Videos are one of the most in-demand types of content. When you merge videos with your email marketing strategies, the voice of that email grows to be much bigger and powerful. But the drawback here is, adding videos to emails cannot be constructed in an effective manner which is the reason why this article has been curated.
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Video email marketing is a combination of two elements that are very useful to marketers even when used separately. Along with boosting engagement, video email marketing has such other advantages to it:
1 . Saves Time Efficiently: Most users online want more video content, especially from brands. The reason is videos save a lot of time as viewers can simply turn them on whilst balancing their other work. On the other hand, written blog requires more attention.
2. Grabs the Attention Instantly: Videos grab the attention of viewers way better than any other form of content. When you have a great thumbnail and a catchy title, your video is set for success.
3. Gets Across Easily: It is easier to explain complex concepts and processes with the use of audio-visual elements rather than using only the written word. After all, the majority of the world’s population are visual learners.
4. Optimized for Search Engines: In order to embed a video in your emails, you will probably publish it first in multiple places. Videos on your website are perfect for increasing search engine rankings and to curate articles which need to be SEO-friendly.
5. Penetrates the Market: Videos are a penetrating marketing tool that has a lot of potential to go viral. They are always well-received and loved by different audiences making them the perfect choice for any aspiring marketer looking for opportunities.
So, how do you get started with video email marketing?
The first thing you must do is plan your campaign and understand your goals. Think of it like any other marketing campaign you’ve planned before.
– Why did I choose a video email marketing tactic?
– What do I want to learn and how can I pursue my goals?
-Who is my audience and what types of videos do they like to view?
-Is my email marketing on-point?
-Who are my competitors and what are they up to?
You have to understand your aims clearly and set concrete goals that you will be pursuing with your video email marketing. It’s good to keep them in front of you all the time, so use a goal tracking app such as Aha! to input and check your progress.
You also have to understand who your target audience is. Do thorough research if you haven’t done it already and collect as much data as possible. Then, construct customer personas and segment your audience for targeting them more effectively. This is a very important step as you will base your video format, style, and content almost entirely on this information.
Another thing to research is who your competitors are. Check what kind of practices they have implemented in their email marketing and think of whether you could use them in your own campaign and how you could improve them.
Identify your marketing budget and outline all of the possible expenses. You don’t want to end up in an awkward situation when you can’t pay the bills. Likewise, plan your campaign in a similar way with great details. Describe everything from the kind of videos you will create to how often you will be sending them by email.
Write a to-do list that you will be going through step by step. This will ensure that you don’t forget anything. If you have any specialists around, make them go through the list as well to check whether you added every step correctly.
After you have a plan for what you will be doing, it is time to start creating your videos. First, decide whether you will be shooting a video or animating it. If it is the former, buy all the necessary equipment. If it is the latter, find a great app or program for animation such as Animoto.
Now, write your script. Think of what your video will be about and whether it will be supplemented by written content such as an article or a simple caption. To get inspiration for what your videos should be about, you can use one of these methods:
1 . Check What Your Competitors Are Up To: If you did the research mentioned in the previous section, you probably already know what kind of videos your competitors produce. Think of similar topics or try to make a better video on the topic that they already covered.
2. Get Inspiration From Your Past Posts: This is one of the easiest ways to go as you only need to look back at your previous articles and see which ones did well. Then, make videos on those topics.
3. Search Social Media Platforms: Go to YouTube and look for videos connected to your industry. If you are a largely visual brand, Instagram and Pinterest can both be great sources of inspiration. Even Twitter may have threads about the topics you could cover in your videos.
4. Ask Your Current Audience: The best way to know what your audience wants is to ask them. You can do it by email or on your website. It can either be a poll or an open question depending on whether or not you already have a few ideas.
Once your script is ready, start shooting your videos! Try not to go overboard with different angles as it will be easier to edit the video later this way. While editing, don’t forget to add music or sound effects. Transitions also add an essence as long as they don’t look amateur. Remember to keep your videos short since longer ones stand less chances of being viewed till the last.
Your video is finally ready and now you need to test it. Publish it on your website or blog as well as on YouTube or Vimeo. If you have social media accounts, get it out there too. Instagram has an IGTV feature for longer videos, so you can make use of it if your video doesn’t fit a standard post.
Always test your videos before sending them across different channels. Screen them with your colleagues and seek better insights from the professionals . If there are any improvements to be made, do them immediately.
After the tests, you can finally embed your videos in your emails by using one of these tools:
1 . HTML5: It is a language used for embedding videos into your emails. Most websites already use HTML5 instead of Flash as iOS devices don’t support the latter one.
2. Animated GIF and PNG Videos: These formats don’t require HTML or video coding languages and can be a great alternative for standard video formats.
3. OutreachPlus: When including videos in your email with Outreachplus, it offers you to either place the code to embed your video either in its template or you can utilize a customised template, whichever lies more convenient.
Here are some of the best practices with reference to video email marketing:
1 . Call to Action: Always include a call to action at the end of your videos. You don’t have to repeat it dozens of times throughout the video, but you can still mention it at the beginning as well as in the end.
2. Video Series: Instead of creating one long video, make a series on one topic or related topics. This will ensure that people are coming back to watch more.
3. Single Tap & No Autoplay: Don’t enable autoplay! This is one of the most annoying things for many users when they realize that the video has started playing without them even tapping on it. If you plan on making your users tap your video it is ideal to use either a single tap rather than double-tap.
4. Customer Testimonials & Interviews: Make videos with customer testimonials and interviews. This can help improve trust and loyalty levels.
Just like there are best practices of video email marketing, there are also some scenarios where you need to keep a close watch on. For instance:
1 . Write Content & Titles Properly: Refrain from using uppercase letters and too many exclamation points. Don’t use phrases such as “Click Here” or “Test” in the title, subject line, or caption. Instead, try using “Video” and see whether it works.
2. Don’t Use Too Much Brightness: Bright colors such as neon green or even yellow can be rather annoying than attractive to the viewers.
3. Use HTML Correctly: Don’t design an HTML email in word nor type less texts in it.
In conclusion, using videos in email marketing can be an extremely effective marketing tool when it is conducted in the right manner. By following all the instructions which this article consists, implementing videos in your email marketing plans becomes a lot more easier.
Cynthia Young loves taking every opportunity to share her knowledge with others. Along with digital marketing, Cynthia is also passionate about personal growth and wellness. When she isn’t writing, she can be found hiking with her dog, cooking Thai cuisine, and enjoying hi-tech thrillers. Also she works in thewordpoint
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