August 22, 2013
When it comes to marketing, the realm of video is no stranger. However, as far as email goes, video marketing is still a new concept. Email video marketing?? You mean as in put video in an email? Yes. Put video in an email.
Trust me. It's not crazy as it sounds or very difficult to get the ball rolling on video email marketing, as you're only adding another layer to your current efforts. By following these quick tips you'll be right on your way to creating and distributing great video content in emails.
It all starts with the microphone. This should seem like a no-brainer, but you still see videos with poor sound quality more often than you should. And that's a big no-no. Most inexpensive headsets with a boom mic will do just fine, so there's no real excuse to not to up the sound quality of your sound. If, however, you're looking to get some of the best sound out there for the money, try the Blue Yeti microphone. You can typically get it for under $100, and it'll turn your vocal pipes into gold. And if you're someone sporting a baritone, much like myself, this is a solid investment.
The attention spans of humans is increasingly getting shorter, so long videos don't do the trick anymore. The sweet spot is to keep a video to 60 seconds or fewer. Doing that not only fits into modern attention spans, it also takes less time to load on a mobile device, considering how many emails are opened on a smartphone. It's mobile's world, we just live in it.
Like with any type of marketing content, make sure it has a purpose and that the viewer has something to do afterward. In other words, get your calls to action in order. After watching the video, should they go into their account? Should they continue onward and try a new feature? It doesn't need to be much, but it's better than nothing.
And that means that you shouldn't ignore the text. Formatting and layout is still very important.
Video email marketing is still in its infancy, and thinking outside the box creatively can lead to a huge payoff. So explore and try out new things! Vine and Instagram video embedding could be a great way to think of a fresh way to try a different angle. Or maybe gifs. That's a freebie.