Is your message getting through? Data from Constant Contact in July 2023 puts the average open rate for an email at 34.46%. So, are the remaining 65.54% getting your message? Your organization needs a communications strategy that incorporates more than just email. A comprehensive communications strategy should include digital signage for a variety of reasons, including visual impact, enhanced engagement, real-time relevance, and interactivity.

Visual Impact

Digital signage possesses an innate advantage in creating a visual impact and grabbing attention over email. The combination of vibrant visuals, dynamic animations, and captivating videos will surely get noticed over a text email buried in an inbox. The human brain processes visual information exponentially faster than text. According to research from 3M, people process visuals 60,000 times faster than text, making digital signage an ideal platform to capture attention instantaneously.

In contrast, email marketing often relies on static images and text-based content. While it has evolved to include multimedia elements, email's limited canvas and the potential for rendering issues across different devices can dilute its visual impact. With digital signage's expansive canvas and ability to showcase high-definition content, you can craft compelling narratives that leave an indelible mark on your audience's memory.

Enhanced Engagement

Digital signage transforms passive observers into active participants by weaving immersive narratives. Tell stories through a combination of visuals, animations, and real-time information, resulting in a seamless blend of information and entertainment. This storytelling approach creates a stronger emotional connection between your organization and your audience, fostering deeper engagement and brand loyalty.

While capable of conveying stories, email faces limitations due to its format. Crafting a narrative within the confines of an email can take time and effort, often leading to a disjointed experience for the recipient. Digital signage's fluid storytelling capabilities allow businesses to create cohesive and engaging narratives that resonate on a profound level.

Real-time Relevance

In today's fast-paced world, relevance and timeliness are paramount. Digital signage's ability to connect to data feeds and back-end systems ensures your screens deliver real-time information. Whether displaying live social media feeds, broadcasting breaking news, or showcasing real-time sales data, digital signage puts information at your audience's fingertips and enables them to make informed decisions.

Conversely, email operates on a delay, as messages are sent and received asynchronously. This time lag can result in emails becoming outdated by the time they reach your recipient's inbox. With digital signage, your organization can seize the moment and convey information that is not only current but also instills a sense of urgency in your audience.

Physical Presence

The physical presence of digital signage offers a distinct advantage that email cannot replicate. When placed strategically in high-traffic locations in your facilities, digital signage reaches your audience when they are most receptive. This physical presence allows you to influence purchasing decisions, provide information, and enhance the overall visitor, customer, or employee experience.

Email lacks this inherent physical presence, as emails are viewed in diverse settings and contexts. Moreover, email overload and spam filters contribute to the risk of messages being overlooked or discarded. Digital signage's ability to engage your audiences in a specific physical environment enhances its efficacy in conveying messages and influencing behaviors.

Interactive Engagement

Interactivity is a cornerstone of modern marketing, enabling your organization to forge deeper connections with its audience. Digital signage's interactive features, including touchscreens and gesture controls, empower audiences to actively engage with the content. Whether it's a product configurator, a wayfinding kiosk, or a gamified experience, interactivity enriches the user journey and encourages meaningful participation.

In contrast, email's interactivity is limited to clicking on links or buttons within the email. While personalization has advanced, the level of engagement achieved through email interactions remains modest. Digital signage's hands-on engagement captures attention and lets you gather valuable insights about your audience's preferences and behaviors.

In a landscape where capturing and retaining audience attention is the ultimate goal, digital signage is becoming the preferred choice for organizations seeking to make a lasting impact. Its visual prowess, ability to engage through storytelling, real-time relevance, physical presence, and interactive features collectively position digital signage as a dynamic and influential communication tool. With tools like Omnivex Ink, you can blend email and digital signage together. Omnivex Ink lets you turn any screen into a digital sign. You can point your audience to a mobile phone version of your digital signage content by incorporating a simple QR code or link in an email.