For a related reason, Milwaukee Tool—and most other marketers using video in e-mails—does not embed the entire video into its e-newsletters. "That would be, I think, painful for some [subscribers] who don't have the bandwidth," she says.
The videos themselves, outsourced to a production company in St. Louis, run about a minute, and Chiappetti's analytics tell her that viewers stick around on average for the entire time for most products. She uses Coremetrics for Web analytics, which lets her know which videos get watched, in what format (videos are in .flv format for viewing and .avi for downloading) and for how long. "Then YouTube, they make it so easy for people to see where, what, how, who, how old, gender ... And [these data points do] complement what's on the [Milwaukee Tool] site. I like being a data geek, that I can show those kinds of synergies between the social sites, the Web site. And then, just because we're extra special, we also have that integrated into ExactTarget so we can also see the performance in a full-circle view," Chiappetti explains.
Speaking of performance, she reports that the e-mail marketing program is finishing three points ahead of standard industry levels. Furthermore, Web site traffic has increased 30 percent and video traffic by 118 percent between 2008 and 2009. And perhaps the most satisfying stat is one that holds the most promise for continued success: Milwaukee Tool's e-mail subscriber file has grown to six figures since it started deploying e-mail-to-video landing pages in 2008.
Going into 2010, the B-to-B marketer is picking up steam with 10 new videos launched in late February. Chiappetti emphasizes the importance of the quality of the application videos, noting how well done and on point the content and execution are. "They make you want to buy a tool, and that's what it's all about. So the videos really illustrate what the brand is all about—the heavy duty-ness, the superiority in construction and then obviously the application in which you can use [the tools]," she says.