Want to boost your email marketing results? Add videos. Here's why:
Videos in emails can increase open rates by 19% and click-through rates by 65%
Marketers using video grow revenue 49% faster than those who don't
But getting video email right can be tricky. Here are 5 key tips to maximize engagement:
Keep videos short (30-60 seconds)
Use eye-catching thumbnails with play buttons
Place videos strategically in your email
Add personal touches to videos
Track metrics and optimize based on results
Let's break down how to implement each of these tactics to create video emails that get results.
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1. Make Short, Clear Videos
In email marketing, short videos pack a punch. Let's explore why they work and how to create them.
Why Short Works
Loom says the sweet spot for email marketing videos is 30 to 60 seconds. Why? Because people's attention spans are shrinking. In fact, 20% of viewers bail within 10 seconds of an ad starting. Yikes!
So, what's the game plan? Front-load your key info. Get your message across fast before viewers click away.
Crafting Your Mini Masterpiece
Here's how to make your short video shine:
Hook 'em quick: Grab attention in the first 5 seconds
One message, one video: Don't try to cram in too much
Show, don't just tell: Use visuals that pop
Tell them what to do: End with a clear call-to-action
Platform Playbook
Different platforms, different rules. Here's a quick cheat sheet:
Email: 30-60 seconds
Instagram: About 30 seconds
Facebook: Under 60 seconds for posts, 15 seconds max for ads
LinkedIn: 30-300 seconds
Twitter: 20-45 seconds
Why It Matters
Short videos aren't just easier to watch - they get results. HubSpot found that people start tuning out after about a minute of long-form video. Keep it snappy, and you're more likely to keep viewers interested and ready to act.
Tech Tips
Don't forget the nuts and bolts:
Use MP4 format: High quality, low file size
Resolution matters: 720p or 1080p usually does the trick for email
Add captions: Make your video accessible to everyone
2. Create Better Video Thumbnails
Want more clicks on your email videos? It's all about the thumbnail. Here's how to make yours irresistible:
Size: Go Big or Go Home
YouTube says 1280x720 pixels is the sweet spot. Why? It looks sharp on phones and computers.
Play Button: A Click Magnet
Slap a play button on your thumbnail. Wistia tested this and saw 40.83% more clicks. It's like saying, "Hey, there's a video here!"
GIFs: Your Secret Weapon
Forget static images. GIFs are where it's at. Wave.video found that GIF thumbnails with play buttons crushed it:
51.6% webinar sign-ups (GIFs)
42.51% sign-ups (video thumbnails)
40.35% sign-ups (static images)
Making a killer GIF thumbnail:
Add subtle movement
Don't let the play button hide important stuff
Show a person or animation
Use colors that pop
Get Personal
Covideo suggests a neat trick: Hold up a sign with the viewer's name. Smile and wave. It's like a mini-movie just for them.
Keep Testing
Your first try probably won't be perfect. Mix it up:
Try different colors
Add text (or don't)
Change your facial expression
Play with the layout
Watch what works and do more of that.
3. Put Videos in the Right Spot
Where you place your video in an email can make or break engagement. Let's look at some smart ways to position your videos for maximum impact.
Top, Middle, or Bottom?
Putting your video at the top makes it the star, but it might overshadow other important stuff. Campaign Monitor suggests:
This way, you get your main point across before showing the video.
Lego does this well. They talk about their product first, then guide you to the video. It's like a one-two punch that really works.
Putting the video in the middle can be great too. It gives all your content equal attention and breaks up the text. This can keep people scrolling to see what's next.
Don't forget about putting the video near the end, just above the footer. This can make subscribers read your whole email, with the video as a reward at the end.
Make That Thumbnail Pop
No matter where you put your video, the thumbnail is key. Wistia found that adding a play button to your thumbnail can boost clicks by 40.83%. It's a simple way to say, "Hey, click me!"
Want to kick it up a notch? Try using GIFs as thumbnails. Wave.video found they work even better than static images:
GIFs: 51.6% webinar sign-ups
Video thumbnails: 42.51% sign-ups
Static images: 40.35% sign-ups
Get Personal
Here's a cool trick from Covideo:
This personal touch can really boost your open and click-through rates.
Try Different Things
There's no perfect solution for everyone. Play around with different placements and see what works best. Use things like arrows or play icons to point people to your video. And always make sure your email is still good even if the video doesn't load – a mix of text and video is the way to go.
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4. Add Personal Touches to Videos
Want to boost your video email engagement? Personalization is key. It's not just about sending a video - it's about creating a connection.
Here's the deal: people are 3.5 times more likely to engage with personalized video content. That's huge! Generic content just doesn't cut it anymore.
So, how can you add that personal touch? Let's break it down:
Use their name: Start your video by addressing the viewer directly. It's simple but effective. Marketo did this with their Marketing Nation Summit invites, making everyone feel like a VIP.
Show their company: Reltio got creative by featuring the viewer's company name throughout their video - in newspaper headlines, on coffee cups, you name it. Clever, right?
