Video in Email Creates Higher Clicks and Conversions

Adding video to email is a powerful way to double and triple the click your call to action in an email campaign might receive. Obviously, this will vary with other elements, but it’s a pretty accepted and tested tactic.

Of course the trick you can’t simply slap a YouTube video in an email and send it out. To date, none of the traditional ways of creating and viewing video are compatible with email sending. A host of services are cropping up to try to create turn-key platforms that make using video in email much easier, but there are two methods today that many small business folks can take advantage of without too much technical expertise. (I believe you should be testing this right now)

1) Click to view – this isn’t really video in email but it creates the allusion of it and the video call to action is a very strong incentive for people to click through. (Who knows this may lose it’s effectiveness as many things do, but for now it’s more effective than a text link.) All you need to do to create a click to view call to action is capture an image of your video in what looks like a video player, complete with play button. When people click on the image it takes them online to the URL embedded in the image.

Video in email

You can host your video on YouTube, Vimeo or Viddler and send people directly to one of these sites to view, but I would take the extra step of embedding the video on your site or in a blog post. It’s terribly easy to do and that way you keep the brand experience going and can offer additional information and offers on the page.

2) Animated gifs – Animated gif files are pre 2000, you remember the days of the spinning chicken on your website, right? They have become much more sophisticated and can be used to deliver a richer, animated experience in an email. One downside is there is no audio, just motion. They also currently have issues in Outlook 2007 and show only as an image. You can create animated gifs in Photoshop and most email service providers allow you to embed them in your HTML templates like you would any other image.

Both of these approaches can only be delivered via an HTML email and the precipitant must enable images to view.

There are signs on the horizon that a true video in email experience is not far away – Google Gmail now allows a setting that will show YouTube video preview in Gmail. (You have to enable this setting in the Labs tab) Other 3rd party systems like GoodMail are trying to push for a certification system that would allow you to send video in formats such as flash as long as you were a certified sender in good standing.

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  • Mark Faggiano

    John –

    Love this concept.

    I challenge my clients all the time to incorporate more video into their content. Some are more receptive than others. :-)

    Thanks for sharing.

  • adproducts

    We are in the process of redeveloping our website, and are keen to include some video. Main concern is that being we are in business to business sales, does the level of “professionalism” of the video production matter more than in other fields?

    • ducttape

      I would never tell you to put up unprofessional videos, but it's the content that really matters. If you are showing someone how to do something or teaching a concept I think it's perfectly acceptable to produce video that is not up to Hollywood standards – key is the information.

  • audiobible

    So if you want to send a video in an email, how do you do it? Or is it not possible right now?

    • ducttape

      Technically it's not possible to send a full fledged video in an email right now. that may change, but my suggestions above were ways to take advantage of video calls to action that are pretty powerful right now.

  • Flywheel aka Ortonom

    Great article John. I have been using web video and video email marketing for a few years now. My prospects and clients always respond positively.
    Sending videos is one of the quickest methods to establish trust in the sales process. Videos also reduce confusion when conveying complex ideas while improving the overall retention of the message.
    Advancements in technology have made web video accessible to the masses; this is because the hardware is now affordable and it is easy to use. For around one hundred bucks, you can purchase a more than adequate web cam. We recommended the Logitech 9000 USB webcam; it has won numerous awards. You can also pick up a Flip Video portable camcorder for around the same amount of money. Granted, you are not going to be able to take over Hollywood with these recording devices, but you will be able to produce good quality videos, quickly and easily.

  • Joyce Oladipo

    To have a video image that draws attention, it must have a good headline that solve an urgent problem without that you wll not get a better click through rate.

    Thanks for sharing this tip


  • TheWealthSquad

    Video in email is a great way to create a difference in your marketing campaigns. The technology is not quite there to make it super easy but if you are willing to learn and stay ahead of the competition, it can set you apart.

    Just remember that while broadband is becoming more common there are still many people that use dial up or slower access. You want to include an alternative for them to be able to read the text or maybe play an audio file.

  • eyemailcanada

    I would be interested in your opinion on EyeMail. True Video Email that plays instantly in the inbox. Delivered with no attachments, no clickthrough, no downloads, and no viruses. And, with 30 second high quality video or audio, has a total size of 4 – 15K.
    It sounds unbelievable, but see for yourself and contact me with your thoughts. This is a great article, I'd like to see what you think EyeMails potential is in the email marketing world.

  • videomarketing

    Interesting article post. By creating and broadcasting your videos is a great way to market your business to the whole world and this is what I provide for small local business to promote their products or services. I enjoyed reading your articles. Thanks and more power.

  • kira kira

    Technology is improving every day. Adding video to email is a powerful way to attract people. Turn-key platforms make using video in email easier. A brilliant website details how video in email creates higher clicks and ways to add video in email to promote internet marketing.

  • videoguy

    Video Email has helped my business tremendously. I use it particularly to follow up with leads I receive via my website. It certainly gives me a leg up on my competitors. I was using springdo for a while but they seemed to have gone out of business. It was a free site. I have since moved over to CoVideo Systems. Their monthly fee is affordable and the quality of the video is much better.

  • Marvin Bzura

    Lead capture, mobile phone lead capture, text messaging lead capture, video email campaigns w/ autoresponders, triggers, list segmentation & live webcasting.

  • mike

    I use video email to keep my customers up to date and to promote new products from our sweet shop/bakery. It has helped me very much in repeat customers. After looking for a while, I have signed up with CoVideo Systems
    Great product and affordable price.

  • mike

    I use video email to keep my customers up to date and to promote new products from our sweet shop/bakery. It has helped me very much in repeat customers. After looking for a while, I have signed up with CoVideo Systems
    Great product and affordable price.