Behind the Lens with Lloyd Media Group
In the age of endless inbox clutter, video email marketing is a strategy that not only cuts through the noise but creates memorable connections with your audience. With just a simple embed and a compelling subject line, videos can help you build stronger customer relationships, generate leads, and bolster brand loyalty. There are some powerful ways you can start using video in your email marketing to boost engagement and conversion rates.
Video email marketing is simply the practice of incorporating videos into your emails to engage your subscribers. And with more than 80% of businesses already leveraging video across their marketing efforts, it’s clear that audiences respond to the engaging and visually appealing format that video provides. Research even shows that 83% of marketers agree video’s importance is growing. So, why not harness this medium to connect with your audience more dynamically?
Here are six impactful approaches you can use in your email campaigns, complete with examples to inspire your next strategy.
1. Use Videos in Newsletters to Increase Engagement
Including videos in newsletters is a great way to make content stand out and boost engagement. For instance, you might include a quick “industry insights” video in your monthly email roundup to update your audience on trends or new developments. Or, if your team hosts webinars, link to a highlight reel to give subscribers a taste of what they missed.
Your company might embed a video summarizing recent updates or showing new product features, allowing subscribers to quickly grasp what’s new. This makes newsletters more informative and enticing, as video adds a visual and dynamic layer to otherwise text-heavy updates.
2. Event Recap Videos: Showcase Your Brand’s Culture
If your company hosts events – whether they’re team-building activities, webinars, or product launches – sharing a recap video in your post-event email can build excitement and interest around future events.
The same goes for quarterly industry mixers; an email with a video recap and a call to action (CTA) to register for the next one can showcase the value of these events. Recap videos can also serve as social proof, showing that these gatherings are well-attended and valuable to participants.
3. Personalized Videos for Increased Click-Through Rates
People respond to personalization, and video can take this to the next level. If a subscriber left a video on your website unfinished, send a follow-up email featuring that video with a “pick up where you left off” message.
Marketo used this approach, sending personalized video emails based on individual behavior and reported a 144% increase in click-through rates. This level of customization can make subscribers feel valued, deepening their connection to your brand.
4. Product Teasers: Build Anticipation for New Releases
When rolling out a new product, create mini teaser videos exclusively for email subscribers. This gives them a “sneak peek” and makes them feel like part of an exclusive club. You can also shoot a demo to showcase features and benefits, helping recipients visualize how the product fits into their lives.
For example, an outdoor gear company launching a new hiking backpack could send a quick video demonstrating unique features, like lightweight material or specialized compartments. Adding a limited time offer only for email subscribers can drive engagement and early sales.
5. Use “Video” in the Subject Line for Higher Open Rates
Emails with “video” in the subject line see a 19% increase in open rates, simply because people are intrigued by visual content. You might also experiment with emojis to make subject lines more eye-catching.
Consider “🎥 New Features Demo – See What’s Coming!” or “Your Personalized Video Awaits! 📹.” Including video right at the top of the email keeps readers engaged from the start, while placing it near the end encourages them to read through the content leading up to it.
6. Engage Your Community with Interactive Video Content
When new industry developments arise or important topics come up, share informative videos to engage your community. You might also include polls, quizzes, or CTAs within these videos to prompt further interaction.
A retail brand could send an email with a video explaining recent sustainability initiatives and ask viewers to vote on upcoming product ideas. Such initiatives help audiences feel connected to the brand and reinforce loyalty.
Video email marketing isn’t just about novelty; it’s about reaching your audience in a way that’s engaging, memorable, and impactful. Whether through personalized follow-ups, exclusive product teasers, or community-driven content, video can transform your email strategy and elevate your brand’s connection with customers.
Incorporate these video strategies in your next campaign and watch how they can transform your engagement metrics. Even if you start small, you’ll likely see a boost in open rates, CTRs, and overall audience satisfaction, making video a valuable addition to your email marketing toolkit.