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Top tips on video content in email marketing

30 Sep 2016
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Video content is one of the most effective digital marketing tools you could wish for. Firstly, it allows viewers to absorb information passively; because they don’t have to read large blocks of text to access the information stored in your content, they are more likely to fully absorb it. Secondly, it is a highly dynamic medium; it enables you to deliver your brand’s message in a creative and evocative manner. Thirdly, it allows you to use visual cues, sound effects, animations and a wide variety of other effects to create a very strong and distinctive brand identity. 

However, many businesses don’t make the most of video content - they don’t use this unique and powerful type of content in their email marketing campaigns because they are unsure of how to incorporate it effectively. That’s why we’d like to give you three simple tips for using video in email marketing.

1. Keep it brief

One advantage of video content is that it can deliver information quickly and effectively. It’s therefore inadvisable to sacrifice this advantage by creating longer, less snappy videos. What’s more, it can be harder for some users to load long videos with large file-sizes in their emails. Shorter videos take less time to load and can deliver your message better. Keep your videos short and more recipients will view them.

2. Don’t demand downloads

You should always design your videos to be opened in the user’s browser - don’t ask your email recipients to download your videos in order to view them. Many web-users are very aware of the threat posed by malware and viruses and may be reluctant to download content onto their hard drives. What’s more, downloading content can be inconvenient for some web-users, even if they are not worried about malware. If you want large numbers of people to see your video content, make sure it can be opened in-browser.

3. Don’t forget to add a call to action

All email marketing content should utilise a strong call to action. If you’re delivering your message using video content, this call to action should appear in the video, not just the text of the email. An effective and convincing call to action is essential for getting your users to embrace your brand, your products or your services.

Here at Pint Sized Giants, we are experts in email marketing. If you’d like to know more about how to effectively incorporate video into your marketing campaign, or if you’d like to take advantage of any of our digital marketing services, contact us now.

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