choose-your-own-adventure-style email, you have the opportunity to engage your audience on a deeper level and leave a lasting impression.

When integrating brand storytelling with interactivity, consider the following:

Establish a clear and compelling narrative that aligns with your brand identity and resonates with your target audience.
Use interactive elements strategically to support and enhance the storytelling experience.
Create a cohesive and seamless flow between the interactive elements and the narrative, ensuring a smooth transition and a unified message.
Personalize the interactive content based on recipient data and preferences to deliver a tailored and relevant experience.

Leveraging Analytics for Personalized Experiences

In order to optimize the performance of your interactive emails, it is crucial to leverage analytics and gather actionable insights. By analyzing the data collected from recipient interactions, you can gain valuable information about their preferences, behaviors, and engagement levels. This data can then be used to create personalized experiences that resonate with each individual recipient.

Analytics can provide you with valuable insights, such as:

Open and click-through rates: Measure the effectiveness of your interactive emails and identify areas for improvement.
Engagement metrics: Understand how recipients are interacting with the interactive elements within your emails and optimize their performance accordingly.
Conversion data: Track the performance of your interactive emails in driving desired actions, such as purchases, sign-ups, or downloads.

By leveraging this data, you can segment your audience and tailor your interactive email campaigns to specific groups, delivering personalized experiences that are more likely to resonate and drive desired outcomes. Whether it’s dynamically updating content based on recipient preferences or triggering personalized interactive sequences based on previous interactions, the possibilities are vast.

Remember, analyzing and leveraging analytics is an ongoing process. Continuously monitor the performance of your interactive email campaigns, test different strategies, and refine your content based on the insights you gather. This iterative approach will enable you to enhance the effectiveness and impact of your interactive email marketing efforts over time.

Navigating the Dos and Don’ts of Interactive Email Design

When designing interactive emails, it’s crucial to follow best practices and avoid common mistakes that can hinder engagement and conversion rates. To ensure that your interactive email design meets the mark, here are some dos and don’ts to keep in mind:

The Dos of Interactive Email Design:

Do prioritize user experience: Make sure your interactive elements are intuitive and easy to navigate, enhancing the overall email experience.
Do test your emails across different devices and email clients: Ensure compatibility and optimal display across various platforms to reach a wider audience.
Do incorporate interactive elements that align with your brand and message: Choose elements that enhance your email’s purpose and effectively convey your message.
Do personalize the content based on user data: Utilize data-driven personalization strategies to tailor the email content and provide a more relevant experience.
Do optimize your emails for mobile devices: Design emails that are mobile-friendly, with interactive elements that work seamlessly on smaller screens.
Do track and analyze engagement metrics: Monitor the performance of your interactive emails to gain insights and refine your email marketing strategies.

The Don’ts of Interactive Email Design:

Don’t overload your emails with too many interactive elements: Select the most impactful elements to avoid overwhelming the recipient and diluting your message.
Don’t use interactive elements that may distract from the main call-to-action: Ensure that your interactive elements support your primary goal and don’t divert attention away from it.
Don’t ignore accessibility guidelines: Design your interactive emails with accessibility in mind, ensuring that everyone can engage with your content.
Don’t forget to optimize loading times: Optimize file sizes and loading speeds to prevent users from losing interest or abandoning the email due to slow loading times.
Don’t sacrifice email deliverability for interactive design: Keep in mind that some email clients may not support certain interactive elements, so design with compatibility in mind.

By following these dos and don’ts of interactive email design, you’ll be able to create engaging and effective email campaigns that captivate your audience and drive the desired actions.

Measuring Success: Metrics and Analytics for Interactive Emails

In order to evaluate the effectiveness of interactive emails and optimize future email campaigns, it is essential to track and analyze relevant success metrics. By utilizing analytics and deriving insights from user interactions, you can gain a deeper understanding of how your audience engages with your emails and make data-driven decisions to improve engagement and conversions.

Trackable Engagement Indicators

When it comes to measuring the success of interactive emails, there are several key engagement indicators that you should track:

Click-through Rate (CTR): Monitor the percentage of users who click on interactive elements, such as buttons, carousels, or forms, within your emails. A higher CTR indicates strong user engagement and interest in your email content.
Conversion Rate: Measure the percentage of users who take a desired action, such as completing a form or making a purchase, after interacting with your emails. This metric provides insights into the effectiveness of your interactive elements in driving conversions.
Time Spent: Analyze the average amount of time users spend interacting with your emails. Longer engagement times suggest that your content is captivating and holding the attention of your audience.
Scrolling Behavior: Track how far users scroll within your emails to understand how much of your content they engage with. This metric can help identify areas for improvement and optimize the placement of interactive elements.

By regularly monitoring these engagement indicators, you can gauge the success of your interactive emails and identify areas for optimization.

