Internet Marketing

How to Use Engaging Videos to Create Effective Email Campaigns

4 Mins read

Video has become one of the most popular forms of content across the web. It generates more likes and shares than both text and image content combined. According to statistics, one-third of all online activity is spent watching videos. Businesses and organizations use video content to educate their audience and promote products, which helps them catch the customers’ attention, evoke their interests, gain their loyalty, and build trust.

Email marketing, as we all know,  is one of the most effective channels marketers use to reach their audiences. However, in order to stand out in the subscribers’ overcrowded inboxes, it is necessary to design exceptional and engaging emails. Email marketing consultants add videos to emails to supercharge their marketing efforts.

Videos are captivating and have the power to engage and keep the subscribers hooked to your emails. It can result in higher open rates and click-through rates and improve customer engagement. Video emails save subscribers’ time as they put across the message easily. A subscriber watching a video about a product or service can understand it faster and better than reading it in text form. Videos have the capability to make complex information easy to understand. Moreover, if created rightly, videos can penetrate and go viral quickly and get more people to react.

5 Ways to Add Videos in Email

As animation to evoke customer delight

If your subscribers open and read your emails often, it is good to offer them a variety of content to keep them interested. Go a step ahead and use animated videos in your emails to delight your subscribers. For example, if your emails include just text and images, try animating the images and converting them into a video to make it lively and add a surprise element for your subscribers.

Check out this email from the brand Filmsupply.

The animated video adds to the wintery feel and makes the email live and attractive.

To promote a product

Your subscribers have subscribed to your emails because they are interested to hear about your products and offerings. Go ahead and create a buzz about a new product launch, limited-time deal, or flash sale using a video to delight the customers and encourage them to stay subscribed. It is also a good idea to include an option to share the video on social media to let your subscribers put the word to their network.

Check out this email from Wistia.

Source: Really Good Emails

This is an email to launch the brand’s video creation tool called Soapbox. The video in the email gives a sneak peek into the unique features of the tool. It is shot in a creative and captivating manner, making it easy for the subscribers to quickly understand the product.

To showcase the company culture

Video is a great medium to showcase company culture. With video, you can capture the personality of your brand and your people in a much effective manner as compared to simple text or images. Adding a video speech by the CEO, a simple video showing the work atmosphere, or a video testimonial from a trusted customer are all great ways, especially when you want to attract more customers and employees to your company.

Here’s an email from the brand American Airlines that features a video message from the CEO.

Through the video, the company CEO puts out an update about how they are serving and caring for their customers, communities, and employees during the testing times. On clicking the play button on the video thumbnail, it takes the users to a news article that features the entire video.

As product tutorials

Including a step-by-step video demonstration is a good way to make your subscribers aware of your product. A video tutorial within the email can make the subscribers understand how your product or feature works without having to navigate outside the email. This will get them interested in your product and persuade them to click through the CTA to learn more about it.

Check out this email from Design Files.

The email demonstrates the use of the platform’s specific features through a video tutorial. The CTA ‘Watch Video’ takes the users to a landing page that includes further videos about the platform.

To launch an event or new feature

If you are launching a new product feature or a special event, it’s a good idea to announce it using a video. Create a video covering the features and details of the new release or event and add it to your email to inform your subscribers about it.

Here’s an email from the brand Descript. It announces the release of its latest version and the various features of the product.

The video advertises the product and highlights the various features in a fun and engaging way. The video can help the brand improve engagement and build long-term relationships with its customers.

How to get started?

You can either embed the video in the email or host the video on a landing page or a hosting site such as YouTube and link the CTA to the original video. Some email clients such as Gmail, Android, Yahoo! Mail, Outlook, AOL Mail, and Lotus Notes do not support videos embedded in an email. It is therefore recommended to use a static image or GIF as a fallback and link the page where the video is originally hosted for a seamless rendering. The fallback GIF gives a quick snapshot of the video and also adds animation to the email, making it engaging.

Author: Kevin George is the head of marketing at Email Uplers, that specializes in crafting Professional Email Templates, PSD to Email conversion, and Mailchimp Templates. Kevin loves gadgets, bikes & jazz, and he breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on email marketing blog.

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