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4 min read

3 Ways to Run Effective Email Marketing Campaigns Using Video

3/12/19 11:15 AM

Marketer preparing an email marketing campaign with video

Customers and prospects alike receive countless emails from companies, each filled with lengthy paragraphs and a collage of images that do businesses no justice. Readers are then compelled to delete the message, unsubscribe, and mark all future messages as spam. But there’s a better way to utilize email to leave an impact and gain clients. 

Video is how businesses today run successful e-marketing campaigns to generate leads and drive conversions. Email continues to be a powerful source for companies to deliver effective messaging to current and future buyers, but it’s video that makes it all the more powerful. Rather than reinvent the wheel, video allows for email marketing to resonate with viewers, improve customer satisfaction and efficiently communicate information—saving both businesses and consumers time and hassle.

Our team can help your business craft purposeful videos for your next e-marketing campaign. Get ahead by contacting us today. Already using video e-marketing and looking to improve? Here are 3 steps to improve your email marketing using video:

Step 1 - Tease video in your email

In order to successfully deliver your company’s messaging, your client has to be compelled to click. Nothing converts quite like video. According to video analytic experts at Wistia, including a video thumbnail over a still image in your emails can improve click-through rates by 300%. Make video e-marketing your new favorite weapon for attracting clients.

Businesses are always trying to entice email recipients with catchy subject lines. However, “Click here,” “Read This,” and “Learn More” are all played out. Instead, use an email technique proven to work. A Syndacast report showed, just by using the word “video” in the subject line, the open rate increased by almost 20% and decreased unsubs by over 25%. In your next email campaign, try “Preview this Video” or “Watch the Full Video Now” in your subject lines to prompt your readers to watch and listen.   

Step 2 - Deliver relevant content

Now that you said there will be video, it’s time to deliver. Here is where you can let your creativity shine and make your brand stand out. Major companies like Netflix have inserted loop videos in their email marketing to promote a new product, or in this case, a new TV show series. You can incorporate video by embedding GIFs or Cinemagraphs—not quite a video, but not just a photograph—to attract your prospect's attention in a unique, personalized way. But, consider using a minute-long video to tell share your message.

People prefer to watch video when given the option. Video even helps them retain information better, with the average viewer remembering 95% of the information—compared to only 10% who read text. Give the people what they want. Your audience wants to see short, engaging video that can summarize what would have been said with words. Whether that’s a product launch video to highlight new features, or a culture video to welcome new clients onboard, video is going to deliver a message that leaves a lasting—positive—impression. Make your brand memorable and let us help you create video with an impact today. 

Step 3 - Ask users to engage

Now that you have your prospect on your good side, you can direct them to take action after viewing your email. Oftentimes companies include a call-to-action or CTA in the email marketing campaigns, but embedding a CTA in your video is more powerful at closing sales.

According to the data wizards at Wistia, videos with a CTA form within the first 20% of the video received a 43% conversion rate. When your emails are getting opened and viewed, it’s a win. But when your marketing efforts lead to a sale, you just hit the jackpot.

When using video e-marketing to your advantage, simply remember to:

  • Intrigue your consumers with video in your email, using “video” in your subject line and video thumbnail to peak your reader’s interest.
  • Deliver the video your audience craves, from original GIFs to full-fledged videos.
  • Convert leads by including CTA’s in the first quarter of your video to close more sales.  

Still, need guidance on how to get started? We are happy to help. Get the tools you need to leverage your video marketing via email and send us a message.

Sofia Galiano
Written by Sofia Galiano

Sofia, an expert in cultivating Trifactor's online presence, combines journalism and award-winning photography to create engaging content that tells the company's unique story.

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