Videos add engagement to email campaigns that may engage, amuse, and even educate your subscribers in ways written content cannot do.
Better subscriber engagement, click-through, and conversion rates result from video use.
Despite these advantages, it is surprising that only 25% of email marketers incorporate video into their marketing strategies.
It is astonishing, given that video email campaigns have a 300% better return on investment (ROI) than a generic email marketing strategy.
You can all agree that now that you know this, it is time to upgrade your marketing strategy using video email marketing.
Video email marketing makes your marketing emails stand out in inboxes. One of a brand's most important marketing channels for a very long time has been emailing.
It has persevered despite countless forecasts that email would eventually disappear. Why? Because it is a powerful channel. And
adding video increases email's natural potency.
One of the best strategies to increase your marketing conversions is to use a promotional video in email. Videos are fascinating, and they boost the impact and engagement of the most popular marketing medium in the world.
Your emails are difficult to ignore since they use a rich media format.
The phrase "video email marketing" gives the impression that it is somewhat different from traditional email marketing, yet nothing could be further from reality.
Marketing videos are a valuable addition to the email that viewers enjoy. You can apply it to almost any type of email you want.
Including videos in your email marketing can help you with various goals. Your video marketing approach will determine which ones you should focus on.
eCommerce companies can use videos to increase sales by running an insightful campaign. Product demos highlight everything your business can do, and video testimonials are a great form of social proof.
You can use videos for advertising upgrades, breaking down alternative packages, and announcing events in the service industry.
So what is your bottom line in the climax? According to 81% of marketers, video has increased their sales. Additionally, 94% of marketers claim that video is the best form of content for conversion or is tied for the best.
The term "video" alone can increase your open rate if you want people to anticipate seeing your name appear in their inboxes.
One of the best things about videos is that you can frequently rely on the first viewers to assist with distribution. Video sharing is more popular than word and image sharing.
An excellent method to display your individuality is through videos. You can have fun or exhibit another aspect of your brand using videos. People are more likely to interact personally when you allow them to put a face to the name.
People generally benefit from a combination of approaches since learning styles differ. Additionally, since 65% of people say they learn best visually, it's critical to include a lot of visual content in your advertising. It will aid in your development as a reliable informational source.
On top of all of the above, email marketing also enables you to create a collection of videos that you can repeatedly use to increase traffic to your website and social media platforms.
Beyond regular campaign emails, there are many other methods to start using video in email marketing, including triggered emails, nurturing emails, newsletters, and email signatures for your team.
You can use videos to present news summaries, promote events, offer event follow-ups, describe products, reveal a new release, or present tutorials. Where you want to boost opens and conversions, use video emails.
Here are the best types of email to couple with video marketing:
There are different ways of inserting videos into your emails. The biggest email marketing programs integrate with marketing video platforms. This includes HubSpot, Marketo, Act-On, Eloqua, and others. When you build an email campaign, you can incorporate your video by simply uploading it.
It requires some effort if you still need to get a video platform. Here are some steps you can follow:
Another way to incorporate video into an email is by inserting the video link.
Using your email service provider and a video platform together is the most straightforward approach.
However, before inserting the video link into your email, you should upload your finished video to YouTube or another video hosting site (Wistia, Vidyard, Vimeo, etc.) that top email providers support.
They frequently also integrate with Shopify, which includes a capability for making and sharing online videos of products.
Once you've uploaded your video to a video hosting service, it's time to insert the video link into your email.
You can also include a text link stating the desired action, such as "Watch now."
Any of your standard marketing emails can add video content.
You should place videos prominently in your mailing to get attention immediately, especially near the top.
You can even use your video to entice them to view the message—emails containing "video" in the email subject line open more frequently, as was already said.
Sometimes the video serves as a fantastic bonus but is not the main focus of the message. Feel free to move videos farther down the page if it makes sense. For instance, you may add videos in longer emails to provide readers with valuable content.
There are many great ways to employ videos as a powerful tool for your email marketing campaigns, and they easily aid in email optimization. Here are the top 11 strategies you may use to get immediate, significant results:
Consider sending subscribers bonus content through email. Since your email subscribers probably love a variety of your content, going above and above with a surprise bonus will impress them.
