9 Best Practices for Including Video in Email Marketing
Video email marketing is becoming increasingly popular across both B2B and B2C industries. In fact, research shows that video and e-mail marketing can increase click through rates by more than 90%. (source: Mist Media).
If you’re considering using video in your emails here are nine best practices to consider when using video in email marketing.
Include “Video” in the subject line of the email.
Set expectations right away with your readers. Let them know what they can expect upon opening the email by including the word “video” in the subject line of the email. This will boost open rates and conversion rates. Add it before the creative subject line. Here are a couple of email subject line examples:
- “VIDEO: Why your social strategy needs personality”
- “9 Best Practices for Including Video in Email (Video)”
Read our blog post How to Get Customers to Read Your Email for more guidance and tips on running successful email marketing campaigns.
Do not enable autoplay.
Not everyone is ready to watch your video upon opening the email. They could be at work, out in public, or just don’t have time to watch it right at the moment. So it’s best if you do not enable autoplay. Instead, allow them to play the video on their own time by clicking or tapping the video itself.
Only create and send videos that provide value.
Just because you have a library full of videos does not mean they are all valuable to your email subscribers. Make the video worth the viewer’s time. They need to walk away from the video with a new piece of knowledge they can practically use in their own daily life.
Include an image of the video that links to the video URL.
While an increasing number of email service providers are adapting to video in email marketing, there are still some out there that simply don’t support this type of technology yet. That’s why you should also include a thumbnail screenshot of your video that links to the video URL. When you do this, you will ensure that even people who can’t view the embedded video in the email can at least click through and watch it on the web.
Include Calls to Action to spur engagement.
Most of your subscribers will be able to the view the video in the email. Therefore, it’s important to motivate them to take action in another way as well. Include compelling calls to action for readers to visit your website, blog post, or YouTube channel. Remember that your calls to action should be created based on your goals.
Run A/B Split Tests to get the best results.
How are you ever going to know what works best if you don’t test it out? This is particularly important for video email marketing. Test multiple videos, test embedded vs non embedded videos, and test your call to action wording and placement.
Feature video above the fold to get the most plays.
This is a common rule for most forms of web marketing. You want to include your main feature in the top half of the email or webpage. The reason being that you want your viewers to see the content without having to scroll. This will ensure you’re getting the most plays possible out of your video.
Limit the length of the video to 60 seconds or less.
Attention spans as a whole are on the decline. A prospective client is not going to want to listen to anything longer than one minute. There are tons of statistics that show video viewership significantly dropping off after the 60-second range. So be sure to keep it short and sweet.
Measure the results.
Just as you measure open rates and conversion rates, you definitely want to measure the results of your video in your email. The most standard statistic to track is video plays, but also consider tracking duration and completion percentage analytics. These statistics will give you valuable insights to help you improve your video email marketing.