Video email marketing campaigns are much like their text-only counterparts in that you can spread your message to prospects that have opted in. The addition of video adds a human touch and provides for an engaging medium. However, recent surveys reveal some startling information about including videos in email marketing campaigns: dramatic improvements in click-through rates. Including a website video in your next campaign could make a big difference.
Video Email Marketing Surveys
In March 2011, Get Response released its Email Marketing Trends survey results. Among the results focused on video email marketing were the following:
- Nearly 64 percent of SMB marketers surveyed said that including website video in emails significantly increased conversion rates
- 50 percent of SMB marketers surveyed believe that video email marketing increases click-through rates
- 1 out of 3 SMB marketers surveyed believe that video email marketing positively affects branding and/or loyalty
The Web Video Marketing Council is currently conducting its 2011 Video Email Marketing Survey. While those results aren’t in yet, last year’s survey reveals the following:
- 73 percent of those surveyed believe that video email marketing increases click-through rates
- Nearly three out of four respondents believed that customer purchases / conversions are more likely with email campaigns that include website video.
Another study, 2010 Social Media Usage, Attitudes, and Measurability: What Do Marketers Think? by Kingfish Media, HubSpot, and Junta42, revealed that website video presented on a company’s website is the most common way video is shared (61 percent) followed by video-sharing sites (56 percent) and video email marketing (13 percent). This same study also concludes that educating customers is the top reason marketers use website video. The second reason is to bring company employees to life.
Video Email Marketing Opportunities
Though these surveys aren’t the definitive word, they’re thought provoking. A large percentage of marketers that use video email marketing reports significant improvements in click-through and conversion rates, yet only 13 percent of marketers appear to be actively promoting website video via email marketing campaigns. The opportunity to reach consumers with website video through your opt-in list is compelling. Not only are consumers unlikely to be overwhelmed with video marketing messages, they’ll be more likely to click-through to your website in order to view your message.
Assuming you already have a strategy that engages, converts, and nurtures your prospects, including video in your existing email marketing plans could be a relatively simple matter. For example, if your email marketing campaign delivers a series of useful tips related to your product or industry, adding a “how to” video that illustrates one of the more visual tips could be a good fit with your existing campaign. If your website sells kitchen gadgets and you regularly send emails with recipes and special offers, consider adding a video on “chopping onions like a sous chef” or a short cooking video. Once your prospects land on your page and watch your website video, you have the opportunity to keep them on your website, entice them to explore your catalog, and so.
Putting Video Email Marketing to the Test
Using your last traditional email marketing campaign as a “control,” you can put video email marketing to the test by including a website video in your next campaign. After the campaign is over, compare its click-through rates and conversions with your control campaign. How did video email marketing work for you? Did click-through rates improve? How about conversions? If you take part in this challenge, please come back and post your results in the comments section below. We’d love to hear your experiences.