Updated on 02/12/2022

A Statista report reveals that there are currently over 3.7 billion email users worldwide, a number that is expected to reach 4.1 billion by 2021. This is probably why 59% of marketers surveyed in the Email Marketing Industry Report stated that email is the main source of ROI (Return on Investment). Various studies argue that the inclusion of video in an email greatly increases the click-through rate (CTR), the percentage of clicks on 100 or 1,000 views or impressions: 50% according to  Campaign Monitor, 96% based on GetResponse’s calculations, even 200-300% according to Forrester.

The Marketing Benchmark Report from IBM and Watson Marketing, compared the CTR of different. The insurance sector ranks third (4.6%), just after computer hardware/telecommunications (4.7%) and automotive/transport (6.5%). It should be noted that the average CTR in the United States is around 3% and that the CTR should not be confused with the opening rate; according to the same report,  the insurance sector has the second highest open rate (31, 4%).

With this research, we can see how insurance companies can create marketing campaigns using customized videos that are truly effective in increasing customer engagement.


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1. The right time to send your video campaign

We talked about engagement, but not lead generation because personalization for communication, including those that use animated storytelling, must be able to make use of personal data; for example, the data submitted when the customer purchased the insurance policy. A different kind of campaign could be developed for potential customers who are shopping around for a new policy and have requested a quote (which doesn’t require as much personal data, for example)–the important part is knowing the time period for which they need coverage.  As the expiration date approaches, you can send the right offer at the right time.

2. The importance of message and tone

The first advantage of a video campaign is the opportunity to simplify the message. The insured wants specific information, especially on certain parts of the contract, including the costs and the details of coverage. Unlike an email, which is typically text-heavy (and potentially complex, even boring), video allows you to immediately highlight the areas of most interest, and it allows you to include details based on what you know about the customer. For example, if the customer had filed an accident claim, it’s an opportunity to show that the claim was paid in a timely manner. Overall, it’s best to maintain a light and friendly (even fun) tone to keep the viewer engaged from beginning to end.  

3. Incorporate video directly in the email

The video must be incorporated into the email itself. In doing so, the email must provide a preview image with the play button, but not a link to YouTube or Vimeo. Not all email clients support this function, therefore, the supporting technology must be as inclusive as possible. Usually, HTML5 language should be able to get the preview for the main applications on both desktop and mobile devices.

4. Final call-to-action invitation in the omnichannel key

Even if is a short one, a video tells a story, and it should finish with a happy ending. This means inviting the recipient to perform an action that will benefit the sender and the insured. This means: include one or more call-to-actions.

In the age of omnichannel marketing, in fact, it is advisable to provide different touchpoints, from inside the physical location (if applicable) to the digital, such as for payment options or links to home banking. This consideration takes into account the most recent purchasing habits of consumers, who are increasingly less “faithful” to fixed channels and who want the freedom of choice. This means they will not necessarily opt for the web. For this reason, the “happy ending” is not necessarily consumed online, but it can also happen elsewhere and this must be explicitly indicated in the video campaign.

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