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Using video in your email campaigns will increase your click-through rate, reduce your opt-out rate, and increase overall subscriber engagement. In "Video Demystified: 3 Easy Ways to Make Video For Your Emails" we cover: current trends, client success stories, and how to get started using video in email.
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Video Demystified: 3 Ways to Make Video For Emails
3/4/11
Today’s Presenters
Joe Eldridge Co-‐Founder & VP of Client Success 617-‐966-‐1622 [email protected]
VisibleGains: We help you create and share effecLve business video
Amy Garland MarkeLng Manager 443-‐478-‐2005 [email protected]
Blue Sky Factory: Making you a beSer marketer through effecLve email
3/4/11
Webinar Logistics
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! Today’s webinar will be recorded. You will be emailed a link.
! Please enter your questions on Twitter or in the Questions box. We will answer as many as possible at the end.
! If you have technical difficulties, try logging back in or use a different browser
! The Twitter hashtag for today’s webinar is #videoemail
3/4/11
Agenda
! Webinar (30 min) ! Current Trends with Email & Video ! Ways to Use Email & Video Across the
Customer Lifecycle ! 3 Simple Ways to Get Started
! Q&A (15 min)
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“If email was a country, its 1.4 billion users would make it the
largest in the world.”
“94% of daily email users subscribed to markeAng
messages.”
“Email markeAng provides the highest ROI of any other markeLng channel.”
• $43.62 for every dollar spent (2009)
• $42.08 for every dollar spent (2010 projected)
“Online video is second only to word-‐of-‐mouth for its ability to influence decision makers in every stage of the purchase lifecycle.”
-‐ Video MarkeAng Benchmark 2009
2x-3x email click-through
75% reduction of opt-out rate
Opt-out of email
373% more leads 60% lower acquisition cost
White Paper vs. Video Offer
500 views
An average video on …
50% in 14 days
45 seconds
3/4/11
Quick Poll
What is the biggest challenge you have with your Email Marketing Program?
3/4/11
Consider Your Level of Experience…
Newbie
(0 videos)
Novice
(< 2 videos)
Experienced
(5+ videos, 2+ video types)
Expert
(15+ videos, 2+ departments)
1 2 3 4
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Customer Lifecycle Examples
ACQUIRE
ENGAGE
CONVERT
RETAIN
UP-‐SELL
White Papers & Webinars
Webinar PromoLon
3/4/11
Acquisition Example
Webinar Promotion http://bit.ly/hPdREU
20 – 200 % increase in:
• Open Rate • Click Rate • RegistraLon Rate
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Components of Video Email Campaign
EMAILS LANDING PAGE
View: http://bit.ly/hPdREU View: http://bit.ly/dReOXB
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Interesting Campaign Insights
! Email Insights: ! Video Insights:
Page 17
55 % Played
97 % Completed
! Page Conversion:
51%
Video on Bobom
48 % CTR Increase
8.5 % Reach Increase
3/4/11
Customer Lifecycle Examples
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ACQUIRE
ENGAGE
CONVERT
RETAIN
UP-‐SELL
White Papers & Webinars
Webinar PromoLon
Overviews & TesAmonials
Customer TesLmonial
3/4/11
Engagement Example
• Builds trust with prospects
• Topics can be selected by viewer
• Can be opLmized over Lme with other clips
Customer Testimonial http://clients.visiblegains.com/Get/EHCJzNX3hxI
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Customer Lifecycle Examples
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ACQUIRE
ENGAGE
CONVERT
RETAIN
UP-‐SELL
White Papers & Webinars
Webinar PromoLon
Overviews & TesAmonials
Customer TesLmonial
ConversaAons & Special Offers
Salesperson Follow-‐Up
3/4/11
Conversion Example
• 20 – 60 % increase in getting meetings & closing deals
• 10 – 50 % decrease in sales cycle time
Getting A Meeting http://clients.visiblegains.com/Get/Vk_W2LZQoAo
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Customer Lifecycle Examples
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ACQUIRE
ENGAGE
CONVERT
RETAIN
UP-‐SELL
White Papers & Webinars
Webinar PromoLon
Overviews & TesAmonials
Customer TesLmonial
ConversaAons & Special Offers
Salesperson Follow-‐Up
Newslebers & FAQs
Product How-‐To
3/4/11
Retention Examples
• More content to generate interest in nurturing campaigns
• ConversaLon pieces for sales follow-‐ups
Product How-To http://www.apple.com/support/ipod/tutorials/shuffle.html/
Frequently Asked Question http://blog.visiblegains.com/index.php/can-i-record-you-
getting-approval-and-signing-release-forms/
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Customer Lifecycle Examples
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ACQUIRE
ENGAGE
CONVERT
RETAIN
UP-‐SELL
White Papers & Webinars
Webinar PromoLon
Overviews & TesAmonials
Customer TesLmonial
ConversaAons & Special Offers
Salesperson Follow-‐Up
Product & Service Announcements
New Feature
Newslebers & FAQs
Product How-‐To
3/4/11
Up-Sell Example --- An Opportunity Missed…
25
3/4/11
Quick Poll
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What is the biggest challenge for you with video?
3/4/11
If Necessary, Get Your Feet Wet
AND SEE WHAT YOU LEARN…
GRAB A VIDEO CAMERA…
…GET A CLIP OF SOMETHING FAMILIAR
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Choose an upcoming webinar or sales demo
Look For: • Topics that are Reusable • Content with InteresLng Visuals
• Lead Time of 2-‐4 weeks
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Do Something Simple
INTERVIEW CLIP
VOICE-OVER DIAGRAM(S)
CAPTURE SCREENCAST
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Things to watch out for…
1. Too many cooks 2. Skipping a dry run 3. Audio importance is
underestimated 4. Complex production
techniques 5. Overloaded messaging
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Ways to Learn More…
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blueskyfactory.com/videowebinar
Become a beber marketer.
visiblegains.com/7videoAps
7 Tips for Video Conversion.
3/4/11
A Special Offer From VisibleGains
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! 30 Days Access to Our Software ! Personal Coach to Educate & Support You
! Up to a 90 Second Video for Your Campaign
Free Video Email Campaign As Part of this offer you will get:
3/4/11
Now for some Q & A…
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