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Why You Should Be Thinking Video in Your Email Marketing

By Joe Pulizzi | Published: July 22, 2009

Video_newsletters This recent Forrester study caught my eye – that incorporating video into email can increase click-through rates two-to-three times (full report here from Forrester for $749).

To find out more, I called my colleague (and customer) Todd Smart from VideoNewsletters.com. Todd confirmed that click-through rates are indeed significantly higher with video newsletters – but, warned me on the following:

  • The quality of the video DOES matter.
  • Like with any other content marketing vehicle, the video must be valuable, relevant and compelling – stay away from the sales pitches.  Make sure the content is of great value to your target customer.  Tell the story.
  • Audience development/list management is critical.
  • A good video without surrounding design elements that engage won't deliver expected results.

Todd was kind enough to share his Video eBook about video newsletters with Junta42.  I liked it so much, I asked if he would let me share it with you. 

You can download Todd's Video Newsletter ebook (a $50 value) for free using code Junta42.  Just click the dowload button, then enter in the Junta42 code.  Thanks Todd!

Couple notes…it is a VERY large file, so be patient.  Also, it's a gated form, so you'll have to give your name and email address.  I think you'll find it's worth your time. 

Let me know what you think.


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  • http://www.sales-lead-insights.com Mac McIntosh

    Thanks for the useful post and for asking your client Todd to share his Video E-book.
    Can you please ask Todd if it is true that there are sometimes delivery problems with video emails?
    I’ve been told that the scripts that start the videos can be spam filter triggers.
    I’ve also seen that Outlook and some other email systems used by businesses disable the scripts making the email that does get past a spam filter appear as a blank with maybe a link that needs to be clicked in order to be able to view the video, which probably reduces views significantly.
    If one or both of these issues are sometimes true, what are the best practices to get video email through the spam filters and to display right in Outlook, etc.?

  • http://www.wrightplacetv.com Dr Wright

    video newsletters are a good idea, however, there are still many people who will not be able to see it. Having video plus plain text works, some people are trying to do video instead of plain text.
    Dr. Letitia Wright
    The Wright Place TV Show
    http://wrightplacetv.com
    http://www.twitter.com/drwright1

  • james8888

    Hmmm, those sound like good ideas. Thanks for sharing this! I think personally I’d also make sure the videos I include are posted online in multiple places, allowing the possibility for greater exposure at zero cost and just a little time. But just because you post your video on YouTube, Veoh, DailyMotion, AdWido, and Vimeo doesn’t mean you’re going to get anywhere if people aren’t going to want to talk about your video, so making the best video you can is the first priority.

  • http://www.vid3omail.com Ferdy

    Guys,
    I will soon launch Vid3oMail.com. Check this out and let me know what you think?
    Send a video mail at http://www.vid3omail.com
    Cheers
    Ferdy