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How do you create engaging video content for email marketing?

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Video content is a powerful way to capture attention, convey emotion, and increase conversions in email marketing. But how do you create engaging video content that resonates with your audience and drives action? Here are some tips to help you plan, produce, and optimize your video content for email marketing.

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1 Know your goal and audience

Before you start filming, you need to have a clear idea of what you want to achieve with your video and who you want to reach. Do you want to educate, entertain, inspire, or persuade your audience? What are their pain points, interests, and preferences? How will your video fit into your email marketing strategy and funnel? Having a clear goal and audience will help you craft a relevant, compelling, and targeted video message.

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A. Lee Judge

CMO | Business Author | Speaker | B2B Sales and Marketing Consultant | Cofounder of Content Monsta | Business Video and Podcast Publisher
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It's important to keep in mind that your audience is always asking "What's in it for me". The second most important thing is to create content with your end goal in mind - business. With those two things in focus, create video that answers the customers' questions before they ask. Give solutions to their pains and show that you understand their needs. Start with guidance from your Sales team. They know the objections and pains of the customer best. Capture conversations with sales members and subject matter experts and then transform that into valuable videos that prospective customers will view as valuable in helping them move toward their solution. Email them a summary and screenshot in your email to bring them into your customer journey.

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Houston Golden

I’LL MAKE YOU A LINKEDIN INFLUENCER. ?? ????????.?????? ?? LinkedIn’s Golden Child. Half billion views. Forbes Top 12 Innovators. Author of The LinkedIn Bible. My kids say I’m hilarious.
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Put yourself in your audience's shoes and create a video that speaks directly to their needs and desires. Being relatable and addressing their pain points head-on will forge an emotional connection –– that's what matters!

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2 Choose the right format and length

Depending on your goal and audience, you might want to use different formats and lengths for your video content. For example, you might use a testimonial, a demo, a tutorial, a behind-the-scenes, or a teaser video. You might also want to consider the device and platform your audience will use to watch your video. Generally, shorter videos are more effective for email marketing, as they can capture attention and deliver value quickly. Aim for 15 to 60 seconds for most video types, and avoid exceeding two minutes.

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Catherine King

Award Winning Content Creator | Editor, DBD Magazine | Event Moderator & Emcee | Speaker | Marketing whizz | Specialising in the field of Data, Analytics, Digital & InfoSec | Currently on Maternity Leave |
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Having the end goal in mind before you press record is so important. If you're recording for Tik Tok, you want to be recording short-snappy engaging content in a vertical format. If you're wanting to ultimately post on LinkedIn, you may want to do the opposite and build out a longer format (up to 15 minutes) and most likely you'll record in landscape so you can format it into a 16:9 ratio, or even put it into a 'square' format. Remember you can squeeze lots of juice out of one video, you can have a longer form video that you take short-snappy pieces from to use on other channels. Or you can film behind the scenes, whilst filming the main video, too! (This is great for facebook/Instagram stories)

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Houston Golden

I’LL MAKE YOU A LINKEDIN INFLUENCER. ?? ????????.?????? ?? LinkedIn’s Golden Child. Half billion views. Forbes Top 12 Innovators. Author of The LinkedIn Bible. My kids say I’m hilarious.
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Tailor your video format and length to the playground of each social platform. For example: embrace the story-driven vertical videos for Instagram, professional tutorials for LinkedIn, and the quirky, shareable content for TikTok.

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3 Make it visually appealing and accessible

Your video content should be visually appealing and accessible to your audience. This means using high-quality images, sound, and lighting, as well as adding captions, subtitles, or transcripts to your video. You should also use a catchy thumbnail, headline, and call-to-action to entice your audience to click and watch your video. Additionally, you should optimize your video file size and format to ensure fast loading and compatibility with different email clients and devices.

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4 Test and measure your results

To ensure your video content is engaging and effective, you need to test and measure your results. You can use tools like A/B testing, analytics, and feedback surveys to compare different versions of your video, track key metrics like views, clicks, conversions, and retention, and collect feedback from your audience. You can then use this data to improve your video content and email marketing strategy.

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Houston Golden

I’LL MAKE YOU A LINKEDIN INFLUENCER. ?? ????????.?????? ?? LinkedIn’s Golden Child. Half billion views. Forbes Top 12 Innovators. Author of The LinkedIn Bible. My kids say I’m hilarious.
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Keep refining based on your results! Don't settle for mediocrity; embrace the iterative mindset. Track and hack! That's the only way forward!

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5 Follow best practices and guidelines

Finally, to create engaging video content for email marketing, you should consider following some best practices and guidelines. This includes aligning your video content with your email subject line, copy, and design, as well as providing a clear and compelling call-to-action. Additionally, embedding your video using HTML5 or a third-party service that supports email clients is recommended. For viewers who cannot or prefer not to watch your video, it is important to provide an alternative option such as a link, a text summary, or an image. Moreover, it is essential to comply with the legal and ethical standards of your industry and audience. By following these tips, you can create engaging video content that enhances your email marketing campaigns and helps you achieve your goals.

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Houston Golden

I’LL MAKE YOU A LINKEDIN INFLUENCER. ?? ????????.?????? ?? LinkedIn’s Golden Child. Half billion views. Forbes Top 12 Innovators. Author of The LinkedIn Bible. My kids say I’m hilarious.
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Tailor your video content to cater to your audience's preferences and needs. Personalization is the key. That's why it's critical that you know your audience's ICP.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you create engaging video content for email marketing?

1

2

3

4

5

6

1 Know your goal and audience

2 Choose the right format and length

3 Make it visually appealing and accessible

4 Test and measure your results

5 Follow best practices and guidelines

6 Here’s what else to consider

Content Marketing

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How do you create engaging video content for email marketing?

1

2

3

4

5

6

1 Know your goal and audience

2 Choose the right format and length

3 Make it visually appealing and accessible

4 Test and measure your results

5 Follow best practices and guidelines

6 Here’s what else to consider

Content Marketing

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