Personalize the thumbnail: Remember those GIF thumbnails we talked about? Make them personal. Covideo suggests holding up a sign with the viewer's name while smiling and waving. It's like rolling out the red carpet for each viewer.
Include relevant data: SelectHealth nailed this by including specific details like membership duration and plan options based on the viewer's ZIP code. It shows you've done your homework.
Create custom scenarios: Barclays showed how their loans could help fulfill personal dreams, complete with customized elements like nameplates on houses. It's not just a video - it's a glimpse into a possible future.
The results speak for themselves. Take Cadbury's personalized video campaign. They matched candy flavors to users based on Facebook profile data. The result? A 65% click-through rate and a 33.6% conversion rate. That's the power of personalization in action.
But here's the thing: personalization shouldn't feel forced. As Dylan Echter, Brand Marketing Manager for Gartner Digital Markets, puts it:
Speak naturally, as if you're having a conversation. Ditch the script and let your personality shine through. It's about making a human connection, after all.
Want to get started with personalization? Here are some practical tips:
Do your homework: Take time to understand your audience. It'll help you tailor your message effectively.
Use AI smartly: Tools like Video Tap can help you turn long-form videos into personalized, bite-sized content for different audience segments.
Keep testing: What works for one audience might not work for another. Keep experimenting and refining your approach based on engagement data.
5. Check Your Video Results
You've made a great video email. But how do you know if it's working? Let's look at video email metrics and how to use them to make your future emails even better.
First, set clear goals. Are you trying to build your brand, get leads, or make sales? Your goals will tell you which numbers matter most.
Here are the key metrics to watch:
Open Rate: How many people opened your email. Pro tip: Put "Video" in your subject line. It can boost opens by 19%!
Click-Through Rate (CTR): How many clicked your video. Adding videos can bump up CTR by 65%.
Play Rate: The percentage who hit play. This shows if your content grabs attention.
Engagement Rate: How much of your video people watched. SproutVideo says their users see about 58% engagement.
Conversion Rate: How many took action after watching. This is the big one!
But numbers alone don't tell the whole story. Here's how to put them to work:
Use Real-Time Alerts
Covideo offers a cool feature:
If you're in sales, calling right after someone watches can really boost your chances.
Check Your Engagement Graph
Tools like Wistia show where viewers drop off or rewatch. This helps you understand what content clicks with your audience.
Test and Tweak
Try different:
Video lengths
Thumbnail images
CTA placements
Subject lines
If your play rate is low, try making your video bigger or moving it in the email.
Figure Out Your ROI
To see if your video emails are worth it, calculate your Return on Investment:
This helps you justify your video email efforts and get budget for more.
Remember, don't just collect data – learn from it. As Venture Videos says:
Conclusion
Video email marketing packs a punch. It can skyrocket your engagement and make your campaigns shine. Let's break down the five key tips we covered:
1. Keep it snappy
Aim for 30-60 second videos. Loom's data shows this hits the sweet spot.
2. Nail your thumbnails
GIFs with play buttons are your secret weapon. Wave.video's study found GIF thumbnails crushed static images (51.6% vs 40.35% webinar sign-ups).
3. Place it right
Play around with where you put your video. Campaign Monitor suggests leading with strong messaging, then dropping in your video for maximum impact.
4. Get personal
Tailor videos to each recipient. Personalized content can boost engagement by 3.5x.
5. Track and tweak
Keep an eye on those metrics. Tools like Wistia show you where viewers lose interest or rewatch, helping you fine-tune your content.
Ready to level up your video email game? Here's your action plan:
1. Set clear targets: What's your end game? Brand awareness? Lead gen? Sales?
2. Mix it up: Try different video styles. GoPro nails it by blending live video with user-generated content.
3. Mobile-friendly: Make sure your videos look great on phones and desktops.
4. Crystal-clear CTAs: Tell viewers exactly what to do next. Visit your site? Sign up? Buy now?
5. Test, learn, repeat: A/B test everything - subject lines, video length, placement. Use what you learn to make each campaign better than the last.
Put these strategies to work and watch your video email marketing soar. As Emma Email Marketing & Automation puts it:
Now go out there and create some killer video emails!
FAQs
Are videos good for email marketing?
You bet! Videos in email marketing aren't just good - they're a game-changer. Here's the scoop:
Videos boost engagement like crazy. We're talking a 19% increase in open rates and a 65% jump in click-throughs. That's a lot more eyeballs on your content.
But it gets better. People remember 95% of a message when they watch it on video, compared to only 10% when reading text. Your message sticks around longer.
And let's talk conversions. Adding videos to your email can spike click rates by 300%. That's a whole lot of potential customers taking action.
Sales teams love video emails too. They see 16% higher open rates and 26% more replies. More chances to close those deals.
Plus, videos make your brand more human. They put a face to your name, making you more relatable and trustworthy.
Andrew Angus, an industry expert, puts it this way:
But here's the thing: you can't just throw any old video in there. You need content that clicks with your audience.
To nail video in your email marketing:
Keep it short and snappy
Add "video" to your subject line (it can bump open rates by 7%)
Make sure your video actually adds value
Do it right, and you'll see the results. It's that simple.