There’s no denying that video marketing is hot right now and a great way to engage your audience, but how should marketers measure success? A recent article published in Harvard Business Review entitled, “Video Metrics Every Marketer Should Be Watching” made a great point: When it comes to video, not everyone may be looking at the right metrics.

Think of video as a funnel with 5 stages:

1. Clicking through to the landing page for the video, demonstrating effective email messaging.

2. Playing the video, demonstrating an enticing poster image and surrounding frame.

3. Watching past the first few seconds, demonstrating that the video content was both attention-grabbing and true to the sales pitch on the poster image.

4. Watching the video to the end, demonstrating a truly immersive experience for the viewer.

5. Taking the call to action, demonstrating the persuasive power of the video.(Depending on your campaign’s goals, this could be a deeper link into your site, or just a social share).

Successfully navigating this 5-step funnel is dependent upon creating the most consistently engaging experience possible.

Three steps you can take to maximize the success of your video campaigns, include:

> Put the video right inside the email

The majority of email clients (most notably, iOS) now allow you to embed and play videos right inside the emails you send. Not only does this eliminate a potential leaky point of the funnel, it grabs the viewer’s attention with unexpected rich content.

> Personalize the video to the viewer

By including the viewer’s name, the device they’re using, their current location and weather—all inside the video itself—you can create a uniquely private experience that is more likely to captivate the recipient right from the first frame.

> Test, Learn, and Optimize

If the video experience is a funnel, then it can be optimized through testing and optimization. By utilizing machine learning, you can automatically maximize the conversion rates in the video funnel and leverage real-time machine learning to automate the test-analyze-implement cycle, generating a uniquely personalized video for each viewer, and maximum engagement potential.

Along with video disruption, movement is happening in the tried and true world of email marketing. The marketing email consumer experience in the future will be indistinguishable from what we now call an “app.”

Emails will leapfrog “webpage” consumer experiences and jump straight to an “app” experience. Consumers may not demand too much depth from these apps (it’s still an email), but they will demand breadth. If you’re telling me there’s a sale going on, your app better adapt seamlessly as I enter the store. If you want me to engage with your brand socially, I better be able to take a selfie right inside the app. And if you want me to buy something, your app better support Apple Pay.

The winning marketers will be the ones who stop thinking of their emails as messages, and start thinking of them more like ephemeral experiences that adapt to the immediate desires of those receiving them.

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