Rev up your marketing email with video

Marketers looking for a way
to keep recipients engaged with emails should try adding video.  Emails that contain a video have click
through rates (CTR) two to three times higher than those without video,
according to a May 2009 study by David Daniels of Forrester.

In a recent B2B article, Carissa Newton from Delivra suggests including a thumbnail of
the video in the email, then linking to a landing page to view the video.  This method has several benefits:

  1. Better deliverability,
    since the added HTML required for embedded videos often causes emails to get
    caught in spam filters.
  2. Text-only emails won’t read
    the HTML video.
  3. Landing pages offer an
    additional opportunity for marketers to offer more videos, marketing
    information, links, a survey, photos, etc.

–Mara Conklin

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