From the past few years, video in emails trend is seen to be gradually decreasing among marketers. According to the statistics, only 23% of marketers are implementing videos in their emails. Not all the companies can support videos in email.
About one-third of the world population is attracted by video. When you add interactivity in your email content, the click-to-open rate increases by 73% and by adding videos it can go up to 300%.
Videos will allow your subscribers to engage actively with your platform. In this way, your traffic will increase, and it will boost your sales.
Below are some solutions for the significant issues that marketers face when using embedded videos in emails.
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Compatibility of the device:
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At the moment, only Outlook, Apple and Thunderbird are supporting videos in emails. You can put an image in the email that will redirect your subscribers to the original video. This will also save you from getting spammed.
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Bandwidth Downloading:
At first, you need to download the videos only then it can be viewed. For this purpose, you need to use progressive playback so that your subscribers can watch the video without downloading it. This will save you and your subscribers from a lot of hassle.
Subscribers are fickle, and videos that take long to download only add up to their impatience.
While HTML email size can affect the delivery rate, the heavier the video, the longer it takes to open, which could affect the recipients’ engagement.
Per an article on the Mailup blog, this could cause a loss of interest, Hence use lighter videos that don’t stress your recipients’ bandwidth capacity.
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Plug-in:
If you want the video to run smoothly, then a plug-in is necessary for this purpose. But in the emails, there is no requirement of using third-party plugins. This is because emails have HTML5 support.
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Analytics are affected:
The problem is that most of the subscribers will not watch the entire video. For this purpose, you can provide them with a small teaser of the video along with a CTA. This will automatically redirect your subscribers to the original video.
Lengthy videos and emails would discourage subscribers from completing the emails. So you have to be concise to improve your click-through rate CTR.
Per an article on the Tech Target website, include only one CTA or a link in the email to prevent confusion.
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Non-supporting client’s issues:
Another problem is that there are some subscribers whose email does not support videos. People use different devices for their online correspondence.
But a vast majority have mobile devices. Still, these vary considerably and hence marketers have to consider these capabilities while creating videos.
Per an article on the Super Office Marketing website, online marketers can no longer ignore mobile and tablet device configurations.
And many marketers fear this thing that their effort will go futile. For this purpose, you can use a code snippet to ensure that the entire database is not affected.
How videos embedded in the emails improved the Click-through-rate (Example):
To improve the click-through-rate, the Global mission sent two types of emails to their subscribers. One email was entirely text-based in which they have encouraged the subscribers to donate for a good cause. Whereas, the other video is based on a video. In the video, the founder of the company himself is encouraging the subscribers to donate.
The time date and everything were the same while sending both of these emails. And these emails were sent to a total of 2800 subscribers. The result was astonishing. The first email received a click-through-rate of 2.50%, and the total amount given for donation was $3500.
On the other hand, the click-through-rate for the second email with an embedded video was 3.59% with $7500 donations. Therefore, the result is evident; the email with an embedded video had a higher click-through-rate and increased conversions.
Hope you enjoy reading “Video In Emails ? Taking Interactivity To The Next Levels” 🙂
