Best Practices When Using Video for Email Marketing

Nov 15

Using video in email marketing can significantly boost engagement, increase click-through rates, and improve overall campaign performance. However, integrating video into your email marketing strategy requires some thoughtful planning and best practices to ensure its effectiveness. Here are the best practices to follow when using video for email marketing:

1. Keep the Video Short and Sweet

Optimal Length: Keep videos brief—typically under 2 minutes. Shorter videos are more likely to be watched in full, especially when viewed on mobile devices.
Clear Message: Get straight to the point. The video should clearly communicate the value or message in the first few seconds to capture the viewer's attention.

2. Use a Compelling Thumbnail

Clickable Thumbnails: Since many email clients do not support video playback directly in the email body (like Gmail or Outlook), using a compelling thumbnail image that looks like a video player with a play button encourages recipients to click. A well-designed thumbnail should give recipients a reason to open the email and watch the video.
Custom Thumbnails: Customize the thumbnail to represent the content of the video. Ensure it’s visually engaging and relevant to the email’s subject matter.

3. Host the Video on a Reliable Platform

Use Video Hosting Services: Instead of embedding a video file directly in the email (which most email clients won’t support), host the video on platforms like YouTube, Vimeo, or your own website, and link to it in the email. These platforms also offer insights and analytics on video performance.
Optimized Landing Pages: If possible, create a dedicated landing page where the video can be viewed. This ensures a seamless experience and can be optimized for conversions, such as adding a form or CTA to encourage a specific action after watching the video.

4. Use Personalization in Your Video Content

Personalized Video: If your email marketing platform allows, use personalized videos with the recipient's name, preferences, or relevant details. Personalized videos are much more engaging and can help increase conversions.
Targeted Messaging: Tailor the video’s content based on the recipient's behavior, location, or stage in the customer journey. For example, send a product demo video to someone who has shown interest in a particular item, or a welcome video to new subscribers.

5. Optimize for Mobile Devices

Responsive Design: Ensure that your email template is mobile-friendly. Many people watch videos on their smartphones, so the video, thumbnail, and email layout should all be optimized for mobile screens.
Big Play Button: Use a large, easily clickable play button on your video thumbnail to make it obvious how to watch the video, especially on mobile devices where smaller buttons can be challenging to click.

6. Include a Strong Call-to-Action (CTA)

Clear CTA: A video without a CTA is wasted effort. Make sure to include a strong, action-oriented CTA that tells the viewer what to do next, whether it’s "Shop Now," "Learn More," "Sign Up," or "Watch Full Video."
Multiple CTAs: You can include a CTA both in the video (e.g., at the end or during the video itself) and in the email text, ensuring the recipient knows exactly what action to take after watching the video.

7. Make Sure Your Subject Line Highlights the Video

Mention Video in the Subject Line: To increase the chances that your email gets opened, mention the video in the subject line or preview text. Using terms like “Video,” “Watch Now,” or “See How” can catch recipients' attention.
Tease the Video’s Value: Create curiosity in the subject line by hinting at what viewers will gain from watching the video (e.g., “See how our new tool can save you time!”).

8. Test Different Video Formats

GIFs or Animated Thumbnails: Some email clients support animated GIFs or short video snippets. You can use a GIF as the thumbnail to show a preview of the video, which can increase click-through rates.
HTML5 Video: In certain cases, you can use HTML5 video embeds to display a video directly in the email (supported by platforms like Apple Mail and Outlook for web). However, be aware that support across email clients is limited.
Video as Part of a Larger Email: Consider using the video as a visual element within a broader email (e.g., “Check out our new product in action” with a short product demo).

9. Include a Clear Value Proposition

Explain Why They Should Watch: In the email body, explain why the recipient should watch the video. What value does it provide? Is it a product demo, tutorial, behind-the-scenes look, or a customer testimonial? Make sure the viewer understands the benefit of taking the time to watch.

10. Test and Measure Video Performance

A/B Testing: Run A/B tests with different video thumbnails, subject lines, CTAs, and video lengths to determine what resonates best with your audience.
Track Engagement: Use email marketing platforms with analytics to track open rates, click-through rates, and video views. Platforms like Wistia and Vimeo offer advanced video tracking tools to see how long recipients watched the video, which can provide valuable insights into its effectiveness.
Monitor Conversions: Ultimately, the goal of video email marketing is to drive action. Track how well the video performs in terms of conversions, sales, or lead generation.

11. Ensure Accessibility

Add Captions: Adding captions or subtitles to your video ensures it is accessible to a wider audience, including those who are hearing impaired or those watching without sound (common in mobile viewing).
Mobile Accessibility: Ensure that any CTA buttons or links are easy to click on mobile devices.

12. Consider Email Client Compatibility

Check Compatibility: Be mindful of email clients that don’t support video playback (e.g., Gmail, Outlook). In such cases, use a static image thumbnail with a link to the video hosted elsewhere. Test how your email and video display across different platforms to ensure a smooth experience for all recipients.

Example of Best Practices in Action

Subject Line:
"See How Our Product Can Boost Your Productivity (Video Inside!)"

Email Body:

Introduction: "Hi [First Name], we know how important it is for you to stay productive. That's why we created this video to show you how our new software can help you save time."
Video Thumbnail: A custom thumbnail with a play button that says "Watch Now."
CTA: "Click the video to learn more" with a link to a landing page where the video is hosted.

Video Content:

A 1-2 minute demo showing the software’s features and how it solves specific problems.
Clear, actionable CTA at the end of the video: "Get Started Today" or "Sign Up Now."

Conclusion

Using video in email marketing is a powerful way to engage your audience, but it’s important to approach it with a clear strategy. By optimizing video content for your audience, keeping the video concise, and using compelling CTAs, you can greatly enhance the effectiveness of your email campaigns. Testing and analyzing results will allow you to continually improve and tailor your approach for the best outcomes.