Why send an embedded videos in email? This is an excellent question and the answer is because email marketing has a reputation for being one of the most cost-effective digital marketing strategies in existence. Part of that is attributable to its low cost basis; you can get started with an email marketing strategy with almost no money, and email thousands of people relatively inexpensively.
That said, you’re not guaranteed to achieve a high email marketing ROI, nor are you guaranteed to get any engagement from the people you’re emailing. If you want your strategy to be successful, you need to have a solid plan to boost conversions from your email recipients.
So how can you do it?
Defining Conversions in Email Marketing
A “conversion” is simply a user completing a defined goal after receiving your email. Depending on your business or your intentions, that could mean visiting your website, replying, filling out a form, or even simply watching a video in full.
In any case, a conversion is the next step toward turning your email recipient into a paying customer, or the next step toward getting your existing customer to re-engage with your brand. Accordingly, it’s the single most important metric for evaluating the success of your email marketing campaign.
How can we get more of them?
Strategies for Increasing Your Email Marketing Conversion Rate Using Embedded Videos
In today’s digital landscape, integrating embedded videos into your email marketing strategy can significantly boost your email marketing conversion rate. Here are some effective strategies to leverage video content in your emails for maximum impact:
1. Embed the Video to Auto-Play Upon Opening
Start by embedding your video directly into the email, ensuring that it plays automatically when the user opens the message. This immediate engagement can capture the viewer's attention right away, increasing the likelihood of interaction. Just be mindful that while auto-play can be compelling, some email clients may have restrictions, so consider how it will function across different platforms. Tools like Viewed can help optimize the video experience, adapting the playback settings based on the user's email client for the best results.
2. Adapt Your Video for Compatibility
One of the key challenges of embedding videos in emails is ensuring compatibility across various email clients and devices. Formats like MP4 may not be universally supported; therefore, if your video isn’t optimized to adapt automatically to each inbox, it’s likely that more than 40% of your audience could miss out on your content entirely. To combat this issue, consider using tools like Viewed, which automatically adapts your video content in real-time to fit any device, email client, or operating system. This ensures that your audience can engage with your videos, regardless of their viewing environment.
3. Create Compelling Video Content
Your videos should resonate with your audience's interests and needs. Whether it’s a product demonstration, a customer testimonial, or an informative how-to guide, ensure your video provides real value. High-quality, engaging content will not only capture attention but also encourage viewers to take action, enhancing your overall email marketing ROI.
4. Use Strong Calls to Action (CTAs)
Include clear and persuasive CTAs in your videos. Direct viewers on what to do next, whether it’s visiting your website, signing up for a webinar, or making a purchase. A well-placed CTA can guide your audience effectively, leading to higher engagement and improved conversion rates.
5. Optimize Video Length
Keep your embedded videos short and focused. Aim for a duration of 15 to 30 seconds to maintain viewer interest. Shorter videos are more likely to be watched in full, increasing the chances that your audience will engage with your content and respond to your CTA.
6. Personalize Your Video Content
Tailor your video messages based on subscriber segments. Personalized videos that address specific customer pain points or interests can foster a deeper connection and enhance email marketing engagement. When recipients feel that the content speaks directly to them, they are more likely to take action.
7. Test Different Video Formats
Experiment with various video formats, such as animated videos, live-action content, or screen recordings. Analyze which formats yield the highest engagement rates and conversions. A/B testing can provide valuable insights into what resonates best with your audience, helping you refine your strategy.
8. Leverage Social Proof
Incorporate customer testimonials or case studies into your videos to build trust and credibility. Showcasing real-life success stories can persuade potential customers by demonstrating the effectiveness of your product or service. Social proof is a powerful tool in increasing your email marketing conversion rate.
9. Analyze Performance Metrics
Regularly monitor your video performance metrics, including open rates, click-through rates (CTR), and conversion rates. Use this data to assess the effectiveness of your video content and make informed adjustments to your email marketing strategy. Understanding what works and what doesn’t will help you optimize future campaigns.
10. Ensure Mobile Optimization
With many users checking emails on mobile devices, ensure that your embedded videos are mobile-friendly. Optimize the video size and format for seamless viewing on smaller screens. A smooth mobile experience can significantly enhance user engagement and drive conversions.
