Business-to-business marketer Ragan Communications successfully used video for content marketing efforts as an alternative to text-only or text-and-graphics e-mails. The company promoted marketing-event registration by sending e-mails with screen shots, little copy and links to a landing page embedded with video. While text-only e-mails still enjoyed slightly higher average open rate, the average click-thru rate was much lower, only .25%, whereas e-mails with videos embedded on separate landing pages had an average CTR of .51%.
Case study: Adding video increases click-thru rate
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UNIVERSITY OF VIRGINIA