Making Video Email Marketing Work

video email marketingWhether you’re a veteran online marketer or you’re just coming in fresh, it’s hard to avoid all the buzz about video email marketing. It can be hard to grasp at first, because videos used to be a poor medium when used over the Internet, mainly due to the lack of a standardized platform of delivery and the fact that bandwidth constraints made it difficult to stream. That is all in the past, though – several new platforms have already risen to the top and have become widely used standards, and bandwidth in most countries have reached the point where they can even stream full HD movies over the web.

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However, video email marketing is not as simple as just reading out your newsletter in front of a webcam and hoping it will work the same. There are a few things you need to do in order to make it work, such as:

Start Small with Video Email Marketing

As you have no doubt heard by now, video is a very, very powerful medium. It can show off your product or service’s strengths, and can tell your customers a much more detailed story than text. However, it’s also a double-edged sword. It can also expose your weaknesses and show your customers if you’re really not ready for this video marketing thing yet. And you know what they say – first impressions last. So make sure your first attempt at a video is not too ambitious. Make something that works well and is affordable, try something that looks attractive even if you’re just using your webcam. Once you’ve attracted enough viewers and gotten a feel for the medium, you can start going for better production values.

Brevity is the Key

The main disadvantage of video email marketing over text, at least from the side of the consumers, is that there’s no way to skim through it. With text, consumers who are fast readers can chew threw the content as fast or as slow as they could. With video, on the other hand, they are at the mercy of the length of the video as well as your talking speed and clarity. So make sure that your video is not rambling or too long, and that you give out interesting information all throughout the duration, instead of saving them all for the end. Approach your video as if it were a commercial.

Don’t Forget Your Email and Text

Not everybody will get to watch the video, whether it’s because they don’t have the time or because their email client blocks contents or because of some strange software glitch. Don’t let the people who fail to watch your video become a lost sale. You should still ensure that you have an effective text content that will serve as an alternative in case your video is unavailable. Make sure that it reflects what the video says and works on its own. If you do t his consistently enough, you will find that there are also people who will eventually try out the video and become avid watchers. If you didn’t give them an alternative text content, they wouldn’t have stayed around to give your video email marketing a chance.


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