Seven most important metrics for

video email marketing

1. View through rate (VTR)

View through rate (VTR) is the most important metrics in the video email marketing, It’s calculated by dividing the number of impressions with the number of displays of the video.

Content that is relevant to the user brings more View through rate (VTR).

Creating a cohesive headline plays a vital role in order to get more view through rate.

Generally, it’s confused with click through rate, which is not the case.

2. Watch time Analytics

Played half: The number of viewers who watched half length of the video.

Played full: It consists of the number of users who watched the complete video.

Replay: It tells about the number of use who replayed the video, and also how many times, they replayed it.

Average Time: It’s the average time of video played per user. It’s basically a mean time of all the videos that are played for a variable time.

3. Audience Retention

Retention is basically a period of time until which the video content can capture the interest of the user.

The quality and uniqueness of the content are two majors keys to show user the complete video.

4. Click through rate (CTR)

A user clicks on the call to action button that redirects him/her to brand’s website or prompts the user to make a purchase. Click through rate (CTR) is a measure evaluated by dividing the number of displays and number of clicks.

Generally, most of the email openings are considered vain if click through rate is relatively row. Since visual content is most intuitive, videos in the email bring the highest click through rate (CTR).

5. Viewership

Source: A test campaign run on Vidoomail.com

When a global video email campaign is run, then demographics help to depict the parts of the world, which showed the most interest in the product, service or the brand.

For a brand, a specific region can be favored for the future, in order to bring more click through rate (CTR), and user engagement.

6. Browser, OS & Device

Source: A test campaign run on Vidoomail.com

This metrics shows the different types of browsers, operating systems, and devices through which video was opened and played.

Since, a video email has different compatibility for different type of device and browser, so it becomes easy to iterate the template for the devices or browsers, which are being used most in a particular contact list.

7. User Engagement Metrics

Total number of views and increase in the number of views on regularly.

Increase in number of new subscribes or unsubscribes.

Number of likes and dislikes.

Number of replays of the video.

Number of shares over other social media.

Is there any product that helps to run successful video email campaigns, and as well as shows all the metrics of analytics given in previous slides?

What if you are already using an email service provider (ESP) like MailChimp, Sendgrid or Aweber, and you want to send video in emails?

Then go and explore, Vidoomail