Integrating video into your email: what are the advantages?
Posted: Sat Dec 28, 2024 10:40 am
Most email marketing campaigns are based on the distribution of an article in which links have been placed. These links are activated when the reader clicks on an image or a group of words in which the address of the online page that sells the products or services of a company is integrated.
The use of video is much rarer. However, this medium offers interesting advantages and promising efficiency.
Advertisers favor video content
Emailing-video-1.jpgAn email that includes cv data a video generates greater interest from Internet users . Recent studies have shown that the reading, opening and conversion rates of an email containing a video can be up to five times higher than those of traditional email marketing campaigns that only contain text with or without a photo.
Marketing managers develop professional email campaigns whose success they measure through the result of these rates. It is therefore understandable that they favor the integration of a short film in their email. An American survey also supports this vision since in the United States, more than 65% of advertisers want to put video content in their email.
The effect of video on a player
The presence of a video in an email immediately attracts the reader's attention. The appeal is such that the reader may even reverse the expected order of consultation by first clicking on the video before reading the text.
When we know that an Internet user or mobile user only spends 8 seconds on average reading an email , watching a video that lasts more than a minute must be considered as outperformance.
For an Internet user, an email accompanied by an explanatory or commercial video will always benefit from added credibility.
Types of campaigns with videos
Videos can be integrated into virtually any type of email marketing campaign :
- The teaser: a short and punchy video whose call-to-action has the main objective of arousing the curiosity of prospects and increasing the number of unique visitors. This video is used as part of an anticipation campaign relating to the launch of a product or more generally to communicate about the brand.
- The corporate film: this video communicates the company's values and its know-how. The film is longer than a teaser and its scenario is more structured. The corporate film can include reports, interviews or man-in-the-street surveys.
- The demo video: clearer than an explanatory notice or a written user manual, the demo video is increasingly being integrated into professional email campaigns. This video can be placed in any type of marketing email, for example to present how a new product works or to explain to the reader how to navigate the company's online site.
There are many other types of video to insert in an email such as Brand Content video, customer testimonial or product film.
How to make an email with your video?
Although we always talk about inserting a video into an email, this action never happens unless you know how to code in HTML5. This relatively recent language makes it much easier to integrate a video into an email thanks to a specific tag. HTML5 allows you to bypass the video blocking implemented by some Internet service providers.
In reality, when you open an email containing a video, what appears on your screen is the capture of one of the images from the video. Take the time to choose this image carefully, because it must arouse the interest of the Internet user.
Customer-case-video.png
This image will contain the link to the video. It must be hosted on your site or on a platform like YouTube. When you save the image of the video, put yourself in the Pause position so that the Play button appears on this image. This will confirm to your reader that it is indeed a video.
You also need to make sure that both the email and the video can be viewed with the same ease on a computer, tablet or smartphone screen.
To facilitate the creation of a professional email campaign by integrating links, images or videos, business owners and marketing managers can use a specific program. This software also allows you to manage the contact database and measure the effectiveness of each campaign in real time.
Follow your customers in the 2.0 era and communicate with them via digital tools.
Integrate email marketing into your strategy and learn best practices!
The use of video is much rarer. However, this medium offers interesting advantages and promising efficiency.
Advertisers favor video content
Emailing-video-1.jpgAn email that includes cv data a video generates greater interest from Internet users . Recent studies have shown that the reading, opening and conversion rates of an email containing a video can be up to five times higher than those of traditional email marketing campaigns that only contain text with or without a photo.
Marketing managers develop professional email campaigns whose success they measure through the result of these rates. It is therefore understandable that they favor the integration of a short film in their email. An American survey also supports this vision since in the United States, more than 65% of advertisers want to put video content in their email.
The effect of video on a player
The presence of a video in an email immediately attracts the reader's attention. The appeal is such that the reader may even reverse the expected order of consultation by first clicking on the video before reading the text.
When we know that an Internet user or mobile user only spends 8 seconds on average reading an email , watching a video that lasts more than a minute must be considered as outperformance.
For an Internet user, an email accompanied by an explanatory or commercial video will always benefit from added credibility.
Types of campaigns with videos
Videos can be integrated into virtually any type of email marketing campaign :
- The teaser: a short and punchy video whose call-to-action has the main objective of arousing the curiosity of prospects and increasing the number of unique visitors. This video is used as part of an anticipation campaign relating to the launch of a product or more generally to communicate about the brand.
- The corporate film: this video communicates the company's values and its know-how. The film is longer than a teaser and its scenario is more structured. The corporate film can include reports, interviews or man-in-the-street surveys.
- The demo video: clearer than an explanatory notice or a written user manual, the demo video is increasingly being integrated into professional email campaigns. This video can be placed in any type of marketing email, for example to present how a new product works or to explain to the reader how to navigate the company's online site.
There are many other types of video to insert in an email such as Brand Content video, customer testimonial or product film.
How to make an email with your video?
Although we always talk about inserting a video into an email, this action never happens unless you know how to code in HTML5. This relatively recent language makes it much easier to integrate a video into an email thanks to a specific tag. HTML5 allows you to bypass the video blocking implemented by some Internet service providers.
In reality, when you open an email containing a video, what appears on your screen is the capture of one of the images from the video. Take the time to choose this image carefully, because it must arouse the interest of the Internet user.
Customer-case-video.png
This image will contain the link to the video. It must be hosted on your site or on a platform like YouTube. When you save the image of the video, put yourself in the Pause position so that the Play button appears on this image. This will confirm to your reader that it is indeed a video.
You also need to make sure that both the email and the video can be viewed with the same ease on a computer, tablet or smartphone screen.
To facilitate the creation of a professional email campaign by integrating links, images or videos, business owners and marketing managers can use a specific program. This software also allows you to manage the contact database and measure the effectiveness of each campaign in real time.
Follow your customers in the 2.0 era and communicate with them via digital tools.
Integrate email marketing into your strategy and learn best practices!