How to Use Video in Email Marketing? – Video has become the most popular digital marketing trend. When done right, it’s engaging, entertaining, and gets ideas across faster than any other medium. On the other side, email marketing has been about since the mid-70s and is an excellent way to communicate effectively with customers.
You are perhaps interested in whether or not you should include a video in your next email campaign. Read on to discover why you should and learn some best practices for having videos in your email campaigns.
How to Use Video in Email Marketing?
Anyone in any industry can try video email marketing. Whether you’re a real estate go-between or a small business owner, you can use video to increase open rates, clicks, and conversions.
The world’s best marketers are increasingly using video, with 78% planning to increase their use of YouTube and video content. Counting video content in your email marketing campaign can increase your open rate by 19%, increase clicks by 65%, and reduce unsubscribers by 26%.
A study showed that 11.4% of potential customers who interact with a video make a purchase. And the longer a watcher timepieces a video, the more likely it is to convert. As you know, most leads don’t end in conversions. However, including a video in your email to re-engage old leads who did not buy your product can generate an additional conversion rate of 0.29% and get 6.5% of those who saw the full video to take A purchase.
How to Start your Video in Email Marketing?
Plan your Campaign
The first step in creating an impressive video marketing email is to think about your campaign strategy properly. What is the purpose of your email? Is it to display a product or promote a sale? What email marketing software will you use? It can be a monthly newsletter or a friendly reminder to take action.
Whatever it is, make sure it is nice-looking to your audience. You don’t want to end up in the spam folder! When you’ve identified your target audience, do your research thoroughly and see what the competition is submitting. Please make a video email marketing budget and stick with it.
Create Amazing Videos
When you have planned your strategy, start thinking about videos you can include in your email. For example, suppose you are creating a promotional video for sale. In that case, you can consist of an animated image or even an email banner that includes the discount code or the percentage to be discounted, like this Domino ad:
If you are new to an email marketing video, a company video or product explainer video is an excellent place to start. Even if you don’t think your creation is exciting, there is always a story to tell, even if it’s about you and your employees!
Take, for example, this company video template:
Use this template
Or this product tutorial template:
Use this template
Clipchamp’s video editor is the easiest way to create videos for your email strategy. No technical knowledge or experience is required. It’s super easy and free! The Clipchamp editor is perfect if you don’t want to record your footage, as it has professionally made footage for you to use in your video.
Test your Video
Show your video to a select audience, such as your family or friends, to ensure that the message you are trying to take works. An easy way to share your videos is through Clipchamp’s sharing feature. When you connect to Google Drive, you can easily share via Facebook, WeChat, email, and more, or directly copy the URL to share and send it to your friends.
Best Practices Video Email Marketing
Embed Video in HTML
If you encode your email in HTML5, a common misconception about video in emails is that it plays from within itself, although this is not always the case. Not all email clients can play embedded videos. Most email clients display a static image. Here’s a helpful table with email clients that play embedded videos.
The two most common ways to embed videos in emails that we will see below are:
- Images with hyperlinks
Videos as GIFs
The best way to show short videos is with GIFs. Clips shorter than 10 seconds generally work best to keep frame rates high and make the GIF perform better. It’s also a good idea to bandage your GIF to a smaller file size, so it takes less time to load when opening the email.
One object to note about GIFs is that approximately email services don’t provision them. Outlook 2007, 2010, and 2013 do not show animation. Instead, the first frame will appear. To overcome this problem, you must include vital information: a call to action, an offer, or a title in the first frame of the GIF.
Here’s an example of how you can enhance a GIF to your email to highlight a new product feature. GIF animation shows the part in just a few seconds and makes the message go through quickly.
Static Image with Play Icon
This is a great concept, as all email clients should be able to display images. Either your email client blocks externally hosted photos, or it doesn’t support background images, or a firewall blocks access to our image servers.
Campaign Monitor has some tips and tricks to overcome image blocking, including web links and alt text.
Other than that, images are still a great way to display video without embedding it. How do you do it? Create a great thumbnail of your video and add a play icon in the center. Create a hyperlink in the image to where your video is hosted, such as Vimeo or YouTube. It appears like a video, but it’s just an image linked to your video.
Use others like Fotor for a simple graphic design that does not require experience or if you want more advanced editing you can use Photoshop to change color, blur the background, remove the background, combine layers, and many more.
Dos and Don’ts of Video in Email Marketing
Play with the Matter
Do you want to upsurge your open rates? Try using the word “Video” in the subject line. According to a report from HighQ, adding [VIDEO] to the subject can dramatically increase your email open rates by 19%. Not only that, they started a 65% increase in click-through rates and a 26% reduction in unsubscribe rates. Why? Because people want videos!
Do not Add Large Files
The greater the file, the longer it will take to weigh. Your readers won’t wait much lengthier than 3 seconds to see your entire email. Try using the Clipchamp functions to compress your video into smaller files without losing visual quality.
Try Adding a Video to Your Email Name
It’s a very clever way to add a personal touch to your emails. Within the email signature settings, there is an option to add an image. Insert your GIF there to make it play automatically! But recall that some email servers don’t play GIFs, so make sure your first frame is the one you want everyone to see.
It is often used to add your company logo. Why not try adding an animated version of your logo or a funny animal waving like this?:
To distinguish how to use videos in email marketing campaigns, look at our other articles to create excellent video content. You should know how to add text to a video, how to add music, and how to split the video quickly and easily.
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