Online video content is gradually becoming the largest source of internet traffic and businesses are finding video increasingly essential to competing effectively in the digital marketplace. One of the most bankable uses of online video is video email marketing. Incorporating branded video content into email marketing campaigns helps has been shown to improve click-through rates by 96%, with one study finding that when marketers included a marketing or explainer video in an email, the click-through rate increased by 200% to 300%.
The high ROI that marketers have come to expect from email marketing with video has lent momentum to the rise of video email software, which is now becoming a very popular tool for business marketing. Video email marketing distributes video microsites via company email, opt-in email services or social media. These video microsites combine corporate branding, calls to action, and actionable data reporting. Video email campaigns drive increased user engagement and response rates much more efficiently than other forms of marketing such as static blogs and social media posting.
Most businesses find that the most efficient way to create, distribute and track video email marketing is by outsourcing the process to a direct video marketing company. Web video production is challenging, and your investment will be much harder to recoup without a professionally-produced, well-executed video. Most video email software applications have a user-friendly interface that anybody who is savvy with a computer can learn to use. A strong direct video marketing companies provide a simple drag and drop WYSIWYG software platform that makes it effortless to create the perfect video microsite within an email. The most powerful aspect of outsourcing email is the ability to gather actionable analytics on video microsite viewers. This data includes detailed engagement and response data which can help a company determine how viewers are interacting with their pages.
Video email marketing can help a corporation stand out from the competition by promoting a brand, increasing awareness of a service and reaching out directly to loyal customers. Distributing promotional videos can build trust and credibility with potential customers by presenting information in a professional, engaging and interesting manner. Videos add additional value to an email by reinforcing information in a short and concise way. Consider keeping the video shorter than 60 seconds. The purpose of video email marketing is to pique people’s interest, so strip away all the inessential from your video and use a video microsite to communicate the rest only to those who click-through.
Incorporating video into emails has the potential to double engagement rates when compared to traditional static email. On average, a quarter of viewers will initiate a direct response action after viewing a video email. More than half of all viewers will view the video in its entirety.
Video email marketing can be done very simply, and with a comprehensive video email software, you can seamlessly incorporate video into email marketing campaigns and share them via social media, blogs etc.
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Author: Wayne Wall
Wayne Wall is Executive Director of the Web Video Marketing Council. He can be reached at firstname.lastname@example.org.