Video email is one of the most effective ways to personalize your brand and connect with current and potential customers.

With video marketing being so prevalent in today’s world and with email being such an effective marketing tool as well, it’s a no-brainer to combine the two and include videos in your emails! But using video email effectively doesn’t mean just adding random videos to the end of your emails. It should be a well thought out process. Here are a few numbers that prove why.

Email Marketing Stats

  • Active email accounts are expected to hit 5.6 billion by 2019. (HubSpot)
  • More than 50 percent of U.S. respondents check their personal email account more than 10 times a day, and it is by far their preferred way to receive updates from brands. (HubSpot)
  • 99% of consumers check their email every day. (HubSpot)

Video Email Stats

  • Video in an email leads to a 200-300% increase in click-through rate (HubSpot)
  • 54% of people want to see more video content from marketers. (HubSpot)
  • Using the word “video” in an email subject line boosts open rates by 19% and reduces unsubscribe instances by 26% (HubSpot)

How to successfully incorporate the right videos into the right emails to get the most opens and views possible.

1. Showcase Your Brand’s Personality

With standard text emails, it is sometimes hard for the reader to interpret your tone. But, by including a video in your email, you can make your tone abundantly clear and bring the email to life with your unique personality! Be authentic and convey not only your own personality, but also your brand’s personality. This will humanize your brand and allow you to start building a connection with the viewers. The more connected a person feels to a brand, they more likely they are to buy…and buy again.

2. Display a Great Thumbnail Image

Your thumbnail is the small video preview image viewers see before they click play. The thumbnail serves as the gateway to your video. Most people will decide if they want to watch your video based on this image alone.

These are real email preview images sent Brian Dempsey, founder of Tribe Video. Engagement, feedback and views were significantly higher when using a $5.49 whiteboard from Amazon and personalized a message in the email preview image. We snagged a photo on the Mac using PhotoBooth, but you can use any device and its built-in photo software to create a personalized preview image.

To entice viewers to watch your video, we recommend creating a custom thumbnail. You’ll want to choose an interesting photo, image, or screenshot from the video, maybe something that is inspiring or funny — something that will make your audience want to click play. Even something as simple as a smiling face is more enticing than a blurry crowd with some boring black text. Make sure your thumbnails follow these simple guidelines:

  • Clear and in focus
  • High-resolution
  • Colorful and bright
  • Well framed

3. Put “Video” in the Subject Line

As we mentioned earlier, using the word “video” in an email subject line boosts open rates by 19%. You can even test out multiple subject lines, incorporating “video” in different ways, and analyze how it affects the email’s performance.

You can also try putting “video” in brackets at the beginning or end of the subject line to make it even more clear, like this:

  • [Video] Learn How We Can Solve Your Problem Today
  • Learn How We Can Solve Your Problem Today [Video]

4. Keep it Short

Try to keep your videos under 90 seconds and present your product or service quickly and effectively before you lose viewers’ attention. Most people stop watching videos within the first 60 seconds, so unless there is a particular reason to make it longer, keep it short and sweet.

If you have an idea for a video that you know will take much longer than 90 seconds, you can tun it into a video series. Instead of sending one 8 minute video, you can instead send 8 separate 1 minute videos over the course of two or three months. This will help keep your brand top-of-mind, and ideally, you won’t lose your viewer’s attention.

5. Keep Your Audience in Mind

Put the time and effort into creating custom videos catered to your specific audience. You want to intrigue your viewers and keep their attention for the entirety of the video. This won’t happen if your message and/or delivery is lost on them. Make sure you segment your contact lists effectively, personalize your video, and send your email at peak performance times, depending on your audience.

6. Include a Call to Action

While viewers might enjoy your video, they may not know what do to or where to go once they’re done watching if they want to learn more about your company. Including a call to action is an easy way to get your viewer to take the next step.

There are plenty of ways you can do this without sounding too “salesy,” like inviting them to follow you on social media or check out your website. Or, you can include text in your video that invites viewers to click to learn more. Whatever you choose to do, just make sure there is a clear next step for them to take.

If you aren’t sending video emails, you are missing out on a huge opportunity.

Tribe Video is here to help you seamlessly and easily start sending video emails. We offer all the tools you need to create attractive, versatile video emails to your target audiences. Within 10 minutes you can setup your account and start enjoying the power of Tribe Video. Whether you want to send a video email to a prospect or client or show off your latest product, the video marketing tools on Tribe Video are a perfect solution. Contact us today to learn more!