Personalized video, an innovative channel for boosting the effectiveness of B2C email marketing campaigns

Widely used by companies, email marketing is a tool that acts at every stage of the customer lifecycle, from acquisition to loyalty. Thanks to customer data, it's possible to broadcast a targeted emailing campaign that delivers personalized content to each customer. Given its speed, low cost and interactivity, emailing is one of today's preferred media for marketing and sales teams. By distributing relevant, attractive and targeted content by email, companies seek to provide personalized support to their prospects and customers, moving them further along the sales tunnel.

However, with the democratization of this practice, email marketing campaigns no longer have the same effect on customer engagement. In the digital age, capturing consumers' increasingly volatile attention is a real challenge. It's time for companies to adapt, particularly by mastering new media.

Personalized video is an innovative channel that fits perfectly with the need to overcome this crisis of attention. In recent years, video has established itself as an extremely popular communications medium with consumers. A real vector of emotion, it can be used to inform, sell and build loyalty.

Moreover, the personalization of interactions is a key challenge for companies today. To create proximity in a context where communication is above all digital, it is necessary to address each customer individually in order to respond specifically to his or her needs.

Personalized video thus combines the emotional dimension of video with the feeling of proximity generated by personalization. This personalization is made possible by integrating into a video the data a company holds on its prospects or customers (surname, first name, date of birth, contract number, type of package, invoice amount, etc.), in order to meet a well-defined marketing or sales objective (customer acquisition, cross-selling, self-care, loyalty, etc.).

So, whether you're looking to acquire a new customer or build loyalty, integrating personalized videos into an email marketing campaign can considerably improve engagement with your target audience. It can be used to :

• Increase the open rate of an email campaign by 70%.

• Increase the click-through rate of an email campaign by a factor of 6.

• Triple the share of the audience viewing a video in its entirety

What's more, using this tool for self-care purposes (invoice explanation, claims procedure, customer area activation, etc.) reduces the number of incoming calls to contact centers by 15%. In the case of additional sales (contract renewals, promotional offers, etc.), a 30% increase in the conversion rate has been observed. Last but not least, the pedagogy, ease and playfulness of video leave a positive impression on the customer's mind and enhance their experience, making them more willing to promote a brand to those around them.

If you'd like to find out more about what ViaMotion can do for you, don't hesitate to book a demonstration with a member of our sales team!