One of the most important components of an email marketing campaign is Content. Content can make or break your email marketing campaigns. In our guide to email marketing and email strategy, we talk about why you need to create content that resonates with your subscribers. Content that subscribers relate to makes it easy to build trust, brand identity and increase revenue. This content you’re creating for subscribers can take various forms like articles, interviews, listicles, video, infographics and so much more.
Video content is one of the best performing content types on social media platforms. Videos have launched many a company into the limelight on social media. And the best part about video content is that anyone can create one. Platforms like YouTube and Vimeo have made it easy for videos to be hosted and shared with millions. On YouTube alone, people watch almost 5 billion videos daily. That’s a huge figure that shows just how ubiquitous video content is. You too can leverage video content in your campaigns as an email marketer.
Should You Include Video Content in your Email Marketing Campaign?
The answer is yes! Marketers the world over are using video content to:
- Raise brand or product awareness
- Drive engagement
- Educate people about the products and services their business offers.
Video content has so many advantages for marketers and businesses. According to findings by Renderforest, marketers who use video content in their email campaigns and websites received more returns on their investment (ROI) than those who didn’t use video content.
- Marketers who used video content in their emails boosted their click-through rates by 200-300%.
- Using the word video in email subject lines increased open rates by 19%.
- Marketers who included video content in their marketing arsenal grow revenue 49% faster than marketers who don’t use video.
- Websites with video content receive 41% more traffic than websites that lack video.
- Videos on homepage increase conversion by over 20%.
Video is too important not to include in your email marketing campaigns. Knowing the video content to include in your email marketing campaign will go a long way in ensuring you get the benefits associated with video.
How to Use Video Content in your Email Marketing Campaigns
Before you optimize your email subject line with the word “video”, you need to decide what your goals are and the video content you need to create to achieve that. And you need to ask yourself how that video content adds value to your customers. A reference to Steve Jobs’ attitude to marketing in this YouTubeToMP3Shark article reminds every marketer to keep the value they bring to the customer front and center.
“Steve Jobs gives out [sic] his million-dollar message to any company out there: marketing is about values. Everyone wants to solve their problems, and your job as a marketer is to prove to the consumers that your product does just that.”
As I have previously mentioned, marketers use video to achieve three main goals. The video content that helps you achieve each goal (awareness, engagement, and education) are all different. Once you have identified the goal you wish to achieve and how it brings value to customers, then it’s time to identify the video you can make to achieve your goals.
You can use video content to raise awareness about your services and products. This content also helps you share your company values with customers, strengthen customers’ loyalty to your business and have them associate your brand with a certain image/niche.
This video packs interesting information into short digestible pieces that customers find helpful. This video from American Eye about special places to visit in each state in the US is a great example.
Meet the team video
This gives customers a sense of your company’s values and mission. This kind of video helps you showcase what makes your brand unique.
These are another type of video content that helps raise awareness about products, services, causes, companies, etc. Celebrities often use interviews to raise the buzz for their upcoming books, movies, concerts, and albums. An example is Lena Headey (the actress who plays Cersei) talking to Jimmy Kimmel about the new season of Game of Thrones.
Educational videos are a great way to connect with your customers. Like YouTubeToMP3Shark rightly noted:
“Educational video content establishes you as an authority, shows customers you can help, creates buyer trust and a deeper relationship with your customers.”
This video content can take the form of:
Explainer/How To videos
Wherein an expert walks their audience through a process step by step. These videos teach customers about various concepts from how to use a tool to how to cook something based on a recipe.
Where an expert answers burning questions curated beforehand. A good example is our Founder, Andrew Trentor’s Q&A on email marketing and websites.
These are another great type of educational videos. Brands often send free samples of their products to influencers who give unbiased opinions after using them. Customers can watch such videos when researching a product to buy.
Tech companies are perhaps the best examples of companies using this video type to educate their customers about their products. An example is the yearly Apple event where their CEO, Tim Cook, unveils the latest iPhones, Macs and other Apple devices.
Other examples of educational videos include case studies, testimonials, product tours, and announcement videos.
Being able to relate or perform a needed service can help companies boost customer engagement.
Short funny videos that get your customers to laugh and relax helps them relate better to your brand. Ads are a great way for brands to marry humor and video content into a format that just works. A favorite example is the 2018 Super Bowl Tide Ad featuring Stranger Things actor, David Harbour.
Other great ways to engage with your customers include:
- Videos offering a service or welcoming you to a group or newsletter are another way for companies to engage with customers.
- Video takeovers with an influencer or a team member showing behind the scene footage of what goes on inside a company.
Video is truly a versatile medium that every marketer should have in their arsenal. Knowing the video to create to achieve a particular goal is important if you wish to reap the benefits that come with video content.