This morning, as usual, I started my day by checking my emails.
While this process doesn't usually excite me and is just my method for waking up, I came across a subject line that made my heart race with excitement:
Knowing that I would be starting my day with a new music video from one of my favorite bands made me smile. It also made me feel valued as a subscriber to their record label's emails — with just one video, Specialist Subject Records strengthened the consumer relationship I have with them.
This is why video email marketing is such an effective strategy. With a simple embed and subject line, you can build stronger relationships with customers, generate leads, and strengthen the content behind your brand.
Let's talk a little more about it.
What is video email marketing?
Video email marketing is simply including videos in email marketing. If you're unsure about how to do that, we have a quick how-to post here.
Because video is an extremely popular medium in marketing, (in fact, 83% of marketers feel its importance is only growing) including it in your email marketing can engage your subscribers and increase your conversions.
Additionally, did you know that over 80% of businesses use video in their marketing efforts? This is likely because of the results video implementation gives them. While using video in email can seem like a taboo topic, it can be very effective.
By using video, you can tap into the imagination of an audience that absorbs information visually — sometimes text just doesn't do it. With video, you have a chance to make dense topics more compelling for your audience.
Next, let's talk about ways you can use it in your next email campaign.
How to Use Video in Email Marketing
Videos can dramatically increase click-through rate (CTR).
For example, B2B software company Igloo Software decided to show off their workplace culture by creating 200 videos in three months for future email content. This approach doubled their CTR.
This is one way to use video in email marketing — showcase your brand in email and use it to increase CTR. We have six more, which we'll explore now.
Ways to use Video in Email Marketing
- Use video for bonus content to delight your subscribers.
- Make emails a more personalized experience.
- Display company culture with a video.
- Announce an event with a video.
- Announce a product line or launch with a video.
- Send out newsletters with video.
- Move leads along their customer journey.
- Include video in email subject lines.
1. Use video for bonus content to delight your subscribers.
Consider using emails to give subscribers bonus content. Email subscribers are likely to enjoy a variety of your content, so going the extra mile with a surprise bonus could delight your audience.
For instance, if you share weekly newsletters about Instagram content, you can add a link for early access to a live webinar you're hosting about Instagram Stories at the end of the month. That way, you can build interest for the event, keep subscribers in the loop about things going on within your company, and give them an incentive to keep checking your emails.
Alternatively, you can use emails to educate subscribers about the values that matter most to your business.
Patagonia often includes a video in a product-related email to tell the story of where their product materials originate. Since Patagonia values both the environment and supporting local businesses, it makes sense that they'd focus their content on highlighting both of these initiatives.
In the video below, for instance, Patagonia includes links to some of its hemp-made products, along with a video of a farm in Kentucky that grows hemp, which helps regenerate damaged topsoil:
The email helps educate Patagonia subscribers' on the importance of purchasing products made of natural materials — and while it may help incentivize subscribers' to purchase, that's not the only impact the video has. As a standalone piece of content, it's also simply an educational tool to highlight Patagonia's deeper mission: to support local businesses and make a positive impact on the planet.
2. Make emails a more personalized experience.
Do you have a backlog of video content on your website? Consider using that to your advantage and sending personalized emails.
For instance, let's say someone watches a portion of a video on your website that they don't finish, and you're noticing this is a pattern when you analyze your website data. Marketo's formula is to automatically send that video in an email to remind that user to finish.
By doing this, Vidyard reported that Marketo raised their CTR by over 144% due to the personalization of that email. If I were sent a video I meant to finish in an email, I'd surely open it to complete that video. I'd also feel pretty important to the company as a customer.
From a business perspective, this means more clicks for you, a better relationship with the customer, and more views on videos.
3. Display company culture with a video.
If you're struggling with thinking of out-of-the-box ideas for email content that shows off company personality, consider heading to YouTube.
Yes, you read that right: YouTube.
What better way to show subscribers the culture in your company than going straight to the source? Let's look at this email from Etsy to illustrate:
This email embeds a simple video from an Etsy Trend Expert in a step-by-step hair routine.
