This morning, as usual, I started my day checking my email.
While this process doesn’t usually excite me and is just my method of waking up, I came across a subject line that made my heart race with excitement:
Knowing that I was going to start my day with a new music video from one of my favorite bands made me smile. I also felt valued as a subscriber to their record label’s emails – with just one video, Specialist Subject Records strengthened the customer 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 closer 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 simply includes videos in email marketing. If you’re not sure how to do that, here’s a quick guide.
Since video is an extremely popular medium in marketing (83% of marketers think its importance is only growing), video in your email marketing can get your subscribers engaged and increase your conversions.
Also, did you know that over 80% of businesses use video for their marketing efforts? This is likely due to the results the video implementation provides. Using videos in emails may seem like a taboo subject, but it can be very effective.
With video, you can use the imagination of an audience to visually absorb information – sometimes text just doesn’t work. With video, you have the ability to make dense topics more attractive to your audience.
Next, let’s talk about how you can use it in your next email campaign.
Use of Videos in Email Marketing
Videos can dramatically increase the click-through rate (CTR).
For example, B2B software company Igloo Software decided to showcase its workplace culture by creating 200 videos in three months for future email content. This approach doubled their click-through rate.
This is one way of using video in email marketing. Present your brand in emails and increase the click rate. We have six left that we will examine now.
Ways to Use Video in Email Marketing
- Use bonus content videos to excite your subscribers.
- Make email a more personal experience.
- Display the company culture with a video.
- Announce an event with a video.
- Announce a line of products or start them with a video.
- Send newsletters with video.
- Move leads along their customer journey.
- Include videos in email subject lines.
1. Use video for bonus content to excite your subscribers.
Consider using email to provide bonus content to subscribers. Email subscribers are likely to enjoy a variety of your contentSo going the extra mile with a surprise bonus can wow your audience.
For example, if you publish weekly newsletters on Instagram content, you can include a link for early access to a live webinar you host on Instagram Stories at the end of the month. This is a great way to generate interest in the event, keep subscribers up to date on what’s going on in your company, and encourage them to keep reading your email.
Alternatively, you can use email to let subscribers know 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 came from. Since Patagonia values both the environment and the support it gives to local businesses, it makes sense that they focus their content on highlighting these two initiatives.
For example, in the video below, Patagonia includes links to some of its hemp-made products, as well as a video of a Kentucky farm growing hemp to regenerate damaged topsoil:
The email is helping educate Patagonia subscribers about the importance of buying products made from natural materials. While this helps stimulate subscribers to buy, it isn’t the only impact of the video. As a stand-alone piece of content, it’s also just a teaching tool to highlight Patagonia’s deeper mission: to support local businesses and make a positive impact on the planet.
2. Make email a more personal experience.
Are you running a backlog of video content on your website? Use this to your advantage and send personalized emails.
For example, let’s say someone is watching a portion of a video on your website that they are not finishing and you notice that this is a pattern when you analyze your website data. Marketo’s formula is to automatically email the video to remind the user to end the video.
By doing this, Vidyard reported that Marketo increased CTR by over 144% due to personalizing this email. If I were sent a video that I wanted to finish in an email, I would surely open it to complete the video. I would also feel very important to the company as a customer.
From a business perspective, this means more clicks for you, a better relationship with customers, and more video views.
3. Show the company culture with a video.
If you’re struggling to come up with out-of-the-box email content ideas that showcase the company’s personality, you should check out 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 take a look at this email from Etsy to illustrate:
This email has a simple video from an Etsy trending expert on a step-by-step hair routine.
Taking a look at how Etsy employees use Etsy hair products in their daily routines makes the business more normal and reliable. I’ve seen the people behind the marketing emails, and I’ve seen employees who were just like me.
Email marketing doesn’t have to be an obvious product show. Sometimes you can promote your products in subtle ways within an ad Corporate culture. Experiment with a mix of public content to promote your brand like Etsy.
For example, let’s say you want to draw attention to the new ad metrics tool that you just launched. You can ask your marketing team to make a short video about the daily value of the product. You can then embed the product page in the thumbnail of the video. (Consider giving heads up to employees that their response could be part of a marketing email.)
4. Announce an event with a video.
If your company has internal or external events taking place, you can record videos of the events for summary purposes to send to subscribers. This is a great way to give subscribers a sense of how your brand is performing in action and generate interest in your company’s events as a whole.
For example, do you host or attend quarterly industry mixers? Include a video on the latest in an email, along with a CTA for subscribers to learn about the next. The video can also serve as social proof that these events are well attended and informative for other people in your industry.
5. Advertise or start a line of products with a video.
Confession: I’m a little obsessed with Make Up For Ever makeup company.
One of my favorite aspects? How Make Up For Ever involves influencers testing new products in their emails. When real women try new makeup products, I can tell which products would excite me the most.
If you’re launching a new product in the coming quarter, it might be a good idea to include email subscribers in the pre-launch phase. For example, if you are launching a Chatflow bot as part of a CRM update, let the email subscribers know first. In this way, committed customers can express their interest in the product and contribute this Word of mouth marketing.
6. Send newsletters with videos.
If you give subscribers scheduled newsletters with no video, you are missing out! There are many ways to include videos in newsletters for them to be effective. Video-heavy businesses can benefit from embedded newsletter videos so subscribers can catch up on information they may have missed – especially if your subscribers prefer to watch than read.
Another way to use videos in newsletters is to aggregate popular videos in your industry. If your business doesn’t make a lot of videos, this is a great option for you. Alternatively, if a member of your team is interested in a routine video schedule, try filming a recap of the weekly content in video form.
For example, if there was a commercial that rocked your industry lately, include this video in your newsletter with a related blog post about your thoughts to drive traffic to your blog.
7. Move leads along their customer journey.
Email marketing isn’t just limited to loyal customers, it can also be used to nurture leads. Just use workflows in your CRM to automate videos they move on the customer journey. This works with forms that you can add directly to this video.
These forms may give your sales team enough information to reach interested customers. Or give leads the opportunity to view your latest crash course on building SEO links – in exchange for the completed form fields, of course.
If you are currently thinking, “I’m not a tech wizard, how do I do this?” Don’t worry. HubSpots integration with Wistia makes it easy to add this widget to your marketing emails. Check with your CRM software to see if they offer something similar.
With this integration, you can add HubSpot forms to a Wistia video for greater engagement. When a lead is converted within the video, its view data is synced to its contact record. This can be helpful for future customer research with video marketing campaigns.
Remember to drive a video email marketing campaign for conversion. When you download ad data, you can see how to optimize video content to keep your customers excited.
8. Include videos in the subject lines of emails.
Formatting is very important in emails and starts with the Subject. As a consumer, when I see an email with emojis in the subject line, I’m immediately more interested in the email because I notice emojis and feel more inviting.
Try including “video” or an equivalent emoji in your subject line to entice subscribers to open it. You will likely want to A / B test a variety of subject lines at the beginning to see what your readers prefer.
Another important formatting tip is to embed the video in the email in a place that piques readers’ interest. Placing video at the beginning of an email is a good idea, but placing it at the end invites readers to read on to better understand the video.
Video is an incredible way to attract new and old subscribers. I just got a new one in my inbox and I will prioritize it over other emails. If creating new videos for email campaigns sounds pretty hectic, consider using the ones you already have. Maybe you can turn them into great content for your audience.