New email best practice is tested on...well, ourselves!!!
Holla BoostStrappers! Como estas? Bien...? Bueno, bueno...
For those of you out there keeping score, we find it a challenge to build on our collection of best practices for every single one of our core competencies. To be honest, lately, one best practice that we've been having a bit of difficulty quantifying for our clients is the "video screenshot approach" for email marketing campaigns.
General synopsis of the "video screenshot approach": You produce a video. Upload it on chosen video platform (YouTube, for instance). Then you take a screen capture and use that image in your email marketing campaigns. Note the video in your subject line and once the user clicks on that image, they are directed to the landing page where that video is located. Then, presto! Watch your CTR go up!
The reason we've been having difficulty quantifying results for our clients is because it's such a new practice. Sure, there are a slew of B2C companies that case studies are built on but admittedly, there's a dearth of B2B ones.
Well, in an effort to assuage some client concerns, we decided to let it rip and test the "video screenshot approach" on a willing guinea pig - ourselves! Forest incorporated a video image of our most recent video (us moving into our new offices) in the latest edition of The eBoost Monthly (August 2008 issue) and the results were astounding:
- Over 27% open rate.
- 50% CTR (via video image).
The lesson we learned here is that the "video screenshot approach" works for B2C and B2B companies alike. The content may change but the fundamental principles remain the same.
For those familiar with Social Technographics, this is yet another example of how it works. A slew of marketing research papers support the notion that users of all ages are more engaged with video content. YouTube has become age-agnostic. Take those trends into consideration when you incorporate video in your marketing strategy.
If engagement is what you want, then the "video screenshot approach" can only help.
Enjoy the video above (if you haven't clicked already). ;)
Have a good one,