Email marketing is an essential part of any company’s communication strategy. It allows businesses to reach out to their customers and prospects directly. Video content has become increasingly popular in recent years, and for a good reason: videos can help to improve engagement rates and personalize the customer experience. However, sending video through email can be challenging because of file size limitations and compatibility issues. In this article, we will show you how to overcome these challenges by providing best practices and methods for sending videos through email. Whether you are new to email marketing or looking to take your strategy to the next level, our comprehensive guide will help you to create engaging and effective video content that resonates with your audience.

Introduction

Email has been a staple of business communication for decades, but its effectiveness and engagement rates have plateaued in recent years. With the rise of video content across all digital platforms, integrating video into email marketing has become an increasingly popular strategy to reignite inbox engagement.

Sending videos through email can help businesses showcase their brand personality, connect with customers on a personal level, and drive conversions. Videos can convey information in a more dynamic way than text or static images, making them an excellent tool for grabbing and retaining attention.

However, sending videos through email comes with its own set of challenges. The large file size of videos can cause slow load times, leading to high bounce rates and low conversion rates. Moreover, not all email clients support video playback, which can lead to a poor user experience.

In this blog post, we’ll cover some best practices for sending videos through email, including video size and format, content strategy, and call-to-action placement. We’ll also discuss different ways to send videos through email, such as file sharing services, HTML5 video, and embed codes. By the end of this guide, you’ll have the tools and knowledge to create impactful video content for your email marketing campaigns.

Why Sending Videos Through Email is Important

Engagement

Engagement is a crucial factor in any email marketing strategy, and incorporating video content can help significantly improve it. Videos have the power to capture the audience’s attention, evoke emotions, and convey messages effectively. This can lead to higher click-through rates, open rates, and ultimately, conversion rates.

Click-through rates (CTR) measure the number of clicks that your video receives compared to how many times it was viewed. Incorporating engaging videos in your emails can increase CTRs dramatically. For example, a report by Campaign Monitor revealed that adding videos to email marketing campaigns can boost CTRs by up to 300%.

Open rates are also an essential metric that measures the number of subscribers who opened the email. A video thumbnail in the subject line can help increase open rates as it catches the reader’s attention and sparks their curiosity. Personalizing the email with the subscriber’s name can further increase open rates as it gives a sense of exclusivity.

Conversion rates, or the percentage of recipients who take the desired action, such as making a purchase or filling out a form, can also be improved through video content. A study by Vidyard found that including videos on landing pages can increase conversions by up to 80%.

In conclusion, engagement is a critical metric for email marketing success, and incorporating video content can significantly impact click-through rates, open rates, and conversion rates. By creating relevant and high-quality video content and strategically integrating them into emails, businesses can see a significant improvement in their email marketing performance.

Personalization

Personalization is a crucial component of sending videos through email, as it can significantly improve the customer experience and foster stronger relationships. By tailoring video content to the recipient’s interests, needs, and preferences, you can create a more engaging and relevant experience that resonates with your audience.

One way to personalize video content is by segmenting your email list based on demographics, behavior, or past interactions. For instance, if you’re a clothing retailer, you can send personalized video recommendations based on the recipient’s previous purchases, browsing history, or location. This not only makes the video more relevant and valuable to the viewer but also shows that you care about their individual needs and preferences.

Another way to personalize video content is by using interactive elements such as clickable buttons or personalized landing pages. For example, you can include a call-to-action button that directs the viewer to a landing page that offers a special promotion or personalized product recommendations. This not only provides a more engaging and interactive experience for the viewer but also allows you to collect valuable data that can further inform your personalization efforts.

Moreover, personalizing your video content can help build stronger relationships with your audience. When viewers feel that the content is tailored to their specific needs and interests, they are more likely to engage with your brand and develop a sense of loyalty. This can lead to increased customer lifetime value and word-of-mouth referrals, ultimately contributing to your business’s success.

In conclusion, personalization is an essential aspect of sending videos through email. By catering to your audience’s needs and preferences, you can provide a more engaging and valuable experience that fosters stronger relationships and drives business growth.

Branding

Branding

Branding is a crucial aspect of any business, and incorporating video content into your email marketing strategy can help improve brand awareness, memorability, and trustworthiness.

