A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

Ovation Marketing just wrapped up a 2007 quarterly business-to-consumer e-newsletter campaign for one of its clients. Each issue of the newsletter contained a feature video, useful tips, and downloadable PDFs on how customers can save money on their bill. Consistently, the feature video generated the majority of click-throughs across the campaign ranging from 14-16% of total clicks. Below is a chart highlighting key statistics for this successful campaign. According to MarketingSherpa's 2008 Email Marketing Benchmark Survey, the majority (48%) of B-to-C e-newsletters generate click-through rates of 5% or less with 22% achieving a 5.1 – 10% click-through rate.

One of the interesting stats from the winter issue is that it had the highest click-to-open ratio. The click-to-open ratio can be thought of as “of the number of people who actually opened the e-mail, how many did something with it” (i.e. how engaged were they?). The winter e-mail also had the highest total number of people clicking, 30% more than the second highest (summer) issue. Once again, the video drove the majority of click-throughs, with the winter video having the highest click rate for the entire campaign. Videos are especially effective if you’re trying to encourage customers to make a significant investment, as they typically seek a higher level of involvement or engagement with your product or service before making a decision.

As you’re considering ways to engage your e-mail recipients and Website visitors this year, videos can be very effective in making that one-to-one connection with your prospects and customers.