How to use videos in email marketing

Interactive elements like videos are always more eye-catching than static images or plain text. Moreover, videos have already shown their value to marketers by delivering strong ROI and promoting growth; as a result, they are now an integral part of the most marketing channels.

While adding videos to emails can be tricky, there are now several easy and effective ways to do it.

Benefits of videos in email marketing

Including videos in your email marketing can boost conversion rates and enhance user engagement significantly. Here are some benefits of adding videos to your email campaigns:

1. Increased engagement: Videos can capture attention more effectively than static content, resulting in higher open and click-through rates.
2. Improved conversion rates: By providing a visual and dynamic presentation of your product or service, videos can persuade viewers to take action, leading to improved sales and conversions.
3. Better messaging: Viewers are more likely to remember information presented in video format, which reinforces brand messages and product details.
4. Better storytelling: Videos allow for a more compelling storytelling experience, enabling brands to connect emotionally with their audience.

Using videos in email marketing combines visual appeal with concise messaging, making it a powerful tool for enhancing the effectiveness of your campaigns.

Ways to add videos to emails

Unlike images or GIFs, videos can’t be directly embedded into emails. However, there are several alternative ways to do it. Let’s go through them one by one.

Using your ESP’s video embed feature

The first and easiest way to do this is via the “video embed” feature that most email marketing tools have.

If you are using EmailOctopus as your email marketing tool, then simply go to the email builder page and on the left side you’ll see the video embed tool icon. Just drag that into your email design.

Once done, you’ll have to enter the video URL which can be hosted on a platform of your choice like YouTube, Vimeo, etc.

Using an image with a hyperlink

While the option above is the most effective, some ESPs might not support it. In that case, you’ll need to follow a few extra steps.

Start by creating a thumbnail and adding a play icon on top, so it’s clear to your subscribers that it’s a video. Tools like Canva make this quick and easy.

Once that’s ready, insert the thumbnail into your email as an image and add a hyperlink to the video. This makes it look clickable, and when subscribers click on it, they’ll be taken straight to the video.

Use cases for video content in email marketing

Product demonstrations

Using video demos to show how a product works is a simple and engaging way to highlight its features and benefits. This method helps customers understand the product better, making it easier for them to see how it fits into their lives and encouraging them to buy it.

Tutorials and how-to guides

Providing educational content through video tutorials and how-to guides helps customers solve problems or learn new skills. This positions your brand as an industry expert, deepening customer engagement and fostering loyalty by offering valuable knowledge.

Cross-promote content

Apart from product demos and tutorials, video embedding can be used to smoothly cross-promote your video content, such as your TikTok and YouTube videos.

Best practices for using video in email marketing

• Optimise for mobile: With the majority of email opens occurring on mobile devices, make sure your video content is optimised for mobile viewing. This includes ensuring fast loading times and mobile-friendly video players.
• Keep it concise: Attention spans are limited. Keep your videos short and to the point, focusing on conveying your key message within the first few seconds.
• Test and analyse: Experiment with different types of videos and placements within your emails. Use analytics to track open rates, click-through rates, and conversions to understand what your audience responds to best.
• Add subtitles: Many users view content with the sound off, especially on mobile devices. Including subtitles can ensure your message is conveyed even without audio.

Conclusion

Adding videos to your email marketing can greatly increase engagement and conversion rates.

Use these simple tips and best practices to make the most of video content in your emails, creating a stronger connection with your audience. Start including videos in your marketing emails today and see your campaign results improve.