7 Effective Ways To Use Video In Email Marketing

Email marketing and video are two services that can be combined and provide great results, because one is engaging and the other is cost-effective. What’s more, email marketing is the most affordable way to reach different audiences, as well as one of the easiest to measure.

There are a lot of different email marketing services—both free and paid—that can offer you the same thing: a way to use video in email marketing.

But just incorporating video into your email marketing efforts isn’t enough.

Why Video in Email Marketing?
The obvious answer would be, “Because it’s engaging,” but is this true?

According to a report published by Forrester, video in email marketing can increase the click-through rate by as much as 300 percent.

Oh, and check this one out: “Marketers who use video grow revenue 49 percent faster than non-video users.”

A video increases click-through rate for emails, helps brands grow revenue way faster. What else can it do?

Video can actually influence decision-making. A staggering 48%t of users want the video to reflect what they’re interested in. Imagine segmenting your audience and hitting it with targeted video ads that do exactly that. This is bound to bring back conversion.

The above sources show that video—either on its own or used in email marketing—is effective, provided that you know all of the fruitful ways to use it in an email and the reasons for using it.

But is your business ready for a marketing strategy that includes video marketing? Do you know how to build a video marketing strategy that will pay off? Gauge whether or not you’re ready by doing the following:

Determining your goals: Doing this will help you pinpoint the exact type of marketing content—and more specifically the type of video—you need to come up with.

Assessing your existing marketing efforts: Are your current marketing efforts up to par? Videos in email marketing might be gold, but maybe you need to obtain some silver first. Evaluate what you’re already doing to see if it’s time to add video to the mix.

Familiarizing yourself with video marketing best practices: This is something you need to do before deciding to use video in your marketing strategy.

Now, since you have an idea of how useful video can be when used in your general marketing campaigns, let’s go ahead and see how you can implement it in your email marketing campaigns.

Why You Should Use Video in Email Marketing
There are more than a couple of reasons why you should incorporate video in your email marketing strategy. Let’s look at what it can get you that a plain old email can’t:

1. Engagement

Engagement is one of the most important reasons for using video in your overall marketing strategy—and especially in your email marketing strategy. Video is one of a few things that can be beautiful, engaging, cost-effective, and sales-boosting at the same time. Humans rely on their vision more than any other sense to learn and comprehend things, and video marketing takes advantage of this.

2. Open Communication

Videos can create the impression that there’s an open dialogue between the brand and the consumer. Creating, for example, a video showcasing the use of your product or the creative process behind it can make the prospect or the customer feel like they’re part of the creative process itself. And who doesn’t love to be included?

3. SEO

Another benefit of video marketing—and another reason to use it in your email marketing campaigns—is that videos can do wonders in terms of ranking on search engine results pages.

In other words, with some proper SEO magic, your email marketing campaign and your video in this email marketing campaign could go viral—something that won’t happen as easily with a text post, no matter how clever the copy.

Ways to Use Video in Email Marketing
You already know about SMART goals and how you need to study your KPIs before deciding on your marketing efforts. But I need to make sure you understand something very important before moving on:

Not all email providers support video. If your prospect doesn’t use a supporting email provider, all they’ll see is some fallback text, aka an ugly box with some text explaining why the feature is not working.