By Lidia - 23-02-2017 - Category: Email Marketing
Brands increasingly are more committed to include less text in their emails and more videos to encourage their subscribers to interact with them. The key to achieving good results using video email marketing depends on many factors such as the quality of the video, themes and of course its length. Any video content, embedded or not in an email, lasting more than three or four minutes is doomed to be discarded.
But ... If we use videos...How much can they increase our email marketing results?
According to Forbes, brands that include video in their email campaigns increase clics' percentage by 50%, reading time and the percentage of times that their sendings are shared and forwarded to third parties. In addition, the use of videos in bulk email sendings can improve 36,8% sender's brand image and implies an increase of the 34% in user's loyalty.
The reality is that just using the word "Video" in the message's subject can help to improve the opening ratios (+ 19%) and clicks (+ 65%) significantly. The brands that use the word video in message's subject also experience a decrease in the number of unsubscribes (-26%).
However, if the submitted video content does not "hook" attention's subscriber, these numbers are completely blurred. Keep in mind that video types that work best in email marketing are those that have to do with training courses (28.8%), product demonstrations (22%), promotions (19.1%), customer testimonials (17.8%) and corporate messages (5.1%).
Mail clients that play video
Not all email clients support video playback directly from the message body. In fact, most clients don't. For this reason, it is important to set an image replacement (fallback) linked to the video so users can see this from the browser.
Below you can see what each mail client does when you receive an email that has an embedded video: