The average user receives up to a hundred emails per day. As a consumer,  email marketing is no longer something you can avoid, and as a  marketer, you should take full advantage of this marketing method. How to improve your email marketing should be fairly high on your list of research. So here it is!

How To Improve Email Marketing

It’s impossible and at the very least frustrating for consumers to sieve through these hundreds of emails. Marketers need to send out finger-stopping content that makes your audience open your email. 

The best way to capture your audience’s attention via email marketing is to offer valuable, engaging content. Audiences are getting busier and more visual, hence the influx in video marketing online. Whether you include time lapses, how-to’s, or animated explainer videos, a video is the best way to quickly and effectively communicate your message to your audience.

How to improve your email marketing with video:

1. Keep it Short

Multitasking is a way of life now, and people have shorter attention spans than in the past. Your message needs to be short and straight to the point to be received effectively.

2. Make It Clear

If you don’t ask, you’ll never know. Just the same, if you don’t tell your audience you have a video for them, they won’t be interested enough to open your email. Videos have been proven to increase open rates and they help reduce the number of unsubscribes. It’s safe to say that consumers prefer receiving video content, so give the people what they want – and make sure they know it! Tell your audience that you have a video for them, and that is how you increase open rates.

Studies have shown that including video content in your email increases the CTR by up to 300%. Additionally, mention “video” in the subject line of your email, and the open rate shoots up by up to 13%.

3. Add a CTA

An essential part of any marketing campaign is to add a call to action. This tells your audience what they should do next. Do you want them to fill in a form, contact you, or can they go straight to a landing page and start shopping?
Improve your email marketing with video by doubling down on your CTA. Add your CTA at the end of your video, as well as in your email text. 

4. Identify Your Objective

From explainer videos to how-to videos or presentations, there are many forms to choose from to improve email marketing. Depending on your campaign goals, some videos may work better than others. Here are some types of videos that work well for certain objectives. 

Objective Type of Video
Create brand awareness

Explainer Videos

Spot Videos

Educate your audience

How-To Videos

Explainer Videos

Increase brand trust

Product Reviews


Behind The Scenes

5. Choose the Best Method

You know the saying…There’s more than one way to share video content via email campaigns.
The most common way to share a video is usually to embed the link, but keep in mind that not all email providers support embedded links.
Luckily it’s not the only way to get your content out there. Use a YouTube link, Vimeo link, or link to your website. The latter is great for website traffic too! 

Tip: Use GIF images (extracted from your video, as a preview) to suggest the presence of a video in the email campaign.

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