{"id":26047,"date":"2019-07-04T08:38:20","date_gmt":"2019-07-04T08:38:20","guid":{"rendered":"https:\/\/mention.com\/blog\/?p=22963"},"modified":"2022-12-30T16:41:19","modified_gmt":"2022-12-30T16:41:19","slug":"email-marketing-campaigns-videos","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/email-marketing-campaigns-videos\/","title":{"rendered":"Step-by-Step Guide to Improve Your Email Marketing Campaigns Using Videos"},"content":{"rendered":"<p><strong><em>Hate it or love it, you can&#8217;t deny the value of email marketing to grow an audience and increase sales. Even though this marketing channel is now <a href=\"https:\/\/thenextweb.com\/insider\/2011\/10\/08\/the-first-email-was-sent-40-years-ago-this-month\/\" target=\"_blank\" rel=\"noopener noreferrer\">almost 50 years old<\/a>&nbsp;\u2014 you read that right \u2014&nbsp; there are still lots of ways to increase the performance of your email marketing campaigns.<\/em><\/strong><br \/>\nOne way to do it is through video content.<br \/>\nWhether it is a&nbsp;<b>testimonial, <a href=\"http:\/\/go.yumyumvideos.com\/blog\/what-is-an-explainer-video\" target=\"_blank\" rel=\"noopener noreferrer\">explainer<\/a>, educational or how-to video<\/b>, using video content in email marketing campaigns is the best way to give them a performance boost.<br \/>\nActually, did you know that just by including the word \u201cvideo\u201d in an email title you can <strong>increase the opening rate by <a href=\"https:\/\/www.impactbnd.com\/blog\/ways-video-in-your-email-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">up to 13%<\/a><\/strong>?<br \/>\nAnd that\u2019s not even the most impressive statistic. Including video inside your email increases click-through rates by a <a href=\"https:\/\/www.forbes.com\/sites\/miketempleman\/2017\/09\/06\/17-stats-about-video-marketing\/#2cea92ae567f\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>staggering 300%<\/strong><\/a>.<br \/>\nNow that\u2019s impressive right?<br \/>\nBut if you\u2019re going to start including video content in your email marketing campaigns, <strong>you need to do it the right way<\/strong>.<br \/>\n<!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" class=\"hs-cta-node hs-cta-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" id=\"hs-cta-img-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"\" alt=\"Publish By Mention\"><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(1896803, 'b2dd580e-767c-4a68-b224-cc4ea07f0cf6', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<h2>Boost your email marketing campaigns with videos \u2014 but do it the right way<\/h2>\n<p>Let&#8217;s begin with the type of video you should use.<\/p>\n<h3><b>Know the type of video you can use<\/b><\/h3>\n<p>If you&#8217;ve done your homework and researched the topic already, you know that there are many different kinds of videos and that all of them work for different purposes.<br \/>\nUltimately, yoy can find two families of videos:<\/p>\n<ul>\n<li><strong><em>Live-action<\/em> videos <\/strong><\/li>\n<li><strong>A<em>nimated<\/em> videos<\/strong>: whiteboard videos, cartoon videos, 3D animation, motion graphic videos, etc.<\/li>\n<\/ul>\n<p>Now, I&#8217;m stressing this out because it\u2019s not the same to design a <em>cartoon animated video<\/em> for a TV ad, and to film a testimonial video with real customers speaking to a camera.<br \/>\n<strong>There&#8217;re not made the same way&nbsp;and they serves different purposes.<\/strong><br \/>\nLearn more about this <strong><a href=\"https:\/\/mention.com\/en\/blog\/video-content-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">right here<\/a><\/strong>.<br \/>\nNow, the type of video you want to push should obviously be linked your conversion objective: what is it you&#8217;re trying to achieve. But ultimately, what matters the most is&nbsp;<strong>who it&#8217;s targeted at.<\/strong><\/p>\n<h3><b>Send out the right message based on your recipients&#8217; issues&nbsp;<\/b><\/h3>\n<p><strong>Are you having trouble to convert contact from your email list past the awareness stage?<\/strong><br \/>\nLucky for you, there are videos related tactics to&nbsp;get there.