Video is an excellent addition to email because of its capacity for engagement and customer attention. Rather than expect customers to read line after line of information, brands can focus their attention on a brief video to improve brand awareness, increase exposure to new products, amplify events and much more.
Video also helps differentiate your emails from the countless other emails customers receive each day. People are more interested in video, making them more likely to open and continue to read emails. Studies have found that including the word “video” in the subject line and adding video into emails can
improve open rate
and click-through rate (CTR).
Creative ways to use video in email
The possibilities for incorporating video into your branded emails are vast. If you’re just getting started, here are a few creative approaches to try.
• Compile your latest content:
If your brand produces video content consistently, it’s fair to assume that some consumers on your email list will have missed it. In the same way you might do for blogs and company news,
repurpose your latest videos
and add them to your weekly or monthly email newsletter to remind readers of the breadth of value you have to offer.
• Bonus content for newsletter subscribers:
On top of sharing your brand’s latest videos and other content, you might consider giving email subscribers a little extra treat by including bonus video content that they can’t find anywhere else. These bonus videos might be behind-the-scenes looks at your company’s operations, sneak peeks at new products or messages from your leadership team. Ultimately, the goal is to provide an extra level of value and entice more people to sign up for your email list.
• Epic event launch:
Whether you’re promoting a major annual event or a smaller, local event series, video is a great way to get email subscribers more engaged. Add a highlight video from last year’s event or put together an intriguing video of what’s to come to give users a taste of the fun that’s in store.
• Customer journey videos:
Personalized video is another fantastic way to get your customers’ attention and keep them returning to your website. You can push customers along the
buyer journey
by personalizing the videos they receive. For example, after a lead signs up for a free trial of your service, send a how-to or FAQ video in an email to remind them to give your product a try or reach out with questions.
Measuring video email success
One thing to be mindful of when using video in email is how the video will be played and where it will be hosted. While some email clients support video embedded directly into the email through HTML5, others do not. Depending on your customer data, it may be more useful to use a static image with a play button on it that links the user out to the video on your website or another hosting site.
By linking videos out, you also might be able to access more insights aside from email open rate and click-through rate. While open rate and CTR are certainly important metrics, through hosted video, you can track how long users watched your video and much more.
Improving your email strategy by incorporating video is only possible when you have high-quality video content at your disposal. To explore your brand’s video production possibilities and start bolstering your marketing efforts,
say hello
to Spin Creative.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
