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Video Email Marketing Tips, Trends, Software Tools and Best Practices
The latest articles about video email marketing tips, trends including software tools, best practices, case studies and using video email tools for sales prospecting, communications and marketing lead generation.
For organizations looking to build an email list, video communications and video emails are a good lead generation tool. Videos can be created to provide answers to questions and to help guide prospects through the sales cycle. Once the videos have been created, they can be used in video emails, shared via social media and embedded into websites and blogs.
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The fleeting nature of email makes video email marketing a smart approach to engage an audience. Through video content, viewers can quickly ascertain the message's context. While there can be a few technical challenges in creating a video email, there are different services that simplify the process.
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One advantage to video email marketing is the opportunity to engage email recipients on a personal level. Audiovisual content can convey passion and enthusiasm in a way that static content or animated GIFs cannot. Additionally, video email content can effectively communicate complex messages.
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Video postcards and video email are effective tactics that can be used for web video marketing efforts, especially for B2B lead generation. Audiovisual content generates an engagement rate that is four to seven times higher than static content. Additionally, video postcards and video emails enable direct calls to action to be incorporated into the messaging.
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The adoption of HTML5 will enable video email marketing to become a must-to for email marketers in 2013. HTML5 enables video email marketing messages to render in a viewable format. More video email campaigns will launch in 2013.
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SundaySky data has shown that online video consumption has surpassed television content, with viewers spending more than double the time watching personally relevant video clips. Additionally, video emails are opneed at a rate between 40 to 60 percent higher than static content.
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Conference marketers should consider using video emails to promote programs and events. Compelling video content can increase the click-through rate of email communications and newsletters. As a best practice, viewers should be brought to a video landing page that contains information about conference programming, including key dates and the ability to register to attend.
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Ragan Communications, a B2B publishing and training company, found that video email marketing lead to an increase in the average open rate and also garneed the highest clickthrough rate. The video emails included a screen shot of the video, along with some body copy and direct calls-to-action.
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Brand marketers believe that email is a viable communications format. However, the standard HTML graphic email should be replaced with more current formats including video email. Video email helps with ROI and improves recipient click-through rates.
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Video email marketing is an effective way for B2B organizations to share product videos as part of the sales and marketing cycle. Incorporating a video thumbnail snapshot with a play arrow graphic in the email will help to drive video views.
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Integrating audiovisual content into emails, especially when the video is relevant to the message, can help organizations stand out. Video emails boost email click through rates, especially when the word "video" is added to the email's subject line.
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The rapid growth of smartphones and tablets increases the importance of video email marketing. Video content can be adapted to be used for a variety of email campaigns and it is especially effective for sales lead generation efforts.
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Video email marketing is an effective way for organizations to engage an audience and drive conversion rates. Forty-six percent of marketers believe that video content in email messages significantly increase conversion rates. Video emails supporting training courses, product demos, product promotions, and customer testimonials tend to make the biggest impact.
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In retailing, customer testimonials and reviews are the most commonly viewed videos according to a joint study published by Google and Compete. Four in ten consumers will visit a store or retailer website as a result of video content. Video emails and consumer-generated videos also drive traffic to retail sites.
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Since video email marketing affords a greater opportunity to provide a clear call to action, it may be a more effective tool for communicating with prospective customers than video sharing sites. When videos are published directly to video sharing sites, marketers do not have an easy way to incorporate calls to action to further engage the viewer.
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Hutton Hotel, an independent luxury property located in Nashville, TN, created and distributed a video email marketing campaign that generated a 20 percent open rate. Eighteen percent of those who opened the email also clieked on one of the email's two calls-to-action. The email was sent to 15,000 addresses beginning in May 2012.
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The rapid adoption of mobile appliances means that video email marketing messages need to be created to be read on smartphones and tablet. The Litmus email marketing and test tool found that only 3.3 percent of email recipients who have viewed email content on a mobile device will then either view it on a desktop or a Webmail email client. Forty-five percent of users who open an email on a mobile device will do it again.
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