Introduction to the power of video in email marketing

The video has proven to be a powerful tool for increasing the effectiveness of email marketing campaigns. Its ability to convey emotions, capture the viewer's attention, and encourage interaction makes it a valuable resource for any marketing strategy.

What is email marketing and why should you continue to invest in this strategy?

In the current digital world, email marketing has become a fundamental strategy for businesses seeking to establish an effective connection with their audience. It involves using email as the primary communication channel with customers and prospects.

One of the main reasons why email marketing is so effective is its ability to directly reach the recipient's inbox. Unlike social media posts or online ads, emails are sent in a personalized manner, increasing the chances that the message will be seen and read by the recipient.

Furthermore, email marketing is a cost-effective strategy compared to other forms of advertising. Companies can reach thousands of people with a limited budget, maximizing the return on investment.

Segmentation is another key aspect of email marketing. Companies can divide their contact list into groups based on different criteria such as demographics, interests, or purchasing behavior. This allows for sending specific and personalized messages to each group, increasing relevance and the likelihood that recipients will engage with the content.

The power of visual content 

In a digital environment where competition for capturing users' attention is fierce, the use of videos within emails has become a crucial factor for standing out and making a significant impact on the audience. With the growing number of emails people receive daily, it is essential to use strategies that make a difference and capture the recipients' attention.

Statistics reveal that an average person can receive between 50 to 100 emails per day, and this number can be even higher in corporate environments or for professionals working in the marketing industry. Faced with this flood of messages, it is essential to find effective ways to stand out and grab the recipients' attention.

It is in this context that videos play a crucial role. Nowadays, people's attention span is more limited, and the time dedicated to reading lengthy texts or exploring static content is reduced. Videos offer an appealing and visually stimulating solution to present information in a concise and entertaining manner. Through moving images, storytelling, and sound, videos have the ability to capture and hold recipients' attention much more effectively than traditional emails.

Furthermore, it is important to consider that most people tend to quickly scan their emails for relevant content before deciding whether to continue reading or not. In this aspect, videos are highly effective as they provide an instant and engaging preview of the content. By clicking on the video, recipients get a clear idea of what is being offered before committing to reading the rest of the email. This ability to generate interest and curiosity significantly increases the chances of recipients engaging more with the content and taking desired actions.

Advantages of using videos in email marketing

Let us show you why videos are so beneficial and how they can make a difference in your email marketing strategy:

1. Ability to convey emotions: Videos are like the moving emoticon of your campaigns. They can evoke emotions in a way that plain text and static images simply can't. Want to make your audience laugh, feel excited, or be surprised? Videos achieve that easily, thanks to their captivating storytelling, catchy music, and stunning visual effects.
2. Attention-grabbing: They are visually appealing and full of movement, so no one can resist clicking!
   
3. Increase in interaction: Videos are the secret weapon to generate interaction with your audience. You can include direct and clear calls to action within the video, motivating viewers to take specific actions such as clicking on links, subscribing to your channel, or purchasing your product.
4. Keep the message in the minds of your recipients: By combining visual and auditory elements, videos make information easy to understand and remember. Say goodbye to lengthy and complicated texts. Recipients will better remember and understand what you are communicating to them.
5. Enhance engagement: By using visually appealing and unique content, you will ensure that your users are completely satisfied with the communication they receive. Videos are easily assimilated and capture attention in a unique way, sparking increased interest and commitment to your brand. This translates to a decrease in unsubscribe rates and an increase in receptiveness to your future email messages.

Statistics that support the positive impact of video in email

The use of videos in email marketing has shown a positive impact on key campaign metrics. Here are some statistics that support this fact:

• Increase in open rate: According to studies, emails that include videos in their content have a 19% higher open rate compared to emails without videos. Recipients are attracted to audiovisual content and are more likely to open the email to view the video if it is mentioned in the email subject line.
• Increase in click-through rate: The inclusion of videos in emails has also been shown to increase the click-through rate. On average, emails with videos achieve a 170% higher click-through rate than emails without videos. Videos generate curiosity and motivate recipients to interact with the content, resulting in a higher number of clicks on links and calls to action.

