5 Effective Ways of Improving Emails with Videos

Email marketing is still one of the most effective ways for brands to get in touch with clients and potential clients. According to Smart Insights, 83% of marketers think that the importance of video content is only growing. With such extreme popularity, why not improve open and click-through rates using some short videos in your emails?

We’ve gathered 5 of the most effective ways video content can improve email marketing engagement. Check them out and feel free to let us know what do you think about including videos in emails!

1. Create a video series

If your content is structured in such a way so that it can be a series, go ahead and integrate it into an email campaign. A video series would sky-rocket your email engagement rates, especially if each video points to the next one. It can be anything from short snippets of product presentation to tutorials.

If you host your videos on a dedicated video platform and embed them in emails, you can track who clicks on your videos and how much of each video is being watched. It will also help you adjust your overall marketing strategy and will also generate more leads.

2. Create thumbnails

Video thumbnails serve as the invitation to your video content. People do judge books by their covers, at least on the internet. You can create an email thumbnail by screenshotting a frame from your video and customising it with some colourful arrows, some text and maybe some emojis (these are trendy nowadays).

3. Create different videos for different audiences

An effective email marketing strategy has at least two or three different audiences. These people usually get different emails, according to their interests. Video content should also be targeted. Create different stuff for each of your audiences.

4. Experiment with GIFs

GIFs are a great option when you deal with very short videos. You can use them to tease video content. Converting videos to GIFs is fairly easy to do. You can use websites like GifCompressor or EzGif to convert video to GIF. 

The advantages of GIFs over MP4s: they load faster, can be linked to a landing page on your website, offer a dynamic preview. The disadvantages of GIFs: they are short and you can’t create an email marketing campaign out of GIFs.

However, we recommend running some tests with your own audience before fully implementing GIFs on behalf of video content.

5. Include (VIDEO) in the subject line

Once you have created an email containing a video, test two subject lines: one that includes “(VIDEO)” and one that doesn’t. Track the performances and see if your audiences are willing to open an email that includes a video. This is probably the easiest way to see how videos perform.

Did you find this post useful? Let us know in the comments below if you’d like to learn more about videos in email marketing!