Since email is one of the main tools that many companies use as a means of attracting new customers, it is vital that they stand out in the crowded inbox of users.
It is quite possible that, yes, your email will be opened, but a quick look and it will be deleted.
So what can you add to your email to entice your reader to keep it open for more than 10 seconds and really engage with your brand?
… Add a video.
In a GetResponse study of nearly 1 billion emails, those with video had a 96% higher click-through rate than those without.
Think about it for a moment. When scrolling through your social media, you are more than likely to stop at the cute kittens’ video posts and take a minute to watch them. So why not stop and watch a relevant and engaging video in your email?
People watch videos. And they love it.
Videos can serve as a substitute for a real person, making it the perfect way to interact with your reader on a more personal level and is much more entertaining than text. Video is engaging and an easy way to digest information. Oh, and it will definitely stand out in the inbox!
However, there is an obstacle that may prevent some of your recipients from opening the video; due to technical compatibility on certain devices.
But don’t worry, I didn’t just give you a full introduction to how great video is in emails, and then I said, “hey, most people can’t watch it anyway.” There is a way to avoid it. (Look at my first point).
So how can you embed video into your email and make its magic work for your brand?
Let’s see …
Have a GIF with a play button. Instead of a video, include an animated GIF image with a play button. When your reader clicks the play button, they will be redirected to a landing page for your business.
Another great advantage of this method is that you just direct them to your page, where they will have the opportunity to review it and see what it has to offer.
A great way to make your video look is to add a naked YouTube link below your video.
Not only does this legitimize your video, there are still people who still prefer to copy / paste the link in their web browser rather than directly clicking on the link.
Then don’t forget your call to action. The old and faithful call to action comes to the rescue once again. For example, “watch this video NOW” or “click here to watch the video”.
Additionally, you can include a call to action during or at the end of the video to suggest a clear next step. This could be in the form of a screen at the end of your video that guides you to the next step.
Also, try adding a button so they can share the video on social media channels.
Your video can include absolutely anything; as long as it is of pure value to your reader.
It can be a video full of tips; a humorous video to engage your reader, educational, promotional – the list is endless.
Just make sure you give the reader something that makes them think, “WOW, this is great and I want it.”
An Invodo study showed that just using the word ‘video’ in the subject line of your email increases your open rates by 19 percent, click-through rates by 65 percent, and reduces unsubscriptions. by 26 percent. It is worth noting!
In closing, let’s look at the three reasons YOU should include videos in your emails:
• Understandable – Videos are important to your marketing campaigns as they capture the viewer’s attention. Potential customers will find them more attractive compared to traditional plain text emails, so the email is more likely to affect your target audience.
• Saves time: this applies to both sender and receiver. It’s quicker to digest a video, rather than having to read a text-heavy email, wasting time trying to understand intricate topics.
• Viral: As we all know, videos can go viral, and they can go viral very quickly! This is the perfect way to increase brand awareness and get a chance for more and more people to see your video.
So it really makes sense to include videos in your email marketing plan if you want to increase brand awareness, educate current and potential customers, and of course, last but not least, drive conversions.