Posts Tagged ‘Internet Services – NEC’

Track Exactly Who’s Watching Your Videos in Emails

Video in emailAs online video becomes increasingly popular, the methods you can use to distribute videos are increasing too. From social media channels, blog posts, NFC tags, QR codes; there’s any number of ways to get people to watch your video. Still, there’s something to be said for a good ol’ fashioned email. Despite the flak email gets these days, they’re still wide reaching, completely customizable and easy to automate.

Email marketing platforms already give you a lot of great information about who’s opened your email, who clicked through and who bounced, but what would happen if you could use your email marketing platform to get specific information about how viewers interacted with videos you’ve sent out in emails?

You’d be deafened by the thunderous roar of applause from your sales team, that’s what!

The good news is, if you have a Vidyard video player embedded on your landing page, I’ve got a trick you can use to associate a recipient’s viewing data with their email address.

Associating an individual’s viewing data with their email address allows you to later look them up in your video analytics by email to get a detailed view of what videos they watched and how long they watched for. You’ll be able to see their attention span per video with a heat map. It looks something like this:

email marketing toolWow! Jennifer Pepper sure loved this video! She watched dancing V-bot all the way to the end without any skipping. 

This is the kind of information you’ll want per lead to determine how interested they are in your content. In fact, if you know your lead has watched over 75% of an important piece of content in an email, you’ll know they’re still expressing interest based on attention span and that you’re safe to follow up again.

How can you track engagement in email like this?

The secret lies within a query string that we can use to identify the viewer by their email address. For example, suppose I have a landing page at the following URL:

When I send that as a link in an email, I can add the following query string to the URL.[email protected]

Using the vyemail query string allows me to check the viewer stats for the person with the email address [email protected]

This works great if you’re sending an email link to one person, but your email marketing tool can step in to make this work for a list of recipients.

Most tools have a token that can be used when you’re building the email that represents the recipients’ email addresses. It’s usually referred to as a merge tag. This tag acts as a placeholder in the email, then is replaced with the email address when it’s sent.

As an example, here’s what the URL above would look like in MailChimp:*|EMAIL|*How will this look like in your mail platform?

Here’s some of the others:

PlatformMerge tagSalesforce (custom email template)vyemail={!Contact.Email}vyemail={!Lead.Email}MailChimpvyemail=*|EMAIL|*Constant Contactvyemail=$SUBSCRIBER.EMAIL$ExactTargetvyemail=%%emailaddr%%Marketovyemail={{lead.Email Address}}Emmavyemail=[% member:email default=”email” %]

Give it a try the next time you send out an email with a link to a Vidyard video.

Do you have an email platform that’s not listed? Let us know what the merge tag is you used in the comments!

Tracking engagement like this can alert you to prospects that are particularly interested in your brand because of how much time they spend with your content, or how much they consume in general. If you suspect Sam from Major Company XYZ has been checking out a ton of your content, now you can confirm it! Give it a go.

The post Track Exactly Who’s Watching Your Videos in Emails appeared first on Vidyard.

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How to Build a Strong Brand Through Curated Email Newsletters

Branding is certainly a well-known concept for marketers everywhere. After all, a brand is what makes a business more than a sum of transactions: branding is what makes customers fall in love.

There’s plenty of advice and guidance on the internet to help any company shape their branding strategy. But once you have a branding strategy, how do you implement it in your email marketing? One answer is curated email newsletters. But how can you leverage your email newsletters to build upon your existing brand?

In this post, you’ll learn how you can build a strong brand through curated email newsletters, complete with brand-building principles and tactics that you can immediately put into practice.

Why strong branding matters

In case you need to catch up on the value of branding, here’s a brief overview of what a strong brand looks like, and why you should think about branding. This goes beyond your email newsletters, as your brand affects who you are as a company.

