If I had to choose one bit of advice for retailers, its to add online video to your email marketing this holiday.
Linking to video doubles click through rate
When not linking to video his click through rate is between 20-27% - the 2 low dips. When linking to online video its consistently between 51-65%.
When I design Michael’s newsletters, I always include a screenshot of a video player like in these 5 examples.
Click through rates are still over 50% a year later.
The videos are filmed by a sales assistant, then directly uploaded to YouTube without editing or music.
“Video can really ease a customer’s fears, uncertainties and doubts about a product when they can see a 360 degree view or see it in use. Retailers that embrace it early will have an advantage over those who don’t” - Linda Bustos of Get Elastic
Get some polish
I did encourage my clients to do their own filming. Most of them told me they were too busy, or technically challenged. So plan B is to contact a local video production company!
A client just introduced me to Kendall Rhodes, founder of Spin and Stir Media. Kendall runs an internet video production company. Her many clients include Lisa Kline, J Brand and Busy Bees. If you’re in the LA neighbourhood, check them out.
They can work on a script with you, shoot at your place of business, arrange for a host or a model, edit your video and distribute it online - all at an affordable price.
Below is one of their videos,”How To: Quick And Easy Updos” filmed at the byu-ti salon.
If your not local try Studio Now, they’re a community of freelance video/movie editors in the US.
Send a video email
Once your video is online - use YouTube if you don’t have a website - link to it in a video email like the one below.
Make your creative a graphic of a video player, add in a still image with a play icon.
5 Standout Video Emails 5 examples of video emails (retailers)
8 Web Friendly Camcorders Starting at $150 up to $6,000
6 Free YouTube Backgrounds Brand your YouTube channel