Video Marketing

How to Include Videos in Your Newsletters

Daniel Raz
January 6, 2017
newsletter video

The increase in video trends is not new. If you’ve been keeping up on digital marketing trends and stats then you know the benefits. By 2020 video will make up 79% of all consumer internet traffic. 96% of organizations use video in their marketing, with 73% reporting a positive ROI. Backing that up, 90% of users report that product videos helped them in their decision making process. Webpages with video are 53 times more likely to appear on the first page of Google search results.Video is indeed the digital marketing gift that keeps on giving. Many marketers and online business owners often overlook a key strategy for capitalizing on the immense benefits of video: including videos in e-newsletters. You can always look to a Fiverr whiteboard and explainer seller or within the Fiverr digital marketing category to build your videos and strategize. Before you do, these tips on how to build videos will make you an expert on buying within the categories:

What are the benefits of newsletters?

Before talking about the benefits of including video in your newsletters, it’s worth explaining the general benefits of content, e-mail marketing and newsletters. Newsletters are a great way to actively engage your users. They can remind users of the content, products or services that you offer and can get them to return to your website with greater frequency. In 2015, 44% of email recipients made at least one purchase based on a promotional email. In that way, newsletters and email blasts are key to increasing traffic for your site and sales. A newsletter is also an opportunity to engage and educate recipients on your products and business. Offering content that is informative and useful builds trust with users, which is key in getting repeat traffic and business for your site. Email newsletters also offer you the opportunity to personalize your marketing. That can mean a subject line that includes the recipient’s name (emails with personalized subject lines are 26% more likely to be opened), or even more targeted information derived from any personal or transactional data you have on users that can help you determine what information they consider most useful and engaging. In addition, email newsletters can increase your social media following. Including social media widgets in your e-newsletters allows your subscribers to easily share content in your newsletters, building greater awareness for your brand, which can lead to a 158% higher click-through rate.

Why should you include video in your newsletters?

Email and e-newsletters in most industries have around a 20-25% open rate. The click-through rate for most is around 2-3.5%. By including video in your email marketing, you can increase your email click-through by 300% and reduce your unsubscribe rate by 75 percent. Even just including the word “video” in the email subject line can increase open rates by 19%. Video email marketing has been shown to have a 280% higher rate of return than traditional emails. That’s because video is engaging and also an easy way for users to consume content. In comparison to text, visuals—especially video—give people something to immediately look at. They’re enticing because they promise information that requires the user to take action by clicking on the video. And getting a user to play a video greatly increases the chances that they’ll watch at least part of it. Take the town of Enfield, CT, as an example of the benefits of using videos in your newsletters. As the Huffington Post reports, when Enfield added video to their emails they saw a 28% increase in click-through rates. That’s a substantial boost in user engagement that can translate to greater traffic and business.

What types of videos should you include?

Your open and click-through rates for your newsletters are likely to improve just by referencing videos and including them in newsletters, but you also want to make sure that you’re maximizing the appeal of your videos so as to fully capitalize on the benefits of your newsletter. That’s why it can be a good idea to include videos whose content will be informative and useful to users, rather than promos or ads. Explainer videos are great for increasing user engagement because they educate users and increase their trust in your company. If you seem like you’re attempting to help your customers, they’re more likely to stay loyal to your brand. If your products, services or your industry have features that might be confusing to average people, including videos that discuss the uses and benefits of your business can lead to greater sales and traffic.

How to Include Videos

When it comes to incorporating videos into your newsletters things get a little tricky. Most email clients can’t display video that’s embedded into an email. This is mostly to protect clients and users from viruses and spam. That leaves you with a few options for how to go about integrating your videos.One option is to simply include a text link to your video. If the link’s URL is long, however, don’t simply paste that into the body of your newsletter. Insert a hyperlink and direct readers to take action to see the video. One major benefit of this is that users are required to go to your site or YouTube page to watch the video, but they also might be resistant toward being redirected to a new webpage.Another option is to include a thumbnail link to your video. You can simply take one yourself and embed it in your email, or you can use the newsletter features offered by e-marketing companies like MailChimp, which often have an auto-convert feature that pulls a thumbnail from a YouTube or Vimeo video and overlays it with a play button icon. Users are often compelled to click on the thumbnail opening a new window with the video.YouTube videos open as a screen overlay in Gmail. Gmail has around 1 billion active users worldwide, so a sizable portion of the individuals on your listserv will be Gmail users. Therefore, uploading your videos to YouTube and using those links can be a way to simplify the process of embedding your videos in your newsletter.

Daniel Raz
Head of Retention at Fiverr. Dan has worked in online and email marketing for over 7 years. Before that he was a travel journalist.
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