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January, 27, 2022
Publish by:Zeeshan-jee

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From creating videos for your website to hosting live sessions on Facebook, these marketing tools go from convenience to necessity if you want to engage effectively with your audience and build a loyal following who is more likely to buy from you.

Video-based marketing is a great way to stand out from the many messages people receive in their inboxes every day, not to mention how effective social media is.

This article focuses on using video in email marketing. Read on for some technical tips on using video in your emails and creative tips for getting inspired.

Using video in Email Marketing

I've talked about using video many times in the past, but if you're still unsure or haven't thought about using video in your email marketing efforts, it's time to pay special attention.

According to a study by B2B DecisionLabs, people tend to be in a negative emotional state when reviewing their emails, but when participants watch video emails, their negative feelings diminish and put them in a more neutral emotional state. So when people browse their inbox and find video emails, they will feel better reading all those text emails and will be more likely to engage with them.

In fact, a study by Vidyard shows just that. Over 70% of respondents said video emails get more opens, clicks, and replies than text emails.

Benefits of video marketing

Saving time. You can create short, engaging videos much faster than it would take to write an 800 word blog. It also provides information for your viewers in an easy to understand way. ? This can help with SEO. Your Google search ranking can improve if enough people view and share your recordings. ? It's cheap. You don't need CGI effects or animations to make something great. Videos can be much easier to produce than blogs or advertisements. ? This attracts attention. Especially when added to your newsletter, the video grabs your audience's attention and makes them want to watch it.

Technical part of video email-marketing

When using video in your email marketing, there are some technical issues to consider.

You need to make sure your video is mobile-friendly, confirm that it's compatible with as many email services as possible, and if you run into a problem, you need to find a solution.

With that in mind, before we get to the fun stuff, let's look at some technical details about using video in your emails.

Make sure your video is playing

Before thinking about how to use a video in your email, you need to know how it plays in different email clients or whether it plays at all.

There are more than 30 major email clients including Gmail, Microsoft Outlook, Apple Mail, and Yahoo Mail, some of which do not support the use of video email.

Traditionally, marketers would use HTML5 (Hypertext Markup Language) to encode HTML videos directly into emails, but recipients with certain email clients could not play them. Many popular email providers only display backup images and your marketing message gets lost in the crowd.
Fortunately, several popular services make sharing across providers easier by taking a screenshot of your video and linking it to the original content on your blog, YouTube, Vimeo, or similar sites.

This makes it look like there is a real video in your email and avoids technical problems with your email provider. Instead of having to learn HTML5, there are third-party services that can create video clips that you can insert directly into the body of your newsletter.


No matter what tool you use, it's important to test your campaign before submitting it. You must have accounts on all major email platforms to see how your recordings are performing on each.

Sounds like a lot of work? Maybe you'd rather leave the hard work to a professional marketing company that's been helping clients create successful email campaigns since 2003.

Make sure you're mobile According to Constant Contact, about 60% of emails sent from their service open on a mobile device. This shows how important it is to keep mobile devices in mind when using video in your email marketing.

Luckily, email marketing services like Mailchimp and Constant Contact allow you to test and see how your message looks before you send it.

However, it's important to keep the file size as small as possible so that the video doesn't have to be buffered to start playing. Mobile devices don't have the fastest download speeds.

We recommend capturing a 10-second video clip for use in the newsletter.

Also, always make sure that autoplay is turned off, especially on mobile. Most people don't like to play something (often loudly) while sitting in the office or on the bus; they prefer to click the play button themselves.

The Creative Aspects of Video Email Marketing Now that we've got the technical stuff, let's see how you can actually create content that will engage your viewers and drive traffic to your website.

You need a plan with clear goals, or you just send content out into the world and hope it will be seen and loved. Why did you create this campaign? Are you trying to generate leads? Do you want to increase brand awareness? Do you want to increase your followers? Once you've identified your goals and objectives, you can start thinking about the email and the actual content you want to create.

As mentioned, the best way to do this is to host a full-length video on a blog post, landing page, or video sharing site like YouTube, and then include a small snippet of that video in your email marketing campaign, full version.
Tips for using video in email campaigns

1. Use the word "video" in your topic. Using the word "video" in a topic can encourage people to open your email. In a SuperOffice study, simply adding the word "video" to a topic increased the opening rate by six percent. That may not sound like much, but considering how many marketing emails end up in the trash, it's a big deal.

2. Choose the right format There are some very easy and inexpensive ways to integrate video into your email marketing. For example, in the Vidyard survey referenced above, sales representatives were asked about three video email formats and which one had the highest response rate. This format includes screen sharing, selfie-style videos, and a combination of the two.

More than half of respondents said hybrid-style videos had the highest response rates, 31% said selfie-style videos had the best performance, and only 15% said screen sharing was the best. This will give you a few things to consider when choosing a format, and it's also good to know that these videos are easy and inexpensive to produce.

3. Showcase Your Products Whether you're looking for something economical or luxurious, video email campaigns are a very effective way to showcase your products. But if you have the budget for something more complex, it can be much more effective.

4. Focus on your values Apart from showcasing your products, another way to use video in your email marketing is to focus on what you stand for and what you stand for. Mailchimp does a great job on this, partnering with Reese Witherspoon's media company Hello Sunshine to create a series of videos celebrating women entrepreneurs.


5. Does a tutorial solve a problem for your product or service, so how can you demonstrate this to your customers? There are many ways to achieve this. You can create traditional tutorials or instructional videos where you simply explain how to use your product or service, or you can take more lifestyle branding points where you give users a brief explanation of how you using your product or service can improve lives.

Also known as statement, this format is preferred by retailers and consumers alike. A Wyzowl study found this format to be the most commonly used by marketers today, and 96% of respondents said they were looking for an explanation to learn more about a service or product.

Whether you're a life coach taking a few photos on vacation, or a healthcare provider offering viewers a peek into the dinner prep process, get creative and get started!

Email marketing with video can significantly increase your open percentage, engagement, leads, and sales.

However, not every email has to contain one. If you start using this tactic every time you send out a newsletter, subscribers may stop paying attention. Using video in a newsletter campaign is a great way to stand out from the crowd, but don't bombard people with videos or ignore other tactics in the process.

After all, creating an email campaign with video is hard work and needs to be done well or you might get angry and lose subscribers.

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