Let’s get caught up on some common definitions of branding:

“Branding is all of the ways you establish an image of your company in your customers’ eyes.” (Shopify)
“Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” (Entrepreneur)
“Your brand is what leaves the lasting impact and influences the crucial decision of whether or not someone will become a long-term customer.” (Leighton Interactive)

To summarize, branding is the impression your company leaves on a customer or potential customer. We see terms like “image,” “symbol,” and “design” mentioned in those definitions, showing how important visual composition is to your branding in addition to your messaging.

So, why is branding so important?

Branding improves recognition, creates trust, supports advertising, builds financial value, inspires employees, and generates new customers. (Deluxe Enterprise Operations)
A strong brand makes your company look bigger, builds loyalty and trust, conveys stability, and makes your business memorable. (Masterful Marketing)
Branding is what makes your company different from the competition and helps you connect with customers emotionally. Building your brand helps you grow your business. (The Branding Journal)

Building your brand, quite simply, moves your business forward. A stronger brand attracts more business.

So how does this pertain to email newsletters? Let’s apply some of these principles to newsletters and continue our mission of building a stronger brand.

Make the experience consistent

Email newsletters have a wide variety of elements in them. Copy, logos, color palettes, images, CTAs, etc. Each element of an email should be approached through a consistent brand strategy.

A consistent design allows your subscribers and customers to know who you are right off the bat. It also helps them know what to expect, and then navigate, read, and interact with your content easier, according to UX Collective. While the first thing that comes to mind might be visuals, this also applies to your creative copywriting as well.

Let’s look at a handful of these pieces and explore what this looks like.


Images convey a lot about your brand. A huge differentiator is between photos and illustrations. While you don’t necessarily need to stick to either one or the other, you should think about how your audience is interacting with your brand at various points, and how images play a part in that.

For example, maybe all your content (i.e. blog, guides, walkthroughs) use illustrations as the header images, but your homepage uses stock photography. That’s awesome—just make sure you’re sticking to that model. Mixing your images, in this case, might confuse a recipient as to whether they’re looking at your blog content or your homepage content, or if it’s content from a different company that you’re presenting.

The newsletter from Apartment Therapy always includes very bright photos with a lot of natural light.

Apartment Therapy – Email Newsletter Images

Similarly, using the same image in both the email newsletter and the page your reader lands on after clicking a CTA will help orient them. Think about if you see a sign to a restaurant. You walk in, but then the sign on the hosting station is entirely different. It’d probably make you wonder if you were in the right place for a moment. The same happens to your readers when they see content in your email newsletter and then experience something totally different when they click through.

Using consistency in images will work to solidify your brand, helping your readers know what to expect and ultimately engage with your content.

Text: copy, tone, fonts

Words carry a lot of meaning. As a marketer, you’re well aware of this. Whether coming up with email copy comes to you easily or not, the words you use should always be passed through your branding guide.

Copywriting is a big deal here. To help people continue their reading from your email newsletter to your content, you should write with the goal of creating a seamless experience. Your newsletter copy should entice the recipient, and continue that story with the same tone and style as they click through to your content.

This email newsletter from MIchael Kors provides the right amount of intrigue to entice a click.

Michael Kors – Email Newsletter Copy

The same is true for font and other styles. Since your objective is to get people to engage with your content, you definitely don’t want them to bounce when they reach the next page. Some studies actually show that improving your email and website fonts or styles can reduce bounce rates by 92%. More eyes on the page mean more engagement, which ultimately creates more customers.

If you’ve ever been on the Airbnb website, you’ll feel right at home when viewing this email. Even down to the fonts and text spacing, this email layout is extremely consistent with their website, making the reader have a seamless experience and know what to expect from Airbnb.

Airbnb – Email Newsletter Copy & Layout


Your email service provider is packed with different email newsletter templates. You may have a robust preferences center with a handful of different types of newsletters for your subscribers to receive. No matter how many newsletters you send, consistency is key.

