‘’People do not buy goods and services. They buy relations, stories, and magic.’’
– Seth Godin
And what better way to tell stories than through videos?
A well-thought-out video featuring stunning imagery can instantly transport your email subscribers into a storybook. They make your content more engaging and immersive.
Videos also allow you to build trust.
For instance, adding a video thumbnail with a friendly face to an email will make it more trustworthy.
Videos enable you to build relationships, convey the stories and create the magic your consumers want. And for this very reason, video email marketing has become critical to any content marketing strategy.
So, to help you step up your email marketing game, we’ve shared below our top five tips on how to use video email marketing to boost your open rates and sales.
And because we’re committed to helping you thrive, we’ve also added some best practices to optimise your video emails better.
What is Video Email Marketing?
Video email marketing refers to the process of adding video content to your emails.
It’s an increasingly popular form of marketing as it can significantly boost your email marketing campaigns’ ROI.
In fact, adding a video to an email can increase your click-through rates by up to a whopping 300%!
Let’s crunch some more numbers:
- Incorporating videos into your emails can reduce your opt-outs by 75%.
- Video marketing can grow your revenue 50% faster than text-only or image marketing.
- The click-through rate on the first email of a marketing campaign can increase by 96% if the email contains a video.
- 80% of consumers will remember a video they have watched over the last month.
- 64% of people are more likely to buy after watching a video.
There are no two ways about it. Combining the power of videos and emails can prove an effective marketing strategy for your business. So, if you haven’t done it yet, time to jump on the bandwagon!
Why is Video so Effective in Email Marketing?
In a world where information overload is becoming a real issue, videos provide viewers with snackable and more digestible pieces of content.
In fact, over 68% of consumers say that they prefer video over text when learning about a new product or service. That’s because, as humans, we’re a highly visual species, and our brain processes visuals 60,000 times faster than text.
What’s more, companies can craft and share stories in a much more engaging way with a video. And this allows consumers to enjoy a more immersive experience when learning about a brand.
Striking visuals, powerful soundtracks, and compelling stories all come together to deliver a unique and entertaining experience.
For instance, close your eyes and imagine watching a few friends having a bottle of Champagne on a yacht moored off the Amalfi Coast. The sun is shining. You can hear the cork popping, the bubbles fizzing, and the friends laughing as they sip their drinks. Now, imagine reading a 1000-word article about this same Champagne.
Which of these two experiences would you remember more? And which one would convince you to buy this Champagne?
We have a feeling we know the answer 😉
Videos allow you to create an emotional bond between your brand and your audience. And emotions are what will help to sell your products or services without sounding pushy.
How to Use Video in Email Marketing
To get you started, here are a few ways that you can use videos in your emails to boost your traffic and sales.
Use a Video in Your Welcome Emails
Sending welcome emails to new subscribers and customers is a fantastic way to introduce yourself and engage with your audience.
In fact, users who receive a welcome email engage 33% more with a brand than users who don’t receive a welcome email.
Adding a video to your welcome emails will amplify these results. That’s right, a video puts a face on your business, making your brand more personable. And it also shows you genuinely want to connect with them.
What’s more, video content will help you cut through the noise and stay one step ahead of your competition.
Incorporate Videos into Your Email Newsletters
Incorporating engaging videos into your emails can spice up your newsletters and leave your audience wanting more!
So, if you create a lot of video content, newsletters are the perfect occasion to reach your customers through a different channel. A video will help grab their attention and move them into action.
You can even create specific newsletters linking embeds to your latest video content to round up your best videos. The idea is to get your target audience addicted to your content with regular snippets of what your brand is all about.
However, video newsletters don’t necessarily have to be your videos. For instance, you could include some popular videos in your industry highlighting the latest trends, exciting news, or upcoming events.
Personalise Your Emails with Videos
Here are two important facts for you:
- A personalised email subject line can increase your open rate by 50%.
- 70% of millennials feel frustrated when a business sends irrelevant emails.
More than ever, consumers are craving personalisation and authenticity. They want to know that brands are committed to cater to their specific needs with highly tailored products and services, saving them time and effort.
So, whether via email or other marketing channels, you should always try to personalise your customers’ experience.
For instance, using simple tactics such as adding their name to a welcome video can help build trust and create an emotional connection.
Leverage Customer Testimonial Videos to Increase Your Leads
So, when a new person subscribes to your newsletter or blog, use customer testimonial videos instead of pushy sales pitches.
It’ll help sway them into browsing your offer and move them into action.
Create a Video to Promote Your Next Event with Email Marketing
An event highlight video is similar to a movie teaser. It’s a short video (1 or 2 minutes long) that outlines the key features of your next event. It’s designed to tease your audience and give them a glimpse of what to expect. A high-quality event highlight video will convince them to attend.
Sure, you could always use the old-fashioned text-based email announcing your event and featuring a small header or image. However, we know consumers love videos and want to be entertained.
As a result, high-quality videos showcasing the best of your upcoming event will resonate much better with your target market.
Best Practices in Video Email Marketing
Here are a few tips on how to optimise your video emails to maximise your results:
Use an Engaging Clickable Thumbnail to Email Your Video
Not all applications support playing videos within emails. That’s why as a best practice, you should embed a link to your video on your thumbnail image. The viewers will then be redirected to your website, landing page, or any other pages hosting your video.
Also, you should carefully choose your thumbnail image. A high-converting image will immediately grab your target’s attention and entice consumers to click your video. So, for the best results, use high-quality, relevant thumbnail images that provoke emotions.
Include the Keyword “Video” in the Email Subject Line
Adding the word “video” to your email subject line can increase your open rate by up to 13%. That’s a simple tactic that can quickly pay off 😉
Release a ‘’How-to’’ series to create addictive content
How-to series are popular because they’re both entertaining and educational. These videos revolve around a theme or intriguing storyline and can allow you to turn your viewers into binge-watchers.
By creating a captivating series, you’ll be able to hook your subscribers who will be waiting for your next video eagerly.
So, invest some time and effort in creating helpful “how-tos” and watch your subscribers become loyal fans!
Add a clear call to action
Yes, a high-quality video will increase your conversion rate. But only if you add a clear and optimised call to action to your email. After all, your potential customers need clear direction on what they need to do next.
As good practice, use a maximum of five words for your CTAs. You should also use action words that elicit emotions or create a sense of urgency. Examples include “find your dream home” or “get 20% off. Today only”.
If there is one thing you should remember from this post is that video email marketing is the way forward.
But creating videos is no longer enough. After all, most of your competitors have probably embraced the use of video marketing in their emails too.
Creating compelling, high-quality videos with a powerful narrative and developing an addictive video content strategy is what will give you an edge. And this requires specific expertise, in-depth knowledge of video marketing, and a particular skillset.
So, the best way to ensure you create content that resonates with your customers is to partner up with professionals.
Sure, it can seem like an investment, but it’ll help you create unique content for your audience. And this, in turn, will increase your bottom line in the long run.
Partnering with an Experienced Video Production Company
At Dreamcube Production, we’re committed to leveraging our talented team of videographers to help you reach your sales and marketing goals. Our mission is to turn your brand into a staple. We leverage cutting-edge technology and equipment and years of experience to produce and deliver high-converting videos.
So, if you want to increase your sales, don’t hesitate to get in touch to discuss your upcoming video projects.