• Ben E

Why Aren't You Putting Video in Your Emails?

Studies have shown that including a video in your email can improve click-through rates by 65%.


Let that settle in.

It has also been found that the buying process happens three times faster through email than on social media.

Consider also the fact that the average email open rate is 22.86% (compared to the average social media engagement rate of 0.58%), and you might start to see where I’m going with this.

There's a lot of attention given to social media as a way of reaching potential and existing customers, which is fine in some cases.

Certain audiences will be far more likely to spend time on social media than in their inboxes, and certain types of content will lend themselves more naturally to social media.

But this isn’t the case across the board. Far from it.

Who’s still using email?

Even though it might seem like younger audiences would be much less likely to be checking their emails regularly, three quarters of teenagers are still regularly using email - with the trend rising as age progresses.

“Email is still one of the best ways to reach and convert your existing and potential customers”

In fact, regardless of age, for over half of us checking our emails is the very first thing we do online every day.

Far from being an outdated and ineffective method of getting your message to the right eyes, email is still one of the best ways to reach and convert your existing and potential customers.

So, we know that including video will further increase an already effective method of reaching audiences - but what’s the best way to go about doing this?

Well, there are a few things to consider.

Things to consider when including video in email

Firstly, it matters which platform you use to upload and share your video. Videos from Vimeo perform best with an average of 8.13% CTR, while YouTube comes in at 6.62%.

Secondly, only around 40% of email clients allow embedded video to be shown in emails - which means it might not be wise to simply embed a video and assume that it will appear correctly for all your clients.

But there are ways to get around this issue. You can make the linkable thumbnail a GIF - in fact, including a GIF in your email can improve transaction-to-click rates by 72%. Plus, YouTube and Vimeo have both switched to GIF thumbnails.

How to improve your video click and conversion rate

It really matters where you include your CTA. Viewers are far more likely to take action if you include your link or button in the middle of the video.

The end of your video is the second safest space, while CTAs at the beginning do not perform well.

The best option is to have an element of personalisation, include a GIF with a thumbnail and link out to a landing page with the embedded video.

Taking advantage of personalisation is important, too. A study by Vidyard found that customised video for every subscriber improved conversion rates by 500% in many cases. Personalisation in video could include the subscriber’s real name, job, or other information.

So, the best option for most campaigns is to have an element of personalisation, include a GIF (preferably) or static image with a thumbnail and link out to a landing page with the embedded video.

Don’t worry. You can still include a CTA link on the landing page and at the end of the video to grab conversions.

Test, test, test

As with anything in marketing, the key to success is as much in the testing as in the creating.

Measure what works, what doesn’t, and tweak accordingly.

Some audiences will respond much better to certain formats that others, and you may find that some content simply isn’t getting through or displaying correctly in some mail clients.

This is something you can (and should) check on all major mail clients before sending anything out to your email list.

What next?

If you have an email list which isn’t converting as well as it could, think about the type of video content that is likely to offer value to them when they are in the arena of their inbox.

This may well be different to social media, as audiences are looking for different things from the two mediums. What’s your CTA, and how can you aid that with your video?

Think about the length of the video, and where you’ll host it, as well as what you’d like the thumbnail to be.

And once you’ve created your campaign - test and iterate. Play around with different parts, from the subject line, to the CTA, to the type of thumbnail. Everything should be tested and improved.

And if you need any help creating videos or GIFs for your email campaign, you can try out our unlimited video editing service for a week 100% free, with no obligations whatsoever.

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