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Use of Video in Email Marketing (2)
Key Takeaways
- Car dealership Toyota of Bowling Green leveraged video content within its personalized emails to customers to increase engagement and drive sales. In particular, videos were used to re-engage "orphan customers," follow-up with prospects and proactively connect with customers with expiring leases.
- PortoBay Hotels and Resorts used personalized video content within an email marketing campaign to ask subscribers to opt in to further messages from the company. The hotel chain's video platform, Vidyard, reports that PortoBay enjoyed "28% higher opens, 11% more clicks, and 22,000 opt-ins" due to the incorporation of video into their email advertising efforts.
- Digital workspace provider Igloo Software leveraged videos about its culture to enhance consumer perception about its brand image. The company almost doubled its click-throughs after incorporating video content into its email marketing.
Introduction
The research team has provided ten examples of how companies have successfully used video content in their marketing emails, including three samples from companies in the automotive industry. Video samples for five additional automotive organizations were identified, but were grouped with one of the three primary automotive examples due to the similarity of these videos/emails. The details of how each company has leveraged videos in their email advertising have been provided within a custom Google spreadsheet (link here) for ease of reference and comparison.
Notably, samples of video content within email advertising were extremely limited in the public domain, owing to the fact that most organizations do not report or otherwise display their email advertising efforts across their owned media channels. As such, the research team turned to video/email marketing experts for case studies of their work with past clients, as well as to third-party literature that highlighted best-in-class examples of how to incorporate video in email advertising campaigns. Although the preponderance of available examples included only a static image of the email/video campaign (such as this example from Mitsubishi), the research team was ultimately able to locate several instances of full video from email campaigns after an exhaustive research process. Meanwhile, data regarding the type of video that was included in the email (i.e., video links versus embedded video) was generally unavailable. As such, the selected examples encompass any use of video within email marketing.
Sample of Findings: Toyota of Bowling Green
- Although a complete summary of how ten different companies have effectively leveraged video in their advertising emails is available within this custom Google spreadsheet (link here), a sample of these findings has also been provided directly below.
- Specifically, car dealership Toyota of Bowling Green leverages video content within its personalized emails to customers to increase engagement and drive sales.
- Videos from the email advertising efforts of the automotive franchisee include:
- Happy birthday videos to reengage "orphan customers" — link to video here.
- Thank you videos to follow-up with a prospect — link to video here.
- Proactive sales calls to customers with expiring leases — link to video here.
- Additional details related to how the Toyota franchisee leverages video content in its advertising emails are available through its video platform provider, BombBomb, at this link here.
- Moreover, similar examples from other auto dealerships including World Car Mazda, Orangeville Chrysler LTD, Mike Calvert Toyota, Rohrich Lexus and MacMaster Buick GMC are available at this link here.
Research Strategy
For this research on the use of videos in email marketing, the research team leveraged the most reputable sources of information available in the public domain, including Vidyard, BombBom and IMPACT. Notably, samples of video content within email advertising were extremely limited in the public domain, owing to the fact that most organizations do not report or otherwise display their email advertising efforts across their owned media channels. Moreover, the preponderance of available examples from third-party sources included only a static image of the email/video campaign. However, an exhaustive search of client case studies published by email/video platforms as well as articles on how to incorporate video in email advertising campaigns yielded several instances of full video from email campaigns. In all cases, data regarding the type of video that was included in the email (i.e., video links versus embedded video) was unavailable. As such, the selected examples encompass any use of video within email marketing.