Ever spent hours creating a company newsletter full of information you know your consumers want to know, but found that your click-through rates were less than satisfactory?
You might’ve missed a key step in your marketing campaign: including videos in your emails!
Including video in an email has been shown to increase click-through rates by 65 percent and open rates by 19 percent. They’ve also shown a 26 percent reduction in unsubscriptions!
Why? Because videos are engaging and entertaining. Eighty percent of viewers prefer watching video to reading text, after all, and if you’re ready to take engagement to the next level, you’ll definitely want to include a video in your email.
Step 1: Choose a Video, a Concrete Topic, and a Thumbnail
Whether it’s promoting a product, hosting an event, or sharing company stories and news, choose a topic for your email that aligns clearly with your business goals and select a video that explains them. You don’t want it to be too long, but it should still be as informative as possible, so consider cutting your videos down to only the essentials.
You’ll also want to choose a thumbnail or GIF that gives insight on what your video will be about.
Step 2: Upload Your Video
Knowing how to attach video to your email depends on which client you’re using, but you can easily use a specific landing page or link directly to the platform where your video is hosted. This means that the video won’t be played directly from their inboxes, but rather will take your viewers to the site where you posted the video.
If you use Gmail, for example, and your video is smaller than 25 megabytes, simply click the paperclip icon at the bottom of the email window, select a video, and click “Open”. If it’s larger than 25 megabytes, click the Google Drive icon instead of the paperclip, select your video, and click “Insert”.
Embedding your video in your email means it will be played through the email itself rather than a hosting client like YouTube. Not all email servers support the ability to play video directly from the inbox, however, so be sure to check if that’s the case for you and your subscribers.
Embedding requires being comfortable with coding, but there are tons of great tutorials out there to help you out.
Step 3: Content, Copy, and Call to Action
The next step is to create the content, the copy, and the call to action.
You’ll want to tailor these to the content of your video, guiding the viewer to watch your creation through written copy that explains what it is while sparking their intrigue.
Including a video in your email campaign is supposed to serve the purpose of guiding your viewers to make a purchase, so you’ll also want to do your best to tie your call-to-action to the content within your video.
After that, your email is ready to see the world! Hit that send button, and get ready to watch the ROI roll right on in.
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