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We hope you enjoy reading our insights about the evolution of email and how

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Interactive Email: Why you need it and how to incorporate it in emails [WEBINAR]

Posted by apadmin on October 22, 2012


ActivePath CEO, Jeff Kupietzky, presented a Vertical Response webinar last week on Interactive Email, and judging by the excellent turnout and enthusiastic Q&A session at the end, clearly email marketers are catching on to the next big thing in email marketing: Interactivity.

In his presentation, Jeff ran through some facts and figures reinforcing the power of email as the #1 preferred marketing communication channel and the astounding impact of video on email performance, leading in nicely to the crux of the matter:
Email is ripe for innovation, and enabling interactivity, namely video, is the way to start.

Read more →

Posted in Email Innovation, Email Marketing, Interactive Email Tagged , , ,

Video advertising in email now possible thanks to ActiveMail

Posted by apadmin on October 16, 2012

Although display advertising in Email is not a new concept, the vast majority of brands still aren’t taking advantage of their email newsletter real estate as an additional revenue source.

Shame, because an active email subscriber is among the most engaged of all online users, so it follows that ads inside emails would perform much as a result of such a targeted placement.

But despite the fact that most online brands have been slow to recognize that their marketing emails are in fact an additional advertising channel, digital advertising has continued to evolve everywhere else on the web.

Digital video advertising is now growing strongly with Forrester predicting that U.S. online video ad spend will reach $5.4 billion by 2016 (from $2.0 billion in 2011).

 

In fact, well-made video ads now have the potential to go viral, which means that unlike regular display ads, they have a much higher entertainment value and can earn their brands appeal on a mass scale.

“But what does video advertising have to do with email?” I hear you ask, followed by “video doesn’t work inside email anyway”. Well if you’d said that about a year ago, you’d have been more or less right, but not anymore.
Read more →

Posted in Email Innovation, Email Marketing, Email News, Video Email Tagged , ,

Why marketers should use “true” video in email

Posted by apadmin on September 10, 2012


According to comScore’s recently released July 2012 U.S. Online Video Rankings, 85.5 percent of the U.S. Internet audience viewed online video in July. That’s a record of more than 184 million U.S. Internet users who watched 36.9 billion online content videos.

And it’s not just consumer audiences going nuts over video. A Social Media Examiner survey of 3,800 marketers found that a full 76% named YouTube and video marketing as their top areas of investment in 2012. That’s because, thanks to their engaging nature, videos are great for promoting everything from products, to webinars, to events and much more.

Even business executives are succumbing to the power of video. According to a Forbes Insights study, more and more executives are embracing the “Non-Text Web” and are now just as inclined to take action based on viewing a video than they would be based on reading an article.

The power of video is so bewitching, that according to Experian’s 2012 Digital Marketer Benchmark and Trend Report, simply including the word “video” in an email’s subject line saw an increase of 7%-13% in overall click-thru rates in 2011, and embedding a video in an email itself generated an average conversion rate (CVR) that was 21% higher than emails containing a static image alone.

Put all of these resounding stats together and you have a pretty clear message: Video is a must-have element in today’s marketing content mix, whether you’re targeting B2C of B2B audiences, and since email is still the #1 preferred marketing communication channel, it makes perfect sense to use the two together to create killer user-engagement.

Using video in your emails could increase CTR by as much as 67%, so if you’re not already using video in your marketing initiatives, you might want to re-think your strategy if you want to compete with those who are.

But is all ‘video in email’ truly video in email? Apparently not.
Read more →

Posted in Activate Email, Email Innovation, Email Marketing, Interactive Email, Video Email Tagged , , , , ,

Not just social media: 3 ways visual storytelling applies to email marketing

Posted by apadmin on September 6, 2012

Storytelling has always played an essential role in human communication, and for marketers, it’s is the key to relaying your brand or product’s message in an engaging, empathetic and memorable way.

This month, Hubspot shared a new infographic – Storytelling One Frame at a Time – a compilation by M Booth and Simply Measured that proves once again that “imagery rules across social media.” The two agencies combined behavioral data around visual content occurring on social media platforms, with research on engagement along with sharing habits on the top 10 brand pages on Facebook.

While the idea that ‘imagery is king’ on social media isn’t shocking, the numbers are still very impressive. Here’s a sample of the findings:

  • On Facebook, users share videos 12 times more than links and text posts combined, while photos are liked twice as much as text posts.
  • When Instagram released its Android app in April 2012, it gained 10 million users in ten days, reaching 40 million users total and on pace to beat Facebook in less time.
  • Every week, over 100 million users take a social action on YouTube.

But the visual storytelling rules don’t only benefit social media platforms; plenty of these principles apply to email marketing, as well. For ActiveMail audiences, the benefits become even more easily obtainable:
Read more →

Posted in Email Marketing Tagged , , ,
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