Video In Email
I’ve been slowing working my way through Experian Marketing’s 2012 Digital Marketer: Benchmark and Trend Report, an excellent resource (must register to download).
Agitator readers know I’m a big fan of online video. Experian estimates that in 2014 video could account for more than 50% of all Internet traffic (think of that as your competition).
In that context, consider these stats from Experian:
- Having the word ‘video’ in the subject line can drive open rates 7% to 13% higher.
- Video in email can drive higher conversion rates (average 21%) and higher order value (average 24%) when measured against using only static images.
You know what else works in subject lines? Joe Boland at Fundraising Success reports these findings, also from Experian:
- Including the word “exclusive” in your e-mail subject line boosts unique open rates by 14 percent in promotional mailings.
- Subject lines with “top 10” and “top 5” have unique open rates that are 13 percent higher than promotional e-mails.
Might be something here to test!
Tom
One response to “Video In Email”
Behavioral Science Q & A
Thanks so much for raising this. Yes, capturing donor information can be helpful for stewardship like newsletters, thank-you letters, impact updates. But how you ask matters. Forcing full data capture introduces friction that can significantly depress conversion, many donors may simply abandon the process. Beyond the friction itself, required fields also shift the emotional experience […]
Read Full Answer
Unlike holidays that everyone already knows, Giving Tuesday is a created event. Many donors recognize the name but not the exact timing, so referencing it becomes a helpful cue. It serves as a reminder and taps into social norm activation (“everyone’s giving today”), which boosts response. However, we still want it paired with the mission, […]
Read Full Answer
When a subject line leads with the match (“Your gift matched!”), it risks triggering market-norm thinking: the sense that giving is a financial transaction rather than an act rooted in values, identity, and care. This shift reduces intrinsic motivation and, over time, can weaken donor satisfaction and long-term engagement. It also makes the email indistinguishable […]
Read Full Answer
There’s no evidence that QR codes suppress mid-value giving; all available research suggests they either help or have no negative effect. In fact, behavioral and usability research consistently shows the opposite: reducing friction at any point in the donation process increases completion rates and total response. And that has nothing to do with capacity and […]
Read Full Answer
What you’re experiencing is very common. Resistance often isn’t about capability, but about motivation quality. If board members feel pushed into fundraising, that triggers controlled motivation (low quality motivation) i.e. obligation, guilt, or fear of judgment, which often results in avoidance. Instead, we need to create conditions for volitional motivation (high quality motivation) by satisfying […]
Read Full Answer
That’s a really thoughtful question, and you’re not the first to raise it. Many of our clients have been cautious about placing the ask at the very end. To address their concern, we’ve tested both approaches, and the results are clear: when the ask comes last, even if that means it appears on the second […]
Read Full Answer
Thanks, Tom. I’m going to try one of these suggestions immediately. My personal opening rate for The Agitator is 100%, that’s how useful you guys are.