How to Boost Your Sends with Video

September 18, 2019·7 min learn

Video improves open and click-through charges—making it the right addition to your advertising emails. Discover how to embed video in electronic mail, when to use it, and get finest practices for achievement.

If you printed out all of the emails despatched every year, they’d stretch to Mars and again 3 times. And that’s not even counting texts or tweets.

People get extra advertising and gross sales outreach from manufacturers than ever, and with out a distinctive angle, your probabilities of reaching them are about as distant because the pink planet.

That’s why 87% of entrepreneurs depend on video.

What is Video Email Marketing?

Video in electronic mail is without doubt one of the finest methods to increase your advertising conversions. Videos are intriguing, they usually make the most typical advertising channel on earth extra participating and efficient. It’s simple to insert and monitor movies in electronic mail, particularly with a video platform. But to get nice outcomes, you’ll want to know the fundamentals.

Benefits of Video in Email

Video offers you the absolute best probability of breaking by means of to your viewers. It makes complicated subjects easy, audiences crave it, and it builds a connection which fosters long-term loyalty. Video in electronic mail captures folks’s creativeness in a manner that textual content simply can’t—particularly in B2B, the place patrons need to see attention-grabbing issues, however all too typically, don’t.

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Video Email Marketing Statistics

That’s not all, both: Email advertising helps you construct a library of movies that you would be able to reuse again and again to obtain an identical carry throughout social media and your web site.

graphic showing what it looks like to see a video in an email then be sent to a landing page

How to Add Video in Email

Saying video “in” electronic mail is a little bit of a misnomer. It’s extra like video by means of electronic mail, as a result of one of the simplest ways to ship movies lately is by emailing a thumbnail picture that hyperlinks again to the video in your web site. There are a couple of causes for this.

It’s Tough to Keep Up with Email Providers

Email purchasers like Gmail, Outlook, and Apple Mail every have their very own quirks. Some don’t enable you to embed movies inside emails immediately, and it varies by system. For entrepreneurs who don’t care to keep in mind that folks utilizing Gmail on their previous Samsung system gained’t see the video, linking saves an incredible period of time. It additionally ensures that your viewers, regardless of how they view your electronic mail, has the chance to watch your video.

pie chart showing the market share of different email clients

Email shopper market share information through Litmus.

Linking Lets You Gather Valuable Data

When guests watch the video in your web site, you get to seize all kinds of knowledge that you simply wouldn’t have if you happen to had merely embedded it. You’ll see how a lot of the video they watched, what elements they skipped or rewatched, and whether or not they shared it. You can use that information to personalize future emails, rating the lead, or alert a gross sales rep.

How to Attach Videos to Your Emails

How to Add Video to Email with a Video Platform

Video platforms like Vidyard combine to all the highest electronic mail advertising instruments like Hubspot, Marketo, Act-On, Eloqua, and extra. Simply add your video and also you’ll have the choice to insert it while you create an electronic mail marketing campaign.

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How to Add Video to Email Yourself

If you don’t have a video platform, it takes just a little work. Take a screenshot of your video to use as a thumbnail. In a photograph enhancing software, add a triangular “Play” button to the screenshot so folks will realize it’s a video and wish to click on on it.

Upload your video to a video internet hosting web site and save the general public URL. Create a brand new electronic mail in your electronic mail software program. Add the video thumbnail and hyperlink it to your video’s URL. Make certain the thumbnail file identify says what’s within the video, simply in case the thumbnail doesn’t load.

What Kinds of Emails Can You Put Videos In?

There’s plenty of methods to begin utilizing video in electronic mail advertising, past commonplace marketing campaign emails: Triggered emails, nurture emails, newsletters, and in your workforce’s electronic mail signatures. You can use movies to present information roundups, promote occasions, present occasion follow-up, clarify merchandise, announce a brand new launch, or provide a tutorial. Videos belong in any electronic mail the place you need to improve opens and conversions.

For instance:

  • Email blasts
  • Targeted emails
  • Event invitations
  • Event follow-ups
  • Customer communications
  • Triggered emails
  • Nurture emails
  • Email signatures
  • Newsletters

The extra personalised your movies, the higher. In one examine, personalised movies in electronic mail earned 16x increased click-to-opens and four.5x increased click-throughs. If you’ve obtained a video advertising platform, you may personalize movies mechanically—inserting every recipient’s firm identify or brand inside the video itself.

10 Video in Email Best Practices

1. Use the Word ‘Video’ within the Subject Line

Adding the phrase “Video” to your topic line can improve opens 19%. Put it in brackets at the start or finish of the topic line to make it additional clear. For instance:

[Video] How to grasp the product expertise


How to grasp the product expertise [Video]


How to grasp the product expertise

2. Place Your Video Below the Email Copy

Write a couple of phrases to introduce your video, if for no different motive than that an electronic mail with out textual content will seem like spam. The copy ought to convey your message by itself, simply in case the video doesn’t present up on their system. (This can occur if their electronic mail shopper is about to not mechanically obtain photographs.)

three. Enable Autoplay, But Turn the Sound Off

Autoplay can hassle customers who don’t realize it’s coming, however electronic mail advertising is the large exception. When viewers click on your thumbnail within the electronic mail, they’ll anticipate the video to play immediately. If they’ve to click on once more as soon as it masses in your web site, they’ll get pissed off. But do preserve the hold forth by default. Nobody desires to get blasted with noise in a quiet workplace.