For instance, if you share weekly newsletters about Instagram content, you might include a link for early admission to a live webinar you are hosting about Instagram Stories at the end of the month.
Doing so may increase interest in the occasion, inform subscribers of company happenings, and give them a reason to read your emails regularly.
Alternatively, you can use emails to inform subscribers of the principles most important to your company.
Email marketing video content makes the most sense when selling the creatives themselves. Use your emails to provide subscribers a sneak peek at the premium content if you sell subscriptions or digital files.
Women's Health subscribers are encouraged to sign up for the Oprah Daily Insiders by Oprah Winfrey. The email contains a video with her "Intention of the Week" message as an incentive; subscribers will have regular access to this video.
Do you have any unwatched videos on your website? Think about utilizing that to your advantage by sending personalized videos and emails.
Let's take the scenario where a user sees a piece of a video on your website before leaving, and you notice a pattern in your website data analysis. According to Marketo's methodology, the user will immediately be reminded to finish the video by emailing it.
As a result, according to Vidyard, Marketo increased its click-through rate by almost 144% due to the personalization of emails.
From a business standpoint, this translates to more clicks, a better customer experience, and video views.
Use the automated tools in your email provider in conjunction with viewer-specific video material. Make a thank-you or instructional video to be emailed to recent clients.
Together with Chateau de Chantegrive, Total Wine created a thank-you video from the vineyard that provides information about the wine's qualities and making.
The added dialogue is charming. Furthermore, It is also smart. The bottle's label prepares you to appreciate and enjoy it more, increasing the likelihood that you will want a second one.
Consider visiting YouTube if you need help creating creative email content ideas that showcase your company's personality.
You read that correctly: YouTube.
Going straight to the source is the best approach to demonstrate to subscribers the culture of your business.
It is not always necessary for there to be a clear sales pitch when doing email marketing.
Sometimes displaying your corporate culture while gently promoting your items is enough.
To promote your brand, try a variety of public-facing content.
Let's take an example where you want to promote the new advertising metrics tool you recently released. Consider having your marketing department produce a video detailing the product's daily usefulness. The product page can then be included as a thumbnail for the video.
What will be your breakthrough? Are you introducing new packages or services? Or are you creating a fresh collection?
Use a video to showcase your product rather than writing about it. You can emphasize unique elements, demonstrate new abilities, and give the promotion some life and energy.
You can send video emails with real estate listings, and real estate video marketing is highly effective. Show visitors around recently listed homes or compile a slideshow of available properties in a specific location.
Teach your audience something new. Do a series on industry FAQs or present technical subjects in a way understandable to everyday people.
For example, cars are generally given more thought once a problem arises. Due to this, Subaru sends newsletters that include videos on things like battery maintenance and replacement.
It's worth is apparent, and the film itself is incredibly user-friendly.
The newsletter instructs you to view the video. Furthermore, the large blue button on the bottom of the landing page makes it easy to book the necessary service immediately by clicking on it.
Including email subscribers in the pre-launch stage is a good idea if you introduce a new product in the upcoming quarter.
For instance, notify email subscribers first if introducing a chat flow bot as part of a CRM update.
As a result, video emails build customer loyalty, and customers will show interest in the product and spread the word about it.
You need to send subscribers scheduled emails with videos. There are several methods to incorporate video into newsletters to increase their effectiveness.
Especially if your subscribers prefer viewing to reading, video-heavy organizations can profit from newsletter video embeds so subscribers can catch up on content they may have missed.
Gathering favorite videos in your sector is another approach to incorporating video into newsletters.
If your business produces a few videos, it is a fantastic opportunity. Alternatively, if a marketing team member is interested in a regular video schedule, try creating a video that compiles weekly content.
For instance, if a recent commercial completely disrupted your sector, include that video in your email and write a blog post about your opinions to go along with it to boost traffic to your site.
Have you ever noticed that hilarious TV commercials tend to be memorable? Imagine Kevin Hart driving his Hyundai while watching his daughter's first date.
