More than ever, marketers have to connect the dots in their efforts to show conversion and justify their marketing investment. One way we’ve used with success for clients and ourselves is by tracking who’s watching a video that we’ve sent in an e-mail. We can see down to the e-mail address of the person who watches the piece. You can imagine how valuable it is to know the level of interest of a certain sales lead.

So, for example, we sent out this fundraising video we did for a non profit to other non profits.

To get this to work, you’ve got to connect your e-mail program, in our case it’s Emma, with your video hosting platform. Ours is Wistia (wistia.com). Wistia supports a number of different e-mail providers so yours is probably available. Here is a link to the step-by-step instructions. A simplified explanation is, you copy and paste the “Video Merge Tag” Wistia produces into the HTML block in your e-mail. The merge tag includes a code for your e-mail provider to insert the specific person’s e-mail address in what’s called a “dynamic link”. Try it. We hope you love it as much as we do.

When you’re sending out your e-mail, another tip is use the word “VIDEO” in the subject line to improve open rates. In fact, Syndacast found in a recent study that just by using VIDEO in the e-mail title, you can:

  • Boost open rates by 19%.
  • Improve click-through rates by 65%.
  • Reduce unsubscribes by 26%.

So in our example, once we saw who watched the video, we followed up with them with an e-mail and, depending on the size of the non profit, a phone call to get them more information about how we use video to market for non profits. Those who didn’t watch the video, received the same info as the first e-mail, but with a different headline. We wanted to insure that they didn’t think this e-mail was the same as the first.

Suffice it to say that we got a few new clients this way when they saw our work. Who knew something as simple as a line of code would allow us to know who’s seriously interested in our services?

We’d love to hear your experiences about how you’ve tracked viewing. Contact us at lizdenning@gammablast.com. Good luck!

Liz Denning is Co-Owner and Chief Happiness Officer at Gamma Blast Studios, a creative agency that specializes in engineering business through marketing strategy, omni-channel content creation and analytics. Work includes branded content, programming, commercials, digital media plans, conversion pathways and forward projecting data-driven results.