8 steps to effective video email marketing
From Kelly Forst February 24, 2021
No video whiz? You don’t have to send videos that create an emotional connection with your subscribers.
If you don’t create a video or promote video in your email marketing, you are missing out on serious audience engagement and sales growth.
People love to watch marketing videos. Here is the proof:
Creating a video seems like a daunting task. But do not worry! The most important thing is to take that first step and make the first video. It won’t be perfect, but you will be on your way to bigger, better videos in no time.
Here is everything you need to know about getting started in video email marketing.
But first, what is video email marketing?
Video email marketing simply integrates video into your email. Video marketing is a powerful way to connect with people on a deeper level. And as mentioned earlier, people like to watch videos to learn more about a brand or topic.
Typically videos appear in emails like the following from Niice:
Image courtesy of Really Good Emails
While videos cannot be played in the inbox due to ISP restrictions, displaying a thumbnail like above immediately tells the viewer that it is a video.
To watch it, viewers need to click the thumbnail and watch the video from the hosting platform.
8 steps to effective video email marketing
1. Brainstorm video ideas
Brainstorming is like sketching the original concepts of a house that you want to build. Can you build one without this step? For sure. But it won’t be easy.
When brainstorming for video email marketing, three short questions need to be answered:
Question 1 – What are people going to get out of this video?
question 2 – What should someone do / feel?
question 3 – What will my video look like?
Write down the answers to these questions, but remember that during the brainstorming phase you will not be married to anything. You just put your brilliant ideas on paper and develop creative video ideas.
If the goal of your video is to sell something, you want people to get out of the video with the information necessary to convince them to buy.
2. Determine the destination of your video
How you do that? A common way is to depict a problem and then demonstrate how your product or service is the solution to that problem.
Take the following problem / solution scenario:
Problem: Adding video to email is tedious. You need to take a screenshot, create a play button, overlay the button on the screenshot, add the screenshot to your email, and then link the screenshot to your video.
Solution: Use the AWeber video element in the drag and drop editor.
Setting up this type of problem / solution structure is a great way to lay the foundation of your video. From there, it’s just a matter of filling out the “how”.
You may find that your goal is a little different – and that’s fine. Video has a ton of uses for conveying important information to your audience. You could make a video with the aim of:
- To be shared – funny, quirky videos work well for this
- Expand your email list – Include why someone should sign up and what is crossed off your list
- To build a relationship – A behind-the-scenes video will help you connect with your audience
- Create a feeling – The feeling that you are leaving your audience should connect with your goal. If you want your audience to take action and do something (like inserting a video in an email), the feeling you strive for may be “motivated” as you are using your video to interest someone Awaken the person and motivate them to do something.
- Go viral – If you want your videos to be shared frequently, you may want to evoke a sense of “joy” instead. You may even want to evoke a combination of feelings, rather than just one.
3. Find out the appearance of your video
Next, determine the concept and format of your video. Should you be in front of the camera Or should you take a screen capture?
There are a few types of videos to consider:
- Talking head style video: In this video, one or more people speak into the camera. This type is great for conveying information that doesn’t need to be displayed, such as: B. Advice, industry news, updates, etc.
- Screen recordings: These are great for demos or tutorials like this one where we show someone how to set up their AWeber account for the first time. And while these are great for anyone with a SaaS product, when paired with a slideshow, they can also make great teaching tools.
You can also create a combination of both styles. Developing creative video ideas doesn’t have to mean sticking to one style.
4. Create a storyboard and script
Storyboarding allows you to visualize the steps in your video while using a script to stay in the know as you actually record your video.
How you create the script is up to you. If you love to speak from the heart and just need a few bullet points, great! If you want to write a full script, that’s fine too – just make sure it doesn’t look like you’re reading verbatim from a script or it won’t be appealing.
5. Set up your equipment
You don’t need fancy video devices to incorporate videos into your emails.
Whenever you’re taking a screen capture, all you have to do is open the recording software of your choice (like QuickTime or Loom) and hit Record!
For more information on how to take a screen capture, what devices to use, and editing tips, see this video:
When watching live video, be careful of the lighting to make sure you are capturing clear and clean images. That doesn’t mean you have to buy expensive lighting equipment to achieve this look. Instead, look for places or rooms that are well lit.
A standard camera that films video is all you need. Even your iPhone is working just fine (just don’t use your laptop).
You can use an iPhone-compatible clip-on microphone for audio. Also, try to find a place where there is as little ambient noise as possible.
For more information on filming live, on camera, and reading scripts, see this video:
6. Set up a video hosting platform
Hosting your videos online makes it easy for your audience to watch. It also gives you a link to share with others.
Our team’s favorites include Vimeo and YouTube. Wistia is another great hosting platform, but we recommend it as you expand your video content strategy. Learn more about video hosting below:
7. Spread the word: embed video in email
Using a reputable email marketing tool like AWeber, adding video to email is incredibly easy.
If your tool has a drag and drop editor, all you need to do is drag the video element into your message editor, paste the link of the hosted video, and voila! All you have to do is click Submit.
8. Keep track of engagement
As you analyze the performance of your videos and the impact on engagement, keep your goals from step 2 in mind.
If your goal was to increase sales, you should consider the click-through rate on your emails. If your goal was to go viral, check how many shares your video had.
Start Marketing Video EmailG
Do you need more help getting started? We have created a handy checklist for you with 9 steps to get you started with video email marketing in no time.