Article

Laura Stack
Laura Stack 28 January 2016

Increase Your Email Marketing Success With Video

Video is a powerful and effective way of engaging your audience and getting them to interact with your emails.

We know that email converts more per session than both search and social combined, and email with video links achieve more than 50% clicks than those without.

Simply using the word ‘video’ in your email subject line can put you at an advantage, and regular use of video in your email marketing can reduce unsubscriber rates by a quarter.

Bespoke’s own findings

At Bespoke, we’ve seen our own email open and click rates improve with the inclusion of video.

In 2013 and 2014, we sent out a monthly email to a targeted list of clients, which received an average of 39% open rate and 14% click rate.

At Christmas, we sent out a newsletter with a festive video we’d created and saw open rates increase to 55% and click-through rates at the highest of the year at 41%, almost triple the norm.

We have also found downloadable links and exclusive discount vouchers to yield higher-than-average click rates but not as successfully as video links.

Wistia published similar positive findings when they sent out two emails containing identical content apart from one contained a video link.
Corporate Video Preview

Best practices for using video in your newsletter

  1. Find some interesting and relevant content, or even better, produce some
  2. Create a video preview with a graphic play button to encourage users to click
  3. Add minimal text to help a user understand exactly what they’re clicking on
  4. Put the video high up in your template to ensure users don’t miss it
  5. Ensure you can track the video link and learn from your results

Perfecting your video thumbnail

While some word-based call-to-actions fail to attract users because they’re unclear, a video call-to-action should be clear and simple.

Users are most likely to decide whether they’ll click on your video from the preview image.

Choose an eye-catching frame from your video and edit the colours or add graphics to make it stand out. The chosen image should be a good representation of the content of the video and set the expectation for what the user will gain from clicking on it.

Analysing your email success

Once you’ve sent your video newsletter, it’s essential to measure your results so you know how to improve. This is because your normal trends, for example, the best times to send out your emails may change with the inclusion of video i.e. entertainment video traffic is at its highest peak during the evening commute.

While you can source your videos from anywhere, original content will get you the best results. Bespoke specialises in creating engaging video content for the web.

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