Let’s be honest. Email marketing just isn’t what it used to be. Emails just don’t have the same allure that they once did, especially considering the fact that so many of us get by bombarded by so many of them every single day.
The thing is, while many are going on about email marketing being dead and obsolete, the truth is that people still give emails plenty of attention, just not the ones they have no interest in nor reason to read.
That’s where video comes into play. It has the power to spark people’s interest and give them a reason to watch, and as longtime NJ / NY video production pros, we thought we’d tell you why, and how.
With all the attention given to other areas of the internet nowadays such as the variety of social media platforms out there, it’s no surprise that email marketing isn’t yielding nearly the kinds of results that it used to.
It just seems boring in comparison, but if there’s a relevant and captivating video involved, all that changes. Now, your email has pretty much all that those social media platforms have, as more and more of them are heading toward an all-video future anyway.
For more on that, check out this post, How to Start Getting Ready for Facebook’s All-Video Future, but the point is that videos will go a long way toward getting people to check out your emails and to then actually listen to what they, and you, have to say.
It really just comes down to how you go about creating your video and tying it in with your overall message or story. After all, it’s not as if any old video will do the trick. These days, it won’t take long for viewers to give up if you create or choose the wrong video for the job.
Where to start.
First of all, before getting into anything too specific or involved as far as the video production process, video content won’t have a chance to help your email marketing efforts all that much if the quality is poor or it’s too long.
You still need to start there, but again, that’s not all it’ll take these days. Video can be a far bigger help if you decide how, exactly, you want to fold it into your emails early on in the process rather than just jumping into it.
Figure what your primary objectives are, from the start. Are you trying to sell products? Generate some awareness about you and/or what you do? Make some type of announcement or release some type of news? You get the idea.
And who is it you’re trying to connect with? We’re not just talking about your overall audience either. You may want to aim certain videos at certain viewers and different ones at others.
The point is that simply including any high-quality video with your emails won’t cut it, no matter how short and sweet it is. So, you need to start thinking about how to do it creatively and effectively from the get-go.
Think carefully about your text and thumbnails too.
Now, while taking the time to ensure that you create the right videos for the right parts of your email marketing campaign is absolutely essential, if you don’t do what it takes to compel your recipients to watch them, none of that will matter.
You need to start generating interest in your subject line—where you may want to include the word “video” as well—and then you need to do whatever it takes to let them know why they should even think about checking out your video. And you need to do it fast.
It’s not easy, and it may take some time, but again, if you don’t give the recipients at least an idea of what your video’s about and what you’re about, and to let them know that you’ve taken the time to understand their needs, interests, and issues, then why should they hit play in the first place?
Text isn’t the only tool at your disposal with which you can start creating some interest and intrigue either. There’s also your video’s thumbnail to consider. You need to find the right image, one that doesn’t just speak to the content of the video but its specific appeal to the recipient.
Think about a series, and as always, think shareable.
Now, as veterans of video production in NY and NJ we can tell you that to achieve truly high-quality content that separates itself from the rest, it can take some time, as well as some money, of course.
That’s why coming up with an idea for a video series is always a smart move. If done right, you can condense your production time and efforts and then break up the results into the multiple installments you planned and prepared for.
That approach can work very well for an email marketing campaign, as it allows you to create some anticipation, and from there, as always, it’s all about creating video content that compels the viewers to hit the old share button.
Videos are considered to be highly shareable compared to other forms of content, but that doesn’t mean it’s automatic. You’ll have to earn the shares, but if you do, the sky’s the limit. For more on what makes viewers want to share videos, check out this post, Why People Feel Compelled to Share Certain Videos.
They can work hand in hand.
The bottom line is that email marketing, while surely far less impactful than it once was, is by no means dead. And with the help of video, it could be back to its old self in no time.
The two can work together seamlessly, as videos allow you to keep your emails and the messages that you’re trying to get across short yet captivating, and using your video content in your emails will go a long way toward getting it in front of more relevant viewers.
Just remember that simply throwing any old video in an email won’t do it. You need to think about your specific goals and viewers, and you need to get the recipients to want to hit the play button in the first place, or it’s all for nothing.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video production, a commercial video, a feature film, etc., at KVibe, we create to inspire.