Using Videos In Email Marketing – 7 Proven Ways To Get Results

With growing competition and changing customer behavior, it’s becoming increasingly difficult for marketers to reach customers’ inboxes. As per Statista, in September 2020, 47.3% of emails were sent to spam folders.

Adding videos to your emails can do wonders for your email marketing campaign. They help your emails get noticed and improve audience engagement.

Email open rates improve by 19% and click rates by 25% if videos are used in emails. Just by using “video” in the email subject line, the open rates increase by 6%. Customers are 85% more likely to purchase after watching an informative product video.

What these statistics indicate is that visual content has a powerful impact on email marketing performance. Therefore, if you have tried several email marketing tactics with little or no improvement, it’s probably time to try video email marketing.

Why Use Videos in Email Marketing?

With a median ROI of 122%, email marketing has proven to be a super-effective marketing channel. Videos can increase its effectiveness even more. Here’s why.

  • People find videos more attractive and entertaining than text and static images.
  • Videos can present complicated and lengthy information in an easy and interesting manner.
  • Videos are easy to remember.
  • Videos, if they strike the right chord with the audiences, can go viral.
  • Videos can be optimized for search engines with focused keywords.

Incorporating Videos in Emails – Some Interesting Ideas

More than 88% of marketers today understand that using videos in email marketing is a surefire way to get the audience’s attention. Videos in emails add a fun element to it and impel viewers to take some action.

If you, too, are looking for the most efficient ways of using videos in emails, here’s a rundown of some interesting ways to incorporate videos in your email marketing.

Create Video Series

If you have a lot of information to share with your subscribers, then creating video series consisting of short videos is a good idea. With the average attention span of viewers getting shorter, sending long videos to your audience may not be a good idea. So break your videos down and send them as a series of short videos.

Create interesting, hard-hitting, and relatable videos that get straight to the point. Basically, create videos that appeal to their emotions in a short period of time.

This way, you will be able to keep your viewers’ attention and leave them wondering what’s coming next. Look at how Obagi creates continuity in its emails with its video series.

obagi

Source: Obagi

Delight Your Audience With Interesting GIFs

As discussed above, people these days don’t have time and patience for long videos; that’s why short and sweet GIFs always win. A fun and interesting animation can be directly added to the email as it comes under the image category and doesn’t take up much space.

Be creative to design your GIF and spice up your email campaigns. Google has used this GIF to celebrate their subscribers.

 

litmus

Source: Litmus

Showcase Your Company’s Culture

A good way to connect with your customers is to display your organization’s culture.

Therefore, consider adding a video to your email that showcases your company culture. This could include your beliefs, ideals, interesting facts about your company, behind-the-scenes, and how your products are made. You can even share if something new and noteworthy is going on at your company.

You can even include a fun video featuring your team in your email, just like the example below:

Vidyard

Source: Vidyard

Stories spark emotions in humans. When you combine real emotions with an interesting story in a video, you connect with your customers on a deeper level. The story could be about your business journey, your product journey, or short inspiring stories about how your solutions helped people/businesses.

This enables you to show your human side and build trust with your audience.

Use Videos For Providing Product Information

You can use videos as a way of sharing useful information with your audience. ‘How-to’ or ‘step-by-step guide’ videos can inspire people and get them to act.

It is good to send such videos to your customers after they have purchased your product. Such videos help improve customer experience.

You can also create tutorials for your audience to educate them while also promoting your products and services. At the end of such video tutorials, you can add a CTA button so that audience may know where to go to buy your product/service.

Look at how this email from William Sonoma demonstrates how to use their product.

williams sonoma

Source: Williams Sonoma

Introduce Your Team Using Video About Us

Who they are buying from really matters to the buyers. They want to know who’s behind the brand and whether they should be trusted or not. An “About Us” video, sent out as part of an email marketing campaign, can help make a powerful connection!

This “About Us” video from Spotify is a great example of a video that introduces their company and how it provides value to the customers.

spotify

Source: Spotify

Share Video Testimonials

As per a survey, 79% of people watch customer testimonial videos, and 77% find them a convincing factor in their buying decision.

Adding customer testimonial videos not just helps you gain customers’ trust but you are also able to add more people to your loyal customers’ list without much effort.

Here’s a good example to get inspired from.

99 designs

Source: 99designs

Things To Remember When Using Video Email Marketing

Set goals: Set goals from the beginning and know what to accomplish. Connect your video email marketing goal to your ultimate business goal-Sales Conversion Rate.

Track results: Track the success of your video email marketing campaign by tracking the number of times audiences viewed your video, the number of minutes viewed, most viewed video, etc.

Test before sending: Test your video emails across multiple email clients and devices. Also, check the quality of your video before incorporating it into your emails.

Create emotional connection: To evoke emotions through your videos, think of your audience’s pain points related to the topic of your video and then present your product/service as the solution.

Keep it short:  Long videos can backfire, and audiences may lose interest. So keep your videos short and to the point. Use a script to stay focused.

Subject line: Use the word “video” in the email subject line.

Wrap Up

Marketers who are embracing visual content are seeing huge returns in terms of increased leads, customers, and revenue. Whether you’re already a pro of creating visual content or just interested in dipping your toes into the exciting visual content space, these video email marketing ideas can provide that extra boost to your email marketing efforts.



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Author: Robert Duke
Robert Duke is a Marketing Manager at Blue Mail Media. With over 10 years of experience across B2B Marketing, Lead Generation, and brand marketing, Duke has helped several SMBs and large-scale organizations to elevate their marketing strategies.
Lance Rogers, Consultant