The effectiveness of videos as a marketing tool is unanimously agreed upon by all marketers. After all, 87 percent of businesses use videos as their marketing tool in some or other capacity. But, what about getting the twin tools of email and video together?
Using videos as a part of your email marketing initiative is actually a great idea in more ways than one. It can help you increase brand awareness, drive conversions, and help educate customers.
However, you will get all these benefits only when you know the right ways of using videos for your email marketing initiative.
So, here’s taking you through steps to include videos in your marketing emails.
1. Plan All The Aspects
Before you get on with the rest of the steps, ask yourself how this campaign will help your brand. You need to know why you want to use videos so that you can layout your objects early on.
Is it to announce some upcoming event? Do you want to generate awareness for a new launch? Are you trying to help the customers learn the better use of a particular product?
Your Video email marketing will only work when you outline the campaign with particular marketing strategies. It will also help you in chalking out a marketing budget.
2. Consider The Kind Of Videos You Want To Use
The next step is to figure out the kind of videos that you want to put out for your audience. It always helps to put a bit of a personal touch in your videos to make them more convincing and impressive.
A video that keeps on talking about the brand directly might get too monotonous after a while.
So, you might want to make videos that involve customer testimonials and interviews. It will help your potential customers know more about the views of your present customers. You can also make videos that reflect on any trending topic on the internet.
3. Shoot High-Quality Videos For Maximum Impact
There should be no compromises with the video quality if you want to capture the attention of your target audience and hold it for the entire duration. Blurry images or unclear audio has no place when you are trying to include videos in your email.
You should also try leveraging the advanced features offered by the modern video engagement platforms to create maximum impact. For instance, try your hand at the screen recorder feature on platforms like Hippo to establish a better connection with your prospects and uplift your marketing efforts.
4. Let The Interest Pique With A Video Series
Long videos don’t interest an audience. If your video goes on for five minutes or more with a long speech in it, you are definitely going to lose your audience.
So, lengthy videos are an absolute no-no. Keep the length of your videos well under two minutes.
A trick you can try out is to break a long video into small parts. Leave the first video you send out at an intriguing point so that your customer awaits the rest of it in the next video.
5. Keep A Clear & Immediate CTA
Having an actionable, immediate, and clear call to action right at the end of your video is very important. You can also make the CTA a part of your email text. In that case, make sure it’s not more than two to three lines.
Not putting a CTA at the end amounts to diluting your message, which is not something you would want after working so hard on the video.
Keep the following points in mind when it comes to adding a CTA in the videos:
- Put a contact form or social buttons at the end of your video.
- Use language that denotes urgency, such as ‘Hurry up!’ ‘Limited seats!’
- Get contact details or social media information from your audience.
6. Put The Word ‘Video’ In Your Email’s Subject Line
Your customers are more interested in watching a video rather than reading lengthy texts. So, capture their interest right from the start by putting the word ‘video’ in that subject line.
It will make the audience more likely to click on the video instead of deleting it straight away. And that gets half of the job done!
7. Small Details That Make A Difference
When it comes to using videos that work for your emails, the small details can make a huge difference. You’ll have to consider ways to make it easier for the audience to view the video.
For instance, try not to have the videos set on auto-play right when the email is opened. Most viewers get annoyed when the videos start playing right away. Give the audience space, and allow them to click on your video as they want.
Furthermore, audiences prefer to have the videos play on a single tap instead of double-tapping on it. This feature is especially advantageous for the ones checking their emails on their mobiles.
8. Avoid The Common Mistakes
As mentioned earlier, videos work for emails, but only if you do it right. Here are the top six mistakes that you need to steer clear of if you don’t want your efforts to tank:
- Do not use too many exclamation points.
- Avoid using UPPERCASE whenever you need to highlight any content.
- Using the generic words like ‘click here’ or ‘test’ anywhere in the email
- Do not use glittering colors like inky blue or bright pink.
- Sending it to multiple recipients of the same company might be considered a spam attack by the email firewall.
- Using less text with HTML emails will be seen as spam, too.
Endnote
The digital marketing world is abuzz with the trend of videos in email marketing because of all the attention it gets from the audiences. So, it’s time for you to get on this bandwagon right now! The steps mentioned here will help you in making the most out of this trend.