Brand Awareness: Video content is an effective way to increase brand awareness by showcasing your brand’s unique personality, values, and offerings. With the right video content, you can provide your audience with a memorable experience that reinforces your brand identity and encourages them to engage with your business.

Memorability: A well-crafted video has the potential to leave a lasting impression on your audience, making it easier for them to remember your brand. This is especially true if the video is shareable, as viewers are more likely to share memorable content with their friends and social media followers.

Trustworthiness: Videos can also help build trust with your audience by providing a more personal touch compared to other forms of marketing. By showing real people and real experiences, you can create a sense of authenticity that helps your audience connect with your brand on a deeper level.

For example, let’s say you are a skincare company looking to build brand awareness. You could create a video demonstrating your products in action, highlighting the benefits of each ingredient and how they work together to achieve healthier skin. By providing this valuable information in a visually appealing format, you are reinforcing your brand’s expertise and authority in the industry.

In conclusion, incorporating video content into your email marketing strategy can be a powerful tool to enhance your brand’s overall image. By leveraging the benefits of brand awareness, memorability, and trustworthiness, you can improve your relationship with your audience and ultimately drive better results for your business.

Best Practices for Sending Videos Through Email

Size

Size

The size of your video is an important factor to consider when sending it through email. There are several elements that contribute to the overall size, including compression, resolution, and duration.

Compression

Compression refers to the process of reducing the file size of a video without sacrificing too much quality. There are various compression techniques available, such as H.264 or HEVC (High-Efficiency Video Coding), that can significantly decrease the size of your video while maintaining its visual fidelity.

However, it’s important to be mindful of over-compression, which can result in pixelated or blurry images and negatively impact the viewer’s experience.

Resolution

Resolution refers to the number of pixels that make up your video image. The higher the resolution, the sharper and more detailed the video will appear. However, higher resolution also results in a larger file size.

For email purposes, it’s recommended to use standard resolutions such as 720p or 1080p, which provide a good balance between visual quality and file size. Anything above that may cause the video to be too large to send via email.

Duration

The length of your video also plays a role in its file size. The longer the video, the bigger the file size. It’s crucial to keep your videos concise and to the point, ideally under two minutes. Not only does this help with file size, but it also keeps your audience engaged and prevents them from losing interest.

Example

Let’s say you have a one-minute video recorded in 4K resolution. If the video is not compressed, it could result in a file size upwards of 1GB, making it difficult to send via email. By compressing the video and reducing the resolution to 1080p, you can reduce the file size significantly without compromising on the video’s quality.

In summary, managing the size of your video should be taken seriously when sending it through email. By considering compression, resolution, and duration, you can ensure that your video remains manageable in size while still delivering an engaging and high-quality viewing experience for your audience.

Format

Format

Choosing the right video format is an important aspect of sending videos through email. Some common formats include MP4, MOV, AVI, and WMV. Each format has its own advantages and disadvantages, so it’s important to choose the one that best fits your needs.

MP4

MP4 is a popular video format that is widely used for streaming video online. It is compatible with most devices and platforms, making it a great choice for sending videos through email. One advantage of MP4 is that it supports high-quality video while maintaining a relatively small file size. This means you can send high-quality videos without taking up too much storage space or causing problems with slow download times.

MOV

MOV is a video format developed by Apple and is commonly used on Apple devices. While MOV files can be played on other devices, they may not be as widely compatible as other formats such as MP4. However, if your audience primarily uses Apple devices, then MOV may be the best format to use.

AVI

AVI is a video format that was developed by Microsoft. It is an older format that is still commonly used, but it may not be as widely compatible as some of the newer formats. One advantage of AVI is that it supports multiple audio tracks and subtitles, which can be useful for certain types of videos.

WMV

WMV is a video format developed by Microsoft that is commonly used for Windows Media Player. Like AVI, it may not be as widely compatible as other formats, but it can be a good choice if you know that your audience primarily uses Windows devices.

In conclusion, choosing the right video format is crucial for sending videos through email. Depending on your audience and the type of video you are sending, different formats may be more appropriate. Understanding the advantages and disadvantages of each format can help you make a more informed decision and ensure that your videos are delivered in the best possible format.