Or Cheetos' choice to embrace the orange dust and make it a meme depicting the color orange dayglow.
Comedy is challenging but rewarding. Embrace your sense of humor in a way that benefits your brand. The future? You could make your hilarious viral video hit.
The other approach is to play on people's emotions by highlighting tragedies or sharing joyful tales. Your audience should be able to relate to that response and associate your brand with it.
You can utilize email marketing to generate leads and your regular clients. Automate the videos that will take them through the customer journey using workflows in your CRM. You can add forms directly to the video.
These forms may give your sales team sufficient, valuable data to contact potential customers.
A lead's viewing information will sync with their contact record if they convert while watching the video.
Future customer research using video marketing initiatives may benefit from this.
Consider testing out a video email marketing campaign to increase conversions. You can modify video content to please your customers further if you download watching statistics.
Try including the word "Video" in your subject line when A/B tests your subject lines to see its effect on open rates. To make it more obvious, place it in brackets at the start or end of the subject line.
Users aware of autoplay may find it annoying, but email marketing is a notable exception. Viewers will see that the video will start playing right away when they click your thumbnail in the email.
If customers have to click again after your website has loaded, they will become irritated. Keep the sound off by default, though. Nobody likes to be overpowered by noise in a peaceful office.
By including a video in staff email signatures, your organization may turn every email it sends into a marketing email.
Every one of us spends a lot of time on email. The majority of the available space in such emails is not being used. One-to-one emails with the customization capability combined with anything like a vibrant banner ad or video have the potential to generate significant engagement.
Animated thumbnails or GIFs can generate even more hits than still photos when used alongside a video platform. Most email clients support them, though not all do—Outlook 2007, 2010, 2014, and Windows 7 phones only display the first frame.
According to Litmus, 51.28% of email marketers that sent videos in 2020 admitted to occasionally using GIF thumbnails. You may also hear references to cinemagraphs, a subset of a GIF in which a single static image segment plays continuously. You can approach them similarly while using email marketing.
View the distinctions between a cinemagraph thumbnail, an image thumbnail, a GIF thumbnail, and an anchor link to a video below.
Nowadays, most videos are watched without sound, particularly by people at work who do not have headphones and do not want to bother their coworkers.
Make sure your video contains captions so that anyone watching it silently will be able to understand what is being said. Captions also make your video content more accessible.
Large files from unknown senders may activate spam filters. While there is no set pixel size to aim for, Litmus discovered that emails with good optimization often do not have more than 2.7MB of photos.
If your thumbnail is bigger than that, reduce its size or use a free program like TinyPNG to compress it. It will carry out this task automatically if you have a video platform.
Although it is recommended to send videos in emails, different situations and target audiences necessitate different approaches.
To determine what converts better, use A/B tests: More text or less text, a static thumbnail or an animated thumbnail, and so on. So that your teammates can build on your knowledge, record your findings in a test log.
Videos are a great way to engage consumers who are difficult to please since they provide a more immersive experience than words. Your email marketing will be more successful as you appeal to many audiences using the appropriate email templates, layouts, and design techniques.
Utilizing video in email marketing makes it simpler to communicate with subscribers because it grabs their attention more than writing does. Better explanations will maintain a higher level of engagement.
Videos are the most efficient way to convey information that would otherwise be difficult for viewers to read. Brands can create engaging videos that appeal to people's senses and provide them with a more immersive experience than they typically enjoy.
Include a few phrases in your email outlining the benefits of watching your video and a call to action encouraging readers to click. Be specific about what people should do following the viewing of your video. However, keep the text brief.
Instead of attaching the image or GIF to the email directly, you may link it to a landing page where the video is embedded and ready to play. If you are selling or releasing something, you can also use a Facebook Pixel or Google Ads for retargeting.
Here are the top strategies you may use right away to get noticeable results:
The use of video in emails is nothing new. However, the introduction of videos in email has been spurred by the startling data on video marketing over the last few years. Today, creating great email marketing campaigns requires the use of video content.
It will not just increase open rates but also make it simpler for you to engage subscribers and keep them around for an extended period.
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