On the 11th March our client sent out their first set of email templates with video promoting their ‘Big Event’ starting on the 14th March. Within this email, we recommended using a short video (https://youneekproductions.co.uk/event-introduction/) in the email template that would essentially share the same information that the email would, but would hopefully encourage increased click throughs and interaction. The Video was filmed by us and was in a simple setting with relevant background details and positive salesman speaking. The emails were sent out on the 11th and 14th March. The results found from this are below:
Over the course of the week it generated:
- 653 pageviews
- 486 unique pageviews
- 2.11 minutes average page duration
- 3.68% of total traffic
All of these visits can be considered as New Visits. As without this email or page, the visit would not have been made. The stats from the email are below:
|Email SENT||Email OPENED||Email CLICKS|
|With Video||Last Friday||20.65%||10.05%|
|With Video||Last Friday||22.32%||9.34%|
|With Video||Last Friday||19.53%||9.46%|
|With Video||Last Friday||21.30%||10.05%|
|With Video||Last Friday||19.50%||12.01%|
|With Video||Last Friday||21.66%||11.04%|
|With Video||A Week Ago||23.82%||16.94%|
|With Video||A Week Ago||22.29%||17.61%|
|With Video||A Week Ago||28.21%||16.67%|
|With Video||A Week Ago||23.69%||17.17%|
|With Video||A Week Ago||21.86%||15.40%|
|With Video||A Week Ago||26.30%||19.33%|
The video was placed in a prominent place in the email template and clearly enticed people to click and watch on the website. This also then gets customers onto the website, which of course is another big aim. In comparison there are a lot of differences. All positive though. The email template with has a substantially larger click through rate than without. We weren’t aiming to improve the open rate, but with this already good and similar for both sets of data, it was important for the click through rate to increase with a video.
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The click through rate stats shown are very high, and should set an example for future email campaigns. No matter how interesting the copy might be, some people will just not read it. Give them something interesting to do, let them watch a short video and learn about it that way. It’s a whole lot less boring than reading 3 paragraphs that aren’t sinking in.
What this tells us?
We think it’s quite obvious what these results tell us. Put a short, simple video on your email templates. It doesn’t have to be for all of them. Campaigns for Big Events are great, and probably ones that you are sending to large databases. As these stats show us, it improves click throughs, visits to website, activity on website and event awareness.
Think an email template with video is what your Business needs? Please contact us if you want us to do this for you and provide the same results as Now Vauxhall have received.