Case Studies

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