Getting a peek into how Etsy employees use Etsy hair products in their daily routines adds a sense of normalcy and relatability to the company. I got to see the people behind the marketing emails, and what I saw were employees who were just like me.
Email marketing doesn't have to be a blatant show of products. Sometimes, you can subtly promote your products within a display of company culture. Try experimenting with a blend of public-facing content to promote your brand, like Etsy.
For example, let's say you want to bring attention to that new advertising metrics tool you've just launched. 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).
4. Announce an event with a video.
If your company hosts events, whether internal or external, take videos of the events for a recap to send subscribers. This way, you can give subscribers a taste of how your brand works in-action and build interest in your company's events overall.
For instance, do you host or participate in quarterly industry mixers? Try including a video in an email about the most recent one, along with a CTA for subscribers to learn more about the next one. The video can also serve as social proof that these events are well-attended and informative for other people in your industry.
5. Announce a product line or launch with a video.
Confession: I'm a little obsessed with makeup company, Make Up For Ever.
One of my favorite aspects? How Make Up For Ever includes influencers' testing out new products in their emails — seeing real women try new makeup products can help me determine which products would delight me most.
If you're launching a new product in the upcoming quarter, maybe it's a good idea to include email subscribers in the pre-launch phase. For instance, if you're launching a chatflow bot as part of a CRM update, let email subscribers know first. That way, dedicated customers can express their interest in the product and bring in that word-of-mouth marketing.
6. Send out newsletters with videos.
If you're giving subscribers scheduled newsletters with no video, you're missing out! There's a lot of ways to include video in newsletters so they can be effective. Video-heavy businesses can benefit from newsletter video embeds so subscribers can catch up on content they may have missed — especially if your subscribers prefer watching over reading.
Another way to use video in newsletters is to round-up popular videos in your industry. If your company doesn't do many videos, this is an excellent avenue for you. Alternatively, if a member of your team is interested in a routine video schedule, try filming a round-up of weekly content in video-form.
For instance, if there was a commercial that rocked your industry recently, include that video in your newsletter with a corresponding blog post about your thoughts to increase traffic on your blog.
7. Move leads along their customer journey.
Email marketing isn't just limited to loyal customers — you can also use it to nurture leads. Just use workflows in your CRM to automate videos that will move them along the customer journey. This works with forms you can add right into that video.
These forms might give your sales team enough information to follow up with interested customers. Or, give leads an opportunity to watch your latest crash course in SEO link building — in exchange for the completed form fields, of course.
If you're currently thinking, "I'm no tech wiz, how do I do that?", don't worry. HubSpot's integration with Wistia makes it easy to add this widget into your marketing emails. Check with your CRM software to see if it offers something similar.
With this integration, you can add HubSpot forms into a Wistia video for higher engagement. If a lead converts within the video, their viewing data will sync with their contact record. This can be useful for future customer research with video marketing campaigns.
Think about piloting a video email marketing campaign for conversion. If you download viewing data, you can see how to tweak video content to further delight your customers.
8. Include video in email subject lines.
Formatting is super important in emails and it starts with the subject line. As a consumer, if I see an email with emojis in the subject line, I'm immediately more interested in the email because emojis stick out to me and feel more inviting.
Try including "Video" or a corresponding emoji in your subject line to entice subscribers to open it. You'll likely want to A/B test a variety of subject lines in the beginning to figure out what your readers prefer.
Another important formatting tip is to embed the video in the email in a place that keeps readers interested. Putting videos at the beginning of an email is a good idea, but placing it near the end invites readers to keep reading to better understand the video.
Video is an incredible way to engage subscribers, old and new. I just received a new one in my inbox, and I'll prioritize that over other emails. If it sounds pretty hectic to produce new videos for email campaigns, think about using the ones you already have. You may be able to repurpose them into great content for your audience.
Originally published Dec 16, 2020 7:00:00 AM, updated June 10 2021