Want to know one of the secrets of successful email marketing? It’s as easy as using video.
Of course, it’s not that easy—but well worth the effort.
To earn the proven double click-through rates of using video in email marketing, marketers need to know a few key, but critical rules that help drive video success.
Video and email equals success
eMarketer reports that one out of four businesses are already using video in their email marketing campaigns. While using video is high on their list of priorities, businesses that aren’t yet using video cite a lack of video content as the number one obstacle, along with production costs and doubts about performance.
However, the report also shows the ROI of using video with email marketing. Businesses employing videos in their email campaigns reported a number of tangible benefits:
- Higher click-through rates.
- Higher “read” duration (users spent more time reading these emails).
- Higher “share” and “forward” rates (users share and forward these emails at a higher rate than emails that don’t include videos).
Video offers high ROI.
So, how can businesses harness the power of video and email marketing, and score these proven benefits? Through carefully planned campaigns that:
- Keep videos short. Consumers—especially those that use the internet frequently—don’t have long attention spans. So make sure videos are under one minute in length.
- Use a thumbnail. Your business might be tempted to embed videos directly into the email, but resist the urge. Research shows that, time and time again, users abandon emails that take a long time to load, and embedded videos will slow down performance. Embed a thumbnail image of the video instead that takes users directly to a landing page featuring the video.
- Create landing pages. Plan to create a landing page to feature each single video, with a call-to-action and description of the product, service or feature. You’ll be able to better guide the consumer’s experience, and track consumer activity, too.
- Remember compatibility. Consumers use multiple email service providers, so keep in mind that your emails should be compatible for desktop, mobile and webmail users.
- Keep it simple. Create emails that are short and direct. Remember that short attention span? Tailor content of the video and email so consumers know exactly what you’re marketing, and what you want them to do (i.e., click through to a video landing page).
- Consider the subject line. Using “video” in the subject line increases open rates by as much as 13 percent.
With so much at stake with video email marketing, don’t take chances. A well-planned campaign that incorporates video drives revenue, increases market share, and boosts your business’ bottom line.