Why would I read, when I can watch a video of a panda sneezing, or see a gif of Jeff Goldblum dancing? Why would I read an email, when I can watch an email? I mean, there's a reason why post-it notes have gone AWOL, when Tiktoks are thriving.
Email marketing leads to way more action being taken by readers. Research has shown that video-based email marketing can significantly increase conversions - that means click-through rates increasing by 200% to 300%.
Even just using the word video in subject likes has been found to increase open rates by 19%, and reduce unsubscribes by 25%.
Looking for the down low from a download? Want to be overly-informed on Video Marketing? Well, check out our Video Marketing Tech Best Practice Guide, here!
So, before we go too much more into why it's great, let's figure out what it is. Right, then:
Video email marketing is about including videos in emails. Okay, end of article.
Fine, fine, let's go into a little more detail.
Because video is a popular medium in marketing, with 83% of marketers believing its importance is still growing, including it in your emails can do a world of good. Sometimes text isn't enough to communicate your message, and this is when visuals come in.
A short, sweet video is highly effective. A recent study by Microsoft concluded that the human attention span has dropped to eight seconds – shrinking by nearly 25% in just a few years.
So, it doesn't have to be an extensive, or expensive, video. It could even be as simple as a gif, or a few words bumping around, even some streamers popping up on screen.
Something as simple as this West Elm example catches both the attention of the reader, whilst also giving a mini-demonstration of the product. They can now see how the lamps work, irl.
Let's talk more about email open rates, shall we?
Your email subject line is vital to a successful open rate. It can be your one chance to appeal to people before they click 'delete'. So, the subject is your way of communicating your intentions, in a single snappy catchphrase. And how do you do that? Well, research suggests video.
On average, including the word 'video' in a subject line increases open rates from 7% to 13% on average.
Why else should you use video in your email marketing campaigns? Well:
Let's take B2B software company Igloo for example. The firm decided to promote their workplace culture by creating 200 videos in three months, for future email content. And as a result, they doubled their click through rate. This is because video:
…Gets your point across easily. Video is more likely to make a quick, effective impact on viewers.
…Saves the time of both the readers and senders. Complex subjects are simplified, and information is quickly communicated.
…Has viral potential. Videos can go viral quickly and can be spread around your target audience. When's the last time people were excited to see a product description? Oh ha ha, this lamp is on sale and has a sturdy base. Revolutionary.
…Is SEOs best friend. Video email marketing has an improved Google search ranking. Video can draw in a bunch of attention, leading to sharing on social media, and a boost to your brand.
We all love to talk. I mean, you've been listening to me rattle on for ages about emails. But wouldn't you prefer to hear from a person who has directly been impacted by an email, or made a purchase due to a really, really good gif? Say no, or I'll sulk.
It is way more effective to let happy customers do the promotion for you. And this can be achieved through video.
Videos might include customer stories, such as this example from TouchBistro, that demonstrate how the product has actually delivered on its promise.
Consider which seems less biased: you promoting your own product, or a customer explaining why the product benefitted them?
It makes sense, considering that 76% of people believe that content posted by consumers is more trustworthy than brand created content.
So, people tend to subscribe to emails because they are interested in your product or service, right?
It makes sense, then, to use a video in your email to promote your newest product launch, flash sale, or limited time offer. This is the kind of content people want! Plus, you can link to a social media site, in order to make your videos easy to share, putting the job of further promotion into the hands of your customer. As we've said above, word of mouth between customers is super impactful.
These videos will also retain customers, who will stay as they've been reminded of why they subscribed in the first place.
But remember: don't put promos in every email. They'll eventually lose the novelty, and might even be easy to ignore. Only send a promotional video when it's something really exciting.
It doesn't have to be a super obvious promotion of your product either. Try a little bit of subtly, such as showing your products within a display of company culture.
"Let's say you want to bring attention to that new advertising metrics tool you've just launched," says Hubspot
"You might consider asking your marketing team to film a short video of the product's daily value. Then, you can embed the product page in the video's thumbnail. (Consider giving employees a heads-up that their response might be part of a marketing email).
If your company hosts events, make sure you take videos in order to create a recap to send subscribers. This shows readers how your brand works in-action, and builds interest with the extent of your company's activities.
This might lead into a 'thank you' message, to make readers who attended feel appreciated, or even set up interest in the next event. Then, you can include a CTA for subscribers to learn more about the future event. It's about creating social proof that your services are appreciated and informative.