- Adding video to your marketing emails improves open rates and click-through rates.
- Video helps you build a connection with your audience and keeps them engaged.
- Embed your video properly and let subscribers know exactly what they're going to see.
- This article is for small business owners who want to improve the effectiveness of their email communications and better engage subscribers.
You probably already know that email marketing benefits small businesses in many ways, including boosting profits and engaging potential customers. But when you embed video in marketing emails, the benefits increase.
Adding video to your emails is an excellent email campaign strategy that can improve your open rates and click-through rates. It's also one of the best ways to increase engagement with your current subscribers, but you have to go about it the right way.
This article will explain why adding video to your emails matters – and how to do it.
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The importance of using video in email
Video is one of the most powerful forms of marketing, and studies show that 86% of people want to see more videos from their favorite brands. Additionally, 68% of consumers prefer to learn about new products and services by watching a video instead of reading the information.
If you're in search of a way to stand out from your competitors, adding video to your emails is one of the best tactics. When subscribers watch your video, it puts a face to your brand and helps them trust you.
Let's look at the five most significant benefits of adding video to your emails.
1. It increases email open rates.
When you send a marketing email, your open rate reflects how many people actually open it out of your total number of subscribers. A low open rate can indicate that your subject lines need some work.
Anytime you include the word "video" in an email subject line, you increase the odds of your subscribers opening the email. Studies show that adding a video to your email can increase your open rate by up to 13%.
In addition, businesses that send out video emails are less likely to lose their subscribers. That's because most consumers prefer watching videos as opposed to reading text. Video is more engaging, and it takes less time to consume.
2. It increases click-through rates.
Once a subscriber opens your email, you'll want to track the click-through rate. It's a good indicator of how engaging your subscribers find your content.
Emails with a video can increase click-through rates by as much as 300% over emails without a video. Why the uptick? People are naturally curious and want to keep reading if they know a video is attached.
Click-through rates are even higher when a video is part of an initial email subscription or campaign. It reels in the viewer and keeps them looking for more emails from you.
3. It boosts your revenue.
An increase in profits is the ultimate goal for any business owner. When your revenue grows, it indicates that your marketing plan is working and that customers want what you have to offer.
Adding video to your email can boost your revenue over the long run. That's especially true if you're trying to sell a product in the video.
For example, a demo video of your product can help customers understand how it works. After watching the video, they'll have a better sense of whether or not your product is the right fit for them.
4. It builds a connection with your audience.
Another great way to use video is by adding customer testimonials to your emails. When you show feedback from real customers, you'll be better able to connect with your audience and highlight the benefits of your product or service.
Consider including videos of yourself or your employees as well. This adds a face to your brand and helps subscribers connect with you. You're no longer just another email taking up space in their inbox.
Create videos that target your audience and find a way to keep them engaged. Consider using the same individual in each video so your audience knows who to expect.
In addition, subscribers are much more likely to remember a company by their video than a traditional email.
Tip: You can also use an animated GIF to capture a subscriber's attention. It adds personality to your email and helps draw in your subscribers.
5. It improves your SEO.
One of the lesser-known benefits of adding video to your emails is that it can boost your SEO. After your subscribers open the video, they are more likely to share it on social media and drive people directly to your site.
The more videos subscribers share, the more traffic comes to your website, and the bigger benefit you'll see from SEO. Plus, watching videos keeps people on your site longer and will show search engines that you have interesting content to share.
How to embed a video in your emails
So now that you understand why you should include video in your emails, how do you do it?
The truth is, you don't necessarily have to include a whole video in your email. Adding a video's thumbnail image will entice subscribers to click and then be taken to the video's landing page. Here are the steps you'll take to embed a video in your emails.
1. Pick an eye-catching image.
Choose a high-resolution thumbnail image that will stand out to your subscribers. The thumbnail gives your viewers a sneak peek at the video they are about to watch. It needs to be something enticing that gives them a reason to click on the video.
Once you select an image, you'll add your video to it. (You can choose whether to include a still image or a preview of the video.)
Make sure the image you choose accurately reflects your video's content. If subscribers feel like they were misled about the content, the video could do more harm than good.
2. Embed the video in your email.
Find the paperclip or other icon that allows you to add a video to your email. If you're going to add a YouTube video to your email, just add the link to the body of your message.
Tip: Add a link to your website landing page so your subscribers can access your video.
3. Verify your video's size.
If the file is too large, you may have difficulty adding it to your email. For example, if your video is too large for Gmail, you'll have to add the video through Google Drive. But a better option may be to include a thumbnail for people to click on to get to your landing page, and let them watch the video there.
If your video is too large as an attachment, another option is to upload it to YouTube first.
Did you know? Unfortunately, several email marketing providers flag embedded videos as spam, so it's important to attach them correctly. Check out our list of the best email marketing services if you're searching for a reputable email marketing partner to help you.
4. Let subscribers know what they'll see.
The wording of your message is just as important as the video you send to your subscribers. Avoid using language that sounds spammy or makes people suspicious of opening the video.
You want your subscribers to trust the content you're sending them, so your language should reflect that. Here are a few ways to convey trust in your email:
- Don't be too wordy. A brief overview of how your subscribers will benefit from watching the video will go a long way.
- Include the overview of the video first so that your subscribers keep reading.
- Ensure your subscribers understand precisely what they will see when they click on the video, so there are no surprises.
Key takeaway: Be as straightforward as possible so your subscribers are excited to watch the video you sent.
5. Test your email.
You're probably excited to get started and send your first video to your email subscribers. However, before you email your entire list, you should probably test a smaller segment of your audience first.
Set up a control group and send the video to them to see how they respond. Test out different subject lines, messaging and images. Once you have a better idea of what works, you can email your entire list.
The bottom line
By embedding video in your email, you'll begin engaging with your email subscribers in a new way. Keep your audience in mind as you create your video and messaging, and remember that often, less is more.
While videos can give your business a boost, it's best to keep them short. If you keep your video to 30 seconds or less, you'll increase the odds that your subscribers will watch it to the end.