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Video em email marketing
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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.
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So the question is, it worth displaying your video using the new
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
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
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.
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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
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
o Make sure the video content supports the overall
message in the email. A video off topic won’t help your
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
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.
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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
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
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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.
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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!
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