Online video consumption continues to rise year after year. Studies show that it’ll increase to 100 minutes per day in 2021, compared to 84 minutes in 2019 and 67 minutes in 2018.
Many senior marketing professionals are taking advantage of this to communicate their message to leads. A study by Wyzol shows that 85% of businesses use video as a marketing tool. But the focus is mainly on social media marketing or website landing pages.
Video marketing in emails remains largely ignored.
There are over 3.9 billion email users worldwide. Despite these impressive numbers, marketers are yet to embrace the use of videos in email marketing fully. Let’s look at five reasons why you should make it part of your strategy.
1) Videos are highly interactive
A video allows you to address the viewer directly. You can share highly actionable content that’ll encourage them to interact with the brand.
You can achieve this by asking thought-provoking questions to make it more interactive. Trigger powerful positive emotions with your words and try to keep your videos short so that the viewer doesn’t get bored. For instance, you can break it down into a series of short videos that intrigues and excites. It will keep them anticipating your next video.
Ensure that you have a powerful call-to-action. It should be clear and actionable. Use a sense of urgency to encourage the viewer to take immediate action, such as ‘limited stock.’ Encourage them to share the video, and you can retain the new viewers by adding a contact form at the end of the video.
2) Video converts at a higher rate
Videos will increase your click-through rate. Wistia, a video software company, experienced a 300% increase in the CTR of emails that featured a video compared to those that didn’t. As the number of recipients who open your emails increases, conversion is bound to increase.
One of the reasons behind their high conversion rate is that videos appeal to multiple human senses at a go. But you need to create compelling videos to achieve this effect. They should be purpose-driven and have a clear and concise message.
Use visual proof, especially when your claims sound unbelievable, and try not to be too promotional. Use the word ‘video’ in the subject line. It’ll increase the open rate by 6%.
3) Builds trust and transparency
A video provides the opportunity to use a human, which generates trust. You can use a powerful customer testimonial to show the product you’re promoting is changing lives. Personal stories will always have an effect on the customer. This is because they can relate to it better.
If you don’t have a persuasive testimonial, add a personal touch to the video. Touch on the insecurities that are common among the age group of your subscribers. Try not to focus on the brand directly to make it more effective.
For instance, Dove’s marketing campaign redefined beauty. They didn’t try to encourage women to change how they looked with their products or influence them with models. Instead, they encouraged them to love themselves as they are. It touched thousands of women who are insecure about their looks. The video effectively created trust and transparency.
4) Provide more value in a video than an email
The easiest way to lose subscribers is by bombarding them with adverts and salesy language. You should always try to teach the customer something valuable. They’ll respond more positively to the product if they can learn something new and unique, and this creates value.
People learn better by seeing, which makes videos a better channel to provide value to customers than text. For instance, if you’re advertising car products, share a video tutorial of a DIY procedure that’ll be helpful to the viewer. Provide solutions to their pain points. Videos have the potential to go viral if they help the viewer.
Ensure that your video content is relevant to the demography of your audience. If you’re providing factual information, verify your sources. Inaccuracy can have a devastating effect on the brand’s image.
5) Videos are highly engaging
The average office worker will get around 120 emails a day. By leveraging video, you’ll stand out and grab the viewer’s interest in the brand. Unlike plain text, the subscribers are more likely to watch it until the end, especially if you hook them within the first five seconds.
Trigger their curiosity by giving them an idea of what the video is about. Show your viewers that you understand their problem and have a solution. Use a unique approach, such as adding a surprising twist or using a distinctive plot. Speak directly to the viewer and use eye contact.
Evoke an emotion using background music. There’s lots of royalty-free music you can use on a tight budget. Use music that matches the tone of your message.
It’s about time you considered video marketing in emails in your next strategy. It’s one of the best ways to increase conversion rates, improve engagement, and create highly interactive content. And if you play your cards right, you could build trust in the brand and use the video to create transparency.
Keep your videos short and capture the viewer’s attention in the first few seconds. Think outside the box and provide the unexpected. Use stories to appeal to your viewers’ emotions, and always provide subscribers with valuable content. Follow these tips, and you’ll be successful in building brand awareness and loyalty in your marketing campaigns.