iMedia Connection – How to boost email marketing with videos
By: iMedia Connection
With the rise of mobile technology and tablet adoption, access to online video has never been easier. Couple that with the increase in social sharing and YouTube’s position as the second most popular search engine on the planet and it’s easy to see why more video content is at the top of many marketers’ wish lists.
But while the benefits of video marketing are typically tied to things like brand awareness and audience engagement, the power of video can also be used to add depth and value to your email marketing campaigns.
Consider this: In a recent study by Experian Marketing Services, simply including the word “video” in the subject line of an email was shown to increase click-through-rates by anywhere from 7 percent to 13 percent. The report also notes that email campaigns with embedded video turned in an average conversion rate that was 21 percent higher than those with straight text and static images. A small sample size? Sure. But numbers like these are certainly nothing to sneeze at.
Video lends itself well to a variety of different email campaign types and strategies, and many companies are only beginning to discover the possibilities. Reporting, for example, can provide valuable insight into the true effectiveness of your campaigns. Video analytics can be used to not only measure individual clicks, but also the engagement and retention rate of those viewers, helping shed light on who’s truly interested in your message — information not easily gained from text-based documents.
So how can you start taking advantage of these opportunities? Here are just a few ideas to consider that can really help take your email marketing to the next level.
Live webinars and virtual events are great tools for establishing authority in your industry and, of course, generating new leads. To encourage more attendees, some companies have taken to creating short webinar “trailers” to help drive registration via email. These videos are typically short (two to three minutes max) and often include personalized teasers from the event’s featured speaker or expert.
It’s also common to make webinars available on-demand following the live event, in which case organizations can use video snippets from the presentation to promote via email going forward, thus further extending the life and value of their content. (Check out my previous post for more best practices on using video to boost webinar registration.)
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