Email marketing is the act of sending a commercial message, typically to a group of people, using email. It is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business's products or services. If you have been using email marketing for a while but are trying to grab your reader's attention in a new way, videos are a great option. Here are the latest ways to spice it up and stick out from the rest of the emails.
Getting your video into your email
It may seem daunting to figure out how to get your video into your email, but it is much simpler than you think.
A play button on a still image
One of the most popular ways to embed your video into your email is to use a still image. You can take a screenshot of your video while it is paused. If you do this, the image should have a play button on it. If it does not have a play button on it you can add one yourself.
You need to make sure the image is clickable and that it redirects to the full video. It needs to be hosted on a landing page or on a hosting platform like YouTube or Vimeo. By using this method it makes it look like an actual video, making it more likely for your subscribers to click on it.
Using a GIF
Another option is to use a GIF within your email. Using a GIF gives the illusion of a full video being embedded. It also guarantees that your content moves within the email, grabbing your reader's attention. You need to again make sure that your GIF is clickable and that it redirects to the full video.
If your video is short enough you can convert it into a GIF that can be embedded as an image. If your video is too long, take a few moments from your video and create a GIF with it. This would create something like a trailer or sneak peak of your full video.
Third-Party Software (HTML5)
Some email clients do support embedding full videos in emails. If you feel this is the right option for you and your readers, you can use HTML5 code to do this. However, we do not recommend this option. Many email providers do their best to block full videos within email content as an anti-spam protection, causing your email to end up in the spam folder.
If you are not experienced in coding, this option is also not recommended. Trying to do this method could be more trouble than what it is worth. If you go this route, make sure to test every email you send.
Best Video Marketing Strategies
Once you have chosen the method you’d like to take to put your video into your email you will need to figure out your strategy. If you would like some extra help building your video marketing strategy, check out this guide.
Use video for bonus content
Consider using emails to give subscribers bonus content. Unless you have a really good reason to include a longer video in your email, keep email videos on the shorter side. Remember that your readers will be viewing your video as they are working through their email boxes.
Track your metrics
When tracking your metrics make sure you track the metrics for your email as well as for your video. With this information you can figure out which topics are most interesting to your readers. Another helpful metric to track would be emails with video vs emails without video. You will be able to make sure that you have the right audience for the video and that it actually adds value to the email. If you would like to learn more about reaching the right traffic, check out this article.
Your call-to-action or CTA is the centerpiece of your video and your email. It should be short, clear, and actionable. If you need help creating a solid CTA, check out this article. It’s important that both your video and your email have a clear CTA. By including your CTA in the video also, you’ll ensure that viewers know what to do next without having to go back to your email.
Video in email marketing has become a great way to stick out from the rest and grab your reader's attention in a new way. Whether you choose to get more technical and use HTML5 video in your email or choose to use one of the alternatives outlined in this post, using video in email can be an engaging way to bring compelling content to your subscribers.