Does including a video in an email really make a difference in getting your message across?
Idea Decanter has landed in the finalist spot for two Wealthies awards with a program designed to bring emails to life. And the eye-opening results from the program may change the way you plan your future email strategy.
The Story Behind Idea Decanter’s Program for the FPA
Idea Decanter teamed up with Ben Lewis, Chief Communications Officer of the Financial Planning Association (FPA), to design the Membership Magnet program. This initiative highlights the transformative potential of using video content in email to improve member engagement and retention. Research has found that:
🎥 Video is preferred by 80% of people over written text.
🎥 And emails with video content can achieve up to 200% more engagement compared to text-only emails.
🎥 Video also has the ability to capture emotions and personal stories more effectively, creating a stronger connection with the audience.
The 5 scripts for the Membership Magnet program were written to be casual, approachable, and to resonate with the audience. Members of the pilot chapters then recorded each of those 5 scripts and, once Idea Decanter’s editing team had finished creating videos, the chapter executives built them into email campaigns.
The FPA of Michigan, one of the pilot program participants, reported a 50% open rate for emails with videos and a 20% increase in member renewals, demonstrating the effectiveness of this approach.
Getting Your Own Results
You don’t have to be trying to recruit or retain members to take advantage of the benefits. For growth-minded advisors, these same principles apply to growing your practice:
Embrace Video Content: Integrate video into your communication strategies to enhance engagement and create a deeper emotional connection with your audience.
Personalize Communication: Tailor your messages to reflect real experiences and emotions, making them more relatable and impactful.
Measure Impact: Track engagement metrics to assess the effectiveness of your strategies and make data-driven decisions.
Be Authentic: Ensure that your video messages are genuine and reflect the true passion and commitment of your team.
By leveraging the power of video, you can significantly enhance the impact of your email communications – whether you’re recruiting new members or new clients. Try using it as a magnet and see how well it works.
