The other day I saw this item claiming that “marketers using video in email have increased their click-through and conversion rates, and are generating forty percent higher monthly revenue than those that do not use video.”

40% higher revenue. Sounded like the usual vendor study designed to generate business leads. It was actually simply a survey of online marketers, whose claims were aggregated to yield the 40% average. You can download here.

No case study data. But the experience of these online marketers certainly suggests benefits that online fundraisers should consider and test for yourselves — increased click throughs, increased time spent with the message, more sharing and forwarding, increased conversion rates, more dollars generated.

Probably wise to take vendor studies like this with a grain of salt. But also wise to test video in your email.

Interestingly, the reason most marketers gave for not trying video was simply lack of appropriate content.

Now we fundraisers can be more creative than that, can’t we?!

Tom

 

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