Pressing send on a well thought out e-mail marketing campaign can often feel like dropping in blind to a steep couloir. Take a deep breath, send... and hope for the best.
But unlike skiing or snowboarding, even when you’ve nailed the perfect (subject) line, the end result can still be frustrating. Great e-mail marketing is difficult to execute- and while there is no magic secret to a successful campaign, there is one little trick that is statistically proven to increase open rates, rack up the click-throughs and decrease unsubscribers by a significant margin.
You guessed it- Video.
Throwing any old video in your e-mail just to say you did probably isn’t the best approach. Here are a few things to ensure you are high-fiving your buddies after your next "Big Send".
- Include "Video" in your subject line. Research says it increases open rates by 19 percent, increases click-through rates by 65 percent, and decreases unsubscribes by 26 percent.
- First Impressions count. Make sure your video is one of the first things people see when they open your e-mail.
- Keep it quick. (90 seconds or less)
- Tell viewers how to proceed. Drive the viewer to the next step of your marketing campaign using a weblink or a verbal or visual call to action.
- Don’t make assumptions. Remember that not every e-mail client supports fully embedded video, and often your subscribers will have images turned off to save data. To make your video playable for as many prospects as possible, insert a thumbnail with a play button on it in your email that is hyperlinked to and external landing page as well as a text link to receive the maximum number of plays.
E-mail firstname.lastname@example.org to get started on the edit for your next e-mail marketing campaign.