Digital Marketing

Your 2019 Guide to Using Video in Email Marketing

It’s not news that video is at the forefront of marketing these days.

From creating videos for your website to hosting Facebook live sessions, this marketing tool has been transformed from a good option to a must-have if you want to effectively engage with your audience and generate loyal followers who will be more willing to buy. of you.

Video-based marketing is a great way to stand out from the multitude of messages people receive in their inboxes every day, not to mention how effective it is on social media.

This article focuses on using video in your email marketing. Read on for the technical parts of using video in your email marketing and the creative side for inspiration.

I’ve talked about using video many times in the past, but in case you’re still unconvinced or haven’t thought about using video in your email marketing efforts, it’s time to pay close attention. According to a study by SuperOffice, including videos in emails led to a six percent increase in open rate (the average open rate across all industries is about 25 percent).

Some other benefits of video marketing:

save timme. You can create short, engaging videos much faster than it would take you to write an 800-word blog. It also provides information to your viewer in an easy to understand way.

It can help SEO. Your Google search ranking can improve if your footage is seen and shared by enough people.

It is profitable. You don’t need CGI effects or animations to make something great. A video can be much more affordable to produce than a blog or ad.

draws attention. Especially when added to your newsletter, a video grabs your audience’s attention and compels them to want to watch it.

First, the technical part of video email marketing

Before you start thinking about ways to use video in email, you need to know how it plays in different email clients.

There are over 30 major email clients, including Gmail, Microsoft Outlook, Apple Mail, and Yahoo Mail, and some of them don’t qualify for video email.

Traditionally, marketers would use HTML5 (Hypertext Markup Language) to encode HTML video directly into an email, but recipients with certain email clients can’t play it. Many popular email providers will only display an alternate image and your marketing message will get lost in the crowd.

Fortunately, some of the popular services like MailChimp, Constant Contact, and AWeber make it easy to share between all providers by taking a screenshot image of your video and linking it to your original content on your blog, YouTube, Vimeo, or websites. Similar.

This gives the appearance that there is actually a video in your email and avoids technical issues with your email provider.

Instead of having to learn HTML5, there are also third-party services that can create a video snippet for you to include in the body of your newsletter. In fact, I did this in a recent newsletter of ours!

Check out Playable to embed a short video in your next newsletter. Playable will replace the video with an image of your choice if your email service provider does not support video technology.

>> Learn more about the features of our favorite email providers.

Regardless of which email newsletter tool you use, it’s crucial to test your campaign before you send it out. You’ll need to have accounts on all the popular email platforms in order to see how your footage performs on each one.

Sounds like a lot of work? Trust a professional marketing company that has been helping clients create successful email newsletter campaigns since 2003.

Then make sure it’s mobile

According to Hubspot, mobile opens accounted for 46 percent of all email opens. That means you want to make sure you keep smartphones in mind when doing video email marketing.

Fortunately, newsletter providers like MailChimp and Constant Contact let you test and see what your messages will look like before you send them.

It’s still important to keep the file size as low as possible so that the video doesn’t need to buffer to start playing. Mobile devices do not have the fastest download speed.

A good tip is to take a 10 second snippet of your video to use in the newsletter. That snippet can link to the full feature on your blog.

Also, always make sure autoplay is turned off, especially on mobile devices. Most people don’t like something to start playing (often loudly) while they’re sitting in the office or on a bus; they prefer to click Play themselves.

Now to the creative part

With the technical stuff out of the way, let’s see how you can create content that engages your viewers and brings more visitors to your website.

You need a plan with clear goals or else you are just sending content out into the world and hoping it will be seen and loved.

Why are you creating this campaign? To generate leads, brand recognition, followers…?

Once you’ve identified your goals and objectives, you can start thinking about the actual email and content you want to produce.

As mentioned, host the full video on a blog post, homepage, or even on social media, and then plan to incorporate a “sneak peek” of that video into your email marketing campaign, linking to the full version.

Here are six tips and inspiration to get you started:

1. Use the word “video” in your subject line to make your message stand out.

two. Promote an event. Let’s use a law office as an example. We created a short video using Wave.Video for one of our clients, A Family Law Firm, to promote an upcoming seminar they were hosting.

3. Offer advice. When it comes to video email marketing, users want short, easy-to-digest clips. A “Top 5” or “4 Ways to Improve” will get more attention than a 2 minute creation of you trying to explain a product.

Four. create a series. This is a great way to keep people engaged with your experience, as long as what you give them is valuable to them. Stay away from a five-part series on your latest offering. Instead, it solves a problem.

Using law firm video marketing again as an example, you could set up a list-building campaign and do a four-part video series on ways to prepare for a separation or divorce:

• Part 1: Do it yourself or hire a lawyer?

• Part 2: Presentation of the necessary documentation

• Part 3: Property Division

• Part 4: Supporting your children

5. Make tutorials. Your product or service solves a problem, so how can you show it to your customers? Educate your viewers with a brief explanation of how your product or service will improve their lives, using real-world examples.

6. Think out of the box. Now, not all of us have the budget that outdoor activities company Patagonia has; however, check out how they have integrated amazing images into their email campaigns. It’s not focused on your surf gear, but it’s relevant to your customers.

Whether you’re a life coach shooting some footage while on vacation, or a wellness provider giving viewers a glimpse into your dinner prep process, get creative and start filming!

Video email marketing can be incredibly powerful, substantially increasing your open, engagement, lead, and sales rates.

However, not every email needs to contain one. If you start using this marketing tactic every time you send an email newsletter to your subscribers, they will stop paying attention to you. Think of it as a way to stand out from the crowd, but don’t neglect your other tactics.

Crafting an email newsletter campaign with video (or without), choosing the right email provider, testing and monitoring open rates and engagement is hard work. And it must be done right or else you will end up alienating and losing subscribers.

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