IS IT TIME TO ADD VIDEO TO YOUR E-MARKETING?

Recent cognitive neuroscience research has found that video emails made business professionals remember their brands and in addition made them feel happier! 

The research involved business professionals being monitored via EEG (brainwaves), ECG (heart rate), GSR (skin conductivity), eye tracking, and other sensors to assess their responses as they viewed the emails.  Initially all were shown an inbox containing a set of seven emails: the first and last three were in text format, while the fourth email in the list contained a one-minute video from a coworker explaining corporate gifting options. Participants started reading the text emails in what their brains indicated was a negative state. Their mood brightened when they watched the video email then returned to a neutral state as they viewed the last text emails. (Both assessments were based on their valence and arousal levels.)

Next, participants saw two emails – one text and one video – containing a sales pitch for a software product that reduces background noises during video calls. The video voiceover used the same words as the text email. The text version prompted anxious feelings, while the video version elicited reactions of happiness and positivity, which are higher on arousal and valence scales.

To conclude the study 59% of the group could remember details from the video email, whilst 46% could recall details from the text version.

If you’re interested in adding video to your marketing mix, talk to us  

 

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