AMA’s Marketing Power Video Email Feature

The April 30, 2010 issue of the American Marketing Association’s Marketing Power publication contains a case study on a recent flimp video email campaign.
Flimp client the United Way of Massachusetts Bay and Merrimack Valley was profiled in the “Problem Solved” section.  As you may recall, the United Way created and distributed a flimp video email in promotion of their annual Women’s Breakfast.  We wrote about this initiative in a blog post last month.  In the past, this event was promoted via paper invitations.  However, for the 2009 event, the United Way decided to go with an all-digital promotion.
This effort, which cost 90 percent less to create in 2009 compared to 2008, ended up generating some amazing results:

  • 96% increase in donations:  $409,826 raised in 2009 vs. $208,043 in 2008
  • 27% increase in attendance:  956 in 2009 vs. 756 in 2008
  • 63% of video email viewers registered for event

These are ROI numbers a CFO would die for – allocating less budget but generating better results!  Cutting the program’s marketing costs did not hamper the results.  In fact, a video email enabled the Women’s Breakfast to stand apart from similar events held in the Boston market.
On the subject of video email, Flimp in conjunction with ExactTarget and the Web Video Marketing Council is sponsoring The 2010 Video Email Survey.  If you have some time, please participate.

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