Two weeks ago, we outlined the power that videos can bring to your digital marketing efforts if integrated into your email blasts. Not only can video emails summarize a wall of text in a short clip, they can also deliver your message in rich detail. Since the concept is new to some, using videos as an email marketing tool comes as a challenge. But there are businesses that found innovative ways to make their e-newsletters more visual and interactive.
Marketers claim how much they upped their game in presenting product demos, brand promotions, and customer testimonials just by linking or embedding a clip into their emails. Now, we ll share some of the best practices they apply to make video marketing via email work.
1. Relate the video to the product
While videos indeed have an undeniably strong audience-pulling power, it doesn’t mean that you could use just any clip to go with your message. No matter how viral or entertaining that footage of a playing kitten is, it would still appear spammy if it has nothing to do with what you’re trying to promote.
2. Make the video your email’s central element
If the video tells the whole story, you may no longer need to include anything that would make the message redundant. Besides, the point of video marketing is to use the medium to deliver your pitch, so do away with elements that could take the recipient’s attention away from the short flick.
3. Send it along with impactful text
You’d want your audience to watch the video, so use words that point to the clip. It would, of course, be ideal if the included call-to-action prompts and subject line encouraged the reader to click play or share the media. The tags, on the other hand, should enable people to sort and find the video easily through relevant keywords.
4. Redirect to your brand’s video landing page
If you’re after site visitors, attach a link to your landing page instead of embedding the actual video. This also works if you want to share additional information or if the video only serves as a teaser to a bigger message.
5. Keep it short
Again, the aim is to get people to watch. Be concise to make watchers finish the clip and keep them subscribed.
6. Mind the audio
Some find auto-playing videos annoying, especially if the sound comes so sudden and loud. To prevent complaints, opt out of the autoplay feature. But if you insist on making the clip play the moment the email is opened, try doing so with the sound turned off to let the recipient choose when to have the sound playing.
Multimedia email marketing is a lucrative avenue for introducing your brand, getting your message across, and staying engaged with your audience, especially today when people crave for fast and interactive communication. Make the most out of your video emails by tracing these techniques after successful digital marketers.
