Mixing Up Content Types In Your Emails

Pick and mix your content types in your emails

Your emails are valuable, but they can also be boring to audiences if they’re always seeing the same content type in every mail. If you want to truly maximise the success of your campaigns, you need to switch content types every so often to keep audiences interested.

In this article, we will be looking at what we mean by content types and how we can mix them up in emails to get better results.

What Do We Mean By Content Types?

Content types is the term used to describe different formats of information and how it is presented. There are several content types you can use. These are:

  • Text
  • Images
  • Video
  • Sound

Each of these content types can be used in various forms, sometimes on their own, and sometimes in combination. For instance, an infographic combines both text and images to create content that is highly informative, attractive, and shareable.

But a podcast can only utilise sound to deliver its core message.

Why Do You Need Different Content Types?

There are many reasons why you might want to use several content types in your email marketing. The first is for adjusting the campaigns to specific audiences. Different audiences prefer to consume content in different mediums and styles.

For instance, recent research into purchasing decisions between men and women have found significant differences. Women make 80% of the purchasing decisions in any given household. They are also more likely to be receptive of adverts with bright colours, unconventional fonts and varying shapes.

Men tend to prefer dark colours, lines and a sleek technical look.

But it isn’t just the look of content that’s important. The type of content is essential to gain maximum penetration of an audience. For instance, busy executives are more likely to want to watch something quick but informative.

However, those who are browsing online later at night might prefer something less noisy and want text with images.

Mixing It Up

Another reason why content types should be varied is to pique the interest of your audience. If audiences see text every week, they are quickly going to get bored. However, if you slip in a video, podcast, or image every so often, it helps to break the monotony and grabs the attention of the audience.

Another important point is that some messages are better conveyed using images than text. Other messages might need more, detailed information, so require text. So it also depends on the message you want to send.

Mixing Content Types For Better Results

Of course one of the best ways to ensure you are maximising the results of your email marketing campaigns is by using a combination of content types. Images can be used to articulate certain points that are difficult to understand.

A good, funny, cartoon sketch might be a great way to add some humour into a challenging topic.

Or you could use images/videos to quickly describe the main points of a message and then use text to go into further detail for those that are more interested using text.

The major point here is that everyone is different and while the majority of people prefer images against text – that isn’t always the best solution.

How You Can Reach Maximum Results

Your email marketing campaigns need to have the best content types to maximise returns. This sometimes means you need to use certain designs or content types to generate interest in your message, which can be based on your core audience.

However, using the same content type continuously can result in poorer results in the long-term. That’s why it’s important to mix up content types in emails to ensure your audience is paying attention.

What content types do you use in your email marketing campaigns? When was the last time you made a switch?

Let us know in the comments below.

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