Besides adding well-curated text and relevant images in your email. It’s also crucial to get meticulously prepared Video content for the target email marketing reach. It increases the performance of email marketing campaigns in various ways, such as improved open rates, click-through rates, conversions, and more. But it needs thorough planning, from the selection of topics that would connect with the target audience’s problems and also provide solutions while creating and maintaining interest. It is also vital to choose the right format, duration, cover image of the videos, along with the resolution and size, that will be perfectly proportionate to the email message.
Still, confused? Here is a list of seven best practices to maximize the impact of adding video in email:
Keep it crisp and smart
In this busy world, nobody has time to watch a long marketing video. So if you don’t want it to get ignored, refrain from adding a long and tedious video to the email.
Add an action-grabbing play button and a topic-related image that can entice the audience to play the video. Make sure the text in the email copy is concise, relevant and direct. These will improve the click-through rates of emails with videos.
Add quality videos
Creating professional-looking and attention-grabbing videos are essential to prove your brand quality. Use a high-quality camera along with other equipment and professional experts to shoot the content. There are various video recording apps available for creating and editing advanced-level videos.
Keep files small
Emails comprising large videos with HTML5 code, and plenty of images, take longer than usual to load. This can hamper the open email rates of the email. It is best to link the video with a small thumbnail of the video image or a small GIF image not exceeding 125kb.
Create a video series
Since adding a single long video can prolong the email loading, it will fail to capture the short-attention-span of the audience. If you need to share a long video, it is best to break it down into multiple small-sized videos to capture the attention of your audience for longer without losing their interest. Moreover, smaller videos will keep your audience anticipating the next video episode, that will keep them engaged too.
Don’t forget to test your video
Always make sure that you have thoroughly tested the performance and quality of the video on different channels before sending them to the audience. Take feedback from professionals in your organization or people in your peer group about the video and optimize the content accordingly.
Share videos for more significant impacts
Before you add your videos in emails, marketers should host their videos on major video hosting channels such as to add more visibility of the video and sharing opportunities. These video hosting channels help increase traffic, lead generation, and overall brand appearance.
Make thumbnail images engaging
The thumbnail image for the video is the preface that creates a first and lasting impression of the video. It is vital to select and create a thumbnail that will grab the attention of the audience quickly. You need to scan through the video to find the best moment or frame that will capture attention and give an adequate idea about the video.
