Video is one of the most powerful marketing tools right now, allowing your brand to create a distinct personality to connect with your target audience on an emotional level and in a manner that suits their fast-paced lifestyle.
The incorporation of video in email marketing has increased in popularity over the past few years, as emails containing video prove to have higher click-through (CTR) and engagement rates. Using video in email marketing is a terrific way to promote your brand, improve conversions and educate your audience.
Increase Your CTR Through Video Email Marketing
According to estimates, over 100 million online users consider watching videos a part of their everyday routines. Interestingly, 75% of executives watch videos related to their work from business websites at least once every week. What’s more, 9 out 10 online shoppers find videos helpful when they are trying to make a purchasing decision.
If you are planning to use videos to drive up your click-through rates, conversions, and leads, then it is a must that you take a strategic approach when it comes to setting up your video email marketing campaign, which is why we have laid out some useful tips below to help you get started.
4 Ways To Achieve Success In Video Email Marketing
1. Personalise your content to increase relevancy
It is crucial to ensure that all the subject lines and content of every single one of your email messages conveys useful and valuable information that is relevant to your business, allowing your emails to pass through spam filters.
Try personalising your email by using content and video that instantly connects with the viewers the moment they open your message. For instance, you can mention the industry or service sector they belong to, or a brand that will trigger a positive reaction. By personalising your email messages and videos, you can have a bigger impact to your target market, increase relevance, and ultimately improve click-through rates.
2. Identify and satisfy the needs of your audience.
It’s safe to say that almost all of us receive countless emails every single day, and we are all guilty of tossing emails to the trash folder without even bothering to read them, primarily because the subject line doesn’t catch our attention or isn’t relevant to what we’re looking for at that time. It is important to make your email stand out from the pack by making your subject lines clear and concise, yet evoking emotions that will make viewers interested to read more.
If you’re successful at triggering an emotional response and enticing recipients to open your email, you now have to ensure that you follow through with high quality content and video that will identify their needs and give them the solutions they’re search for.
The tone you use for the email text and video content plays a crucial role in determining how successful your campaign is; by pitching correctly, you can significantly increase click-through rates. Make clear and precise sentences, and keep in mind that your objective is to make the recipients view the video, so encourage them to watch it by giving hints or using effective calls-to-action. Try to use simple yet professional language, don’t confuse readers with technical terms, and keep the tone friendly. Short paragraphs, subheadings and bullet points also make your emails read easier, which helps increase engagement rates.
3. Add Images
Make the body text of your email more interesting by adding images and also create an enticing video thumbnail image to make the video more appealing to viewers. You can also incentivise this image, which makes it even more compelling for people to click and watch your video.
4. Call To Action (CTA) buttons improve CTR
The recipients of your email must readily understand what they need to do in order to receive the information they’re looking for. Using clear CTAs will point users to the right direction with a simple click of a button. Common examples include: “View Video”, “Visit Our Website”, “Buy Now”, “Download Mobile App”. All these buttons are useful in increasing your click-through rates.
The content of your video, be it an explainer video or other types, must be tailored to the needs of your target audience. You can use a video showing your CEO talking about the latest product or employees sharing why they love working for your company.