Some people love email marketing, others hate it. Regardless of your stance, there is no denying just how important the role of email is amongst digital marketers when it comes to developing their relationship with their audience.
The great challenge however, is standing out. How can you stand out in someone's inbox amongst dozen of other similar emails?
Video of course! Videos dominance is quickly rising, with Facebook and Google both placing major importance on the tool. Not created your video yet? Head over to the registration page, sign up for free and get started on your video animation today!
Read on to understand just how important video is to your email campaign and how to include it.
Should you use video in Email Marketing?
Having a video embed in your email will help you stand out from other emails. Email recipients want to be surprised. They want to be interested and there's no better way to do so, than with an online video. Below are 4 reasons why you should definitely start using video in your email marketing campaigns, collected by Email Monks and GetResponse.
- The word ‘’video’’ in your email subject can boost open rates by 19% and click through rates by 65%.
- People want to engage in a minimalist manner and video does just that.
- Having a video will increase the duration of time that subscribers read your email.
- There is also a 41% chance that subscribers will share or forward your email if a video is included.
Now that you have a greater understanding just how important video in email is, it's time to show you how you can combine the two.
Ways to include video in your email
1) Make it play inside your email (HTML5)
HTML5 is one of the more popular languages when embedding your video in email. By embedding your video, it means your subscribers can play and view it inside the email itself, instead of having to leave their inbox.
Although HTML5 is by far the most convenient method for your subscribers, there is one major setback. Roughly 58% of recipients will be able to play an HTML5 video, the other 42% will just see a fallback image.
You may be wondering why such a convenient technique has such a limited reach? Sadly, at this point in time, HTML5 is not compatible with all email clients.
If your subscriber list uses outlook.com, apple mail, thunderbird 13 or an IOS device then you are in luck, as HTML5 is supported. However those with Gmail and Yahoo unfortunately do not support embedding your online video. Gmail is by far the largest webmail client at this point in time with 40% market share, so before you choose HTML5, understand your subscriber's email client.
2) Use a static image
The second option is for you to add a static (still) image with a link to your online video. This is the simplest form of adding your video to your email marketing campaign and arguably the most secure. All the major email clients support images, therefore you won't have an issue with individual email addresses like with HTML5.
Embedding a video with HTML5 is relatively new. Before embedding video’s was even possible, digital marketers used static images as a way around the boring link and text. Most typically, the static image would be of the online video itself, forcing subscribers to think that the video is playable within the email.
If you choose to add your video through a static image, we suggest linking the image either to your official video sharing accounts for example Youtube and Vimeo, or linking out to your website or landing page containing the video.
3) Showcase your video with a GIF
For those of you who aren't yet aware what a GIF is, think of it as a image file that is both animated and static. It's a bit like a moving image. Right now, GIFs are in fashion. They are popular and loved, which is exactly why you should think about using them to add your video to your email marketing campaign.
Technically speaking, a GIF operates similarly to a static image, where by its purpose is to link your subscribers to your online video away from their inbox. However unlike a static image, you can use a GIF to indicate you are linking to your online video. We like to think of a GIF as somewhat the middle point between an embedded HTML5 video and a static image.
You can get really creative when adding your GIF. Gather a couple of friends, family or colleagues and brainstorm how to promote your video in the best possible way. Here's a couple of brainstorming techniques to help get you started! There are loads of online GIF generators out there for you to turn your video into a GIF. Try it out! GIFs are also supported by the majority of web clients including outlook, Gmail, Yahoo and IOS mail.
ALWAYS try send your subscribers to a website you own or an account you have full control of. Thinking about sending your video to your landing page? Make sure your video is on auto play. Your subscribers clicked your image/GIF to see your video so they are expecting to watch your video.
Which one of the options above will you choose? Let us know in the comments why you came to your email marketing decision!