Content

Content

When it comes to sending video through email, the content you create is crucial to the success of your campaign. Here are some key factors to consider:

Relevance

Your video should be relevant to your audience and their interests. This means understanding who they are and what they care about. For example, if you’re targeting a group of college students, a video about how to ace exams may be more relevant than one about retirement planning.

Value Proposition

Your video should provide value to your audience. This could mean educating them on a topic, entertaining them, or solving a problem they have. Make sure you clearly communicate what they will gain from watching your video.

Quality

The quality of your video can make or break its effectiveness. It doesn’t have to be a Hollywood production, but it should be well-shot and edited. Poor lighting, shaky camera work, and bad sound can all detract from your message.

Authenticity

Authenticity builds trust with your audience. Be yourself and let your personality shine through. Don’t try to be something you’re not. Your audience will appreciate your honesty.

In summary, creating high-quality, relevant, valuable and authentic video content is essential for successful video email marketing. These factors help ensure that your audience will engage with your content and take the desired action, whether that’s visiting your website, making a purchase, or sharing your content with others.

Call-to-Action

Call-to-Action

A call-to-action (CTA) is a crucial element of any marketing email that prompts the receiver to take specific actions. Whether you want them to sign up for a newsletter, download an e-book, or make a purchase, your CTA should be clear and compelling enough to grab their attention.

CTA Placement

The placement of your CTA plays a significant role in whether or not it will be clicked by your recipients. Generally, CTAs are placed above the fold, which is the area visible without scrolling down the email. This ensures that your CTA is seen immediately upon opening the email. However, placing the CTA at the end of the email can also be effective, especially if you’ve provided valuable content beforehand, such as a product demonstration video or a case study.

CTA Language

The language used in your CTA is crucial for its success. It’s important to use action-oriented verbs that instill a sense of urgency in the reader. For example, “Sign Up Now” or “Download Today” are more effective than passive phrases like “Learn More.” Additionally, using personalized language like “Get Your Free Trial” or “Claim Your Discount” can help to create a sense of ownership and exclusivity.

CTA Design

The design of your CTA should be visually appealing and stand out from the rest of the email. The color, size, and shape of the button can all impact its effectiveness. Bright colors like orange or green tend to grab attention more than muted tones. The size should be large enough to be seen but not too large that it overwhelms the email. Finally, the shape of the button should be easy to click on both desktop and mobile devices.

In conclusion, crafting an effective call-to-action requires careful consideration of elements like placement, language, and design. By optimizing these factors, you can increase your email engagement rates and drive conversions.

How to Send Video Through Email

File Sharing Services

File Sharing Services

One of the easiest ways to send videos through email is by using file sharing services such as Dropbox, WeTransfer, and Google Drive. These services allow you to upload and share large files with others, making it simple to send videos without worrying about size restrictions.

Dropbox

Dropbox is a popular cloud-based file sharing service that lets you upload and share files with others. To send a video through email using Dropbox, simply upload the video to your Dropbox account and create a share link. You can then copy and paste the link into an email and send it to the recipient.

One of the advantages of using Dropbox is that the recipient can download the video directly from the link without having to create their own Dropbox account. However, the free version of Dropbox only offers 2GB of storage, so you may need to upgrade to a paid plan if you frequently send large video files.

WeTransfer

WeTransfer is another file sharing service that allows you to send large files up to 2GB for free. To use WeTransfer, simply upload the video to WeTransfer’s website and enter the recipient’s email address. Once the file is uploaded, WeTransfer will generate a download link that you can send to the recipient via email.

Unlike Dropbox, WeTransfer does not require recipients to create an account to download files. However, the download link expires after 7 days, so make sure the recipient downloads the video before the link expires.

Google Drive

Google Drive is a cloud storage and file sharing service that offers free storage up to 15GB. To send a video through email using Google Drive, upload the video to your Google Drive account and create a share link. You can then email the link to the recipient.

One advantage of using Google Drive is that it integrates seamlessly with Gmail, Google’s email service. This makes it easy to attach files stored in your Google Drive account to emails without having to leave the Gmail interface.

In conclusion, file sharing services like Dropbox, WeTransfer, and Google Drive make it easy to send videos through email. Each service has its own advantages and limitations, so choose the one that fits your needs best.

