4 Things That Will Make The Most Of Your Personalised Video Campaign
1. Make an awesome template video
Well-made video sells. No matter how much personalisation you add to a bad video, it will still be bad! Make sure your template video for personalisation is of a good quality and is engaging and appealing to viewers. We recommend keeping the video between 45sec-1.30min in length to get the best video completion rate.
2. Mention Personalised Video in the email subject line
If the personalised videos are delivered using eDM, make sure your viewers can clearly see “Personalised Video” in the subject line, after all, it’s what most likely will get the emails opened. Mentioning it at the beginning works best, this is because when viewed on certain mobile devices the subject line only displays the first few characters rather than the whole subject.
In fact, A/B tests by Switch Merge, showed that simply mentioning Personalised Video in the subject line can increase email open rate by 272%.
3. Include a personalised Image or GIF in the email body to increase CTR
Most email clients cannot play videos in the email. To increase CTR we’ve been adding a personalised thumbnail of the video in a form of a still image or a dynamic GIF with a pulsating play button, drawing more attention to the video and incentivising the CTR.
Vidyard ran A/B tests to measure the effectiveness of personalised thumbnails in the email and saw a 19X higher click-through-rate with a personalised thumbnail.
“The results were outstanding… The email with
the personalized thumbnail, alone, captured more people’s attention and
converted them better than any other campaign we had ever run.”