Edumarketer Tip #119: Leverage Video in Your Email Marketing

The right technology and marketing tools make creating new content and seeing what works a breeze. Make sure you have tools that let you leverage videos in your email marketing campaigns, drip plans, and bulk emails.   

Here’s some tips to help you leverage video in your email marketing:

1. Make sure recipients can find the video. A video can get lost in an email so make sure it’s the main focus.
2. Make a quality video. Yes, you can use your smartphone to create a video, however you might be hurting your brand if you create a poor-quality video.
3. Make sure you have a clear call to action. Your emails should be succinct, doing everything they can do to point the reader towards your call-to-action so that email send can generate clicks and conversions.
4. Ensure the video play controls are visible. In case your video can’t play in a recipient’s browser, always have a back-up. Having a fallback image ensures there will be more user interaction leading to an increased conversion rate.
5. To create buzz, encourage recipients to share the video. For example, add social sharing and forward to friend’s options.
6. Put “video” in your subject line and highlight the video content so your content becomes more receptive.
7. Improve opens and click throughs by segmenting subscribers that have previously watched video or opened emails featuring videos.
8. Set the sound for auto-play videos to “off” in your email. This can reduce complaints and unsubscribe rates.
9. Use videos that are an appropriate length, around two to three minutes. Using a short video ensures subscribers are viewing it in its entirety, which ultimately results in better sales.
10. Let subscribers know why they should watch the video. Highlight its value in your copy. Answer the question, “What’s in it for me?”

Cheers to more virtual tools that help connect us, and putting a face to your brand.

Remember, videos grab the attention of your audience, they are quick to consume, and easily shareable. Plus, it’s a nice alternative to a bunch of text.

We’d love to hear some examples of videos you’ve seen in emails and loved. Share them with us at [email protected].