Email and video marketing are two mediums that can be potent on their own. Email is a tried-and-true winner that’s been working well for years, and video has experienced massive growth in popularity in recent times.
But when you combine them, they become even more powerful. So if you’re looking to supercharge your campaign, using video in email definitely makes sense and is something worth experimenting with. Here’s why.
It Can Dramatically Improve Your KPIs
There are three main email KPIs that are of interest to legal marketers—the open rate, click-through rate and number of unsubscribers. And it just so happens that using video in email dramatically helps improve all three.
Research from Campaign Monitor found that it:
- Boosts open rates by 19 percent
- Boosts click-through rates by 65 percent
- Reduces unsubscribes by 26 percent
Those are some amazing numbers! Just think of how it would positively impact your email marketing if you experienced that type of improvement. It would mean that far more subscribers would open your emails, and more than double would actually click-through to your offers.
In turn, you could convert a much higher percentage of your leads into clients. Not only that, you would retain a lot more of your subscribers and keep them around for the long haul.
Getting Set Up
Let’s say that you want to give it a shot. What’s the best way to get started using video in email?
Campaign Monitor suggests simply creating a static image with a play button on it and linking it to your video content from YouTube (or whatever video host you happen to be using). Whenever subscribers open your email, they’ll see the image and can conveniently click on the play button to watch your video.
Pinpointe explains, “Technically, there isn’t a video in the email. It’s just a video image. By doing it this way, you don’t have to worry about who can see it or not, because it’s just a basic image like you’d include in any email.”
Another option is to embed the video in your email. This requires some technical chops, which you can learn about from this article by Email on Acid. And most experts agree that you’ll want to use HTML5, which is the newest version of HTML.
The only issue is that not all email services will play embedded videos because they’re so commonly associated with spam. In this case, subscribers will see a “fallback image,” which they can click on to find the video through a link.
But this can still be a viable option nonetheless. It really just depends on the type of email provider your subscribers are using.
Taking Email to the Next Level
Email continues to be one of the preferred means of communication with businesses. It’s simple, convenient and allows you to gradually nurture leads until they’re ready to become clients.
Using video in email is just another way to make this strategy more robust and can drastically improve KPIs. So if you’re looking for a way to maximize engagement and get your subscribers to take the next step, this is definitely something to experiment with.