More and more, online video has become part of how we communicate. YouTube now has more than 1 billion users visiting each month and over 6 billion hours of video being watched each month.
Marketers are also embracing the trend in video communication. A survey conducted by the Web Video Marketing Council found that a large majority of marketers (73%) believe that integrating video with email marketing will increase click thru rates and generate higher conversion and purchase rates than static content.
There are several options for creating videos for use in emails:
- A static callout linking the viewer to a web-hosted video. This is the tactic that is most often used by marketers.
- Embedded video embeds the video directly into the email. While the quality is good, keep in mind that embedded video will not work in all email clients.
- Using animated .gif videos is a way to ensure that your video will work with almost all email clients. While this format has its limits, when it is done well, it can enhance your email campaign without having to invest a lot in production.
Personalize Your Video
Once you have decided which format to use, you then need to develop the content. As with email text, you want to ensure that your video content is relevant and compelling to the viewer. That is not always easy to do when you are creating a video, as so much of the video content can be generic.
Look for ways to supplement your generic message with some form of personalization. For example, locr has a range of solutions that enable you to include an animated, personalized map as part of your video.
These maps are created with basic information like the recipient’s address or the address of an event or business you want the recipient to visit. These maps can perform a variety of functions in your video – providing directions to your location, animating the stops a person would take on their journey to your business or event, or zooming in on a specific location.
These personalized maps are easy to add to your video, and are a great way to further engage your prospect in your video message.