Your Go-To Guide for Using Video in Email

It may be possible to see significant improvements in your marketing efforts when you bring various mediums together. For example, using video and email together can boost results by drawing in more users. Email remains a top tool for marketers. When it comes to using it to market a video, that email can work to help the video gain exposure. At the same time, the presence of a video in an email helps ensure that email gets opened. It’s a win-win situation.

First, Outline Your Goals

The first step to making this process a success is to create some basic goals. What do you want the video and email message to achieve for your company, campaign, or other goal? Most often, users want the person receiving the email to take some type of action. This might be visiting a website or signing up for something. Alternatively, you may want to encourage the reader of the email to read that email and watch the video with the sole goal of educating them, providing information, or even sending instructions. In either case, define what your goal is.

How to Ensure the Process Is a Success

There are a few things to keep in mind as you work to build a video and email link. Here are some tips for success.

  • Utilize a professional quality video. Emails from a company should convey a professional level of skill to ensure customers take them seriously. To achieve this, marketers should consider a high-level video that’s attention-grabbing and interesting.
  • Let the reader know there’s a video within it. This can be done in a variety of ways. Include a note or mention of it in the subject line of the email, for example. Or, be sure a thumbnail image is present encourage them to play the video.
  • Ensure there are links that allow for easy transition to a website. Most often, clicking a thumbnail in an email should move the user from the email application they are using directly to the company’s website. This gets them on your site.
  • Keep the video short and to the point. This will ultimately provide your viewers with the level of content they need to make a decision. Get right to the point, too. No long intros are appreciated here.
  • Be sure the video, email, and website provide numerous calls to action. Tell your readers what you want them to do when they watch the video. However, you don’t want the entire video to be focused on “buying” or “signing up.” Rather, ensure the content is exceptional.

There are other ways to create winning email and video links. For example, you may want to use animated GIFs in your emails instead of a fully embedded video. This is an option, and it can work well for those who have an email provider that doesn’t play well with embedded videos. In all cases, your goal should be to communicate a high-level message that gets people listening and ready to interact with your business.


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