There are so many reasons to love email marketing. Like the boy that lives next door, email marketing is reliable, consistent and an inexpensive strategy. It allows you to target your audience at mass with (mostly) personalised messages. But because of the fact that it is so cheap and easy to do, not to mention popular, everyone is doing it. Which means your audience is more than likely feeling spammed, and your emails are possibly disappearing in the clutter.

So how do you make sure that your emails are getting noticed? Email marketing, meet video. If you haven’t caught on yet, we’re having a wild love affair with video. Video is a tall glass of water, a breath of fresh air. Think of video as the new girl at school that’s already made the cheerleading squad. Video is so hot right now, that it generates the highest click-through rate – in fact, just using the word “video” in your subject line can boost open rates by 7 to 13%.

Here are three ways to introduce video to your email marketing campaign for a match made in digital heaven:

1. Video in Email – Keep it interesting with animated GIFs

Don’t be boring. Hyperlinking a request to “please watch this video” won’t cut it. Give your audience a fun (and actionable) thumbnail image of a play button that links directly to the video. Nobody can resist a play button. Better yet, nobody can ignore a play button GIF. It’s the ultimate call to action.

2. Make sure your video is on your landing page

Do not send your viewers to YouTube. Make sure your link takes them straight to the landing page of your website, where your video is immediately available. And then because you already have your audience’s contact details, make sure that your video is un-gated.

3. The autoplay debate

As a rule of thumb, it’s generally accepted that you do not set your videos to autoplay. However, if a viewer clicks your animated play button in email, they’re indicating that they are ready to watch and are expecting a video to play. So in this instance, it’s game on for autoplay.

Make sure you’re tracking your results to get meaningful engagement. If you want to know how to tie your videos to a measurable return on investment, we have you covered here.

Contact us today to find out how.


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