The Value of Video in eMail Marketing with Springbot

We sat down with local Atlanta-based partner Springbot and talked about the value of video in email marketing with their VP of Customer Success, Amber Haack.  In case you missed our podcast last week or just wanted to catch the highlights, we’ve put together this recap for easy reference.

Why Video:

  • Video is everywhere – look at any major news outlet, social media (Facebook!), most websites, etc. By the end of 2017, according to VentureBeat, 74 percent of all internet traffic will be video. VB also claims that just incorporating the word “video” in a subject line of marketing emails will increase open rates by 19 percent, will generate 65 percent higher click-throughs and will cut unsubscribes by 26 percent.
  • Video is on-demand content, means that it is consumed exactly when and where the consumer chooses.
  • Video can be used as a vehicle for any kind of information. Videos provide a realistic sense of scale, features, usability, and an end-to-end view that cannot be offered by text and images alone.
    • Breaking news
    • Entertainment (cute puppies)
    • Product Reviews and How-To’s

Stats around the success of using video in email marketing:

  • According to a recent article released by B2C, when email and video meet, you can expect to see your email’s CTR and open rate to increase between 200-300%. Integrating videos with email enables brands to maintain an open line of contact with their customers.
  • Once a customer engages with a video, they have already shown a certain level of interest in the product or services the marketer has to offer, these viewers can then be easily converted into a funnel with the help of an opt-in form, registration, or download.
  • According to a report published by Forrester, including video in an email leads to a whopping 200-300 percent increase in click-through rate.
  • 46 percent of users take some sort of action after viewing a video ad, according to Online Publishers Association.

How merchants can use videos in their email marketing:

  • Use videos in email marketing to create an emotional connection with your customer by following some of these steps (full list of tips can be found here):
    • Make sure the introduction stands out
    • Over one fifth of viewers opt-out of a video if they are not hooked within the first 10 seconds!
    • Create a catchy video title
    • Focus more on the mission and less on the product
    • Make sure the video is mobile friendly
    • Educate your audience (think videos that offer advice, tips, informative content)

Video & Email Marketing Best Practices:

Overall

  • Within your email, include an image from your video and put a play button over top of it to mimic the look of a typical video player (Vidyard)
  • Place a call to action during, or at the end of the video that suggests a clear next step for your audience (Vidyard)
  • Using the word “video” in your email’s subject line can boost the click-through rate by up to 65%, increasing the rate at which your audience interacts with your website (Pardot)
  • Add the video to your website and link to it in the email. Having video on your website will increase the value your company gets out of SEO. (Pardot)
  • Keep your emails short and sweet and in a quick sentence, explain why your audience should watch your video. (Pardot)

Thumbnails

  • If there is a person in your thumbnail, use a smiling face (Wistia)
  • Make sure the play button stands out on the thumbnail — and don’t cover up a person’s face (Wistia)
  • Don’t choose a thumbnail that is blurry (Wistia)
  • Your thumbnail:
    • Should hint at the premise of the conten
    • Should compel viewers to click to discover mor
    • Can feature your branding
    • The play button should be prominent
    • Can indicate the length of the video, and
    • Should look awesome on any device screen size
      (Vidyard)

 

Want to learn more about working with EYStudios and Springbot?
Visit us at EYStudios.com/Springbot and fill out a quick form. We’ll be in touch ASAP!

 

References:
by VB Staff May 1, 2017
by Bonnie Harris  April 25, 2017
by Gabrielle Pickard-Whitehead May 2, 2017

Examples for Inspiration:

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