Personalization helps Act-On, Cetera Financial Group, Lenovo and Tradeshift get – and preserve – viewers consideration in crowded electronic mail inboxes
KITCHENER, Ontario – February 22, 2016 – Getting your viewers to concentrate to advertising emails is troublesome in this period of crowded inboxes, however companies together with Act-On, Cetera Financial Group, Lenovo and Tradeshift are standing out from the group by utilizing personalised video from Vidyard, the video platform that helps companies flip viewers into clients.
By utilizing personalised movies inside electronic mail and content material advertising campaigns:
- Act-On elevated video engagement by 182 % and time-on-page by 62 %
- Cetera Financial Group noticed a 600-percent improve in electronic mail click-through charges
- Lenovo boosted click-through charges by four.5 occasions and open charges by 400 % whereas re-engaging chilly, unresponsive leads inside their funnel
- Tradeshift elevated web page views by 231 %
In a current vacation electronic mail marketing campaign, PC maker Lenovo greater than quadrupled click-through charges in comparison with earlier campaigns. Even extra spectacular: in a marketing campaign to contact inactive recipients – individuals who hadn’t responded to the corporate in greater than six months – 5 occasions as many individuals opened the personalised video emails in contrast to those who weren’t personalised.
“We expected personalized video to improve the results, but we were amazed by how effective it was,” mentioned Michael Ballard, senior supervisor for digital advertising at Lenovo. “Personalization makes a huge difference for getting noticed in a crowded market.”
Business customers despatched and obtained on common 121 emails a day in 2014, and that’s anticipated to develop to 140 emails a day by 2018. As a lot as entrepreneurs depend on electronic mail to succeed in their audiences, electronic mail campaigns don’t have a excessive success fee. Just 18 % of promoting emails get opened, and recipients solely click on via 2 % of them.
Personalized movies are personalized to every particular person recipient by seamlessly weaving distinctive details about them or their firm proper into the video. That might be one thing so simple as that includes their identify, firm identify or job title at completely different factors all through a video or a picture like an organization emblem or an image of their web site. In addition to personalizing the video itself, every recipient receives a customized thumbnail picture to drive larger engagement.
“Today’s marketers and sales teams face stiff competition for their audiences’ limited attention span,” mentioned Michael Litt, CEO and co-founder of Vidyard. “Video by itself helps their messages get noticed. Personalized video compels action. It gets people to watch, keeps them watching longer and creates a memorable experience that builds brand affinity.”
For advertising automation supplier Act-On, personalizing its movies resulted in extra recipients truly viewing the content material. Nearly twice as many individuals watched Act-On’s whole personalised video than usually watched different movies of comparable size. Those viewers additionally spent 62 % extra time than common on Act-On’s marketing campaign touchdown web page.
“Our customer success team is in love with it,” mentioned Linda West, director of digital advertising for Act-On. “Personalization helped lead to more conversions on our email campaign, but it also kept them engaged longer with the message we were trying to deliver, which is what really matters.”
Tradeshift, the main world provider collaboration platform, noticed its click-through fee improve by an element of 10 for its personalised 2015 vacation marketing campaign, as in comparison with an identical marketing campaign in the earlier 12 months that didn’t characteristic personalization. In flip, it led to a 231-percent bounce in web page views and an 88-percent improve in e-book downloads over the earlier marketing campaign.
“The results we have seen with Vidyard’s personalization capabilities have been remarkable,” mentioned Denica Stoyanova, head of digital advertising and advertising operations at Tradeshift. “We understood it would have a positive impact on our engagement metrics, but the actual outcome was astonishing.”
Cetera Financial Group makes use of video content material to seize the curiosity of recent prospects and improve engagement in their lead nurturing applications. The wealthy video analytics present new insights into buyer habits and their curiosity in Cetera’s providers. During a current electronic mail marketing campaign that includes personalised movies, Cetera noticed a 600-percent improve in electronic mail click-through charges.
“Besides the phenomenal metrics associated with personalized video, the technology is a real ‘surprise and delight’ for our customers that shows a level of sophistication associated with our brand,” mentioned Eric Hansen, director of demand era at Cetera Financial Group. “When you receive an email from a customer thanking you for making a video just for them, you know you’ve made a lasting impression.”
As with different Vidyard video choices, Personalized Video integrates with main advertising automation and CRM options together with Salesforce, Marketo, Oracle Marketing Cloud and Act-On. Marketing and gross sales groups can simply observe second-by-second video engagement knowledge for every prospect and buyer to enhance lead scoring, segmentation and buyer insights. Sales groups can generate personalised movies for focused prospects and clients with the press of a button from proper inside Salesforce.
To be taught extra about Vidyard’s Personalized Video, go to right here: https://www.vidyard.com/marketing/personalized-video/
Vidyard (Twitter: @Vidyard) is the business’s main video advertising platform that helps entrepreneurs drive outcomes and ROI with on-line video content material. With Vidyard, clients can add video to their web sites in minutes, get real-time analytics, syndicate video to social networks and YouTube, create calls to motion, optimize search engine hits, seize leads, and model their participant skins all from one place. Vidyard integrates with key advertising automation and CRM instruments to ship user-level video engagement knowledge, turning views into gross sales.
Phone: (281) 543-0669