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Not All Views Are Created Equal That’s Why You Need Viewer Heatmaps

Not all views are created equal, which is why we created viewer engagement heatmaps so you can tell how each individual recipient watches your video email messages.

Video Email: Viewer Heatmap Example

Video email messages play a key role in the sales and marketing process for forward-thinking businesses.  Just like all things internet related, there are ongoing technological improvements in the way they are executed and analyzed.

Asking your viewers to click ‘Play’ is easy. What’s not so easy is knowing if they stay engaged for the duration of the message to the point where they act on your ‘call to action’.

Our heatmaps reveal viewer activity on your video email’s timeline – they deliver an accurate picture of what your viewer sees as most interesting (and least interesting) throughout your video.

Armed with this information, you can rework existing video email messages to encourage more engagement if necessary. You can also identify terminology or a tone of voice that you’ve used or an offer that you’ve made  – where the heatmap shows you have connected with your clients – and replicate them in subsequent video emails. Dial into the pulse of your viewers, something not possible with text and images alone.

What is a heatmap?

Heatmaps are graphical representations of activity throughout the entire timeline of a video email message. A heatmap will show a hotter color based on if the recipient watches the video twice, three times or more. For sections of the video that don’t get watched, the heatmap will appear white.

A hotter color may indicate that what’s being said or shown is the most attention grabbing, confusing, amusing or important portion of the video email.

Why you should be looking at your heatmap

A heatmap of your video email takes the guess work out of video engagement as it will show, in real time, how effective your video email is, from start to finish.

Drop-offs

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Ideally, you want your viewers to watch your video email until the end – to that all-important call to action. Keeping the video brief, yet packed with the right information, is one way of keeping your viewers engaged for its duration.

Pay close attention to where your viewers drop off as this will indicate the point of your video email message where people lose interest. If your heatmap shows that people drop off within the first few seconds, it is a strong indication that you need to either qualify your leads better or rework the content of your message.

Rewind and replay

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Red means the recipient watched that portion of the video email message four or more times. This may happen when more people rewind and replay certain sections of the video email message. The sections that show the highest replays indicate what your viewers are most interested in, or may require more information on.

This alone can point to fresh business ideas for future product development or innovation.

Conclusion

Tracking viewer engagement on the entire timeline of a video email is an invaluable tool to support your marketing strategy – to help improve engagement and conversions. If you’re new to heatmaps, we are on hand to explain how they work for you within the jiveSYSTEMS platform.

About the Author William Franco

Will is the Managing Director of jiveSYSTEMS and creator of the Digital Handshake™, a digital version of a time-proven tradition that turns tedious follow-up into a closing conversation. Will’s a hands-on guy, with a decade of experience enabling sales teams to leverage video. Will's an instant catalyst for positive change, once you get to know him, you’ll completely understand why.

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