When you’ve a alternative between studying a protracted block of textual content or watching a video, which do you favor?
Most individuals go for video, which is why it’s probably the most extensively used kinds of advertising media. The truth is, 86% of companies use video in advertising—you might be too.
And whilst you might already be sharing video content material on social media, which is a pure residence for it, when finished proper, video may also be a strong device in electronic mail advertising.
This information will cowl why and the best way to use video in your advertising emails.
What’s video electronic mail advertising?
Video electronic mail advertising means together with movies in your advertising emails. This may make the content material extra participating and enhance opens and clicks.
Whereas video content material gained’t make sense for all of your electronic mail campaigns—notifications and different transactional emails can convey the message with simply textual content and a picture—there are some cases when video can improve the message and assist enhance engagement metrics.
The kinds of movies you need to use in emails embrace:
- How-tos and explainers: Reveal the best way to get probably the most out of your services or products, educate a category, or do a deep dive to reply ceaselessly requested questions on a specific subject.
- Product showcase: Current your services or products’s standout options and the advantages to the consumer.
- Behind the scenes: Showcase your workforce, firm tradition, course of, or different features of your small business that may get viewers enthusiastic about what you must supply.
- Testimonials: Let your prospects do the speaking and share their experiences with your small business or product.
Advantages of utilizing video in electronic mail advertising
A full web page of textual content can shortly postpone your electronic mail recipients, so you probably have one thing to convey that you could’t get throughout in only a few sentences, a video is a superb various. Plus, it’s considered one of shoppers’ favourite methods to devour content material—in a Wyzowl examine, 73% of respondents mentioned a brief video can be their most well-liked option to find out about a services or products.
One of many largest advantages of video is it may possibly assist enhance your click-through fee (CTR) and conversion fee. In keeping with the identical examine:
- 87% of entrepreneurs attribute video to serving to them improve visitors to their web site
- 94% of entrepreneurs admit video helps them enhance model consciousness
- 88% of shoppers declare watching a model’s video satisfied them to purchase a services or products
With numbers like these, it’s price introducing video into your electronic mail advertising technique to see the way it can improve engagement. Now that you’ve got a greater understanding of why you need to incorporate video, let’s dive into how to do it successfully.
Tips on how to use video in electronic mail advertising
There’s a very good cause why electronic mail largely depends on textual content and pictures. For those who construct your emails with HTML, you in all probability know that it may be tough to embed movies, and that also doesn’t assure an accurate rendering in recipients’ inboxes. The truth is, most inbox suppliers—together with Google and Outlook—don’t help embedded video.
So how precisely do you combine video into your electronic mail campaigns? The best choice is to make use of fascinating photographs from the video and hyperlink to it on one other web site. Observe these 3 steps to begin incorporating movies into your emails.
1. Get the video URL
It’s possible that you just’ll host your movies on an internet site corresponding to YouTube, Vimeo, Fb, or perhaps even your app. If that’s the case, the very first thing it’s good to do earlier than you begin sharing is to verify the video is about to public so anybody with the hyperlink can view it. Subsequent, copy the URL and have it able to go while you begin constructing your electronic mail.
2. Create a nonetheless picture or GIF from the video
You’ll want an attention-grabbing picture to encourage the recipient to click on by to observe your video. To get it, select a visually compelling second from the video and both take a nonetheless picture or create a GIF.
For those who go for a nonetheless picture, you’ve a couple of choices to accumulate one. For starters, video internet hosting web sites like YouTube generate a number of thumbnail picture choices from the content material of the video, so you would use considered one of these.
Another choice is to pause the video for the time being you wish to seize and take a screenshot—simply ensure the screenshot is top quality sufficient to render appropriately in your electronic mail. However if you happen to favor a higher-quality picture (and also you’re proficient in Photoshop), you can too do this technique to get a nonetheless out of your video.
Optionally available: Upon getting your picture or GIF, you need to use a picture editor so as to add a Play button icon to make it abundantly clear that clicking on this picture will take customers to a video.
3. Insert the picture and hyperlink to the video
Now that you’ve got all of the elements, you’re prepared so as to add the video to your electronic mail. First, insert the picture or GIF into your electronic mail editor. (Observe these directions to insert a GIF on Twilio SendGrid.) Subsequent, add a hyperlink to the video from the picture or GIF.
It’s essential that you just cowl all of your bases and improve your probabilities that recipients will click on by to observe the video. So along with the hyperlink on the picture, create a name to motion (CTA) within the electronic mail copy or a button beneath the picture.
