Imagine this scenario: A new subscriber has just opted in to receive your emails. You send out a welcome email which is comprised of just plain text — a long block of copy in which you’ve tried to fit in every detail about your brand.
Well, it might so happen that you’ve lost your subscriber’s interest already.
Inboxes are flooded with emails every day. And it is only natural that most of these emails are ignored by busy subscribers. So if you want to ensure you’re not among those who get ignored, you have to go the extra mile to really impress your readers with innovative newsletter ideas.
Rich media adds that coolness to your emails.
Rich media refers to elements like audio, images, GIFs, videos and cinemagraphs, which can help keep your email subscribers engaged and entertained.
Now, it’s been proven that 90% of information transmitted to the brain is visual. Moreover, as visuals are processed faster by the brain, our response to them is also quicker. So by adding visual content to your newsletters, you are increasing the chances of your subscriber taking an action in the email!
Fortunately, marketers are aware of the importance of visual content. In a survey conducted by the Content Marketing Institute, they found that the topmost priority for B2C marketers is to produce engaging content, while the third priority is to create visual content.
So, how can marketers use visual content in emails to make them work like lead magnets? Let’s take you on an enlightening journey to discover the world of visual media.
In this age of visual communication, everybody clicks on pictures, likes them and shares them. As far as email marketing is concerned, pictures play a vital role in keeping subscribers engaged and increasing click-through rates. Good-quality, mesmerizing and relevant images may be the primary reason for the success of an email campaign.
Images also help to create a memorable brand identity that stays in the minds of subscribers for a long period of time. In fact, there are brands that are known for their creative newsletter ideas, specifically the stunning images they use in their emails.
Terrain, a home improvement company, is one example of a brand that knows how to leverage awesome visual content to keep their subscribers coming back for more. Take a look at how they’ve used beautiful images in this newsletter:
When done properly, GIFs can make your emails a joy to read. Apart from the fact that these short, bite-sized animations are catchy, GIFs also help to share bits of information in a limited amount of space. Moreover, the use of animated GIFs in emails has been shown to boost conversions by 49%!
GIFs are being used extensively in email campaigns thanks to their popularity among subscribers. But you need to bear in mind that too much of anything is not good. So make sure you use GIFs sparingly or your emails may lose their charm.
Take a look at how Topshop expertly uses GIFs to showcase their new arrivals for the week. High-resolution images with just the right amount of motion make the email noteworthy, yet not too loud or off-putting.
There are several potential applications for using GIFs in newsletters. For example:
Another captivating newsletter idea is the use of cinemagraphs, which are gaining great popularity not only on social media but also in the email marketing world. The primary reason behind this is that they’re fun to look at and share with others.
In a cinemagraph, just part of the image is animated with seamless looping, while the rest of the image remains static. This effect creates the illusion of a video, but still keeps the focus on the most important portion of the email. As the file size of a cinemagraph is much smaller than that of a video, many are opting for this visually captivating option.
As one of the pioneers in cinemagraph usage, Mr. Porter is a brand that likes to experiment with their emails. Here is one of their beautiful newsletters:
There are several potential applications for using cinemagraphs in newsletters. For example:
Oftentimes, there is nothing better than a video to explain a concept or announce an event. Videos are good for small- or medium-sized companies looking to increase brand awareness.
There are several potential applications for using videos in newsletters. For example:
But what use is implementing these creative newsletter ideas if the email service provider your subscriber is using is not going to allow them to see your email? Even worse, what if they receive an email with blank boxes? There are ways to overcome these challenges.
The Monks have set off on a journey to explore the nitty-gritty of rich media in emails and discover ways to overcome the limitations of these awesome animation elements. Join them on this adventurous journey in this new infographic: Rich Media in Email Marketing.
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