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According to the latest research in 2018, one-third of all time online is spent watching videos. Most businesses are aware of this and that is why they are incorporating video into their existing marketing strategies. Whether it’s used for promotional or communicational purposes, video content is something that people clearly love consuming.

The level of interaction with video is constantly growing and your marketing strategy needs to be aligned to establish a connection with your audience and see ROI.

For companies, there are no limits when talking about places where video can be integrated: websites, landing pages, promotional material, newsletters, digital ads, emails, and many more. If implemented the right way, marketing and sales professionals can enjoy many benefits of a video platform.

Here are four ways you can experiment with using video in your next email campaign.

embedding video in email infographic


Integrating video in marketing is a powerful way to promote and grow your business. Video is effective in fostering engagement and positively affects results such as click-throughs, shares, lead generation, and sales.

In fact, SocialMediaToday published an article stating that people are more likely to buy a product online after seeing a video (64%). This means that video conveys your marketing messages in an effective way and customers respond to it by taking a certain action.

The benefits of video in email

Around 270 billion emails are sent daily across the globe. In other words, there is a risk of around 270 billion misunderstood messages and communication attempts daily. Believe it or not, sometimes just one misunderstood message is enough to hurt your business or career. An average office worker receives around 120 emails per day and sends about 40 of them.

Most email inboxes are overloaded with important, not so important and promotional content. Ensure your email catches the attention of your recipient by including a video in your email which increases click-through rates by 200-300%. Also, by mentioning a personalized video in the subject line the open rate increases by 272%.

Showing your product or service in practice has a much higher chance of convincing viewers of their benefits. Studies show that after watching a video, viewers were 64% more likely to make a purchase decision.

Obviously, there is a lot of potential for video integration. Not only does it fit perfectly into email and newsletter platforms, it can also be integrated into a company’s website or have its own video marketing strategy for your business.

So, what are the ways of including video in a personalized email communication that a company representative has with its audience?

4 video ideas for your next email campaign

When you are introducing yourself to someone, the best way to do it effectively is in person. Unfortunately, most business communication can’t be executed in person, so people use various communication channels to deliver the message to their audience. One of the most effective channels for marketers is email communication. But emails that your company sends out don’t have to be filled with only text. Why not start sending video emails?

Consider adding a video to your next company newsletter. Or even creating an email campaign that will include videos? Engage your audience by delivering creative material to your recipients. Giving a video review of current trends or inviting your audience to come check out your upcoming seminar, conference or any other event is a great way of connecting with your potential and existing customers.

Videos in your newsletters or any email campaign that you’re planning to launch should be creative, consistent, informative and well incorporated in the whole email. Before you start recording, be sure you know the purpose of your video and where it will be placed in your email.

If it’s a welcoming message from your CEO, it should be placed at the top of your email. Otherwise, if it’s a short announcement of an upcoming event which you will thoroughly announce in the next email, incorporate it at the bottom of the email.

Video in email - introduction example

1. Introduction videos in email

Implementing a video in your introduction emails increases the chance that your recipient will answer and research more about your company and products or services it offers.

These videos are not meant to be perfect or be of the best production quality because they aren’t a result of massive production. On the opposite, these are very easy, one-off videos that anybody can create with a web camera or a mobile phone.

An introduction video should always start with a company representative greeting the potential customer by his/her name. That way you will add a personal touch to the communication and grab your recipient’s attention.

The length of your introduction video should stay under 45 seconds. Say your customer’s name, thank them for their interest, and give them the information they requested. Let the information in your video flow and don’t forget to add a call-to-action in the end.

With this type of video, your potential and existing customers will be able to put a face to your name and feel like they know you. This is a crucial step in achieving a deeper relationship with your customers that could lead to closing the deal faster.

2. Support videos in email

Video can even be added into your support strategy.

Imagine your team sending a video to customers facing an issue rather than talking to them on the phone or over email about it. It’s much more effective and easier to explain via video message.

After all, video is a visual medium. It’s focus is on showing instead of telling. When trying to help your customers, it’s crucial to give them what they need. The goal of every support team is to eliminate the issue and satisfy the customer. Providing your customers with a step-by-step video on how to make the best out of their purchase will make you reach your goal easier.

Video in email messages helps nurture relationships with customers and clients. By adding that personal touch with video, your recipients will feel more confident and connected to you. Consequently, building relationships that are based on that will ensure your company knows its audience and provides it with products or services that their audience wants and needs. Don’t forget, it’s impossible to achieve business success without knowing your audience.

3. Explainer videos in email

Did you know that 95% of people have watched an explainer video to learn more about a product or service? Explainer videos are very easy to record. Moreover, people love watching them. Almost 97% of marketers say a video has helped increase user understanding of their product or service. Gather the information your customers need in one video and show them how to use your product or service with a step-by-step approach. There are many ways to record an explainer video, but be sure to keep it creative, fun, simple and, of course, informative.

4. Testimonial videos in email

Email campaigns are a great place to share the satisfaction of your customers. People like reading customer reviews, but they love watching testimonial videos. Showing a customer’s happy face and letting them talk about their purchase and their experience will show your potential customers why you are the right company for them. For example, if you wish your target audience realizes numerous benefits your platform or software has for its users, customer testimonials are the way to go. Don’t miss out on many opportunities video integration has for your email communication.

Bonus: Search engines love video

What people want, Google and other search engines deliver.

For example, video content will always have a better ranking than photos and text, and nobody loves videos more than Google! Video is 50 times more likely to appear on the first page of search results than a traditional web page due to Google’s algorithm, which has completely transformed the search landscape, prioritizing rich and blended search results with unique content.

While emails aren’t indexed, videos that you create for email marketing can be repurposed on your website or on a video platform like YouTube. This allows them to be crawled, giving you the SEO value and giving your audience even more ways to interact with your brand.

Wrap up

Most people need visual aids to learn and this is why video stays in the viewer’s mind better than text. Viewers actually retain 95% of a video message as compared to 10% when reading the information. The body language and actions of people in a video convey messages in a different manner than text and have a stronger power of drawing emotions and reactions. Emotions and reactions play a big role in retaining information. The stronger the impact the video has on the viewer’s emotions, the higher the level of retainment. The higher the level of retainment, the better business results the company will achieve.

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About the Author Ivana Bjelica
This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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