Videos are in demand these days. They’re a powerful visual tool and everyone wants to know how best to use them. Videos are engaging and entertaining and if you use them correctly their persuasive power can be harnessed for email marketing campaigns. Attaching a video to your email can lead to open rate increases of 20% and click-through rate (CTR) increases of up to 65%. This is why we need to include video in our email campaigns. In this article I will provide tips and tactics for using video in your emails to drive optimum results.
76% of digital marketers want to increase their use of YouTube and video marketing. Why? Because videos have an undeniable impact on email key performance indicators (KPIs) including:
- Increase in click-through rates (CTR) by 65%.
- Reduce unsubscribes by 26%.
- Increase open rates by 19%.
Here are some useful tactics for how to effectively include videos in your email marketing campaigns.
Use static images with a play button
You can easily add a play button on top of a static image which links to video content hosted on sites like YouTube or Vimeo. You just need to link the image to the hosted version of your video where people can watch it.
Here’s an example from Monica Vinader:
Additional tip: If you want the video to play as soon as your subscriber clicks on the play button, just add a ?play to the end of the video URL. This tag sets the video to autoplay when someone clicks on it, which eliminates the need for users to have to click again on the hosted version.
Another workaround is to use the animated GIF. This can give the illusion of a video in an email.
In the example below, Monica Vinader uses two GIFs in her recent email campaign promoting her signature bangle:
Just remember that GIFs don’t work everywhere. In Outlook 2007, 2010, 2013 and Windows Phone 7 email clients, only the first frame of your animated GIF will be shown. This is why you should have all the key information in the first frame, so your email will look great and you can be sure that your message will come across to your subscribers.
Animated play button
Another example is a combination the two techniques I’ve mentioned above. This is where you link a static image and use an animated GIF.
In the example below Harley-Davidson makes use of an animated GIF on their play button as their CTA to compel their subscribers to click and play their video:
Embedding a video in your email
If you’re tech savvy and comfortable with HTML, then you may consider embedding a video into your emails. Before you do this in all of your email campaigns however, remember that your video won’t actually play in the email as this is not supported.
If you are going to embed a video use HTML 5 format as it is far more robust and offers more options. The support for HTML 5 video is still limited, but over 60% of email servers will support it. Email servers like Apple Mail and Outlook can play your videos directly. Other servers, like Gmail, will display a fallback image.
If most of your subscribers use Apple Mail or Outlook, then it’s definitely worth considering this option.
Using videos in your email marketing is a good way to engage and entertain your subscribers. It’s no wonder this has become one of the top marketing trends this year. 64% of users are more likely to buy a product online after watching a video, so you really can’t argue with the effectiveness of video. Go on, harness the power of video for your email marketing campaigns today!