Builder Homesite

Share this article:

Video builds response

Approach: Builder Homesite, a consortium of 38 of the nation's largest homebuilders, launched an e-newsletter last year using integrated streaming video from Performance Communications Group. The goal was to promote new home searches on Builder Homesite's Web site, NewHomeSource.com, and engage viewers with services offered by its partners to a list of approximately 250,000 consumers who had asked for more information.

Results: In an A/B test this summer comparing the video e-newsletter with an HTML version, PCG determined that the video format provided a 540% lift in page views and a 264% lift in Web site visits.

 

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Features

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Features

The 9 New Realities of Direct Response

The 9 New Realities of Direct Response

Late-night yell-and-sell pitches have given way to sophisticated, multichannel, ROI-centric campaigns.

Comedy Central's Marketing Strategy Is No Joke

Comedy Central's Marketing Strategy Is No Joke

Engaging an audience that takes humor seriously requires an approach that's at the same time quick-witted and pervasive.

Redefining the High-Value Customer

Redefining the High-Value Customer

Three companies ditch the notion that big spenders are the best customers, and opt for a modern definition rooted in influence.