Finally, the aim of utilizing movies in emails is to get recipients and engaged with your small business. So don’t neglect to provide viewers a CTA after they watch the video, like going to a touchdown web page the place they’ll take motion (e.g., buy a product or register for an occasion). You may embrace the CTA inside the video itself and within the video description.
Methods to make use of video in your electronic mail advertising campaigns
Now that you recognize the sensible steps so as to add movies to emails, let’s get to the inventive half and take a look at some examples of efficient methods to make use of movies in your electronic mail advertising campaigns.
Create a customized expertise
Video may help you personalize communications with prospects and meet them wherever they’re within the buyer journey.
For instance, if a buyer simply bought a product for the primary time, you may ship them an explainer video that exhibits them the best way to use or arrange the product. Though you need to use automation to set off a lot of these messages, to the recipient, it seems like a customized expertise.
One other option to marry video and personalization is to make use of buyer identification and habits information to ship customers movies aligned with their pursuits. For instance, let’s say {that a} specific consumer has watched a couple of vegetarian recipe movies in your web site. You should utilize this info to ship them an electronic mail with associated content material more likely to pique their curiosity and preserve them engaged.
Showcase your organization’s persona
Whether or not you ship a welcome sequence, retention marketing campaign, or a recruitment electronic mail, video will be a good way to point out your small business’ tradition and persona. In any case, it’s one factor to say your organization is enjoyable or inclusive, nevertheless it’s fairly one other to point out it.
This might take many types, like a tour of your headquarters, a vlog, a pleasant competitors amongst workers, or some other format you may think about. It’s a chance to be inventive—simply ensure the video aligns along with your model voice and has a transparent aim.
Announce an occasion
Certain, you may describe the way it feels to attend your superior occasion, however a video can do a good higher job immersing recipients into the expertise.
For instance, if you wish to announce an annual occasion that you’ve got loads of footage of, video works particularly properly. You may showcase the music, actions, performances, contests, or no matter makes your occasion particular to assist drive up registrations or ticket gross sales.
You may even repurpose video content material to make it go additional—put up a sneak peek on social media, share brief clips on Instagram tales, hyperlink to the complete video in an electronic mail, and extra.
Hype a product launch
When it’s time to unveil a shiny new product or the return of a fan favourite, video will be an efficient option to put it on the market. In any case, static photographs can solely accomplish that a lot to point out the options of your product. Video, then again, means that you can give 360 views, present the product in motion, and show how real-world customers take advantage of it.
When you get viewers excited to strive your product, give them a CTA, in order that they know the best way to get their palms on the brand new launch. When you’re at it, give your electronic mail subscribers an additional perk corresponding to a presale code as a reward for being loyal prospects. You may even ask subscribers for early critiques or photographs with the product and use these for the subsequent technique.
Share testimonials
Customers put numerous religion in suggestions from different individuals—one examine discovered that 92% of shoppers belief suggestions from individuals they know, and 70% belief on-line critiques. That is what makes testimonials so efficient.
So whether or not you’re employed with prospects to supply a video in-house or collect user-generated content material, video testimonials assist convey the worth of your small business (and, within the case of the Liquid Loss of life instance beneath, your small business’ irreverent persona). When actual individuals use your product or discuss how your small business has helped them, it may be a significant promoting level for electronic mail recipients and transfer them additional alongside the client journey.
One other nice option to supply testimonial movies is to search out influencers in your trade who might already use your product and even put up video critiques on their channels. With their permission, you may share their movies in your emails and provides recipients the possibility to listen to an sincere evaluate of your product.
Add compelling content material to your e-newsletter
Recipients count on your e-newsletter to be stuffed with helpful or fascinating content material, and movies may help you add some selection. Plus, movies can enhance your e-newsletter’s CTR by encouraging recipients to click on by to observe.
For instance, you probably have a video-centric enterprise, like MasterClass, newsletters are the perfect place to advertise new movies. However if you happen to don’t produce movies in-house, you may nonetheless hyperlink to movies associated to your trade that readers would discover compelling.
Attempt video electronic mail advertising with Twilio SendGrid
Whether or not you favor to design your emails utilizing HTML code or a drag-and-drop editor, Twilio SendGrid’s Advertising and marketing Campaigns helps you construct efficient electronic mail campaigns.
Following the steps outlined on this put up, you may shortly combine movies into your emails with Twilio SendGrid. It’s as straightforward as dropping within the picture or GIF into the e-mail editor, linking to your video, and sending! With our automation instruments, responsive templates, and electronic mail testing, you may maximize video as an electronic mail advertising device.
Prepared to provide video electronic mail advertising a strive? Get began with a free account in the present day.
