Email campaigns are a great way to share your video marketing content, but you might still be a bit unsure about how to include video effectively. In this post, we’ll share some tips and tricks to help you go video—adding the special sauce that can really amp up your outbound email and nurture campaigns.
Use video in your email campaigns

4 tips for incorporating video in your emails

1. Embed a video thumbnail right in your email:

Through pretty much any marketing automation platform (MAP) you should have the option to embed a video thumbnail directly into your email. A video thumbnail can capture attention and make it clear what action you want your user to take. Customize your thumbnail to make it as compelling as possible for your recipient to click. You can even play with animated GIFs or A/B testing thumbnails.
Inserting animated GIF in email

2. Embed video on your landing page and set it to auto-play:

Because you’re technically redirecting folks to a landing page with your video embedded, you’ll want to catch their attention right away and auto-play is a surefire way to do this (it also requires fewer clicks from your viewers).

3. As a general guideline, your video should be 30-90 seconds for top-of-funnel (TOFU) campaigns and 1-30 minutes for individuals further down the funnel:

Since attention spans will vary depending on a prospect’s progression through the sales funnel, you’ll want to make sure your emails, and the videos within those email campaigns, are highly targeted.

When sending a TOFU message, the associated video should be short and sweet. You can gloss over product details or even skip them entirely—the whole point is to attract new contacts and guide them into the sales funnel.

For prospects you’re targeting who are further along in the funnel, consider including videos to answer questions you know they have about the product, detailed product demos, or personalized videos about how the product solves problems within their industry.

4. Leverage calls-to-action (CTAs) within your videos to set a clear next step for your audience:

If you’ve managed to get your readers to become viewers, you’ll definitely want to direct them to more content they might like, encourage them to share the video with social buttons, or have them fill out a form at the end of the video.

Building a CTA can be as simple as prompting viewers to download a supporting piece of content or as strategic as including a contact form at the end of a video. A form can collect even more details to push into your MAP or customer relationship management system (CRM) contact records for future lead nurturing and segmentation.

Tracking and measuring your campaign

You can send as many emails as you want, but if you aren’t tracking responses, you won’t know if your videos are effective or not. All email marketing systems can tell you who’s clicked on your email, and which links they clicked within the email–video or otherwise. Tracking beyond this info is where things get more interesting.

If you’re using a platform like Vidyard, you can track not only who watches the video, but how long each individual viewer watched the video and where they dropped off or lost interest. For instance, if Steve watches our home page video, but never returns to our site, it’s safe to assume he was not as engaged with our content as Monica, who watched our HubSpot integration video, visited our blog, and watched more video content from our Chalk Talk series.

Capture new leads with forwarded emails

If someone really likes your email/video they may forward it to a friend.

If their friend’s contact information isn’t stored in your MAP or CRM, you’ll want to make sure there’s some way for this new contact to put up their hand and request more information.

Vidyard offers email gates that can be added before the video plays and customizable CTAs that follow the video wherever it’s viewed. Optimizations like these can help you capture lead data anywhere your video goes, and it’s important to have this sort of strategy for capturing information from viewers who want to self-identify as interested prospects.

Easily creating video for email

While recording and sharing video through email hasn’t always been easy, tools like Vidyard Go Video have emerged to allow marketers, support professionals, and salespeople to take advantage of this powerful medium.

GoVideo is a free Chrome plugin that allows you to record your screen, a specific tab or your camera and then automatically attaches your recording to an email. You can see who watched the content, how much, and whether they re-watched any portions of the content. Analytics like these provide valuable information for your nurture campaigns, allowing you to target prospects who seem interested in what you have to say. Not to mention that, in addition to being the perfect tool for quickly sharing a video voicemail with a potential customer in your marketing campaigns, GoVideo can also be great for putting together a walk-through to answer a support inquiry or sending out a CEO update or internal news to your team.

Oh, the places your video will go!

What if someone likes your content so much that they publish it elsewhere (blog, press, social media etc.)? Or if they use your video within re-published content? Well, the same functionality will apply. You still get all the data, lead generation, and the built-in CTAs regardless of where your video ends up out on the Internet.

If you’ve decided to go video in your email campaigns, how’s it working? How are you tracking your success? What’s your average click-through rate when you include videos? Sound off in the comments below–we love to hear about what’s working and if you find these tips helpful!

Ian Hutchinson