Alex Hochberger

One of the most important metrics for successful email campaigns in the click to open rate. Getting messages into the inbox is important, but you still need to get the recipient to open the email and then take action based upon it. The use of useful images has always generated a higher click rate, but now studies are showing that using video triples the click through rate of email campaigns.

Implix recommended that to embed video, include a thumbnail in the email with a clear play button, which invites people to click over to the website to view the video.

Consumer Branding companies appear to be wising up that the Internet can be used for more than CPC/CPA deals for Internet dealers.  Not only can you do CPM advertising deals to promote your brand like you did on television, but interactive media helps you engage your customer base.

Look at, PULL-UPS The Potty Project, with a reality TV type approach showing 6 families potty training.  This follows their viral success of the Potty Dance, where families could send in their videos of the Potty Dance for a competition.  They received 75 entries and over 600,000 viewers… not bad for a brand whose primary process if keeping the child from peeing over the house.

Using Social Media, companies are finding a large click rate despite not incentivizing the offers.  In part because of the newness, social media interactions aren’t seen as intrusive the way email marketing has become.