In a world where attention is currency, standing out in the inbox is key.
It’s time to say goodbye to conventional email marketing methods and hello to a new era of engagement through video.
The digital landscape presents a powerful opportunity to elevate your email campaigns and captivate your customers like never before. And, right now, the most effective way to do that is with video in your email marketing campaigns.
We walk you through the hows and whys below.
The Numerous Benefits of Incorporating Videos in Email Marketing
The advantages of incorporating video in your email marketing strategy are ample. Not only does it boost click-through rates and appeal to youthful audiences, but it also has the power to command attention. But that’s just the beginning.
Enhancing Click-Through Rates
Email marketing platforms publish research all the time about this.
We’ve seen anywhere between 65% and 300% increase in click-through rates claimed for emails with video versus those without.
In our experience, it’s not quite that big of a boost. It’s more in the 20s and 30s. But that’s still a heck of a lot.
Especially if your CTR is already decent, to begin with.
Reach Younger Audiences
Millennials, who value work-life balance more than their health benefits or career advancement, spend an alarming amount of time checking email.
Adobe’s fourth annual Consumer Email Survey report reveals that workers between the ages of 25 and 34 check their email for 6.4 hours a day, with over a third checking their work email even before they leave bed.
On the other hand, workers 35 and older spend roughly 5 hours a day on personal and work emails and half of them won’t check their work email until they get to the office.
The results indicate an enduring obsession with email among younger workers, who are more likely to check their mail in nearly every situation, including while working out, talking on the phone, eating, walking, and even while in the bathroom.
When someone consumes that much email content, you need to do something different to get them to pay attention.
That something different is video.
Millennials are already used to getting most of their content in the form of video, so it’s a perfect opportunity to reach them with a familiar format.
Videos in Email Marketing Grab Attention Effectively
Videos have the power to captivate, engage, and stick in the minds of your audience.
In a world where TikTok and other video-driven social media apps rule the internet, people are increasingly craving bite-sized video experiences.
By embracing the video trend in your email marketing strategy, you’ll connect with your customers in a way that’ll keep them coming back for more.
Telling Your Brand’s Story in a Captivating Manner With Video
The power of video as a storytelling tool is undeniable.
By weaving your brand’s vision, mission, and values into a captivating narrative, you create a deeper connection with your audience.
Videos can evoke emotion, draw people in, and hold their attention like no other medium can.
The result? Increased brand awareness, engagement, and loyalty.
What’s better, you can add all the elements like music, effects, transitions, and more with any free video editor available online, so yes – it’s easy peasy.
And with the ability to tailor videos to specific audiences, you ensure that your message resonates and sticks.
Video Makes it Easier to Grasp Complex Topics
The proof is in the pudding, as they say.
When it comes to learning and retaining information, visual explanations reign supreme. Whether you’re a visual learner or not, the use of video provides a sense of completeness and coherence that words simply can’t match.
It’s not just us saying it, the research supports it too.
A study showed that visual explanations benefit participants of all levels of spatial ability. And, as the findings suggest, visual explanations can revolutionize the way we learn about anything – even products, events, or services.
Creative Ways to Use Video in Email Marketing
There is a multitude of ways to incorporate videos into your email marketing campaigns. Here are some creative ideas to get you started:
Behind-the-Scenes Glimpses in Video Emails
Bring your customers behind the curtain, revealing the inner workings of your business.
Showcase the craftsmanship that goes into creating your products, the collaboration and camaraderie among your team, and the care and consideration you bring to delivering your services.
It’s just as effective for a tiny solopreneur as it is for a national behemoth like the USPS:
By humanizing your brand, you create a deeper connection with your customers and foster a foundation of trust.
Video Product Demonstrations Provide Information About Recent Purchases
Showing the world what your product does is worth a thousand marketing pitches.
In today’s market, consumers are wary of most companies, and their skepticism extends to the claims made in advertising.
That’s why a product demo video is so powerful. And Ring has mastered this kind of engagement tactic:
By humanizing your brand, you create a deeper connection with your customers and foster a foundation of trust.
off to your audience. When you do, you’ll not only build trust but drive sales too.
