Case Study: Athena Software triples video views and drives a 12.5% email click-through rate with Wistia
Key results
The challenge
Athena Software, which makes web-based case-management software for health and social-services organizations, wanted to use video more effectively across its marketing and to measure how prospects engaged with it.
The solution
Athena hosts video on Wistia's Pro plan with a custom player and uses the HubSpot integration to embed and track videos across landing pages and email drip campaigns.
“We saw an open rate of 23.4% and a click-through rate of 12.5%, compared to our typical click-through rates between 1.5% and 3.5%.”
JFJordan FoxSales & Marketing, Athena Software
The results, in context
Athena reports its initial landing-page video tripled in views and that its overall video library and views tripled after signing on. A video-led email campaign produced a 23.4% open rate and a 12.5% click-through rate versus a typical 1.5-3.5%, and the team expanded from one to twelve drip marketing streams; one video reached nearly 3,000 views at a 73% engagement rate, as published by Wistia.