Some marketers think of email as being an outdated or obsolete marketing method. It’s that kind of thinking that makes some marketing teams outdated or obsolete. Email marketing remains one of the most effective methods for nurturing leads and driving conversions.
Email marketing is a relatively inexpensive marketing method.
How to increase your email conversions
When every brand is fighting for exposure in the consumer inbox, it can be exceptionally hard for your email to grab the audience’s attention – let alone incentivise them to convert.
Why you should include video in your email marketing efforts
According to Forbes, incorporating video in your marketing emails can boost the click-through-rate (CTR) by 200 to 300 percent. Why’s that? We’ve provided a few reasons below.
Video Grabs User Attention
Just using the word “video” in your subject line can increase open rates by nearly 20% and CTR’s by 65%.
The copy of your email could contain the most enticing and most persuasive content your reader has ever seen. That being said, if your subject line doesn’t grab attention, no one will ever read your message.
Furthermore, a few lines of text cannot compete with the captivating power of video. Video is known as the most engaging medium for a reason. It evokes, sustains, and capitalizes on customer engagement.
Capture those Visual Learners
Your audience will retain 95% of a message after watching video compared to only 10% when reading text. So, think about simple ways you can incorporate existing video in your email marketing, and then test the response. For example, if your business has a library of video tutorials, consider using them in your email campaigns. What was the result? Did you see an CTR increase?
Videos are a lot easier for your audience to digest. See in the personalized video below how one company was able to communicate their program benefits through video.
Increase Video Engagement
Everybody wants their videos to go viral. That is less likely to happen when you don’t give your video the right exposure and the ability to share it. When you share your video via email, make sure you also allow your audience the ability to share it on the social platform of their choice. Email subscribers are nearly 3 times as likely to share content on social media compared to other channels.
The Best Way to Implement Video In Email
Here are a few best practices to keep in mind when adding video to your email campaigns. Use these tips to boost results.
Keep your videos at a length no longer than 1 minute to ensure you retain your customer’s attention.
Some email clients don’t support video embedded in emails. A clever way to get around this is to create a thumbnail image of the video with a fake play button, that links to a landing page where the video will autoplay.
A play button can be difficult to see when it contrasts with the background image. Make sure the button stands out to guarantee more people are clicking on your videos.
Take your emails one step further with personalized video
Sending out emails to a list of your subscribers is great because that captive audiences has already indicated interest in your company. The more information you are able to gather from your subscribers, the better positioned you are to send meaningful, personally relevant content.
There’s no easier way to appeal to these folks than by using personalized video. Imagine you are able to speak directly to each of your clients’ needs all at once? How powerful would that be? See how personalized video works in the clip below:
Since 2003, our tools have helped the top North American financial institutions, including wealth, banking, and insurance, to create empowering and competitive digital financial experiences. We’re revitalizing financial tools and services to help your customers make active financial decisions with absolute confidence in your products.
Len Smofsky is Executive Vice-President of BlueRush – a leading digital services and solutions company. Len leads the Individeo™ team of personalized video specialists and strategists, with a focus on personalizing the customer journey.