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Why you should be using video in email

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The video revolution is here!

Using video in email marketing is becoming a hot topic. There’s a good reason for it; video marketing is making a real impact on customers, driving them to buy. 

With video becoming more important overall to marketers, it’s important to see where the applications can be used. Using video on YouTube is one thing, but getting videos embedded in your emails is another. 

That means you can speak directly to your potential customers right from the inbox.

If that perks up your attention, stay tuned. In this post, we’re going to share a few more essential reasons why you should be using video in email. 

Video grabs attention

Attention is one metric that is hard to measure. 

But, today, most signs point to the fact that consumers collective attention is often being pulled in many different directions. There’s an avalanche of emails, ads, blogs, commercials, and texts bombarding people at any given moment. 

To stand out, you have to find a way to break through the noise and grab your audience’s attention. 

Video is one way to do it. 

Look at some of these video marketing stats:

  • 80% of people will watch a video over reading text on a page
  • People can recall 65% of video content they’ve seen almost three days later
  •  64% of video watchers are more likely to buy a product online.

These stats bear out just how critical video marketing is to reach your customers. 

Now, combine your videos with an already effective marketing channel (hint: its email), and you’re going to have a winning combination. 

Video drives more clicks

Here’s another really important point about how video performs in an email; it drives more clicks. 

Research has found that when marketers use videos in an email, they see substantially higher click through rates. And if they highlight in an email’s subject line that there will be a video, the open rates improve too. 

Getting more clicks matter. When industry rates are hovering at just around 3%, even a small increase in that rate can translate into a higher revenue stream. 

Now, that’s all well and good. But for many marketers, there’s a sticking point when it comes to video in email.

The problem is when a reader clicks on the video; they are taken to YouTube or Vimeo. That means if they are interested in your product or service, they have to click back to your site. 

With video overlays, you can solve that problem. Instead of sending your potential customers to a third party site, potentially losing them, you can use overlays to show videos on your website.

Talk about really improving those click and buy rates!

Video can entertain and educate

It’s also important to think about video from the side of your customers. When you are trying to make an impact with them, you always want to consider their interests too. 

As yourself, how can you get creative videos and use video in a way that is going to help educate and entertain your customers?

There are some simple ways to start. 

First, think about the most frequent questions you get from potential customers. Answering those is always a good place to start. Videos don’t need to be long either. You can start with short videos that are even just ten or twenty seconds. 

Next, consider great reviews or testimonials you get from current customers on your products or services. People connect with others who are like them, so that’s one way to brag about your product in a way you know will help people who might be on the fence. 

Don’t forget to think about ways you can personalize your videos. Videos that highlight birthday wishes or showcase special local offers can be a great way to connect with your customers on a more personal level.

Start embracing video

The time to start really embracing video is now. Don’t get caught left behind. There’s no doubt you’ve already seen more videos trickling into your own inbox, so take that as an early sign of things to come. 

As video continues to become more and more popular and marketers see what a valuable tool it is, you want to make sure you’re planning for the best ways to use it. 

Video in email is one way to help you stand out from the crowd.