Video in emails is becoming a new frontier for marketers, with more than 81% leveraging it as an advertising tool in 2021. More than 54% of email subscribers prefer video to text in their inboxes, and it has the potential to increase ROI by nearly 280%. Of all the various methods of reaching consumers, a video email marketing campaign strategy is one of the best for omnichannel success.
Including video in an email marketing campaign is relatively straightforward. Videos can be easily incorporated into newsletters or customer experience campaigns to provide information, entertainment, or persuasion about a product. They are typically short in nature, less than 2 minutes long at most. Importantly, they are focused on recipient experience above all else, empowering them to make their own decisions.
However, no matter how large your email campaigns are, it always pays to A/B test. Create small variations in video delivery, and optimize moving forward.
Videos in emails have a surprising number of use cases, including:
- Introducing yourself to leads through a cold email marketing campaign
- Offering personalization and communication touchpoints
- Sharing company announcements or training materials
- Providing how-tos or tutorials to new clients
- Showing off product features or functions
The number of ways you can use video in your email campaigns is virtually limitless. But you still need to have an effective strategy in place and use them in line with best practices — let’s take a look at some ways you can effectively leverage video in your emails.