Persuasive copy and attention-grabbing pictures aren’t enough anymore. Lately, standard sales pitches and product presentations fall flat. That’s why more and more email marketers are reaching out for non-standard strategies and a broader approach. Of them all, video in email turns out to be exceptionally effective. Today’s infographic presents some ideas on how to do it right.
All over the globe, people watch over 6 billion hours of online video per month. Every month, YouTube gets more than 1 billion unique visitors. With backup data like that, marketers have started delivering videos directly to inboxes — with stunning results:
- 55% increase in click-through rates
- 44% more time spent reading emails
- 41% more email sharing and forwarding
- 24% increase in conversion rates
- 20% increase in ROI
- 14% higher average sales-order value
Overall, marketers who integrate video in email, generate 40% higher monthly revenues than those who do not.
In surveys, email marketers say video in email will be one of their ongoing strategies, with 81% saying they plan to use videos in their future email marketing campaigns.
Video is easy to understand and has more instant emotional impact than text or static images. Recipients like to watch certain types of videos in particular. Promoting them via email can be a real game-changer for brands and their promo campaigns.
The most engaging and effective videos are: training courses, product videos, product promotions and customer testimonials.
How to use videos the right way
There is no universal video format compatible with all email clients. For example, HTML5 works for only 25% of email clients. Marketers handle this drawback with a combination of techniques.
- 29% use a static image hyperlinked to a dedicated video landing page.
- 23% embed a video player in the email message.
- 21% link to a page on a video-sharing network such as YouTube or Vimeo
- 27% use animated GIF images in their messages.
All of these methods can work perfectly fine, but the most important thing isn’t how but why. An irrelevant video — even if it plays perfectly — won’t improve your metrics.
So today’s infographic includes best practices for making video email more effective.
- Don’t make the video too long.
- Mention video in the subject line.
- Tag the video with relevant keywords.
- Use a fallback image.
- Direct clicks to a branded landing page.
- Test different versions of your video.
- Make your video the primary visual element of your message.
- Don’t market a specific product with a general video. Make it specific.
- Encourage your audience to share the video, and make it easy.
Today’s email marketing involves more than just persuasive copy and fancy pictures. It entails face-to-face communication – a new approach that is making a difference. This is where video comes in. It can help boost your leads, conversions, and sales — but only if you do it right and in compliance with audience expectations and needs.
Do you use videos in your emails? How do they work for you? Post a comment and share your ideas on how to optimize videos.
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