One Essential Element to Boost Your Email Marketing Campaign

Have you crafted a wonderfully written company email, optimized the title and copy, done all you can to effectively share your greatness with the world, but still find you’re not receiving the results you’re looking for?

You might be missing a key step in your email-marketing plan: including a video!

The Benefits of Using Video in Email Marketing

Videos are a fantastic vehicle for sharing information in an easy-to-understand way, increasing audience engagement, and creating an authentic, trustworthy relationship that results in sales — and you can use them to boost your email-marketing campaign to new heights.

In fact, according to a study, just having the word “video” in your subject line increases click-through rates by a whopping 40 percent! In addition, the study also revealed that when people included video in their emails, recipients spent more time reading the body of the email and shared and forwarded it more frequently.

A video takes a complex idea and boils it down into a one-minute piece that perfectly represents your company ideas, engages your viewers, and drives them to purchase your products or services. If you try to achieve all of that through your writing, you might end up scaring off your audience because your email is too long.

In fact, experts say that one of the main reasons your email doesn’t get read is because it’s too lengthy and contains too many words. If you don’t provide immediate value, you won’t get much engagement — but video takes all of that out of the picture.

Types of Videos to Include

There’s really no right or wrong way to include video in your email-marketing campaign, but we’re going to go ahead and tell you about the top three types you might want to try out.

Type No. 1: About-the-Business Videos

The first type of video you may want to include in your emails are videos that offer information about your business, products, or services. This will provide your audience with vital knowledge about what makes your company special, what you can do to help make their lives easier, why they should care, and how your products and services work.

Subcategories include:

  • Business promos
  • Product demonstrations
  • Explainers
  • Tutorials

Type No. 2: Company Culture Videos

Viewers love it when you provide a human aspect to your company. That’s why you might want to share videos that do a deep dive into what it’s like to be part of your company, the people behind the product, and what goes on behind the curtain.

Everybody loves an inside look. In fact, 87% of viewers said they’d prefer to watch things online rather than on TV if they were able to get a closer look at what goes on behind the scenes (Applian Technologies). 

Viewers love learning about what life for you and your company is really like. By showing your unscripted, natural side, you provide that to them by becoming more relatable, open, and “real.” 

Eighty percent of consumers are more likely to follow brands that produce authentic content, after all, so showing some behind-the-scenes content will allow you to not only create meaningful engagements with your current audiences but also create new ones (Uscreen).

Subcategories include:

  • “Get to know us” pieces
  • “Here’s what it’s like to work with us” pieces
  • “Here’s what we’re doing outside of work” pieces that showcase things like charity 
  • “Local love” pieces that show your relationship with the community
  • Behind-the-scenes content
  • Company event recaps

Type No. 3: Testimonials

Everyone loves a good story. 

The people behind your products surely lead fantastic lives full of rich stories — there are countless ways they could’ve implemented your product or service into their lives to help make it better. And by sharing these stories, you’re sharing your greatness with the world in a way that really resonates.

In fact, video testimonials are ranked as the most effective type of video content, closely followed by tutorial videos and demo videos!

Instead of having the owner or CEO talk about what makes your company so great, it’s much more powerful to have a customer share their unscripted, honest, and genuine experience. When a viewer watches someone who’s just like them sharing their positive thoughts about your business, it resonates with them on a much deeper level than if they heard it directly from one of your employees because you’ve added a human element to your brand.

Next Steps

For best results, try out different types of videos and pay attention to which ones work best for you. And always, always remember to include the word “video” in your subject line!

If you think you still need a little guidance in implementing video into your email-marketing campaign — or if you’re in need of a video itself — our team of skilled marketing creatives here at OpticTour is ready and willing to help you achieve any marketing-related endeavors your company is trying to undertake. Whenever you’re ready, you can get in touch with us by filling out this form.

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Austin, Texas

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