Open & Play: 5 Ways to Use Video to Spice Up Your Email Campaign / Marketing Solutions / Last Modified: February 22, 2017

Video marketing is on the rise so it makes sense to consider all the ways you can fit it in to your strategy, including email campaigns.

We all know, and agree, that watching a video is preferable to reading a stream of copy.

Where both text and video are available on the same web page, 69 percent of users would prefer to watch video to learn about a product or service.

If we can learn something new or get the information we need in a quicker way then we'll always take that option, and video provides this option.

This is no different when it comes to email. In fact, using the word video alone in an email subject line can boost open rates by 19 percent and then if there is an actual video within the content of the email open rates can boost by 20 percent and click-through rates by two to three times.

So there are your reasons to start using video in email but what ways can you use video content to spice up your email campaigns?

Below are a selection of examples to give you some ideas about how to use video in your future email campaigns.

Related Article: Press Play: The Evolution of Video Marketing

To Welcome

There's no better time to start using video in email than right away so a welcome email with a video is a great way to connect to your audience right from the moment they sign up.

Much more interesting than a standard written email.

The below example from BBC Radio 2mail is a fun example that includes presenters chatting about their weekly email to subscribers.

When it starts one of them indicates a new subscriber has just connected, which would be you, making you feel as though you're getting an exclusive behind the scenes insight into the running of BBC Radio 2.

BBC Radio 2mail welcome page screenshot

Another good example comes from NYU Steinhardt who sent a welcome email video to all accepted students within one to three days of their official acceptance from the Dean herself.

A great way to make them feel special and now part of the NYU Steinhardt family.

NYU Steinhardt Welcome page online

Both examples encourage you to click either a still image or what looks like a video and then they take you to a landing page or video hosting site to watch the video.

To Demonstrate

Most of us are visual learners, studies show that people remember 10 percent of what they hear, 20 percent of what they read and 80 percent of what they see.

So including a video within your email campaign to demonstrate how to do something is a definite way to engage your audience.

By empowering your audience to be able to do something new or different you'll be making sure your business is the first stop when they need that kind of help again in the future.

This concept works perfectly in the Mario Batali email below, they have incorporated video in their email to teach subscribers cooking techniques.

Way more engaging than a written step-by-step list of instructions. Plus it's helping the audience to be able to make delicious food at home without even having to search for it.

Mario Batali website Welcome page screenshot

The audience clicks on the image and is taken to the landing page with the video all set to play when they do.

This concept can work for more than just food demonstrations. You could use it to demonstrate how a product works or is put together, to cross-sell another item to show how well it works with the product they've just purchased, or a how-to about how they can get the most out of the product or service they've just bought.

We do the latter when a client has completed a project with us and has a completed animated explainer video, just in case they're unsure about what to do next.

They click the video still in the email and they're taken to a landing page where they view a video about how to get the most out of their new video.

emailed Video example of completed project

Related Article: Meet the New Rising Star: Video Marketing Has Taken Center Stage

Tell a Story

We all love a story and one of the most effective things you could do with video in email is to share the story of your business.

Why did you decide to set it up the business? What problem or need were you trying to address? What is your business is about?

It's a good way to show your human side rather than just being another faceless company, and it helps your audience to understand what your brand is about.

Patagonia website videoPatagonia, an outdoor clothing and gear website, did this with a story of rock climber Mikey Schaefer. The video demonstrates what the brand is about including how they value the great outdoors and what people go through doing the extreme things they do.

Behind the Scenes

Doing a behind the scenes of your business is one of the best ways to gain the trust of your audience.

Giving them snippets of things that happen behind closed doors, introducing the people of the business, showing how a product is made etc.

All of these little things will help your audience understand how your business runs and will giving them the sense of feeling closer to you.

Lancashire Cricket Club have done this by including a couple of videos in their email update to give their audience a closer look at what goes on behind the scenes.

The videos show David Lloyd, a well known name in cricket, chatting informally in the dressing rooms at Emirates Old Trafford about the upcoming game between England vs. Pakistan, something the fans will enjoy hearing the perspective of a cricket legend.

The other is an up close and personal view of James Anderson, the England bowler's, 85 mph throw, which is a perspective fans won't get to see everyday.

Lancashire Cricket Club video


Experience Emirates Old Trafford video

The videos aren't embedded in the email but a still image with a play button is included, which once clicked, takes you to their YouTube page to view the full videos.

To Create Excitement and Buzz

We see this all the time with trailers on TV and at the cinema where video is used to create demand for the brand and it's upcoming film or TV show. So why not extend this to video in email to increase the reach of video advertising.

Sky video on Game of Thrones

Sky did just that with Game of Thrones and generated an added one million+ views of it's TV trailer, no doubt creating more excitement for the new series.

Businesses can use video in this way in email campaigns if they want to promote an upcoming event. The video can showcase what the event will be like with clips of the previous year's success.

Alternatively, if you've just created a new explainer video you could promote it through email to encourage more views.

This was the only email, (that I came across) to use video embedded within its content. Generally, video in email is only a still image and a link that then takes the viewer to a landing page or video hosting site.

Related Article: Making The Video: Tools and Tips for Killer Execution

Closing Thoughts

So there you have it. Some cool ways to incorporate video into your email campaigns.

In following ideas along these lines you should hopefully be able to engage more of your email list and ultimately convert more of them into customers.

According to an Animoto survey, marketers who leverage video in their email marketing campaigns increase the chances of connecting with consumers.

Fifty-six percent of consumers have watched a company video that came through email. Video in email has never looked so good.

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