When to Use Videos in an Email Marketing Campaign

Embedding videos in your marketing campaigns can be a highly engaging strategy. Learn more about using video in your email marketing campaigns.

With its ability to create a consistent channel of contact with target audiences, email marketing stands out as a powerful tool for digital outreach. But when your competitors are pulling out all the stops to garner the market’s attention, sending a simple text-based email may not cut it anymore.

That is where video email campaigns come into the picture. By including this immersive form of media within your emails, you can easily take your email marketing campaigns to the next level with better engagement and higher user interest.

With that being said, it is important to know that sharing videos through promotional emails is a double-edged sword. If you use video messages smartly, they can work wonders for your overall goals. But in case you utilize such videos without proper care, they can cause a world of problems such as disruption in audience engagement or issues with your email clients.

To guide you through these nuances, here is a detailed outlook on why, when, and how to use video email marketing to your advantage.

Why use videos in email marketing?

Using videos in email marketing brings a host of advantages to the table. In addition to helping you boost your existing audience’s engagement, the approach may increase your chances to create new business leads. Besides strengthening your brand profile, the practice can also improve your return on investment (ROI).

Whether you are sharing a personalized video message to thank your customers for their business or sending a screen recording to showcase your new product interface, the right video can enrich any core message with its visuals. This assists your existing and potential customers in consuming detailed information, while also taking very little time from their busy schedules.

Due to these reasons, using videos in email campaigns has become a sought after practice by marketers and businesses across a variety of industries. As long as you are mindful of best practices for sharing videos within your emails, you can reap all of these rewards without any trouble.

The benefits of using videos in emails

In order to make an informed decision about adding video files to your emails, you can take a look at the most common benefits of using videos as a part of your email marketing plans.

Build a comprehensive digital marketing strategy

Apart from email marketing that is known for retaining customers and engaging audiences, videos are crucial for building a comprehensive digital marketing strategy. By combining both avenues, you can build an ideal marketing path for your brand. This contributes to improving the efficacy of your email campaigns.

Increase engagement with audiences

When it comes to emails, some recipients may feel overwhelmed by big blocks of text. Since videos do all the work for their viewers, recipients can feel more comfortable hitting the play button and consuming content. This increases your overall engagement with your audiences.

Improve your brand’s positioning

Besides being interesting in their information delivery, videos also incorpórate a variety of powerful branding tools. From visual effects to sonic branding, you can benefit from several perks within a single email. This improves your brand positioning to your audiences and paves the way to creating stronger connections with them.

Enhance the effectiveness of your email campaigns

Videos offer a more immersive experience than text, which makes them a great tool to garner the attention of hard-to-please audiences. By using the right email templates, layouts, and design strategies, you can appeal to several audience segments at once. This enhances the overall success of your email campaigns.

Retain your existing customers

The delivery of interesting video emails such as business updates, future plans, and product showcases can go a long way towards engaging your existing audience. This not only helps with audience retention, but also allows you to improve customer loyalty over time. In turn, email marketing becomes a sturdy bridge between your customers and your brand.

Generate new leads

No matter if you are trying to scale your business by touching base with previous customers or expand your horizons by onboarding new buyers, you need to give them good reasons to consider your pitch. Through the use of videos that shed a light on your current value proposition, you can get the most out of your sales and welcome email efforts.

When to use videos in emails

Now that you understand why you should be sharing videos through your email marketing campaigns, it is time to comprehend exactly when you should use them for maximum benefit. This helps you steer clear of any adverse effects, while also potentially contributing to an increase in your ROI.

Announce product updates

One of the best ways to use video in email marketing is the announcement of product updates. While this approach works for all audiences, it is especially beneficial for email campaigns that are targeted at existing and past customers who have a history of doing business with your brand.

It’s because existing customers hold a vested interest in learning where your venture stands with their support, whereas past customers may be curious to know if anything has changed since their last interaction with you. In turn, there’s a high chance that both segments may watch the video that answers their questions.

In order to make sure that you maintain this interest with your audience, make it a point to keep your videos concise. When you deliver the required message without a lengthy commitment of the viewer’s time, it increases the chances of email recipients watching the full video. This helps get your whole point across with relevant visuals, audio, and branding.

If you segment your audience for specific campaigns, utilizing this approach for your emails becomes a walk in the park. Since segmented campaigns present a 49% higher click-through rate (CTR) than unsegmented campaigns, this also contributes to your ROI.

Exhibit company culture

Over the past couple of years, it has become clear that customers care about the ethics of a business just as much as employees do, if not more. Those businesses that seem to care for their customers and employees positively stand apart from those that turn a blind eye to these aspects.

If a company goes a step beyond and commits to play its part within social issues, its efforts for ensuring diversity, offering equal opportunity, and addressing climate change appeal to customers as well. This gives you an excellent chance to connect with your customers by simply defining your position on certain aspects.