Single-column, zig-zag, inverted pyramid—all these layout styles can work well with your content when used consistently. But if you send a newsletter one week that has three columns, and then one that has only a single block of content, it can be really confusing to subscribers.

Imagine if you received a slew of emails that had a single piece of content with a single CTA. You’ve been trained by this company to look only at a single item at a time when you’re viewing their emails. Visualize, then, you open a three-column email with tons of images and copy from that same company. In this case, you’re unlikely to scroll down because you’ve never had to scroll before. You’ve been conditioned to engage with that brand’s content a specific way.

This principle can be applied to your various types of email newsletters, announcements, offers, and even your website. The more you train your reader, the easier it will be for them to recognize your brand and digest content.

Make the experience unique

Let your branding shine through. Leverage the quality of your content and the tone your company uses. There are tons of templates to look through online that can spark formatting and design ideas. Think beyond that. Consider what only your company—your brand— can do.

Unique content

What makes your content stand out? Is it the range of topics? The specificity of topics? The perspective you take? Lean into whatever it is that makes your content stand out and highlight that.

In their weekly content email newsletter, Invision does a stellar job in highlighting their content.

Invision – Email Newsletter Content

They lean on great images to highlight their content, and even the format of their email newsletters serve to communicate the message of modern design. These elements serve to showcase their branding and ultimately their product.

Another important part of their branding is wittiness, which shines through in their CTAs. This brings us to the topic of tone.

Tone of voice

Your email newsletters hinge on words. Great images are awesome, and interesting stories are compelling. But the only thing tying your images and stories together are words. JCI Marketing puts it this way:

“Creating a brand for your business is much more than just creating a logo. It involves everything from creating a visual identity, creating your brand’s personality and finding your voice as a business.”

A lot of companies use adjectives to describe their tone of voice. Look at this example from Percolate:

Percolate – Email Newsletter Tone

This is a great place to start. Once you can identify your company’s tone of voice, you can start filtering all your copy through this funnel. From subject lines to headlines, body copy to CTAs, with your brand voice as a guiding light, you’ll not only make sure it’s consistent but identifiable.

Apple is known for their tone of voice—especially when it comes to their marketing materials. Their taglines are often written with a play on words, which is immediately identifiable as Apple messaging. Here’s an example from the iPhone 5 announcement, when the phone changed sizes to be a bit taller than the previous generation.

Creating a tone of voice that is memorable and identifiable by your customers not only makes it easier for them to know what to expect from your email newsletters, but it also adds personality and intrigue to your content. This drives more engagement, more recognition of your brand, and ultimately more sales.

Wrap up

Zeroing in on your brand helps your audience hone in on your email newsletters. By filtering your newsletters through your brand guidelines, you can train your audience on what to expect from your content, and familiarize them with your company. Creating consistent and unique experiences between your email newsletters, website, and other platforms will strengthen your brand, increasing your content engagement and sales.


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How to Streamline Your Video Content Marketing Operation

Just as your blog needs regular updates to build an audience or subscriber base, great video marketing also depends on consistency and frequency. But how do you create great videos time and time again? Well, similar to how you can streamline other content creation initiatives, churning out great videos requires that you learn a particular, scalable workflow.

Whether you’re working on episodic content in a series, or simply creating videos on an as-needed basis, the whole idea of commitment to a regular schedule could be scaring you away – but it shouldn’t! By promising your audience new videos on a regular basis, you can gain a valuable subscriber base who are loyal to your brand and help share your messages.

Although every organization will differ based on resources devoted to video, if you use the following 8 steps as a guide, you’ll be well on your way to becoming a video content marketing machine (it takes some work, but it’s less intimidating with every asset you make!).

Step 1: Plan Your Upcoming Topics and Scope

This muppet has the wrong idea.As you get started with video, it’s easy to think “we’re going to make everything and be amazing for everybody!”. As enthusiastic as this is, it’s unrealistic and you shouldn’t try to boil the ocean (sorry, muppet, that’s a terrible approach).

