Brands should consider sending video emails for an immersive experience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 13, 2021, 5:01 PM UTC

According to Email Insider, video emails had better recall and provided a better experience than text-only emails.

Vidyard studied 39 business professionals – monitored via EEG, ECG, GSR, eye tracking and other sensors – to understand how people respond to video emails and text-only emails. Participants’ brains indicated a negative response while reading the text email. In contrast, their mood brightened, and they returned to a neutral state when they saw the video email.

While the text version prompted anxious feelings, the video version provoked emotions of happiness and positivity. 59% of respondents could remember the details shared by the video email, while only 46% of participants would recall the information from the text version.

These numbers indicate businesses can create a more significant positive impact on their target audiences by sending video emails. They can also leverage interactive tools to enhance customer experience.

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