email marketing
Case Study: Using videos in your email campaign
Last month, we sent out the following email campaign for Zondervan, and it got a lot of attention from our MomSense subscribers. In fact, the mailing received over 3x the average click-thru rate.
It doesn’t take a marketing guru to figure out why so many people clicked on this email (note: the HUGE video play button).
The obvious call to action was: ”Watch this video and learn more about the Jesus Storybook Bible.”
Based on the number of clicks this email received, it was an effective call to action. There’s just something about a play button that screams “click me!”
Unfortunately, embedded videos are not supported in most email clients. To get around this problem, savvy email marketers will use images that look like videos. It’s a common-sense solution, and it works.
As you can see in this example, it’s easy to create an image that looks very much like an embedded video. And because the image is linked to a Youtube video, readers were able to watch it in a new window without experiencing any rendering issues in their email client.
Those who were interested in the Bible could then click through to the product page and learn more about the Bible before making a purchase. The results were very good – The email received a very high number of clicks, despite a lower-than-average open rate.
Props to Zondervan for creating an engaging email!
Do you have any experience using videos to improve campaign performance? Feel free to let us know how you have experimented with video links in email. Design tips are always welcome.
Posted in Case Studies, email marketing
CSS Help for Creating Great E-blasts
The Direct Marketing Association’s 2009 economic-impact study reported that the return on investment for e-mail marketing, or e-blasts, was a whopping $43.62 for every dollar spent!
Besides providing a great ROI for your ad dollars, e-blasts also allow a lot of creative versatility. Designers can use HTML and CSS to create unique designs that grab attention and enhance the sales message.
Unfortunately, many email clients block images and CSS by default, forcing the design to be scaled back for the sake of functionality. The good news is there are resources available to help you successfully implement CSS in eblasts. Check out this report from Campaign Monitor, then pass it along to your designer.
Happy e-blasting!
Posted in email marketing
