NEW PRODUCTS CAN SOMETIMES BE HARD TO EXPLAIN in just a few ords, which is why Sony has turned to video to get their message across. Video helps the brand illustrate and educate its customers about how to use its products and keeps the customer engaged with the brand, so that they don’t go searching YouTube for their answers.
The brand recently began adding these videos to its email program – a challenge for marketers in the past that is getting easier thanks to technology improvements. Video in email is helping Sony create a culture of viral sharing, as well a direct connection to its e-commerce site.
“As a leader in developing innovative audio
and video electronics, we are always looking for
new ways to communicate more effectively with
our customer. One of those ways is through sto-
rytelling techniques, like what video enables us
to do,” says Afsi Sadri, Email Marketing Man-
ager at Sony Electronics. “In addition, the use
of video allows us to create personalized email
content that is timely and relevant and brings us
closer to our customers.”
Working with Liveclicker, the electronics mak-
er has been experimenting with video in email
in a number of ways. Sony has created a “Fan
Favorites” email which highlights highly rated
new products with high customer ratings and re-
views on the ecommerce site. These emails also
include video demos of the new products to help
bring to life why customers are so satisfied with
the products. These emails yield higher customer
engagement and revenue versus emails that just
promote standard product specs. This makes
sense, as the content appeals to recipients on an
emotional level.
“We have been adding video to our email strategy to engage and connect with our audience on a more personal level,” explains Sadri. “Video enables us to move consumers emotionally. It also helps us explain more complex features and
SONY PREVIEWS PRODUCTS
WITH VIDEO IN EMAIL
BY DIANNA DILWORTH
CLICK TO
PLAY VIDEO
