The personalized video, an innovative channel to boost the effectiveness of B2C marketing email campaigns

Massively used by companies, email marketing is a tool that acts at all stages of the customer lifecycle, from acquisition to retention. Thanks to customer data, it is possible to deploy a targeted email campaign that delivers personalized content to each customer. Email marketing is now one of the preferred channels for marketing and sales teams given its speed, low cost, and interactivity. By sending relevant, attractive, and targeted content via email, companies aim to personally guide their prospects and customers to advance them through the sales funnel.

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

Personalized video is an innovative channel that fits perfectly into the need to overcome this attention crisis. For several years now, video has established itself as an extremely popular communication tool among consumers. As a real vector of emotion, it enables informing, selling, and retaining customers.

Moreover, the personalization of interactions is now a crucial issue for companies. To create closeness in a context where communication is primarily digital, it is necessary to address each customer individually to specifically meet their needs.

Thus, personalized video combines the emotional dimension of video with the sense of closeness generated by personalization. This personalization is made possible through the integration within a video of the data that a company has about its prospects or customers (name, first name, date of birth, contract number, type of plan, invoice amount, etc.), in order to meet a well-defined marketing or commercial objective (customer acquisition, cross-selling, self-care, retention, etc.).

Therefore, whether it involves acquiring a new customer or retaining them, integrating personalized videos into a marketing email campaign significantly improves engagement with the targeted audience. Its use allows for:

• Increasing the open rate of marketing emails by 70%

• Multiplying the click-through rate of a marketing email campaign by 6

• Tripling the share of the audience that watches a video in its entirety

Additionally, using this tool in a self-care logic (invoice explanation, process for reporting a claim, activating the customer area, etc.) reduces the number of incoming calls to contact centers by 15%. In the context of generating additional sales (contract renewal, promotional offer, etc.), a 30% increase in the conversion rate is observed. Finally, the pedagogy, ease, and playful aspect provided by the video positively mark the customer's mind and enhance their experience, making them more willing to promote a brand among their peers.

If you want to know more about what ViaMotion could bring you, feel free to schedule a demonstration of the tool with a member of our sales team!