Instead, get strategic and determine:

What topics will you cover and for whom (Consider if there are competitors in your space doing a particular subject really well. Should you cover a different niche?)What value will your videos deliver to your target (are they primarily educational? Are they pointing to other useful/downloadable assets? Are they intros to people on your team? What’s in your mix and what purpose does each video serve?)Will you deliver repeatable “segments” that audiences can look forward to?

After you’ve decided on the unique purpose you’ll serve and how you’ll do this, make a list of all of the videos you’d like to make in a quarter. Look at what kinds of videos perform well in your industry and consider variations you can do on these topics that pertain to your target audience. If your audience gets their SEO news from a particular source, consider what that site is doing especially well and mimic how they deliver their content. Pick a content hero and study their ways like a jedi; the key is choosing a site that’s not a competitor, but successfully targets the same audience as you. Look to partners in your space!

As an example, if you’re in the business of marketing automation platforms, your video topic list might look like this:

A possible list of topics is a good place to start

As a rule of thumb, if it makes a good blog post, you could probably turn it into an informative short video (or make a video component to add to a blog post!).

Step 2: Build a Realistic Timeframe per Video Project

timeframeAfter topics, you’ll want to consider your scope. In other words:

How many videos can you actually create in a month or a quarter given your other content objectives, budget, and resources?

If you have an in-house videographer, you could be creating a video per week – it just depends on the complexity of that video. A simple, talking-head style interview can be shot and edited within a week, but a complex creative campaign or videos requiring motion graphics will likely take longer. Each videographer will also have a different workflow to be aware of.

Build a list of video types and get your videographer to give you an approximation of how much time a given concept should take (i.e. what’s the production time – including editing – for an animated short versus a live action video?) This will help you when scheduling realistic timelines and  campaigns.

Additionally, implement key learnings as you go. In other words, don’t plan a new video interview series with 10 assets in it, start with just 4 or 5. This lets you to gain experience with producing videos, but it also gives you the opportunity to assess each video’s performance with the resulting engagement data. If your target audience bails ten seconds into all of the videos, take the time to determine if it’s your topic or style of production that isn’t working out and modify future content accordingly.

Step 3: Create an editorial calendar scheduling video releases

Video-content-calendarWhen you know what videos you want to make, and when you can have the assets, map the schedule of video content to an editorial calendar; it can be the same calendar you use to plan your blog. Ensure everyone involved in the video process can see it, and that there’s some buffer time built in for feedback before a video goes live. It might be a good idea to build in pre-production time and post-production into your calendar too. It’s up to you and how granular you want to get.

You could schedule using a combo of Trello and a Google Calendar, or even use content marketing software like Kapost.

Step 4: Coordinate the Extra Assets Needed for Video Campaigns (and Decide Where Videos Will Live)

While you might be uploading videos to YouTube and calling it a day, YouTube alone isn’t a video content strategy and embedding content on your own website with a video marketing platform presents a ton of benefits. Before filming a video, decide where it will live on your site (A video resource hub? Your homepage? In a blog post? On it’s own dedicated landing page?). If creating a content campaign around a high-level asset, be sure to coordinate the following for a successful launch:

The video’s script (and the required approvals)landing page (can be built specifically for the video campaign, or you can use a video resource hub)Social promo images (for Twitter, Facebook, LinkedIn, and retargeting ads, etc.)Email marketing images (for including the video release in your newsletter, or other emails)A custom call to action frame for the end of the videoA custom video thumbnail image

Overall, put some time into how you’ll present the video on your website and how the page where it lives contribute to the video’s overall goals (i.e. lead generation, brand awareness, etc.). For more info on what a dedicated video landing page should include, see this post.

