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Embedding videos in email can either help to gain your audience’s attention or it can cause deliverability problems. This post is about how a marketer increased their conversion rate more than 50% by embedding video in email.
A UK company, Haven Holidays, were experiencing a plateau in email campaign conversion rates. So Carolyn Jacquest, Online Marketing Executive for Haven Holidays, and her team “wanted something new and exciting that would bring the Haven experience to life”. They decided to improve conversion rates by embedding a video in the body of their email campaign message – something frowned upon by many email marketers.
The Haven Holiday’s concept was inspired by data found in MarketingSherpa’s Email Benchmark Guide 2008 which says that online consumers react positively to video, which achieves almost twice the clickthrough rates of static images. Haven Holidays’s email service provider convinced Jacquest and her team that an embedded video can be delivered successfully and will catch people’s attention
Here is a summary of the 5 steps taken by Haven Holiday, as laid out by Santhana Naidu, at Marketing Analytics:
For the Holiday Haven team, embedding a video in emails worked! The Easter campaign experienced a 3.38% conversion rate which was 50.2% higher than prior non-video campaigns and their email campaign had a deliverability rate of 96%! They were not able to track how many of the buyers viewed the email in the body or on the web page but they were still happy with the increase in conversion. This proves that video in the body of a message can work. The subject line containing the work “video” experienced a higher clickthrough this indicates that people are interested in video.