Video is one of the most effective communication mediums, while email is one of the highest converting marketing methods.
Combine these and you can supercharge your marketing efforts.
In 2020, it is estimated that around 306 billion emails will be sent every day all across the internet.
Email marketing is still today one of the most effective ways to market your business, second to word-of-mouth marketing. Emails also reach about 85% of the audience.
The use of videos in marketing today has also been known to be very beneficial to boost sales, deliver remarkable ROI, and increase engagement amongst many other reasons.
Combining both of these strategies, videos, and email can be a very powerful strategy for any company to dominate its market.
In this article, we will discuss:
- what makes video email marketing different from standard email marketing
- the different types of videos for email marketing
- the benefits of using video in emails
- and finally the 7 best video email marketing tips you can use to bring in more clients, engage with them better, and ultimately increase revenue for your business.
Video email marketing is the use of video in email to elicit an emotional response from the viewer, trigger an action, or to simply convey a message to subscribers.
Today, emails are capable of embedding HTML5 videos, GIFs, or thumbnail images attached with a link directing the reader to a video hosted on another platform (i.e. website, YouTube, etc.).
HTML5 is the latest language for embedding videos directly into an email, and can now do what marketers have been trying for years. Rich media experience gives viewers an engaging interaction with the viewer.
Apple Mail, iPhones, iPads, and Outlook all support HTML5 videos, so using HTML5 is definitely a great way to increase open rates in emails.
Animated .GIF (Graphics Interchange Format) videos are also effective in garnering higher open rates versus static images or text. These .GIFs automatically play short-looped videos immediately when the viewer opens the email but doesn’t play sound.
Images like PNG (Portable Network Graphics) can also be used to visually make an email stand out. Like an animated GIF, images have been known to increase clicks since they’re more engaging with the audience and helps to visually deliver the message.
HTML5 embedded videos, animated .GIFs and PNG images are all beneficial ways for any small business owner to entice their subscribers to open, watch, or take action from emails.
Let’s now go over the different types of videos for email marketing.
87% of businesses use email to distribute their content.
Here are the most common types of videos used in email marketing.
83% of B2B companies think newsletters are important and use these email newsletters regularly in their marketing strategy. Adding a video to your standard email newsletter can exponentially increase the engagement rate of your emails.
A video sales letter is a sales letter, but instead of being written it’s spoken, usually with text on the screen. The ultimate goal is to get viewers to buy your product or service.
VSLs are hosted on a landing page with a call-to-action (CTA) at the end of the video, or a button that pops up once the video is finished playing.
VSL’s are engaging, visual, convey emotion, and are a highly effective marketing tool. At the end of a successful VSL, customers are ready to buy!
Announcement videos include upcoming events, promotions, product launches, and fundraising efforts. These types of video emails help spread your brand’s message and perform better than only text announcements.
49% of the consumers reported that they would like to have a regular promotional email from their favorite brands.
A video demonstration of your product allows the audience to see the actual product and how it works. These videos build trust and credibility with your visitors since they can see your product in action. Product demo videos play a huge role in influencing purchasing decisions.
Sharing the experiences of your past customers is a great way to attract new prospective customers. Testimonial videos feature satisfied customers sharing their experiences with your brand. These types of videos make your brand trustworthy and reliable, which will boost your sales.
93% of consumers said they look to testimonials and reviews of existing customers before making a purchase.
Teaser videos create curiosity, which leads viewers to find out more about your product or service. When a teaser video is attached in the email it can increase your email’s click-through rates (CTR), which means better engagement and hopefully more profits.
Videos sent in a series of emails can be a successful long term marketing strategy. Emails sent consistently keep your subscribers engaged with your brand.
Educate your subscribers by providing valuable information gradually in bits and pieces through a series of emails. You can even add these to an autoresponder sequence, so they’ll send out automatically over time.
86% of consumers want to see regular video content from their favorite brands.
Videos play a vital role in shaping consumer behavior and when added into the email copy, it can show some exceptional results.
An email with a video has a 300% higher click-through rate (CTR) compared to emails without videos.
Videos play an important role in a consumer’s purchasing decisions. Marketers reported that they have seen a 66% increase in their lead generation every year, through video email campaigns.
On average internet users spend 16 hours watching video content online every week. People watch video content on various platforms and share it with friends.
Adding a video message in an email along with engaging text can take your email marketing campaigns to the next level.
The attention span of internet users has decreased over the years. You have to grab attention and deliver your message as quickly as possible, ideally within the first 5 seconds or they’ll be gone to another video, website, or some other distraction.
Videos allow you to deliver more information in less time.
The ROI of a normal email marketing campaign is high. According to DMC, every $1 spent on email marketing gets you a return of almost $42, which is an astounding 4100% profit. Note that these numbers are without a video attached to the email.
Video marketing itself has a huge ROI, so combining email and video can generate insane numbers.