Step 5: Write Your Scripts (or Rough Outlines)

create concise scriptsSome video types might not require scripts, it all depends. If certain product-based B2B videos (like a tour of your platform) require a script, or your announcing something important, etc., you can create a set of structured talking points to guide your on-screen talent. Here’s some quick considerations:

Keep it short! One page of double-spaced bullet points usually creates a video that runs from 60-90 secs, depending the size of type and amount of dialogue. You’re aiming to make videos (for the top of the funnel) that range from 60-90 seconds in length, ideally, as these maintain attention the best in the discovery phase of the buying cycle.For customer testimonials, create rough questions: Instead of classic Q&A for interviews of any kind, ask leading questions like “Tell me about a time when you _____…” – these questions deliver more valuable story-based feedback.Use simple, conversational language – being too jargon-y or complicated is a surefire way to lose your audience right away with video. Always make things clear and concise to maintain attention for longer.Step 6: Book/organize your video shoot logistics

Sometimes creative ideas require filming in different locations, but whether you’re filming in your office or on location based on a story you’re hoping to tell (maybe it’s a customer testimonial in their office), book your location, confirm with your videographer, and look out for things like:

Fans and overhead noise: Sometimes air conditioning or pipes will produce a buzz or humming at your location and can ruin your audio.Windy locations outdoors: You might not even hear the wind at your outdoor shoot, but the mic will pick it up. Adequate Light: is there enough light in the space or should you bring some equipment?Step 7: Edit, Build in Feedback Time, and Define Feedback Rules

Edit videosNot all video projects require a first cut, but it’s often a good idea to get the video edited to a certain ‘presentable-as-is’ point and then solicit some feedback from key stakeholders. Sometimes jokes fall flat, or boring parts of a video emerge and it’s necessary to cut or modify this stuff before your video goes live. Test your video with teammates, and those in your target audience and make final adjustments as needed.

Depending on how far along you are in the process it’s a good idea for your videographer to define the feedback rules in this phase. (I.e. “the story/content is set in stone, we’re just looking for any concerns with audio or song choice at this point in the game, thanks!”).

Step 8: Release, Promote, and Measure!

When you’ve got an approved video asset, build up a beautiful launch email with customer-focused copy and send it to a targeted list. Remember, use an image of the video’s custom thumbnail in the email and redirect viewers to your website or blog post where the video is actually located. Getting folks over to your site (where they’ll encounter more of your strategic video marketing and CTAs) is a key way to drive folks through the funnel.

Promote and MeasureAfter promoting on all relevant social channels and some targeted LinkedIn groups (where your target audience live), start reviewing video analytics to determine your performance. Look at how much time individuals spend on average with a video, and take a look at video data within your CRM contact records to see which leads have watched a certain threshold of video content. If someone’s watched 3 product videos all the way to the end, they might be qualified for a call from your sales team.

Overall, use your resulting video engagement data to determine not only your audience preferences, but which types of videos they actually enjoy watching and which should continue to make up a huge portion of your video strategy. Custom Salesforce reports can even let you know which videos are influencing won deals!

Following these eight steps should set you on the path toward some excellent, regular video releases for your brand. If you have any questions, or want to share some steps you’ve perfected at your company, leave a comment below!

The post How to Streamline Your Video Content Marketing Operation appeared first on Vidyard.

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5 Ways to Update Your Email Lists for Increased Engagement

An engaged email list is a profitable one. When subscribers open, click and share your emails, they are not only more aware of your product, but they’re more likely to buy from you.

What’s the secret to creating an engaged email list? A highly engaged list is achieved through a variety of tactics that work in concert to keep subscribers active and (click) happy.

To help marketers increase engagement, we’ll explore what email engagement is, why it’s important, and provide a list of ways to update your list to spark more engagement.

What is email engagement?

When subscribers interact with your email, they’re engaged.

Email engagement is a way to measure how interested subscribers are in your emails based on how they respond to your message.

Email inbox providers look at read rate, replies, and forwards, to see what kind of response subscribers typically have to your emails. If subscribers are highly engaged, they’ll open, click, and share your email.

