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Expert praises use of video productions in emails Innovation can lead to more successful email marketing campaigns, says expert.
Using innovative new approaches in email marketing, such as video productions, is a good way to win over consumers, it has been claimed.
Writing for Marketing Week, the magazine's editor Russell Parsons argues that consumers are being irked by a plethora of lazy and uncreative email marketing campaigns.
He highlights research by TNS Omnibus on behalf of Kognitio which found that 52 per cent of consumers treat legitimate marketing emails the same as spam.
However, introducing additional media and other new tactics can remedy this, he says.
Mr Parsons uses the example of a recent press release he received regarding a marketing campaign by Experian CheetahMail on behalf of HMV.
He writes: "The press release trumpeted the fact it had 'integrated streaming video' into HMV's email campaigns. As technologically impressive as that no doubt is, what perhaps more was interesting to marketers is the fact that Experian claims that said innovation tripled click through rates."
According to the 2010 Video Email Marketing Survey and Industry Trends Report from the Web Video Marketing Council, seven in ten US marketers said they were using some type of online video production in their digital marketing campaigns.
Posted by Liam Wallace
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