Deriving Insights from User Interactions

Analyzing user interactions within interactive emails can provide valuable insights that help refine your email marketing strategy. By looking at user behavior and patterns, you can optimize future campaigns and create more personalized experiences. Here are some ways to derive insights:

Heatmaps: Utilize heatmaps to visualize where users are clicking and scrolling within your emails. This can help identify popular interactive elements and areas of the email that receive the most attention.
A/B Testing: Test different variations of interactive elements to determine which ones resonate best with your audience. Analyze the performance of each variant to gain insights into what drives higher engagement and conversions.
Segmentation: Segment your audience based on their interactions and engagement with your interactive emails. By analyzing different segments, you can tailor your email content and interactive elements to specific user preferences and behaviors.
Feedback Surveys: Implement surveys or feedback forms within your emails to gather direct input from users. This can provide valuable insights into their perceptions, preferences, and any potential improvements to be made.

By leveraging these insights, you can continuously optimize your interactive email campaigns, enhance user experiences, and drive better results.

Conclusion

In conclusion, designing engaging interactive emails plays a crucial role in the success of email marketing campaigns. By embracing the interactive email evolution, businesses have the opportunity to captivate their audience and drive higher engagement and conversions.

Throughout this article, we have explored the benefits of interactive emails and the best practices to follow when designing them. We have discussed the importance of understanding the interactive email landscape and meeting user expectations to create a memorable email experience.

Furthermore, we have examined the key elements that can enhance email campaigns, such as carousels, forms, and polls. We have also emphasized the need for compatibility and optimal user experience across different email clients, as well as the integration of brand storytelling and analytics to deliver personalized experiences.

As you move forward with your email marketing strategy, remember to follow the dos and don’ts of interactive email design and track relevant metrics and analytics to measure success. By implementing these practices and continuously optimizing your interactive emails, you can create impactful campaigns that resonate with your audience and drive results.

FAQ

What are the best practices for designing engaging interactive emails?

When designing interactive emails, it’s important to consider the user experience and engagement. Some best practices include using visually appealing designs, incorporating interactive elements such as carousels and forms, and ensuring compatibility across different email clients.

How can I embrace the interactive email evolution?

To embrace the interactive email evolution, start by transitioning from static emails to interactive ones. Incorporate interactive elements, such as sliders and accordions, and personalize the content by using real-time data. This will help create engaging and dynamic email experiences for your audience.

What are the driving factors behind the shift towards interactive emails?

The shift towards interactive emails is driven by the desire to provide better user experiences and increase engagement and conversions. Users now expect more interactive content in their emails, and engagement metrics show that interactive emails perform better than static ones.

What does the interactive email landscape look like?

The interactive email landscape includes various types of interactive elements that can be incorporated into emails, such as carousels, forms, and surveys. These elements allow users to engage with the email content, providing a more immersive experience.

What are the important engagement metrics to consider for interactive emails?

When designing interactive emails, it’s important to consider engagement metrics such as open rate, click-through rate, and conversion rate. These metrics provide insights into how users are interacting with your emails and allow you to optimize future campaigns accordingly.

How should I structure my interactive emails?

A well-structured interactive email is essential for maximizing user engagement. Consider using a combination of interactive elements, such as carousels and accordions, to create a visually appealing and organized layout. This will help guide users through the email and make it easy for them to interact with the content.

What is AMP for Emails and how can it enhance engagement?

AMP for Emails is a technology that allows you to create interactive and dynamic content within your emails. By using AMP, you can add real-time content, such as live polls or image carousels, that keeps your audience engaged and provides a more personalized experience.

How can I design visually appealing interactive emails?

Designing visually appealing interactive emails involves using captivating images, engaging color schemes, and strategic placement of interactive elements. By following design best practices, you can create emails that catch your audience’s attention and encourage them to interact with the content.

What are some key interactive elements that can enhance my email campaigns?

There are several interactive elements you can incorporate into your email campaigns to boost engagement. Examples include carousels for showcasing multiple products or offers, forms for collecting user data or feedback, and polls or surveys to gather valuable insights from your audience.

How can I ensure compatibility and optimal user experience across different email clients?

To ensure compatibility and optimal user experience, it’s important to test your interactive emails across various email clients, such as Gmail, Apple Mail, and Yahoo Mail. Consider designing your emails using responsive design techniques and avoiding email client limitations that may impact the rendering of your interactive elements.

How can I craft a content strategy for interactive emails?

To craft a content strategy for interactive emails, integrate brand storytelling with interactivity. Use interactive elements to tell a story or guide users through your content. Leverage analytics to personalize experiences based on user behavior and preferences, delivering more relevant and engaging email campaigns.

What are some dos and don’ts for designing interactive emails?

Some dos for designing interactive emails include using engaging visuals, optimizing for mobile devices, and testing your emails before sending. Some don’ts include overcrowding your emails with too many interactive elements, using small font sizes, and neglecting to provide plain text versions for users with email clients that don’t support interactivity.

Which metrics and analytics should I consider for measuring the success of my interactive emails?

When measuring the success of your interactive emails, consider trackable engagement indicators such as open rates, click-through rates, and conversion rates. Additionally, analyze user interactions with your interactive elements to gain valuable insights that can inform future email campaigns and enhance your overall email marketing strategy.