Videos in Email Marketing: Is It a Do or a Don’t?

Email Deliverability Simplified | The Blog

Email Marketing

Using videos in email marketing isn’t new, but many businesses have avoided the practice for a variety of reasons.  With so many tools and resources available for recording and editing, it’s now much easier and far more cost effective of an endeavor for businesses of all sizes.

Wondering if including videos in your email marketing strategy is right for your company?  Well, let’s dig in and decide together!

Why Include Videos in Email Marketing

To be clear, including a video just for the sake of including a video isn’t worth it; however, creating a meaningful or pertinent video to include in your email marketing campaigns can be hugely beneficial.  How beneficial, you ask?  Consider these stats:

  • According to Forbes, 90-percent of customers say video helps them make a buying decision and 64-percent of customers say that seeing a video makes them more likely to buy.
  • Emails that include some sort of a graphic or video have a 26-percent higher open rate and a 43-percent higher click-through rate.
  • Videos in sales emails are also beneficial — in fact, sales emails with videos included are 37-percent more effective.
  • Videos in emails bring in 66-percent more qualified leads per year and increase brand awareness by approximately 54-percent per year.
  • And, according to Hubspot, 45-percent of people watch an hour of video per day….that’s a lot of possible customers!

Those are some compelling stats, for sure.  Now we should discuss whether or not it makes sense for your particular business module.  Ask yourself the following questions:

  • How can you create videos that will live both within your emails and on other channels (such as social media or even your website) to get the most bang for your buck?
  • How will you allocate time, staff and budget for videos?
  • What kind of topics can you cover that will be beneficial to your customers and target customers?  What value can your videos offer?

How to Include Videos in Email Marketing

Now that we’ve discussed the why, let’s discuss the how.  Obviously, the first step is in the planning.  Do a little research to understand when is the best time in the marketing-cycle to share videos with your audience, that will help you to decide the types of videos you’ll want to send.

While product, explainers, and demonstration videos are the most common videos produced by businesses, that doesn’t have to be the only option you consider:

  • Welcome videos
  • Product or profile set-up videos
  • Research findings, panel or interview videos
  • Promotional videos
  • Customer testimonial videos
  • Company videos (just to help them get to know your brand better)

Once you know the type, add the video emails to your email marketing strategy and track them.  You’ll be able to compare them against other emails in your strategy and get a good idea of how much they enhance your overall performance rates.

When it comes to sending, consider sending your video marketing emails on Tuesdays between 7 am – 11 am PST as, statistically speaking, you’ll see the highest number of views.  Here’s another great tip —- use the word ‘video’ in your subject line.  Doing this can increase your open rate by 19-percent and your click-through rate by 65-percent.  Not bad odds, eh?

For the actual filming and editing part, your business has tons of options available.  Many social platforms offer free video options which include voice changing options, music, and filters.  Try them out, channel your inner-YouTubers, and see which ones work best for your business:

There are also tons of video editing tools and software available for use.  Check out this list and find the one that works best with your business (there are even some free options).