Using Video in Email Marketing Campaigns: Best Practices and Benefits

Email marketing campaigns were a a staple in the world of digital marketing For years and with good reason. However, consumers are becoming more and more visually controlled, it’s important to think about new ways to connect with your audience. This is where video marketing comes in.

READ: Is B2B Email Marketing Dead?

By combining email and video marketing, businesses can create compelling content that grabs attention and drives results. In this article, we’ll discuss the benefits of using video in email marketing campaigns, along with some implementation best practices

Benefits of using video in email marketing campaigns

There are numerous advantages to using video in email marketing campaigns.

First and foremost, it can lead to higher click-through rates since video content is more likely to grab your audience’s attention. Video content can also improve engagement and open rates by delivering a more dynamic and engaging experience.

In addition, videos have been shown to achieve better conversion rates by presenting products or services in a more visually appealing and informative way. Finally, videos can lead to improved brand awareness and recall as they are more likely to be shared and remembered by your audience.

Best practices for embedding videos in emails

While incorporating video into email marketing campaigns can be very effective, it’s important to follow some best practices to ensure the video is engaging and resonates with your audience.

Keep the video short and sweet

Ideally, it should be like this for almost a minute so as not to lose the viewer’s attention.

Use attention-grabbing headlines and thumbnails

This will pique your audience’s interest and encourage them to watch the video.

Include a clear call to action

This should prompt the viewer to take the desired action, such as visiting a landing page or making a purchase.

Optimize video for mobile viewing

The majority of people access their email through mobile devices.

If possible, personalize the video for the recipient

This increases engagement and creates a more meaningful connection with your audience. You can also encourage the viewer to share the video on their social media, which will increase your social media reach and benefit your business in various ways.

READ: 12 ways to reuse social media content for email marketing

By following these best practices, businesses can create effective video content that enhances their email marketing campaigns.

When should I include videos in my email marketing?

Using video in email marketing campaigns can be very effective when used strategically. When companies know when to include video, they can maximize the impact of their campaigns. Here are a few tips:

• Welcome emails can benefit from a video introduction to the brand and its products or services.
• Product launches may be accompanied by videos that demonstrate the new product’s features and benefits.
• Customer testimonials can be more impactful when presented in video form.
• Event invitations can be accompanied by a video that highlights the event and encourages participation.
• Company updates such as new hires or important company announcements can be shared in video form to make the content more engaging and memorable. The common denominator in all of these scenarios is that adding video improves the consumer experience and provides information that text or static photos would not have conveyed.

Some do’s and don’ts

Knowing when to add video to your email isn’t the only strategic consideration. To maximize the impact of using video in email marketing campaigns, it’s important to follow a few do’s and don’ts.

• Make sure the video looks and sounds professional. Whether you need to hire a video production service or recruit a videographer to join your team, you don’t want poor quality video.
• Embed the video directly in the email to ensure it is easily accessible to the viewer.
• Don’t include too many videos in an email as it can be overwhelming and lead to lower engagement.
• Don’t autoplay the video as it can be distracting and annoying for the viewer.
• Include a clear call-to-action directing the viewer to take the desired action, such as visiting a landing page or making a purchase.

By following these best practices, businesses can create more effective video content and get better results from their email marketing campaigns.

READ: How to Create Awesome Email Newsletters

The final result

Incorporating video into email marketing campaigns can lead to increased engagement, higher conversion rates, and improved brand awareness. By following best practices and using the right tools, businesses can create effective video emails for a variety of purposes. It’s important for businesses to consider integrating video into their email marketing campaigns and to experiment with different strategies to see what works best for their audience.