Guest Post by Josh Wardini
People tend to have a very short attention span (about 8 seconds by some estimates), so it is no wonder that video is doing so well as a marketing technique in making the best of those precious few seconds. Why does video work so well? First, people can get what they want to know from a video in a very short timespan. Second, video engages multiple senses, making it more memorable and impactful.
Evidence of video’s popularity is easy to find: YouTube has over a billion viewers, and Facebook now boasts a billion daily video views.
Because video is so popular, it makes sense that businesses should be making the most of it. Email is the perfect place to incorporate this powerful marketing tool. Not only does it grab subscribers’ attention and engages viewers, but it’s also very easy to take video you’ve already created for social or web marketing and embed it into email, which means more return on your video-creation investment.
Need more convincing evidence? A new infographic from the team behind Website Builder illustrates why so many marketers are turning to video and why every business should implement it into their marketing strategy if they want to keep up with the competition.
Here are five highlights:
• Using video in an email will increase open rates by up to 20% and click rates 2-3 times. It also has the potential to increase customer loyalty by 35%.
• 42% of retailers currently use videos in their marketing, and for good reason. 90% of users claim that if they see a video about a specific product, then it will help them in the decision-making process.
• Simply using the word “video” in a subject line increases open rates while also reducing unsubscribe rates.
• When a user clicks through to a video, it can increase the time that the user will spend on a site compared to normal web traffic – this is true for video ads as well.
• Using a video can provide better insight into what the customer wants. If a customer watches the same video three times in a row, they clearly must be interested in the content, and it may be worth getting in contact with them.
Many big companies are already incorporating video marketing into their emails. Big players like Time and Hearst have seen results that speak for themselves.
As we move into an age where consumers expect video to be part of a marketing campaign, and creating and sharing a video online becomes so much easier, there is no reason that a company should now be without video in email as part of their strategy.
If you are a publisher looking to incorporate video into your email newsletter, look no further and contact PowerInbox now.
Josh Wardini, Editorial Contributor and Community Manager at Websitebuilder.org.uk. With a preliminary background in communication and expertise in community development, Josh works day-to-day to reshape the human resource management of digitally based companies. When his focus trails outside of community engagement, Josh enjoys the indulgences of writing amidst the nature conservations of Portland, Oregon.