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8 Ways to Use Videos Effectively in Email Marketing



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In the world of digital marketing, staying ahead of the curve is crucial for success. Email marketing, a time-tested strategy, has evolved over the years to incorporate multimedia elements like videos. Videos in email marketing can significantly boost engagement, conversion rates, and overall campaign success. In this comprehensive guide, we’ll explore the why and how of using videos effectively in your email marketing campaigns. 

Understanding the Power of Video 

Video content is engaging, visually appealing, and highly shareable. It can convey complex messages in a concise manner, making it an ideal medium for email marketing. Here’s why video should be a part of your strategy: 

  • Increased Engagement: Videos are more likely to capture your subscribers’ attention compared to static images and text. 
  • Better Information Retention: Viewers tend to retain information better when it’s presented in video format. 
  • Higher Click-Through Rates (CTR): Including a video thumbnail in your email can lead to higher CTR, as subscribers are intrigued to watch the video. 
Click Through Rates
  • Enhanced Conversions: Videos can directly influence purchase decisions, making them a valuable tool for boosting conversion rates. 

Types of Videos for Email Marketing 

Let’s explore the 8 types of videos that work best in email marketing. You can even combine two or more ways to draft a newsletter and send it your subscribers: 

1. Product demonstrations 

Product demonstration videos are highly effective for showcasing your product’s features, benefits, and how it can solve your customers’ problems. These videos provide a visual and detailed look at your offering, helping potential customers better understand its value. 

Consider an e-commerce company specializing in fitness equipment. They can send an email featuring a video demonstrating how their latest treadmill model operates. The video could highlight features like adjustable incline, preset workout programs, and heart rate monitoring, giving subscribers a comprehensive understanding of the product’s capabilities. 

Treadmill in Gym

2. Tutorials and how-to videos

Tutorial videos serve an educational purpose by providing step-by-step guidance on using a product or solving a specific problem. These videos are valuable for building trust and positioning your brand as a helpful resource. 

Let’s say a software company offers a project management tool. They can send an email with a video tutorial demonstrating how to create and manage projects within the software. The tutorial could cover tasks like setting deadlines, assigning team members, and tracking progress, helping users make the most of the tool. 

3. Customer testimonials

Customer testimonial videos are potent tools for building trust and credibility. They feature satisfied customers sharing their experiences and outcomes after using your product or service. These videos provide social proof, reassure potential customers about your brand’s reliability, and help build trust and credibility. 

For example, Myntra- an online fashion retailer sends an email with a video testimonial from a customer who recently purchased clothing from their website. The customers could share their positive shopping experience, emphasizing aspects like product quality, quick delivery, and hassle-free returns, boosting the retailer’s reputation. 

Woman holding Myntra bags

Courtesy- YouTube

4. Behind-the-scenes insights

Behind-the-scenes videos offer a unique, personal view of your company’s culture, processes, or upcoming projects. They humanize your brand, allowing customers to connect with your values and authenticity. 

Let’s say an artisanal coffee roastery wants to engage their subscribers. They can send an email with a video showcasing their roasting process, from sourcing beans to the final brew. Viewers gain insight into the company’s dedication to quality and sustainability, strengthening their connection with the brand. 

5. Event invitations

Event invitation videos create excitement and interest in upcoming webinars, conferences, product launches, or promotions. They provide a preview of what attendees can expect, encouraging registrations and participation.  

Suppose Nykaa is organizing a special event for its new subscribers. They can send you an email inviting you for the same promising a special gift or a coupon from their side as leverage. 

Nykaa Sale announcement

Courtesy- Nykaa

6. Animated explainers

Animated explainer videos simplify complex concepts or processes using animations, graphics, and narration. They are engaging and effective in conveying information, making them ideal for brands aiming to make complex topics more accessible. 

A financial institution may want to explain its investment services to clients with financial videos. They can send an email with an animated explainer video that simplifies the investment process, outlining how to create a diversified portfolio. The animation breaks down intricate concepts, making them easier to understand. 

7. User-generated content (UGC) 

User-generated content (UGC) videos feature content created by your customers, such as reviews, unboxing videos, or user-generated advertisements. UGC videos serve as authentic endorsements, demonstrating real customers’ experiences with your brand. 

A restaurant chain can send an email featuring a UGC video of a customer’s dining experience. Mostly social influencers make such hospital videos. The video would capture the ambiance, delicious food, and satisfied smiles, enticing subscribers to visit the restaurant and create their memorable experiences. 

YouTube Thumbnail of Restaurant review

Courtesy- YouTube

8. Thumbnail links to videos 

Embedding videos directly into emails can be challenging due to compatibility issues. Instead, including enticing video thumbnails with links to the full video on your website or a video-sharing platform is a practical approach. 

For example, Zomato has started a new series- Foodie Face-Off where they invite celebrities and social media influencers. They can send an email with an attention-grabbing thumbnail image of the celebrities and a play button icon. Clicking the thumbnail takes subscribers to the video on YouTube where one can see more episodes from the same series. This method ensures compatibility across various email clients while still leveraging the power of video. 

Zomato Foodie Videos

Courtesy- Zomato

Embedding Videos in Emails  

It’s pretty clear now that eye-catching subject lines combined with videos work effectively in email marketing. Now let’s delve into the various ways to embed videos in emails including specific platforms where applicable:  

1. Embedded Video

Some email clients and platforms do support embedded videos, allowing viewers to watch the video directly within the email. However, this method may not work consistently across all email clients, and it’s essential to ensure compatibility. 

Example: If you’re using a platform like Apple Mail or Outlook, you can embed a video directly into the email. Recipients using compatible email clients will see the video play within the email itself. 

2. Thumbnail Link

A widely used method is to include an eye-catching video thumbnail image within the email. When subscribers click on this thumbnail, it directs them to an external platform like YouTube or Vimeo, where the full video is hosted and can be viewed. 

3. GIFs

Converting a short video snippet into a GIF format is an effective way to ensure broader compatibility. GIFs are supported by most email clients and provide a glimpse of the video’s content. However, they typically have limited playback duration. 

The GIF can be embedded directly into the email and serves as a teaser, encouraging subscribers to visit the website. It is the most used way to add videos in emails. 

Flipkart Sale Announcement

Courtesy- Flipkart

Incorporating videos into your email marketing strategy is a powerful way to captivate your audience, convey your message effectively, and drive conversions. By following the tips and best practices outlined in this guide, you can harness the full potential of videos in email marketing and stay ahead in the ever-evolving world of digital marketing. 

And if you are looking for a video production company to help you in creating compelling videos, reach out to us at IndieVisual, and watch your email marketing campaigns soar to new heights. 

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