How to use Video in Emails in 2019

We’ve said it many times and we’ll say it again.

Plain text is boring.

In 2019 people need more. They need to be engaged and their attention grabbed. Yes, text still does have importance and the written word is still as powerful as it was before. But in this digital age we expect more. Faster. Brighter. Fancier. Better.

You get the point.

Here at ClearCutVideos, we pride ourselves in video marketing. It’s what we know. What we talk about. Taking complex products and services and explaining them in a fun and engaging way. That converts!

A recent study, from Forrester, found that video in an email leads to 200-300% increase click-through rates. And only 17% of respondents are planning on using video in emails over the next 12 months.

So why the disconnect?

For one, it’s not always as easy as it may seem. There are many ways to incorporate video links into an email, many email service providers have different settings, and on top of that, creating that awesome video in the first place.

We’ve put together this simple guideline to help marketers and companies start to see the benefits video really has.

Here is everything you need to know about using video in emails.

1. Embed Videos in an Email

The answer is yes. However, every email client is different so it will depend whether they are using Gmail, Outlook, Hotmail, Yahoo, and the many others. To play it safe, it might be best to avoid this strategy as some people may be left out of this experience.

Also, there will be some coding needed in the process. Some quick HTML5 knowledge will be required to achieve this. So you may need to hire a developer to assist with this.

2. Static Image With a Play Button

One of the best (and most proven ways) is to create an image with a play button. This alludes to the appearance of having a video embedded. Create your own great thumbnail or even take a screenshot of the video and add a video player icon to the middle of the image. Upload to your email campaign and link out to where your video is located.

Here is an example of one we did:

Headnote Explainer Video Cover Image

See how cool that is!

It’s simple, yet effective. No need for all the flash or crazy coding.

Technically there is no video in the email. By doing this you don’t have to worry that some people will not be able to see the video. It’s just a static image with a play button and link out to where your video is hosted. You can also set up an automatic player depending on your hosting platform. This means once the viewer lands on your video page, the video can automatically start playing.

3. Best Practices

Now lets get to the more nitty-gritty technical stuff.

Before you just go ahead and launch the email, we should go over some basic technicalities so you understand best practices.

Don’t send too many videos.

You want them to have power and dramatic effect. The more you use it, the more attention will eventually wear off. Make sure the video is high quality, easy to understand, and demonstrates the points you want it to make.

Make sure to test everything!

It’s true, videos aren’t for every audience. So when testing your email campaign, do it in segments. Send 20, then send 50, and so on. Try and split test different ideas to see what works best. This includes:

• GIFs vs static images
• Video length
• Placement of the video
• The file size of the video
• The colours of the image
• Embedded video vs link out
• Length of the email

Always make sure to preview and send a test email to yourself.

There is nothing worse than sending out a campaign to realize you forgot to add a link to the image! Even having one mistake on an email can jeopardize everything. Make sure to test on all devices and sizes. From a laptop to your smartphone. Everything needs to be in sync and cross-platform.

Adding a strong CTA

We’ve said it once, we’ll say it again. End your email with the recipient having something to do. Reply back to you, schedule a call, book a meeting, try your demo, etc. Make it easy and simple. Only target one idea at once. Too many options lead to confusion and we don’t want that.

4. Best Email Video Ideas

Now to the fun part!

We have shown you the best practices and how-tos. We’re ready to focus on some interesting and effective ideas. A mix of content and strategy.

Product Review Videos

People love review. Especially from other people. Social proof is everything in a digital world. People need to feel ressaured when purchasing something.

Explainer and Sales Videos

These are your traditional, high-converting, marketing pieces. What we specialize in. A great way to explain what you do, grab attention, and get that lead to convert. When done effectively, a big boost in results will happen.

Special Offer Videos

Any type of offer or event can work with videos. Add in some urgency to get your audience to act fast!

Thank You Videos

Just want to say thank you to a client or customer? How about sending them a personalized video of you thanking and appreciating them. Nothing says we value our customers like a personalized video message.

Demo Videos

Are you looking to show the in and outs of your product? The technical side? These videos are a great way to showcase the full extent of your product, or even a sneak peek!

5. To Sum up

Using video marketing in an email is a great and engaging way to boost your marketing efforts. A powerful tool that can have a major impact. Make sure you follow our tips to get the most value out of your campaign. Remember that 96% of B2B organizations use video in some capacity in their marketing campaigns.

Here at ClearCutVideos, we are specialists in understanding the process behind animating great videos and knowing how to tell an engaging story. Our team is here to help companies better explain the services they offer and to reach a larger audience through the power of video marketing. If you’d like to find out more and request a free quotation, simply contact us on our website or send an email to [email protected]