How to create engagement using sensory-based content

Presenting content based on sensory preferences in your email campaigns

We all have our preferred way of communicating: some people prefer to talk, some prefer to write, others prefer to touch or being hands-on. I remember when I was training to be a Primary Teacher, we learn't how young children learned by touch – hence all the tactile based exercises you did in your first few years at school.

Furthermore, I used to observe the children’s reactions when sitting down to read them a story, they would all clamber in close hoping to be able to touch the fabric on my dress or skirt. On the days that I wore silky soft fabric, I noted that I always received a lot more ‘you look beautiful today Miss’ comments from my lovely little six year olds. 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 & preparing your marketing emails.

This isn’t anything new of course. 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,” auditory will say “I hear you,” and kinesthetic 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 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 phone, we ditch them from 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.

The four types of sensory based content

1. Visual/Written

This is easily achieved by most since the written word already makes up a big part of their email program. Consider using storytelling to engage this sensory style even more.

A wonderful example of storytelling can be seen below with Innocent’s weekly newsletter.

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

2. Visual/Image

To meet the needs of the Visual/Image subscriber, consider supplying 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 are 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

Whilst this style's requirements is hard to apply to an email, it can be incorporated by  including tests, forms, quizzes, surveys, tasks etc. for the recipient to complete.

Video’s  are also great content for this sensory style as they require the subscriber to push play, pause and stop and basically interact with it.  Whilst 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 is worthy of consideration as more and more businesses are looking at including a video and thanks to YouTube, there is currently a great appetite for video.

In fact I’ve seen statistics that show you can increase your CTR’s 3 fold by including video.

However, be focused on your end goal – if it is for engagement, then a longer video can be used and they will turn into listening or watching mode. But if conversion is your main objective within this email, then ensure the video isn’t too long so they’re still remaining within the sales experience.

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