Share Your Brand Story With Video
We touched on this earlier in the article, and it’s a fantastic way to reach customers in an authentic way.
In an age where digital storytelling is an increasingly powerful tool for businesses, it’s no wonder that video has become the medium of choice for many brands looking to share their story with their audience.
And your brand is no different.
After all, video has a unique ability to bring stories to life, helping companies to build an emotional connection with their customers and to create a lasting impact.
But, to truly capture your audience’s attention and drive engagement through your email campaigns, it’s essential to think about the way you craft your storytelling video.
It starts with understanding the format that will resonate most with your target audience and considering how you can forge an emotional connection with them.
Whether it’s through the use of special effects, or by exploring a character’s journey, the key is to create a video that grips your audience and captures their emotions.
Video Testimonials From Satisfied Customers in Emails
The power of authentic endorsement can’t be overstated in marketing. And nothing cuts through the noise of a million half-baked ads than customer testimonials.
By sharing testimonials in the form of video, you have the opportunity to give your audience a glimpse into the real-life experiences of those who have already taken the leap and put their trust in your brand.
These testimonials serve as a powerful form of social proof, helping to build trust and credibility with your audience. They also offer a chance to connect with your audience on a deeper level, sharing stories of transformation and impact, and inviting them to join the community of satisfied customers.
Providing Insider Tips And Tricks
Finally, consider using video to provide insider tips and tricks for using your products or services. This type of video can be a great way to provide value to your customers, build trust, and keep them engaged with your brand.
Some examples might include:
- Style and fashion tips: Offer advice on how to style your products, or provide tips on what to wear with different items.
- Maintenance and cleaning tips: Teach customers how to properly care for and maintain their products, including how to clean and store them.
- DIY and crafting ideas: Share ideas for using your products in DIY projects or crafts.
- Unboxing and setup: Give customers a visual tour of what they can expect when they receive their order, and show them how to set up their products.
Best Practices For Video In Email Marketing
When incorporating video into your email marketing campaigns, it’s important to follow best practices to ensure maximum impact. Here are a few tips to keep in mind:
Including The Word “Video” In The Subject Line
The subject line of your email is the first thing your customers will see, so make sure to include the word “video” to let them know that your email contains a video. This will help to increase the open rates of your email and ensure that your customers are more likely to view the video.
Placing The Video Below The Email Copy
When incorporating video into your emails, it’s best to place the video below the email copy. This will help to ensure that your customers have read the email copy before viewing the video, providing context and background information that will help them to understand and appreciate the video.
Enabling Autoplay But Muting Sound By Default
Autoplaying videos can be a great way to grab your customers’ attention, but it’s important to mute the sound by default. This will avoid any unexpected disruptions for your customers and ensure that they are in control of the viewing experience.
Adding Video Captions For Improved Accessibility
Adding captions to your videos can greatly improve the accessibility of your content.
This is particularly important for users who are hearing-impaired or for those who are in a noisy environment where they can’t turn up the volume.
Captions and transcripts also help with SEO by providing search-engine-friendly content.
And, they make it easier for users to understand what is being said in the video, even if they don’t have audio available.
Conducting A/B Tests And Measuring Results
As with any marketing strategy, it’s important to measure the results of your video email campaigns. Conducting A/B tests can help you determine what works best for your audience and what doesn’t.
By measuring key metrics such as open rate, click-through rate, and conversions, you can determine which version resonates best with your audience.
Decide on a set of email metrics that matter to you and then create split tests in the email marketing platform of your choice.
Start by testing the most critical elements first, such as the headline and call to action. These have the power to make or break your campaign, so it’s important to get them right.
By monitoring and measuring the results of your campaigns, you can make informed decisions on how to improve and optimize your video email marketing for maximum impact.
Conclusion – Start Using Video In Email Marketing Now
From boosting click-through rates and reaching younger audiences to telling your brand’s story in a captivating manner and making complex topics easier to understand, video is a versatile and effective tool in your email marketing arsenal.
With creative ideas like behind-the-scenes glimpses, product demonstrations, and sharing your brand story, video has the power to humanize your brand, build trust, and (most importantly) drive sales.
Embrace using video in your email marketing strategy to connect with your customers in a way that will keep them coming back for more.
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