When asked how they would prefer to learn about a product or service, 69 percent of consumers stated they would prefer to watch a short video rather than read an article or view an infographic about the product or service. As a result, it is clearly undeniable that long text-based emails are becoming obsolete. Video has risen to the top of the food chain.
Learn the ins and outs of how to use video in email marketing in a way that is both effective and efficient in this post.
The benefits of using videos in emails
Making a video takes a lot of effort: you have to assemble a team, summon a muse to come up with an exciting concept, write a script, locate the appropriate equipment, shoot hundreds of scenes, select the finest ones, then edit them all together into a 60-second frame.
So, what exactly do you get in exchange? The click-through rate, open rate, and conversion rate are all higher as a result of it, to begin with. The use of video in an email is an inducement to the recipient to click on the play button. It piques the recipient’s interest and arouses his or her curiosity. In comparison to developing a large amount of instructive text-based content, using videos allows you to get your message through in a much shorter amount of time
The facts and figures speak for themselves. Let’s start with the most intriguing one: return on investment (ROI). Every year, marketers are asked if video provides a positive return on their investment, and they are progressively responding affirmatively.
People binge-watch videos on a daily basis, and there is no reason why you shouldn’t join them in this activity. 78 percent of marketers believe that video has directly contributed to an increase in sales. Oddly enough, it was the coronavirus outbreak that caused the video business to explode. With all of the increased obstacles associated with the pandemic, 47 percent of marketers and business owners believe that video marketing has become a requirement for their companies.
What about the people that buy from you? They almost always gravitate towards the most interesting and entertaining kind of material. The majority of consumers (84 percent) claim that watching a brand’s video has influenced their decision to purchase a product or service. Furthermore, it has been discovered that consumers are twice as likely to share video content with their friends as they are to share text-based content.
Things to consider when you’re making a video
Now all you need is a little imagination and some free time to put together your film. Let us go through some fundamentals that will help you gain more views and attract the curiosity of your customers.
1. Relevancy
Always make videos that are relevant. Do some research on your target audience and what kind of material would be attractive to them before copying any trendy formats just because your competitors are using them. You might not be aware of the fact that they’re losing money since you’re not paying attention. Keep your focus on what you are convinced your target audience will want.
2. Brevity
The ideal length of a promotional film is between 30 and 90 seconds in length. If the video is too long, it is preferable to break it up into numerous pieces and send it as a series of emails instead. Your video’s initial few seconds should be the most engaging, exciting, and intriguing possible; else, your viewers will lose interest and leave your site.
3. Personalization
If you want to connect with your audience on an emotional level, showcasing a real person is preferable to employing generic icons and flat images. However, if you intend to delve deeply into the technical specifics of your project, simple vector animations will enough for your needs. Just make certain that you address the specific concerns that your clients are experiencing.
4. Title-to-content correspondence
Avoid employing clickbait to catch the attention of your subscribers and instead treat them with respect. In the event that your subscriber watches the video and finds that it has nothing to do with the title, their trust in you will be completely destroyed. Following that, they will not engage with your content.
5. Visual consistency
It is important that your films are easily identifiable and consistent with your overall aesthetic. You may ensure this by hiring a skilled full-time employee rather than delegating production responsibilities to multiple freelancers every time you require visual content for your website or social media channels.
6. Optimization
If you opt to publish your videos to YouTube, make sure to provide a description for each video you upload. Concentrate your efforts on getting the most significant points and keywords within the opening three sentences of the document. Make sure to include tags and to place your video in the appropriate category. After analyzing all of the information, YouTube’s algorithm determines whether or not a video contains any relevant content and then suggests it to users based on their past requests and viewing history.
How to include a video in an email message
Let’s get things straightened out so that there is no ambiguity. Embedding videos is not supported by the majority of widely used email programs at this time. There’s an excellent explanation for this! We would otherwise receive a deluge of obnoxious spam movies on a daily basis.
Instead, marketers employ an image with a clickable play button that directs visitors to a landing page that has the entire movie as well as a call-to-action button. You essentially just insert a thumbnail with a play button on it and that’s all. It’s a preview of your video that seems like a fully functional video player. Instead of being a physical button, the play icon serves as a link that directs users to your resource. You can completely omit it and simply include a CTA button with the words “Watch now” or “Play” in the title.
What’s the point of just sending an image with a link to your video? Your email is kept to a minimum in size, but you encourage your recipients to view your video and visit your website. In addition, you have the opportunity to make personal contact. And then explain challenging aspects of your product in clear language to customers.