How to improve your e-mail marketing results with video

According to a study conducted by GetResponse emails containing video received 5.6% higher open rates than those without one. Click-through rates (CTRs) were, on average, 96.38% higher. Using video in your e-mail marketing will put you ahead of your competitors. Studies state that 80% of e-marketers plan to use video emails in 2010, while only 15.7% did so in 2009. So how can you make this work for your company?

Here are the three basic steps to using video in your e-mails effectively:

1. Decide on your content
Think about your customers first. What content interests them? Video should add value to their experience. Make sure that your video matches the surrounding content and goals of your campaign. Your video should be consistent with your branding. Most importantly, add a call-to-action to your video content. Examples for a good call-to-action are "sign up for our newsletter at [your company's site]", "buy before July 1st & get 20% off at [your company's site]", "call us at 1-800-Company for a 10% discount".

2. Add a video image to your e-mail
There are a number of ways to incorporate video in your e-mail. We recommend adding an image of your video player (sometimes called a thumbnail) to it. Link this image to the page where the video is hosted. Using video as a static image in your e-mail is simple and cheap.

3. Track your performance
You always want to know which campaigns worked and which did not. How many people read your e-mails? Which links were clicked through to? At Pixability, we use Constant Contact. It is an effective and inexpensive way to track your marketing efforts. If you are looking for a free option, you can use Google Analytics.

Have you ever used videos in your e-mail marketing efforts? Give us your feedback.