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You might label my saying that "a picture...or video...is worth a thousand words" counterintuitive, my being a writer and all. But I understand the value of well-conceived communication design as well as anyone. That's why I found a recent e-communique; from MarketingProfs thought-provoking and one I want to share.
Here it is:
In a post at the Emma blog, Edwin Acevedo tells the story of VideoLink, a video-production company that wanted to highlight its skills in an email campaign that showed off new features at a redesigned website.
"They made a short video," he says, "added a screen shot to their email and linked it to a video landing page they made through a service called Flimp."
The strategy paid off with a clickthrough rate of 26.2 percent, and nearly 65 percent of those who launched the video watched it to completion-all 49 seconds.
"There's no perfect way to embed video to play within an email (yet),' notes Acevedo. "But what VideoLink did is fairly common and effective: use screen shots and text links to send people to a landing page that hosts the video."
To support the use of video in email campaigns, Acevedo cites these findings from Forrester Research:
- 71 percent of online audiences watch Internet video.
- The number of video streams likely will double by 2013.
- Video in email can double or triple click-through rates.
The Point
Be a star! Don't let forward-looking competitors leave your text-only campaigns in the dust: consider the addition of video elements to your next creative opus.
Source: Emma