Email marketing campaigns promote customer loyalty and attract new ones. As a business owner, you know that adding photos and other images to an email draws more interest than those with text only. Adding videos goes the next step and engages readers even more. Some small business owners feel that it’s technically difficult or time consuming to create a short video and then embed it in an email marketing campaign. But it can be an easy exercise, enabling you to engage with customers in a relaxed way while explaining how your business will help them.

These email marketing statistics show how powerful an embedded video can be:

  • An initial email with a video receives an increased click-through rate by 96%.
  • Attaching a video in an email can lead to a 200-300% increase in CTR.
  • Using the word “video” in the subject line increases open rates by 19%, CTR by 65%, and cuts the number of unsubscribes by 26%.
  • 54% of email subscribers prefer emails with videos.

This winning strategy is not only for large corporations. Small businesses can take advantage of this powerful tool. Yet some feel that it’s too technical, takes too much time, they don’t know what to include in the video, and don’t feel comfortable in front of the camera. The best advice for those who are video-averse is – watch other small business videos. You’ll soon see that they are not necessarily professional, but the good ones have a clear message and are customer focused. The video can be short and still effective. Some sources say a 10 second video has big impact. Some say a 60 second is best, and most agree a 2-minute video is about the limit. Some topics to get you thinking about your video include:

  • Get to know us: Introduce yourself and talk about your business, including how you can solve customer needs.
  • What we offer: Include a brief description of your products and services, and a call to action to browse your website or follow you on social media.
  • What sets us apart: Based on your target audience, talk about what your business offers that others don’t.
  • New products: Perfect for an email marketing campaign. Show the product and demonstrate how it works.
  • Holiday specials: Customers will appreciate early notice of upcoming specials and how to get them.
  • Testimonials for social proof: Share what other customers like about your business. Social proof is a strong incentive for purchasing.
  • Celebrations, events, industry events, and awards: Build credibility by sharing celebrations or recent awards with customers.
  • Community involvement: Customers will relate to stories about your participation in community events for which you have a passion.

How to do it

It is not as difficult as you might think to include a video in your email marketing. First, upload your video to YouTube, Vimeo or another video-sharing platform. The method for copying it to your email will vary depending on the email program you use.

  • Constant Contact: Here’s a video that describes how. Briefly, as you’re creating your email, simply drag a video block into your email. Then, add your video’s url to it. When readers click on this thumbnail, a new browser window opens where they watch your video.
  • Mailchimp: This short tutorial explains how to insert a video content block with a call-to-action button into your email. Readers click on it and a new browser window opens where they watch your video.

For other email programs, online tutorials are available. If the email program does not support embedding a video, you can just include a screenshot of the video and a link in the body of the email.

Of course, your email should include compelling text along with the video. Be sure to add captions to it for users with video off and ADA compliance. Readers will read the email if you include the word “video” in the subject line of the email. Examples include: “Watch our video for exciting upcoming news,” or “Video: new products for those on your holiday list.”

Be sure to include the video on your website, in e-newsletters and all your social media channels.

Give videos a try for your next email newsletter or marketing campaign. Follow-up by asking customers for feedback on it and ideas for future videos.

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