Tips for Using Videos in Your Marketing Emails

People around the world watch a total of around 500 million hours’ worth of YouTube videos every day. How do you get a piece of that pie? It’s well-known that video marketing is essential for today’s businesses, but even those companies who do produce marketing videos rarely use them to their full extent. In particular, these videos can make great additions to your marketing emails if you know how to use them.

Say No to Embedded Videos

As you’re designing your emails, you might assume embedding your videos will lead to a smoother experience for your readers. In reality, that’s not the case. Depending on the type of email accounts they have and how they’re viewing their emails, many of your readers will not be able to see your video. Instead, use a thumbnail screenshot from your video and link it to either the video on your YouTube channel or, better yet, the video on your business website. Not only does this ensure that more of your readers will be able to enjoy the video, but it also drives more traffic to your site.

Offer Genuine Value

This should be a principle that guides all your marketing videos: your goal should be to inform, rather than to sell. When it comes to videos in your emails, though, you also need to ensure that your video is on-topic with the purpose of the email. For instance, let’s assume you’re contacting your mailing list to tell them about a Botox® event you have coming up. It could be helpful to include a video that explains what Botox® is or what patients can expect from the first Botox® treatment.

Keep It Brief

Let’s be honest: long attention spans aren’t common in our world. Living in a digital environment, we all want to get the information we want from a snapshot. That’s particularly true while a person is scrolling through emails. In many cases, your customers are flipping through their emails as they’re waiting in line at the grocery store or waiting for dinner to finish in the oven. For that reason, they’re not likely to watch a three-minute video. Most videos, depending on what the video is about, should be no more than one minute long.

Don’t Underestimate the Importance of Text

In some cases, you might think, “This video speaks for itself, so it’s all I need.” In truth, there are plenty of reasons you need written content in your emails. First, not everyone wants to watch videos, so you don’t want to neglect your customers or patients who like to read instead. Second, if your email has too many videos and emails with minimal text, most spam filters will flag it as spam. All your hard work goes out the window because your readers will never see the email in the first place. Third and finally, you need text to accommodate your readers who are deaf or those whose phone, computer, or other devices aren’t loading the video.

Analyze and Inform Yourself

This is a crucial part of your email video marketing, and it’s the most commonly forgotten one as well. After your emails hit your readers’ inboxes, you need to enter data analysis mode. You need to track how many clicks your videos receive along with other statistics about how many of your readers watch your videos. In addition, you should take a look at your sales for the services and products you discussed in your videos to see if those views are translating to sales. All of this is valuable data you should use to inform your future videos and email marketing campaigns.

Overall, videos can be vital parts for your marketing strategy, and including them in your emails is one more way to get your money’s worth. Of course, it all starts with informative, professional, and engaging videos. To get started with viral-worthy videos, contact our marketing team today.