How to Increase Email Marketing Results with Video Marketing

How to Increase Email Marketing Results with Video Marketing

Marketing for any business can often prove challenging. Even after you learn your key demographic, you need to know how to reach them and discover the best method for interacting with them as well. Email marketing is one of the most used methods of communicating with potential customers. There is no one right answer, but using a few different variations in your marketing approach is always a good idea.

Email Marketing with Video is Like Icing on a Cake

small__7584127598For those of you that don’t like icing, I know how you feel, but you still get my point. If you want to eat your cake and have it extra sweet, add video to your email marketing campaigns.

Email marketing is a proven way to nurture leads into customers. It’s also rather inexpensive and allows you to reach thousands of potential customers all at once.

Not all people are going to receive the message as it might end up in their spam folder, while others are going to avoid it all together, even if they do see it.

However, if you use a catchy and direct title and focus on information your target demographic is interested in, you increase the chances of them opening the email.

Did you know that adding the word “video” to your email subject line can give you a lift in open rates by 20%? That’s a big increase, especially if you have a large list.

Now that’s great but if you want to see a really crazy increase in email open rates, actually include a reference to a video being in your email within the subject line.

Example Subject:How to increase email open rates (Video)

By doing this, you can see a 55% increase in click-through-rates!

Increasing your open rates alone is half the battle. Now you just need to intrigue them enough to click on a link back to your website. Or in the best case scenario, get them to click on a video thumbnail that takes them to a video embedded on your website.

Once they’re on your website you can gather even more data on their engagement and interest in your products and services.

Email marketing with video does more than any block of words ever can. It is insightful, entertaining, to the point, and yet easier for a recipient to watch than reading a paragraph of text. There are dozens of possible upsides of using email marketing with video and here are just a few.

1. Humanize Your Content Marketing Efforts

humanize your content with videoHopefully you’re one of the savvy marketers that are using content marketing to attract your ideal customer audience. You’re doing a great job helping your audience solve their problems, find solutions, etc. but it’s still lacking a face.

Photos can help but they can’t add emphasis or inflections like a video can. Maybe a gif can add some personality but I’m not sure if a meme gif is going to persuade your audience into taking the next step to becoming a customer.

Video Content Humanizes Your Brand Online

When you add video into an email campaign, you’re making the relationship building process stronger and faster. Not to fast, it’s not like you’re going to get everyone to buy your product instantly.

You might be able to get the 25% of C-level executives surveyed that made a purchase for their business after watching an online marketing video! (Forbes) wow!

2. Segment Your Email List By Video Topic & Type

Not all leads are made the same. After all, different people like different things, different businesses function in different ways and different forms of marketing reach different customers.

Because of this, you should never blast out the exact same video marketing content to everyone.

While it might reach some interested prospects it is going to fall on more deaf ears than anything else. This could significantly increase your unsubscribe rate and who wants that?!

If at all possible, you want to segment your leads. This means produce a different video for each kind of lead based upon interest and funnel stage.

We call this mapping your content to the buyer journey and you can read more about this here.

What Videos to Send in Email Examples:

  • Send how to videos to your top of the funnel audience.
  • Send product comparison videos to your middle of the funnel audience.
  • Send case study / client testimonial videos to your bottom of the funnel B2B audience.

You might have several key demographics, and one group might like something similar to another group. The important thing is to send them what they’re interested in at the right time.

3. Be Entertaining in Your Videos

Mapping video content to buyer journey could deliver lack luster results if it’s full of boring content. You need to make it entertaining for the viewer.

Humor is good, but keep this in mind: it is incredibly difficult to properly time out humor on video. Even the funniest material in person might not transfer into video.

If you are not completely sure it is going to transfer to those watching it, try to entertain without focusing on humor.

There’s not too much that I can say about this without a specific topic of the video, but seriously, don’t be too serious. 😉

4. Keep Your Videos Short and to the Point (most of the time)

The earlier the prospect is in the early stage of the sales process the shorter the video content should be.

You don’t need to try and pack in too much information in your videos. Keep them long enough to convey your point and then include a call to action.

Anything over two minutes is pushing your luck.

Now once they are further down the funnel and are marketing qualified leads, you can send them longer video content.


Email marketing with video is another tool in your marketing arsenal. Email performs great for many businesses but if you’re wanting to take it to the next level and increase your marketing results, use these recommendations. I look forward to your feedback in the comments below!

