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The chances are good that you’ve opened an email that instead of text displayed a prompt to play a video message. It turns out there might be a scientific reason for that.
A new study on how people’s brains react to video-based sales email versus text-based email showed participants largely felt positive and happy when viewing video email. While text-based email tended to make people feel anxious (based on negative valence and arousal), video neutralized this effect and even promoted feelings of positivity in recipients.
But one finding stood out as a surprise — the business inbox tends to automatically invite a negative experience. When participants read through text-based emails provided in business inbox simulations, they started the process in an “unpleasant” state. Video-based email decreased participants’ negative experience. When participants were done watching the video and resumed viewing the remaining text-based emails, they returned to a neutral (not negative) state of mind.
“Video-based emails tend to taper off that negative response and provide recipients the opportunity for less fatigue. They also tended to motivate more people to action,” said Dr. Carmen Simon is a neuroscientist and the Chief Science Officer at Corporate Visions, a company that provides science-backed marketing and sales training programs to enterprise clients. B2B DecisionLabs, a division of Corporate Visions, recently partnered with Vidyard to conduct the study.
Vidyard’s GUI features tools to help users edit and host video
For this study, 39 study participants were outfitted with a range of neuroscience equipment that monitored
Read more here: https://martech.org/neuroscience-video-makes-people-happier-than-text/