The video link attached in the email copy will direct the reader to your website where the video is being hosted. This will increase traffic on your website and improve your website’s ranking on search engine results.
Now that we know what video email marketing is, the different types of video for email marketing, and the benefits as well, let’s now look at some tips and strategies to use today!
- Record Personalized Video
- Create GIF
- Add a Call-To-Action
- Word ‘Video’ in Subject Line and Email Copy
- Turn Off Autoplay
- Use Analytics
- A/B Split Test the GIFs or Thumbnails
A non-appealing video that only promotes your products and services will drive away your subscribers, or worse yet bore them. Adding a personal touch to a video is a great way to keep your audience engaged.
Good brands can build trust and increase audience engagement by adding personalized greetings, like addressing them by their first and last names, and building a human connection by adding playful emotions and making jokes.
Recording an HD or 4K video is now easier than ever before. You can shoot straight out of your pocket from a high-resolution smartphone and embed it in your email (depending on your provider) to attract those high-quality leads.
These simple high-quality professional videos with a personal touch can generate a lot of sales. Get comfortable with being uncomfortable!
Some email providers don’t allow for embedded videos. Instead, you can create a short GIF that loops a portion of your video. When this is clicked it’ll take the user to the full version of the video.
Another option is to create a compelling screenshot and have this link to your video.
GIFs are short animation or a small part of a video that can be embedded in all email services. These can be added to the email copy with a video link attached to it.
GIFs are the best interactive way to grab the reader’s attention and create a curiosity to watch the video.
Thumbnails with the video link attached to it can also drive traffic to your web page.
The other option is to choose an email marketing provider that 100% supports embedded video.
Adding a Call-to-Action (CTA) is an absolutely vital part of any marketing strategy. Your strategy should provide valuable information to your audience and encourage them to take action.
To have a successful email marketing campaign, you’ll need an interesting and engaging email copy, a solid subject line, and thumbnail, GIF, or embedded video.
Your email copy should be geared towards getting your users to watch the video, click the thumbnail, or click the video link.
There are hundreds of emails sent across the internet daily, most of them are left unopened and unread. You have to be innovative when creating email marketing campaigns.
One of the most important parts is writing a great email subject line that actually gets opened.
According to Campaign Monitor, adding the word ‘video’ in the subject line increases the chance of getting read by 19%.
Along with creating an informative and entertaining video, it is also extremely important to have an engaging email copy.
Your email copy should encourage your visitors to click or watch your video, and maybe even reply to your email.
Turn off the autoplay option on your landing page. It’s a huge turn off for viewers. Just think about autoplay video ads and how they ruin your browsing experience.
Give the audience full control over how they prefer to watch videos. That way the audience will be comfortable and be more likely to take action on your video.
Also, make sure the thumbnail and text in the email copy are enticing, that way the user will be too curious or excited not to watch the video.
The video links that are attached in the email can direct the user to various platforms including landing pages, YouTube, Facebook, and any other video sharing platform.
By using analytics tools on these platforms you can analyze and study your audience’s behavior and engagement. You can test which video email is performing well and are generating leads.
By using this information you can improve your email copy, video content, subject lines, and more to better cater to your audience.
A/B testing also known as split testing is a process of displaying two different versions of the same GIF, thumbnail, email, or web page to a different section of users simultaneously, and comparing both versions’ performance.
Many aspects contribute to the performance of email and web pages. When applying A/B testing, make sure to test by changing one aspect at a time, which will make it easy to find out where improvements are needed.
A/B testing can result in insightful outcomes. You’ll learn what your visitors like best, and the types of marketing messages they’re most likely to respond to.
By using these test outcomes you can achieve astonishing results and generate higher revenue from your emails. You can measure which GIFs and thumbnails have more click-through rates, which will help improve the results of future campaigns.
A/B testing is a low-cost process that provides some valuable high rewarding results.
By now, you have an idea of how videos in email marketing work and how impactful it can be on your business and digital marketing strategy. Email marketing provides great results for marketers and businesses.
For a successful email marketing plan your email subject line, email copy, and video content should be engaging and streamlined in such a way that takes the reader through the end of the sales funnel.
So, start recording your videos today and test a variety of different subject lines, email copy, and .GIFs to see which one gives you the best results.
More Buzz Online takes care of all the technicalities of your video email marketing strategy. We provide an effective video email marketing plan that will boost your engagement rate on your emails and increase traffic on your website.
Fill this form or Call Us at (805) 870-5687 to get a free 30-minute consultation, we will guide you through your video email marketing plan.
Read our next article 7 Reasons Why Email Marketing is Important.
Owner of More Buzz Online, LLC., an internet marketing consultant, and blogger. With 10+ years of digital marketing experience, he’s passionate about leveraging the right strategic partnerships, content, and software to scale digital growth.
Larry lives in Southern California and writes about internet marketing for small businesses and professionals as well as blogging like a business owner, not another writer at https://morebuzzonline.com/blog.