: Boost Engagement and Conversions
Want to supercharge your email marketing? Dynamic video content is your secret weapon. Here's why:
Opens up 19% more
Clicks through 65% more
26% fewer unsubscribes
But it's not just about numbers. Video emails help you stand out and connect with your audience on a personal level.
Here's what you need to know:
Why use video? It grabs attention, boosts engagement, and makes your message stick.
How to set it up: Pick the right email provider, host your videos smartly, and use thumbnails or GIFs.
Personalization is key: Use customer data to create tailored experiences.
Measure and improve: Track open rates, click-throughs, and conversions. A/B test to find what works.
Overcome challenges: Not all email clients play nice with video. Use static images with play buttons as a workaround.
Pro tip: Most email clients can't play videos directly. Use a thumbnail with a play button that links to your video on YouTube or Vimeo.
Ready to dive in? Let's explore how to make dynamic video content work for your email marketing.
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Why Use Video in Email Marketing
Video in email marketing isn't just flashy - it's a game-changer. Here's why you should consider adding videos to your campaigns:
Higher Open and Click Rates
The numbers speak for themselves:
Videos in emails can boost click-through rates by 65%
Open rates can jump by 19%
Why? Videos grab attention fast and keep people engaged longer than text alone. In our short-attention-span world, a video thumbnail with a play button is like a magnet for the eye.
Want to boost those open rates even more? Try these in your subject lines:
"Watch Now"
"Video Inside"
A simple "🎥" emoji
These small tweaks can help your emails stand out in crowded inboxes.
Making Emails More Personal
Video lets you connect with your audience on a deeper level. Instead of just reading words, they can see and hear real people. This builds trust and authenticity.
Take Hiut Denim, for example. They use behind-the-scenes videos in their emails to give customers a peek into their brand. It's like inviting customers into their inner circle.
Nearly Natural takes a different approach. They show product demos in their emails, giving potential customers a real-life look at their artificial plants. It's visual proof that helps people make buying decisions.
But personalization goes beyond just showing faces or products. With dynamic video content, you can tailor your message to each recipient based on their:
Interests
Past behavior
Demographic info
This level of customization makes your audience feel valued and understood.
Remember: You're not just delivering info - you're creating an experience. Video invites your audience into a conversation, not just talking at them. This approach can lead to stronger brand loyalty and better results for your business.
Next up: We'll dive into how to set up video emails effectively, so you can make the most of this powerful tool.
How to Set Up Video Emails
Let's break down how to get your video email campaign up and running. It's not as tough as you might think!
Picking the Right Email Provider
Your Email Service Provider (ESP) can make or break your video email marketing. Here's what you need:
An ESP that handles video content
An easy-to-use interface
Automation features
Solid tracking and reporting tools
Mailchimp, Campaign Monitor, and Wistia are good options. They all support video content, but in different ways.
Where to Store and Add Videos
You've got a few choices for storing and adding videos to your emails:
1. Hosting Platforms
YouTube or Vimeo work great. They're reliable and most people can access them easily.
2. Content Delivery Networks (CDNs)
If you're running a bigger operation, a CDN might be your best bet. They're faster and perform better.
3. Company Servers
Got your own servers? You can host videos there for total control.
Here's the thing: most email clients won't play videos directly in the email. So, try these instead:
Use a static image with a play button that links to your video
Create a short GIF from your video as a teaser
Use HTML5 video (but know that only some email clients support this)
Want to add video to your email? Here's how:
Make an eye-catching thumbnail or GIF from your video
Upload your video to a hosting platform
Put the thumbnail or GIF in your email
Link it to your video URL
Add a clear "Watch Now" button or text
Before you hit send to everyone, test your video email. Different email clients might show your content in different ways, so check it out on various platforms first.
Making Custom Video Content
Want to supercharge your email marketing? Try personalized video content. It's not just about sending an email - it's about creating an experience that speaks directly to each viewer.
Using Your Customer Data
Your customer data is the secret sauce for effective personalization. Here's how to use it:
1. Segment Your Audience
Split your customer base into groups based on things like demographics or behavior. This lets you create content that hits home for each group.
