Online marketing is evolving all the time and all the trends are pointing towards the continual growth of video.

There’s a good reason why Youtube gets 4 billion views per day, and that’s because video is popular: it’s often how people want to consume content. Knowing this, why wouldn’t you want to include it in your online marketing and give your audience what they want? But how can you use video effectively in email marketing? Read on to discover the answers to this question and more.

The power of video in email

A report by GetResponse found that using video in email resulted in 55 percent higher click-through rates, and an increase of 41 percent in sharing and forwarding, as well as 44 percent more time spent within the email.

Video in email marketing

These statistics are quite remarkable, and in my experience they’re accurate. Whenever a video is included in an email you see a huge increase in clicks. Even just using the word ‘video’ in your subject line increases open rates.

Do all email clients support video?

The simple answer to this question is no. Only 58% of email clients support video, and the rest will show fallback text. Apple Mail is one of the popular clients that does support video, but others such as Outlook and Gmail don’t. However, there are ways around this that still entice people to click that play button.

My preferred approach

The most successful strategy I use for my clients is to include a still image of a video with a clear play button over the top. I find that an image of the Youtube play icon works best for this as it’s the most familiar. Images are supported by almost all email clients, and you can hyperlink this image to send people directly to the page on your website displaying your video, or to your Youtube or Vimeo channel.

Video in email marketing

One thing you do have to keep in mind is that some email clients, such as Outlook, don’t load images as default. Therefore, it’s important to use alternative text with your image (such as ‘watch this video’) and also have an alternative call to action - such as a text link or a button - to get people to click play.

Use a video in your autoresponders

When someone subscribes to your email list, it’s a great opportunity to say hello and tell them more about your business. Autoresponders generally get great open rates, and you can make the most of this exposure by using a video to engage your recipient with your email and let them know your company story.

In conclusion

Using video in your email marketing is a great way to engage your audience and communicate your message effectively. Rather than limit your audience by embedding your video in your email, use a still of the video and hyperlink it to your website.

If you need help with using video in your email marketing call Marc on 0117 379 0044 or send an email to marc@winbox.co.