Email marketing is not the sure-fire way to consumers’ minds that it used to be. In fact, there are some ‘experts’ who feel that email marketing may be dead altogether.
And while it is true to an extent that this particular form of marketing has dwindled in popularity and impact in recent times, especially given the incredible - and continuous - influence of social media on the Average Joe, it still has its place in getting your product in front of potential users.
However, there is also a need to keep changing with the times and to make it as appealing as possible. That’s where the use of video comes in.
Everyone loves video. In fact, almost 5-billion (yes, billion!) videos are watched on YouTube every single day. 300 hours of video are uploaded onto YouTube every minute, and more than 80% of 18- to 49-year-olds watch the channel every month.
Those are staggering numbers, and a clear indication of where your focus should be. In fact, according to Martech Advisor, “adding videos to your email content can boost click rates up to 300%, while interactive email content increases the rate of click-to-open by 73%.”
However, as with anything there is a right and a wrong way to do email marketing with videos.
For one, don’t give users an extra click to contend with. Rather than forcing them to click away from the newsletter to an external site to view the video, improve the user experience by embedding the video in your email for easy viewing.
Also, make sure you have a ‘play’ icon on the video thumbnail to show that it is indeed a video rather than a static image. And be creative … don’t use some random stock photo or freeze frame from the video, but rather a striking image that entices people to want to investigate further.
Context is also important. Introduce the concept of the video to users with a short, creative blurb explaining what it’s about, and why they can’t go without watching it.
Follow these easy steps and see how a simple makeover to your email marketing campaign can deliver great results.