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11 October 2013

Has video killed the email star?

Ever since it came along email has been the marketing star, delivering low-cost, high volume opportunities that marketers had never had before. But here we are several years down the line and everyone is suffering from inbox overload and email marketing is not bringing the results that it used to.

Open and click through rates have plummeted as marketing messages get lost and ignored amongst the mountain of other emails the UK’s professionals and consumers receive every day. According to Inbox Detox, the average business user gets 130 emails per day and spends 25% of the day dealing with them. No wonder the emails B2B marketers send are getting lost in the crowd.

Social media has come along and taken the new low-cost hot spot in the marketing tool box. Along with the rise of social media, brands are realising that video is a great tool to get people interacting and more importantly sharing. Results of researchby Pixabilty have shown that some businesses are cashing in on this and making the most of YouTube.

The study looked at 258,000 videos on the YouTube channels of Interbrand's Best Global 100 Brandsand found that the top performers getting the most views have produced 50% more videos than brands at the bottom of the pile. They also tend to publish on regular schedules that they maintain over long periods of time.


How to get email, video and social media working together

But it doesn’t have to be one or the other though, as smart marketing today is multi-channel marketing. So follow our tips for getting these three channels working together.

Tip#1 – Use video shots to create visual emails

Time is tight and attention spans are shrinking so instead of relying on text-based emails keep the words short and sweet and grab attention with your great videos instead. This article shows how using hyperlinked videos in emails doubled the click through rate for one brand.

Tip#2 – Include social sharing buttons in your emails

Research by Get Response has shown that emails that include social sharing buttons have a 158% higher click-through rate than those that don’t. So getting properly designed templates for all your email communications is vital. Don’t just cobble them together!

Tip#3 – Make the videos you’re emailing and sharing useful

It’s official, the Earnest Agency’s research showed that a whopping 75% of B2B buyers are more likely to share useful content; while 44% of email recipients made at least one purchase last year based on a promotional email.

So don’t be disheartened if your marketing campaigns have been wilting. Get filming, revamp your email marketing templates and create shareable, useful content to revive things.

If you’d like to find out more about how our design and consultation services can help you get the results you wantjust give us a call on 01892 541111, email us at hello@ifour.co.uk or visit our design agency studio in Tunbridge Wells, Kent.

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