First it was just plain old text e-mails, then graphic-rich e-mails using HTML. Now it’s video-based e-mail.
Vendaria Inc., a provider of streaming video solutions for sales, marketing and merchandising, and iEntry, a provider of business-to-business search engines and the publisher of e-business focused e-mail newsletters, released the results of their first video-mail marketing campaign.
Vendaria and iEntry partnered to evaluate the effectiveness of Vendaria's streaming video delivery platform in increasing the effectiveness of iEntry's e-mail-marketing campaigns. The companies report that the Envision Video Mail platform increased click through rates almost 28% over a control group.
The partnership between iEntry and Vendaria measured the benefits of including streaming video as part of an e-mail-marketing campaign by sending e-mail messages to two user groups. The first group received a personalized HTML newsletter without the Vendaria Envision Video Mail component, and the second received the e-mail message with a short video embedded into the content. The second group's click-through rates after watching the video were 27.7% higher than the group that didn't receive video.
"The iEntry partnership allowed us to statistically validate the benefits of our video e-mail platform when used as an integral part of a targeted marketing campaign," said Scott Ferris, president and CEO of Vendaria. "Because of the inability of static pictures and text to engage a consumer, iEntry's use of streaming video in e-mail-marketing campaigns gives them an advantage over their competitors."
In another piece of news about e-mail videos, DoubleClick Inc., a digital marketing solutions company, and Radical Communication Inc., which provides interactive messaging, have entered into a partnership to deliver rich media and interactive email. Radical Communication's patent-pending, interactive e-mail platform enables the delivery of streaming audio and video directly into the body of an e-mail. "More and more e-mail customers are looking to incorporate rich media technology into their e-mail marketing campaigns," said Nancy Joyce, general manager, e-mail list services for DoubleClick. "Through this partnership, we are able to provide marketers with expanded e-mail functionality."
The companies says RadicalMail does not require the recipient to launch a web browser, download or install any executable files, or have any preinstalled media players or plug-ins. The interactive e-mail technology also allows for secure data collection in the body of the message, enabling seamless e-commerce transactions and closing the distance from impression to conversion, the companies report. "We're excited that DoubleClick has chosen to integrate our technology into their product offering," said Bruce Stein, Radical Communication's chairman and CEO. "Together, we are engaging consumers across the spectrum of Internet applications."
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