According to recent research by HubSpot, 96% of customers stated that their interest in video increased after the pandemic. 9 out of 10 people prefer to watch marketing videos from businesses and brands in this digital era.
If you are not doing email marketing by using videos, you miss a great opportunity. So, this is the right time to invest in video marketing. Use videos in email marketing and increase your brand awareness and other business objectives.
Let’s look into this blog; we will discuss the step-by-step guide for effective video email marketing and its benefits to your business.
Videos for Marketing Email is the Best Way to Increase Brand Awareness
Video email marketing combines marketing strategies consisting of GIFs, play buttons, animated videos, HTML5 videos, etc. It will also help your business increase subscribers and engagement with the help of emails.
Video marketing builds your brand presence on digital platforms. Generally, people pay more attention to videos as compared to images. Videos enhance your marketing email strategy. It increases your click-through rates and gives you a competitive edge by making your brand viral.
Best Tips to Use Video in Email Marketing
You already know about your marketing goals and how you need to analyze your KPIs before deciding on your marketing strategy. But I need to guide you with something significant here firstly:
All email providers don’t support video. If your target audience doesn’t use a supporting email provider, they will see an error with some text that explains why the feature is not working.
1. Enhance your Marketing with the use of GIF
One of the best ways to make your video email marketing is to use an animated GIF. Marketers have been using GIFs for quite some time, and email clients liked this idea. Here is the greatest video converter for converting videos to GIF quickly and easily.
However, some email users don’t like GIFs, so the best way is to incorporate all the essential information in the first frame of your GIF. That way, email clients will be able to read all the special offers (if you have incorporated any), and you can persuade them to click on your CTA.
After that, if you want to increase lead generation, you can create an attractive landing page copy, and it will boost your conversion.
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Pro tip: Use a similar GIF or the marketing content that could be coming after the GIF you incorporated for your email marketing campaign.
2. Add a Play Button
It is one of the simplest processes to” embed” a video for your email marketing campaign and merge email marketing and video marketing. It is also one of the most effective video email marketing approaches.
The process is pretty simple: You have an image from the video, a screenshot, and a thumbnail and then apply it to your email marketing campaign. Now add a play button element to that image; it will make the image that portrays similar to a video that is waiting to be played.
Once you click on that image or click on the “WATCH THE VIDEO” CTA, you will be redirected to the video.
Tip: Apply auto play option on the landing page. It doesn’t make sense for the user to click on a play button twice. However, be aware of the sound. It is better to mute the video, just like the social media videos appear on various platforms.
3. Use an Actual Video to Enhance Your Email Marketing Campaign
You can always segment and analyze your data and check the devices your customers use and email providers. Furthermore, consider the pros and cons and use an actual video. For example, if most of the audience you need to target for your upcoming email campaign, use Apple Mail, and embed that video.
If, for example, most of the users you need to target for your next email campaign use Apple Mail, go ahead and embed that video.
Keep that in mind: You might lose engagement, and prospects will not spend time on your website because they will not be redirected there.
4. Add a Video to Your Email Marketing Signature
This process is not different from incorporating the play button and a static image into your email marketing campaign. All you need is to have the play button, thumbnail, and the link that redirects your prospects.
Add your video to your email signature; it gives your prospects a feeling that they communicate with someone they have met before.
Moreover, adding a facial expression, tone of voice, and “close contact” feeling replaces a signature with the video.
It is effective to engage clients through cold emailing; use the word “video” in the email subject for better results.
5. Use Video Marketing Testimonials and Increase Brand Awareness
One of the most effective ways that you can use to boost your sales is through customer testimonials.
In email and video marketing, testimonials can drive more engagement, increase sales, and help people become brand ambassadors.
The best thing about testimonials for video email marketing campaigns is creating brand awareness. Moreover, it needs less content that an entire campaign would require.
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The testimonial videos are not as budget-friendly to create. But if you are concerned about budget, a customer giving feedback on how your product fulfills their need will convince people to buy your product.
6. Create a Video Marketing Series that shows Customer Loyalty
You can tell a customer journey of a customer who has used your product and loved everything about it. The video marketing series will show that your customers are satisfied with your product, and they become regular customers and join your loyalty program.
You might be thinking about how you will summarize their story in a two-minute video by developing an email marketing campaign that separates the video into a series.
It will engage your target audience, and even they will love to read your email. It is one of the most effective ways to increase your sales and revenue by attracting more customers.
Analyze your data and create segments to know who might be interested in the product for which you are releasing a video campaign. Results for your video marketing campaign will be effective if you know all the customers who are interested in the campaign you are launching.
7. Video Marketing Influence Customers to Share Videos
One of the best things about video is that it can go viral within a few seconds.
OK, seconds might be an exaggeration, but it has a significant impact on customers. The chances of getting a video viral are high. Moreover, if a video gets viral, your email marketing campaign or video marketing campaign goes viral.
Just ensure your content will convince others to share your video by making your email viral or persuading people to share your content on social media platforms for more exposure and engagement.
If you want to market your business, think of incentivizing shares. Moreover, you can offer a small discount code, exclusive insider news about your company, or free shipping for each share.
Social shares can help you get more customers; all you need to do is create an attractive landing page.
8. Use Product Videos
Businesses use Product videos to deliver their message to the audience. Product videos are popular because they emphasize the benefits and characteristics of the service or product. It focuses on its key features that attract the audience.
You can present the key features of the product or service and enhance its effectiveness. Product videos are effective in marketing the characteristics of services as well. Mainly businesses use them for digital software. With the help of videos, you can mix screen recordings of the product with animated bits.
