Some have said email is dead. We beg to differ. Email marketing is as powerful as ever and continues to evolve. Part of that evolution involves the incorporation of new or different content formats into the emails themselves. At the forefront of this movement is video.
A report from Forrester found emails containing video content experienced a 200-300% boost in click-through rates. This is a big deal for marketers because those substantially higher open rates lead to increased website traffic and conversions. Keep in mind, too, that video content is on track to become the most consumed content on the web – 80% of web traffic by 2021 will involve videos, according to estimates.
Although some brands and publishers can get away with text-heavy emails, brevity is still preferred for email content. Video allows marketers to compress dense blocks of text into compelling visuals that are more likely to engage viewers.
Simply mentioning the word “video” in an email subject line increases open rates by 7-13%. This statistic demonstrates the growing preference that consumers have for video content. It goes without saying that simply throwing the word “video” in your subject line isn’t good enough – you need to have a compelling video in the email itself. Of course, if you do plan to insert a video in an email, insert the word “video” in the subject line without it sounding unnatural or dull.
Since we are the owners of a personalized video platform, IndiVideo, the next statistic is our favourite so far. According to research, the use of personalized video in emails leads to a 500% lift in email conversions.
This speaks to the power of personalized video content and personalization in general. This is certainly true in the case of marketing incentives such as customer loyalty programs, where recipients expect custom-tailored communications.
Marketing researchers have identified video as an opportunity to boost the effectiveness of email marketing. But how should you go about implementing personalized video content in your email campaigns?
Like all other formats, your use of email needs to fit within your content strategy and function at the right stage of buyer funnel. In most cases, emails work best near the bottom-of-the-funnel, when consumers have already invested some time and interest in a brand. Of course, your use of email may differ based on your industry and product/service offering.
With that said, there are some best practices to follow when leveraging personalized video content in emails.
Email isn’t going anywhere. There are many successful publishing brands (i.e. theskimm) and consumer services (ie. Scott’s Cheap Flights) that use email as their primary channel to deliver their content.
Personalized video has become an undeniable force in the marketing realm. With its ability to dramatically increase open rates and conversion rates, adding personalized video in traditional emails can deliver exponential results for brand engagement and product sales. Email marketing is certainly here to stay, especially since it can be easily paired with video content.
For more information on how BlueRush, and our product IndiVideo, can help you launch an email marketing campaign with personalized video, contact us today!