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E-mail : Adding Video: Trouble or Nirvana?

Think before adding video to e-mail, then make it count

July 2010 By Simms Jenkins
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And by segmenting your audience based on various factors (responsiveness or other behavioral activity, which I also find more relevant than profile attributes), you can target the e-mail and customize the tease that will deliver this traffic.

3 Tips for E-mail Success
So maybe after all there is a meaningful way to combine e-mail and video?

Let's look at some tactics that can help you accomplish your segmentation and traffic-driving goals:

• Test before deploying video to your main subscriber database. This can help determine the interest and impact of such a tactic. We have seen marketers reap more than 100 percent increases in response rates by testing who is more responsive to video before launching it to a more widespread audience.

• Add social sharing capabilities to extend the life and audience of your message. This is especially applicable to video, as social networks are ripe for video consumption and incremental viewing.

• Tailor video and content pages for search and be sure to capture e-mail addresses for these potential customers. Otherwise, you may be letting sales and leads slip away. yy

Simms Jenkins is CEO of Atlanta's BrightWave Marketing and EmailStat Center.com and author of "The Truth About E-mail Marketing." Jenkins can be reached at sjenkins@brightwavemarketing.com.


 

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“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do


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Available as a PDF.

A guide to prospecting, lead generation, building an Opt-in database, tracking, social media integration, deliverability, mining content and balanced creative. While email marketing has reached maturity, there’s still plenty of life in this channel — if used wisely.

That’s the focus of this new guide to email



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