9. It is essential to add some Text to the Video Email
How do you feel when someone sends you an email without a text, and you will only see a video or image?
When someone is at the workplace or in a public place, they will be hesitant to play the video with a loud sound. So, it is always convenient to send videos with video captions and audio muted. It would be best to turn off the video’s sound and keep it in autoplay mode with captions below. It will give your prospect a pleasant experience.
Benefits of Video Email Marketing You Should Know
Videos are the most effective option that creates a meaningful impression on your audience. Undoubtedly, when used efficiently, videos can be your most profitable content channel that brings more and more customers.
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Video marketing could be the most effective tool in your content marketing strategy. Before you start making your video marketing strategy, you should be aware of the benefits of video email marketing.
Let’s look at some of the key benefits of using videos in email marketing.
1. Video Email Marketing Influence People to open Email
Videos can boost your open rates by 19% and CTR by 65%. It indicates that people prefer to watch videos on emails rather than read plain text.
Videos increase their interest, and they want to watch the video to know what’s in the video. If you do email marketing with videos correctly, it can give you an edge over your competitors.
2. Improves conversion and CTR
Video content in emails improves click-through rates by up to 300%. Emails that incorporate videos have a 96% higher click-through rate than those without them. We have seen a significant increase in the use of videos in recent years.
3. People Spend More Time on the Email
According to Cisco, by 2022, more than 82% of the content on the internet will be videos. The reason is that video content is highly engaging, and people prefer to watch it.
Nowadays, people are more likely to watch a video instead of reading an article. Your conversions will improve when you incorporate engaging videos in your email, and people spend more time on your email.
4. Email Video Marketing Content increases sharing on Social Media
Even if you have a successful email marketing campaign running, it is essential to manage social media. It will increase your customer base and build brand identity.
When you embed videos in an email marketing campaign, you will see that many shares of it will be mostly on social media. A new social media user segment will witness your video content when you follow this strategy.
Social media shares improve your brand’s visibility. When more users watch your content, it will increase the number of shares. There is a possibility of a snowball effect happening, and that is how your content will go viral. Once your content is viral on social media, it will enhance your brand value in the search engines.
5. Videos save a lot of time
Videos save a lot of time, so people prefer to watch them. If you don,t use videos, your target audience might need to read a long-form article to know the same message.
The best thing that made videos famous is that people can understand a lot of information in a minimum amount of time. When we compare it with text, it is more engaging than it. Moreover, it creates a significant impact on the readers.
6. Improves your ranking on Google SERP
People are very busy, and the attention span of human beings has decreased to eight seconds now. Almost a quarter of all Google searches include video content in it. You need to ensure that your video is designed and optimized for email marketing.
If your video has more than that duration, you cannot expect to keep your target audience engaged. Moreover, if you want to engage others, you should create videos that deliver your message in less than a minute. Also, pay attention to your email deliverability and use SPF flattening to detect any suspicious activities in your email.
7. It creates a Brand Association with Prospects
Email marketing is not only for your existing or loyal customers, but it is also a very effective tool that nurtures leads. You can use workflows in your CRM and automate videos to bring the audience closer to the brand. According to Campaign Monitor’s recent research, you can quickly decrease opt-outs by 75% by adding video content to your emails.
With every video your prospects receive as a part of your email newsletter, they will associate themselves with your brand. They will consider your business reliable and prefer to check out your services or products.
8. It Creates a Meaningful Impression of your Brand
Nowadays, there is no need to allocate hundreds of thousands of dollars to develop videos for your business. Thanks to various available tools that will help you with video hosting to editing. These tools have made the production process easy.
You can create appealing videos with little budget. So if you are running a startup, you don’t need a lot of capital. With the right combination of CTA, storyline, copy, set of animation, etc., you can create a significant impression of your brand to your target audience.
9. People can Understand complex topics Easily
Videos can simplify the message you want to convey to your target audience. It is one of the most effective content types. You can opt for the complex topics about your product, business, or industry and explain each of them with the help of video series.
Undoubtedly, your audience will easily consume, and they will be able to understand your message quickly.
10. It Builds a Personal Connection with the Audience
If your video marketing is well organized with the goals, you can be attractive. Videos give your customers a clear picture of your brand. You can post behind-the-scenes videos regularly to create a brand association with customers.
Customers will associate with your brand and trust your business even more than how much they do now. However, ensure to use the same person to present your marketing videos consistently. It will help your customer create an association with the brand and increase audience trust in your business.
You can also share many informational video content to build trust with your customers. The main objective of sharing informative video content is only to increase the knowledge of the customers.
In a Nutshell
If you are doing business in this digital era, creating a digital footprint on digital mediums is essential. One such platform that has become immensely popular in recent years is email marketing.
Email marketing can influence the decision-making of prospects and existing customers if done rightly. Moreover, you can embed a video in email marketing. Undoubtedly, videos are highly effective for email marketing.
People are busy nowadays like they were never before, and everyone prefers to watch a video rather than read a long-form article.
The video email marketing benefits are countless. Videos allow you to market your product or service with engaging and entertaining content. It provides many reasons for your target audience to grow closer to your brand. We have discussed and shared the research stats that will give you an idea of its importance.
Opt for the best video email marketing software that helps you achieve your business objectives and all the marketing benefits.
If you haven’t used videos in your email marketing yet, it is high time you go ahead with it. The benefits are boundless, and if you want to compete with others, you cannot ignore its significance.
John Richard, content marketer at BuzzFlick is a digital marketing fanatic who is constantly up to date on the newest trends, best practices, and growth plans in the industry. When he’s not at work, he enjoys watching animated movies and playing Sequence.