Then read this excellent case study provided by Marketing Sherpa. But you must read by June 24 unless you’re a subscriber.

In this example, a travel destination raised its conversion rates on marketing emails by 50% by embedding a brief video that automatically played when the email was opened.

If you missed the deadline, here’s the bottomline: Test everything in advance.

They tested:

  • The video content itself (what was most compelling?)
  • The optimal video length (from the perspective of being accepted by the filters of the major email clients)
  • Email subject lines (putting the word "video" in the subject line performed best.

I wonder how many online marketers in the nonprofit space are this meticulous?


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