<br \/>\nIn the awareness stage, it\u2019s recommend to send <em>shareable<\/em> and <em>useful<\/em> information to your recipients.<br \/>\nThis is why <strong>educational videos<\/strong>&nbsp;works pretty well to attract new audiences, as they can be fun, interesting and \u2014 most importantly \u2014 provide real value!<br \/>\nEspecially if you decide to design (<em>or have designed for you<\/em>) animated educational videos. After all, it&#8217;s a known fact that people learn best when they\u2019re having fun.<br \/>\nAlso, we are visual animals. This means that our brains find it easier to register a piece of information if it&#8217;s displayed in a very visual way.<br \/>\nThis is why&nbsp;<strong>whiteboard animated video&nbsp;<\/strong>work so well.<br \/>\nHere&#8217;s an example of it from a great YouTube channel (AsapSCIENCE) I highly recommend if you like to learn while having fun:<br \/>\n<iframe title=\"Your Brain On Coffee\" width=\"660\" height=\"371\" src=\"https:\/\/www.youtube.com\/embed\/4YOwEqGykDM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><br \/>\n<b>Now, do you have a nice fan base but struggle to make sure that your audience knows all of the products and services you offer?<\/b><br \/>\nIf your email marketing campaigns are focusing on the <em>consideration stage<\/em>, you should then consider a different approach with your videos.<br \/>\nInstead of just betting broad educational video content to do the job, you should use <strong>video content that\u2019s providing solutions to their problems<\/strong>.<br \/>\nYou can use explainer videos, for example, to introduce your brand and products\/services, and explain how they can help them.<br \/>\nThey\u2019re great to communicate any kind of message, no matter how complex.<br \/>\nHere&#8217;s an example with <strong>Spitz<\/strong>.<br \/>\n<iframe title=\"Spitz | Explainer Video by Yum Yum Videos\" width=\"660\" height=\"371\" src=\"https:\/\/www.youtube.com\/embed\/_wkONs69okY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><br \/>\nThe idea is to tell a relevant story \/ use case, and show the viewers how you can help them. You don&#8217;t have to put your brand in their face for them to remember it.<br \/>\nMake sure it appears somewhere and that the whole video follows your brands guidelines. If your content is good, they&#8217;ll remember you.<br \/>\nYou can also use product videos, if you want to show a specific product\/service in action.<br \/>\nHere&#8217;s one from Canon, introducing a new camera, what it can do and basically, how&nbsp;<em>you<\/em> can benefit from it.<br \/>\nhttps:\/\/www.youtube.com\/watch?v=Oia7Oj2lgGY<br \/>\n<b>Are your sales rates down? Are you using your mailing campaigns to give your leads a final incentive to turn them into customers?<\/b><br \/>\nDon\u2019t worry, it\u2019s not as hard as it looks.<br \/>\nUsually, when your leads are not completely convinced to buy, it often comes to a matter of trust.<br \/>\nThey don\u2019t know your brand well enough to trust it, or they haven\u2019t read enough reviews about what you do. At the end of the day, they&#8217;re unable to make a decision.<br \/>\n<strong>It\u2019s up to you to give them a final push<\/strong>.<br \/>\nUse videos that show the real and human side of your brand. <strong>Use testimonies<\/strong>.<br \/>\nYou can tell the world that your product is great, nothing is ever going to be as powerful as your clients and users opinions.<br \/>\nIn fact, 84% of people tend to <a href=\"https:\/\/www.inc.com\/craig-bloem\/84-percent-of-people-trust-online-reviews-as-much-.html\" target=\"_blank\" rel=\"noopener noreferrer\">trust online reviews<\/a> as much as their friends&#8217; recommendations.<br \/>\nMy advice? Encourage your clients and users to leave <a href=\"https:\/\/mention.com\/en\/blog\/online-reviews\/\" target=\"_blank\" rel=\"noopener noreferrer\">online reviews<\/a> to share their thoughts about your brand.<br \/>\nAnd if you have the resources to do so, try and build testimonial videos. Here&#8217;s one from Leetchi, a <em>french&nbsp;donation platform<\/em>, explaining how Mention helps them developing their business.