Video In Email Marketing
Using video in email marketing can be a highly effective strategy to engage your audience, convey your message, and drive conversions. Video content is engaging, memorable, and can help you stand out in crowded inboxes.
Here are some key considerations and tips for using video in email marketing:
Embedding vs. Linking:
Embedding: Some email clients and marketing platforms support embedded videos within emails. This allows recipients to watch the video directly in the email, creating a seamless viewing experience. However, not all email clients support embedded videos, and it can increase the email size, leading to deliverability issues.
Linking: A safer approach is to use a thumbnail image or a GIF with a play button that links to the video hosted on a landing page or a video hosting platform like YouTube or Vimeo. This approach ensures broader compatibility.
Compelling Thumbnails:
Use an eye-catching thumbnail image for the video that encourages recipients to click and watch. The thumbnail should be relevant to the video content and include a play button to signify it’s a video.
Clear Call-to-Action (CTA):
Include a clear and enticing call-to-action (CTA) in your email, prompting recipients to click and watch the video. Use actionable language and provide context for why they should watch.
Mobile Optimization:
Ensure that your video and email layout are responsive and mobile-friendly. A significant portion of email opens occurs on mobile devices, and the video should play seamlessly on small screens.
Video Length:
Keep your videos concise and to the point. In email marketing, shorter videos (usually under 2 minutes) tend to perform better as they maintain the viewer’s attention.
Autoplay Considerations:
Some email clients and platforms may not support autoplay for video links. In such cases, make sure that the first frame or thumbnail is compelling enough to encourage users to click and watch.
Personalization:
Personalize your video content whenever possible. Tailor the message to the recipient’s interests, preferences, or past interactions with your brand to increase engagement.
A/B Testing:
Experiment with different video formats, placements, and email designs to see what resonates best with your audience. A/B testing can help you refine your video email campaigns over time.
Analytics and Tracking:
Use email marketing software that provides analytics for tracking video engagement. Monitor metrics such as open rates, click-through rates, and video completion rates to gauge the effectiveness of your video emails.
Compliance:
Ensure your video emails comply with relevant regulations, such as the CAN-SPAM Act and GDPR, by including clear unsubscribe options and privacy notices.
Landing Page Experience:
Make sure that the landing page where the video is hosted provides a smooth, cohesive experience. The landing page should continue the narrative from the email and reinforce the message presented in the video.
Thumbnail GIFs:
Using a GIF as the thumbnail with a play button animation can grab recipients’ attention and indicate the video content effectively.
Incorporating video into your email marketing strategy can help boost engagement and conversion rates, but it’s essential to do so thoughtfully, taking into account email client compatibility and user experience. Regularly analyze the performance of your video emails and make adjustments based on the data to optimize your campaigns.
Video in Email Marketing Makes Sense
In conclusion, using video in email marketing is great idea because it allows you to catch the eye of potential customers that might otherwise miss your message. This just helps more people connect with your brand and what it is that you have to offer, which in turn leads to higher sales and better ROI.
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