Marketing is one of the best ways of increasing brand awareness and attracting more customers. However, since the advent of the internet, marketing has transitioned to the digital world, where the goal of marketing is the same, but the methods used to achieve those goals are different.
Digital marketing involves marketing a business through online means - whether that is through websites, social media platforms, or email marketing.
Email marketing campaigns are approximately 40% more effective than any other digital marketing campaign.
With email marketing, there are numerous approaches that businesses can take to make their marketing campaigns more attractive, and one of them is video email marketing.
What Is Video Email Marketing?
Video email marketing is when email marketers include a video in their email's content.
The videos in a video email marketing campaign can be introduction videos of the company, "how-to" videos explaining how people can use a business's products or services, or any other video relevant to the email's content.
Advantages of Using Video in Email Marketing Strategy
Now that the term video email marketing is clear, it is important to understand what advantages it can bring to a company.
Since creating professional videos and editing them can take time and effort, marketers should make sure they get it right so they don't waste their time on a video that won't work.
Video email marketing increases the engagement of the target audience. Nowadays, many people prefer watching a video over reading a long email to get insights into a company or its products.
Another advantage is that a video email marketing campaign can increase conversion, click-through, and email open rates.
Here are ten ways that marketers can improve their video email marketing campaigns.
Ten Ways to Improve Video Email Marketing Campaigns
#1 Write "video" in the subject line
A trick most marketers are not aware of is not mentioning that the email contains a video.
To put it simply, people usually decide on opening an email based on the subject line. When the subject line does not indicate that there is a video in the email's content, people will not open the email.
Therefore, the best practice for video email marketing campaigns is to include the word "video" in the subject line. This can positively affect email open rates.
#2 Alongside the video, include some text in the email's content
Only inserting a video in the email's content can create confusion when it comes to spam filters.
Spam filters tend to mark emails that do not have any text as spam. Whenever this happens, people will not be able to receive an email from a company in their inbox folder.
To avoid an email being sent to the spam folder, marketers should include a paragraph in the email's content. This makes the email more attractive to the reader and ensures the recipient will read the email.
#3 Create videos that give tips and tricks regarding a product or service
Many people like the idea of knowing some tips and tricks regarding a product or a service.
Providing and demonstrating these in a video will improve a video email marketer's chances of getting the best out of their email marketing campaign.
The tips and tricks will make the viewer more engaged with a company and think about purchasing due to the easy-to-use features of the product.
#4 Create short, but valuable videos
Just like people tend to ignore emails that contain long paragraphs, people tend to turn off videos if they see that it is more than approximately 10 minutes.
To ensure that people from the target audience watch the entire video, marketers should ensure that the videos included in an email are not too lengthy.
Having a video that is two to three minutes long - or, if you can get all the information in, even shorter - will ensure that customers will stick around and watch the video till the end.
#5 Use videos to announce new products
After a company has worked for a long time to develop a new product or an added feature to an already existing product, video email marketing is one of the best ways to introduce it to the market.
Email marketing campaigns are designed to reach most of a business's target audience. For that reason, sending an email that includes a video, where the video explains why people need to try out the new product or service and how it will be beneficial for them, will increase the product's recognition.
Videos can deliver a trustworthy message and create a sense of loyalty among people because they will be able to witness the effectiveness of a product or service. This message can't be conveyed through text.
Promoting new products through video email marketing efforts can increase the sales and profits of a business.
#6 Incorporate personalized videos in email marketing campaigns
Marketers can also try to target specific individuals to get them to promote their products or services.
For example, it could be that a marketer is trying to seek the attention of an influencer that they would like to cooperate with. Including a personalized video in an email will grab the attention of the influencer.
In return, this method can increase the chances of word-of-mouth marketing, which is a win situation for the business.
Spending some time and effort to make a video personalized can be effective in the long run.
#7 Include videos of past customers
Including a video where past customers explain their experience with a certain product or service will help potential new customers in their decision-making process.
Getting an insight into how satisfied a customer has been with their purchase can indicate that the product is, in fact, something people need in their lives and that they should continue with the purchase.
#8 Convey a story through video emails
Marketing is all about creating an emotional and personal connection between a company and its target audience.
When trying to think of a video idea, marketers can try to describe how their company has entered the market and how it continues to operate.
In other words, provide a behind-the-scenes look at the company's daily operations through videos. Remember, not too much should be provided - be cautious of competitors - but enough put some faces to the company's name.
#9 Conduct A/B tests to optimize a video
An important thing to remember is that people use many different digital devices to watch videos.
To ensure that video email recipients can watch the video in an email from different devices, marketers should conduct A/B tests. With these tests, marketers will be able to figure out if the editing of the video is done right, if the texts and formats are understandable, etc.
Conducting A/B tests is important to determine whether marketers are following the right strategy for video email marketing campaigns.
#10 Thank a company's customers through video email marketing
Not all videos in an email have to be connected to promoting a business or a product.
Creating an additional thank you video for customers will make customers understand that the business is not only aiming to make more profits. Rather, the goal of the business is to care for its customers.
In return, customers will understand that marketers and video creators have taken time out of their busy schedules to create a video to express their gratitude. The brand becomes more meaningful for the customer, and the customer feels valued.
Key Takeaways
In a nutshell, email marketing is one of the most effective ways to increase brand awareness and recognition among your target audience. On top of this, videos increase your customers' engagement with your brand.
By combining the effectiveness of email marketing with video marketing, marketers will be able to create effective email marketing campaigns that can engage their target audience and eventually increase conversions and click-through rates.
Allaine is an ambassador at Delesign. She is an adventurer and a dreamer who believes in turning ideas into reality. She loves sharing links on human emotions, relationships, and all things digital.
