It’s not news that video is at the forefront of marketing these days.
From creating videos for your website to hosting Facebook Live sessions, this marketing tool nonduiven has transformed from a nice-to-have to a must-have if you want to effectively engage with your audience and build a loyal following who will be more apt to purchase from you.
Video-based marketing is a great way to stand out from the multiple messages people get in their inboxes every day, not to mention how effective it is on social media.
This article focuses on using video in your email marketing. Keep reading for the technical parts of utilizing video in your email marketing and the creative aspect for some inspiration.
I’ve talked about using video many times in the past, but in case you’re still not convinced or didn’t think to use video in your email marketing efforts, it’s time to pay close attention. According to a study done by SuperOffice, including video in emails led to open rate increases of six percent (the average open rate across industries is about 25 percent).
Some other benefits of video marketing:
• It saves time. You can create short, engaging pieces of video much more quickly than it will take you to write an 800-word blog. It also gives info to your viewer in an easy-to-understand way.
• It can help SEO. Your Google search ranking can improve if your footage is viewed and shared by enough people.
• It’s cost-effective. You don’t need CGI effects or animation to make something great. A video can be much more affordable to produce than a blog or ad.
• It grabs attention. Especially when added into your newsletter, a video captures your audience’s attention and compels them to want to watch.
First, the Technical Part of Video Email Marketing
Before you start brainstorming ways to use video in email, you need to know how it plays in different email clients.
There are over 30 major email clients, including Gmail, Microsoft Outlook, Apple Mail and Yahoo Mail, and some of them don’t support the requirements for using email with video.
Traditionally, marketers would use HTML5 (Hypertext Markup Language) to code HTML video directly into an email, but recipients with certain email clients aren’t able to play it. Many popular email providers will only show a fallback image, and your marketing message will be lost in the crowd.
Fortunately, some of the popular services like MailChimp, Constant Contact and AWeber make it easy to share across all providers by using a screen capture image of your video and linking it to your original content on your blog, YouTube, Vimeo or similar sites.
This gives the appearance there’s actually video in your email and avoids technical issues with your email provider.
Instead of having to learn HTML5, there are also 3rd party services that can create a video snippet for you to include right in the body of your newsletter. In fact, I did this in a recent newsletter of ours!
Check out Playable to embed a short video in your next newsletter. Playable will replace the video with an image of your choice if the email service provider doesn’t support the video technology.
>> Learn more about the features of our favourite email providers.