When it comes to the holiday season, everyone has their favorite movie to watch. I’ve always loved watching The Christmas Story or National Lampoon’s Christmas Vacation between trips from the couch to the kitchen, getting more homemade goodies to eat between breaks. Many family members and close friends live around the nation; so we’ve made it a priority to FaceTime each other during the holidays. And football is always on.
Watching a screen during the holidays is a big part of my vacation experience. I probably spend a decent percentage of my time with loved ones, eating and watching all sorts of different holiday shows and events. The house fills with multiple smartphones, tablets, laptops, and televisions — all day. No other marketing medium can communicate as effectively as video across all of these devices.
So, why then do email marketers not take more advantage of adding a video to an email during the holiday season? Seems like a no-brainer. Most marketers seem to shy away from a video saying, "I don’t have time to create professional video” or “It’s too difficult to segment media types for each email client.” Those are fair arguments, but they don’t take into account the effects of adding video to their emails on the back side.
Video is producing amazing results:
- Almost 50% of internet users look for videos related to a product or service before visiting a store. (Google, 2016)
- Shoppers who view video are 1.81 times more likely to purchase than non-viewers.(Animoto, 2015)
- Marketers who use video grow revenue 49% faster than non-video users.(Aberdeen, 2015)
- 51.9% of marketing professionals worldwide name video as the type of content with the best ROI. (Adobe, 2015)
Much like adding Instagram into email content, embedding a video for display in the inbox can be much easier than in years past using the right tools. Real-time email technology can assist in identifying the email client as the email opens and delivers the appropriate media for each device. The marketer creates and uploads a single video, and the technology covers the work of identifying each email client’s video acceptance for the best possible experience. This technology isn’t a silver bullet to email success, but combining video with the customer’s known appetite recognition for a company’s products should bring return-on-investment much greater than the expense to create the video.
Video Can Be InexpensivePlus, video creation can happen with something as common as a smartphone. Videographers can bring a lot to the table in regards to video production, but those types of budgets are not always readily available. Get creative with inexpensive tools with high-definition camera quality; customers love watching a more personal video. Animoto used a wonderfully personal video in email to wish everyone a Happy Holidays in 2015.
Video in Email BenefitsEmbedding a video into an email with contextual technology can have a notable difference in an email campaign’s success metrics. People engage video much more frequently than traditional static HTML content, for longer periods of time as well.
Using video in email has been known to:
- Boost open rates by 19%.
- Boost click-through rates by 65%.
- Reduce unsubscribes by 26%.
It is not too late to send a video email to your email subscribers this holiday season. Engage your customers with a video about a year end sale or deliver season greetings in the most personal way possible. If you need some inspiration and want to see the most creative looks in the industry, then download the LookBook 2015 today.
Do not be afraid to send out your first holiday email; you will probably be very happy with the results!
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