8 EFFECTIVE WAYS TO USE VIDEO IN EMAIL MARKETING
Effective Ways To Use Video In Email Marketing – Reasons Why You Need to Use Video Content Marketing
Introduction
Why finding effective ways to use video in Email Marketing is so important?
Video is a hot topic, and any marketer is curious about using it in their email marketing. Why? Because video is engaging and fun.
Did you know that attaching a video to an email can lead to a 6% increase in open rates?
Email and video marketing are two services that can be combined and produce great results because one is engaging and the other is profitable. Moreover, email marketing is the most inexpensive way to reach different audiences and the easiest to measure.
Videos are a fantastic way to engage your subscribers. It increases your chances that your message will be treated with priority over other emails.
Check out the top tips and tactics for using video in emails for excellent results.
Keep in mind, however, that merely incorporating video into your email marketing efforts is not enough.
How to use video in email marketing
Video has more email support than in the past, but still no universal internet support.
Video doesn’t just instantly play if you include it. It’s a gradual improvement that can be made wherever possible, but it’s always best to check your subscriber list and see if enough of your audience could watch the video in the email.
For example, email clients such as Gmail, Outlook, and Thunderbird, and others often do not meet the technical requirements to play a video in the email directly. It’s best not to use autoplay.
Still, 76% of marketers plan to increase their use of YouTube and video marketing as a video has an undeniable impact on email key performance indicators (KPIs):
Video increases opening rates by 19%.
Video increases click-through rates by 65%.
Video reduces unsubscribes by 26%.
Effective Ways to use video in email marketing
1. Send video newsletters
If you give your subscribers scheduled newsletters without a video, you lose! There are many ways to embed video in your newsletters to be effective. If your business creates many videos, you can benefit from including them in your newsletter so subscribers can catch up on what they may have missed – mostly if your subscribers prefer to watch rather than read.
Another way to use video in your newsletters is to collect popular videos in your industry. If your company doesn’t make too many videos, this is the perfect way for you. It’s also a good idea to create a video summary of your weekly content.
If there is an ad that has shocked your industry recently, include this video in your newsletter along with a relevant blog post where you discuss your thoughts. It will drive traffic to your blog.
2. Use video as additional content to impress your subscribers.
Email subscribers will likely be pleased with the variety of content you offer, so taking it a step further with a twist might wow your audience.
You can also use email to inform subscribers about the values that matter most to your business.
TIP: Share It for More Impact! Host your video on popular platforms like YouTube or Vimeo to give it more sharing and visibility. These platforms are absolutely free and have proven to be great for driving traffic, generating leads, and building your brand.
3. Personalize your email messages.
One of the main goals of any marketing campaign is to generate new leads for your business.
After receiving your name, email address, and contact information, the next step is to initiate the communication process.
But how to make a difference and stand out of the mailbox?
The personalized video should contain information and details that are relevant to your customer.
For example, you can send a personalized video to the customer, and the video will be based on his use of the product or service. Or, you can send a personalized presentation based on the customer’s requirements.
The options are endless.
Including such personalized videos in your email communication could double your response rate.
TIP: If there is a link to a video in the email, you can also include
the word "video" in the subject line.
This option was tested, and the opening rate increased by approx. 7%!
4. Tell visual stories
Stories are great for video presentations. Therefore, at the beginning of your email series, consider using them to connect with new subscribers.
You can tell about your company’s origins, foundation, mission, and where it aspires to go. What’s essential, try to intertwine your story with your audience’s level so they can see how this business relationship might be mutually beneficial.
5. Create Video Marketing Testimonials
One of the best methods you can use to grow your business is customer testimonials.
For both email and video marketing, testimonials can be a goldmine for engagement, increase purchases, and help people become brand ambassadors.
Imagine what could happen when you create a marketing campaign that includes a video email with testimonials. It can increase brand awareness by using fewer words than the entire campaign would require.
The fact is, of course, that creating videos with references is not that cost-effective. But the person talking about how your product made her life easier – or, better yet, how your product made her the person she wanted to be – will pay off in full.
6. Include video in email subject lines
Videos are an excellent way to engage your subscribers. So for more clicks in the email, let them know there’s a video waiting inside.
Your email format is essential, and it starts with the subject.
Try including “Video” or a corresponding emoji in your subject line to entice subscribers to open it. It can make your message more attractive, and likely, more users will click on it. And if so, half of your work is done.
There is evidence that this can increase the open email rate by 19%.
Put the word “video” in parentheses at the beginning or end of the topic to make it extra clear. It should look like this: [Video] “Your topic” or “Your topic” [Video]
Another important formatting tip is to embed the video in the email in a place that keeps readers interested. Including videos at the beginning of your email is a good idea, but appending them at the end encourages readers to keep reading to understand the video better.
TIP: Long videos rarely intrigue an audience. Remember, if your video lasts a number of minutes with a long speech, you will lose your audience. That’s why large videos are a strict no-no. Also, they require too much time for attachment. Keep them interesting and short, between one and two minutes.
7. Use a GIF or a Cinemagraph
One of the best video marketing tactics in emails is to use an animated GIF. It is an obvious choice for clip art, flat graphics, simple logos, icons, etc. GIFs have been around for a long time and are supported by almost every email client.
Some email programs do not support GIF files, in this case, they will only display the first frame, so it’s best to put all user information in the first frame of the GIF.
This way, your audience will be able to read about special offers and get them to click on a call to action.
If creativity is an integral part of your brand, consider using GIF cinematography
In short, the cinematography is a static image with one or two elements moving to give the impression of a film that has something special about it.
Use them if they match your brand’s tone.
8. Use the play button
Using a static image with a “play” button is one of the most useful video marketing tools.
It’s an easy way to “embed” video into your email marketing campaign and combine video marketing with email marketing. It is also one of the most effective.
The process is relatively simple:
Use an image of your video with an inactive play button that directly links the user to your website, YouTube, Vimeo page, or landing page.
You can use an image from the movie you will be using, a screenshot, or an actual thumbnail of the video.
In this image, add a play button element so that the image looks like a video waiting to play.
After clicking the CTA, the user will be redirected to the video.
TIP: Use the autoplay option on the landing page. It doesn’t make sense for the user to click on a play button twice. However, be mindful of the sound. It’s best for the video to be muted, just like the social media videos we bump into on various platforms.(opens in a new tab)
Effective Ways To Use Video In Email Marketing – Conclusion
Video becomes a more and more popular medium in marketing; 83% of marketers feel its importance is only growing. Incorporating this into your email marketing can bring many benefits, such as new and engaged subscribers and increased conversions.
Did you know that over 80% of companies use video in their marketing activities?
This is likely due to the results they get from incorporating video into their campaigns.
There is only one conclusion; effective ways to use video in email marketing can be beneficial and valuable for your business’s growth.
Using video, you can use your audience’s imagination to absorb information visually – something text doesn’t do.
With video, you can make dense topics more appealing to your audience.
