Great content doesn’t only include strong text and attention grabbing sentence lines, but also encompasses exciting visuals and stunning imagery that can help brands stand out amongst the competition. Smartly produced videos drive messages home with memorable visuals that can quickly capture the attention of consumers who may be more visually inclined or are simply too busy or distracted to read and absorb only text content. HubSpot reported that 87% of businesses use video as a marketing tool in some capacity.
Email marketing remains one of the most powerful marketing tools to engage consumers, but the most effective emails are limited to a maximum of about 125 words, while videos allow businesses to provide large amounts of information while keeping text in emails concise. The rich media format can help businesses engage consumers, create brand loyalty, and break down complex and lengthy messages with visual storytelling and memorable images.
While some businesses feel that limiting video content to company websites and social platforms is safer and/or easier, not including video content in email correspondence is a missed opportunity to further engage with subscribers, drive home key messages, and humanize brands. According to WordStream, video improves click-through rates by a staggering 96%, making it one of the most dynamic and affordable marketing tactics businesses can utilize.
Email providers, such as Gmail and Outlook, each have their own unique settings that may limit how users can embed videos and how the consumers can view them. Therefore, it’s become a best practice to send a compelling thumbnail image that sends users to the video on the company website, ensuring that audiences can watch the video, no matter how they open their email. There is also the additional benefit of driving additional traffic to owned homepages and gaining the opportunity to capture valuable data on how the video performed and additional user activity on the site. Companies can then utilize that information to personalize future emails with targeted content, products, videos, and information.
The most compelling videos convey what’s in it for the customer when they choose a specific business or product. Whether it’s a testimonial video that provides social proof for a product or service or a brand story that emphasizes why a customer should choose to spend their money on a specific brand, the best videos should always be made with the customer experience in mind. Amazing examples of this include informational videos, tutorials on how to use recently purchased products, successful case studies, or brand mission statements and ideologies that customers can relate to. Like text content, there is a sweet spot for the amount of content that should be provided, with Wistia reporting that 59% of viewers will watch a video through the end if it’s less than one minute.
Ready to set up your company for email success? Contact Site Impact to hear how we can help you master the art of email marketing.