It’s easy to fall into a routine when it comes to email marketing. A lot of people solely focus on getting their emails opened with catchy subject lines and the timing of the email sent. Of course, your open rate is crucial but how do you get your customers to engage with your email once they open it?
Luckily, brand leaders don’t need to reinvent the wheel when trying to spice up their email marketing efforts and design. One way to spark positive change is to simply incorporate new types of email content into the arsenal and track the impact of these various messages. To help marketers revamp their strategies with new and interesting content types, here is a look at five formats that will bring about some impressive results:
- Case studies: According to Forbes, content marketing is everywhere, as 82 percent of business-to-consumer marketers are utilizing these strategies as a promotional tactic. However, it’s not just about email newsletters and blogs – it’s about original and compelling written materials that inspire consumers to discover more.
That’s why case studies are an excellent format to distribute across the email platform. They are original, detailed and can provide real-life examples of how a product or service can be incorporated into the daily lives of the users.
- Podcasts: Most consumers open an email expecting a written message, and maybe the occasional image to break things up. For this reason, including an audio feature such as a podcast can be a pleasant surprise for many email recipients looking for something new. As Neil Patel wrote in a blog article for QuickSprout, podcasts are still a viable form of information and entertainment that can target a very wide audience.
- Videos: Today’s customers expect any marketing effort to include an eye-catching visual component, and streaming video content is a sure way to make a lasting impression. While making videos can be an expensive endeavor, marketers will find that creativity is more important than flashy displays. After all, the information conveyed in these videos needs to be relevant and engaging for the target audience.
- Infographics: According to SlideShare, infographics are liked on social media 23 times more than documents, meaning that they are invaluable assets to include in any marketing effort. These data-packed images can spark the interest of a wide range of audience members, and can be re-purposed across a variety of channels for maximum impact.