Tips to Use Video in Your Email Marketing Campaigns
Email marketing has been a staple of digital marketing for many years. However, as consumers’ attention spans continue to shrink, finding new ways to capture their attention is crucial. One way to do this is using video in your email marketing campaigns. Video is engaging, memorable, and has the power to evoke emotion in a way that plain text cannot.
In this blog post, we’ll explore how to use video in your email marketing and provide tips for creating effective video content.
⏩Choose the Right Video Type: The first step to using video in your email marketing is to choose the right video type. There are many different types of videos that you can create, including product demos, customer testimonials, and explainer videos. Consider your audience and the goal of your email campaign when choosing the type of video to create.
Whatever type of video you choose, ensure it aligns with your email campaign’s overall goal and message. For example, a product demo video would be a good choice if you promote a new product. A customer testimonial video would be more effective if you want to build trust and credibility with your audience.
⏩Keep it Short and Sweet: When it comes to video in email marketing, less is more. Keep your video short and sweet, ideally under one minute in length. Many people check their emails on their mobile devices, and long videos can be difficult to watch on a small screen.
Your video should get to the point quickly and provide value to your audience. Consider creating a teaser video that provides a sneak peek of your content and encourages viewers to click through your website to watch the full video.
⏩Use a Thumbnail Image: Choose an image that accurately represents your video and is visually appealing. Including a thumbnail image in your email is a great way to entice viewers to click through to watch your video. It will help grab your audience’s attention and encourage them to engage with your content.
⏩Personalize Your Video: Personalization is an important aspect of email marketing, and it’s no different from video. Use your recipient’s name and other personalized data in your video to make it feel more relevant and tailored to them.
For example, you could include a personalized greeting at the beginning of your video or use dynamic content to change the video’s message based on the recipient’s location or purchase history.
⏩Optimize Your Video for Email: Optimizing your video for email is important when using video in email marketing. It means compressing your video file to take up only a little space and play seamlessly within the email client.
You should also include a clear call-to-action (CTA) in your email that encourages viewers to click through to watch your video. A button or hyperlink could take viewers to a landing page to watch the full video.
⏩Analyze Your Results: Analyzing your results is important for any marketing campaign to see how your video content performs. Use analytics tools to track how many people click through to watch your video, how long they are watching it, and whether they are taking the desired action (such as purchasing or filling out a contact form).
Use this data to optimize future video content and email campaigns. For example, suppose viewers are dropping off after the first few seconds. In that case, you should make your video shorter or more engaging.
⏩Use Video to Tell a Story: Storytelling is a powerful marketing tool, and video is the perfect medium. Use video to tell a story about your brand, products, or customers. It could be a case study about how your product helped a customer or a behind-the-scenes look at your company’s culture and values.
By telling a story, you can connect emotionally with your audience and build trust and credibility. Ensure your story aligns with your email campaign’s goals and message.
⏩Incorporate Closed Captioning: As only some people watch videos with sound, it’s important to incorporate closed captioning into your video content. Closed captioning allows viewers to watch your video without sound and still understand the message.
It’s also good to include a note in your email encouraging viewers to turn on closed captioning if they cannot watch the video with sound. It will ensure that your message is accessible to everyone, regardless of their circumstances.
⏩Test and Iterate: As with any marketing campaign, testing and iterating your video content is important to see what works best. It could involve testing different video types, lengths, messaging, and CTAs to see what resonates best with your audience.
Use A/B testing to compare the performance of different videos and make data-driven decisions about your email marketing campaigns. It will help you optimize your campaigns over time and achieve better results.
⏩Include a Strong CTA: Finally, it’s important to include a strong CTA in your email that encourages viewers to take action after watching your video. It could be a button or hyperlink that takes viewers to a landing page where they can learn more or make a purchase.
Ensure your CTA is clear, concise, and aligned with your email campaign’s goals. Consider adding a sense of urgency to your CTA to encourage viewers to take action immediately.
Conclusion
Using video in your email marketing campaigns can be a highly effective way to engage with your audience and achieve your marketing goals. Following the above rules, you can create video content that resonates with your audience and drives results. Why not give the video a try in your next email campaign?
Connect with our expert for video-based email marketing campaigns and get your open rate boosted.