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Tips for email marketing using videos

Brands, companies and all types of users are committed to the audiovisual format to create content and attract audiences through their stories and reels. Email marketing is no stranger to this new trend, and more and more are using videos in their newsletters and email communications. “We cannot remain oblivious to these phenomena, but being aware that using a video in an Instagram or TikTok post is not the same as in an email”, explains Lidia Castillejo, head of business development for the email marketing platform Acrelia.

From the platform they believe that there are businesses that still do not dare to use videos in their emails because they think that does not fit well in an email marketing strategy, and that it is something that would affect the results of the campaign. “It is a legitimate fear, but it must be overcome, since it is a content that is liked and can fit very well. Most of those subscribed to a mailing list use their mobiles to open the messages, and they are already very used to watching videos”. By following a series of tips, very good results can be achieved using this resource in email marketing campaigns, as detailed in Acrelia.

Keys to make video marketing

The audiovisual format engages and taking advantage of it in sending newsletters to tell an attractive story is a wise move. To do this successfully, you must take various factors into account such as design, duration, channels or personalization, among others. “Inserting videos in informational or commercial emails has many benefits. Above all, it helps to improve the brand image and substantially increase open, click and conversion ratios.”, they insist from Acrelia.

  1. Duration. They should not be very long pieces to avoid tiring the receiver and closing the video before it ends. They should stay under 5 minutes, with 2 being a good reference to make sure the information is concentrated enough to be seen in its entirety. For this reason, the first seconds are key: they must attract attention, encouraging you to visualize it with a small hook.
  2. Design. The usual thing is to use an image in the newsletter that links to a video, but there are more complete and professional options that allow you to design higher quality video marketing content in a few clicks. For example, Acrelia has a newsletter email campaign editor to incorporate images in different formats, QR codes, animated GIFs, and also videos. The video block allows you to generate a thumbnail by inserting the YouTube or Vimeo link. And if the video is hosted on its own website, Acrelia allows you to insert a player so that, if the user’s email reader allows it, the video can be viewed directly from the body of the message.
  3. channels. From Acrelia they advise creating a strategy that uses video in email and other media, such as SMS or the blog. Today, it is a format that adapts well to all channels, so you can get a better ROI if it is combined properly.
  4. Affair. You have to use the word “video” in the subject line so that it draws attention to the content. Although there are more and more companies that are using it, they do not always highlight it. You can also use a camera emoji to make it even more apparent.
  5. Text. The volume of text must be balanced with respect to the video so as not to distract and focus the attention of the receiver on what is important. The inverted pyramid can be useful because, although the video is seen faster than the text, you also have to include some accompanying message that encourages you to watch it.
  6. Personalization. You can use a thumbnail that shows a representative static image or an animated GIF and encourage a click to view it. The CTR increases whenever there is a video, it can be checked in the statistics.
  7. viralize. Add social buttons to share the video on social networks and gain visibility outside of the email manager. This is how the chain of virality begins and recommendations are obtained.

Video marketing campaigns

There are many ways to do video marketing, and that is why the first thing to decide is if the video will be the center of the message or a complementary resource, that is, if it will take the traffic to its own page or if it will be inserted from an external service such as YouTube or Vimeo. The subject of the video (and of the campaign) will be key to choosing one or the other option, in addition to ensuring a good conversion rate.

A quality video can provide value in different ways: a step-by-step tutorial, a demo, an announcement of a training event… In all of them, it is convenient to add a good call to action to take subscribers to a landing page to add a transcript , additional information or the registration form.

  • events. Videos are perfect for showing the highlights of an event, both online and in person. A campaign of this type can serve to encourage those who went to share their experiences in networks, or simply as a thank you for having attended. Sending an email of this type also fulfills the objective of motivating those who want to repeat to sign up for the next edition, but also those who missed it and want a new opportunity.
  • Products and services. Including videos also works very well to summarize the new features of a service or the news of a product. In this way, subscribers get a good first impression of what they can get. To do this, you have to make sure to include attention-grabbing usage details, such as people in real situations (a more emotional approach). This takes advantage of the fact that the video is more agile and easier than reading a long text, and users can be taken to a technical specification sheet if they want more details (more rational).
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