![]() Check the transition from email to videoįirst, make sure that the transition from email to the landing page is seamless by ensuring the video is set to auto-play, that the video is clearly visible above the fold on your landing page, and that the videos size isn’t too large that will cause slow load times. Optimize your video marketing for engagementįinally, once you have established your goals and filmed that perfect video, you now need to optimize your audiences experience to ensure you are driving attention precisely where you want it. I’ll leave it to the team over at Vidyard who show us how you can easily shoot high quality B2B videos on your smartphone for under $250. To produce a video that falls somewhere between your grandparents trying to figure out video conferencing and Mad Max: Fury Road, you need to keep in mind four key things: Other times, though, a touch of flare and production quality is important to inspire trust and encourage engagement throughout the video and into the next step in the journey you want to send your audience on. Sometimes a webcam video is enough, and in fact it can be a great way to show a personal touch if you are looking to personalize video in your email marketing strategy. If you’re goal is to drive sales, what call to actions are you baking into the video to direct people to purchase pages? If you’re goal is to simply increase the number of views, what are you doing in the first 3 seconds to capture the attention of the user and incentivize them to stick around for the whole video? Film quality video content for your email Sometimes, a 7-10 second video is all you need to show your great new product, and sometimes an in-depth tutorial or course is exactly what your audience is looking for. Even Tommy Wiseau had something resembling a plan.įirst off, what are you hoping to accomplish with your video? Are you trying to get users to try a new feature? Are you promoting an upcoming event? Do you have a new product that you want to show the world? Or maybe you just want to drive as many views as possible to your video.Ĭreate the right content for the goal you are trying to achieve. Just like any marketing tactic you explore, you need to identify the goal of your campaign before getting into the weeds. There are three major steps you will need to take to make the most out of your campaigns: establish your campaign goals film quality video content, and optimize for engagement. Once you’ve decided that yes - I am going to be a video marketing guru and start including video in my email campaigns, the work has just begun. Key steps to pairing video with email marketing In this case however, autoplay videos works well, primarily because the user has already indicated interest in watching a video by clicking the play button, so you’re completely within your moral universal internet rights to autoplay your video. This is especially true if you’re on a phone and your precious data is being eaten up. The million-dollar question though is this: do you autoplay the video or not? In most cases, autoplay video is frowned upon, it’s annoying when you land on a page and all of a sudden a video and its audio start playing when you weren’t expecting it. You can also simply use a static image coupled with a play button superimposed on the image to indicate to your audience that selecting the play button will send them directly to a video. The goal is that your readers click back to your website, not to stay within the email. So, having the ability to attract users to your landing page where you can incentivize further engagement is much more attractive to marketers than embedding the video in the email itself. Your audience has become accustomed to short snippets of video previewing the content they are about to watch, including previews on major streaming platforms like YouTube and Netflix.Ī major goal of all email marketing is to, of course, have your audience engage further with your content, products, or services. ![]() The best way to leverage the power of video in your email campaigns is to use animated GIFs to drive attention to the most seductive of internet activity: moving images. An alternative to video in email: Animated GIFs & Thumbnails While this was four years ago, unfortunately email clients haven’t changed all that much, and video embedded within an email is still not the best practice.
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