Why wait for viewers to seek our your videos when you can send those videos to your viewers, instead? Launching a video e-mail campaign gives you a new way to repurpose your videos and to draw in new customers.
To get the best tips on launching a video e-mail campaign, we spoke with Wayne Wall, the founder and CEO of Flimp Media. Flimp is a Massachusetts-based video marketing agency that specializes in video e-mail campaigns. The odd name stands for FLash Interactive Marketing Platform.
This summer, Flimp sponsored a survey conducted by the Video Marketing Council on video e-mail marketing. Wall was happy to share some of the report’s surprising findings with us.
Know the Area
The survey questioned 200 interactive marketing professionals, 70 percent of whom said they’d used video e-mail in their marketing efforts. When asked the most effective way to do video e-mail, 40 percent said to include an image of a video player that links to a video landing page, while 33 percent said to embed a video player directly into the e-mail message.
It’s curious that a full third of the respondents said that, says Wall, because it’s not actually possible. Almost no e-mail services or Internet service providers allow that kind of video embedding in e-mail. The best way to reach people with e-mail is to present the image of a video player which, when clicked, takes viewers to a video landing page.
That shows that even among marketing professionals, there’s still a lot of confusion about the basics of video e-mail campaigns.
Spell out the Subject
When you write the e-mail that will be part of your video e-mail campaign, indicate right in the subject line that there’s a video included. People are more likely to look at the message, says Wall, if they know it includes video.
Keep it Simple
Your goal in the e-mail is to get people to click on your video image and go to the video landing page, so keep the focus on that. Don’t include too many calls to action.
Maintain a Balance
You’ll need to use both images and text to create an e-mail that gets good results. Many people set their e-mail clients to block images, so be sure your note includes text, as well.
When people click the video player image in your e-mail and go to your video landing page, give them the option of starting the video themselves. Don’t set the video to autoplay. Many of your viewers will be at work and won’t appreciate videos (especially loud ones) that play by themselves.