Create engagement by using sensory-based content

We each have a favoured way of communicating. Some people prefer to talk, some prefer to write, others prefer touching or doing things. For example, when I was training to be a primary school teacher we were taught how young children learned by touch – hence all the tactile-based exercises you did in your first few years at school.

So, taking a note or two from the four main learning styles, which are used by presenters, lecturers and students, I’ve modified them for use when writing and preparing your marketing emails. This isn’t anything new. Salespeople have been trained to watch out for signs that hint at what the prospect’s preferred mode of communication is. For example, visuals will say “I see what you’re saying,” auditories will say “I hear you”, and kinesthetics will say “I have a grasp on the situation”.

So why have we as marketers not been using our subscribers’ preferred mode of communication in order to keep them engaged and, dare I say, consider these also during the conversion process (well, if salespeople can do it…!).

Now, I’m not saying that we need to ask our customers or subscribers for their preferred method and if they choose spoken word, then we ditch them out of our email programme! I’m simply suggesting that we take into account the fact that our subscribers will have different preferences for types of content, and this knowledge can be leveraged to increase engagement and conversions.

So let’s have a look at some types of content we can use based upon different sensory styles.

1: Visual/Written
This is easily achieved because, for many, the written word makes up a part of their email programme. Consider using storytelling to engage this sensory style. A wonderful example of storytelling can be seen below with Innocent’s weekly newsletter.

2: Visual/Image:
To meet the needs of the Visual/Image subscriber, supply graphs, images, infographics, cinemagraphs, animated gifs and video. Additionally, layout and design of your newsletter is very important to these subscribers. You need to ensure that you’re offering both HTML and text versions, as these Visual/Image subscribers will more than likely prefer to receive the HTML version.

A lovely example of a charming cinemagraph is below.

3: Tactile/Kinesthetic:
While this style's requirements are hard to meet when applied to email, it can be somewhat met by supplying tests, forms, quizzes, surveys or tasks for the recipient to complete. Videos also are great content for this sensory style as they require the subscriber to push play, pause and stop and basically interact with it. While you’re at it, why not combine video in email with a video-animated gif experience, as seen below. (Thanks StyleCampaign.com)

4: Auditory:
The most obvious application for this style is a streaming video. Understandably, this is not for every business due to time or financial restraints, but it’s worthy of consideration. More and more businesses are looking at including video and thanks to YouTube, there is currently a great appetite for the medium. I’ve seen statistics that show you can increase your CTR’s threefold by including video. However, be focused on your end goal; if it’s for engagement, then a longer video can be used and they will turn into listening or watching mode. But if conversion is the main objective of the email, then ensure the video isn’t too long so they’re still remaining within the sales experience.

If you’d to see how others are using sensory learning watch this short video of Google’s Marissa Mayer talking about the Sensory Revolution.

Kath Pay
eCRM & Email Marketing Consultant & Trainer
Plan to Engage
@KathPay

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