Videos in Newsletters
Videos are a cherished – and growing – tool of online marketers. They’re essentially a traffic-generation guarantee, especially on Social Media.
This is because videos are an incomparable efficient and effective communication tool that allow you to engage directly with your target groups. You can transport a message directly and personally exactly where you want.
What’s the best way to use videos as part of your CRM and email marketing strategy? Let’s see.
The Advantages of Videos in Newsletters
Videos get people’s attention. It’s more attractive and attention-grabbing than straight up text. Videos can be even more effective than text within emails to generate clicks and interesting.
Videos can share your message more quickly, and in combination with images and spoken words, more effectively than text-only messages. Videos are an effective communications tool.
Leave an Impression
Videos have a fundamentally higher viral potential. They leave a positive impression of the product and from the sender. Your customers will remember that you sent them a newsletter that contains a video.
In order to incorporate videos in your Newsletter, there are a lot of possibilities. The most popular ways to do it are embedding videos, screenshots of Videos that are linked to the video, and animated GIFs.
|Embedded Video||Directly playable in a newsletter, but only supported by a few email clients|
|Static Image with a Link||Reliable Solution, but not as striking and convincing as a video|
|Animated GIF||Played directly in the newsletter, supported by most email clients|
Imagine this: your contact opens a newsletter, sees an embedded video, and clicks play. Immediately, the video starts playing within the email client, effortlessly and without interruption.
Sounds too good to be true, right? Well, the problem is that it kind of is. As great as directly embedded videos are, only a few email clients actually support the technology.
A lot of your emails are going to be flagged as spam, and even ones that make it through the spam filters will not play the video correctly for most of your contacts.
Static Image With a Link
Static images that link to a video probably the most frequently used solution. In this case, a screen shot or a video still is included in the newsletter. This image can be neutral or contain a play button or a call to action (“Play Video Now,” for example).
Once someone clicks on the image, they’ll be taken to a website to view the video. The forwarding can either be directly to a landing page that you’ve built, or to a video service like Youtube, Vimeo, or Facebook.
The big advantage of this solution is the low chance of display problems. Images are loaded immediately and automatically in the vast majority of email clients.
Whichever landing page you use, it should be mobile friendly, because lots of your contacts are going to be opening and viewing your video on their smartphone.
For as simple and user-friendly as this solution can be, there are some disadvantages. The contact needs to leave your newsletter to view the media, and he or she might not return. The landing page should be appropriate and perfectly linked with the newsletter.
Animated GIFs are one of the few ways to directly display moving images within emails. They’re supported by most e-mail clients, and can be very effective marketing instruments. A study by Marketingsherpa shows that GIFs can drive sales in comparison to other forms of marketing tools.
GIFs embedded in the newsletter are dynamically loaded and played immediately. And they really do bring an added value that can enrich the message of your email.
The disadvantage is that they’re silent – not as captivating as normal videos. But they do achieve increased click-through rates and a higher commitment from your customers. However, one should always pay attention to the size of the image – if it’s too big, you might get flagged by a spam filter.
In addition to GIFs, it’s also possible to insert animated PNGs. However, GIFs are better suited to animatios.
Cinemagraphs are also available. They are partially animated images that contain barely perceptible movements. They are a very good solution to spice up your newsletters and to “wake up” the viewer. The fairytale, dreamy effect captures the attention of your contacts.
Beispiel via Flixel.com
Video Viewed – What Comes Next?
The attention-promoting effect of videos in the newsletter should not be wasted. Consider beforehand exactly what your contact to do (for example, to buy a product on your website) and whether a video can support this action.
The call to action is decisive for videos. It must be unique, be clear and concise. It should be clear to your contacts as soon as they open your email what you want them to do.
Are Videos the New Recipe for Success in Email Marketing?
Videos have potential in email marketing. But they’re not a panacea. Like all other content, videos need to bring value, and need to be relevant for the people that are viewing them.
If you want to use video in your newsletter, consider this: do you need to include an entire video, or just a shorter clip? If it’s an entire video, where should the person view it, and what information will he or she find there? Can a short video clip be more effective than a GIF? And what about a Cinemagraph?
There’s only one way to find out: try it yourself!