In our blog articles we always try to give you tips on how to use and best practices so that your campaign results are always the best, achieving maximum optimization of the investment that you, as a company, are making in this technique.
So, today we want to discuss Video Email Marketing with you , and why it is such an enriching element in our email sendings.
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Reasons to include videos in your Email Marketing
To increase conversions
To improve engagement with your audience
To achieve greater reach
To improve metrics
Reasons to include videos in your Email Marketing
Not long ago, including videos in mass mailing campaigns could be quite a problem, given the complexity of their implementation. Servers generated a multitude of problems, and not all users had access to them, so rather than being presented as an extra (positive) addition to our mailings, it was an incentive for the bounce rate and made it difficult for users to correctly read the content of the email.
In a way, we could say that the expenditure invested in this activity was wasted.
However, today (and thanks to the speed of change in the digital world and integration innovations) all this has changed. Nowadays, all systems and devices are prepared to receive video, since it is an element that works correctly for all audiences, and is one of the most in demand.
The 3 big reasons why you should include video in your email messages
That said, we believe that it is necessary that -with regard to future Email Marketing strategies that you plan for your company- you begin to include (if you do not do so already) the insertion of videos in the body of the message.
And all this with the following purposes:
To increase conversions
It has been proven that video is one of the most suitable means of communication and that it causes the most revolution among the public. It can be shared, commented on, sent to other users through different devices, etc.
For example, do you remember when, at the end of the year, Ruavieja launched its spot for “ We have to see each other more ”? Do you think that, if it had not been a video, it would have been so well received and its distribution would have been so high as to reach the virality that it actually achieved?
To improve engagement with your audience
There is no doubt that video has a much greater impact on users than text content. It is a much more emotional and personal element. For example, going back to the previous founder email lists case of Ruavieja, if the content of that video had been expressed in text, the impact on the public would possibly have been much less, since elements as simple (but so necessary) as the voiceover, the background music or the pauses are the elements that can give the video the greatest emotionality. And these disappear in the text or in the images, somehow losing the emotionality and the feeling of empathy that the video provides.
To achieve greater reach
By allowing the video to be shared and forwarded much more easily, it will increase the reach of your message and, logically, also the awareness of your brand among an audience that, until then, might not have known you.
Surely, the same can be applied to Ruavieja, since many of the users who - as a result of this video - now know about the drink, previously (perhaps due to their lack of interest in the world of liquors, or for any other reason) did not know about it.
To improve metrics
It is clear, of course, that to make a video, you need more than just a text script. You need to come up with the most powerful creative idea and make it real. However, once you have done that, it is -in a way- a piece of cake, since the hardest part is already done. When you embed the video in the body of your mass mailing message, it is more than possible that you will automatically get a higher click rate, a higher opening rate, a higher interaction and forwarding rate, more attention from the reader, etc. And, surely, a higher return on investment.
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However, before finishing this article, I would also like to take the opportunity to give you 4 tips that are necessary when creating the video that will effectively lead you to achieve the improvements described above.
Pay attention:
Keep it short : Your video should not last more than a minute. And even if it is too long, it is much more advisable to divide it into 20-30 second chunks and distribute them at different times, rather than releasing a single video that is too long.
Pay attention to the beginning : the first 5 seconds of a video are crucial when it comes to the user deciding whether to continue (or not) watching the content you want to show. Therefore, look for an attention-grabbing beginning, whether through music, voiceover, images, etc.
Embed the video with the content you promise : If a user clicks on a video in your email and it talks about something that has nothing to do with the title of the video, they will lose trust in you. Therefore, be consistent with the video you embed in your message, and the textual content of it.
And with all that, we can now conclude our article on Video Email Marketing. And remember: people memorize 10% of the content they hear, 20% of what they read, and 80% of what they see.
