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    How To Boost Your Email Marketing Efforts With Videos?

    Written By Jason Rowse - Digital Marketing Expert

    Updated: 09/06/2021

    Users consume videos more than other content such as news, social media or podcasts. That is why adding them to your email campaigns can multiply ROI, improve brand exposure and do much more.

    With over 88% of marketers committed to spending more on video marketing, discover what makes it ideal for email marketing.

    Learn how video email marketing is taking inboxes by storm along with the five key benefits for marketers and brands.

    Additionally, uncover the seven best ways to boost your email marketing efforts with videos included at the end of the post.

    What Is Video Email Marketing?

    The strategy of sending videos via email is known as video email marketing. It began with embedded videos that would play inside the email. Owing to spam and security risks, these are now unsupported by large email service providers.

    Today’s video email marketing includes emails with images that are linked to videos on a separate page. These are called fallback images also displayed by a fake play button that redirects you to a new page with the video.

    How Can Video Marketing Help You?

    From saving time to quickly digesting the content, video marketing can help engage your customers in many ways. It is an effective way to not only reach your subscribers, but also convert them. That is why over 87% of businesses already practice this strategy.

    Below are the main five reasons why it can help improve email marketing campaigns with the facts and figures to prove it.  

    Influence With Ideal Open And Click Rates

    Did you know click-through-rates can increase by 300% just by using the word ‘video’ in the email subject line? It can also lead to a 19% increase of the open rates and 20% decrease in unsubscribe rates when you specify video as a word. Hence, it can help you reach your audience effectively.  

    Referrals With Video Email Marketing

    With the help of referral marketing, you can request your viewers to share your video with their friends and loved ones. This can increase your email subscriber list and even make your video viral online. The Dollar Shave Club is one such billion-dollar company that grew from a single viral video. Moreover, they are shared 12 times more than links or text content and are also easy to remember. Hence, it supplements referral marketing to increase your sales even more.

    Boost Brand Presence

    Adding videos to your email boosts your search engine ranking by 41%. Combined with viral social sharing, video email marketing can improve SEO rankings and brand presence. It is best for upcoming brands and businesses as it can also increase brand awareness by 54%.

    Heighten Engagement Times

    A recent Forbes report suggests that the average user spends 88% more time on a page with video than those without. Hence, video email marketing can help businesses by increasing interactions with their customers along with heightening engagement. You can encourage your viewers to take referral action at the end of the video too.

    Cut Costs & Increase Revenues

    Marketers can grow their revenue by 49% using videos in their email marketing campaigns because over 64% of customers are proven more likely to buy after watching a video. You can also use it to cut the cost of lead generation by 19%. Together, it can save your business an enormous sum over the long-term.

    What Are The Types Of Emails You Can Put Videos In?

    From ‘Behind-the-Scenes’ email videos to those that use cinemagraphs, there are many ways to engage your subscribers. The following list highlights five types of emails marketers can add to their video email marketing strategy arsenal.

    Thank You Video Email: This is an email sent to your subscriber thanking them for signing up, buying, or proceeding to checkout with your business.  

    Upcoming Launches Video Email: This is a way of announcing the new product, feature, and service launches to inspire subscribers.  

    Emails That Inspire Action: These are videos that encourage and motivate viewers to take action, whether subscribing, purchasing, donating or even liking something.

    Customer Testimonial Video Email: A compilation of video stories from customers can be sent to inspire your other subscribers.

    7 Ways To Boost Your Video Email Marketing Efforts

    With 121 emails reaching an average user per day, marketers need innovative strategies to attract the attention of subscribers. From engaging subscribers to encouraging action and boosting sales, video marketing offers immense flexibility.

    The following will walk you through the seven best ways to incorporate videos in your email marketing campaigns to get better results.

    Optimize The Video

    Short videos are among the best ways to connect quickly with subscribers. The ideal length for email marketing  is 2-3 minutes and accordingly over 80% of marketers create videos that are shorter than 3 minutes. Aim for small files so that you can reduce the buffering time too.

    If you are using a fallback image for your campaign, stick to less than 2.7MB for the thumbnail file.

    Test Your Video Email Marketing Campaigns

    Split-testing is crucial for judging the success of video email marketing. It helps you determine how to navigate your email audience. When you are making a video, also consider the devices used by subscribers to open your emails. Marketers should remember that B2C videos are often opened on mobile phones while B2B is more desktop browser oriented.

    Test your video email ideas and track their success rates to keep enhancing your marketing efforts.

    Upsell Your Existing Subscribers

    The selling probability changes from 5%-20% for new customers to 60%-70% for existing customers. It proves that current customers are easier to convert, provided they have a history of buying with your brand. With video marketing for emails you can also segment the subscribers. You can then send videos designed to upsell products customers are naturally interested in based on their purchase history and preferences.

    You can use video clips of real customers in testimonial-type emails to make the upsell sound genuine.  

    Use Personalized Videos To Boost Sales

    Over 98% of marketers agree that personalization upgrades customer relationships. With a closing rate of 36.9%, personalized videos within emails speed up the buying process according to BluLeadz. Addressing the customer by name instantly catches the attention of the user; thus, making them more likely to open their email.

    Using a product video email to remind the customer of the products they abandoned in the cart is another way of using personalized videos within emails.

    Create A Custom Landing Page With Video   

    It is strategically useful to know that videos embedded inside emails are not a crowd pleaser. It makes video landing pages that much more resourceful. This is because video playback within an email covers the whole screen in addition to hiding any CTA buttons. When a user clicks on the thumbnail, they automatically take an action you desire.

    On top of it, you can also design the landing page to add another CTA. Hence, embedded video thumbnail images can speed up purchases and improve marketing campaigns too.  

    Send Event Promotional Emails With Video

    Does your brand host events? Regardless of the size or nature of the event, it is wise to announce it to your subscribers with a video email. You can create a series of videos for building up the excitement and momentum until the launch or create custom videos using clips from past events. It will inspire the readers to RSVP right away.

    You can also create promotional ones that speak about your bestseller products and new launches to convert customers quickly via emails.

    Deliver Animated Gif As An Alternative To Video

    Animated GIFs offer a shortcut to embed videos within emails. Even though there is motion, GIFs are considered images. A recent Experian report highlighted that over 72% of brands witnessed an increase in transaction-to-click rates with GIFs and cinemagraphs in emails.

    From dancing letters to animated thumbnails, there are several ways to use animation in place of videos in emails. Thanks to their small size and attention-grabbing nature, these clips help marketers easily connect with their target audiences. The ideal number of frames for GIFs for emails is approximately two to three.

    Conclusion

    Besides being a perfect strategy for boosting conversions and improving brand exposure, videos easily capture the attention of email subscribers. Optimize your video emails per the taste of your target audience to engage and convert them effectively. By following the tips and pointers listed above, your marketing strategy can be a cornerstone of meaningful brand awareness and revenue growth.