You only have eight seconds to grab the attention of your audience. On average, the attention span of humans is just 8 seconds, one less than the attention span of goldfish.
That means your email interactions should be short, crisp, and solid. You can look over to video email marketing that is a compelling way to connect with the audience.
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Video is hot, and no other marketing means can match up with the progressive enhancements that a video has in email marketing.
The combination of the attention-grabbing video with the rate of email involvement for customers makes perfect sense.
In fact, 92% of marketers feel that the importance of video marketing is only growing.
Email is a great marketing channel and gets more customer engagement than almost every other type of marketing. Moreover, It is also relatively more manageable than you might expect to combine video and email-GIFs, clickable thumbnails, faux video with CSS animation, and so on.
Why Should You Gear Up For Video Email Marketing?
Are you aware that more than 80% of companies are using video to better their marketing efforts? It is probably due to the outcomes they get from video implementation in their video email marketing campaigns.
Having a video to elevate your video email marketing can let you tap into your audience’s imagination, which in turn will allow them to absorb information visually – sometimes text doesn’t. With the video, you have an opportunity to help your audience even to interpret thick themes easily.
Over 50% of customers read video linked email newsletters.
Now, let’s talk about the best practices on video email marketing that you can use in your next email campaign.
7 Best Practices to Nail Video Email Marketing
1 . Find What Subscribers Need
As a brand, you need to keep listening to how your customers feel about your products and services. Otherwise, how will you determine what customers want and create content that meets their requirements?
So, instead of relying on guesswork to see which random videos may capture the attention of your email subscribers, you should take the first step: talk to them!
You can do this in several ways, like reaching out to your email list via surveys and polls or keep observing your audience’s online communities.
By doing this, you can discover and select what kind of videos you are to generate throughout your email marketing campaign (e.g., expert interviews, demos, webinars, customer testimonials, customer success stories).
2. Create A Personalized Video
When you personalize videos in your video email marketing, you can use data and insights customized to each subscriber in your list. Thus it will assist you in establishing friendlier relationships with them.
From a business perspective, this means more clicks for you, a better relationship with the customer, and more views on videos.
If a personalized video is incorporated in your video email marketing, it helps to enhance click rates substantially and boost sales.
3. Email a video via a clickable thumbnail
When you send on-demand webinars, expert interviews, or demo videos, a clickable thumbnail in the email is among the most remarkable ways of delivering a video. Just embed the thumbnail image and include a link behind it into your video.
To do it professionally, you’re going to require a tool for photo editing. Photoshop works especially, but other tools can work here, such as Canva and Adobe Spark.
4. Announce events with videos in email
Whether you host internal or external events at your company, take a recap of the events to notify subscribers. It allows your subscribers to learn how your company functions and develop the audience’s interest in the general happenings of their company.
Do you, for example, host or participate in industry events every quarter? It would be best to include a video in your email about the latest one and integrate a clear CTA to learn about the subscribers’ experiences.
The video might also be social evidence to demonstrate that these events are attended well and helpful for others.
5. Start Using GIF In Email
GIFs in emails are well received and are instant attention-grabbers. To pick things up, use the same strategy using an animated GIF. The motion element in your email will attract the subscribers’ attention and thus make your email stand out.
Unlike other email add-ons, GIF animations are easy to integrate and firmly support a range of devices as far as the mobile-friendly factor is concerned.
6. Include The Keyword ‘Video’ In The Email Subject Line
Formatting in emails is very crucial, and it begins with the subject line. Customers are more interested in the email if they see an email with emojis in the subject line because emojis seem more welcoming.
Similarly, the keyword ‘Video’ in the email’s subject line engages more subscribers by driving more clicks on your email.
Also, it would be best to test a variety of subject lines by using A/B testing to figure out what your readers’ prefer specifically.
7. Create a faux video with CSS animation
Faux video is a term given by Kristian Robinson. These may be used to produce a video effect or GIF by using CSS animation.
These email clients support the faux video method:
- Gmail App
- Apple Mail
- Samsung Mail
- Outlook for Mac
- iOS Mails
A faux video might seem like a moving image on a static picture frame after another. To do this, you can use an image layered on top of the backdrop image and the CSS keyframes to create a moving effect in the image.
The latter requires sophisticated CSS and HTML skills, but it may dramatically improve your video use in emails if you grasp it.
Be cautious that you should not use images or GIFs too large in size because it will negatively impact your email’s loading time which could be a bitter experience for your subscribers.
Currently, the online industry is stimulated by ongoing trends in video email marketing, which is an engaging and lucrative way to connect with your subscribers and attract marketers’ interest.
Taking into account that 64% of customers are more inclined to buy a product online after seeing a video.