[#EmailChat Recap] Video Marketing 101

It’s all about that video content. Here’s some fast stats:

• 1/3 of people’s time online is spent watching videos
• Click-through rates increase two to three times when a video is included in an email

In this week’s #EmailChat, we were joined by Wistia’s Community Manager, Margot, who helped reinforce the reasons why video is such a great tool for marketers.

Missed the chat? We’ve rounded up seven reasons why video should be in every email marketer’s toolkit:

1. It’s expressive.

Q1. What are some advantages of pairing video with email? #emailchat http://pic.twitter.com/jtrkY774kJ

— AWeber (@aweber) March 3, 2016

@aweber A1. Video allows you to tell your message in a simple & relatable way. Folks would rather watch a video than read copy. #emailchat

— Margot Mazur (@margotcodes) March 3, 2016

A1. Video is engaging, you can show and not just tell. #emailchat

— In-House Producer (@inhouseproducer) March 3, 2016

A1. Video helps you express what words can't! #emailchat

— Kristen Dunleavy (@KristenWritesIt) March 3, 2016

Key Takeaways:

• Video lets you tell your message in a simple and relatable way.
• It’s engaging – you can show your readers, not just tell them.
• Video helps you express what words can’t.

2. It’s great for lead generation.

Q2. How can you use video to build your email list? #emailchat http://pic.twitter.com/Gsuegai66G

— AWeber (@aweber) March 3, 2016

A2. You can use video to build an email list by adding @wistia Turnstile feature—it's a form that links w your email provider. #emailchat

— Margot Mazur (@margotcodes) March 3, 2016

A2. You can use video to deliver content as a lead gen tool, then use @wistia to collect emails through the turnstile! #emailchat

— In-House Producer (@inhouseproducer) March 3, 2016

A2. If you're using #YouTube, you can also use cards to link to your sign up form. #emailchat

— Brandon Olson (@BrandonSonofOle) March 3, 2016

Key Takeaways:

• Use your video to capture leads by adding a sign up form.
• Wistia’s Turnstile feature makes this easy. Bonus: It integrates with your AWeber account!
• Using YouTube? You can link to your sign up form using cards.

3. It’s personal.

Q3. How can you personalize the video experience for email subscribers? #emailchat http://pic.twitter.com/tX0siVw67D

— AWeber (@aweber) March 3, 2016

@aweber A3. Once you get into the hang of making videos, make really specific short vids for segmented lists. Make em count! #emailchat

— Margot Mazur (@margotcodes) March 3, 2016

Q3. We saw a lot of impact from "personalized" videos sent to individuals that were :05 of "Hey [name]" tagged on a standard vid #emailchat

— Chris Vasquez (@ClickPop) March 3, 2016

A3. Create video content just for your subscribers. That let's them know you care and have their content needs in mind. #emailchat

— Tom Tate (@tnrt) March 3, 2016

Key Takeaways:

• Experiment with creating specific videos for different email segments.
• Make an impact by addressing your customers directly.
• Create content with your subscribers’ needs in mind.

4. It can boost your open rate.

Q4. Do you have any subject line tips for emails with video? #emailchat http://pic.twitter.com/nxGIE9pa9I

— AWeber (@aweber) March 3, 2016

@aweber A4. Using the word "video" in your subject line leads to a higher open rate. Check out this stat: https://t.co/6kYv4FewsL #emailchat

— Margot Mazur (@margotcodes) March 3, 2016

A4. Emojis! #emailchat

— Olivia Dello Buono (@oliviadello) March 3, 2016

A4. Try action words/phrases: Watch! Check this out! Look! (maybe not so many exclamation points, but you get the idea) #emailchat

— Kristen Dunleavy (@KristenWritesIt) March 3, 2016

Key Takeaways:

• Using the word “video” in your subject line leads to a higher open rate.
• Try using emojis to add some flair to your subject line.
• Action words and phrases are also fun to experiment with.

5. Clear call-t0-actions, ftw!

Q5. What call-to-action rules should email marketers keep in mind when using video? #emailchat http://pic.twitter.com/6MDvDcyQVM

— AWeber (@aweber) March 3, 2016

@aweber A5. Be clear. We use CTAs like "Watch The Video" or "See For Yourself". Make CTAs super engaging & curiosity inspiring. #emailchat

— Margot Mazur (@margotcodes) March 3, 2016

A5. The play button itself can be an effective CTA #emailchat

— In-House Producer (@inhouseproducer) March 3, 2016

A5. Short, sweet and snappy. #emailchat

— Olivia Dello Buono (@oliviadello) March 3, 2016

Key Takeaways:

• Make sure your call-to-action is clear and direct.
• The play button can be a CTA in itself.
• Keep things short and sweet.

6. These brands are the definition of #videogoals.

Q6. What are some good examples of brands using video in email? #emailchat http://pic.twitter.com/uaEUQy1II0

— AWeber (@aweber) March 3, 2016

A6. I'd like to say @wistia! Here's an example of a recent webinar invite email: Low copy, big video. #emailchat http://pic.twitter.com/tLYKE70kHO

— Margot Mazur (@margotcodes) March 3, 2016

A6. @glossier and @PureWow do a really good job of this. #emailchat

— Olivia Dello Buono (@oliviadello) March 3, 2016

I enjoy the emails from @aescripts, they use videos to explain exactly what their tools do #emailchat

— In-House Producer (@inhouseproducer) March 3, 2016

Key Takeaways:

• If you’re not already on Wistia’s email list, sign up here.
• Brands like Glossier and PureWow do a good job using video within their emails.
• Look to companies like aescripts for product tutorial inspiration.

7. Avoid these rookie video marketing mistakes.

Q7. What are some things to avoid with video email marketing? #emailchat http://pic.twitter.com/wBBXzGjJVq

— AWeber (@aweber) March 3, 2016

@aweber A7. Avoid being lengthy. Avoid having a boring thumbnail. Avoid not being clear and specific. Be actionable & engaging! #emailchat

— Margot Mazur (@margotcodes) March 3, 2016

A7. Thumbnails are your video's first impression. Use them wisely! #emailchat

— Olivia Dello Buono (@oliviadello) March 3, 2016

A7. Like other types of content, keep it short! #emailchat

— Monica Montesa (@missmontesa) March 3, 2016

Key Takeaways:

• Don’t be boring – your videos should be actionable and engaging!
• Thumbnails are your first impression. Use them wisely!
• Keep your video length to a minimum.

Coming Up

Next week’s #EmailChat topic is… content curation! Meet back up with us on Twitter next Thursday, March 10 at 12pm ET.

Follow us on Twitter for the latest and greatest from AWeber HQ.

How have you been using video and email? Or are you just getting started? Either way, leave us a comment to keep the conversation going!

 

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