Email marketing is the most popular form of marketing with 93% of marketers using email, it can be hard to stand out from the crowd.
We receive over 120 emails every day, so it's critical that you grab their attention straight away. It's a tried and tested marketing method with more than 60% of marketers saying email marketing is their biggest form of ROI.
The key to email marketing is to stand out, you need to grab their attention straight away and I believe this can be easily achieved with video.
Support for embedding video directly in an email is getting better. However, there is still over 50% of providers that don't support it. This means that the most effective way to use video in an email would be to insert a thumbnail and link it to a page on your website where the video can be played.
Including a video thumbnail in your email can increase your click-through rate by 50%.
One of the biggest hurdles you can face when using email is getting someone to open it. What makes you email stand out and what's encouraging them to open it?
Including the word video in your email can increase your open-rates by 19%. It can be as simple as watch our latest video or include video in brackets at the start of your subject.
Now once you've got someone to open it, you only have a few seconds to grab their attention. While video may not be widely supported in emails, GIFs are. There are a number of ways you can use GIFs in an email. You could use one to show a small preview of your video which links directly to the video on your website. GIFs also allow you to add a slight motion to something that would typically be static.
For example, if you're a clothing brand, you could have a GIF that quickly flicks through the different styles that are on offer. It's a great way to grab attention and encourage users to engage with your email.
Auto-play isn't usually advised as a lot of people find it frustrating. However, when someone clicks on a thumbnail, no matter where it is, they expect the video to play. This is the same in email. So if your user has to click again after the page has loaded, it can be frustrating. Whereas, if you have the video in auto-play, it feels like a much more seamless experience