Truth: Video and audio files can boost click-through rates.
MediaSauce was launched in 2002 as a one-man agency. Today, it has 35 employees and its revenue has consistently grown more than 200% year over year. The surprising part is that the company did this without spending a dime on traditional advertising. Instead, it exclusively used rich media-enabled e-mail campaigns in conjunction with ExactTarget’s e-mail technology to garner prospects and help turn them into customers.
Research bears out MediaSauce’s experience: Research firm Dynamic Logic found that ads using audio and video achieve greater brand awareness than other formats by 10 percentage points.
Lie: People won’t click through for video.
Try to send someone a Flash animation or downloadable video clip. The majority of e-mail clients can’t handle Flash, and the majority of corporate e-mail servers strip out or disable executable files. MediaSauce avoids problems by creating a simple, text-based e-mail that clearly spells out what’s behind the clicks—an engaging video-based message. The video resides on a landing page, so prospects never have to download anything. They do have to click through, though, and overwhelmingly, they are.
For example, in the fall MediaSauce used a video invitation for an event, a party celebrating its move into new space. The invitation, which went out to clients and prospects, Leffler said, was a simple e-mail containing a photo of the CEO and a link to the animation- and audio-driven message. The message had a 68.1% open rate and a 44.9% click-through rate. Even more impressive, it had a 25% conversion rate. A reminder video, which was sent right before the event, garnered a 62.7% open rate and 34.2% click-through rate, Leffler said.
“The promise of video makes an e-mail fun and engaging,” he said. “It humanizes and personalizes a communication that would otherwise be a bunch of boring text. A Wall Street Journal poll found that 99.7% of all C-level executives have broadband access. We’re delivering media that capitalizes on that technology.”