Last week, I explained that videos and email marketing messages go together like chocolate and peanut butter. Click-through rates for marketing emails increase two or three times with the inclusion of video! This is in part because increasingly larger numbers of consumers (we’re talking trillions!) want to spend time watching online video, and also because it’s becoming easier for them to watch videos sent via email.
Today, I’ll offer some tips on how marketers can create videos that consumers will want to receive via email and watch online. I’ll aso explain explain how marketers can analyze the results of their video email marketing campaigns with mobileStorm’s technology.
- Online video is not the same as a feature-length movie or network TV show. Its purpose is to quickly pique interest in a brand. Thus, it should start off with a “bang” and not be much longer than a few minutes.
- Links should either lead to a video posted on a site like YouTube or MySpace, or else should lead to specially-designed landing pages. Never use embedded video in email!
- Providing your video in the smallest file size possible, but still retaining a satisfactory image quality, is part of best practices for all Internet video. Flash compression is often the best comproise of file size and quality, making it ideal for online media.
Once you’ve deployed a video email marketing campaign, you need to determine how well it did.
Our platform allows you to see the success of both your videos and your email messages:
- Create stunning charts that track videos or video publishers.
- Compile aggregated video analytics that track across online sites including Google Video, MetaCafe, MySpace, AOL, Yahoo!, Revver, YouTube, and more.
- Find out how many people clicked on a particular link in the email–not only how many people opened the message, but also those specific addresses.
- Determine ROI on an email campaign by using Conversion/Clickstream tracking options.
Email marketing is extremely common these days. To stay competitive, every company in any industry should utilize it. To stand out from the rest, and to better engage your customers, you should seriously consider adding video to your email messages. Higher click-throughs, and commensurate ROI, will be your reward.
Eydie Cubarrubia, Marketing Communications Manager, mobileStorm
“I’d rather you text me”