In the ever-evolving world of digital marketing, email remains one of the most powerful tools for connecting with customers. However, the landscape of email marketing has shifted in recent years. One of the most exciting trends to emerge is the use of video content within email campaigns. Video not only captures attention but also increases engagement and conversion rates. In this article, we’ll explore how to effectively use video in email marketing, the benefits it brings, and best practices to maximise its impact.

The Importance of Video in Email Marketing

Email marketing has always been about delivering value to your audience, but with so many businesses vying for attention, it can be challenging to stand out in crowded inboxes. Adding video to your email campaigns offers a solution to this problem. According to research, including the word “video” in your subject line can increase open rates by 19%. Additionally, email videos can increase click-through rates (CTR) by 65% and reduce unsubscribes by 26%.

These statistics highlight how video can significantly enhance email marketing performance. But why is video so compelling? Here are a few key reasons:

1. Captures Attention

Standing out is crucial in a world where people are bombarded with information. With its dynamic visual appeal, video content grabs attention far more effectively than static images or text. It’s no surprise that video generates more interest and engagement.

2. Increases Engagement

Videos encourage viewers to spend more time engaging with your content. People are likely to click through a website after watching a video. It’s not just about showing a product – it’s about telling a story, delivering emotion, and fostering a deeper connection with your audience.

3. Improves Conversion Rates

The combination of engaging content and an emotional connection is powerful. Video can effectively convey your message, build trust, and drive sales. By delivering information in an easy-to-consume format, videos help to guide customers through the buyer’s journey.

4. Supports Storytelling

Video enables brands to tell stories that resonate with viewers. Whether through customer testimonials, behind-the-scenes content, or product demonstrations, the video gives you the platform to craft compelling narratives that engage and inspire action.

5. Enhances Retention

Studies have shown that people retain 95% of a message when they watch it in a video, compared to just 10% when reading text. This makes video an excellent tool for delivering critical information your audience will remember.

Types of Video to Use in Email Marketing

When it comes to incorporating video into your email campaigns, the possibilities are vast. Here are some popular types of videos you can use:

1. Product Demos and Tutorials

Product demo videos are among the most effective types of video to include in email marketing. A well-executed demo can highlight critical features, show how the product works, and help potential customers see its value. This is particularly useful in industries where customers must understand a product’s functionality before purchasing.

2. Customer Testimonials

Customer testimonials add social proof to your marketing campaigns. Video testimonials from satisfied customers are an excellent way to showcase the value of your product or service. These videos provide authenticity, making it easier for potential buyers to trust your brand.

3. Personalised Video Messages

Personalised videos can be a great way to connect with your audience deeply. For example, you could create custom video messages for specific segments of your audience or even individual customers. These videos can help build relationships and increase engagement.

4. Explainer Videos

Explainer videos simplify complex concepts and provide clarity about your product or service. These videos are especially beneficial for SaaS (Software as a Service) companies or brands with products requiring explanation.

5. Behind-the-Scenes Content

People love getting an inside look at a brand. Behind-the-scenes videos offer an authentic view of your company culture, your team, or the processes behind your products. These videos can humanise your brand, making it more relatable and trustworthy.

6. Event or Webinar Invitations

A video invitation can boost attendance if you host a webinar, live event, or product launch. Videos can convey excitement and energy that plain text cannot, helping to create a sense of urgency and anticipation.

7. Seasonal or Promotional Videos

You can use short, catchy promotional videos to promote special offers or seasonal campaigns. These videos can quickly grab attention and encourage recipients to enjoy your limited-time deals.

How to Embed Video in Emails

While video is compelling, many email clients do not support embedding video directly into the email. Fortunately, there are several ways to overcome this limitation. Here are some of the most common methods:

1. Using a Video Thumbnail

The most popular way to include video in an email is by embedding a clickable thumbnail image that links to a landing page or a video hosting platform (like YouTube, Vimeo, or your website). When the recipient clicks on the thumbnail, they are taken to the video, where they can watch it. To make the thumbnail more enticing, you can use a screenshot of the video, adding a play button icon to indicate that it’s a clickable video.

