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Video email marketing

Video email marketingOn paper, blending of video with email marketing may make perfect sense. Look in your mail-box, and any day you're likely to find several mails that feature videos. They can range from informational, educational to simply entertaining. But what is all the fuss about? Does video email marketing lift response rates? Can anyone use video in email marketing? What are the best tactics (or practices for that matter)? Let's find out!

Opt-in video email marketing takes much of guesswork out of hitting target audience - consumers have shown an almost insatiable demand for online video. However, a February 2013 survey of marketing executives conducted by The Relevancy Group found only one-quarter used video email marketing campaigns. That was followed by added costs of producing videos (27%), videos figuring low on the priority list (24%) and skepticism that video would improve email campaign performance (22%).

43% of marketers said they didn't use videos in email messaging simply because they lacked content, making it most prominent obstacle to the practice. Despite the slow incorporation of video email marketing, 81% of respondents were at least somewhat likely to start putting videos into their emails, indicating a change could be close on the horizon. Respondents who had used videos in their email campaigns saw real returns on their investments. Fifty-five percent reported higher clickthrough rates, 44% saw an increase in the amount of time subscribers spent with an email, and 41% reported an increase in the sharing or forwarding of emails.
For retailers especially, online video can serve a crucial role during the path to purchase. Online video's rise also coincides with the growing importance attached to content marketing, and can be used to connect in new ways with consumers who may be tuning out more traditional messaging. eMarketer estimates that digital video ad spending in the US will grow from $4.1 billion in 2013 to $9.1 billion in 2017, while email ad spending will climb from $229.3 million to $256 million over the same period. Here are 7 best practices for using video email marketing:
  1. Embed thumbnail images with links to the video - Trying to embed a video into an outgoing email message presents multiple technical / deliverability challenges. The best method for including video email marketing is through embedding a thumbnail image linked to the video. When the recipient clicks the play button it automatically opens the video landing page and starts the video playback.
  2. Use branded video landing pages - While we all love Youtube, custom landing pages provide control over your branding and the user experience. A properly customized video player landing page also lets you include contact information, additional 'calls to action' and other important data.
  3. Support both web & mobile video formats - It's not smart to ignore smartphones and tablets. While most people can view video email marketing on their desktop computer, ensure your email video platform permits playback on smart devices and supports both Flash and HTML5 formats.
  4. Timing is everything - Don't get swept away in the 'coolness' of video email marketing. Just because you can easily create long-winded videos doesn't mean you should. Consider the market your reaching, the message your delivering and the moment it arrives. If a picture is worth a thousand words then consider how much information a video conveys ... shorter is better.
  1. Point of you - Focus on letting the viewer know quickly and concisely "what's in it for them" and why they should watch your video message. People are busy, remember this and proceed accordingly.
  2. Learning styles apply - Each person has a preferred style of learning or 'consuming' information. While video is excellent and one of the richest mediums available for conveying information - don't overlook text and audio and consider whether to include a transcript or audio only track with your email.
  3. Measure the results - You can't manage what you can't measure. Ensure you track open rates, play rates, forwarding to friends, and other core video email marketing metrics. Armed with this data you can make informed decisions and develop new opportunities.
  4. *BONUS* Don't re-invent the wheel - While you can create an integrated video email solution from freely available components on the web today, I would suggest your time is more valuable, and better spent, simply using one of the many professional and inexpensive video email marketing suites available today.

The key takeaway to using videos is email

You have to decide whether video in email is right for your brand, your subscribers, and your budget. Video email marketing can add a personal element (such as a message from the president), it makes your emails more interactive/engaging, and it can be repurposed for other channels, such as YouTube and social sharing sites.

If fear of the unknown is holding you back, many resources are available to guide you through the process. A few factors to consider before selecting an email video provider include video quality, video storage capacity, mobile video recording and mobile playback.

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