Are Video Landing Pages Effective?

There has been a lot of buzz lately in the interactive marketing world about the integration of web video and analytics with email marketing campaigns.  One of my clients recently proved that email and video landing pages are successful if done right.

The Campaign

I recently had the pleasure of assisting Korey Kay & Partners with an email campaign that incorporated a video landing page.  The email was sent on behalf of their client, Port Authority of New York & New Jersey (PANYNJ), to a list of current customers informing them about new services and updates to their facilities.

Due to the complicated nature of PANYNJ’s business, Korey Kay & Partners thought that a video would be much more informative and engaging.  Most of PANYNJ’s customers are not local and have never seen their facilities, and understanding updates and improvements without an on-site visit would be difficult for the recipients to imagine.  Watching someone walk them through the progress and seeing operations in action is not only more personal, but more effective than reading an email.

This email campaign, although small, was successful for Korey Kay & Partners and the Port Authority for a few reasons: a clear call-to-action, consistency, relevancy, and immediate tracking metrics.

Clear Call-to-Action

Starting with the subject line, “Watch an update on our ExpressRail”, the email had a clear and distinct call-to-action.  Subscribers were then directed to an image of the video strategically placed in the email to appear above or right at the fold line.  In the case that images did not show up for some subscribers, accurately labeled “alt tags” were present indicating what image would populate when images were turned on.  Once subscribers clicked on the image within the email they were taken directly to the FLIMP video landing page, where they were able to watch the video.

Consistent & Relevant

Korey Kay & Partners succeeded in keeping this email consistent with their past emails for the Port Authority as well as relevant to their audience.  Allowing for the same friendly from name (”PANYNJ”) alerted recipients that this was from a trusted and respected source.  Korey Kay chose to go with the same email template used with other Port Authority campaigns with some slight modifications to incorporate the video image.  Once subscribers linked out to the video landing page, they were met with a page that mirrored the original email with a few minor changes.  The consistency found between the original email and landing page, as well as the targeted audience the email was sent to, kept recipients engaged and the message relevant.

Immediate Tracking Metrics

By using a FLIMP video landing page, Korey Kay is now able to track, collect, and report detailed viewer engagement.  Through the Activity Viewing dashboard that Flimp offers, they are able to track the total number of views, video starts, and viewing sessions as well as how many viewers watched to completion and the total engagement time.  They are also able to track links clicked and how many times recipients forwarded the video message.  Korey Kay is still measuring the results of this campaign with their client, but initial results have proved positive.

Success

Through the use of a targeted email that incorporated a video landing page, Korey Kay & Partners was able to produce an effective email for the Port Authority that was personal and engaging.  Taking the email out of the inbox and onto a landing page gave it better reach and offered more reporting and analytic capabilities.  Korey Kay and Partners did an excellent job of gauging the Port Authority’s needs as well as the response they wanted from their customers.  I look forward to assisting them with similar campaigns down the road!

Interested in learning more about using video landing pages with your email campaigns?  Contact us for more information!

Amy Hollomon
Account Manager, Blue Sky Factory

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