3 REASONS TO USE PERSONALIZED VIDEO IN YOUR EMAIL MARKETING CAMPAIGNS

Video embeds significantly increase email opens and click-through rates.
Rielle Ullberg Mar 13 ,2019

Some have said email is dead. We beg to differ. Email marketing is as powerful as ever and continues to evolve. Part of that evolution involves the incorporation of new or different content formats into the emails themselves. At the forefront of this movement is video.

1. VIDEO CONTENT INCREASES EMAIL OPENS

A report from Forrester found emails containing video content experienced a 200-300% boost in click-through rates. This is a big deal for marketers because those substantially higher open rates lead to increased website traffic and conversions. Keep in mind, too, that video content is on track to become the most consumed content on the web – 80% of web traffic by 2021 will involve videos, according to estimates.

Although some brands and publishers can get away with text-heavy emails, brevity is still preferred for email content. Video allows marketers to compress dense blocks of text into compelling visuals that are more likely to engage viewers.

2. THE WORD “VIDEO” IN EMAIL SUBJECT LINES ACTS AS A TRIGGER

Simply mentioning the word “video” in an email subject line increases open rates by 7-13%. This statistic demonstrates the growing preference that consumers have for video content. It goes without saying that simply throwing the word “video” in your subject line isn’t good enough – you need to have a compelling video in the email itself. Of course, if you do plan to insert a video in an email, insert the word “video” in the subject line without it sounding unnatural or dull.

3. PERSONALIZED VIDEO USED IN EMAIL SKYROCKETS CONVERSIONS

Since we are the owners of a personalized video platform, IndiVideo, the next statistic is our favourite so far. According to research, the use of personalized video in emails leads to a 500% lift in email conversions.

This speaks to the power of personalized video content and personalization in general. This is certainly true in the case of marketing incentives such as customer loyalty programs, where recipients expect custom-tailored communications.

HOW TO USE PERSONALIZED VIDEO IN EMAIL MARKETING CAMPAIGNS

Marketing researchers have identified video as an opportunity to boost the effectiveness of email marketing. But how should you go about implementing personalized video content in your email campaigns?

Like all other formats, your use of email needs to fit within your content strategy and function at the right stage of buyer funnel. In most cases, emails work best near the bottom-of-the-funnel, when consumers have already invested some time and interest in a brand. Of course, your use of email may differ based on your industry and product/service offering.

With that said, there are some best practices to follow when leveraging personalized video content in emails.

BEST PRACTICES FOR USING PERSONALIZED VIDEO IN YOUR EMAIL CAMPAIGNS

  • Focus on Relevancy – Personalize not only the email itself but also the content of the video.
  • Keep Videos Short – Try to keep email videos under 5 minutes. Anything longer should be broken up to accommodate viewer attention spans.
  • Use Email Videos Sparingly – The statistics above might make you feel that you must experiment with personalized video right away. However, it is better to use personalized videos in emails only when it is strategically sound, so as to avoid overwhelming your customers with content.
  • Choose Your Thumbnail Carefully – This concept is no different than a YouTube or Netflix thumbnail – the more compelling the thumbnail is, the more likely users will click on it.
  • Use a Compelling CTA – Personalization itself won’t make people buy, subscribe or download your offerings (although it certainly helps). Make sure to add an enticing call-to-action at the end of your video so as to persuade your viewers to complete the actions you would like them to take.
  • Optimize Your Descriptions – Make sure to add a detailed yet succinct description that tells viewers what your video entails. More importantly, make sure that your subject line is engaging and, as was mentioned above, contains the word “video”.
  • Test, Test, Test – You must test the video to ensure that it works across all platforms. A glitchy video will frustrate viewers, and they may never open anything else you send them.

PERSONALIZED VIDEO & EMAIL MARKETING BELONG TOGETHER

Email isn’t going anywhere. There are many successful publishing brands (i.e. theskimm) and consumer services (ie. Scott’s Cheap Flights) that use email as their primary channel to deliver their content.

Personalized video has become an undeniable force in the marketing realm. With its ability to dramatically increase open rates and conversion rates, adding personalized video in traditional emails can deliver exponential results for brand engagement and product sales. Email marketing is certainly here to stay, especially since it can be easily paired with video content.

For more information on how BlueRush, and our product IndiVideo, can help you launch an email marketing campaign with personalized video, contact us today!

About the author: Rielle Ullberg

Rielle Ullberg

Rielle Ullberg has worked to implement SaaS solutions for organizations both big and small. She is a fintech fanatic and communications enthusiast. In her role at BlueRush, Rielle leads marketing and facilitates the company’s digital strategy. Email her at rielle.ullberg@bluerush.com

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