When you highlight your business’ standing on any of these aspects through video content, your emails can strike a chord with your audience. No matter if you are explaining your stance on the gender pay gap or flexible work environments, visually highlighting your company culture could go a long way towards elevating your profile to existing and new audiences alike.

This customer-facing content also holds its own on holidays such as Veterans Day as well as special occasions such as Mother’s Day and Father’s Day. By showcasing your business’ support for different groups throughout the year, you can continue reaping the rewards of using videos in email campaigns.

Share engaging content

When it comes to creating video messages that garner the audience’s interest, you have a world of opportunity in front of you. From making informative clips that highlight organizational values to producing entertaining videos that chronicle product development, you have various approaches at hand to make your selection.

You can also use a variety of methods to produce these videos. These options include but are not limited to visual effects, animation, and drone photography. These techniques can improve the impact of your messaging and give your audiences cogent reasons to interact with your promotional content.

In order to create compelling video marketing content, you can work with a video production team. These experts can help you produce videos that are technically sound, visually appealing, and emotionally effective.

From there, you can use specialized tools to design email layouts, as well as to create and manage content such as videos within them. This provides your emails with a visually striking design, and encourages your audiences to interact with the content that you are offering to them.

These strategies for creating and disseminating content elevate the benefits of sharing videos through emails. This also delivers the intended effects of enhanced CTR and ROI.

How to embed videos in emails

When it comes to sending video messages to your target audiences, you no longer have to put up with attaching large video files within your emails. Instead, the practice of embedding video files or thumbnails in your email content makes everything far easier than it was a few years ago.

Embedding a video

You can put a video code or URL within your email and have it show up within the body content as though the file was attached with it. The video is playable within the email body and allows your recipient to view it without visiting another page.

  • Upload your video to a streaming platform such as YouTube or Vimeo.
  • Choose an automatic thumbnail that will also show up within your email.
  • Enable sharing options that make the video publicly available.
  • Get an embed code for your video from the streaming platform.
  • Start creating your email layout with text, images, and usual branding.
  • Insert the embed code within your email body.
  • Send your email to intended recipients with the embedded video.

Sharing a video thumbnail

Another approach is to create a custom video thumbnail and integrate it within your email. When the recipient clicks on this image, they are taken to a landing page on your own website. This lets you increase your own website’s traffic, while also giving you the ability to add calls to action (CTAs) on the page for conversions or engagement.

  • Upload your video file to a streaming platform of your choice.
  • Enable sharing options to have the video publicly viewable.
  • Generate an embed code for your video that you will use on your own website.
  • Create a custom landing page on your website with original content and CTAs.
  • Make the video available on the landing page through the embed code.
  • Create a custom thumbnail image with a play button logo.
  • Draft your email layout with your text, images, and branding.
  • Insert the thumbnail and link it with a URL of the landing page.
  • Use effective CTAs through your email body content.
  • Send your email to your target audience.

Video email best practices

In order to maximize the possible benefits from your efforts, you should also follow best practices for sending videos in email campaigns.

Pay attention to your subject line

When sending a video email, your subject line should highlight the immediate benefit as well as the content of the video. For instance, if you are introducing a new product, your subject line should outline how recipients can get to know the new offering within 2 minutes or less.

If you want some assistance during this process, you can use a tool to write engaging subject lines. Even when you have confidence in your creative abilities, this particular process can provide you with data-driven insights. This helps you optimize your email for maximum interaction.

Segment your emails

You can boost the effects of your video messaging by creating personalized emails that are sent to specific recipient groups. When your videos reach their target audience, you can get the attention you want and add to the reputation of your brand.

For instance, when trying to retain customers, you can create a video thanking your existing customers for their support. From there, you can send it only to individuals and entities who are still with your business as paying customers. This can help your CTR and overall engagement alike.

Create high-quality videos

When you are sharing videos through email campaigns, it is easy to find options that cut corners on production costs. But when you take this route, you also compromise the quality of your video and email content alike. This can also hurt your reputation to a significant extent.

Being mindful of these factors, make it a point to invest in your video production. Regardless of the type of video that you are creating, you should hire seasoned professionals for its creation. This helps you deliver quality content to your audience through every email.

Final notes

Creating videos for your email marketing campaigns can be a highly beneficial way to elevate your brand, connect with your audience, and expand your outreach. By keeping essential points in mind, you can get the most out of this marketing strategy.

With Mailchimp’s all-in-one email marketing platform, you can benefit from purpose-built tools and intelligent features to take your email marketing campaigns to the next level. Whether you want to connect with existing customers or reach out to new audiences, our solutions can help you achieve your required goals without breaking the bank.

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