Video marketing is the next step in creative inbox delivery. Video provides subscribers with an interactive element that sparks curiosity and encourages engagement.

Snov.io, a customer relationship management platform (CRM), conducted a survey of its marketers to find out their opinions on email marketing videos. The results were amazing.

The researchers found that attaching a link to a video can increase click-through rates by 200-300%. Additionally, just using the word “video” in the subject line can increase open rates by 19% and overall CTR of 65%. [1]

Even more remarkable is the fact that marketers reported that videos in email reduced unsubscribes by 26 percent, and that over half of their subscribers (54%), preferred emails with videos. [2]

Video is easy to consume and can be used to make your inbox stand out. This trend is easy to catch with high-tech, yet simple-to use editing software like Loom or easily embedded YouTube videos.

This guide will show you how to create engaging emails marketing videos and how they can be integrated into your next campaign.

How to Incorporate Videos in Email Marketing

It is one thing to say you need video content, but it is another to seamlessly deploy it. Here are some ways you can make it happen.

You can use a still image or screen shot with a Play Button overlay

Take a screenshot as your video plays. Upload it to Canva or Add Play Button To Picture. Then, overlay the “Play” arrow on your image.

Paste an image or copy it into an email. Then, link to the location of your video. This format clearly identifies that the content is video and redirects viewers to your video.

Make Your Own Gif

GIFs are endlessly useful and easy to make. Imgflip, EZ Gif and other free tools allow you to create and edit GIF thumbnails directly from your videos.

The tool allows you to select the frames that you wish to show. Once it is done, your GIF will be generated and downloaded. Drag and drop the marketing video to your email draft. Then, link to the full version.

To give the illusion that your GIF is full, add a play button to the top of your GIF. This will increase click-throughs and encourage more people to click through.

Use A GIF and Still Image Hybrid to Create Animated Play Button Overlay

This is the second step, but it’s still very effective.

Upload the same screenshot or still image from your video to Canva. You can choose the project size you prefer. I prefer the YouTube thumbnail option for video marketing content.

Click “more” in the menu at the top of your project. This will connect Canva to Giphy. See what you find by searching for “play”. Add “sticker” to your search results for animated GIFs without the background.

Download your video now and upload it to EZ Gif/Imglfip. Copy the address of your GIF once it has been created. Last, add an image to your email client as URL.

You just need to link the image to the entire video and then you can go to the races!

Email service providers make it easy

Video can be added to customer email via most of the available management platforms. Many platforms allow you to copy a link from YouTube, Wistia or Vimeo and then install it in your email.

These are the top email platforms:

Active Campaign

HubSpot

ConstantContact

GoHighLevel

If you are using Gmail desktop, a pasted video link is attached at the bottom. It will be played in the user’s inbox instead of redirecting if clicked.

Now that you have the how, let’s get started on the what!

Engaging Video Newsletter Ideas

Email videos that are successful can be either simple recordings or elaborate productions. Each has its place. Create videos that match the customer’s journey through their inbox.

For cold or new leads, you should record an authentic introduction video that includes background information about yourself and your company. Hot leads are ready for you to make an offer.

Get a More Personal Experience

You can segment your list to send them video content that is relevant to their interests. Videos offer a more dynamic way to personalize and engage.

Get Exciting Announcements

Are you looking for big news? Or even little news? An exciting video will announce it! Your journey will inspire others. Begin the journey with them!

Ideas for announcements:

New product

New service

Team members are welcome

Upcoming events

Exciting collaborations

Rebrand

It doesn’t need to be huge to make it interesting and generate some buzz in their inbox.

Showcase your company culture to humanize your brand

Are your employees and contractors able to work well together? Are your contractors and employees happy to tell you how much they love working for your company?

Send it to your list and capture it with video. Create a sense of community among your audience by humanizing the brand and putting faces on the names.

