THE MARKETER QUARTERLY
WINTER 2015 16 | MQ
bring our products to life.”
Adding video to email has also helped the
brand increase the likelihood that subscribers
will open their email messages and share them
with friends.
In fact, an email that included a TV commercial that highlighted Sony’s engineering and innovations, including several of the products highlighted in the email, improved overall click rate by 7 percent.
Sony has also implemented several trigger campaigns based on customer click behavior. This series also uses video to showcase products. Triggered messages with videos have produced an overall lift in clicks of more than 3 percent for the brand.
“Video in email is a powerful tactic but the
importance of context should not be underesti-
mated–video only works if it’s relevant,” stresses
Sadri. “While we leverage videos not specifically
created for email, we always ensure it’s relevant
to the content in the email campaign. We find
that product demonstration videos, tutorials,
customer testimonial are very popular with our
email subscribers.”
• 4K technology pre-sale campaign – Difficult
to showcase the design of a new 4K TV in a flat
email, the TV was promoted using a video that
was displayed in the email as if it were playing
inside the TV. The video showcased the sleek de-
sign, and the use of video lifted click rates by 6%
for this campaign.
• Countdown timer email: Perfect for a recent microsite launch that featured limited-time offers available to a select group of customers, by invitation only. The six-week campaign where customers received 4 emails with a countdown to enhance urgency and build excitement. Preliminary results: Sony is extremely happy with the early engagement they saw with the new email promotion. MQ
