Using Video in Your Email Marketing Strategy: A How-to Guide

As marketers, we’re always looking for ways to do our jobs to the best of our ability. We want to help others succeed with our products and approach the audience on their level — all while growing engagement numbers. By using video in tandem with our email marketing strategy, we’re able to maximize efforts to get our audience the information they need, as well as create a lasting bond by showing off our human side.

Why video?

In today’s content heavy environment, getting your audience’s attention can be easier said than done. Using video to get your message across helps break up any content monotony in a fresh, personable, and engaging way.

Video also allows your audience to get to know you and your company, as well as brings them from their email account to your website. 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.

Cameraman filming a man sitting at a desk working on a computer

Pairing video & email marketing

Video paired with email marketing is a recipe for success, but how do you go about joining the two? First, choose your video. If you don’t have one yet, there’s no better time to jump in! Making your first video can be a breeze — just start with a guide. Your video should have information that’s valuable to your audience, showcases your personality and company culture, and is uplifting. That will leave your audience wanting more.

Getting the most out of your video

First things first—add your video to your website. When you email your video to leads, you’ll be able to link them to your website directly.

Having video on your website will increase the value your company gets out of SEO. You want people to be able to share and link to this video in the future, creating recurring value to new viewers.

When you have your landing page and video ready, it’s time to put it in an email. Keep your emails short and sweet and in a quick sentence, explain why your audience should watch your video. Then, drop in your thumbnail, link back to where the video lives on your website, and you’re ready to send.

Your thumbnail should be engaging and fun, feature people’s faces, and encourage folks to want to find out what the video is all about. Using a video thumbnail instead of embedding the video directly into the email will increase your email’s click-through rate. Embedding a video into the email takes away the mystery of your video, and keeps your audience in their email client instead of on your website. You want your audience excited to check out your website, and having an engaging thumbnail will allow them to do just that. Find some tips and tricks on choosing a great thumbnail on the Wistia blog.

Adding your video to a recurring email marketing campaign will provide the most value over time. For example, you can choose to include a product video in a ToFu (top of the funnel) email campaign. Every time you get a lead, you’ll be able to engage them with a video that explains your product and how to use it, establishing trust with your audience. If your video is more of a one-time send, such as a new feature announcement, feel free to send it to your whole list and watch that data shine.

After you’ve hit send, head over to the Stats page to see your data. You’ll learn who watched your video and where, how much your audience engaged with your video, and where folks re-watched or fell off. From here, you can make each new video better and better.

Have you used video in your email marketing strategy? What have been your key take-aways?

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3 thoughts on “Using Video in Your Email Marketing Strategy: A How-to Guide

  • That’s a cool idea! Thanks for posting. I was looking for ways to add something interesting to my email campaigns. I might give it a try. Perhaps it’s a good idea to pair it with landing pages in some cases. I’ll see how it works in my next campaign in GetResponse. Video can be a great opportunity. 🙂

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