What you need to know about using videos in your email marketing

Over the past few years, video email has been the holy grail for many email marketing professionals. Indeed, to date, putting video in email campaigns is arguably the best way to amuse and engage your subscribers. Here are some convincing stats:

- 64% of consumers are more likely to make a purchase after watching a video. (Animoto)

- More than 90% of consumers said that watching videos helps them make their purchase decisions. (Vidyard)

- Adding videos to emails can improve the click-through rate by up to 300%. (Forrester)

- The very word ‘video’ in the email subject line is known to improve open rates by about 19%. (Salesforce)

Takeaway: Video content has proven to be a powerful, cost-effective way to keep your customers engaged. It’s a great way to tell them more about your products and services, all the while educating and entertaining them. Complementing videos with text descriptions, call-to-actions, and ecommerce links provides a meaningful, fruitful customer experience. It also helps build trustful relationships and can potentially deliver a higher ROI in the long run.

Below, we discuss three main approaches to adding videos to your emails.

HTML5 Video

The most recent HTML standard, HTML5, has opened new opportunities for video email marketing by introducing the element, which allows you to share videos without using third-party plugins. And that’s where the struggle got real. Email marketing professionals are now finding themselves in a ‘so near yet so far’ situation: while they can embed videos directly into the email code, only a few email service providers are able to play the embedded videos...

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