Video has become one of the most useful marketing tools, as almost nothing else can communicate a message as quickly and effectively. Many companies take advantage of this by sending videos in their email marketing campaigns. This can have a lot of benefits, such as increasing conversion rates, building brand awareness, and helping educate customers.
Even though there are a number of marketing mediums that can accomplish these tasks, video has a few advantages. Video is great at grabbing attention. Considering how fast some videos can go viral, people are likely to want to click on them more than they are a simple article. Take this video for example. We partnered with ASU’s Thunderbird School of Management to create and promote their virtual 2020 convocation ceremony:
While video has proven advantages over other forms of communication, it can still be difficult to properly utilize it in an email marketing campaign. There are several steps you and your team can follow on how to use video in email marketing:
1. Planning the Visual Marketing Campaign
To begin, you’ll need to outline your ideal campaign. This organization process will help you set your objectives, which will then guide you throughout the entire campaign. Planning a campaign does not just consist of outlining what you want it to say, but also includes researching competitors, finding your target audience, and establishing a budget.
These elements of your campaign will illuminate what you need to be advertising and relaying to your audience. From there, you will then be able to determine which videos are perfect for your campaign.
2. Creating the Perfect Videos
Achieving the best results from your campaign will require you to use the best content possible. Putting a lot of time and effort into shooting your material will serve you well in the long run. You can even consider hiring a video production company to guide you throughout this process. They will have resources, experience, and ideas that can elevate your video to the next level.
Something to consider as you produce your video is the length. Audiences do not tend to gravitate toward longer videos, especially those found in an email. Building your video around a shorter runtime will help keep the attention of viewers, and hopefully ensure that they will watch the whole thing. A recommended length for a marketing video is between 1-2 minutes.
Another suggestion for encouraging engagement is to create a series of videos, rather than just a single version. Not only will this help to cut down on runtime, but it can also keep your audience interested in the next installment. If you parcel out bits of information between different videos, they will be more likely to keep clicking on your videos as they seek further knowledge.
If you already have existing content, you can compile it into demos. Demo videos are a great way to showcase your talents and services, all while using a variety of footage. It gives customers an overview of multiple things you have created, which can be just as useful as creating a whole new video! Here’s our demo reel of the 360º walkthroughs we’ve made for a variety of customers:
3. Encourage Customers to Act
One of the most powerful tools in any form of marketing is the Call to Action. A CTA is what will convince viewers to act. This action could be simply sharing your video with others, or it could be purchasing your product or service. Without a Call to Action, customers will simply watch your video and then move onto the next.
You have options when it comes to crafting a Call to Action. If you want customers to reach out to you, try placing contact forms or social media links at the end of the video (or within the body of the email, after the video). To increase the amount of purchases you receive, you can create a sense of urgency or exclusivity. By utilizing language like “limited availability” or “call before it’s gone”, your customers may decide to act upon your offer quickly.
4. Attaching Video Links to Your Email
There are online services, such as MailChimp, that will allow you to create email templates and add media into them. Though these services tend to be paid, they are the easiest and most efficient way to attach your videos into a message.
You can also craft your message using HTML5 coding, which allows you to embed the video without using an extra website. HTML5 has great functionality, which helps to promote engagement with your audience. As of February 2021, 86.3% of websites utilize HTML5. This will help ensure that, wherever you are sending your video, it will likely be supported!
Email marketing is a useful tool for encouraging customers to engage with your product of service. There are many ways to utilize this tool, all of which can be improved by studying your demographics and analytics. By following the above steps, you’ll be well on your way to crafting a unique and effective mail marketing campaign!