The problem with many online marketing efforts is the difficulty determining the Return On Investment (ROI). For PodWorx, our podcasts and Live Streaming Video productions are designed to help our customers do one (or both) of two things:
- Make More Money
- Motivate People to Take Action on our Customer’s Behalf
For our latest Live Streaming Video production (QBS Live Mondays), I wanted to see how (or if) the additional of this video offering would effect the performance of the customer’s email marketing efforts. Specifically, I wanted to know if adding video would lift their email open and click-thru rates.
I compared the performance of QBS Research’s May 2009 Newsletter (emailed to their list on 5/5/09) with the announcement of the QBS Live Mondays show (emailed on 5/28/09).
The company’s May 2009 Newsletter had a 17.6% open rate and a 11.8% click-thru rate. The email announcing the QBS Live Mondays live show improved both measurements:
- Open Rate: 22.9% (an increase of 30.1%)
- Click-Thru Rate: 17.1% (an increase of 44.9%)
I should note that there were other links within the email other than to the video content. Interestingly, the links to the video content accounted for 64.7% of all the click-thru within the email. In other words, close to two-thirds of all clicks went to the video links.
As I continue to measure the effectiveness of our podcasts and Live Streaming Video productions, I’ll be sure to pass that information along to everybody reading this blog. If you have any questions, please leave them as a comment below.