Video in email marketing

Video in email marketing
In this file, you can ref free useful materials about video in email
marketing and other materials for video marketing such as video
marketing tips, video marketing tools, video marketing sites.
If you need top free materials below, please visit:
videomarketingaz.com
· Top 21 tips for video marketing
· Top 31 sites to upload your videos
· Top free 7 tools for video marketing
I. Video marketing content for you!
Email campaigns are a great way to share your video content, but people
are still a bit unsure about how to include video effectively. In this post
I’ll share some tips and tricks to help everybody add the special sauce
Video marketing. Free pdf download examples Page 1

and really amp up their nurturing campaigns.
The Top Question about Video in Email Marketing
A lot of people ask me “Ian, can I stream video playback in an
email?”. The answer to this question is sort of. The image below
outlines which email clients support video, but as you’ll notice, you have
to be careful with this pie chart. Because the two major email clients
(Outlook and Gmail) do not support video playback, you have to get a
bit creative to give your readers an interactive video experience.

(Image courtesy of VideoEmail.com)
That said, here’s my 4 tips to work around the playback challenge and
incorporate video in your emails:
1. Within your email, include an image from your video and put a
play button over top of it to mimic the look of a typical video player:
Here you’re adding a visual indication that a video is part of your email
with the play button. When readers are prompted with this play button,
they’ll click the image and be directed to a landing page – or a branded
video sharing page – with your video embedded. Using a compelling
image to link readers to your video content within email works really
well to increase click through rates.
You can also use a GIF instead of a static image; however, you should
choose an ideal first image for the GIF in case the email client does not
support GIFs (darn Outlook), and freezes at the first image.

2. Embed video on your landing page and set it to auto-play:
Because you’re technically redirecting folks to a landing page with your
video embedded, you’ll want to catch their attention right away and
auto-play is a surefire way to do this (it also requires less clicks from
your viewers).
3. As a general guideline, your video should be 30-90 seconds for top
of funnel campaigns and 1-30 minutes for individuals further down
the funnel:
Because attention spans will vary depending on a prospect’s progression
through the sales funnel, you’ll want to make sure your emails, and the
videos within those email campaigns, are highly targeted.
When sending communication to top-of-funnel leads, the associated
video should be short and sweet and doesn’t necessarily have to go into
product details. The whole point is to attract new contacts and guide
them into the sales funnel.

For prospects you’re targeting who are further along in the funnel,
consider including videos to answer questions you know they have about
the product, detailed product demos, or personalized videos about how
the product solves problems within their industry.
4. Place a call to action during, or at the end of the video that
suggests a clear next step for your audience:
If you’ve managed to get your readers to become viewers, you’ll
definitely want to direct your them to more content they might like,
encourage them to share the video with social buttons, or have them fill
out an Eloqua form at the end of the video.
Building a call to action can be as simple as prompting viewers to
“download our white paper” or as strategic as including a contact form
at the end of a video. A form can collect even more details to push into
your marketing automation or CRM contact records for future lead
nurturing and segmentation.

Here’s an example CTA I built for the end of a video:
You can also check out some best practices for video CTAs by my
buddy Micheal Litt in his Demanding Views post.
Tracking & Measuring your campaign
You can send as many emails as you want, but if you aren’t tracking
responses, you won’t know if your videos are effective or not. All email
marketing systems can tell you who’s clicked on your email, and which
links they clicked within the email – video or otherwise. Tracking
beyond this info is where things get more interesting.
For our video campaigns, we use Vidyard to track not only who watches
the video, but how long each individual viewer watched our video and

where they dropped off or lost interest. For instance, if Steve watches
our home page video, but never returns to our site, it’s safe to assume he
was not as engaged with our content as Monica, who watched our
Eloqua integration video, visited our blog, and watched more video
content on ourSpace Academy.
Capture new leads with forwarded emails
If someone really likes your email/video they may forward it to a friend.
If their friend’s contact information isn’t stored in your marketing
automation or customer relationship management system, you’ll want to
make sure there’s some way for this new contact to put up their hand
and request more information.
Vidyard offers email gates that can be added before the video plays and
customizable calls-to-action that follow the video wherever it’s viewed.
Optimizations like this can help you capture lead data anywhere your
video goes, and it’s important to have this sort of strategy for capturing
information from viewers who want to self-identify as interested
prospects.
Oh the places your video will go!
What if someone likes your content so much that they publish it
elsewhere (blog, press, social media etc.)? Or if they use your video
within re-published content? Well, the same functionality will apply.

You still get all the data, lead generation, and the built in calls to action
regardless of where your video ends up out on the Internet. This applies
to YouTube annotations, and Vidyard’s calls-to-action.
If you’re using video in your email campaigns, how’s it working? How
are you tracking your success? What’s your average click through rate
when you include videos? Tell me in the comments below – I’d love to
hear about what’s working and if you find these tips helpful!
II. Video marketing tips
#1: Make your title count
Just like a headline to a blog post,
video titles can pull powerful
traffic. There are two main reasons
why the title is so important. One,
a great title can instantly grab a
viewer’s attention.
Two, when you use the appropriate keywords in your title, you are more
likely to show up on search engines when people are searching for your
topic. And remember Google owns YouTube, so there’s a story
connection between video and searching.
#2: Provide excellent content
Take some time to think about your ideal viewer. What do you know
that they’ll find valuable? What can you teach them? “How-to” videos
are extremely successful because not only do they offer great value to
your viewer, but also you’re able to showcase your knowledge and skill,

thus positioning yourself as an expert. This is key as you continue to
grow your brand.
#3: Include your URL in your video
When you edit your video, take advantage of the different editing
features. One easy feature is to add a text box to your video. This is
where you can display your website address and it’s a great way to get
exposure.
Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she
used a text box in her video to display key information, including her
website URL at the end of her video. Smart move!
#4: Take advantage of video’s branding opportunities
For branding purposes, have your company logo displayed prominently
somewhere on the screen. You can do this at all times, or during key
times in your video.
In the image below, notice how the company logo is displayed in the
upper-left corner. You can display your logo throughout your video or
only at key times.
#5: Always provide an HTML link
When you post on YouTube, you have the option to write a short
description of your video. Always start with the link you want to drive
your viewers to so you don’t miss this key opportunity.
Here’s a snapshot of the description boxes from one of my YouTube
videos. Notice the placement of my website URL (it’s the first thing

you want to put in the box!) and the keywords I used in my title as well
as the description.
#6: Go beyond YouTube
Most people post their videos on YouTube. In addition to this, make
sure to always embed your video on your own website. This will
increase the amount of time people spend on your website and help grow
a captive audience.
Also, Google’s algorithms consider how many times a video is viewed,
and embedded video views you receive get added to the ‘views’ tally on
YouTube. This is important for showing up in Google search results!

Video in email marketing

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Video in email marketing