Get in touch with new leads directly

Congratulations! Congratulations! Send a more interesting, text-based email than you would normally. Instead, start a conversation by introducing yourself via video.

Do not sell too quickly. It’s about building a relationship and instilling a sense of belonging. Ask them questions about their goals, who they are and where they struggle. Get to know them.

Learn and delight

Your audience is on your mailing list for a reason. They are confident that they will benefit from your digital relationship. Be the proof!

Make educational and value-driven content that is tangible helpful. These are some ideas to consider:

Technical tutorials

How-To videos

Framework details

Strategic plans

FAQ compilations

Recipes, edible and theoretical

Industry-relevant guides

These commercial videos can be tailored to meet client needs, obstacles, or desires. You can then solve their problems and show them how indispensable you truly are.

Tell a Story

Stories are powerful! Stories about brands, success stories with clients, and stories from founders and you all help the viewer to understand who you really are.

Encourage them to overcome obstacles and achieve repeatable success. Demonstrate to them why you want them to stay in your orbit.

Promotions for Product

Snov.io’s research into email marketing found that 90% of users were influenced by a video and that it helped them make a purchase decision. This finding, along with the one mentioned above, indicates that users are more likely to open emails and have higher CTRs. It is a very profitable combination.

You are selling something. Video is a great way to demonstrate the features and benefits of your product.

Share wins and case studies

Social proof can be demonstrated through video. Ask your client to share their success if they close a large deal.

Prospective leads can benefit from the first-hand experiences of clients and customers. They want to know the truth about you and your offer.

Get your next best offer up-sold

Don’t neglect your existing customer list! They will buy from you again if you keep your word and help them.

Your inbox can become an ATM if you use it correctly. Your chances of another conversion are higher due to the higher engagement and CTRs video offers.

You can’t always sell everything. Keep nurturing your subscribers before you launch your next big deal. They should hear from you as often as they haven’t purchased from you.

Keep your mind at the forefront of their minds and keep them interested in their email inbox.

GIFs Are Videos Too

It is said that a picture is worth a thousand letters.

Although they may not have the same impact as full videos, creating custom GIFs can boost your brand’s image. GIFs allow for quick expression or movement.

These dynamic and memorable elements can be reused and remembered. A GIF can be shared and used to promote your brand.

Be creative! Have fun! A GIF can create an experience.

Behind the Scenes

Everybody loves to see behind the scenes! Let viewers go on a “day in the life” journey with you, your team and your company.

Do not overthink it These are great for a test drive:

Design team hard at work

A brand photoshoot

The manufacturing process

Team meetings

Events and conferences

Be open to the good, the bad and the ugly. Do not be afraid to admit that you spilled coffee in the breakroom, or that there was a technical problem during a Zoom meeting. The more real and raw you are, the better.

Email Video Best Practices

It all comes down to the details. These are the best practices to achieve maximum results.

Video Content Announced Right Away

To get those clicks, include “video” in your subject line. If the subject is not your email, you can use the preview function if it’s available.

Do not buy cheap

An iPhone video will not have the same impact if you are launching a new product or telling a compelling story. Hire the professionals to create an unforgettable experience.

Optimize For Mobile

We all know that professionals and consumers spend a lot time on our phones. To ensure that your email visuals are still readable on a mobile device, preview them before you send them. Make any necessary adjustments to improve the mobile user experience.

Clear, click-worthy calls to action

What are they going to get if they click? To incite the viewer, use a catchy CTA that will prompt immediate action. You can use text overlays or text within the email body.

Include video in the last two-thirds of your email content

Do not give the keys to your castle away right away. It’s okay to talk it up first, and then drop the video a little further down.

Do not use sound

It can be considered an intrusion to someone’s email system to hop in their inbox. Don’t make it worse with obnoxious sounds.

Encourage sharing

If you make content that your subscribers love, they will share it without asking. Sometimes a hint can be helpful. To encourage sharing, use text overlays and stickers.