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Only For Copywriters That Do Email Campaigns

by max5ty
8 replies
There's a lot of you that do email marketing in this forum...so I thought maybe you'd find this interesting.

I get a ton of emails daily, but haven't had anyone try this idea yet.

The tactic in this test had click through rates 651% higher than the industry average. The campaign was a success.

I thought it was a brilliant idea...and if I got something like this it'd probably be the first time in a long time I actually took some time to see what the heck somebody was trying to peddle.

The latest wave to sweep the copywriting world was video sales letters...yet emails stayed static. They're still text driven. Why? Why not a short video? I'd be curious enough to click play...it'd be up to you to keep my attention after that, but I'd be more interested in watching something interesting than reading some mumbo jumbo crap.

I'm not talking about a link to a video somewhere, I'm talking about a real live video right in the email.

The video could then send the viewer to a website, landing page, etc.

If this isn't new to you I apologize, but haven't seen anything like it in my inbox.

Anyways, here's the story that got my attention. Not endorsing any company because I'm sure with some ingenuity you can come up with your own stuff.

The article is from 2013 but was wondering why the idea hasn't caught on.

Have a look:

Blog | BOLD Worldwide | Advertising Agency for Sports and CPG Brands | Specialists in Content Creation & Production
#campaigns #copywriters #email
  • Profile picture of the author mediasurgeons
    There's usually a reason as to why loads of people aren't doing something, in this case I'd suggest it's a question of time and money.

    It's unlikely we'd ever do what you're suggesting because to have a video built for the purpose of email would require more time investment on the copy, more time investment working with the video guys and then we'd still have to pay them.

    On top of that, you have to take into account where your audience is reading their emails from (in terms of location and device) and while there will always be a few that could watch the video in peace right away, that number would probably be slim thus making it all not worth the hassle.
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    • Profile picture of the author max5ty
      Originally Posted by mediasurgeons View Post

      There's usually a reason as to why loads of people aren't doing something, in this case I'd suggest it's a question of time and money.

      It's unlikely we'd ever do what you're suggesting because to have a video built for the purpose of email would require more time investment on the copy, more time investment working with the video guys and then we'd still have to pay them.
      Most marketing campaigns I've always worked on required money and time.

      If you're suggesting it's not for the newbie that's selling an ebook, I can understand a little bit...but it's not real expensive to do a short video, just some creativity and time.

      What's a little bit of time and money if it gets results way above what you're already getting?

      Better results = more money.
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      • Profile picture of the author mediasurgeons
        Originally Posted by max5ty View Post

        Most marketing campaigns I've always worked on required money and time.
        Obviously, I was referring to additional time and money on top of what is usually involved in writing a winning email campaign.

        Why would it make sense to create a bespoke video purely for email purposes when you could create a video that sends exactly the same message and have it on a landing page that email subscribers can click through too?

        At least with it on the landing page you can use it for additional purposes.

        I don't think we'd collect anymore business by embedding it in the email, at least not enough to justify the additional costs of it.

        The serious buyers on any list should be more than willing to click a link to see sales material.
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        • Profile picture of the author max5ty
          Originally Posted by mediasurgeons View Post

          Obviously, I was referring to additional time and money on top of what is usually involved in writing a winning email campaign.

          Why would it make sense to create a bespoke video purely for email purposes when you could create a video that sends exactly the same message and have it on a landing page that email subscribers can click through too?

          At least with it on the landing page you can use it for additional purposes.

          I don't think we'd collect anymore business by embedding it in the email, at least not enough to justify the additional costs of it.

          The serious buyers on any list should be more than willing to click a link to see sales material.
          Thank you for reading my post.

          Obviously this isn't for you...but thank you for your response.
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          • Profile picture of the author DABK
            I got a few emails with videos embedded. Don't remember for what. I did not watch.

            I opened an email and right away, there was this video where someone was going on about something... There were no controls, so I deleted.

            Another time, there were controls but I just don't have time to sit through a 2 minute video and how do you skim?

            Skimming, I think, would be the big issue.

            Or, else, you have to write some copy to give them the main points. And if you do that, it's defeating the point of replacing words with video, isn't it?
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            • Profile picture of the author max5ty
              Originally Posted by DABK View Post

              I got a few emails with videos embedded. Don't remember for what. I did not watch.

              I opened an email and right away, there was this video where someone was going on about something... There were no controls, so I deleted.

              Another time, there were controls but I just don't have time to sit through a 2 minute video and how do you skim?

              Skimming, I think, would be the big issue.

              Or, else, you have to write some copy to give them the main points. And if you do that, it's defeating the point of replacing words with video, isn't it?
              Videos probably won't work for everyone.

              I'm simply using the statistics from a test where the use of videos were tracked. The results were impressive.

              Seemingly when VSLs first came out there were those who thought they wouldn't work very well. Eventually they became common.

              If you have any data suggesting the use of video in an email is a waste of time I'd like to see it and compare it to the data I linked to.

              Thanks for your response.
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              • Profile picture of the author DABK
                I don't have data. I'm not saying it won't work, except for people like me.

                I'm saying that figuring out the details is, for most, a lot of work. That the work and the extra costs will often exceed what's reasonable in relation to revenue.

                I'm assuming for younger people, since they were born holding an electronic gadgets that had a screen, videos will probably work really well.

                But for Copywriter Doe, to learn all that is required to make them convert well, might not be worth while. Yet.
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            • Profile picture of the author MRMagMark
              Originally Posted by DABK View Post

              I got a few emails with videos embedded. Don't remember for what. I did not watch.

              I opened an email and right away, there was this video where someone was going on about something... There were no controls, so I deleted.

              Another time, there were controls but I just don't have time to sit through a 2 minute video and how do you skim?

              Skimming, I think, would be the big issue.

              Or, else, you have to write some copy to give them the main points. And if you do that, it's defeating the point of replacing words with video, isn't it?
              If you ever come across a VSL (and believe me, they're much, much longer than 2 minutes), and you don't have the time to sit through a 25 - 45 minute presentation, go to the tab with your cursor and do a right-click to close the tab.

              Many pages are set up to ask you the question, "Are you sure you want to leave this page?"

              If you click "no," often the long sales letter will then appear below the video box. Then you can skim to your heart's content.
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