Videos are fast becoming an inseparable part of every platform, and email marketing is no exception to it. In fact, many experts find videos as the next big thing in omnichannel commerce. This shows the growing importance of video marketing, and using them in your emails can prove to be a great move for improving your engagement. Despite the potential benefits they have, email developers generally don’t dig deep into this subject. If you are open to exploring video email marketing and what it can do for your brand, you are in the right place. Today, I am going to cover the why, how, and insider tips of using videos in your HTML emails to make the most out of this popular content distribution format and also get creating the video updates.
Why You Should Go For Video Marketing
As humans, we are visual creatures who are hard-wired to process graphical information 60,000x faster than text. In one of its studies, Google finds that 50% of the people will consume a video related to the product/service before they go to a store to buy it. Talking specifically for email marketing, Campaign Monitor finds that using videos in your HTML email templates can help you:
- Increase Open Rates By 19%
- Reduce Unsubscribe Rates By 26%
- Increase CTR By 65%
I feel that are enough actionable insights for getting started with video email marketing. This will make your messages more engaging and in-line with the reader’s content consumption habits, plus sending them in their inboxes ensures that you don’t need to fight for their attention with your competitors hovering on the screen.
How To Use Videos In Your Emails
To begin with, you can, of course, embed them directly on your email template using HTML 5, but that’s not something I recommend. The support varies for different email clients, and to be on the safer side, you should try this lengthy alternative method that ensures renderability: Firstly, host the video content on your website or a third-party app like YouTube. Next, embed the code inside your HTML template but make sure to turn off the autoplay option since it may get inconvenient for the recipient in many cases. This method helps ensure seamless renderability, but more importantly, it helps keep your email’s file size low. I also suggest providing an option to keep the sound off and adding captions.
Many email developers provide an image accompanied by a CTA button containing a hyperlink to the hosted video. This is a great alternative method since it also provides you with analytics data, unlike embedding videos directly inside the template. If you don’t already know, it isn’t possible to check if your message is opened or not due to compliance reasons. The ESPs usually embed a really tiny image of around one pixel, and if it loads successfully, they consider that the message is opened. I hope this very well explains why you can’t access analytics for embedded videos. If you aren’t looking forward to producing high-quality videos, you can also experiment with APNGs, GIFs, and cinemagraphs.
Tips To Nail Video Email Marketing
In this section, we will discuss how you can ace the game of video email marketing with minimum efforts:
Be specific on why you are creating the video and sending it in-mail. The reason is simple: it takes a lot of effort and hypes up the recipient. Thus, sending a substandard quality video that doesn’t live up to the expectations can do more harm than good. You should do thorough research before you finalize the script and create an engaging, aesthetically attractive video.
Keep it short and cover only one topic inside your video as you do with the email copies. For instance, if you are sending for onboarding purposes, you should only cover the details that help your subscribers understand the initial process, like in the below example:
Make sure that you are using the word ‘video’ in the subject line and the preheader text since it plays a pivotal role in increasing open rates. Also, you should use the email copy as a prop to support your videos and make your message more intuitive. Here’s an example of using the email copy to support the video embedded wonderfully:
Don’t forget the CTAs while doing video email marketing. A common mistake I observe in so many emails is missing on the CTAs or at least not optimizing them enough. Always use a powerful CTA button that leads your audience to action after watching your video. In most cases, you would want them to land on your website or landing pages, so make sure to include a relevant call-to-action button. Here’s how a catchy CTA button amplifies the intent behind sending a video inside emails:
Coming towards the end, I would like to emphasize keeping the whole exercise focused on adding value. The videos should be compelling, and they shouldn’t disappoint your subscribers since they will damage your brand value to a large extent. I hope this article covered all of your questions regarding video email marketing, and it adds value to your future outreach efforts.
Author Bio: Kevin George is Head of Marketing at Email Uplers, one of the fastest growing PSD to Email coding companies, and specializes in crafting professional email templates, custom Mailchimp email templates design and coding in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz, and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.