2. Tap Into Your CRM
Your CRM is a goldmine. Use it to add details like:
What customers have bought before
How they browse your site
Past interactions with your brand
3. Get Personal
Don't just use their name. Include stuff that makes the video feel tailor-made:
How long they've been a customer
When their membership renews
Products they might like based on what they've bought before
Take SelectHealth, for example. They made personalized videos for customers moving to Medicare. These videos included how long the person had been a member, when they could enroll, and plan options in their area.
Setting Up Auto-Send Systems
Want to scale up? Automate your personalized video emails. Here's how:
1. Pick Your Tools
Choose a video platform that works with your email software. Look for one that makes customization and bulk creation easy.
2. Create Video Templates
Design templates that can handle different personalization elements. Make sure they fit your brand and are easy to tweak for different campaigns.
3. Set Up Triggers
Create automated triggers based on what customers do or what you know about them. For example:
Send a welcome video when someone signs up
Fire off a thank-you video after a purchase
Schedule anniversary videos based on when customers joined
4. Use API Integration
For a more advanced setup, use API integration to pull data from your CRM straight into your video templates.
5. Test and Tweak
Before you go all in, run some tests to make sure everything works smoothly. Keep an eye on how it's performing and make changes as needed.
Here's a real-world example of how powerful personalized video emails can be. D-ID, an AI video company, ran a Christmas email campaign in December 2023. They compared personalized and non-personalized approaches:
Group A got a video using their first name and offering 20 Studio credits.
Group B got a generic greeting with the same offer.
The result? The personalized email converted 300% better than the non-personalized one.
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Making Video Emails Work Better
You've set up your video emails. Now what? Let's look at how to measure their success and make them even better.
What Numbers to Track
Focus on these key metrics for your video emails:
Open Rate: How many people open your emails? Pro tip: Use "video" in your subject line. It can boost opens by 19%.
Click-Through Rate (CTR): How many click on your video? Loom says video emails can bump CTR by 65%.
Play Rate: How many actually watch? SproutVideo reports an average 30% play rate across industries.
Engagement Rate: How much do they watch? The average is 58%, but aim for more.
Conversion Rate: The big one. Are people taking the action you want?
Real-world example: Braze used Loom to make over 100 videos for their emails. Result? A big jump in Marketing Qualified Leads.
Testing Different Versions
A/B testing is your friend. Here's how to do it right:
One change at a time: Test subject lines, thumbnails, or CTAs separately.
Split your list: Group your audience for targeted tests.
Keep a control group: Always compare to your original version.
Try different times: When you send can be as important as what you send.
Keep improving: Use what you learn to make each campaign better.
Here's A/B testing in action:
D-ID ran a Christmas email test in December 2023:
Group A got a video with their name and 20 Studio credits.
Group B got a generic greeting with the same offer.
The personalized video? It converted 300% better.
Fixing Common Problems
Video content in emails can boost engagement, but it comes with challenges. Let's look at some common issues and how to fix them.
Email Client Compatibility
Not all email clients play nice with video. Only about 55% of recipients can watch videos directly in their email.
Solution: Use a static image with a play button that links to your video on YouTube or Vimeo. This way, everyone can see your content, no matter what email client they use.
Big File Sizes
Videos can make your emails huge, leading to slow loading and delivery problems.
Solution: Keep your video files under 10MB. If you're using a GIF teaser, make it smaller and use fewer frames.
Security Blocks
Some email programs block video links for safety reasons.
Solution: Tell people how to watch your video. You could say:
"Can't see the video? Check your email security settings or click here to watch on our website."
Low Engagement
Sometimes, even when videos get through, people don't watch them.
Solution: Try different things:
1. Subject Lines
Add "video" to your subject line. It can boost open rates by up to 19%.
2. Thumbnails
Test different thumbnail images. A good thumbnail with a play button can get more clicks.
3. Video Length
Keep it short. Wistia says videos under 2 minutes get watched the most.
Poor Video Quality
Bad videos can make your brand look bad.
Solution: Make good videos. If you're on a budget, try tools like Loom or Vidyard.
