Video advertising is a big deal, with videos accounting for one-third of all web-based activity. Just the simple act of including a video in a webpage can significantly increase its click-through rate and improve conversions. Digital audiences have been found to be much more likely to share videos over a blog and the majority prefer seeing a video over other social media posts. Not only is video immersive and engaging, but it also encourages better brand recall and it’s great for SEO.

So, where does this fit into your email marketing strategy?

In a recent article by Hubspot, they found that 99% of consumers check their emails every day. Not only that, 73% of millennials confirmed that they would prefer to receive an email as their primary form of communication from a business. With that in mind, many businesses find that when their email contained a video, this inspired a huge 2-3x improved click-through rate and their open rate was more than doubled. We take a look at how you can use video in your email marketing strategy, with some helpful tips and tricks along the way.

Jazz up your subject line!

Let’s start at the beginning because, quite frankly, there’s no better place, right? Your subject line is important to get right as it could be make-or-break between someone opening your email or clicking the ‘delete’ button. Making it clear that there’s a video in your email has been proven to entice your audience to click, so let it be known it’s there from the outset. You could do this in one of two ways:

1) Closed captions next to your standard subject line

[VIDEO] Insert attention-grabbing subject line here

2) As part of your subject line

Check out our awesome VIDEO

On a side note, emojis also do really well in subject lines, so if it’s appropriate, consider dropping one in.

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To embed or not to embed?

While embedding a video might seem like the most seamless option for your audience, there are actually pros and cons. Even though it will save your users an extra click, embedding a video can be problematic in some browsers and not all email providers are compatible. In other words, it can be done but it isn’t always recommended; it depends on your email provider and the software you use for your email marketing. Embedding a video could also mean your email is flagged as spam, something you want to avoid at all costs.

The best way to get around this is by adding a thumbnail of the video into your email, accompanied by a ‘play’ button linking directly to your video. If possible, activate the auto-play feature on the video as this prevents your audience from having to click twice. Trust us, in the digital world, little things like this make a big difference. Make sure the thumbnail is of a high standard and engaging, encouraging your audience to want to see more.

Guide your customer’s journey

Before you send out an email, you should consider your customer’s journey. Does your email lead them to where you set out? If the video is taking them away from your email, this could spell out the end for their time reading your email, so anything below the link has got less of a chance to make an impact.

That’s not necessarily a bad thing, though. If your overall goal was to get them to watch your video, then, success! If you want them to contact you for more information, think strategically. Perhaps consider including contact details in, with or below the video itself so potential customers understand the next steps you want them to take. Otherwise, it might be worth including all of the important information above the redirect video link.

Additionally, think about your intended audience. Is the video suitable for your whole email database or will it only appeal to a certain subsection within these? Target your emails accordingly to keep your marketing relevant.

CAMERA FILMING

Offer quality content

Once you’ve captured your audience’s attention, prompted them to click on your email and enticed them to press ‘play’, they’re going to want it to be worth their while. That’s where we come in. As a professional video production service, our role is to create content which inspires, connects and hopefully, converts your audience. If you’ve got a story to tell, we’ll help you to find the best way to tell it through powerful videos that truly reflect the brand of your business. Whether you’re promoting a product, detailing an event, or something else, we can help you present it in the best possible light.


To find out how we can help your business create quality branded video content and, in turn, enhance your email marketing strategy, get in touch.