Marketing Vox – Video in Email Boosts Click-Thru Rates 2-3x
By: Marketing Vox
Incorporating video into emails — a simple enough concept that wasn’t even possible two years ago — improves click-through rates by 2-3 times, according to a recent Forrester report.
Streaming online video is among the most promising pupils of the interactive industry: it provides audiosensory stimulation while demanding a minimum from users, and opportunities for advertising around it are still being explored.
A recent forecast shows that 71% of the online adult population will watch online video streams in 2009, while the number of video streams consumed will double over the next five years.
Many ISPs and email security vendors adopt a protective stance and have blocked executables, including flash video and embedded video scripts, to protect inboxes from viruses and Trojan spybots. But a new generation of vendors is working to equip email marketing messages with video functionality that eliminates this challenge. Some of the new solutions include:
- Silent movies via animated gifs
- Certified video email
- Clickable screen captures, which also provide a bigger and brighter call to action
- One-to-one personalized video communication, which provides more value for a narrow audience
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