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Why It's Never Been More Important To Include Video In Your Email Marketing

By Kevin Rossiter on Tue July 17 2012 in the Marketing Blog HELPING MANAGERS MAKE BETTER VIDEO

Why It's Never Been More Important To Include Video In Your Email Marketing

Your business marketing strategy has to utilise all available communication options - from web based communication to print.

Once you have used all of these to the point of exhaustion, it’s time to start looking at combinations.

Your marketing campaign will no doubt use both:

> Web video

> and Email.

Mixing the two together is an obvious next stage in your marketing strategy - and that’s what this post is all about.

In a recent study, when marketers used the word “video” in an email subject line, open rates rose 7% to 13% (Experian 2012 Digital Marketer: Benchmark and Trend Report)

Adding the link

The web video link must be prominent.

This can be achieved by either making it stand out with

> intelligent use of fonts and text size

So, by emboldening the link or by using a font type and size that separates from the rest of the emails body, you will make it more appealing to the reader.

And this will make the link to your video the readers first point of reference.

> by including it in a piece of relevant text

An article of some sort - one that’s engrossing.

And one that relates to your web video.

If it’s written well - and is interesting - then the reader will want to know more.

And they’ll want to see more - so they’ll click the link and be satisfied!

Link to it with a banner

A banner will immediately grab a reader's attention.

They’ll only be too happy to look at something visually attractive.

You could even put a play button on the banner, so the user knows inherently it's a video.

Make it enticing - make it a preview of your video.

Think of it as a shop window - put your best stuff on show.

Emailing the right people

Don’t buy a mailing list!

These poor souls will be bombarded every minute of every day with Spam!

Why should they think your email will be any different?

Instead, find the email addresses yourself.

The best way is to get people to sign up, they will be the ones most interested in reading your news and offers.

You can have a pop in on your blog for example, or an app on your facebook page that allows people to sign up.

Make sure you give people a good reason to sign up, not simply "sign up"

Tell them why they can't miss out on your newsletter!

Then send them your email - making sure your subject line is giving them what they want.

They’ll open it, see your video link, and watch it.

“A vast majority of senior marketing executives—88%—report that email with integrated video improves campaign performance.”
To Video or Not to Video, May 2012, Marketing Profs

Now all you need is a web video that will convert these viewers into customers.

Click here to find out more about getting the right web video.

Topics: Web video, email marketing, workforce video

Kevin Rossiter

Written by Kevin Rossiter

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