Simple Way To Increase Your Video Email Open Rate

Ethan Beute | email, email marketing, Video Email, video email marketing
12 Jun 2012

Getting your video email opened – its importance can’t be overstated. If your message isn’t opened, all the effort you put into the headline, video, introduction, body, and close are for naught. That great call to action won’t be seen.

For obvious reasons, the open rate is a great, initial indicator of a successful email or video email send. In this post, you’ll get one simple idea to drive an immediate improvement in your open rates.

The idea may seem too simple – even flippant – but it’s valid and important.

How-To: Increase Your Video Email Open Rate

Screen Grab: Where To See Your Video Email Open Rate

The simple idea: send your email to fewer people. Those fewer people are the right people. They’re targeted for anticipated likeliness of finding value in what you’re sending or taking you up on your offer.

It’s easy to fall into the “how many” trap and get focused on raw numbers – increasing numbers. The result tends toward a batch-and-blast or spray-and-pray approach – shoot out the email to as many people as possible and hope for the best.

Instead, focus on “who” – on getting your email and video email to the right people. Take a minute to think not about what you want out of the send, but what the recipient will get from it. Then send to a targeted segment of recipients.

Open rate is simple math: unique opens divided by total delivered. By sending to fewer but better people, you’re maintaining the numerator (unique opens) and decreasing the denominator (total delivered).

Not only will better, more focused sending increase your video email open rates, you’ll also benefit from a better sending reputation, fewer spam/abuse complaints, happier people on your email lists, and improved results going forward.