No matter what eNewsletter tool you use, it’s crucial to test your campaign before you send it out. You’ll need to have accounts on all of the popular email platforms so that you can see how your footage works in each of them.
Sound like a lot of work? nonduiven Trust a professional marketing company that’s been helping clients create successful eNewsletter campaigns since 2003.
Next, Make Sure You’re Mobile
According to Hubspot, mobile opens accounted for 46 percent of all email opens. That means you have to ensure you’re keeping smartphones in mind when you’re email marketing with video.
Fortunately, eNewsletter providers such as MailChimp and Constant Contact let you test and see how your messaging will look before you send it out.
It’s still important to keep the file size as low as possible so the video doesn’t need to buffer to start playing. Mobile devices don’t have the fastest download speed.
A good tip is to take a 10 second snippet of your video to use in the newsletter. That snippet can then link to the full feature on your blog.
Also, always make sure autoplay is off, especially on mobile. Most people don’t appreciate having something start playing (often noisily) as they sit in the office or on a bus; they prefer to click on Play themselves.
Now, On to the Creative Part
With the technical stuff out of the way, let’s look at how you can actually create content that will engage your viewers and get you more visitors to your website.
You need a plan with clear objectives or else you’re just sending content out into the world and hoping it will be seen and loved.
Why are you creating this campaign? To generate leads, brand awareness, followers… ?
Once you’ve identified your objectives and goals, you can start thinking about actual email, and the content you want to produce.
As mentioned, host the full-length video in a blog post, landing page or even on social media and then plan to incorporate a “sneak peak” of that video in your email marketing campaign, linking to the full-length version.
Here are six tips and inspiration to get you started:
1. Use the word “video” in your subject line to make your message stands out.
2. Promote an event. Let’s use a law office as an example. We created a short video using Wave.Video for one our clients, A Family Law Firm, to promote an upcoming seminar they were hosting.
3. Offer tips. When it comes to email marketing with video, users want short, digestible clips. A “Top 5” or “4 ways to improve” will get more attention than a 2-minute creation of you trying to explain a product.
4. Create a series. This is a great way to keep people engaged with your expertise, as long as what you’re providing is valuable to them. Stay away from a five-part series on your latest offering. Instead, solve a problem.
Using the law firm video marketing again as an example, you could set up a list-building campaign and do a four-part video series on ways to prepare for a separation or divorce:
• Part 1: DIY or hire a lawyer?
• Part 2: Filing the necessary paperwork
• Part 3: Dividing assets
• Part 4: Supporting your children
5. Make tutorials. Your product or service solves a problem, so how can you showcase this to your clients? Educate your viewers with a short explanation around how your product or service will improve their lives, using real-world examples.
6. Think outside the box. Now, we don’t all have the budget outdoor company Patagonia does; however, look at how they’ve integrated amazing footage into their email campaigns. It doesn’t focus on their surfing gear, but it’s relevant to their customers.
Whether you’re a life coach shooting some footage while you’re on vacation or a wellness provider offering viewers a glimpse of your dinner prep process, get creative and get shooting!
Email marketing with video can be incredibly powerful, increasing your open rates, engagement, leads and sales substantially.
However, not every email should contain one. If you start using this marketing tactic every time you send out an eNewsletter to your subscribers, they’ll stop paying attention. Think of it as one way to stand out from the crowd, but don’t neglect your other tactics.
Crafting an eNewsletter campaign with video (or without), choosing the right email provider, testing and monitoring open rates and engagement is a tough job. And, it needs to be done well or else you’ll end up alienating and losing subscribers.
Susan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.
As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.