In today’s digital age, video content has become an essential part of marketing strategies for businesses of all sizes. Videos are engaging, informative, and can help to increase conversion rates. However, when it comes to email marketing, many businesses are unsure about how to embed videos in emails effectively. This paper aims to provide a comprehensive guide on how to embed video in email.
The Importance of Video in Email:
Adding videos to emails can help to increase engagement, click-through rates, and conversions. According to a study by Syndacast, emails with videos can increase click-through rates by 200-300%. Moreover, videos can help to explain complex concepts in a simple and engaging way, making them an excellent tool for product demos, tutorials, and customer testimonials.
Challenges in Embedding Video in Email:
Despite the benefits of embedding videos in emails, there are some challenges that businesses need to overcome. The biggest challenge is that not all email clients support video embedding. For instance, Outlook, the most widely used email client, does not support video embedding. This means that if a business sends an email with an embedded video to a recipient who uses Outlook, the recipient will not be able to view the video.
Another challenge is that emails with embedded videos can be flagged as spam by email filters. This is because emails with videos tend to be larger than those without, and some email filters may view them as suspicious.
How to Embed Video in Email:
There are two primary ways to embed video in email – using a video hosting platform or using an animated GIF.
Using a Video Hosting Platform:
The easiest way to embed video in email is by using a video hosting platform such as YouTube or Vimeo. Instead of embedding the video directly in the email, businesses can upload the video to a video hosting platform and then embed the video’s thumbnail in the email, linking it to the video hosting platform. This method has the advantage of being supported by most email clients, and it also helps to reduce the size of the email.
To embed a video using a video hosting platform, businesses can follow these steps:
– Upload the video to a video hosting platform
– Generate the video’s embed code
– Copy the video’s thumbnail
– Create a hyperlink on the thumbnail to the video hosting platform
– Add the hyperlinked thumbnail to the email
Using an Animated GIF:
Another way to embed video in email is by using an animated GIF. This method involves creating an animated GIF that showcases a clip from the video and then embedding the GIF in the email. When the recipient clicks on the GIF, they will be taken to a landing page where they can watch the full video.
To embed a video using an animated GIF, businesses can follow these steps:
– Create an animated GIF using a GIF creation tool
– Upload the GIF to a image hosting platform
Generate the GIF’s embed code
– Embed the GIF in the email
– Create a hyperlink on the GIF to the landing page where the full video can be viewed
Best Practices for Embedding Video in Email:
When embedding video in email, businesses should follow these best practices:
Use a Prominent and Attention-Grabbing Thumbnail
When embedding a video in an email, businesses should use a visually appealing, high-quality thumbnail that accurately represents the content of the video. The thumbnail should be eye-catching and large enough to attract the recipient’s attention, encouraging them to click and watch the video. Additionally, businesses may consider using animated or moving thumbnails to further entice the recipient and differentiate their email from others in the inbox.
Ensure the Video’s Content is Relevant and Valuable
Before embedding a video in an email, businesses should carefully consider the content’s relevance and value to the recipient. The video should align with the recipient’s interests, needs, and expectations, providing them with useful information, engaging storytelling, or entertainment. By ensuring the video’s content is relevant and valuable, businesses can increase the likelihood of the recipient watching the video, engaging with the call-to-action, and ultimately, converting.
Test the Email on Various Email Clients
With the multitude of email clients available today, it’s essential to test the email on various platforms to ensure the video is viewable and accessible. Businesses should test their emails on popular clients such as Gmail, Outlook, Yahoo Mail, and Apple Mail, as well as mobile email apps. Testing can reveal potential issues with video embedding, such as videos not displaying correctly or being blocked by the email client’s default settings. By addressing these issues before sending the email, businesses can ensure a consistent and positive experience for all recipients.
Utilize a Clear and Concise Call-to-Action
Embedding a video in an email should serve a clear purpose, such as promoting a product, sharing a story, or educating the recipient. To drive the recipient towards this purpose, businesses should include a clear and concise call-to-action (CTA) within the email. The CTA should be visually distinct and use action-oriented language, such as “Watch Now” or “Learn More,” to encourage the recipient to engage with the video. By providing a clear CTA, businesses can increase the likelihood of the recipient watching the video and taking the desired action.
Monitor Email Engagement Metrics
Businesses aiming to evaluate the success of their video email marketing campaigns should keep a close eye on key email engagement metrics, including open rates, click-through rates, and conversion rates. By assessing these metrics both prior to and following the integration of video into their emails, companies can gauge the effect of video on engagement levels and identify the types of videos that most appeal to their audience. This information can then be used to guide future video email marketing strategies and maximize the impact of campaigns.
Conclusion:
Embedding video in email can be a powerful way to increase engagement, click-through rates, and conversions. However, businesses need to overcome the challenges associated with video embedding and follow best practices to ensure that their videos are effective. By using a video hosting platform or an animated GIF and following the best practices outlined in this paper, businesses can take advantage of the benefits of video in email marketing.
