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December 2, 2015

Video Marketing How-To: Add Video to Your Email Campaigns

Welcome to another episode of Video Marketing How-To! This week we want to talk about how to add video to your email campaigns effectively.

Now, we’re going to share how we use email in video – it may seem a bit different from what you expect when you hear video in email, but bear with us. It’ll make sense, and you’ll see a lot more value from it.

First off, is understanding why we don’t embed video directly into an email. If you include embedded video, most email browsers won’t necessarily display it properly. It will work sometimes, but it’s definitely a gamble. Here’s how we get around that:

First, make sure your video is on a landing page – whether it’s a stand-alone sharing page or YouTube link, or as part of a larger campaign. This gives you something to link to.

Next, take a screenshot of the splash screen of your video, play button and all. Since almost all email browsers load images these days, this is the easiest way to guarantee your video will have a visual impression when someone opens your email.

Now, add the screenshot to an email, and link directly to the landing page. Be sure to mention video in your subject line – it increases open rates by up to 13 percent!

When your audience receives your email, they’ll see a big visual screenshot of your video, and when they click on it they’ll be taken directly to a page where they can immediately consume your video content. It’s as seamless as you can make it, and it works – consistently, our most clicked links in our email campaigns are the video screenshots.

Using a landing page has two big benefits – one, it’s much more trackable than simply embedding a video, and two, you can include as many calls-to-action on the landing page as you want. It’s win-win!

We hope you find today’s tip adds more value to your video marketing! Tune in in a few weeks for another episode of Video Marketing How-To!

Jon Spenceley

Jon Spenceley

Jon is the former Content and Social Media Manager at Vidyard, and is passionate about helping companies get the most out of their video. In his spare time, Jon's an amateur longboarder, distiller-in-training, and is a sucker for breakfast foods.

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