Video Email Marketing: 8 Nuts & Bolts Steps to Remember

“Video Email Marketing offers a return 280% higher than traditional direct mail.”

– Gartner Research

Today’s cluttered digital landscape makes it a tough challenge to capture consumers’ attention and hang on for more than a split-second. Mixing up your mediums for repeated exposure through preferred channels can up the odds a lot. One method, incorporating video into email marketing, has proven itself to be among the most potent ways to increase email engagement, breaking through that clutter and demanding attention.

But behind that success are some nuts & bolts rules that can make or break a campaign’s success. Here are the eight top points to consider when trying to reach customers and build relationships with video email marketing:

1. Video Length:

Shorter is better. Keep your video under 60 seconds.

2. Content:

Make sure your video resonates with your audience and is relevant to your product or service.

3. Format:

Use a format that supports both web and mobile video. Smartphones and tablets are too common to ignore. So make sure your video plays in both HTML5 and Flash.

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4. Email Design:

Design your email so that video is the primary focus and is positioned above the fold. Your video should be up to 400 pixels wide. Your email should concisely state “what’s in it for them” and why they should watch the segment.

5. Lead Generation:

Consider adding a URL to the video to create immediate engagement and take viewers to your landing page. Or add a form right on to the video which viewers can use to subscribe directly to your mailing list.

6. Subject Line:

Your subject line copy should include the word “video” and tie into the segment’s subject matter.

7. Landing Page:

Design a landing page to create continuity. In other words, keep the audience with you. Don’t send them to YouTube!

8. Tracking:

Be sure to track open rates, play rates, shares, etc., and compare them to your traditional email campaigns.

Find out how to put video and all of the power of email marketing to work for your business, read StreamSend’s Agency Email Marketing Guide.

Author: Dan Forootan

Dan Forootan is president and CEO of StreamSend, an award winning digital marketing platform offering results-driven email and social media marketing, automated content curation and management, and behavioral automation.  A recognized leader in the digital marketing community, Mr. Forootan frequently speaks and moderates panels at leading industry events and has... View full profile ›

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Video Email Marketing: 8 Nuts & Bolts Steps to Remember