Not Mobile-Friendly
Over half of emails are opened on phones. If your video doesn't work well on mobile, that's a problem.
Solution: Make sure your videos work on phones. Use a mobile-friendly email template and test on different devices.
Delivery Problems
If you're not careful, video emails can end up in spam folders.
Solution: Follow these tips:
Use SPF, DKIM, and DMARC to prove your emails are real.
Keep your email list clean to avoid bounces.
Use a good Email Service Provider that knows how to handle videos.
Using Video Tap for Email Marketing
Video Tap is a game-changer for email marketers who want to use video content effectively. This AI tool turns long videos into short, snappy clips that work great in emails.
Here's how Video Tap can boost your email marketing:
1. Content Repurposing
Got a long video? No problem. Video Tap chops it into bite-sized pieces perfect for email. You can make teasers or highlight reels that make people want to see more.
2. Automated Subtitles
Video Tap's AI adds subtitles automatically. This means everyone can enjoy your videos, even if they're watching with the sound off. It's perfect for folks checking email in quiet places.
3. Social Media Integration
The tool creates clips that work well on social media too. This helps you keep your message consistent across email and social platforms.
4. Blog Post Generation
Video Tap can turn your videos into blog posts. This gives you extra content for your emails and helps with SEO for any linked pages.
5. Personalization Opportunities
By breaking videos into smaller parts, you can pick and choose what to send to different groups on your email list. It's like customizing your message for each reader.
When you're using Video Tap for emails, keep these tips in mind:
Make your clips short - aim for under 30 seconds.
Pick video parts that give clear value to your audience.
Try different types of videos to see what your subscribers like best.
Make sure your video thumbnails are easy to tap on mobile phones.
Video Tap makes it easy to add engaging video content to your emails. Give it a try and see how it can spice up your email marketing!
Summary
Video in emails? It's a game-changer. Here's why you should jump on this bandwagon:
1. More Clicks
People love videos. Campaign Monitor says adding them to emails can bump up click-through rates by 65%. That's a lot more eyeballs on your content.
2. Personal Touch
Tailored videos make recipients feel special. And guess what? Personalized emails get opened 26% more often. Plus, 80% of folks are more likely to buy when they get emails that speak to them directly.
3. Get the Message Across
Some things are just hard to explain in writing. Videos make it easy. They're perfect for showing off products, teaching stuff, or telling your brand's story.
4. Mobile-Friendly
Over half of all videos are watched on phones. So, video emails are perfect for reaching people on the go.
5. Bang for Your Buck
Email marketing is cheap and effective. For every dollar you spend, you get $36 back on average. Add videos, and you're golden.
6. Stick in People's Minds
People remember videos better than text. It's that simple.
Want to make your video emails rock? Here's how:
Keep it short. Aim for under 2 minutes.
Use eye-catching thumbnails with play buttons.
Don't forget clear calls-to-action.
Make sure it looks good on mobile.
Keep an eye on your stats to see what works.
Here's a pro tip: Most email programs can't play videos directly. No worries. Just use a picture with a play button that links to your video on YouTube or Vimeo.
Tools like Video Tap can help you turn long videos into short clips perfect for emails. It's AI-powered, so it's quick and easy.
FAQs
Are videos in emails effective?
You bet! Videos in emails pack a punch when it comes to engagement and conversions. Here's the scoop:
Videos can bump up your email open rates by 19% and skyrocket click-through rates by 65%. That's not all - they can also help you snag 66% more qualified leads per year.
But it's not just about the numbers. Videos add a human touch to your brand and help you connect with your audience on a more personal level.
Kayla Voigt, a freelance writer, puts it this way:
Here's the kicker: only 34% of marketers are using video in their email campaigns. That's a golden opportunity for those willing to jump on board.
Want to make your email videos shine? Here's how:
Keep 'em short and sweet (under 2 minutes)
Use eye-catching thumbnails with clear play buttons
Make sure they look good on mobile
Don't forget a strong call-to-action
One thing to keep in mind: most email clients can't play videos directly. Instead, use a static image with a play button that links to your video on YouTube or Vimeo.