Video email marketing is here: Pros and Cons


Are you thinking about adding a video to your next email campaign? If so, you’re not alone. A recent survey shows 60 percent of businesses are using videos in their emails.

Whether you’re new to the video front or have experience, we’ll look at what this new digital landscape means for your next email campaign. We’ll cover:

  • Pros and cons of using video in email
  • How to determine whether or not video is right for your business
  • Types of video that can be added to email

To get started, let’s look at the advantages and disadvantages of using video in email.

Pros

  • Including video in emails can increase click-through rates. Research shows rates can climb by 200-300%, according to a report from Forrester.
  • An increasing number of consumers are watching videos online. 5 billion videos are watched everyday on YouTube.
  • Videos make your email standout. With some much competition, adding a video to your email is a great way to grab attention.

Cons

  • It takes time and money to create videos.
  • Adding a video to an email has technical challenges, which businesses may not have the resources to troubleshoot.
  • Load times could be a problem. If it takes too long for a video to load, the subscriber could get turned off and close your email.

Accessing whether or not video is right for your business
To help your business figure out if video is something to pursue, access these areas:

Cost
You have to consider how much it will cost your company to make a video. Rather than hiring a production crew, you can make a small investment in do-it-yourself tools. For instance, buy a tripod for your smartphone and shoot the video on your phone, and use online editing tools like Lightworks or Shotcut.

Personnel
Do you have someone on staff that can take on this project? If so, does this person have time to devote to making and editing a video for email? Consider how much time this could take, and what this person is taken away from while shooting and editing.

Audience
Will your audience respond to a video? Videos are more attractive to the younger generation. One in two millennials will read an email from a company if it has a video.

However, you shouldn’t base this decision on the age of your audience alone. Consider creating one video and seeing how it performs with your audience before committing to more.

Types of video that can be added to email
If you decide to use video in your email marketing strategy, what types of videos can you create? Here’s a quick list of ideas:

Testimonial video
Interview a satisfied customer to show others what you can do for them. For inspiration, here’s an example of a testimonial video.

Product promotion
Shoot a video that features one of your best products. You can show customers how it works, what makes it standout and how it will become an important product to own. Here’s an example of an email that promotes a reward program:

Product Promotion through Videos

Explainer video
Do you sell a product or service that’s a little confusing? A video can clear up the confusion. Here’s an email that explains how a feature on Facebook works:

Product Explanation Video

Thank you message
Consider creating a video that thanks your customers. This is especially great when your business reaches a new milestone, or a unique way to celebrate the end of the year, like this video does.

Adding video to your email is an exciting new way to attract and retain customers, but it’s not as simple as emailing a message or sending a coupon. It’s a unique opportunity that every business must weigh.