Disengaged contacts tend to ignore your emails, delete them without opening, or maybe even report your messages as spam. These are red flags to email inbox providers as they show poor engagement.

Why is email engagement important?

Simply put, engaged subscribers are important to your bottom line. Active, engaged subscribers interact with your brand and product more, which means they’re more likely to buy from you.

In addition, an engaged email list helps you maintain a solid reputation. That’s right—you may not know it, but you have an email reputation to protect. If subscribers ignore you, or worse, report your messages as spam, it hurts your reputation. If it gets too bad, you can wind up blacklisted, which drops your chances of delivering emails to your subscribers. (Curious about blacklists? See how they work.)

5 ways to improve email engagement

Ready to kick your engagement up a notch? Use these five tips:

1. Spring clean your contact list

You spring clean your home once a year, right? Well, your email list should get the same kind of deep clean.

You want an email list that’s full of engaged subscribers who are actually interested in your product or service. Subscribers who aren’t interested aren’t worth keeping around. Yes, that means you may have to delete a few contacts. But how do you know when to delete them?

Campaign Monitor has a whole post on managing disengaged subscribers, but here’s a quick lesson:

If your list is two years old…
Scrap your list and start new. Reputable email service providers won’t let you send to lists that are two years old. Why? Two years is a long time, and there’s no way to know if subscribers are still interested in your emails.

If your list is old and not used consistently…
You need to refresh your list. Segment out subscribers who joined your list in the last year. Run those names through a validation program like Kickbox to eliminate emails that are no longer used. Now, send the group an email and see how it goes.

If subscribers are inactive…
Try to win them back. First, define what an inactive subscriber is for your business, and then start crafting a re-engagement campaign to bring these customers back. And that brings us to our next topic.

2. Send re-engagement campaigns

Disengaged subscribers are still potential customers. Don’t say goodbye to them, re-engage them instead.

Re-engagement campaigns can win back customers, which is actually more cost effective than attracting new ones. Research shows the cost of winning back a subscriber is $28.50 while the cost to acquire a new contact is $55.24, according to Experian.

Start by sending an email that simply says, “We Miss You.” Tell subscribers what they’ve missed, showcase a product, and consider offering a discount as an additional incentive.

Here’s a great example, from Skillshare:


Re-engagement campaigns aren’t a one-and-done effort. Send several re-engagement emails to make sure you identify subscribers who still want to hear from you.

You can even ask subscribers point-blank, “Do you still want to hear from us?” This kind of email, called a confirm opt-in email, typically sends a subscriber to a preference center, where he or she can take control over emails received. Here’s a great example from AutoTrader:

3. Segment your list, and segment it again

With your inactive subscribers handled, it’s time to focus on increasing engagement across the board.

One of the best ways to increase engagement is to segment your email list. Segmenting your email list simply means you divide your list into groups. Each group shares a similar make-up or behavior. You can segment your list by demographics like age or income, or by behavior, like past purchases.

After segmenting your email list, you can send tailored emails to each group.

An online jewelry store, for example, might segment customers into Bracelet Lovers and Necklace Lovers. Each group receives emails that focus on the kind of jewelry they prefer.

Remember though, you can segment groups more than once. The Bracelet Lovers could be split by age too, for example, so subscribers not only see the kind of jewelry they like but now it’s age appropriate too.

The more tailored an email is, the more likely a subscriber is to engage with it.

4. Automate key emails

To keep subscribers engaged, it’s important to send emails in a timely manner. A welcome email, for example, should be sent within hours of signup. However, keeping track of new contacts and sending an email instantly isn’t easy—or is it?

Email automation can help you send emails efficiently, and you don’t even have to be at your computer to do it.

You can set up email triggers that automatically deliver premade emails to specific inboxes.

