Video email marketing is the process of incorporating videos into emails. It is not a new type of email marketing but it is definitely a very handy tool when it comes to digital marketing.
Research suggests that the open rate of an email increases by 20% when the word "video" is mentioned in the subject line. The click-through rate of an email with videos is roughly around 75%. Also, videos can explain the topic in minutes which sometimes is not possible with words. Email marketing deals with readers who do not have much time to go through emails. A video for that matter can quickly explain the gist of the email in a minute.
Also, have a look at GIFs in the email for a broader perspective.
Facts and Figures
We have talked about the importance of video marketing with email marketing.
Now let's look at some important facts and figures:
- Around 9 out of every 10 online marketers use videos in their emails. Look at brands such as Swiggy, Zomato, Nike, and Adidas.
- Almost 50% of videos are opened on mobile devices. So mobile compatibility is important.
- Almost 70% of shoppers look for product demo and reviews before buying from a shop.
- More videos are being uploaded on Youtube than Television Network channels produce in a month.
- Video email marketing can generate revenue almost 30% faster compared to just email marketing.
Video Email Marketing - Tips
Yes, video email marketing is that important. Video marketing has been incorporated by a lot of brand and email marketing wizards and the reasons for that are mentioned above.
Now let's see how you can improve your video email marketing game:
Focus on video length
According to readers video length matters. Roughly 2 minutes is the stand video length. The idea is to keep your customers engaged with the videos.
Provide some value
The main purpose of including a video in an email is to provide value. It means that the video should solve some problems that the reader is facing or add knowledge for the reader.
One of the best ways of doing so is to create informational videos about a particular topic and share them with email marketing.
Mention the word "video"
Mention the word video in the subject line of the email. This way your reader knows that there is a video attached to your email and it creates a desire for them to open it.
As already mentioned, mentioning the word "video" in the subject line increases the open rate of emails.
Shoot great videos
Yes please do! The quality of your videos will determine the success of your video email marketing campaign.
Nobody likes to see a poorly made movie. Similarly, nobody wants to see a poorly made video from emails. You don't need to go overboard with your videos, but make sure you are using a decent video-making kit and camera.
Test your videos
Before sending out your videos test the impact of the videos.
You can share the video with your friends and family members and figure out how they found it.
You can also do A/B testing if you like and figure out which video copy performs better with your audience. Use their responses as feedback and improve the videos as per their taste.
So there you go. Some of the reasons to use video email marketing and how to use it.
Remember, video email marketing is a tool so use it wisely. Don't put a lot of videos in one email as it can get your readers confused. Use videos that only make sense with your email content.