The Ultimate Driver of Email Marketing Engagement

Is Email Marketing Dead?

Despite recent headlines claiming otherwise, no, it’s not. In actuality, the situation is actually quite promising. If you don’t believe me, try to sign up for almost anything online or communicate in the workplace without email—it’s almost impossible.

As consumption rates continue to rise, email marketing is proving to be a vital component to overall marketing campaigns—valued even more than social—with its ability to compliment many other channels.

Email v Social

So, then why do many publications refer to email marketing as a dying trend?

The Problem

I don’t usually make a habit of quoting philosophers, but Confucius was pretty darn spot-on: “Study the past if you want to define the future.”

The history of email is a long one; the very first email sent by Ray Tomlinson in 1971 would be 43-years-old today. While that very first email was just a test—in fact, it was so insignificant to Tomlinson at the time that he has since forgotten the original message—it only took seven years for email to transform into a mass communications strategy. In 1978, Gary Thuerk sent the very first mass mailing, a decision that has earned him an ROI of over $13 million.

Therein lies the problem: as a proven and time-tested strategy, little has changed about email marketing in the past four decades. Email isn’t going anywhere anytime soon, but if marketers don’t utilize creativity and innovation to make email marketing more interesting, then content will be spammed, filtered or unsubscribed, rather than consumed.

The Solution

With the growing importance of content marketing, email can’t be separate from the marketing equation that is dominating today: finding new ways to connect with consumers who are tuning out traditional messaging.

The best way to reignite consumer interest in email content is simply by giving them what they want: video, video, video!

The proof is in the pudding…

  • 93% of marketers use video for online marketing, sales or communication.
  • Marketers who use video in email cite the benefits, with increases to the following at the top of their list:
    • Click-through rates
    • Time spent reading the email
    • Sharing and forwarding
    • Conversion rates
    • Dollars generated
  • Video in email can boost opens 20% and increase click-through rates 2-3 times.
  • Using the word “video” in email subject lines boosts performance:
    • Increases open rates by 18.5%
    • Drives click rates up by 64.8%
    • Improves click-to-open rates by 39%
    • Reduces unsubscribes by 26%
  • Many feel as though emails and e-newsletters are actually the best way to use video marketing:

Channels Video Distribution

The Results

By leveraging the power of video in an email marketing campaign, marketers can address the two biggest demands from readers:

1)    Give me a reason to open this.

2)    And once I do, give me a reason to stay.

A good example of using video this way is the email campaign sent out by Litmus. Instead of trying to engage in a conversation with readers about an issue in its industry, Litmus allows the video to do the talking.

Litmus Email Campaign

What it comes down to is this: the job of marketers is heavily predicated on fighting for the limited time and attention of the consumer. The only way to gain the interest of those consumers, and the engagement that (hopefully) comes with it, is to use the kind of content that is entertaining and easily consumable: video.

Enjoy what you’ve read? Read more about integrating video into email marketing campaigns here

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