Email marketing is all the rage these days, and with good reason: it’s a tried-and-true method of reaching out and staying in touch, and it’s as effective today as it ever was. In fact, due to everyone’s constant accessibility via email in the smartphone era, and thanks to the communication method’s multimedia potential, email is a more powerful marketing tool than ever before.
Video is also growing in marketing prowess, with a growing majority of consumers preferring video content to text and images—and, it hardly needs to be said, to audio-only content; we’ve been past the heyday of radio advertising for a LOOOONG time. We might be a bit biased towards video given what we do, but ask around and you’ll see: a swelling tide of evidence is proving us right (we sorta always knew).
Since email and video work so well separately, it makes sense that they’d be outstanding if their powers combined. And it turns out that’s exactly right!
One of the hardest parts of email marketing is getting people to actually open your dealership’s emails. A good subject line is as good as gold if you actually want your emails seen—and the possibility of the clicks and conversions that can follow. And even though there’s plenty of useful info out there about crafting compelling subject lines, it can be hard to tie them to your content and really drive interest in your cars and trucks.
If you have engaging and well-crafted video content to offer, though, there’s one simple way to give your email open rates a major boost.
According to a far-reaching study of email marketing efforts over the past year, email subject lines that contain the word “video” had an open rate that was a whopping 19% higher than similar subject lines without a video reference! When you let your email audience know right off the bat that you’ve got the content they want to see—great videos that provide entertaining and informative looks at the vehicles they’re interested in—they’re far more likely to open up, click through, and view.
Keep in mind that this is an increase in the open rate is just for mentioning video in your subject line—you don’t have to embed an actual video in your email, and in fact it may not be wise. Given that the majority of emails are now being read on mobile devices, embedded videos can lead to slow loading and clunky playback, and even on desktop computers they might not function well on all email clients.
Instead, simply drop a link in your email to the relevant video on your site—supported by strong email copy and a good call to action, of course—and let your email recipients click on through to see the good stuff. That tiny action on their part will go far in reaffirming their connection to your dealership, and they’ll get a better video viewing experience in the bargain.
For this strategy to work, your dealership needs some good videos to push to your audience through your emails. If you need some help on that count, we’ve got a few ideas…