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Welcome to the third and final part of our blog series dedicated to video in email. In this post, we’ll be focusing on how Yesmail creates video codes to embed in emails, sets up fallbacks, and drives results for clients through video-in-email campaigns.
If you missed the earlier posts in this series, you can find them here: Video in Email: Getting Started (part 1) | Best Practices When Incorporating Video in Email (Part 2)
Sending Video Email
Like we mentioned in the 2nd post of this series, one of the major deterrents when it comes to video in email is the likelihood of something not going according to plan. An additional, but perhaps equally important consideration is the perception that embedding video in email is associated with a lot of time, resources, and risks. The only way to dissipate these fears is for marketers to get to know and trust the technology their email providers are using; it makes embedding video content easy, fast, and intuitive. In other words, technology makes a typically convoluted and potentially long process very efficient and straight-forward. Don’t knock it ‘till you try it!
The video embed process only requires a few easy steps, regardless of the provider your brand is using. All you need to do is upload your video, choose a thumbnail, and then create a GIF animation and a static image to display in the event the mail client fails to play the video. While the word ‘create’ sounds labor-intensive and involved, technology has taken care of that ‘burden’ – the uploaded video automatically generates frames that enable you to choose which frame will be your static image, how long your GIF will be, which frame the GIF will start and end with, and whether it will loop or not. Now that this is done, you’re done! All that’s left is to input the two embed codes your video tool has generated into your email and your landing page, respectively.
Now Sit Back, Relax, and Reap the Benefits of Video in Email
Video is one of the most engaging marketing formats because it’s concise, to-the-point, and attention-grabbing. At the same time, it requires very little from its viewer – most of the time a working video player would do! Unsurprisingly, videos in emails drive great results.
They increase video views between 35%-45% at an average. This can be huge for marketers who follow the principles we specified in the first part of this blog series: define the purpose of your video. If a brand wants to achieve brand awareness through video content, embedding video in emails is a great way to do that, as their message reaches a larger audience. Similarly, if the goal of a brand’s video is to educate consumers of the benefits of their products and, ultimately, convert them, embedding video in email is also a great fit.
In addition, depending on subject line and video placement, video in email campaigns can multiply average open and click through rates for many brands. A cosmetics brand we worked with achieved two times the click through rate when they embedded an educational video on getting the hottest look of the season with their makeup. Similarly a modern retail brand, on its first use of video-in-email, generated 55% more revenue per email than the control group that only got a static image in their campaign. Furthermore, this retailer grew conversion by a third for the same email campaign.
All-in-all any brand that creates a shortcut between video content and their viewers by integrating video into their digital marketing mix could be able to drive results like these.
Whatever your considerations for holding off on video-in-email campaigns may be, reconsider. It can be a game-changer for your marketing program and its objectives.