IEntry, a publisher of business-to-business e-mail newsletters, yesterday said that it would partner with Vendaria, a provider of streaming video services.
The announcement follows an e-mail test campaign that saw a Vendaria video-enabled e-mail receive a click-through rate nearly 28 percent higher than for a control HTML e-mail.
The tests were included as promotions in two of iEntry's e-mail newsletters. The promotions were for an Internet marketing course called, “1001 Killer Internet Marketing Tactics.”
The video-enabled e-mails were sent to nearly 85,000 people, 1.04 percent of whom clicked through to the promotion. By contrast, the control HTML e-mail went out to more than 93,000 people, and 0.82 percent of the recipients responded — or 27.7 percent less than the video e-mail.
“I think it gets to the fundamental value of rich media,” said Scott Ferris, president/CEO of Vendaria, Seattle. “HTML campaigns are increasing expeditiously, and like so many other direct marketing tactics, one needs to innovate ways to break through the clutter.
“Being able to get your point across very effectively through the visual stimulation of streaming video and audio allows you to say in a 15-second audio or video clip what would take a page and a half of text to accomplish,” he said.
Meanwhile, iEntry will continue to use Vendaria's video solutions in hopes of improving the marketing results for its clients.