Marketer creates a video for an email campaign

Video in Email Marketing: Benefits, Use Cases and Best Practices

Lilit Yeranyan

Table of Contents

Do you want to find effective ways to increase engagement with your audience in the new digital era? 

If the answer is yes, you shouldn’t ignore the importance of video content because it’s leading in the market. This is true for email marketing as well because knowing how to use video in email marketing can boost engagement and bring great results.

Keep reading as we will speak about the key reasons why you should invest in video email marketing and give actionable tips on how to do it effectively.

Four advantages of using videos in email marketing

Video content has a significant impact on improving the effectiveness of email marketing campaigns. The reason is that it offers dynamic and engaging communication and captures attention in a more memorable way than images or plain text can. As a result, video becomes a preferable way to connect with email leads.

Don’t take just our words and pay attention to the surveys, which indicate that 78% of marketers mentioned using video increases ROI. So let’s speak in detail about what perks you can get by successfully integrating video in email marketing.

Camera on the desk

  ✔ Boost engagement   

By including videos in email marketing, you get the power to grab email recipients’ attention by message in a more visually appealing way and ultimately increase email engagement levels. And when you are doing a video marketing vs. email marketing comparison, remember that they also complement each other. Using their power together, you can increase the engagement of your email campaigns.

✔ Increase brand awareness 

In the competitive market, spreading the word about your products and increasing brand awareness can be challenging. Luckily, employing video in email marketing will let you successfully showcase your business’s personality and, as a result, increase brand recognition.

✔ Attract new customers and retain your existing ones

Using video in email marketing makes email copy engaging and visually appealing, and this way helps attract new customers and retain existing ones. Videos successfully showcase products and highlight their value. This not only helps increase audience retention but improves customer loyalty over time.  

✔ Increase conversion and sales 

Video content is an excellent source for conveying your message more efficiently by combining visuals and using the power of storytelling. So you can demonstrate the value of products or services in an effective way and, as a result, boost sales.                                                                        

When To Include Video in Email Marketing

After speaking about the benefits of using video in email marketing, it’s clear that it will be one of the biggest email marketing mistakes not enriching your email content with videos.

So let’s discuss cases when you should include video in your email campaigns.

Marketers create a video to show new products 

Demonstrating new products or services

There is a great chance that the products and services that you offer bring great value to people’s lives. But the question is how to communicate your value effectively. Creating product announcement videos is one of the most effective ways to do this. By doing so, you can share special details, demonstrate how your products or services work, and, most importantly, emphasize unique selling points. 

To make this process effective, start planning your video content. It includes deciding what key messages and benefits you want to highlight. Then start the video creation process, ensuring it is high-quality and engaging. Following these tips, you can create video content that captures email leads’  interest and increase the chances of converting them into customers. 

People create company culture video 

Showcase company culture

One of the fundamental factors that make customers decide whether to do business with you or not is company culture. So, showcasing your company’s values through video content plays a crucial role in building strong relationships with potential and existing customers. Therefore don’t hesitate to exhibit company culture with video content for email recipients.

Start creating videos that showcase your brand’s values, work culture, and team members in action. This way, you can set yourself apart from competitors and attract customers who share your company culture.

Share testimonials or case studies

Nowadays, customers are more vocal and expressive when it comes to sharing their feedback and opinions about products or services. Satisfied customers tend to share video content with their own social media profiles about their experience with your brand. 

By sharing those testimonials or case studies and incorporating them as videos in email marketing, you show the positive impact that your products have on customers. This way, you establish credibility and influence potential customers’ purchasing decisions.

Empower your brand storytelling

When you embed video in email, you get the power to tell stories more dynamically and convey emotions more effectively. So it provides a great opportunity to share a compelling brand story and empower your brand storytelling. 

There are several ways you can incorporate brand storytelling in email marketing. Start showcasing your brand’s personality, products, or services through videos. This way, you evoke emotions and generate curiosity.

Compelling videos have a higher likelihood of being shared on social media platforms. By including social sharing buttons and encouraging recipients to share your video content on their social media channels. This way, you can extend the reach of your brand storytelling.

Don’t hesitate to share success stories of real employees and customers in your videos to add authenticity and create a genuine connection with your audience. Lastly, utilize video email marketing platforms to leverage the power of video to tell compelling brand stories and enhance your storytelling capabilities.

Girl with megaphone

Announce upcoming events

Maybe you want to establish yourself as an authoritative company or build a database of potential customers. To achieve that, you may consider organizing a webinar or workshop. Then definitely, you should use video to encourage people to participate in your events. 

Include a video teaser or highlight reel in your emails. Thanks to videos, you can convey the atmosphere and value of the event better and immediately capture the email lead’s attention. Also, doing a video marketing vs. email marketing comparison and a combination of both powers can help to create a comprehensive and impactful event promotion campaign. 

Through compelling storytelling, you can convey the purpose, benefits, and unique aspects of the event. Overall, when you embed video in email, you make the invitation more memorable and engaging. This way, it encourages attendance and generates excitement for your event. 

Creating video for email campaign

Best Practices For Including Video In Your Email Marketing Campaigns

You may still wonder how to improve your efforts related to including video in email marketing. We offer several tactics to achieve this:

✔ Define your objective

One of the first steps you should take is to define your video email marketing goals. It can be to generate leads or share new product announcements. Having a clear goal can give you focus and direction and makes it easier to measure the success of your efforts.  

✔ Create a compelling thumbnail

In the next step, when you incorporate video in email marketing, choose an attention-grabbing thumbnail image for your video that hooks email recipients’ attention and inspires them to watch. This way, you significantly increase click-through rates.

✔ Keep it short and concise

It wouldn’t be a discovery to mention that people’s attention spans are getting shorter and shorter. So when you embed videos in email, keep them as short as possible.  

✔ Video email marketing platforms

Consider using the power of video email marketing platforms, as they are built to incorporate videos into email campaigns. They offer templates and video editing tools and track the performance of video-based email campaigns. 

✔ Optimize for mobile

It’s a tendency for more and more people to check their inboxes on their smartphones. Statistics indicate that 41% of email views come from mobile devices. So you need to ensure that you optimize videos for mobile viewing. In that matter, you can use responsive design to ensure the video adapts to different screen sizes. Also, don’t forget to test your messages on various devices before sending them.

✔ Include a compelling call to action

Encourage viewers to take action after watching the video by including a clear and prominent CTA. This could be a link to your website, a signup form, a purchase button, or any other desired action.

✔ Integration with other channels

Video email marketing will integrate more closely with other channels and touchpoints in a cohesive omnichannel strategy. Videos may be shared across social media, embedded on websites, or used in targeted ad campaigns.

✔ Test and track performance

In the last step, dedicate effort and time to testing different video thumbnails, subject lines, and CTAs. By discovering what resonates best with your audience and monitoring key metrics, you can improve the effectiveness of your video campaigns.

To sum up

Video in email marketing will continue to play a crucial role in the future of marketing. It will help businesses, regardless of their type and size, want to engage their audience effectively. So don’t hesitate to incorporate video in email campaigns to accomplish several business goals.

We discussed cases when you can employ video in email strategies and also spoke about the best practices.

Good luck with enhancing your email campaigns, and stay tuned for fresh articles with email marketing insights.


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