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How a newsletter publisher doubled response rates with video acquisition emails.
Agora Lifestyles is a UK subsidiary of US newsletter publisher Agora Inc. They create consumer subscription newsletters covering simple tips on making money on the financial markets, betting systems and online home business opportunities. Across all their newsletter publications they have 20,000 paid UK subscribers.
The mainstay of their subscriber acquisition programme is email marketing, but recently they have been having significant success with a simple video/audio alternative to classic long copy emails.
They have replaced the text copy with a PowerPoint slideshow with an audio voice-over, using exactly the same words as the text original. More like a business webinar than a live action video.
Agora introduced video sales messages in late 2010. Video now outperforms long sales copy at least two to one. Across several markets the worst case result has been level and the best 400% improvement.
Video campaigns are easy to set up
The equipment needed is simple, and the campaigns are easy to set up.
Equipment: A PC or laptop, good quality USB microphone plus vocal booth and microphone stand; Camtasia Studio Software (£230.50 for an individual copy) – to record the PowerPoint presentation into video format and to edit in the script; Audacity – free software to record a script for editing later.
Recording: With Camtasia installed, your PowerPoint slides will give the option to record them. Best to record vocal separately and edit in later. Then produce the final video via Camtasia, to synch the audio with the slides.
Exit pop up increased conversions
If a reader chooses to close the video, then they get the long copy version instead.
So the reader not only gets to view the video but also a long copy version of the same message, increasing the chances of making a conversion. The text on the pop up message can be easily customised.
Audience embraced the change to video
According to Darren Hughes, Publisher,
"The key behind using the video sales promotions, is not just limiting your exposure to selling. By implementing video editorial into your user experience you’ll not only get great email opens but greater engagement too.
Opens and clicks can increase by 25% and we saw video increased our user feedback too. In the main our audience embraced the change with the demand for more material to be presented in this way.
So far in testing, on a choice of video or straight text, video seems to be performing better each time - whether it’s selling, editorial or lead generation via free content.
Although Agora Lifestyles is moving to more online fulfilment, it still produces printed newsletters. The implementation of video has enabled Agora to introduce greater engagement and contact with our audience whilst dramatically increasing sales. “
Darren Hughes, Publisher, Agora:
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