Rehumanize Your Business

CHAPTER 10How to Get More Opens, Plays, and Replies

Sending video tends to yield better results than sending plain text. But it's not automatic or guaranteed. A little thought, intention, and care goes a long way toward better outcomes. In this chapter, we'll explore the leading causes of poor email results and best practices to get more emails opened, to get more videos played, and to achieve your desired outcome more often. If some of the language sounds too deeply rooted in sales or marketing, know that these principles and practices can be used in any context.

TOP REASONS FOR VIDEO EMAIL UNDERPERFORMANCE

If you put email on autopilot, pushed the “set it and forget it button,” let other people write your emails, let machines shoot them out, and just sat back waiting for replies, you may have made a costly mistake. According to recent research from the Relevancy Group and One Spot, email marketing's contribution to company revenue is up two percentage points to 20%, more than 10% growth year to year. Open rates and click rates are also up two points each, to 27% and 16%, respectively. And among companies using personalization, conversion rates increase 6% and average order value increases 5%.¹ Because millennials use email more than any other generation, this trend will continue.

Whether you're looking to directly drive revenue or trying to communicate more effectively, a little effort can make a big difference. Before sharing specific strategies to increase email opens, ...