The document discusses best practices for using video in email marketing. It finds that emails with video performed better, with a click-through rate that was 54% higher on average than emails without video. It provides tips for email video marketing, including using a still image with a play button, split testing splash screen images, letting the video do most of the work with little accompanying text, and using animated GIFs.

1. Email marketing video
In this file, we share with you all information that related to email
marketing video such as video marketing tips, video marketing tools,
video marketing sites.
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· 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!
Even though embedded video in email still presents a challenge for
marketers when it comes to email client-support, early adopters are
seeing great success when they track improved engagement.
Because 81% of marketing executives responded to The Relevancy
Group survey last year with the intention to start using video in the near
future, I thought I’d showcase a real example of how our marketing team
has seen great results and share some best practices you can use to make
your video emails especially successful.
Email with video performs better
At Vidyard, a lot of our pre-event marketing centers around video and,
in a sample of eight different email campaigns we ran in the past year,
we found those with video content performed the best.
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2. In our experience, content without video got us an average click through
rate of 6.7%, whereas with video, our click through rate averages 10.3%,
an overall increase of 54%!
To see such an increase yourself, try out some of these best
practices:
1. Use a still image with an overlaid play button
Although you technically can’t stream videos in email campaigns as not
every email client supports playback, you can include a still image of
your video’s splash screen with a play button on top.
Take a look at this great video email jewelry company Alex and Ani put
together before the Super Bowl. It contains their video splash screen
image that links to the brand’s YouTube video. The bigger the image,
the better for attracting clicks! (Which brings us to our next point…)
2. Split test your video’s splash screen image
Because the still image is what you’re hoping to get clicks with, one of
the most effective things you can do to increase engagement is to split
test your video splash screens and find the still image that tests well with
your audience. You could use ExactTarget’s email split tests to deliver
two versions of your email with different splash screens to find out
which one gets a higher click through rate, or you can split test your
splash screen with an A/B split testing feature in a video marketing
platform.
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3. Even between campaigns you run you’ll notice the difference a splash
screen choice can make. For example, in a campaign we ran with a video
of our sales guy Karl, we got a click through rate of 11.5% when people
saw this splash screen in their inbox: However, in another campaign we
spoofed the Simpsons and created a really fun splash screen custom to
the content to encourage more clicks. I mean really, who wouldn’t want
to click on this!? In a very simple email to prospects, this engaging
splash screen had a click through rate of 32.2%. Three times the amount
of clicks!
Although both videos had great attention span data, maintaining over
76% and 74% of the target audience for more than half of the videos
respectively, the image for the Simpson spoof performed better in email
because the still image was irresistible. In retrospect, Karl’s video splash
screen was a bit blurry, wasn’t indicative of the content to come, and
didn’t hold a promise of benefit for the receiver. We had a lot of other
interesting stills we could have used, but we missed the opportunity.
Overall, make sure you find or create the most click-worthy splash
screen to encourage all the clicks you can. It’s a tiny detail that can make
a big difference.
3. Let the video do the heavy lifting
Because you’ve chosen an eye-catching splash screen, you’ve already
caught the attention of your viewers. If you make the image fairly large,
this can go a long way and you don’t need a lot of extra explainer text.
In our email with the Simpsons splash screen, the video was the main
component and only had one accompanying sentence of content.
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4. Basically, a picture is worth a thousand words, so a bonus to using video
is that you don’t need a ton of extra words in your message.
That said, consider using trigger words or your logo in your splash
screen if you’re not instantly recognizable to your email recipients, as
this can encourage engagement. It’s always a good practice to have your
logo stamped somewhere on the splash screen image as a visual
indicator of where the video email comes from.
4. Use a GIF!
Instead of a static image representing your video content, you can stand
out even further if you use an animated GIF.
GIFs are supported across almost all email clients except for Outlook
2007-2010; nonetheless, Outlook will show the first frame of the GIF, so
all is not lost if you chose to use one. (Just make sure the first frame of
the GIF is something you want featured in your email for Outlook folks.)
Check out this email from Switch Video showcasing how to use a GIF to
promote clicks on your video. (Scroll to the bottom after clicking.)
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5. II. Video marketing tips
#1: 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.
#2: 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.
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!
#3: 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.
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6. 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.
#4: 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
#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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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!
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