Let’s begin by addressing a fundamental question. Should we continue embedding video in email marketing? Video undoubtedly plays a crucial role in making emails more engaging. But the real challenge lies in executing this strategy effectively to achieve optimal results.
I must admit, it feels somewhat remiss not to complement this article with a YouTube video summary. However, as I begin drafting this piece at a train station in Tel Aviv, inspired by the intersecting tracks before me, I’m reminded of the complexity of my professional life. On one side, I consult on and manage PPC and YouTube video ad campaigns for certain clients, while on the other, I oversee email marketing programs for others. Such is the life of a fractional CMO.
O’ the life of a fractional CMO!
I get video. And the power of video.
Furthermore, I also get asked a lot: how can we best merge video into email? Is it possible? And that’s what I started thinking on the platform in Tel Aviv.
So let’s get on the express train for engagement with video in email marketing!
The Ascendance of Video Content in Email
In today’s digital era, video content is king. Whether it’s a polished 16:9 HD production or a spontaneous vertical TikTok clip, video has a unique ability to captivate audiences and encourage interaction. Yet, directly embedding videos into emails remains an underexplored frontier.
Why is this the case?
Firstly, we face technical storms. Email clients vary in their ability to support embedded videos. This inconsistency can lead to a shipwrecked user experience. Moreover, large video files can weigh down your message, leading to slow delivery times. This can frustrate recipients and dampen your message’s impact.
Technical challenges are the primary obstacles. The ability of email clients to support embedded videos varies, potentially leading to a compromised user experience. Moreover, large video files can burden your email, resulting in slow delivery that might frustrate recipients and diminish the impact of your message.
For instance, in March 2017, Gmail increased its email size limit for receiving emails to 50MB, up from the previous cap of 25MB for both sending and receiving. This adjustment allowed users to receive larger emails, although the sending limit remained unchanged.
Despite these hurdles, the potential benefits are substantial. Videos can dynamically convey your message, transforming mundane emails into immersive experiences. This shift has the potential to enhance open rates, click-through rates, and conversions.
Setting Off on the Right Track for Success
Adopting a strategic approach is crucial for success. Key considerations include:
- Email Client Support: A significant challenge is the varied support for embedded videos across different email clients (e.g., Gmail, Outlook, Apple Mail). This inconsistency can lead to a fragmented user experience.
- File Size and Load Times: Embedding videos can significantly increase email size, leading to longer loading times. This can be particularly problematic for recipients with limited internet speed or data plans, negatively affecting user engagement.
- Security and Spam Filters: Emails with embedded videos may be more likely to trigger spam filters, especially if not optimized correctly. This can affect deliverability and the effectiveness of your campaigns.
- Technological Advancements: Despite these challenges, technology continues to evolve. Innovations like accelerated mobile pages (AMP) for email are making it easier to include interactive content, such as videos, within emails.
Best Practices for Embedding Video in Email Marketing
Until these challenges are fully addressed, embedding videos directly into emails remains complex. A practical workaround is to use a thumbnail image with a play button overlay, linking to the video hosted on your website. This approach offers a compromise, directing subscribers outside their email client but providing detailed analytics and engagement metrics.
This data is invaluable for marketers to refine their campaigns and understand audience behavior. It is what I recommend to clients and to businesses looking for their next email service provider.
As mobile devices become the primary means for checking emails, considerations regarding data usage and video play compatibility become increasingly important. Thumbnails with links offer users the flexibility to engage with video content on their terms.
Next Station: Embedding Video in Email Marketing
I foresee a near future where video embedding in email marketing becomes commonplace, but navigating there will require careful consideration. By adhering to best practices and overcoming technical obstacles, marketers can fully leverage this innovative approach.
Integrating video into email marketing is set to redefine audience engagement, transforming every email into an enthralling journey of discovery.
Video in email marketing is not just a trend but a transformative strategy destined to elevate engagement levels. It perfectly complements a comprehensive YouTube Advertising methodology.
So, as the train is about to depart, now is the time to embark on this exciting journey.
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