Using videos in emails is the new black. A report from Wyzowl in 2016 showed that 61% of companies started to use videos in their emails. Just imagine: one-third of email marketers didn’t include video content the previous year. How crazy is that!
Also, Video Brewery revealed some statistics showing that the click-through rate of newsletters with video content is 96% higher than those without it.
So what are you waiting for? Learn about the advantages of video content in email marketing, right now. Plus, you’ll see what types of videos popular brands use in their email campaigns.
Advantages of using videos in emails
Making a video is more work than writing: you need to gather a team, summon a muse to create an interesting concept, write a script, and then shoot hundreds and thousands of scenes, choose the best ones and set them together in a 60-second frame.
And what do you get in return? Well, it brings a higher click-through rate, open rate and conversion rate for starters. Video in an email is an invitation to click the button, it attracts the reader’s attention, it is easier to appreciate, and it doesn’t take much time to get the point.
Analytics company Wistia decided to investigate if email marketers should use video content in emails. They carried out an A/B test of two emails; the only difference was that one had a video inside and the other — just images. The CTR of the email with the video was 38%, while for the email with images was only 12%.
The results: video content increased CTR by three times!
And what do you think happens if the word “video” appears in an email subject line?
- Open rate increases by 19%
- CTR becomes 65% higher
- Unsubscribe rate reduces by 26%
And what is more: 52% of marketers think that video content brings the highest ROI.
How to insert a video into an email
The first choice is to use a link with a thumbnail. A subscriber clicks on the play button and automatically gets to a third-party website or a company site to watch the video.
You can easily insert a video into an email in SendPulse, using our drag and drop editor.
National Geographic puts the play button in the bottom left corner of a thumbnail. Once a user clicks on the button, they are taken to the company website where they can watch a 30-second video.
Four things to remember while creating a video
Always create relevant videos. Think about your target audience and what content would be interesting for them.
Statistics show that two-thirds of users prefer to watch videos no longer than 60 seconds. If the video is too long, it’s better to divide it into several parts and send them in an email series. The point is that people usually stay focused only for 8 seconds. This means that the first seconds of the video should be the most engaging, interesting and intriguing.
Respect your subscribers — forget about click baits to attract their attention. If a subscriber opens the video and realizes the video has nothing to do with its title, their trust in you will disappear. Then, they will not interact with your content anymore.
If you decide to upload your videos to YouTube, add a description to it. Do not write much, because YouTube shows the first three lines of the text. That’s only 100 characters.
Mark the tags and choose the category. YouTube’s algorithm analyzes all the information to understand the content of the video and then recommend it to users based on their previous requests and videos viewed.
Examples of video content in emails
Research shows that people memorize 10% of what they hear, 20% of what they read and 80% of what they see. According to DigitalSherpa, watching a video increases a customers understanding of a product or a service by 74%. So if you want to teach your subscribers some new activities or explain how an instrument or a platform works, adding video content to an email is a perfect idea for you.
Piktochart suggests taking a video course in association with Skillshare. After clicking on the link, the participant can watch a 60-second video about creating an infographic via the platform.
Wistia includes videos for newbies in their welcome emails. Here we can see a thumbnail with a play button. A subscriber clicks on a button that takes them to the company website. There they watch a short video about using the platform to create video content and promote a website. The website walks the subscriber through an example called Jeff’s Lemonade to see how it is done.
This type of video is suitable especially for e-commerce. Sephora uses this content for teaching their audience the latest makeup trends to inspire them to buy.
Videos of how things are done
Let your prospects peek behind the scenes of your production and they will trust you more. By showing your subscribers a bit of the secret to creating a final product, you will put them in touch with your business. As a result, you will increase their emotional engagement and loyalty to the brand.
For instance, Lush gives their subscribers an opportunity to watch the production of their cosmetics line — by just clicking the thumbnail.
Instead of promotional emails, Kate Spade sometimes entertains the audience with its own series. When a new episode is out, followers receive an email with a link to the video.
Follow the trends, create videos and use them in your emails to increase your email marketing metrics and keep your audience satisfied. And remember that you can tailor emails with video in SendPulse, so register for a free account now!