<br \/>\n<iframe title=\"Leetchi: Encouraging Donations Worldwide with Mention\" width=\"660\" height=\"371\" src=\"https:\/\/www.youtube.com\/embed\/zZKomhLL94A?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><br \/>\n<em>You can activate subtitles if needed<\/em><br \/>\n<b>Now, after you have chosen your video, how can you include it in your newsletter?<\/b><\/p>\n<h2>How to include your videos in your emails?<\/h2>\n<p>The first thing to consider when including video in newsletters? <strong>Video content does <em>not<\/em> go embedded in emails<\/strong>.<br \/>\n<strong>Don\u2019t do it<\/strong> (it won\u2019t work anyways).<br \/>\nIt\u2019s not just a pointless rule: the fact is that most email providers (even big ones, like Gmail) can\u2019t display them properly. It may work sometimes, but it\u2019s mostly a gamble.<br \/>\nBut there are two ways around it.<\/p>\n<ul>\n<li><strong>Copy and paste the link<\/strong><\/li>\n<\/ul>\n<p><strong>Upload your video <\/strong>on&nbsp;YouTube if you\u2019ve got a channel, on a social media platform you use or, even better, on your website. Then use&nbsp;the link, copy and paste it in your email, and that&#8217;s that.<br \/>\nNow, some spam filters may not like this kind of things. Again, there&#8217;s a way around it.<\/p>\n<ul>\n<li><strong>Hyperlink it in the body of your email<\/strong><\/li>\n<\/ul>\n<p>You can also hyperlink your video in the text.<br \/>\nThe best way to do it is via an image (not just for aesthetics, but for communication purposes, as you can tell a lot more with an image than with words nobody will read, nor understand).<br \/>\nYou could, for example, take a screenshot of the video, add a \u201cplay\u201d icon on top, and make your audience click this image to get to the video.<br \/>\nSimple, yet efficient!<a href=\"https:\/\/mention.com\/wp-content\/uploads\/2019\/06\/Guide_Improve_Email_Marketing_Campaigns_Videos.jpeg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-22966 lazyload\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2019\/06\/Guide_Improve_Email_Marketing_Campaigns_Videos.jpeg\" alt=\"Step-by-Step Guide to Improve Your Email Marketing Campaigns Using Videos - Inbound Marketing\" width=\"514\" height=\"513\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 514px; --smush-placeholder-aspect-ratio: 514\/513;\"><\/a><\/p>\n<h3>How to you get the best results?<\/h3>\n<p>Well, once you know what to say, how to say it and how to include it in your emails, <strong>it&#8217;s time to works on final edits<\/strong>.<\/p>\n<h4><b>Use the right CTA<\/b><\/h4>\n<p>You want your viewers to take action, which is usually the whole point of an email marketing campaign. With video content, you can add an additional CTA besides the main one in your email, in the middle or at the end of your video.<br \/>\nRemember, keep your CTA clear, immediate, actionable and consider adding a sense of urgency in your message.<\/p>\n<h4><b>Always include the word \u201cvideo\u201d in the subject line<\/b><\/h4>\n<p>We said it at the beginning of this note, but we\u2019ll say it again because it\u2019s important. Let your viewers know that they\u2019ll find a video inside the newsletter that you\u2019re sending them. 33% of email recipients open emails based on the subject line alone!<br \/>\nAlso, people like to watch videos (just think about it: most of the content you find on social media are videos!), and they definitely like to get interesting and creative content. So, if they know that your newsletter contains more than just the same old words that other brands have used, they\u2019ll be happy to open your email <a href=\"https:\/\/www.martechadvisor.com\/articles\/marketing-automation-2\/add-the-power-of-video-to-your-email-marketing\/\">13% happier, actually<\/a>.<\/p>\n<h4><b>Get yourself a professional production team (if you can afford it)<\/b><\/h4>\n<p>If you\u2019re going to use video content in your email marketing strategy, you need to do it right. As you read before, videos are part of your company\u2019s branded content, they\u2019re a channel of communication with your audience. And if they\u2019re going to represent your brand like this, they need to look professional.