The Importance Of Video In Email Marketing

The rise and dominance of video across platforms

In terms of content reach, video continues to reign supreme as the number one way to engage, inform, and convert. Video consistently dominates all digital audience attention, with the last 12 months alone seeing TikTok dominating download charts and outperforming Instagram, while YouTube leads as the most used form of social media for video marketing. Building upon the prevalence of video consumption in the app space, overall reports from Zenith Media project that, by 2021, the average person will spend 100 minutes each day watching online video — a 19% increase in just 12 months. For those who hit this average, it’s equivalent to watching video for a whopping 25 days straight.

With these statistics in mind, it’s vital in 2020 to start producing video that connects with your target market. In fact Hubspot reports that “88% of video marketers reported that video gives them a positive ROI”. Video also offers marketers serious return on investment as well as having multi-channel functionalities because you can have a multi-pronged approach to engagement. The bottom line is to prioritize in and produce content that’s in a format your customers will click on: in the present and future that’s going to be video.

Use video for a memorable, meaningful & creative inbox experience

On a week-to-week basis, enjoyable and informative email content is a key part of staying connected with your mailing list. At this point of 2020, it might be the most personal contact you’re able to have with your customers, so it makes sense to invest here whether you already manage a lively email content presence, you’re revamping, or, you’re finally getting started with this component of your marketing strategy.

Email marketing is unquestionably a titan of connecting with customers in a more one-to-one way, and they can be easily adapted or customized for B2B as well as B2C. Try using video emails with your mailing list to share thoughtful, simple messages that can sustain connections all while positioning your emails to stand out in an inbox of text-heavy correspondence. You needn’t look at it in terms of developing sales videos; it’s more about enriching your customers whether it’s with tips, check-ins or a friendly update.

This infographic from One Productions is specifically designed to help marketers and businesses across a range of industries to get started with video in email marketing today. If you’re still not convinced about the value of this marketing, consider this final statistic from Forrester that indicates that including video in an email leads to a click-through rate increase of 200-300%. Use this high-performing sales funnel to tap for advertising in an organic way today — even if you just start with a friendly and fun GIF!

Tom Hopkins
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