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Video em email marketing

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Video em email marketing

  1. 1. Video em email marketing In this file, you can ref free useful materials about video em email marketing and other materials for video marketing such as video marketing tips, video marketing tools, video marketing sites. If you need top free materials below, please visit: · Top 21 tips for video marketing · Top 31 sites to upload your videos · Top free 7 tools for video marketing I. Video marketing content for you! 1. You can embed video in emails. But just because you can, does it mean you should? For a long time the possibility of playing video directly within an email had such limited support it wasn’t an option worth considering. The classic approach has become to include a still image of the video and a play button, which when clicked takes you to a landing page. The video doesn’t play inside the email. Smartphones and in particular iOS supports video within the native email client using standard HTML5. This plus the fact that 50% of all emails are read on mobile devices means the question of whether to use embedded video or just link to video from the email is once again relevant to ask. Video marketing. Free pdf download examples Page 1
  2. 2. So the question is, it worth displaying your video using the new techniques today? Simple animation using GIFs, including showing a few video frames or using a cinemagraph has been successfully used in emails to increase customer engagement. Such as this 109% uplift by Dell using gif animation to show off a product feature. Since full video is the logical extension of animated GIFs embedding video in email and making it playable is a no-brainer. Right? Customers open up the email and get treated to seeing a video play. My good friends at Email on Acid have tested use of the HTML5 video autoplay attribute and no email clients support it. Shame. That means that unlike animated GIFs, a video can’t be set to automatically play when an email is opened. So to get a video to play from within an email needs a click. The killer question is what happens once the customer has watched the video? You need another click since you still have to get the customer to your landing page. That means getting two clicks from the customer. Putting a strong call to action at the end of an embedded video to help get the second click won’t do it. Analysis of the stats published by Ken Magill shows that only 25% of viewers watch to the end of embed video. So 75% of customer won’t see a call to action at the end. Email is just a stepping stone to take a customer to a landing page where the journey can continue with deeper engagement, whether that’s a download, getting a quote, exploring products and solutions, filling in a form or making a purchase. None of this can happen in an email. You have to get the click through. Video marketing. Free pdf download examples Page 2
  3. 3. Putting extra clicks in the way of a customer decreases conversion. Amazon created 1-Click because they found this out years ago. o Embedding a video in email means two clicks are needed to the landing page. One to watch the video and one to clickthrough to the landing page. o Using the classic static image with linked video approach and auto-playing the video on the landing page means just one click is needed to the landing page. Embedded video could make sense if the rest of your email is heavily personalized with dynamic content used to target content precisely. Getting the clickthrough too early to the landing page would mean dumping the customer into generic content rather than keeping them reading in the email where the message has been tailor-made. For the majority the best solution is to stick to a classic static image and linked video with auto-play on the landing page. To help get the one clickthrough to play follow these tips: o Pick an engaging frame from the video to show as the static image. That may not be the first frame. o Overlay a play button on the frame image. YouTube have trained everyone to know exactly what the button means and does. o Make sure the video content supports the overall message in the email. A video off topic won’t help your marketing objective. o In the email copy explain in a couple of lines the value of watching the video, give people a reason to play. o Make sure you auto-play the video on the landing page for traffic arriving from email. After all if they clicked Video marketing. Free pdf download examples Page 3
  4. 4. through they wanted to watch it. Services such as Wistia make this easy to do. More advanced still, use a hybrid approach In the email use an animated GIF rather than static single video frame image, but still showing a play button. The animation can be of a few selected video frames, as in the example show from French Connection, or a few seconds of the video at reduced frame rate. The motion in the email tempts and teases customers to watch the full video with audio on the landing page. In summary, to eliminate a click from the customer journey and to get customers to your ultimate goal faster, stick to playing video on your landing pages rather than embedding it into an email. Video marketing. Free pdf download examples Page 4
  5. 5. II. Video marketing tips #1: Make your title count Just like a headline to a blog post, video titles can pull powerful traffic. There are two main reasons why the title is so important. One, a great title can instantly grab a viewer’s attention. Two, when you use the appropriate keywords in your title, you are more likely to show up on search engines when people are searching for your topic. And remember Google owns YouTube, so there’s a story connection between video and searching. #2: Provide excellent content Take some time to think about your ideal viewer. What do you know that they’ll find valuable? What can you teach them? “How-to” videos are extremely successful because not only do they offer great value to your viewer, but also you’re able to showcase your knowledge and skill, thus positioning yourself as an expert. This is key as you continue to grow your brand. #3: Include your URL in your video When you edit your video, take advantage of the different editing features. One easy feature is to add a text box to your video. This is where you can display your website address and it’s a great way to get exposure. Video marketing. Free pdf download examples Page 5
  6. 6. Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she used a text box in her video to display key information, including her website URL at the end of her video. Smart move! #4: Take advantage of video’s branding opportunities For branding purposes, have your company logo displayed prominently somewhere on the screen. You can do this at all times, or during key times in your video. In the image below, notice how the company logo is displayed in the upper-left corner. You can display your logo throughout your video or only at key times. #5: Always provide an HTML link When you post on YouTube, you have the option to write a short description of your video. Always start with the link you want to drive your viewers to so you don’t miss this key opportunity. Here’s a snapshot of the description boxes from one of my YouTube videos. Notice the placement of my website URL (it’s the first thing you want to put in the box!) and the keywords I used in my title as well as the description. #6: Go beyond YouTube Most people post their videos on YouTube. In addition to this, make sure to always embed your video on your own website. This will increase the amount of time people spend on your website and help grow a captive audience. Video marketing. Free pdf download examples Page 6
  7. 7. Also, Google’s algorithms consider how many times a video is viewed, and embedded video views you receive get added to the ‘views’ tally on YouTube. This is important for showing up in Google search results! Video marketing. Free pdf download examples Page 7

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