<br \/>\nQuick videos filmed on a cellphone are fine for your personal Instagram account, but not for brands. Your audience is expecting content that\u2019s looking perfect \u2014 not because they\u2019re experts in video content, but because:<\/p>\n<ul>\n<li><strong>they are used to see high-quality videos pretty much everywhere<\/strong><\/li>\n<li><b>the quality of your content says a lot about your brand&#8217;s quality<\/b><\/li>\n<\/ul>\n<p>So, unless you have a dedicated expert in-house, consider hiring a freelancer or an agency to produce the best content possible.<br \/>\nNow, don&#8217;t worry, <strong>there are <a href=\"https:\/\/www.yumyumvideos.com\/the-10-best-explainer-video-companies-you-cant-miss-wp\/\">video production companies<\/a> for every budget size<\/strong>, so don\u2019t get intimidated and take a good look at their portfolios!<\/p>\n<h2>Time to include videos in your email marketing campaigns!<\/h2>\n<p>Remember,&nbsp;<b>an email is only as good as its content<\/b>, and if you\u2019re not providing your audience with interesting, engaging and shareable content, then you\u2019re not doing it right.<br \/>\nLuckily,&nbsp;<b>video is the kind of content with the highest engagement rates out there<\/b>, so it\u2019s time that your brand starts taking advantage of that! In this day and age, no brand should be left &#8230; <em>videoless<\/em>.<br \/>\nSo, there you have it! It\u2019s time to <em>video the heck out of those emails<\/em>.<br \/>\n<!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" class=\"hs-cta-node hs-cta-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" id=\"hs-cta-img-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"\" alt=\"Publish By Mention\"><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(1896803, 'b2dd580e-767c-4a68-b224-cc4ea07f0cf6', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hate it or love it, you can&#8217;t deny the value of email marketing to grow an audience and increase sales. Even though this marketing channel is now almost 50 years old&nbsp;\u2014 you read that right \u2014&nbsp; there are still lots of ways to increase the performance of your email marketing campaigns. One way to do &hellip; <a href=\"https:\/\/mention.com\/en\/blog\/email-marketing-campaigns-videos\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Step-by-Step Guide to Improve Your Email Marketing Campaigns Using Videos<\/span><\/a><\/p>\n","protected":false},"author":184,"featured_media":29117,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[333,316,315],"tags":[],"class_list":["post-26047","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-video-marketing","category-email-marketing","category-digital-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Improve Your Email Marketing Campaigns With Video<\/title>\n<meta name=\"description\" content=\"Check out our simple, step-by-step guide on how to improve your email marketing campaigns with video the right way.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mention.com\/en\/blog\/email-marketing-campaigns-videos\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Improve Your Email Marketing Campaigns With Video\" \/>\n<meta property=\"og:description\" content=\"Check out our simple, step-by-step guide on how to improve your email marketing campaigns with video the right way.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mention.com\/en\/blog\/email-marketing-campaigns-videos\/\" \/>\n<meta property=\"og:site_name\" content=\"Mention\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-04T08:38:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-30T16:41:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mention.com\/wp-content\/uploads\/2019\/11\/Step-by-Step-Guide-to-Improve-Your-Email-Marketing-Campaigns-Using-Videos-large.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"3840\" \/>\n\t<meta property=\"og:image:height\" content=\"2160\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Martina Sol Naftali\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Martina Sol Naftali\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" 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