The ROI of Video In Email Marketing
Thanks to David Daniels at the Relevancy Group for this information.
I am thinking these days about my response to email, and I seldom open it. I have subscribed over the years to almost every interent marketing get-rich-quick-guru that has ever had an email list, and there are still a couple whose emails I open, and read at least part of the way through.
However I do take note of the title of the email, to see how they are packaging their ideas, to see how enticing the title is.
If you are like me then, emails to me are a waste of time, and if they contain a link to a youtube video, I seldom see the link, so the information in the Relevancy Group article, information that says, for example;
Increased click-through rates: Fifty-five percent of marketers report increased click-through
rates in emails sent with video as compared to emails without video
Increased engagement: Forty-four of marketers report that consumers spend more time viewing
emails that contain video versus emails without video
Increased advocacy and sharing: Forty-one percent state that their emails with video were
shared and forwarded more than those emails without video
Increased conversion and dollars: Up to twenty-five percent of marketers report increases in
conversion, dollars generated, average order value, and ad sales for email marketing messages
That kind of information just makes my jaw drop open, and the Relevancy Group study dropped into my lap at the same time a friend introduced me to a tool that allows me to record a video and include it in an email. In fact, I can include mobile short codes and keywords as well, as well as use sophisticated templates, and build drip campaigns.
I have been playing with the Imobile Innovations
video email tool for the last three weeks, mostly sending video emails to folks who have invited me to connect with them on Linkedin.
The idea is to create a little bit of a memorable experience for them, so they remember the Start Up Social Media guy a bit longer, as well as to say thanks. The Imobile Innovations back office provides me some good statistics about open rates, and even how long folks watched, but I cannot give you an ROI because I am not offering anything for sale.
What this experience has allowed me to do though, is to hone my presentation, and to become aware of the need for a good camera and microphone. I am using an $8.00 Radio Shack video camera/recorder which is just fine for an informal thankyou video, I think, especially if I report that I am at home updating social media while my kids play in the background. In other words, I hint at the fact that this is informal, designed to say thanks, and look for more formal videos to come.
I find that I am getting more proficient at getting my message out on Linkedin, and at least last week, the number of views of my Linkedin profile doubled. I guess I do have some measurement of a sort.
Look for more posts updating you about my Imobile Innovations
soon, and thanks for your time.