Inboxgroup – What’s the Deal with Video in Email Marketing?
There has been a lot of talk lately (again) about the benefits and drawbacks of using video in email marketing. While there is no debate about the power of video as a media channel of its own, there is significant debate over whether or not video can viably be integrated with email marketing.
I’ve been curious about video in email myself, so I decided to go to the source to get some real information about video’s effectiveness: Rory Carlyle, the Director of Online Marketing at BombBomb, a video email marketing company.
Inbox Group: What do you think are the positives of using video in email?
Rory Carlyle: There are tons of positives for using video—it just has to be leveraged thoughtfully. Video-in-email is the next step for interactive marketers regarding the email channel. It’s becoming the standard medium for news and sharing information all across the internet—it’s only logical for email to follow suit.
Video assists email in removing the barriers of text-based messaging, improves user engagement, simplifies the messaging, and puts a face as well as a voice in front of the company.
IG: It’s easy to say that, but do you have any data that supports your argument?
Rory: Absolutely. We’ve had clients use video as a trial against their standard subscription to one of our competitors. They used the same email template, just added video through our system. The increases were phenomenal:
– 300% uptick in clicks
– 50% uptick in conversions
We’ve even had a client test video vs. traditional HTML for a fundraiser. The video provided a 75% increase in donations over static text.
Want to check out the who’s who and what’s what of email marketing?
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