Bauer Media Group
Interactive email for Rayo
Rayo is Bauer's home for free music and radio, bringing together over 50 stations including Absolute Radio, KISS, Hits Radio, Greatest Hits Radio, Magic, Scala and Jazz FM, alongside podcasts and curated playlists.
To engage listeners and stand out in the inbox, the Rayo team needed to go beyond what their ESP's native editor could offer. With a vision for dynamic, visually immersive email, they turned to mailCMS to bring interactive, visually rich email content into their regular campaign workflow — integrated directly with Braze.
When standard templates aren't enough
Interactive email techniques like carousels, quizzes and animation can transform engagement — but they rely on complex, hand-coded HTML that most email editors simply can't handle.
For the Rayo team, this created a gap. They wanted campaigns that felt as dynamic as the brand itself, but their platform's drag-and-drop editor couldn't support that kind of execution. Every interactive send would have required a bespoke developer-led build: difficult to scale and impossible to hand over to a marketing team.
What mailCMS unlocks for Rayo
Browse content without leaving the inbox
Carousels let the Rayo team showcase multiple pieces of content — stations, playlists, featured shows — in a single, swipeable module. Subscribers can browse without scrolling past a wall of stacked content blocks.
Turn passive readers into active participants
From quick A or B polls to multi-step progressive disclosure quizzes, interactive quiz modules give the Rayo team a way to drive engagement directly inside the email. No click-through required.
Small details that make emails feel alive
Animated headline text, image zoom on hover and CTA rollover states add a layer of polish and responsiveness that static emails can't match. These motion enhancements are baked into the design system, so the team gets them automatically with no extra effort per send.
Live text over imagery, without the compromise
Editable live text over background images is notoriously tricky in email. The Rayo design system includes robust, globally-supported background image modules, so the team can update copy and imagery without worrying about rendering issues across email clients — even Outlook.
Built to work with Braze
The Rayo mailCMS integration is fully integrated with Braze. Finished campaigns can be exported directly to Braze templates with a single click, and the team can browse and drag-and-drop Braze content blocks into their emails without leaving the mailCMS editor, keeping everything within one streamlined workflow.
Interactive email as a repeatable capability
For Rayo, mailCMS has turned interactive email from a one-off technical exercise into something the team can deploy whenever a campaign calls for it. The components are built, tested and ready to use — no developer tickets, no rebuild from scratch, no compromise.
See what mailCMS can do for your email campaigns
Book a friendly, no-pressure walkthrough of the platform, tailored to your team's needs. We'll explore your current email production workflow and share practical ideas you could put to work straight away, whether or not you choose mailCMS.
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