Given that email is the primary vehicle we use to stay in contact with our audience, it’s proven to be the most effective way to get our videos in front of receptive eyes. Building an audience with email and video This used to be possible only by getting people to your website.īut now, many email marketing tools offer interactive forms and widgets within the body of the email, so don’t rule out option B if your ultimate goal is conversions. We wanted them to read another article, watch another Wistia video, and ultimately sign up for more content or our product, all while learning about video marketing. We wanted them to share a link with their friends. We wanted recipients to comment and start discussions. In the past, the goal of most of our emails was to get people to leave their inboxes and consume content on our website, for multiple reasons. Option B: Encourage the reader to consume content and take action within the email.Option A: Encourage the reader to visit our site and read, watch, or do something.We generally find ourselves discussing these two options: Start off your video email marketing campaign by asking a fundamental question: What’s the goal of your email? Setting goals for using video and emailīuilding an audience with email and video.
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When deciding how to incorporate video in email there are many factors to consider, including your goals for the email, technical limitations, and the overall user experience - just to name a few. By gathering clicks on your thumbnail, you’re able to direct readers to a landing page where there’s even more context, giving your viewers the opportunity to learn more about your product or dig deeper into your content. Our own study told us that video thumbnails increase click-through rates up to 40%.Īnd while the word “video” may imply that consuming the content in your email will be less work for the recipient, it can also help make your email more engaging overall. Some data suggests that including the word “video” in a subject line boosts open rates. Video can have a positive effect on email conversions.
Using a video will help make your email stand out and pique the viewer’s interest. In fact, millennials spend more than six hours a day in their inboxes!īut as the volume of email being sent and received increases, readers will need more motivation to open your messages and scroll through your content.
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Why video is increasingly important in emailĭespite competition from emerging tech like rich-media SMS and professional chat apps like Slack, email continues to be a popular and effective means of communication. In this guide, we’ll show you why and how you should be using video and email together to accomplish your marketing goals. Video boosts email click-through rates, adds an enticing interactive component to communication, and makes email feel like less of a chore for your audience. Like peanut butter and jelly, video and email are better together.
In fact, thanks to HTML5, it’s now possible to have a video play directly in email on a variety of devices and apps (though it’s not universal yet).
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