It’s easy to fall into a routine when it comes to email marketing, especially when these low-effort campaigns continue to yield reasonable results. However, repetitive email practices can eventually lead to stale and outdated brand images, and marketers may see their returns on investment decline significantly if they don’t infuse their campaigns with originality.
Luckily, brand leaders don’t need to reinvent the wheel when trying to spice up their email marketing efforts. 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:
1. 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.
2. 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.
“Podcasts had their phase of popularity, and they’re still a great form of content,” explained Patel. “Plus, they’re not hard to create. Many people listen to podcasts during their commute or exercise. You have a chance to spread your message farther and better using this format than a lot of other formats.”
3. 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.
“Whether you create a video of an office tour, an explainer video or a music video, you’ve got to get the script right,” noted Patel. “A video isn’t only about the moving picture; it’s about the words that you say or display.”
4. 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 repurposed across a variety of channels for maximum impact.