Video has become one of the most important types of content online. Between April 2015 and November 2015, the amount of average daily video views on Facebook doubled from 4 billion video views per day to 8 billion.1 Plus, after watching a video, 64% of consumers are more likely to buy a product online.2
Email, on the other hand, is still the most effective way to communicate with your target audience and is a huge driver of ROI. It’s key for building relationships with customers because it lets you speak directly to them, in their inbox, at a time that’s convenient for them. Pair that with video’s powerful storytelling and branding potential, and you’ve got an effective formula for deepening relationships with customers and reaching new customers, too.
Increased ROI
The email design and HTML coding company Email Monks has reported that video email marketing offers a return 280% higher than traditional email. In an internal study of nearly a billion video emails, Get Response saw a 5.6% increase in open rates and a 96% increase in click-through rates in emails that included video. GetResponse has also reported a 24% increase in conversion rates and a 10% increase in average order value in emails with video. If these numbers are any indication, including video in your email marketing could go a long way toward further increasing your ROI.
Better Branding
Video content is a powerful way to convey your brand values and identity. It offers greater potential for storytelling, which can allow your brand to present its more human side. Visually stimulating, video conveys messages faster and easier, and audiences retain information better in video form than in text. Plus, video has the capacity to create an emotional experience that in turns builds a memorable connection with your brand.
Greater Reach
Just like online video content, video email marketing lets you expand your reach because it can be easily shared and can help create buzz. However you decide to use video in your emails—embedded right in your email, as a GIF, or with a static image that links to a video location you own—you can create great opportunities for reaching new customers. That last option—linking out to a video location—offers opportunities for distribution via social shares with the potential of going viral. Plus, all that traffic and having video on your site will improve your search rankings. Even if you don’t link out but use a GIF or embed the video right in your email, you can still expand your reach since video has been shown to increase email sharing and forwarding by 41%.3 Video content can boost engagement, increase conversions, and positively impact people’s perceptions of your brand. Why not combine that with email’s already powerful impact by making video part of your email marketing strategy?
Have you seen video content impact your email marketing success? Share your story in the comments section below. If you haven’t yet included video in your email marketing and aren’t sure how to get started, check back with us in 2 weeks when we cover how to include video in your email marketing. Or get in touch with Filament to find out how we can help you create effective email content for your email marketing campaigns.
1. http://techcrunch.com/2015/11/04/facebook-video-views/ 2. http://www.hyperfinemedia.co.uk/infographic-31-must-know-video-marketing-stats/ 3. http://blog.getresponse.com/use-video-email-infographic.html