Pro Tip: To set a Vidyard-hosted video to autoplay, merely add “?autoplay=2” to the tip of the URL, like this:

four. Include Video Captions

Most movies lately are watched with the hold forth, particularly by folks at work who don’t have headphones in and don’t need to disrupt these round them. Make certain your video has captions in order that even viewers watching on silent get the message.

5. Use an Animated Thumbnail

Animated thumbnails entice much more clicks than photographs, and with a video platform, they’re simple to insert. Not each electronic mail shopper helps them—Outlook 2007, 2010, 2014, and Windows 7 telephones solely present the primary body—however the overwhelming majority do.

In 2018, over half (57%) of electronic mail entrepreneurs that despatched movies stated they often used GIF thumbnails, in accordance to Litmus. You could hear folks discuss cinemagraphs too, that are a slight variant on a GIF the place only one a part of the picture performs in an infinite loop. For the needs of electronic mail advertising, you may deal with them as the identical factor.

See the distinction between an anchor hyperlink to a video, a picture thumbnail, a GIF thumbnail, and a cinemagraph thumbnail beneath.

6. Reduce Your Thumbnail File Size

Large recordsdata from unknown senders can set off spam filters. While there’s no particular pixel measurement to shoot for, Litmus discovered that well-optimized emails usually don’t include greater than 2.7MB of photographs. If your thumbnail is bigger than that, regulate the dimensions or compress it with a free software like TinyPNG. (If you’ve got a video platform, it’ll do that mechanically.)

7. Film Your Video to Fit the Medium

Before you movie your video, know the place and the way it’s going to be considered. For occasion, if you happen to’re in B2B, know that 87% of movies in enterprise are considered on a desktop pc the place screens are massive and a low-resolution video will look grainy. If you’re in B2C, it’s extra seemingly viewers are watching on a smartphone the place it might be arduous to learn textual content on the display.

When filming your video, contemplate:

  • Device and display measurement
  • Viewing time of day
  • Viewing location and context

Read The Complete Guide to Video Production

eight. Get the Sales Team Using Video

Now that entrepreneurs personal all the funnel, it’s time for us to assist our buddies in gross sales. Personalized gross sales movies can improve salespeople’s join charges by 400%.

9. Embed Videos in Your Team’s Email Signatures

Make each electronic mail your organization sends a advertising electronic mail by including a video to worker electronic mail signatures.

“We all spend a LOT of time in our email,” says Justin Keller, VP of Marketing at Sigstr. “Most of the space in those emails is under-utilized real estate. If you combine the personalization potential of one-to-one email with something like a bright banner ad or video, you’ve got the potential for serious engagement.”

screenshot showing video in an email signature

10. A/B Test and Measure Your Results

Video in electronic mail is a finest follow, however conditions and audiences fluctuate. Use A/B assessments to see what converts higher: Video or no video, static thumbnail or animated thumbnail, extra textual content or much less textual content, and so forth. Record your ends in a check log so your teammates can construct upon your data.

Video in Email Marketing Examples

The screenshots beneath are precise examples of video in emails from manufacturers. Click on every picture thumbnail to see the full-sized electronic mail.

The following are a couple of examples of movies featured in electronic mail advertising—all instances the place groups elevated their opens, clicks, checklist development, and income with video in electronic mail.

Marketo Increased Click-Throughs 144% with Personalized Videos in Email

Marketo makes use of video in electronic mail to information patrons alongside their journey. If somebody watches a part of a video on their web site however doesn’t end, Marketo mechanically emails that video to them. Personalizing these movies elevated click-throughs 144%.

PortoBay Hotels Drives 22,000 Email Opt-Ins

When GDPR went into impact, the advertising workforce at PortoBay Hotels and Resorts wanted a manner to politely ask subscribers to decide in to additional communication. They used personalised video to differentiate themselves and drive 28% increased opens, 11% extra clicks, and 22,000 opt-ins.

Igloo Software Boosted Email CTR 189%

The digital office supplier Igloo Software wished to broadcast its workforce tradition and persona to the world with out a world presence. They used Vidyard to create 200 movies in 90 days and despatched them in electronic mail, which past enhancing their model picture, almost doubled their electronic mail click-throughs.

Amnesty International Earned an 83% Click-Through Rate

The workforce at Amnesty International used video in electronic mail to interact donors and elicit an emotional response—one thing that’s tough when donors are unfold the world over. The workforce added personalised touches to the movies and 75% of donors watched the entire manner by means of.

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Chris Gillespie

Chris Gillespie

Chris Gillespie is the author and founder behind Find A Way Media which helps nice companies create killer advertising content material. Based in Brooklyn, Chris spent years promoting SaaS know-how options and now helps these firms craft their content material advertising methods.

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