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5 Keys to Using Video for Killer Email Marketing Campaigns

June 30, 2014 By Russ Somers
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If there were a simple way to boost open rates and improve clickthrough and engagement with your email campaigns, you'd probably do it. Right? Well, video can deliver all those benefits—and it really can be simple. Video in email campaigns can:

Follow the four key principles below to bring your next email campaign to life with video:

  • Focus on the Campaign Design: The video call to action (CTA) in the email should direct visitors to a special landing page optimized for your campaign. The video on the landing page should play automatically (more on that later). The video should give the viewer an explicit CTA (add to cart, or begin shopping, or sign up for this promotion). Some video platforms offer in-video shopping to allow the CTA to appear within the video itself. Remember, the objective of any email campaign is to guide visitors on a journey—from email to video-enabled landing page to purchase.
  • Ask for the Click: When merchandising videos in email, you can dramatically increase the clickthrough rate by making it very explicit: "Click to view video," or something similar. That will outperform a passive CTA. You should also make sure to use a text CTA, as some email recipients block images.
  • Meet Consumer Expectations on the Landing Page: Consumers may not always like autoplay when they navigate to a page on their own. However, consumers who click on a video CTA have asked to view a video and expect it to play immediately. The autoplay experience is a seamless one, from the consumer's perspective.
  • Use Video Content That Engages Best: Research by the e-tailing group in 2013 found that consumers engaged most with videos that educated them or included a demonstration (opens as a PDF). Videos supporting a brand's value proposition didn't get the same engagement. Think about the shopper's journey, and ask yourself, "What is the goal of my email campaign?" If you're attempting to bring shoppers into the purchase funnel, your content should be geared to help them with decisions. Content that doesn't just promote the brand, but informs, will work best.
  • Test: You'll have more success using each of these principles if you test continuously. Test different email subject lines. Test the placement of the video and CTAs. Even test emails with video vs. without.

Whether you're already using video marketing in emails or are considering how to incorporate it, it's clear consumers' expectations of shopping experiences have changed. Following the five principles above can help you make your next email marketing campaign your most effective one ever.

 

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PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

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<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

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