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Five Steps to Increase Email Conversion Rates with Video

Five Steps to Increase Email Conversion Rates with Video

Get more leads through video! As a trusted video production company in Atlanta, I’m asked all the time how video can increase leads for your business and improve email conversion rates. Here are a 5 essential steps in ensuring your emails and videos are most affective.

1. Include the Word “VIDEO” in Your Subject Line

Before you have even produce any of the content for your email system know that just using the word video in the subject line will boost open rates. When marketers used the word “video” in an email subject line, open rates rose 7% to 13% (Experian 2012 Digital Marketer: Benchmark and Trend Report). Just getting emails opened is the first step in increasing conversion rates.

2. Use Video in Subscriber Emails

Video is a great tool to keep your subscribers from unsubscribing, especially if you use it an introductory email. In tests marketing automation provider Eloqua found that video in an introductory email campaign led to a 75% reduction in subscriber opt-outs (Eloqua, 2010).

3. Use Product Oriented Videos

Viewers want informational product oriented videos. Visitors who view product videos are 85% more likely to buy than visitors who do not (Internet Retailer, April 2010). This means detailing your products with video will get more leads buying products.

4. Include a Call to Action

Including a call to action in your email marketing campaign can be extremely effective. This means prompting your email readers to do an action that will take them one step closer to converting from a lead to a client. If your video prompts viewers to take action, it’s only going to help increase email conversion rates.

5. Keep The Video Topic Relevant

Assess the needs of your target audience and be sure that your videos are relevant. Try to optimize your promotional videos so they are relatable, and easy to understand. You want your videos and emails to be customized according to your subscribers’ interests.

There you have it, five easy to utilize tips to get the most out of any email marketing campaign while using video. As always, if you have any questions, please leave them in the comments below and I’ll answer them quickly.

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Video In Email Increase Open Rates & Reduce Unsubscribes

Video In Email Increase Opens

Email marketing campaigns have proven successful if done right.  Video in email is an essential part of every email marketing campaign. Sales and Marketers – get your act together and include them in your next marketing campaign. Here are some fascinating statistics about how video has benefitted companies exponentially.

  • When marketers used the word “video” in an email subject line, open rates rose 7% to 13%(Experian 2012 Digital Marketer: Benchmark and Trend Report). This is such a strong statistic for the usage of video in any email marketing campaign. Simply using the word “video” gets people to open more email, regardless of the video content that’s actually in the email. The only stipulation is that if people don’t like your video they may be upset because they didn’t receive any value for opening the email at all.
  • In tests, marketing automation provider Eloqua found that video in an introductory email campaign led to a 75% reduction in subscriber opt-outs (Eloqua, 2010). It’s definitely a good idea to use video in all introductory emails to ensure that subscribers don’t unsubscribe. It’s an excellent way to start out on the right foot in your budding relationships.
  • Consumer video usage on retail and brand sites hit record numbers on retail and brand sites during the 2011 holiday season. Cyber Monday video views across the Invodo network were 897% higher than 2010, and Black Friday video views showed a 337% increase. (Website Magazine, December 2011)

Showcasing a video in the introductory email is a smart tactic that could be paired with using the word video in the subject line to keep your subscribers. With such a high increase in product video views on cyber Monday I’m excited to see how much the views will increase this year. There is definitely a demand for video, and using it in any email marketing campaign is a smart tactic. Overall, video increases email open rates and reduces unsubscribes. What more can a marketing and sales manager ask for?

Improve Your E-mail Marketing with E-mail Newsletter Tips


You want your emails to be a direct reflection of the good work your company does for clients every day. That means putting out emails that you’re proud of, that clients will look at and instantly think “Look at what they’re doing, I need to contact them.” Here are a few tips that can easily be incorporated into any email marketing campaign.

Incorporate little details into your emails that make them eye catching and easier to follow. Little details that set your emails apart can sometimes be just the right something your email ad needs to hook a potential lead. If your emails are detail oriented leads will automatically assume that you are also detail oriented in your work.

Striking visuals that really pop and draw eyes are a must have to any email marketing campaign. Try to use not only text but also images to keep leads’ eyes glued to your ad. Infographics are fairly easy to find online, and can show while telling to get the best results from your emails.

Keep your emails product oriented. This means showcasing your products in regards to what’s new while staying true to what already works for your company. Your emails should update and educate, to help keep clients interested in your products.

In summation emails going out to clients, or potential leads should be detail oriented, eye catching, and most importantly product oriented. The little details and eye catching elements of your email ads should lead your audience to the logical conclusion that they need your product.

Reference: Hubspot

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