Video Production Firm: Videos in Email Marketing
Email marketing has been around for decades, but the inclusion of video content is a much more recent development. For years, email marketing relied heavily on text and static images to get messages across. However, with the improvement of internet speeds and advancements in email technology, marketers started experimenting with video around the early 2010s. The process was not always smooth, as embedding video directly into emails was often challenging due to compatibility issues across different email clients. By the mid-2010s, solutions to these problems had started to emerge, and video began to take a more prominent role in email marketing strategies. Today, it is common for brands to use video for product launches, special promotions, or customer testimonials. It is a medium that offers a more direct way to convey messages, holding the potential to improve click-through rates, engagement, and even sales. But is it worth incorporating video into your email marketing campaigns? In this article, we will explore why doing so can be beneficial, what challenges may arise, and how working with a video production firm can help create high-quality content that makes your emails worth opening.
The Benefits of Video in Email Marketing
- Higher Engagement and Interaction
Adding video to emails significantly improves engagement rates. Studies show that emails with videos can increase click-through rates by as much as 300%. Video naturally captures attention in a way that text and images simply cannot. When viewers receive an email with an embedded video or a clear call to action, they are more likely to watch, click, and interact with the content. Video content within an email can hold the viewer’s attention longer, leading to better interaction with the email’s CTA.
For marketers who are struggling with lackluster email campaigns, this boost in engagement can be a game changer. But creating these videos may require the help of a professional video production firm. A video production firm can work with your team to produce high-quality videos that are optimised for email.
- Increased Open Rates
In a crowded inbox, standing out is important. Research has shown that simply including the word “video” in the subject line can increase open rates by about 7%. This small change can catch the reader’s eye and prompt them to open the email. The visual promise of a video has the potential to spark curiosity, and recipients are more likely to click on it.
However, creating an email that successfully utilises video requires careful thought. This is where a video production firm comes in. Production teams can help ensure that your video is visually interesting, appropriately sized, and optimised for email use, which maximises its chances of being opened and engaged with.
- Improved Conversion Rates
Video is one of the most effective ways to drive conversions. Recipients spend twice as much time engaging with video emails as they do with text-only emails. This increase in time spent engaging with the email provides more opportunities for recipients to act on the email’s call to action. Whether you are trying to sell a product, get sign-ups, or drive traffic to your website, video can be a medium to push the recipient closer to conversion.
For businesses that want to create professional video content to increase these conversion rates, working with a video production firm can make a substantial difference. Most firms have expertise in video creation and marketing, ensuring that the videos used in your email campaigns are both persuasive and visually appealing, which can lead to higher conversion rates.
- Positive Return on Investment (ROI)
Investing in video can also yield significant returns. Studies have found that 92% of video marketers report a positive ROI from their video efforts. Video is not only engaging but also offers great potential for increasing customer retention and conversions, making it a sound investment for many businesses. However, creating effective video content for emails often requires resources, and this is where a video production firm becomes an essential partner.
Instead of using in-house teams who may not have the expertise or equipment, a video production firm can handle everything from scriptwriting and filming to editing and final production. This ensures your video is professionally made and ready to drive results in your email campaigns.
Challenges of Using Video in Email Marketing
While video offers clear advantages, there are challenges that must be considered:
- Technical Limitations
Not all email clients support embedded video. Some popular email clients, such as Gmail, block embedded videos. This means that your video might not display properly or at all, which could reduce the effectiveness of your campaign.
To address this issue, many marketers use a static image with a play button that links to an external video landing page. This ensures that the video can be viewed across all email platforms without compromising the user experience. If you are unfamiliar with these technical considerations, it is advisable to work with a video production firm that has experience in optimising videos for email. They will know how to make sure your video is formatted and delivered correctly.
- Impact on Deliverability
Another potential issue with video emails is that large video files may cause your email to be flagged as spam or not delivered at all. Large files can also slow down email load times, which could deter recipients from opening your emails.
To prevent this problem, a video production firm can help you optimise video size and ensure the video file is compressed properly. Additionally, rather than embedding videos directly, the video can be hosted on a video platform such as YouTube or Vimeo, and a thumbnail image with a link can be included in the email. This reduces the risk of deliverability issues while still providing an engaging experience for your audience.
- Production Time and Resources
Creating high-quality video content for email campaigns can be time-consuming and require resources that many businesses may not have in-house. Professional video production firms can help businesses streamline the process by handling all aspects of video production. Whether it is creating a product demo, recording a customer testimonial, or producing an animated explainer video, working with a video production firm can help ensure the video aligns with your marketing goals.
Best Practices for Using Video in Email Marketing
- Focus on Compatibility
Since not all email clients support video, it is important to consider how the video will be displayed across platforms. One of the most common workarounds is to use a static image with a play button that links to the video hosted on a landing page. This approach works for all email clients and ensures that recipients can easily access the video.
- Keep Videos Short and Focused
When including video in email marketing, it is essential to keep the videos concise. The ideal video length is around 30-60 seconds. Videos should focus on one important message and avoid being too long or complicated. Recipients appreciate videos that are short, informative, and easy to digest.
- Optimise for Mobile
With a growing number of people accessing email on their mobile devices, it is important to ensure that video content is mobile-friendly. Make sure the video is responsive and can be viewed without distortion on smartphones or tablets. A professional video production firm can help you optimise your video for all screen sizes, ensuring that your email campaigns look great no matter where they are viewed.
- Personalise Your Video Content
Personalised video content can significantly increase engagement. By addressing the viewer directly or offering customised offers, video content becomes more relevant to the recipient. If you want to take this approach, consider working with a video production firm to create personalised video assets that align with customer data and help drive higher conversion rates.
Conclusion
As we have seen, video in email marketing is no longer just a passing trend—it is a proven way to boost engagement and make your emails stand out in a crowded inbox. While it comes with its own set of challenges, such as ensuring compatibility across email clients, the benefits far outweigh the hurdles. From better click-through rates to a more dynamic way of conveying your message, video can truly make a difference.
So, should you incorporate video into your email marketing? If done thoughtfully and strategically, the answer is likely yes. And when you are ready to take the plunge, working with a video production firm can help ensure that the content you create will not only be professional but also make your emails worth opening. At the end of the day, it is about getting your message across in a way that drives real results.
Tired of emails that go straight to the trash? With Sound Idea Digital, we’ll make sure your videos are the ones your audience can’t ignore. Get in touch and let’s help you create something people will actually want to watch!
We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production.
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |