Leveraging Video in Your Email Marketing

VideoVisual media has been one of this year’s biggest content marketing trends. It’s easy to see why since people respond to imagery.

We can absorb it quickly, especially since we’re overloaded with content.

Brands are finding all sorts of ways to add visual content to their marketing mix. When it comes to email marketing, there’s still a big opportunity to leverage visual content in your campaigns.

For the sake of this post, let’s focus on video.

The Power of Video

According to a new report from ReelSEO, 60 percent of marketers now use video for email marketing purposes. Other stand out stats from this report:

  • Eighty-two percent viewed video marketing as effective
  • Fifty-one percent stated that a link to a video was the most effective method
  • Sixty percent confirmed that video email improves conversions
  • Seventy-three percent said video email was most effective for product/service promotions

Needless to say, video shouldn’t be overlooked. Wayne Wall, CEO of Flimp Media and founding member of WVMC, shared some suggestions on BtoB about incorporating video into your email marketing mix:

  • Make sure recipients can find the video. A video can get lost in an email so make sure it’s the main focus.
  • Make a quality video. Yes you can use your smartphone to create a video, however you might be hurting your brand if you create a poor quality video.
  • Make sure you have a clear call to action. “Your emails should be succinct, doing everything they can do to point the reader towards your call-to-action so that email send can generate clicks and conversions,” adds HubSpot contributor Allyson Galle.

And a few more best practices from a new infographic produced by Email Monks:

  • Ensure the video play controls are visible. In case your video can’t play in a recipient’s browser, always have a back-up. Having a fallback image ensures there will be more user interaction leading to an increased conversion rate.
  • To create buzz, encourage recipients to share the video. For example, add social sharing and forward to friend’s options.
  • Put “video” in your subject line and highlight the video content so your content becomes more receptive.
  • Improve opens and click throughs by segmenting subscribers that have previously watched video or opened emails featuring videos.
  • Set the sound for auto-play videos to “off” in your email. This can reduce complaints and unsubscribe rates.
  • Use videos that are an appropriate length, around two to three minutes. No one wants to watch a long video. Using a short video ensures subscribers are viewing it in its entirety, which ultimately results in better sales.
  • Restrict promotional videos.
  • Let subscribers know why they should watch the video. Highlight its value in your copy. Answer the question, “What’s in it for me?”

How to Integrate Video in Email

Email Monks also share some ideas you can use for videos:

  • Product and/or service demonstration are great for video, especially if you are a product-based company.
  • Ask customers to provide video testimonials. It’s a great way to mix things up.
  • Walk-through your company and record it. This is great for real estate and architectural companies. Or introduce your team. Show your subscribers who they are doing business with.
  • Record a commercial instead of creating an email with a lot of text.
  • Create an educational video series. Keep the videos short, create a proper call-to-action, and release them through an email campaign with supporting text.
  • Record a personal thank you. Get your team involved and have them record a thank you message to share in your welcome emails. It could be the CEO, the face of the company, or the people your customers are doing business with.

Videos grab the attention of your audience, they are quick to consume, and easily shareable. Plus it’s a nice alternative to a bunch of text.

We’d love to hear some examples of videos you’ve seen in emails and loved. Share them in the comments.