How Can Videos Improve Your Email Marketing Campaigns for 2021?

Videos are a vital tool for email marketing campaigns, and if you aren’t already using them, it’s time to start. They’re simple, engaging, and incredibly profitable when combined with your sales funnel.

Adding and sending a video in an email or not to is the question. The digital world is constantly evolving, and buyer expectations are rising. As a result, an introductory plain-text email may no longer be sufficient for converting leads.

Marketers, including me, are constantly looking for new and more efficient ways to engage clients. So I decided to investigate video marketing and see if it can genuinely make a difference, particularly when it comes to emails. Here’s what I found.

Including Videos in Email Marketing Campaigns

There is no uncertainty that email marketing can produce phenomenal business results. However, contrary to popular belief, email marketing has a phenomenal return on investment. Brands typically gain a return of about $42 for every dollar spent on email campaigns. This statistic alone demonstrates the enormous popularity of email marketing.

What about video? When it comes to communicating a message, videos are the most successful medium. This is because visual information can be processed by the human brain at least 60,000 times faster than textual messages.

Because both aspects are highly effective, it should work wonders. This indicates that if marketers and brands approach to video with optimism, they can enhance the accuracy of their email efforts.

Consider the following statistics:

 Marketers indicate that using videos in marketing initiatives generates at least 66% more valuable leads, and 90% of internet marketers utilise videos.

– Simply using the word “video” in the subject line of an email is likely to raise the open rate by over 6%.

How to Attach Videos to Emails and Send

Now that you know why you should send videos in emails, let’s look at how you’ll execute it.

Every email service provider has different email attachment limits. This can make attaching a movie as a file more difficult. Luckily, there are a few ways to get around these constraints.

1. Include an HTML5 video.

HTML5 videos are one of the most effective ways to incorporate video into your email campaigns. However, this solution has drawbacks: not all of your client’s email providers will automatically show HTML movies in the email.

If you want to ensure that your recipient receives a video in your email, you can employ a few “hacks” to achieve the same result.

2. Use Links.

The easiest way to include a video in an email is to add a link. You can attach it to the email content or link to it. Anchoring is the more appealing, natural-looking, and effective option, especially when sending plain text emails.

When you send a video link, your receivers will see a video player at the bottom of the email and will be able to watch it without leaving the email win.

3. Include Short GIFs.

GIFs are an excellent substitute for videos. They’re light and brief, and they can help you enhance your CTR and attract clients and leads. Use them to highlight the essential features of your product. Avoid embedding long GIFs because, unlike movies, GIFs cannot be paused.

To delight and engage the receivers, you can generate your GIFs, convert a video, or use some stock assets (you can find dozens of them on Giphy).

4. Experiment with Cinemagraphs.

Cinemagraphs are similar to GIFs with one significant difference: in GIFs, the entire image moves, whereas with cinemagraphs, the background is immobile, and only a few pieces move.

They may be just as — if not more — interesting than GIFs when given a quirky twist. But, again, you can make your own or look for examples online.

When Should You Use Videos in Emails following your Sales Funnels?

You know you should and how to do it, but do you know when it’s OK to utilise videos in your emails? Video is multipurpose content, and as such, it may assist you in achieving a range of objectives.

Let’s look at the sales funnel to see how different sorts of videos can be used.

The sales funnel represents the path your prospects will travel before making purchases, from awareness through consideration, conversion, and finally retention.

You may use it to make informed, effective judgments regarding the types of videos to include in your emails at each point of the funnel.

The Stage of Awareness

You and your prospect are unaware of each other throughout the awareness stage. However, because your prospect has identified a pain point or a problem, you’ll want to identify yourself as an authority in the issue they’re dealing with.

You can share the following during the awareness stage:

  • Short how-to videos that demonstrate the simplicity of use of your product Short social media videos that allow you and your potential clients to meet
  • Testimonial films that demonstrate your dependability and ability to solve difficulties
  • Promotional videos that entice people to buy your product

The Stage of Consideration

At this point, your prospect is looking for a solution to their problem. Be proactive by using videos to be the first solution your lead encounters. Educate your audience on your industry, demonstrate how your product works, be helpful and show how your service will help them solve the problem.

The following videos are included in the consideration stage:

  • Brand and non-brand videos that educate prospects on industry issues and how your service addresses them
  • Educational movies that show how you can assist your prospects
  • Advertising videos to assist you in product demonstration and promotion
  • Customer and feedback videos that demonstrate your dependability

The Stage of Conversion

Your lead now has enough information about your offering, but they haven’t made a decision. So your goal is to persuade them.

Send the following to convert:

  • Webinars to educate prospects
  • Demos and demo video invitations will assist prospects in understanding all of the benefits of your business and decide to collaborate with you.
  • Extensive explainers and how-tos to persuade people of your knowledge
  • Case studies that demonstrate how your product or service has previously aided others

The Stage of Retention

You’ve finally converted a lead. Your efforts, however, do not end here. The purpose of the retention stage is to keep the converted clients for as long as feasible. In this scenario, videos are an excellent re-engagement technique.

Client retention videos:

  • Email onboarding videos will assist you in engaging new users and clients and building long-term partnerships.
  • Clients will benefit from educational courses and training videos if they use your service.
  • Customer service, support, and FAQ movies that reveal every detail about your product
  • In-office films that demonstrate your company culture and strengthen your emotional connection with your clients

Start Sending Videos Like Crazy

Videos in email campaigns are a simple, accessible, and successful approach to increase sales – don’t be afraid to experiment with them. The increased open rate, greater conversion rate, increased engagement, and education of leads and clients are only the tip of the iceberg.

Videos are adaptable, and there is no limit to what they can do for your business. So experiment, try new ways, and don’t be scared to be inventive!