As an email marketer, you are probably bombarded with studies and statistics that highlight the benefit of using video in your email campaigns. While it is interesting to look at numbers, it is also important to know why it makes sense from a behavioral perspective. To set the context let us start with a few case studies that emphasize the impact of video in the email marketing efforts made by these companies:
- Clothing retailer Express added video to their email blasts and saw its conversion rates go up 33%. More importantly, revenues increased by 55%
- Bare Escentuals doubled click-through rates by embedding video in emails promoting cosmetic products
- Zumba Fitness was able to drive a click through rate of 50% (highest promotional email CTR) by including a personalized video
Not sold? Can’t tell it’s the new black yet? Let’s look at it from a more scientific perspective.
Decisions, Decisions, Decisions
Your goal in sending a marketing email is to influence the recipient to click through, right? Measuring success using this metric is pretty straight-forward, but there’s another way to look at it.
You want the recipient to decide to take a specific action, i.e. click through to the next stage in the selling process. It isn’t the click-through that you’re after, it’s the decision to click-through.
