The growth in free, high resolution, online video services has caused marketers to re-examine their reliance on images and text, and look at a new option for online optimization, direct sales marketing, and psychology-based responses.
While video is by no means a marketing method that is in its infancy, it is certainly not an established marketing method like direct sales text, image-driven advertising, etc.
Still, in its short online lifespan, some important advantages have become clear.
As Seamus Walsh said in this interview: “As more and more people find web video to be valuable and entertaining, web video for corporate story telling will continue to expand”.
Email marketers are also increasingly looking at ways to incorporate video in their campaigns. Several studies, such as this one by Implix, have shown that video in email increases click-through rates.
These three advantages to online video, especially online video for email opt-in pages, can help you boost subscriptions and improve your long-term email marketing efforts.
Video draws and retains attention
Images grab the eye, particularly when they play upon page design elements and contrasting colors. Unfortunately, once they have grabbed the eye they have a tendency to let it go without much thought.
Video, however, is quit different. Pages with video built-in to their design have been tested alongside those without, and the change in attention is quite remarkable.
Viewers spend more time on the page, take in much more of the content available, and are significantly more likely to submit their email details for further marketing materials and value-added content.
Video builds trust
There is something about the human face that makes doubt melt away. Perhaps its the warmth of a real smile, or even the close connection that direct eye contact can cause. Whatever the psychological reason, the commercial effects are gold for email marketers.
There is no exaggeration involved in the claim that video can double subscriptions.
With effective online video – this means split testing and long-term analysis – you could see your conversions doubled in a matter of days following implementation.
Video allows you to direct action
Typing ‘enter your email address’ does not do much. People have seen text-based online marketing thousands of times before, and most have fine-tuned their brain to passively ignore it.
Video, on the other hand, is a new technology when it comes to the web. Rather than tuning out video content, users instinctively tune in when they see it in action.
Use the opportunity to give out instructions and call your audience to action. With a simple 1-2-3 step instructional video, your opt-in page can benefit from improved direction and significantly boosted email subscription rates.