By Kayla Carmicheal

The email helps educate Patagonia subscribers’ on the importance of purchasing products made of natural materials — and while it may help incentivize subscribers’ to purchase, that’s not the only impact the video has. As a standalone piece of content, it’s also simply an educational tool to highlight Patagonia’s deeper mission: to support local businesses and make a positive impact on the planet.

2. Make emails a more personalized experience.

Do you have a backlog of video content on your website? Consider using that to your advantage and sending personalized emails.

For instance, let’s say someone watches a portion of a video on your website that they don’t finish, and you’re noticing this is a pattern when you analyze your website data.

This morning, as usual, I started my day by checking my emails.

While this process doesn’t usually excite me and is just my method for waking up, I came across a subject line that made my heart race with excitement:

Knowing that I would be starting my day with a new music video from one of my favorite bands made me smile. It also made me feel valued as a subscriber to their record label’s emails — with just one video, Specialist Subject Records strengthened the consumer relationship I have with them.

This is why video email marketing is such an effective strategy. With a simple embed and subject line, you can build stronger relationships with customers, generate leads, and strengthen the content behind your brand.

Let’s talk a little more about it.

What is video email marketing?

Video email marketing is simply including videos in email marketing. If you’re unsure about how to do that, we have a quick how-to post here.

Because video is an extremely popular medium in marketing, (in fact, 83% of marketers feel its importance is only growing) including it in your email marketing can engage your subscribers and increase your conversions.

Additionally, did you know that over 80% of businesses use video in their marketing efforts? This is likely because of the results video implementation gives them. While using video in email can seem like a taboo topic, it can be very effective.

By using video, you can tap into the imagination of an audience that absorbs information visually — sometimes text just doesn’t do it. With video, you have a chance to make dense topics more compelling for your audience.

Next, let’s talk about ways you can use it in your next email campaign.

How to Use Video in Email Marketing

Videos can dramatically increase click-through rate (CTR).

For example, B2B software company Igloo Software decided to show off their workplace culture by creating 200 videos in three months for future email content. This approach doubled their CTR.

This is one way to use video in email marketing — showcase your brand in email and use it to increase CTR. We have six more, which we’ll explore now.

1. Use video for bonus content to delight your subscribers.

Consider using emails to give subscribers bonus content. Email subscribers are likely to enjoy a variety of your content, so going the extra mile with a surprise bonus could delight your audience.

For instance, if you share weekly newsletters about Instagram content, you can add a link for early access to a live webinar you’re hosting about Instagram Stories at the end of the month. That way, you can build interest for the event, keep subscribers in the loop about things going on within your company, and give them an incentive to keep checking your emails.

Alternatively, you can use emails to educate subscribers about the values that matter most to your …read more

Source:: HubSpot Blog

Author: Aaron