Email marketing remains one of the highest converting digital marketing channels. But cutting through crowded inboxes to engage audiences requires creative content approaches. This is where embedded video can make all the difference.
Statistics show 80% of marketers utilize video in email campaigns. Why the enthusiasm for video email?
Key advantages like 53% higher click-through rates tell the story.
In this comprehensive guide, we‘ll explore why video works, then cover step-by-step instructions to embed video in emails like a pro.
By the end, you‘ll have the knowledge to produce engaging video email campaigns that captivate audiences and drive results. Let‘s get started!
Why Should You Embed Videos in Your Emails
Here are five reasons why video emails are altering the future of email marketing:
1. Boosts Engagement and Emotional Connection
Plain text emails might inform audiences, but video emails captivate them. Playful product explainers, touching customer stories, or inspiring brand manifestos all foster powerful emotional connections with embedded videos via email.
2. Drives Higher Conversions and Sales
Emails with embedded video wield major influence across the sales funnel, capturing attention to push contacts closer to conversions. On average, video emails deliver conversion rates 53% higher than non-video emails.
3. Improves Brand Awareness and Growth
Nothing tells a brand story better than embedded videos sent directly to opt-in subscribers. Video emails humanize your company and showcase authentic values better than any press release. Video establishes brand voice and tone exponentially faster than static copy.
Even weeks later, viewers retain 95% more content from video compared to reading. And compelling videos get shared rapidly via social media. Email videos give you content others organically promote far and wide.
5. Supports Multi-Channel Campaigns
With the same video assets, you can layer email alongside social media and paid efforts. Distributing videos through multiple avenues expands reach while email preserves owned media benefits.
Now that you know why video works magic, let‘s explore best practices for creating stellar videos.
How to Make Effective Embedded Email Videos
While every brand must define their signature style, these principles drive professional results:
Video Length Best Practices
- 60 seconds is optimal. Attention fades after one minute.
- 120 seconds should be your maximum.
- Videos under 30 seconds also see high completion rates.
Production Style and Content Guidelines
- Avoid hard sells. Entertain or educate subscribers instead.
- Incorporate branding to boost familiarity.
- Highlight customer success stories to build authenticity.
- Ensure inclusive casting and settings to appeal to diverse audiences.
Critical Accessibility and Compliance Considerations
- Closed captions make audio portion digestible for those with hearing challenges.
- Visual descriptions enable understanding for blind audiences.
- Easy opt-out mechanisms satisfy CAN-SPAM Act in the US.
- Clear sender details further alignment with anti-spam laws.
- Concise privacy policy links build subscriber trust.
Tips for Optimizing the Viewing Experience
No one enjoys buffering. To maximize perceived quality:
- File compression prevents overly large files.
- Pre-loading cues part of videos during lead up to play.
- The first 5-10 seconds are critical so ensure ideal audio levels, visual fidelity, and engaging opening hook.
Now let‘s switch gears to the tactical how-to!
Step-by-Step Instructions for Video Email Embedding
Follow these proven steps for flawless execution:
Choose Your Video Hosting Platform
YouTube and Vimeo lead for a reason – both enable excellent third-party sharing capabilities.
Pro Tip: Upload your video as Unlisted rather than Public to prevent random search discovery while still allowing access for recipients through your email content embedding.
Export and Upload Your Video File
Render final videos from editing applications like Adobe Premiere as .MP4 files under 10MB.
Create a Compelling Thumbnail Image
Your play button. Strategically select an intriguing freeze frame and overlay a contrasting CTA like "Watch Video".
Copy the Direct Video URL
Locate share options within platform UI. Click copy link button to grab URL.
Insert the Thumbnail Into Your Email Body
Either inline with text or aligned center – whatever matches your broader email design.
Hyperlink the Thumbnail to Video URL
Use email editor link tool to make the entire thumbnail clickable.
Insert a YouTube or Vimeo Fallback Image
In case certain email clients block embedded videos, this provides a branded still frame backup.
Surround with Supporting Copy
Briefly summarize the video purpose and value proposition. Inspire clicks!
And that‘s the process! Now some pro tips to maximize video email success…
Proven Best Practices for Embedded Video Emails
Carefully Craft Subject Lines and Previews
Convince subscribers the content merits their click. For instance:
Subject Line: [Must Watch] Key to Stress-Free Client Meetings
Preview Text: Our CEO shares her favorite relaxation ritual for staying cool under pressure in this 60 second video. Learn alongside her by pressing play below!
Obsess Over Deliverability
Excessive link density, oversized files or images, and other technical issues equal deliverability obstacles. Keep it clean!
Always Analyze Performance
Platforms like MailChimp make understanding unique open rates, completion percentages viewed, clicks, and conversion actions easy. Let data guide your future video email content strategies.
Key Takeaways and Next Steps
Here are the core lessons to remember:
- Well-crafted video emails drive substantially higher subscriber engagement and conversions
- Maintain length under two minutes with polished production style
- Follow the best practices covered above during creation and embedding
- Analyze performance data to refine your next video emails
Now that you‘re a video email mastermind, the tools are in your hands to connect with audiences in vividly compelling ways. Start crafting your breakout video email campaign today using the advice in this guide!
I hope you found this helpful. What future email marketing topics would you be interested in learning about? Reply and let me know!
To your success,
[Your name]
