Make Video a Component in your Email Marketing Strategy

Video is a powerful marketing tool as it allows your brand to create a sense of personality so you can connect with your audience on an emotional level and in a way that suits their busy lifestyle.

Use of video in email marketing has become increasingly popular in recent years as video emails have proven to achieve higher engagement and click-through rates (CTR). Video email marketing is often used to increase brand awareness, conversions and to educate an audience.


Video Email Marketing can increase your CTR

It is estimated that about 100 million online users watch videos as part of their daily routine. 75% of executives watch work-related videos from business websites at least once a week. 90% of online shoppers find videos useful when trying to make a decision to purchase.

If you are considering using videos to increase your click-through rates, leads and conversions then it is very important to take a strategic approach to creating your video email marketing campaign, so we have detailed below some top tips to help you plan your campaign.


4 Ways to Create a Successful Video Email Campaign


  1. Personalisation increases relevancy

It is very important that the subject lines and body content of each email in your campaign conveys information that is highly relevant to your business, helping to avoid the emails getting trapped in spam filters.

Personalise your email by including content and video that connects with the recipient from the moment they open it. For example, a mention of their industry or service sector, a brand or name that will trigger a reaction. If the email and video appears to be personalised, it will have far greater impact, increasing relevancy, which in turn will increase click-through rates.


  1. Identify with the needs of your audience

Most of us receive many, many emails on a daily basis and we are all guilty of sending emails to trash without giving them so much as a momentary glance, mainly because the subject line isn’t relevant to our needs at that time. So making a clear statement that connects with your recipient on an emotional level is crucial to making your email stand out above the rest and increasing the open rate.

If your subject line has triggered an emotional response and the resulting action is the opening of the email, you now need to ensure the body text and video content will immediately identify with their needs to engage them further.

The tone of the email text and video content is crucial to get right and, if pitched correctly, will help increase click-through rates. Keep sentences and text clear and precise, and remember, your goal is to create a video view so it is important that the text motivates the recipient to view the video. Try to use descriptive, professional language, don’t overuse technical terms and keep the tone light and friendly. Keeping paragraphs short and include subheadings and bullet points to help increase engagement.


  1. Use Images

Use images to create interest in your body text and create an attractive video thumbnail image that will motivate the person to view the video. You could incentivise this image which will further compel people to click and watch the video.


  1. Increase CTR with CTA’s – Call To Action Buttons

Your email recipients need to quickly understand what they need to do to get the information they require. Clear CTA’s will direct users to clicking on a button to take a specific action. Whether it is ‘View Video’, ‘Go to Website’, ‘Buy Now’, ‘Download App’ – these buttons are really useful signposts that help increase CTR.


The content of your video in your email marketing campaign can vary. It could include anything from your CEO talking about the product to your employees saying how much they love working for the company. Below is an example of a promotional video we made for one of our clients.

If you are interested in using video in your next email marketing campaign, please give us a call and we will be pleased to help! Call 020 7112 8665 to speak to one of the Holler London team.