For example, when a new contact joins your email list, it can serve as a trigger to send a premade welcome email to that specific subscriber. Here’s a great example of an automated welcome email from Campaign Monitor customer, Sephora:


You can also automate other emails. Consider automating a post-purchase receipt when a customer buys something from you or automating an abandoned cart email when a subscriber leaves items in their digital cart.

Timely emails keep subscribers interested in what you have to say and more engaged with your messages overall.

5. Set up a double opt-in process

As you grow your email list, make engagement a priority by setting up a double opt-in process. With double opt-in, subscribers receive an email confirming their subscription after they join your list.

How does this help engagement? It solidifies a subscriber’s interest. A subscriber who signs up and confirms sends a clear signal, “I want your emails.”

Plus, if a subscriber gives you a bogus email address, you’ll know it. Remember, you want a clean email list full of engaged subscribers, so if a new contact gives you an outdated email address, it’s not a good foundation for future engagement.

Wrap up

Building an engaged email list takes time, but with the right efforts, subscribers will interact with your messages more.

As you ramp up engagement efforts, watch your metrics. Keep an eye on opens, clicks, bounces, and unsubscribes. These metrics are good indicators of engagement. High open and click rates signal happy, engaged subscribers, while high bounces and unsubscribes signal disengaged subscribers.

Your metrics, in combination with the tips above, will give you the direction you need to boost email engagement.

The post 5 Ways to Update Your Email Lists for Increased Engagement appeared first on Campaign Monitor.

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Give Your Email Marketing a Video Boost with the Vidyard App for ExactTarget

As a direct line to your customer, email is perfect for communicating with your target market, but it can be pretty static. Templates and witty copy can jazz things up a bit, but the real magic happens when you add video.

Adding video to your email marketing has been known to increase click through rates by up to a staggering 96%, and that’s why, with our latest integration with ExactTarget, we focused on making it even easier for email marketers to grab readers’ attention and turn viewers into customers.

After a lot of hard work and dedication from our terrific team, today we’re really excited to announce that ExactTarget customers can now download the Vidyard app in HubExchange.

Our app enables you to drag and drop compelling visual links to your video content into your email and give your campaigns a boost with an interactive experience.

Add video to email campaigns

After including your link, you can track in-depth analytics on who views your video and how much they watch or re-watch. Also, similar to our app for HootSuite, when you update any of your video content, the changes are reflected across every place the video has been embedded, so you won’t have to worry about stale content in ExactTarget emails campaigns you’ve sent out.

Track individual viewing data

We’re psyched to be able to offer email marketers an integrated way to drive business with video, and we really hope you find the app helpful.

Try it out, send some videos to your mailing lists, tell your brand story, and let us know what you think!

The post Give Your Email Marketing a Video Boost with the Vidyard App for ExactTarget appeared first on Vidyard.

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You’re invited: 6 tips for creating attendance-boosting event emails

You’ve pulled out all the stops and organized a great event. Now how are you going to make it a sellout? Whether you host an open house, webinar or customer appreciation day, the best way to promote your event and invite guests is through email.

According to Eventbrite, event-related emails generated open and clickthrough rates between 25 and 40 percent. Just follow these tips to create an email invitation that’s click- and crowd-worthy.

1. Use a compelling subject line

You need an engaging and compelling subject line to draw your reader in. It’s especially important with an event email because registration depends on getting the recipient to open your invitation. Here are some compelling examples:

“You’re invited to Our Summer Party with a Special Guest” | Whole Foods Market
“Meet us at the LinkedIn Sales and Marketing Roadshow” | LinkedIn Marketing Solutions
“Reserve your seat at the Spring Student Roundtable!” | St. Thomas Graduate Business Admissions
“You’re invited to a party!” | DSW Kids

Remember, a good subject line tells the reader what to expect, offers interesting information and has a sense of urgency that propels the reader to act. Keep the subject line around 40-50 characters so it’s not cut off in a subscriber’s inbox.

