Email marketing is a useful tool that brands can use to engage with their audience, promote new products and increase conversions. As the digital landscape evolves, incorporating various forms of media into email campaigns has become crucial to capture and retain the attention of recipients. 

Email marketing has proven to be a highly effective marketing strategy, but it can sometimes be challenging to stand out in a crowded inbox. 

Here, we will explore the benefits of using video in email marketing and provide some tips on how to effectively incorporate videos to boost your email marketing efforts.

The Power of Video in Email Marketing

Video is incredibly popular across digital platforms due to its ability to convey information, evoke emotions, and tell stories effectively. When integrated into email marketing campaigns, videos can significantly enhance engagement and increase click-through rates. Emails with videos have higher open rates, higher click-through rates, and increased conversions compared to traditional text-based emails.

Benefits of Using Video in Email Marketing

Using videos in your email marketing strategy offers several benefits. Firstly, videos are more likely to grab the attention of recipients as they scroll through their inbox. 

The dynamic and visually appealing nature of videos makes them stand out, increasing the chances of your email being opened and engaged with. 

Additionally, videos allow you to convey complex messages in a concise and easily digestible format, making it easier for your audience to understand and retain the information you are trying to communicate. 

Videos can also help build trust and credibility, as they enable you to showcase your products, services, or brand personality in a more engaging and interactive way.

Types of Videos for Email Marketing

When incorporating videos into your email marketing campaigns, it’s essential to choose the right type of video that aligns with your goals and resonates with your audience. Here are some popular types of videos you can consider:

Product Demonstrations

Product demonstration videos allow you to showcase your product’s features, benefits, and how it solves the customer’s pain points. By visually demonstrating the product in action, you can effectively communicate its value and encourage recipients to take action.

Customer Testimonials

Customer testimonial videos are powerful social proof that can boost trust and credibility. By featuring satisfied customers sharing their positive experiences and outcomes, you can influence potential customers and inspire them to engage with your brand.

Educational or How-To Videos

Educational or how-to videos provide value to your audience by offering relevant insights, tips, or tutorials. These videos position your brand as an expert in your industry and help establish a long-term relationship with your audience.

Behind-the-Scenes or Company Culture Videos

Behind-the-scenes or company culture videos offer a glimpse into the inner workings of your company. These videos humanise your brand and allow your audience to connect with your team, values, and company culture.

Best Practices for Incorporating Videos in Emails

To ensure the successful integration of videos into your email marketing campaigns, it’s essential to follow best practices. Here are some tips to consider:

Use Eye-Catching Thumbnails

Thumbnails act as a preview of your video and can significantly impact whether a recipient clicks to play it. Choose compelling and visually appealing thumbnails that accurately represent the video’s content and entice viewers to engage.

Keep Videos Short and Engaging

Attention spans are limited, especially in the fast-paced digital world. Keep your videos short and concise, focusing on delivering the most important message or call to action within the first few seconds. Aim for videos that are between 30 seconds to two minutes in length to maximise engagement.

Optimise Videos for Mobile Devices

With the rise of mobile usage, it’s crucial to ensure your videos are mobile-friendly. Optimise your videos for smaller screens, use subtitles or captions, and make sure they load quickly even with slower internet connections.

Personalise and Segment Your Emails

Personalization is key to effective email marketing. Tailor your emails and videos to specific segments of your audience, ensuring relevance and increasing the likelihood of engagement.

Include a Clear Call to Action

Every video in your email should have a clear call to action (CTA) that tells viewers what to do next. Whether it’s directing them to a landing page, encouraging them to make a purchase, or signing up for a newsletter, a compelling CTA increases the chances of conversion.

We are all inundated with emails these days, and a large chunk of that is marketing content. This doesn’t mean you shouldn’t use email marketing as part of your strategy, but it does mean you need a way to stand out in the crowd. Using video gives your emails the best chance at grabbing your audience’s attention and in increasing those all important click throughs.
If you need help creating some incredible video content to boost your email marketing campaign, get in touch, we’d love to hear from you!