Modifying rich media components for an interactive email

One or more computer storage media storing computer-useable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform operations comprising:

• sending an email message to a recipient, the email message containing links to a plurality of rich media components;
• receiving interaction information regarding the recipient interacting with a first rich media component from the plurality of rich media components;
• ranking a plurality of product features based on the interaction information to provide product feature rankings;
• and
• modifying a second rich media component from the plurality of rich media components based on the product feature rankings, wherein the second rich media component comprises a video or audio, and wherein modifying the second rich media component comprises ordering portions of the video or audio based on the product feature rankings using mapping information mapping the portions of the video or audio to the product features.

A computer system comprising:

• one or more processors;
• and
• one or more computer storage media storing computer useable instructions that, when used by the one or more processors, cause the one or more processors to:
• send an email message to a recipient, the email message containing links to a plurality of rich media components;
• receive interaction information regarding the recipient interacting with a first rich media component from the plurality of rich media components;
• rank a plurality of product features based on the interaction information to provide product feature rankings, wherein the first rich media component comprises a video or audio, and wherein ranking the plurality of product features based on the interaction information comprises:
• accessing mapping information mapping the plurality of product features to portions of the video or audio, and ranking the plurality of product features based on interactions with portions of the video or audio identified by the interaction information;
• and
• modify a second rich media component from the plurality of rich media components based on the product feature rankings.