2. Be trustworthy

People who click on nondescript email invitations could be inviting trouble in the form of a virus. Earn your readers’ trust by including your logo, company name and brand colors in the email. Using a masthead, as you would in a newsletter, also works well.

3. Give them a reason

You’re throwing an event, which is great, but why? Let readers know what’s in it for them. Will they learn something new? Will they get to make and take something home? Will they get to network with 500 people in their industry? Will they get to meet a new director or talk to someone interesting? Will they get a sneak peek at products or services? State your reasoning and people will want to come.

4. Let them know what to expect

You obviously can’t have an event without a date, time and place. Be sure to include all the necessary information in your email. If you’re throwing a physical event, include the full address of the venue, parking information and the like. If you’re inviting people to a demo, webinar or new service, include full login or sign-up details. Also include a link back to your website, and contact info such as a phone number or email address for your business, so someone can call with questions if need be.

5. Tell them what to do

Every email needs a call to action button that gets noticed and drives people to take the next step. Use an email tool like VerticalResponse to easily create buttons, and direct people to either your sign-up form, your site, a landing page, blog post or even a Facebook events page for more details.

6. Engage with images

Use images to engage your audience’s attention — and keep their attention in the days leading up to the event. Are you having a guest speaker? Feature his or her photo in your invite. Is your event connected to a cause? Use its logo in your email. If you’re hosting a grand opening, include a picture of your new building. If you’re giving a demo or webinar, or introducing a new service, include a snapshot. Or, add a video to build interest and anticipation around your event.

Bonus tactics

In addition to sending your event email, you should also use these tactics to boost sign-ups and ticket sales:

Stay on customers’ radar

People get busy, their inboxes fill up, and they forget to RSVP, so send them at least three email reminders in the weeks leading up to the event. With VerticalResponse’s Email Automation, you can create and automatically send a series of reminders based on customers’ interactions with your emails. For example, resend the invite to people who haven’t opened or clicked your email. Or, remind those who have opened your email but haven’t submitted their RSVP to do so before time runs out. Create a sense of urgency with phrases such as, “We’ve only got X spots left!” or “Ticket prices are going up tomorrow!” The day before the event, send one last email to recap important information like what to bring, where to park and a map to the location.

Email past participants first, and offer them a discount

If this is a recurring event, reward past participants by emailing them first and offering them a discount.

Offer early bird and regular pricing

If your event comes with a cost, offer two pricing options: Early bird and regular. Reward people who jump on the opportunity early.

You’ve invested so much time, effort and money to plan a fantastic event: Can you really afford a low turnout? Aim to fill every seat with attendance-boosting email invitations.

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Editor’s note: This post was originally published in February 2015. It has been revamped and updated for accuracy and relevance.

© 2018, Contributing Author. All rights reserved.

The post You’re invited: 6 tips for creating attendance-boosting event emails appeared first on VerticalResponse Blog.

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Check out our new look

Things look a little different here at VerticalResponse. We’re excited to announce that we’ve updated the app’s interface and design to make email marketing even faster and easier than before. Here are a few of the exciting changes:

Cleaner interface

We’ve streamlined the app’s interface, so you can quickly locate the tools you need to manage your contacts:

Cleaner interface on messages screen

New action bar

Ready to create an email campaign, social post, Landing Page or Email Automation? Getting started will be simple with the blue action bar. Everything you need to kick off your next project will now be found at the top of the page:

New action bar

(One slight functional change in the new interface is that in the top menu above the blue action bar, “Leads” have been replaced by Forms. Click on Forms to create Pop Ups.)

Updated look

VerticalResponse retains the same functionality you’re familiar with, but with a sleek, modern look:

Segment screen cleaner interface

Log in to your VerticalResponse account and check out the changes!

Build, send and track emails that look great on any deviceVerticalResponse gives you the tools to build powerful campaigns in minutes, leaving you more time to spend with customers.

© 2018, Amber Humphrey. All rights reserved.

The post Check out our new look appeared first on VerticalResponse Blog.

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