HTML5 Video

HTML5 Video has opened up a whole new world of possibilities for integrating videos into websites and emails. It allows for seamless video playback without the need for additional plugins or software, making it easier than ever to share video content with your audience.

To use HTML5 Video, you need to embed the HTML5 code in your website or email. The code specifies the video file and its parameters, such as size, resolution, and autoplay settings. Many email service providers now support HTML5 Video, meaning that you can send videos directly through email using this method.

When it comes to hosting your HTML5 video, there are many different platforms to choose from. Some popular options include YouTube, Vimeo, and Wistia. These platforms offer a range of features, including video analytics, customizable players, and social sharing options. They also take care of all the technical details, such as video encoding and streaming.

One advantage of using a hosting platform for your HTML5 Video is that it can help improve the performance of your website or email. By offloading the video to a third-party server, you reduce the amount of data that needs to be transferred between the user and your website or email server. This can lead to faster load times and better user experience.

In summary, HTML5 Video is a powerful tool for sharing video content online. By embedding the HTML5 code and hosting your videos on a platform like YouTube or Vimeo, you can create engaging and interactive experiences for your audience. Whether you’re creating marketing videos, product demos, or training materials, HTML5 Video is a versatile and accessible option that can help take your content to the next level.

Embed Code

Embed Code is another popular way of sharing videos via email. This method involves embedding the video using HTML code from a hosting platform like YouTube, Vimeo, or Wistia.

YouTube is the most commonly used video hosting platform, and it offers a straightforward process for embedding videos. Simply copy the embed code provided by YouTube and paste it into the HTML editor of your email client. However, it’s important to note that some email clients may not support embedded videos from YouTube due to security concerns.

Vimeo is a video hosting platform that is known for its advanced privacy settings and high-quality video playback. To embed a video from Vimeo, click on the “Share” button under the video and select the “Embed” option. You can then copy the embed code and paste it into the HTML editor of your email client.

Wistia is a video hosting platform that specializes in business video hosting. It provides a range of tools for businesses to customize their player, add call-to-actions, and analyze video engagement. To embed a video from Wistia, click on the “Embed” button under the video and copy the embed code. You can then paste it into the HTML editor of your email client.

When using embed codes, it’s important to keep in mind that some email clients may not support them, and they may also affect your email deliverability. Additionally, you should ensure that the video size is appropriate and that the placement of the video is strategic to encourage engagement.

Overall, embedding videos using HTML code from hosting platforms like YouTube, Vimeo, or Wistia can be an effective way to share videos via email, but it’s important to exercise caution and ensure that the video is optimized for email clients.

Conclusion

Conclusion

In conclusion, incorporating video content into your email marketing strategy can be a game-changer. It allows you to engage with your audience on a more personal level, increase click-through and conversion rates, and ultimately drive business growth.

Video content has become an increasingly popular and effective way to communicate with customers. Its engaging and interactive nature makes it more memorable than text-based emails. This is especially important in today’s digital age where people are constantly bombarded with information.

By including video in your email marketing campaigns, you can create a more personalized experience for your subscribers. You can showcase your products or services, educate your audience, and tell your brand story in a way that resonates with them.

Furthermore, video content can help improve your email metrics such as open rates and click-through rates. According to Hubspot, including the word “video” in your email subject line can increase open rates by 19% and reduce unsubscribe rates by 26%.

It’s important to note that adding video to emails requires careful planning and execution. You should always consider best practices such as optimizing the size and format of your videos, ensuring their relevance to your audience, and including strong calls-to-action.

Overall, video content has the potential to transform your email marketing strategy. By leveraging the power of video, you can deepen relationships with your subscribers, boost engagement, and drive conversions.
Sending videos through email is an effective way to engage your audience and improve your email marketing strategy. By following the best practices outlined in this guide, such as optimizing video size and format, creating valuable content, and including clear calls-to-action, you can increase engagement and drive conversions. Whether you choose to use file-sharing services, HTML5 video, or embed codes, it’s important to prioritize relevance, quality, and authenticity in your video content. By incorporating video into your email communication, you can create a personalized experience that fosters stronger relationships with your customers and enhances your branding efforts. So start sending those videos today and see the impact they can have on your email marketing success!