Email marketing has the potential to be incredibly beneficial, thanks to its low-cost basis and potential for significant traffic and conversions. But, email marketing isn’t going to do all the work for you. You have to work proactively to boost your conversion rates. If you’re interested in maximizing conversions in your marketing strategy, one of the best approaches is placing embedded email videos into the body of your emails. But what is it that makes this strategy so valuable?
Embedding Email Videos
First, let’s talk about the process of embedding email videos. Anyone can send a video in an email if you send a person a link to a YouTube page or a link to a file stored in the cloud. But this form of video sharing isn’t particularly engaging, and there’s no guarantee the person receiving the link is going to click it.
Instead, it’s better to embed your videos into the body of your email message. Even better than that, it pays to make sure your videos automatically play when the person opens the email for the first time. Embedded video email tools like Viewed make it easy to do this; assuming you already have a video ready to go, you can upload the video to the platform, generate a snippet of code, then paste that snippet into the HTML code of your email. When done, you can send the email to your subscribers and the video will automatically play when they open the message.
The Conversion Benefits of Embedded Email Videos
Why is this strategy so beneficial for your conversion rate?
There are several possible explanations, including:
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Immediate appeal
Most people don’t like to waste time reading long, drawn-out messages. But when they open the email and see a video immediately playing, there’s an immediate appeal. People are less likely to delete your email or move on when there’s an interesting video playing in front of them. It’s a great way to grab their attention and keep it for at least a few minutes.
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Competitive differentiation
This strategy is also powerful because not many brands are using it. It’s a relatively new technology that most companies simply have not discovered. If your rivals aren’t currently using embedded videos in their emails, you have a competitive opportunity; you can be the first brand in your industry to make use of this tactic. When people see this, they may grow to think of you as a true thought leader. Also, they may think more highly of your brand.
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Engagement and attention
It’s been repeatedly demonstrated that video is one of the best content mediums for securing engagement with your users, and of course, more engaged users are much more likely to convert. People are more likely to connect with videos playing in front of them than written content, so it stands to reason that if you make a persuasive argument in your video, people will be more likely to follow it.
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Information processing
It’s also worth noting that generally, people process information faster and more efficiently when they see it in a visual format. Human beings are wired to be visual creatures, so we’re not very good at processing written information. You can convey more information in less time to your viewers by utilizing a video. Thus, it counteracts one of the weaknesses of modern email marketing.
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Calls to action
Finally, consider the fact that you have total control over how the video is produced and how it displays in the body of your email. That means you can include a powerful call to action (CTA) or several calls to action. You can even experiment with different CTAs to see if they elicit different results.
The Caveats
Of course, there are some important caveats to keep in mind when using embedded videos in your email marketing strategy.
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Users must open the email
Your embedded video isn’t going to make much of an impression, nor are your calls to action going to be successful if your recipients never open the email in the first place. Because of this, it’s critically important to master the art of the subject line; unless you have a powerful subject line in place, your video is functionally useless.
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The video must be engaging
Similarly, you’re not going to see a high conversion rate unless you have a high engagement rate. Your video needs to be interesting, attention-grabbing, and engaging to the people seeing it.
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You need an audience-specific strategy
Ideally, your video email strategy will be audience specific. In other words, you’ll tailor your content to the people viewing it.
Overall, embedded email video is an incredibly powerful tool. It can help you secure more conversions in your email marketing strategy. You just have to make sure you’re using this approach appropriately.
The post What Makes Embedded Email Videos So Powerful for Conversions? appeared first on KillerStartups.
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