Popularity of video e-mail marketing is growing very rapidly. In today’s society people generally prefer video over text or audio. After all, video appeals to more of one’s senses. Numerous studies made in the 1950s and after demonstrated that people generally remember 10% of what they read, 20% of what they hear, 30% of what they see and 50% of what they see and hear simultaneously. This makes video a clear choice for marketing a company, its products or its services. Video e-mail marketing also produces higher response rates and a larger return on investment.
More and more marketers are shifting some of their attention and some of their marketing budgets to video e-mail marketing. REELSEO recently surveyed internet marketers and found that more than 50% of those surveyed said they expect video e-mail marketing to improve click-through rates and drive customers to landing pages. Whether your e-mail incorporates a “click-to-video” option, an interstitial video, or an in-stream video, this can be a perfect way to add some pizzazz to your marketing campaigns.
If you are a bit intrigued by video e-mail marketing, there are five things to contemplate.
1. High Quality Video Only
Keep in mind the old marketing adage that anything you put before the public to represent your company carries two messages – the advertisement and an image of your company. Your video should look reasonably professional and it should present a positive image of your company, your products or services, and your brand. If you cannot yet produce a good video e-mail marketing message, you might need to wait until you are certain you can do it the right way.
2. Codes, Access and Formats
The ability of the person who receives your video e-mail marketing message to open it, download it, access it, upload it, or just watch it depends on how you provide access to the video, what format you used to place it in the e-mail and how you created several critical codes. If you are good with internet coding and knowledgeable about all of the new formats and you can match code and format with access to the video, you are probably good to go. But many small to mid-sized businesses will need to hire someone to get these elements of making the video available done properly.
3. A Plan for Video E-mail Marketing
It is very easy to aim at nothing and hit it. Like other types of internet marketing and lead generation, video e-mail marketing needs a strategy. You need to have goals in mind before you start producing video clips and emailing them to people. Each video you produce should be created to generate a specific response in viewers and that response should lead them to respond to your call to action. Your video e-mail marketing strategy needs to consider the following:
— Who am I trying to reach with this video?
— What are you trying to accomplish with the video?
— What action do you want the video to inspire people to take?
— What is the best format and appropriate code?
— What other information needs to be provided in the e-mail?
— How does this video e-mail message fit in the big picture of your total marketing plan?
4. A Strong Call to Action
Every marketing campaign and message needs a clear and compelling call to act. Video e-mail marketing is no different. Tell the audience exactly what you want them to do and how to do it. You also need to clearly match the action with the video message.
5. Keep it short
People simply do not spend a large amount of time on any particular e-mail. You need to instantly capture the attention of your reader and provide a strong incentive to view the video. Then make the video short, sweet and to the point. Make the video informative, entertaining and directed to action. Provide a clear link to your web site.
Video e-mail marketing makes perfect sense in a culture that wants everything to be multi-dimensional, quick and pointed. Whether you do a product demonstration, offer information about services you offer or you want to share a compelling customer testimonial, your video will be a good representation of your message and it should increase your click-through rate.
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