What is marketing automation?
Marketing automation (also called lead nurturing) is one of the fastest growing areas of digital marketing. It's a really important channel to optimize to help you grow your business. Don't take our word for it: Forrester Research (via Marketo) found that companies who excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost. That's pretty impressive.
Email plays a major role in marketing automation, and video performs really well in email. In past tests to see how video impacted email click-through rates, we found that using a video thumbnail instead of a plain image resulted in a 300% lift in our CTRs! The results were so compelling that we moved to using video thumbnails in our emails whenever we can.
As you're getting started, we recommend keeping the relationship simple. An easy place to begin is by examining your marketing goals to decide where video should fit into your marketing automation strategy.
By harnessing the power of both email and video and using them hand in hand, we have delighted our readers and made lots of new friends (err, readers). Of course, this tactic is also dependent on delivering timely, helpful, and engaging content consistently, but that's a lesson for another time.