Bronto – To Send or not Send? Video in Email Best Practices
We are all aware of the steep competition for a subscriber’s attention in today’s inbox. Forrester Research has estimated that US consumers would receive more than 9,000 commercial email messages per year by 2014. With so much competition for recipient engagement, email marketers need to stand out by focusing on meeting the needs of their audience with relevant, impactful messages sent at the appropriate time.
“Video in email can increase click-through rates by as much as 2X – 3X,” says David Daniels, a former Forrester Research analyst. Video offers a powerful medium for expression and persuasion. It can be used to convince a prospect of the benefits of a new product or offer, humanize a brand, generate excitement, educate/inform or emotionally connect with your audience.
Video is just like any other email content decision you’ll have to make when determining what to send. You must test and segment and make sure that you are sending to subscribers that value video. Identifying these subscribers can be accomplished by segmenting based on:
- Previous video email opens
- Previous video email clicks
- Subcriber’s mail client support for videos
Keep in mind that you’ll want to use video to add value to the subscriber’s experience. Video should be saved for special circumstances when you have a story to tell. Don’t use video in every email you send. Improper use of video can actually drive up complaint and unsubscribe rates.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
Other post by this Author