Mar
2010
Video Expected to Transform Email Marketing in 2010 Conversion is the Key!
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Conversion is Key!
MediaPost’s Jack Loechner reported yesterday that 64% of respondents in the GetResponse “2010 Email Marketing Trends Study” didn’t use video emails last year, but plan to use in 2010. Wow, that’s quite a swing. Many will attribute this to general popularity of video, including the continue explosion of YouTube, but the real reason for such a dramatic shift is that video converts. More than 65% of marketers in the GetResponse study believe that video email marketing can have a moderate to significant impact on conversion. That’s impressive.
So how will marketers use video? What stuck out to us was practical application of video for product demos, customer testimonials and product offers. As we’ve been building what we call “video-enabled marketing apps” alongside our customers, we’ve repeatedly seen specific applications like this – what we call “apps,” emerging as important conversion drivers that are being added on to traditional marketing campaigns. Along these lines, we’re also seeing demand for apps that promote events (such as webinars), new content (such as white papers) and new products.
Interest in using video to improve conversion through traditional digital marketing tactics – as well as exploring new frontiers – is why we’re working to create pre-configured apps that step customers through the process of shooting video, adding interactivity (which the GetResponse study doesn’t mention, but we see as critical) and getting the app ready for email distribution and/or uploading to a landing page.
The GetResponse study comes as no surprise to us, but we love seeing metrics that support the value of video for business.
Agree with this post.
Video is becoming easier to produce & opening up more creative ways to convey a message or invitation to your prospects.
Being able to track the viewings and tie back to a crm system (like Salesforce) is key.
[...] Steve isn’t talking to Fortune 1000 businesses here; instead he’s providing advice to small businesses looking for an edge. So, if you could get a video up on your web page in less than one day, for less than $500 (assuming you already have a decent camera), would you consider it? Of course you would. Especially if that video – the first thing eight out of every ten visitors will click on – was proven to convert better than text alone. [...]