May 10
27
Why Use Video Email Marketing?
Are you a business owner that has relied on email marketing to engage your customers? Are you currently using traditional text-only emails to reach out to your clients about new offers or services? In this article, I’ll give you reasons why you need to consider adding videos to your email and the company that helps you put your new marketing strategy to work.
Did you know that video viewing increases the recipient’s engagement by adding context to products and building brands? If your video features you, YOU are the brand and you are branding yourself. This is exactly what you want to do. If you feel silly in front of a camera, you will get over this once you’ve done a few (hundred) takes. If you absolutely can’t get over your shyness, then you could make a video of you or a staff member doing a demonstration of the product or service you want to feature.
As is usual with any technology, over time cost comes down and makes it more affordable for everyday use (remember Plasma TVs when they first came out?). The same is true for video email – you can now send video emails for just pennies each, making it a very affordable way to stay in touch with your clients.
According to David Daniels, who at the time of the following quote was the VP and Principal Analyst at Forrester Research, “Video in email can increase click through rates by as much as 2x-3x.”
One company, called eBags, claims to have seen a 65.5% increase in year over year sales when using video vs non video emails, according to a June 2009 study. SAP claims to have increased their click through rate from 7% to 32% (January 2009).
Email marketers need to differentiate themselves in the inbox by using more thoughtful strategies and tactics. You can no longer just send an email and expect that it will get opened, your subject line is crucial to the success rate of your email being opened. Plus, do you know what words to avoid so your message isn’t considered spam? You can do a search in Google for “Spam words for email”, but here is a link I found that is useful: http://blog.mannixmarketing.com/2009/08/spam-trigger-words/
Video email also brings a third dimension to what has traditionally been a two dimensional experience. Because of this reason, video email makes a strong first impression.
Reminder when sending a video email – instruct the viewer why it is you’re sending the video email and what you want them to do! Should they call you to confirm their appointment? Should they click on the included link to your website for a special offer? Should they forward the email you’ve sent to others that might be interested in your services? This is called a Call to Action and isn’t that the reason you’re sending the video email in the first place? You want the viewer (client) to either call or buy or email back. There are reasons why you wouldn’t have a CTA (Happy B-day, to say Thank You, etc.), but your primary goal is to get the viewer to respond.
To maximize your recipient’s experience when watching your video email, make sure to adhere to some rules that will keep them coming back for more. First off, your videos should be around a minute long, unless you’re demonstrating a particular product. If you are demonstrating something, you might need to include subtitles or text to maintain the viewer’s attention.
Don’t feel that your video has to be perfect! People realize that you’re not a professional in the video arena so do your best to convey your message. If you have the occasional stumble, that’s okay, that’s how people talk and we are all used to making gaffes and blunders.
If you are ready to take the plunge into video email marketing, click on the link below my name and watch Video 2 to get an idea of how video email marketing can take your marketing campaign to a whole new level!
All my Best,
