Have you tested video in your brand or email campaign? There are good chances you would benefit from it! If done right it can be a great way to engage customers.
Video in email definitely has the potential to go wrong. It’s one of those things that can greatly increase response, but there are high lead returns on clicks only when the video adds value rather than distraction. Any new and exciting strategy must be careful of any tricks that can affect customers and prospects.
Rich media in email marketing was restricted for quite a while because of deliverability concerns. Due to being blocked by corporate and web-based ISPs, Java and JavaScript have never been an option. Even in this day and age there is still a risk with rich media. Animated images can jeopardize inbox placement for different configurations of ISP, desktop filter, Web browser and email client.
Today’s best bet for high-reach video emails are basically some form of animated image. Audio should always be off by default and sound should only be heard when the subscriber clicks. For this reason, in the actual email message, the most effective option is to create a “video like” experience.
This might seem limiting as an email channel for sophisticated B2B marketers. However, recent campaigns, such as one run by IBM, have proven that video, interactive can be successfully used in larger web-based campaigns. Their recent email campaign with video link had dramatically higher open and click-through rates. The important thing is to use video that is central to the message. Too many video email campaigns have no design theme, are too busy, are too long, and basically add video for the sake of having a video.
In addition, video has some delivery costs. There is usually a small set-up fee, plus $1 to $20 CPM (define). This is calculated by the number of videos actually downloaded as well as the size/length of the video.
Remember, as with most other added features, video will not make up for a weak campaign. However, it’s a great way to engage customers, tell a story, or interest prospects in a demo.
Here are some quick tips to see if video would be beneficial to your brand or campaign:
- Does the video aid in telling the story or improving the call to action?
- Do you have the creative assets needed?
- Think about your subscribers. Do they have the desktop configuration and bandwidth capable of handling video easily? If they are mostly mobile than it might be a better idea to wait or segment more carefully.
- Are there viral possibilities in the video?
- Would it be more useful to focus on your most recent buyers or on social influencers? Or should the video go to your entire file?
- Is there enough in your budget for the creativity and delivery of video?
- What results do you expect? Will the increase from adding video be enough to cover the premium cost?
- Can you get significant results and reporting from your video hosting provider?
