Boosting Email Engagement Results Through Compelling Video Creative

Posted by Adam Titcher on November 24, 2015

There are more avenues for marketing content today than there have ever been before. Many marketers have embraced these new avenues and have come up with clever ways to send their brands’ messages out into the world. The “tried and true” avenues, like email, however; remain predominantly bland. In this post, we’re going to talk about methods you can use to create compelling and creative videos that will enhance your campaign results and elevate them from the lackluster results you might be used to seeing.

First Let’s Talk About Email

It took about ten minutes for someone to realize that if they added a person’s name to the email being mass mailed, it increased the likelihood that the email would be opened. It took about ten more minutes for spammers to jump on the trend and annihilate its results completely. Marketers quickly realized that they needed to do more than personalize the name field when sending messages.

Proper Personalization is Important

Fueling your email communication with hyper personalization and dynamic compelling video is priceless. Obviously you’ll want to get the “Name” field correct. You should also make sure that the name and address you use for your “sent” field are personalized to your company. Personalized subject lines will increase your open rates by 22%. But simply personalizing your email’s meta tags isn’t what will set you apart from your competition. It has become a common practice.

It is the personalization of the message itself that makes the sale. Turning your emails to live engaging dynamic creative content changes the game. This is where video comes into play. A solution that automatically pulls your customer data in and creates a personalized video to speak directly to each one of your customers can boost open rates by as much as 50%. Customers are more likely to act on items left in shopping carts or on abandoned web forms when they are reminded of that page’s through a personalized video. With CTA compilation rate that reaches 30% and more.

Video Personalization and Your Future

These numbers go up even further when that personalization happens in a video format. Video alone will boost your open rates by 5.6% and increase click through rates by almost 100%.

Personalizing that video increases the numbers even further. A personalized video is 82% more likely to be watched all the way through than a generic email spammed out to an entire customer base. In fact, if your message has nothing to do with the specific person opening it, it could drive that person to one of your competitors.

Obviously you cannot film an individual video for every person who opens your messages. While most businesses are putting more money into video based marketing than ever before (and plan to continue funneling more money into those channels), nobody has the budget for that. However, creating a dynamic video that can be automatically personalized based on your customer data allows your customers to get the experience of a video created just for them without requiring you to embark on a large-scale video production.

Idomoo has been helping clients perfect their video personalization and those clients are seeing great results based on that personalization. How do you plan on increasing the effectiveness of your emails through video in 2016?

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Article by Adam Titcher

Adam is a market associate at Idomoo, writing creative content, as well as, lending his voice for personalized video narration.