Video content adds interesting and potentially profitable layers to any email campaign. Presenting valuable information in a new way lets subscribers know that you're a serious business person who takes the time not only to create something of value, but also something that's entertaining and fun as well. But before you produce and send video content to subscribers, here are some ways to ensure success.
Content Delivery
Instead of uploading video content to an email template, consider providing a link and uploading content to websites like YouTube or your own website. Not only does this provide an additional layer of security for viewers, it also allows most subscribers to easily view content without worrying about blocked images or poor picture quality.
Image and video blocking has become more popular with Internet Service Providers and email service providers due to an increase in computer viruses, terrorism and identity theft. Some web hosting companies block this type of content from view and allow content to show after subscribers click 'Ok' or other buttons. This is just an extra step some subscribers aren't willing to take. Avoid this by providing links to video content instead of embedding viewing icons into the template.
Types of Video
With a variety of video content formats to choose from, deciding which one to produce can become frustrating or confusing. Keep things simple for subscribers. For everyday consumers, create innovative and instructional how-to videos that show your products in action. How-to videos may also be intermediate or advanced techniques (using or not using your products) that teach subscribers something new.
Other types of video content for everyday consumers include:
· Funny videos (clean humor that doesn't offend anyone on your list)
· Animation
· Short movies
· Clever advertisements
· Interviews with experts
These types of video add value to your email campaign.
For business consumers, create video content in the form of:
· Interviews with industry experts
· Demonstrational video of products
· Customer testimonials
These videos aim to provide information about your products rather than entertain.
Producing a Video
You can product most video content using a handheld video camera (or your mobile phone camera depending on its quality). Create a draft of the video; gather materials needed and set aside time for filming. Edit out any uneven parts using video editing software and upload.
Adding video to email content can make email messages more interesting and more meaningful to subscribers. If they enjoy your first video, open rates for your second and third video should increase along with sales.