In my last guest post, I discussed how to boost landing page conversions with video, noting that email can’t be overlooked as a proactive tool for driving awareness of your landing page. Today, I’d like to dig deeper, and give you tips and best practices to ensure you’re getting results from using video in your email campaigns.
What the numbers say about video in email
Using video in your email campaigns might seem simple, but it requires some understanding of how it all works. In terms of its effectiveness, these recent statistics demonstrate that video can have a dramatic impact on your email conversion rates and lead generation.
- According to a study by the Relevancy Group, 54% of email campaigns with video content reported higher click-through rates, while 41% saw an increase in email sharing.
- Subscriber to lead conversion rates can increase 51% when video is included in an email marketing campaign.
- 60.4% of marketers surveyed in The Third Annual Video Marketing Survey Trends Report said that videos in email made their customers “more likely to convert/purchase.”
- Experian Marketing Services conducted a study that found simply mentioning the word “video” in an email’s subject line increased click-through rates by 7%-13%.
Four tips for putting video in your email
1. Don’t put video in your email (technically…)
This sounds counterintuitive, but hear me out. Video content is best used as an incentive for your audience to continue consuming more of your brand content, or as a way to get potential customers to convert with your clear call to action . Unless getting your email subscribers to simply watch your video content is your intended goal (unlikely), embedding video your email will simply undermine all the hard work you put into crafting your high-conversion landing page.
Moreover, not all email clients support embedded video playback within an email, so what you’ll want to do instead is use an image of your video’s thumbnail/splashscreen as a placeholder in the email to drive email subscribers to the intended destination (your landing page). This technique not only helps you avoid the email client support issue, but also has the added benefit of providing trackable clicks so you know where your video views are coming from.
2. Make sure it’s mobile friendly
According to VentureBeat, 65% of all email gets opened first on a mobile device. If your email isn’t formatted to display properly on mobile, or your landing page doesn’t provide a great mobile experience (http://simplestoryvideos.com/blog/how-to-great-mobile-video-rob-woodbridge), the quality of your video content won’t matter. Which brings me to my next point…
3. Keep it simple
The simplicity required for mobile is actually a good attitude to take for your email campaigns in general. If your goal is to get subscribers to your video content, the less clutter in the way, the better: keep your text brief and to the point, make sure your video thumbnail image-link appears ‘above the fold’, and add the word ‘video’ to your subject title to pique subscriber interest. Anything that isn’t aiding your conversion goal is unnecessary.
4. A/B test and iterate
The best way to figure out what will help you reach your conversion goal is to A/B test. It’s amazing how a different video thumbnail image-link, or a subtle change to email copy can improve your click through rate. If you don’t measure and evaluate your results, your email campaigns won’t get better!
Are you new to A/B testing your email campaigns? Mailchimp has a great post on the basics of A/B testing, as well as the typical results you can expect.
How to use video emails to create qualified leads
While adding video to your email is a great way to improve conversion rates, don’t forget the true goal of your email campaigns: nurturing leads.
Video provides a unique opportunity to qualify leads based upon what they click through to watch, or the time spent watching your video content. These two factors increase a leads overall score, and you’ll be able to prioritize who to follow up with.
For example, if you send out an email with a video, not only are more people likely to click through to watch the content, but if you’ve implemented a lead scoring model based on video, a prospect’s score will rise with every piece of video content you get that lead to watch with your video email campaigns. For instance, if Charlie, CMO watches all five of the weekly videos you send out as part of a nurturing campaign, he might eventually collect a lead score pushing him over a certain threshold, and your sales team can be notified through your MAP follow up. To learn how to connect your video engagement data to your MAP, check out the Vidyard integrations and see how it’s done.
Post a comment and let us know how you are using video in your email campaigns, and share additional tips!