• Improved conversion rate: Videos have the power to persuade and convert recipients into customers or subscribers. According to research, email marketing campaigns that use videos experience a 200% increase in the conversion rate. Videos allow for more effective presentation of products or services, increasing the chances of recipients taking desired actions, such as making a purchase or completing a form.
• Increased information retention: Videos are an effective way to convey information and key messages in a concise and memorable manner. It has been shown that users retain 95% of the message when they watch it in a video, compared to only 10% when they read it in text. This increased information retention enhances the chances of recipients remembering and acting upon the email content.
• Positive impact on brand image: The use of videos in email marketing campaigns can improve the perception of the brand by recipients. 85% of consumers have a more favorable opinion of companies that use videos in their email communications. Videos convey professionalism, creativity, and commitment, which contribute to building a positive brand image.

Avoiding bad practices when including videos in email

Including a video in an email is not something that should be taken lightly. It's important to consider that resorting to bad practices when doing so can have a negative impact on the effectiveness of your email marketing campaign. Here are two common bad practices that are committed when including videos nowadays:

Including an image of the video with a link to YouTube

This practice involves inserting a static image of the video in the email, along with a link that redirects the user to an external video platform. While it may seem like a convenient solution, it can result in a less seamless experience for your recipients.

Imagine this: your customers open your email excited to watch the video, but suddenly they find themselves leaving the email and navigating to a video platform. This can be an unnecessary distraction and divert their attention from your main message. Moreover, on these video platforms, there are so many options and content that they could get lost in a sea of distractions.

Remember, your goal is to keep your recipients engaged and focused on your message. That's why it's recommended to opt for methods that allow the video to be played directly in the email. This way, you'll keep your recipients within the controlled environment of your email and increase the chances of them effectively engaging with your content.

Avoid this bad practice and make sure your videos play natively in the email to provide a seamless and distraction-free experience for your recipients.

Sending a GIF based on the video

Some people resort to converting video clips into animated images (GIFs) and include them directly in emails. While GIFs can be visually appealing, it's important to consider their limitations.

GIFs can have compatibility and playback quality issues, especially if the original video contains important visual details. The GIF version may not effectively convey the message and compromise the recipient's experience.

Additionally, GIF files tend to be larger in size, increasing the email's file size and potentially causing slower loading times. This could frustrate recipients and diminish their interest in the content. Also, keep in mind that some inboxes or email clients may block GIF content, limiting their reach.

Remember, the goal is to provide an engaging and seamless experience for your recipients, avoiding limitations.

Technical Considerations and Best Practices to Maximize Videos in Email Marketing

If you're ready to take your email marketing campaigns to the next level with impactful videos, here are some practical tips to maximize their effectiveness:

1. Choose a reliable video hosting platform that is compatible with most email clients. Ensure that you configure the privacy and security permissions of your videos properly to protect your content.

2. Keep your videos concise and engaging. The ideal duration is usually between 10 to 30 seconds, as your recipients have limited time, and you need to capture their attention quickly. Brevity is key to maintaining their interest and ensuring they watch the entire message.

3. Embed the video directly within the email to provide a seamless experience. Embedding the video allows you to capture recipients' attention and avoid distractions by directing their focus to the rest of the email content.

4. Set up your video to autoplay when recipients open the email. The first 8 seconds are crucial for capturing attention, so autoplay can create an immediate impact and generate interest in your message.

5. Consider configuring the video to play without sound. This avoids unwanted interruptions and inconvenience for users who check their email in silent environments. You can add subtitles or visual messages that complement the video and pique the user's curiosity to enable the audio.

6. Include clear and direct calls to action both in the video and in the body of the email. Encourage recipients to take specific actions such as clicking a link, downloading a resource, or interacting with your brand in some way.

7. Track and analyze the results of your videos in each email marketing campaign. Measure metrics such as the number of views and viewing time to gain valuable insights into the performance of your videos. Use this data to optimize future campaigns and improve your strategies.

8. Ensure that your videos are compatible with different email clients and operating systems. Platforms like Viewed, for example, allow you to successfully host and send your videos, guaranteeing compatibility with different technologies and offering configuration features for optimal playback.

In summary, the use of videos in email marketing offers significant advantages for campaigns. Videos have the ability to convey emotions, capture attention, and increase interaction. They enhance engagement, information retention, and adapt to mobile devices. By following best practices, videos can amplify the success of email marketing campaigns.