What’s the buzz about email video marketing? When email marketing first emerged, it was nothing more than a way to send text-based messages to customers. However, over time email marketing has evolved to include rich media content such as images, infographics and yes – videos! In fact, according to Wyzowl, 83% of businesses who use email video marketing report that it is effective. So why is email video marketing so popular? And how can you leverage it for your business? In this blog post I will explore all of those questions and more!
Video Marketing Statistics
Before we dive into email video marketing, let’s first take a look at some statistics that show just how popular and effective video marketing is. Here are a few key stats:
- 92% of mobile video viewers share videos with others (HubSpot)
- 72% of customers would rather learn about a product or service through video (HubSpot)
- Including a video in an email can increase click-through rates by 300% (Forrester Research)
- After watching a product video, 64% of customers are more likely to buy the product online (Comscore)
For even more statistics, you can visit InVideo’s post which contains 135 video marketing statistics.
Benefits of Including Video in Email Campaigns
Now that we’ve seen just how popular video is, let’s take a look at some of the benefits of including videos in email campaigns.
Email videos can help boost open rates – If you include the word “video” in your email subject line, for example, you’re more likely to get your email opened. In fact, according to Wordstream, using the word “video” in email subject lines can boost open rates by 19%.
Email videos can help increase click-through rates – As we saw in the stat above, including a video in an email can increase click-through rates by 300%.
Email videos can help build relationships with customers – Email videos are a great way to build relationships with customers. By emailing videos to customers, you can introduce them to your team, show them behind-the-scenes footage, tease updates, product and service tutorials, highlight case studies and testimonials, event invitations and more.
How to Leverage Email Video Marketing
Let’s take a look at how you can leverage email videos for your business.
There are a number of different types of email videos you can send, but some of the most popular include:
Being Candid
In email video marketing, you can send videos that show what happens behind the scenes. This is a great way to give people a behind-the-scenes look at your business and what goes into making your products or services.
Team Introductions
Another great email video marketing strategy is to introduce team members. This is a personal way to build relationships with customers and show them the faces behind the business.
Testimonials
This is a great way to foster and build trust with people. By featuring testimonials from happy customers in your email videos, you can show potential customers that your products or services are worth investing in. Not only will this help boost sales, but it will also help increase brand awareness.
Building Buzz
In email video marketing, you can also tease updates and upcoming announcements. This is a sure way to generate (or grow) excitement and get people talking about upcoming products or services.
Tutorial Offerings
Another good email video marketing strategy is to send product and service tutorials. This is an effective way to show people how to use your products or services – and highlight their features, plus benefits. It also demonstrates that your 100% behind your offerings – While being customer oriented (focused).
Case Studies
In email video marketing, you can also highlight case studies that show how your product or service solves a problem. This is a stellar way to show people how your products or services have helped others and therefore builds trust. It also demonstrates that you’re able to help people solve their challenges (and show how).
Event invitations
Email video marketing is also a great way to send event invitations. This is a super way to generate excitement and get customers to attend your events. It also gives viewers a “taste” of what to expect (while building buzz).
Brand promotion
In email video marketing, you can also promote your brand. This is a great way to increase brand awareness and build trust with customers. This also improves visibility and recognition.
Holiday greetings
Another great email video marketing strategy is to send holiday greetings. This is a great way to show people that you’re thinking of them and build relationships. It’s a way to show how inclusive and welcoming your business is.
Event recaps
In email video marketing, you can also send event recaps. This is a great way to show customers what they missed if they didn’t attend your event and get them excited for future events. Form experience, if they missed an event, they will welcome the ability to view it afterwards.
New subscriber orientation
Another great email video marketing strategy is to send new subscribers an orientation email. This is a great way to personally introduce them to your business and get them started on the right foot.
Lead the customer journey
In email video marketing, you can also lead the customer journey. This is a great way to show customers how your products or services can help them solve their problems, while guiding them through each step the conversion process.
Best Practices for Using Email Video Marketing
Now that you know what email video marketing is and how to leverage it, let’s take a look at some best practices for using email videos.
Include the word “video” in subject lines: As we saw in the stat above, using the word “video” in email subject lines can increase open rates by 19%.
Document your plan: Before you start emailing video content to people, it’s important to have a solid plan. You need to know who your target audience is, what type of videos they would like to see and what your goals are for emailing videos.
Cater to your audience: When sending video content via email, it’s important to cater to your target audience. This means sending them the type of videos they would like to see. For example, if you’re emailing videos to business owners, they might be interested in behind-the-scenes footage, introductions to team members or case studies (which I touched on above).
Create an effective CTA: Every email (video content or not) you send should have a clear and effective call-to-action (CTA). This is especially important with email videos because you want customers to take action after watching the video. For example, your CTA could be to watch another video, sign up for your email list or visit your website for the product / service. To be clear, the CTA needs to be in your email content, and also in the video your audience will watch.
How to Measure Video Email Marketing Results
Measuring the success of your email video marketing campaign can be tricky. However, there are a number of ways you can measure the results (most of which are common to email marketing in general):
- Open rates
- Click-through rates
- Shares
- Conversion rates
- Time spent watching the video
- Number of email unsubscribes
- Bounce rates
- Spam complaints
By tracking these metrics (especially the changes you see), you’ll be able to see how successful your email video marketing campaign is and make necessary changes. For example, if you see that people are unsubscribing from your email list after watching your videos, you might want to change the topics of your videos or make them shorter.
There are a couple of different KPIs you can track to help measure the success of your email video marketing campaign:
- Revenue per client: By tracking this KPI, you can see how much revenue your email video marketing campaign is generating. If you see that your email video marketing campaign isn’t generating as much revenue as you’d like, you can make changes to improve results.
- Revenue Growth: This KPI is a measurement of how much your email video marketing campaign has increased revenue. This metric can be useful in determining whether or not your email video marketing campaign is successful. If you see that your email video marketing campaign isn’t growing revenue (or at the rate you’ve planned for), you can make changes to improve results.
Conclusion
Overall, email video marketing is a great way to boost open rates, click-through rates and conversion rates. However, it’s important to have a plan in place (with goals and objectives), remember to cater to your target niche audience. By following these best practices, you’ll be also able to measure the success of your email video marketing campaign and make necessary changes.
You can learn much more about email video marketing, by visiting our Small Business Email Marketing posts. As well as find out further about Email Video in particular.