Best Practices for Using Thumbnails

• Custom Thumbnail: Always use a custom thumbnail that includes a play button. This increases the chances of the video being clicked.
• Clear Call-to-Action (CTA): Place a strong CTA alongside or on the thumbnail to encourage recipients to click and watch the video.
• Optimise for Mobile: Ensure that the thumbnail is optimised for mobile devices, as many people read emails on their smartphones.

2. Animated GIFs

Animated GIFs are another way to make your emails more dynamic and engaging. While not a valid video format, GIFs can have a similar visual effect and are supported by most email clients. These can work well for showing short snippets of video content or teasing the main video.

Best Practices for Using GIFs

• Keep It Short: Since GIFs are short, ensure the message is apparent within seconds.
• Use them Sparingly: While GIFs are attention-grabbing, overusing them can make your email feel cluttered.

3. Linking to a Landing Page

Another method is to link to a landing page that hosts the video. This method works well if you have a detailed video or one too large to embed in an email. On the landing page, you can include additional information, CTAs, and lead capture forms to guide the viewer through the following steps.

Best Practices for Using Landing Pages

• Mobile-Friendly: Make sure the landing page is mobile-optimised, as many users will view your email and video on their phones.
• Include a CTA on the Landing Page: After the video finishes, direct viewers to take the next step, such as signing up for a newsletter, purchasing a product, or downloading a resource.

4. Inline Embedding (Limited Support)

Some email clients, such as Apple Mail and Outlook for Mac, support inline video embedding. This method places the video within the email body, allowing recipients to watch it without leaving their inbox. However, not all email clients support this feature, so it’s not the most reliable method for all campaigns.

Best Practices for Inline Embedding

• Fallback Option: If the email client doesn’t support video embedding, include a fallback image or thumbnail with a CTA.

Video Email Marketing Best Practices

To maximise the effectiveness of your video email campaigns, here are some best practices to keep in mind:

1. Keep It Short and Engaging

Most recipients will not watch a lengthy video in an email. Keep your videos short, ideally under two minutes. This forces you to be concise and direct with your message, ensuring viewers stay engaged until the end.

2. Optimise for Mobile

With most emails opened on mobile devices, your videos and email design must be mobile-optimised. Ensure your video thumbnail is large enough to be seen clearly on small screens and that any linked landing pages are responsive.

3. Test Your Emails

Before sending your video email to your entire list, run A/B tests to see what works best. Test different video types, thumbnails, and CTAs to find the most effective combination for your audience.

4. Include a Clear CTA

After the video finishes, include a clear and compelling CTA to guide the viewer on what to do next. Whether it’s to visit a landing page, sign up for a trial, or make a purchase, your CTA should be relevant to the video content.

5. Use Personalisation

Personalised emails tend to perform better than generic ones. Personalise the video content or the email copy to suit the recipient’s preferences or behaviour if possible. This could be as simple as including their name in the subject line or tailoring the video message based on their purchase history.

6. Track and Measure Performance

As with any email campaign, tracking and measuring your video emails’ performance is essential. Look at open rates, click-through rates, conversion rates, and other key metrics to understand how your audience responds to the video content.

Conclusion

Using video in email marketing can be a game-changer for your campaigns. With its ability to capture attention, increase engagement, and drive conversions, video quickly becomes an essential tool in the marketer’s toolkit. By following best practices such as keeping videos short, optimising for mobile, and including clear CTAs, you can ensure that your video emails are effective and impactful.

Video marketing will only continue to grow, and those who master its use in email campaigns will undoubtedly see improved results. The next time you create an email marketing campaign, consider adding a video to take your emails to the next level and connect with your audience more meaningfully.