With three times as many email accounts as all of Facebook and Twitter combined, email marketing remains a top ROI channel to reach customers and prospects. For sales lead generation, creating relevant and compelling content is the single most effective email marketing tactic. McKinsey & Co found that email is 40 times more effective than social media marketing.
According to benchmark data from Ascend2, the three top goals for email marketing campaigns are:
- Improving sales lead nurturing
- Increasing click-through rates (CTR)
- Boosting website traffic
As an accepted marketing took, video content engages audiences. Video email should be a tactic in every digital marketing plan when sending marketing, communication and sales and lead generation emails. In addition, video email marketing is a great way to alert clients and prospective customers about new products or services.
Part 2 of Flimp Media’s CEO Wayne Wall’s recent interview with b-Mc creative on the results of the Q4 2013 Online Video Marketing and Business Video Trends Report focused on video email marketing trends. Over 600 marketers participated in the 2013 Online Video Marketing and Business Video Trends Survey.
Wall noted “Video email marketing is being ‘confused.’ Part of this confusion is due to Internet Service Providers (ISPs) typically not allowing for video to be played in the email (message) itself. So what you have are marketers creating email with interactive images of videos to take people through a video experience that is delivered via email.”
Watch Full b-Mc creative interview with Wayne Wall here
Video in email is popular, even with the onus on marketers to create a “video email experience.” Sixty percent of marketers actively use email to send video messages. The reason: the ability to engage target audiences using video has driven adoption. And, the result is that video email communications generate results. Over 80 percent of marketers find video email effective, as identified in the 2013 Online Video Marketing and Business Video Trends Report.
A few key marketing goals are driving the increased use of video for email. For example, more B2B marketers are using video email for sales lead generation by enabling individuals to share video email content in a one-to-one capacity to engage prospects. Corporate communications is another area that has increased its use of video email. On the corporate side, video email is being used more and more for employee benefits communications, corporate development and training and investor relations.
Even in today’s world, seemingly dominated by social media, email plays a critical role to leverage web video marketing. Outbound marketing is a necessary component to successful video communications and the best video email campaigns, especially those for B2B sales lead gen, feature video content produced with pre-determined goals and objectives.
Some helpful tips to ongoing successful video email marketing include:
- Creating quality and engaging video that contains a clear and direct call-to-action.
- Ensuring the email subject line is short, to the point and identifies action.
- Writing an email message that solves an issue for the intended viewer and includes an enticing snapshot of the video within the message to encourage the viewer to view.
- Evaluating the video email campaign’s performance using both email metrics (such as email opens and email clicks) and video analytics (including video watch-to-completon and viewer response rates).
- Leveraging the campaign data metrics to optimize and improve future video content and video email messaging.
Beyond the email creative messaging, marketers must make sure that video emails render across all devices. Sixty-five percent of email messages are now opened on a mobile device. Emails need to be readable on smartphones and tablets and video needs to be viewable. Optimally, video for email should be in an HTML5 format. HTML5 is viewable to Apple iOS and Android users, while Flash video may only be viewable on Android devices.
Video marketing software, such as Flimp5, simplifies the creation of video email content. Flimp videos and video postcards are viewable across any desktop or mobile device. For email distribution, Flimp5 is integrated with over 40 email service providers (ESPs) and CRM solutions including Constant Contact, Eloqua, ExactTarget, iContact, Marketo, Salesforce.com, and Vertical Response. The Flimp5 video marketing platform automatically creates HTML email source code, compatible with ESPs, that enables users to easily create custom video email messages. Best of all, once a Flimp video email has been distributed, real-time identifiable user-engagement metrics by email address are available. This empowers marketing and sales professionals to instantly follow-up directly with email leads who watched and engaged with the video content.
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Jenn O’Meara is the Director of Client Services at Flimp Media. With a diverse digital marketing communications background, Jenn enjoys working directly with Flimp Media’s clients. A graduate of Providence College and Boston University, Jenn can be found rink side most winter weekends cheering on the PC Friars Hockey teams. In the summer, look for Jenn at the beach.