eCommerce Sales with Video Email Marketing

How to Use Video in Email Marketing

To use video in your email marketing effectively, you need to follow some best practices and steps, such as:

• Select the right video content: You need to choose the type and topic of video that matches your email marketing goal, audience, and message. You also need to consider the stage of the customer journey and the level of awareness and interest of your customers. For example, if you want to attract new customers, you can use an explainer video that introduces your products or services and their benefits. If you want to nurture existing customers, you can use a how-to video that shows how to use your products or services or solve a common problem. If you want to convert potential customers, you can use a testimonial video that features real customer stories and feedback.
• Embed or link the video: You need to decide whether to embed the video directly in your email or to link the video to an external platform, such as your website, YouTube, or Vimeo. Embedding the video can make your email more appealing and convenient, but it can also increase the size and loading time of your email, and it may not be supported by some email clients or devices. Linking the video can make your email more lightweight and compatible, but it can also reduce the chances of your customers watching the video, as they need to click on the link and leave your email. You can also use a hybrid approach, by using a static or animated image or a GIF that plays a preview of the video and links to the full video.
• Optimize the subject line, preview text, and thumbnail: You need to make sure that your email stands out and entices your customers to open and watch your video. You can do this by using a catchy and relevant subject line that mentions the video and its value or benefit. You can also use a preview text that expands on the subject line and creates curiosity or urgency. You can also use a thumbnail that shows a clear and attractive image or a play button that indicates that there is a video in your email.
• Measure the results: You need to track and analyze the performance and impact of your video email marketing campaigns, by using metrics and tools that measure the effectiveness of your video content and email marketing. Some of the metrics you can use are click-through rates, open rates, conversion rates, retention rates, and revenue. Some of the tools you can use are email marketing platforms, video hosting platforms, analytics platforms, and surveys.

What Types of Video to Use

There are different types of video that you can use in your email marketing, depending on your goal, audience, and message. Here are some examples of video types and how to use them in your email marketing:

• Explainer videos: Explainer videos are short and simple videos that explain what your products or services are, how they work, and why they are valuable or unique. You can use explainer videos to introduce your products or services to new customers, to educate your customers about your products or services, or to differentiate your products or services from your competitors.
• How-to videos: How-to videos are instructional and educational videos that show how to use your products or services, how to perform a task or solve a problem, or how to achieve a goal or benefit. You can use how-to videos to provide value and guidance to your customers, to showcase your expertise and authority, or to increase your customer satisfaction and loyalty.
• Testimonial videos: Testimonial videos are authentic and persuasive videos that feature real customers talking about their experience and satisfaction with your products or services. You can use testimonial videos to build trust and credibility for your products or services, to show social proof and positive feedback, or to increase your conversions and sales.
• Demo videos: Demo videos are practical and engaging videos that demonstrate how your products or services work, what features and benefits they offer, and how they can solve your customers’ problems or needs. You can use demo videos to showcase your products or services in action, to create a visual appeal and a emotional connection, or to persuade and motivate your customers to buy your products or services.
• Other types of video: There are other types of video that you can use in your email marketing, such as product launch videos, behind-the-scenes videos, live videos, webinar videos, etc. You can use these types of video to create excitement and anticipation for your products or services, to show your brand personality and story, to interact and communicate with your customers, or to create viral and buzz-worthy content.