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Video can be an extremely effective way to get your message out there. It’s been shown that using videos in email marketing and on social media can increase click-through rates by up to 400 percent. That’s because the video is a very engaging medium that can help you quickly communicate your message.
Not only are videos more engaging than text, but they also tend to be more memorable. In fact, according to one study, people can remember 95 percent of the information in a video compared to just 10 percent of the information in the text. This is why it’s so important to include videos in your content marketing strategy.
Videos Engage and Expand your Audience
Video is an addictive medium that attract a wide variety of audience. The same video that is appealing to a 10 year old child can also be used to target his parents. It have a target audience of an employed middle aged women, a business-man or a house wife too.
An engaging video gets your audience thinking about your product or idea almost instantly and lures them in to find out more. It thus acts like a hook to reel in your audience and then it is upto the quality and uniqueness of your product to keep them hooked.
Using videos in email marketing and social media is thus a highly effective way to increase your customer base.
Why to use Videos in Email Marketing campaigns
Email marketing campaigns have been around for ages. Email may be the most-used platform for B2B and B2C marketers looking to reach a large audience with a single message. Even better? Email is still growing in popularity.
About 63 percent of Internet users open their emails daily, making email an incredibly cost-effective way for brands to get your messages across.
It’s not all good news, though. The sheer number of emails consumers receive every day has made it difficult for advertisers to stand out from the pack. While 72 percent of marketers say they plan on increasing their budget for email advertising this year, only 36 percent of marketers say their emails are highly effective, according to a study by the Direct Marketing Association.
How to use Videos in Email Marketing campaigns
One way to overcome the above stated obstacle and be an effective email, is to use video in your email marketing campaigns. According to a study by Forrester Research, including video in an email can increase the click-through rate by up to 300 percent. According to the research this is because:
Videos are more engaging than text and images alone, providing customers with a more dynamic experience that draws them in and encourages them to learn more about your product or service.
Forrester Research
Tips to make the Best Videos
Ready to start using video in your email marketing campaigns? Here are a few tips:
1. Keep it short
Nobody wants to watch a long, drawn-out video in an email. Instead, keep your videos short and to the point. Think 30 seconds or less, depending on your audience. Remember, you can always redirect viewers to a more detailed video on your website if they want more information after viewing the teaser in their email.
2. Use B-roll and animation sparingly
If you’ve ever accidentally flipped past an infomercial while channel surfing, then it’s safe to say that you’re familiar with both b-roll (stock footage) and animation styles. They’re cheesy for a good reason—they don’t work in email marketing campaigns! Instead, use them sparingly when necessary (in tutorials or FAQ videos), but avoid using them in the main body of your emails. When they open their emails, viewers are looking for engaging content, not a cheesy sales pitch.
3. Make it Personal
It’s easy to get lost in the crowd when you’re sending out bulk emails, but that doesn’t mean you should abandon your brand voice entirely. Keeping this in mind will help you create more engaging content for your customers while ensuring your videos are consistent with the rest of your email campaign.
4. Use video on Landing Pages and Thank-you pages
Suppose someone has just taken action (i.e., clicked on one of your links). In that case, they’re likely interested in learning more about what they’ve read or clicking further into your site to explore new products or services related to their current interest. That’s why it’s so practical to include a video on either a landing or thank you page. It prompts viewers to watch a video instead of leaving the site immediately, which increases your chances of converting them into a lead.
5. Test, Test, and Test again
Last but not least, it’s essential to run A/B tests on your videos to make sure they’re as engaging as possible for your customers. Sure, some styles may work better than others—a customer testimonial from someone who used your product is likely more effective than animations showing off what happens. “When XYZ happens…”—but it’s up to you to determine what works best based on the data collected from testing a variety of videos in your email campaigns!
How can you take advantage of video for your product/services without actually making a video?
If you are just starting out, it might be difficult for you to make a detailed video. It requires an investment of both time and money. You can still take advantage of video marketing without actually making a video.
- For those who do not have the time, skill, or money to make an actual video for their business, one option is to make a slideshow video. For those with existing slides as well as those who can create slides as needed, this is an easy and cost-effective way to create a video. All you need is a few hours and some basic equipment (i.e., a DSLR camera, the best text to speech software to add a voiceover to narrate your slideshow or videos and editing software).
- You can also browse the net for appropriate related videos that can also help your product or convey a message similar to your message. You can then advertise your product or message on these related videos. You can attract potential customers and redirect them to your page.
So, prepare your own video and start expanding your circle now!! But before diving in do check the advantages and disadvantages of email-marketing.
