Marie Curie Cancer Care – Walk Ten
Marie Curie was keen to create a video which increased understanding of what it does as a nationwide charity and also its annual Walk Ten events. The video needed to capture the unique atmosphere of Walk Ten – of the fun, community feel, and of the memories being celebrated.
The main distribution stream for the video was as part of the 2013 ‘Thank You’ email to those who had taken part in that year’s Walk Ten events. It was also being placed online afterwards, so needed to have value for an audience who likely would have heard of Marie Curie but not be sure what it does.
The email delivered a year-on-year increase in open-rates (up 9%) and a huge leap in click-through rates. The video was placed as the email’s main message, above the fold, and it helped boost click-through rates by 52%. Recipients playing the video generated 46.3% of all clicks made within the email.
Email open rate increase
Increase in click-through rate
Percentage of clicks from video viewers