Toob – Video and Email Campaigns
Video and email campaigns remain among the most cost-effective tools for delivering strong return on investment. Today’s audiences expect more than just text-based emails. They want content that informs, educates, and adds value. Integrating video and interactive elements into email communications meets this demand by building trust, supporting learning, and guiding decision-making. Video is especially versatile, supporting sales growth, brand awareness, recruitment, and saving thousands on training costs. A recent study found that 79 percent of people say a brand’s video has influenced their decision to buy software or an app (source). Video also boosts SEO and improves conversion rates across e-commerce. Below are examples of campaigns I’ve produced across industries that achieved strong open rates and meaningful engagement.
Campaigns that deliver…
Creative Email Campaigns that ‘pop’
It’s the phrase every designer and video editor hates… make it ‘pop’, what does that mean? It means creating content that works for the audience and where they can engage with it. These examples performed particularly well, the evidence is in the numbers, we had increased subscribers, the best open rates not only against our own metrics but against the industry. From Travel we won the TTG award off of the results from these campaigns.
- +18,498 more emails opened
- 94 more campaigns sent
- +13,711 more email addresses
Personally, I like campaigns that bring a return, are part of an email automation flow and campaigns that teach, are part of a wellbeing plan or help get the customer further down the pipeline. I also like a bit of animation too if it adds some value to the campaign…
Social and video campaigns
This campaign was created post-Covid to encourage the return to travel. A targeted campaign to Travel Managers across the UK, it was a great way to warm up cold leads, introduce ourselves to new organisations and keep current customers aware of the latest trends. It also led to further campaigns on training of our current and updated systems too, to remind users how to use the travel booking systems and effectively help our revenue.
Communication
Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text (source). So it can be a very powerful tool when you need to communicate clearly your vision. This also allowed me to condense the overarching messages and stir-up emotion and comradery with our staff coming through a very difficult time in the travel industry we used video weekly to create clear communications that kept focus on our objectives.
68% of people say they’d prefer to learn about a new product or service by watching a short video.
Training videos across SAAS, E-Commerce, or product training video are one of the best ways for users to understand how to use the products. I have created hundreds of videos from how to guide screenshares for software to more practical product usage guides. Video increases users interaction with your brand whether it’s time watching your social post, or time on your website which also boosts your SEO rankings.
Client and Staff Retention
When transition occurs like a buy-out , it is important to communicate to clients and staff about the changes. I filmed this communication to go out as a Press Release and also filmed a second video with more of a staff focus. By communicating out to clients and the staff it encouraged retention and avoided challenges from a Sales and HR perspective. The video also got some PR coverage and also helped to show the industry and our customers that it was business as usual.
