Email marketing with videos is the next level. Video offers subscribers interactivity which piques curiosity, increases engagement, and retains customers.
Snov.io, a platform for customer relations management (CRM), conducted an audience survey with marketers about email marketing videos. The results proved to be astonishing.
It was found that attaching video to an email can lead you to 200-300% more click-throughs (CTR). Using the word “video”, in the subject, increases open rates by 19% while overall CTR goes up by 65%. 
It’s even more impressive to note that marketers claimed that email videos cut down on unsubscribes 26%, while over half of subscribers (54%), prefer emails that include videos. 
Video is not only simple to consume but also a great way to stand apart in an inbox. Loom, a highly-tech and simple-touse editing program that allows you to embed YouTube videos easily, is an excellent way to take advantage of this trend.
Here’s a guide for creating engaging emails marketing videos.
How to incorporate videos into email marketing
You may say that you need video content but seamlessly deploying it is a different thing. Here are the steps to making it happen.
Use a screenshot or still image with a play button overlay
Take a screenshot from your video while it is playing and upload it to Canva, Add Play Button To Images or another editing program. Next, overlay the “Play” button on top of your image.
In your email, paste an image and link to where the video is located. This format clearly marks the video content and redirects the viewer towards your video.
Make your own gift
GIFs can give you endless entertainment. They’re much easier to make than you think. Imgflip or EZ Gif can be used to create thumbnails of your GIFs and then edit them using free software.
You will be able select the frames you want to highlight. Make it look good. Finally, create and download your GIF. Drag and Drop the short marketing video in your email draft to link the full version.
Add a play-button to your GIF for an extra effect and more click-throughs.
Use A GIF & Still Image Hybrid – AnimatedPlay Button Overlay
This step is slightly more complicated but still extremely effective.
Upload the same still photo or screenshot taken from your video to Canva. Choose the project size you prefer.
Choose “more” on the menu bar to the left of the project. Canva is now connected to Giphy. You can search for “play” and find out what you get. To find uncluttered animated GIFs, add “sticker” in your search.
Now download your new video, and upload it on Imglfip or EZ Gif. Once the GIF is created, copy the image address. As a URL, you can insert an image into your email client.
The only thing left is to link this photo to the complete video.
Email service providers make it simple
The customer email management platform makes adding video easy. You can paste a link to your YouTube, Wistia and Vimeo video directly into your email.
Recommendations for Email Platforms
If you are using Gmail Desktop, a link to the video is embedded as an attachment. If clicked, the video will play in their inbox and not redirect.
Now that you know the how, let us get inspired by the what!
Engaging Video Newsletter Ideas
The best email videos are either simple recordings, or high-quality productions. Each one has its place. Start by creating a content strategy with specific sequences or campaign goals. Next, create videos to match each stage in the customer’s email journey.
To make new connections or create a genuine introductory video, record a short clip with background about you and your company. You should make your offer if you are talking to hot leads.
Make Your Experience More Personal
A segmented list allows you to provide specific video marketing content to your target audience. Videos allow for a much more dynamic approach to personalization.
Make Exciting Announcements
Is there big news? Or even little news? You can announce it with an exciting video. Let your audience be excited about your journey by sharing it! Join them on this journey!
Neue team members
It doesn’t necessarily have to be a major change in order to make it exciting for people and create a buzz in their inbox.
Displays of company culture will humanize your brand
Do your employees and contractors work well together? Are your employees and contractors willing to share their love for working with you or your brand?
Take a video of it and email it to your subscribers. Create a sense if community with your audience.
Connect Directly with New Leads
Congratulations! Congratulations! You don’t have to send an email with boring text. Instead, use video to introduce yourself and begin a real conversation.
Do not sell too soon. This is about creating a bond and instilling a sense belonging. Ask them about their motivations, strengths, and weaknesses. Learn about them.
Delight and educate
Your audience is on your email list for a reason. They believe they will gain something from your digital relationships. They are wrong!
Produce educational and valuable content that is practical and useful. Consider these ideas:
Recipes that can be eaten or used as a basis for theory
You can create these commercial videos according to client goals, obstacles and desires. You will then be able to solve the problems they are asking and demonstrate your worthiness.
Tell A Story
Stories are powerful! Stories are powerful. They can help you understand yourself better.
Inspire them to persevere through any obstacles and have repeatable successes. Show them why you want to keep them in your orbit.
Snov.io found that 90% of users had seen a video, which helped them make a decision and influence their buying behavior. You have a winning combination.
You are selling something. You should show, not tell, about the product’s features or benefits.
Share Wins and Case Study
Video is a powerful tool for showing social proof. You can ask your client to record a small clip of their winnings, for example, if they have closed a significant deal.
Customers and clients who are willing to share their personal experiences with prospective leads are the best way to ease concerns and overcome obstacles. They want the truth about your brand.
Promote Your Next Best Deal
Don’t neglect your existing customer list! Your customers will return if you live up to your promises and are helpful to them.
Your inbox can be turned into an ATM by using the right tools. With the increased engagement and CTRs offered by video, your chances for another conversion are greater.
But you cannot sell everything. Be sure to keep your subscribers happy before you send them the next big offer. They will need to hear from your company just as frequently as people who haven’t bought yet.
Keep them on the top of your game and keep them busy in their inbox.
GIFs Are Videos Too
It’s said, “A picture speaks a thousand words.” But I don’t know the exact ratio but I would be willing to wager that a GIF is worth much more.
GIFs will not have as much impact as a full movie, but creating your own GIFs elevates your brand image. GIFs offer “a moment” for quick movement or expression.
These animated and engaging elements are easy to remember and can be used again and again. You can share a GIF and your brand will benefit.
You can be creative! Get creative! You can make a GIF.
Behind the Scenes
Everybody enjoys peeking behind the curtain! Allow viewers to experience “a day in your life”, as you, your employees, and your company.
Don’t stress about it! These can be tried on to see how they feel.
Your design team is hard at work
A brand photoshoot
The manufacturing process
Conferences and events
You should show your good and bad sides. Don’t be afraid of the coffee spillage in the breakroom or the glitch during a Zoom conference. The more honest and raw you can be the better.
Email Video Best Practices
It’s all about the details! These recommended practices will ensure the best results.
Video Content to be Announced Now
In order to get clicks, add “video” to the subject of your email. If you don’t have a subject, you can use preview when it is available.
Don’t go cheap
An iPhone video won’t make the same impact as professional productions if your product is new or you have a great story to tell. You should hire pros to create a memorable and polished experience.
Optimize For Mobile
Let’s face the facts, both professionals and consumers spend a lot of their time on smartphones. Before you send emails, make sure to preview them. You can then make adjustments to enhance your mobile user experience.
A clear, concise and click-worthy call to action
What do they get after they click? A catchy CTA can incite viewers to take action immediately. Use text overlay or text inside the email body.
Place Video in The Last Two-Thirds Of Your Email Content
Don’t give out the keys to the castle immediately. Talk it up and put the video a bit further below.
Sound should not be used
You can be seen as an intruder if you are constantly checking your inbox. Do not make it worse by making loud or obnoxious comments.
You can create content that subscribers love and they will share it with others without you asking. Sometimes, a hint helps. You can use stickers or text overlay to ask others to like and share your video content to encourage sharing.