In the last decade, email marketing has witnessed a massive transition and is considered to be the most effective and reliable digital marketing approach to reach out and engage with potential leads. “An Adobe Consumer Email Survey Report has concluded that around 61 percent of customers wish businesses to reach and communicate with them via email marketing campaigns,” states Marrina Decisions.
Thus, there has been continual research on how marketers can improve their email marketing strategies, and many marketing experts recommend including video content in it. Adding videos to email marketing campaigns help boost customer engagement and grow your email list.
Since email stands out as the most used platform when it comes to sending promotional messages, your consumers’ inboxes are loaded with written content. Well-curated video content can do wonders while standing out amidst that pool of text. Watching a video can be more engaging than reading a long flow of texts. Video content gives better prominence to email messages, increasing the chance of your email being opened as compared to emails with textual content. Moreover, including videos along with text messages in the email copy helps the receivers to comprehend the information quickly. It not only increases your email open rate but also escalates the total number of subscribers.
But simply adding a video to your email is not enough. If you want your email to get opened and be successful in its objective, you need to implement a few strategies, and this is how you can do it:
Add the term ‘video’ in the subject line
The receivers cannot merely assume that your email has video content, and mostly, people decide if to open an email or not based on the subject line. Providing subscribers with an email subject line that highlights the presence of a video within the email is the easiest way to gain attraction towards our video content.
“The inclusion of the term ‘video’ in email subject line has potential to multiply open rates as much as 7 percent to 13 percent,” adds Marrina Decisions.
It helps your audience filter out your unique creation amongst several other emails that flow to their inbox regularly. You can also mention the title of the video in the subject line to sell your email content better.
Include HTML5 in your email
Simply embedding video directly in an email might not always work as some email service providers may not support the technicalities of “play video” within an email. Also, if the receiver has a slow internet connection or has disabled images by default, the embedded video will not appear. Rather, embed the video within the HTML code of the email, preferably HTML5. While using an HTML5, use the code:
<video width=”preferred width″ height=”preferred height″ poster=”http://martechpulse.com/uploads/winbackemail.jpg” controls=”controls”><source src=”http:// martechpulse.com/videotitle.mp4″ type=”video/mp4″ /><a href=”http:// martechpulse.com/”><img src=”http:// martechpulse.com/uploads/winbackemail.jpg” width=”=”preferred width″ height=”preferred height″ /></a> </video>This code enables marketers to set the width and height parameters of the video within the email and provide a link to the main video source.
Send videos with a thumbnail in emails
Using a still image that is linked to the video instead of embedding the actual video in the email is the best way to add video content as it removes the risk that comes with the variation in email service providers and internet speed.
You can add a thumbnail image with a play button like it appears in the actual video and hyperlink it with the URL of the webpage where the video is posted in. As your subscribers will click on the play button on the image, they will be redirected to the intended webpage and watch the video.
Digital marketing has allowed marketers to widen their scope for success towards their marketing goal and it is all about exploring. To stay ahead of your competitors, you cannot leave any opportunity untouched. Video email content is one such example and has already proved its efficiency. Are you prepared to take your email marketing to the next level by adding videos to your emails?
