For each e-mail you send you’ll have to compete with dozens of other companies that also try to communicate their message to customers via e-mail. That is why you have to be creative and think carefully about how you can make your e-mail stand out. First, encourage people to open your e-mail by means of a good, short title, and then provide unique content that stands out compared to other e-mails.
Sending video via e-mail is a marketing tactic has proven to be effective for this purpose. Even the word "video" in the subject of your mail may already increase your open rate.
Great, let’s send a video via e-mail! But where do I start?
Great, let’s send a video via e-mail! But where do I start?
In this article we have compiled the most useful tips and tricks for you, so that afterwards you can get the most out of video e-mail marketing.
Best ways to send a video via e-mail
There are roughly four ways to send a video via e-mail:
1. The link + image method
The most accessible method is the 'link + image' method. All you need is a link to your video and a catchy, matching image. Through this method, you will be able to attract the reader's attention in a fairly simple way. When the reader sees a catchy image (linked to your video) or when the preview sparks his imagination, chances are that he will click on the image and subsequently watch the video. For this method the use of the correct 'clickbait' is very important. Clickbait is nothing more than an image or thumbnail that should attract attention and increase the number of clicks on the link. If you want to apply this method yourself, there are a few steps you must follow.
Step 1: The first step is to upload your video to a video hosting platform, such as Vimeo or YouTube. You will then see a specific link that you can share.
Step 2: The next step is to embed the image in the e-mail. Then, select the image and add the link address (the link of your video hosting site).
That's it! As soon as the customer clicks on the image, he will navigate directly to your video.
2. Send a video with a GIF as clickbait
An alternative to using an image or thumbnail is to make a GIF of your video - a bit more difficult but a lot more original than just an image and definitely worthwhile.
You have to make it incredibly clear to the customer that they can watch the video in their mailbox. Using a CTA or anchor text such as "watch our video here" simply does not work as well. A GIF on the other hands is ideal to show that a cool video is waiting for them. The moving images attract the reader’s attention and provide a good preview of the video that awaits them. This GIF should be made on the basis of a scene from the video. And if you really want to make look like the real thing, then add a play button to the GIF. Cool huh? Below you’ll find an example of how this can look like in your e-mail (without a play button).
When the customer clicks on the GIF, the video will of course not start playing in the e-mail client. So where do you send your customers to? A video hosting platform (like in the example above) is of course always a great option, but forwarding them to your own landing page is even better. Make sure that the video is immediately visible there. Nothing is more annoying than being redirected to a web page where the customer then has to make an effort to find the video. You already understand they won’t take the time to do that, so make sure to put your video in the right place.
Once the video has ended, many viewers often stay on your webpage to find out more. And that’s exactly what you want!
Also very important is to make sure the video starts playing automatically (this is not always recommended, but in this case it is). After all, they’ve clicked on your GIF – with or without a play button - and expect immediate action. The fewer steps your customer has to take to watch the video, the better.
Want to know how to make a GIF of your animated video? You can easily do this on ezgif.com, just to give you an example. This link takes you to a page where you can upload your MP4 video and convert it to a GIF.
3. Using a YouTube link
YouTube is the platform when it comes to uploading and sharing videos. This platform is still the largest when it comes online video and media, and it really hosts millions and millions of videos. By adding a YouTube link to your e-mail, the video can be viewed as a video attachment by all Gmail users. Gmail users do not have to download the video, but can open and view the video with one click. This works as follows: click on the video attachment that is automatically attached in Gmail and the video will immediately play in a pop-up in the Gmail client.
However, there are two major disadvantages with this method: it does not drive traffic to your website and it only works with Gmail. These are rather big disadvantages, which is why we don't think this is the best option. The methods with an image or GIF that links to your own website (as we discussed above) are still better than YouTube in all respects.
4. Embedding an MP4 file
Another common and quite obvious method is simply to add your video file as an attachment to the e-mail. However, the disadvantage is that this method does not create the best level of involvement with the customer. Many people do not click on strange attachments, so they may not see or even know the video is there. In addition, it causes an unnecessarily ‘heavy-weight’ e-mail because there will be a large attachment to the e-mail that, due to its size, sometimes is blocked or doesn’t arrive at all in the recipients mailbox (sometimes up to 10 mb, sometimes up to 20mb; in short: there's neither rhyme nor reason to it).
In summary: a fairly simple method, but it definitely does not have our preference.
Advantages of sending a video via e-mail
As we mentioned earlier: the use of video in e-mail offers a lot of benefits. Without a doubt, your (potential) customers prefer video over PDFs or other snippets of text. Large pieces of text are hardly read anymore. On the other hand, video has the promise of a fast display of information and can inspire or even entertain while the viewer sits back and relaxes. You arouse the interest of the person who receives the e-mail without taking up too much of his or her time. Your customers will appreciate this.
What other benefits and results does video have? Read our blog: "Concrete results of an animated video."
Requirements for your video before you send it out
There a number of things you should pay attention to before sending your video e-mail out to the world.
An attractive preview or 'clickbait'
It is important to persuade the recipients of your e-mail to actually watch your video. The image or images in the case of a GIF are therefore crucial. This is the first impression the potential viewer gets from the video and must therefore encourage them to view it. This image, GIF or text that encourages clicking is also called clickbait.
With support, we’re not referring to customer service support, but rather support of the video file on the customer's device. Every customer is different and uses a different device to check his or her e-mails, and therefore also to view your video. Some use a PC; others stick to their smartphone to keep track of everything. By choosing the right video file (or rather format), you know for certain that all customers are able to watch the video. There is really nothing worse than an "error, video file not supported" message when implementing video for e-mail. We always ensure that your video is in MP4 format. This is the most supported video format and will not cause any problems during playback.
Measure your results and determine what works
Once you start using this 'add video to e-mail' technique, we definitely recommend that you keep track of the results. This is possible with Mailchimp, for example. Here you can see, among other things, who opened your mail and who clicked on your video.
By sending a video via e-mail you are able to increase your conversion and click rate. This results in more traffic to your website and more leads from your e-mail campaigns.
Our favorite way of sending video via e-mail is by inserting a GIF of your video that links to the actual video on a landing page on your website.
Want to know more about this way of video marketing or are you interested in an affordable animation video? Please contact us. We are happy to help!
Call 020 261 2489 or send an e-mail to firstname.lastname@example.org.