3 Essential Elements of Successful Video Emails
As video use in email increases in the world of marketing, those utilizing it are reporting increased click through rates. As a mortgage lender, if you’re excited about the potential of video in email that’s great. But before you decide to just stick a video into your next round of emails, make sure you’re using this tactic in a way that maximizes opportunities to grow leads.
Here are three things you should know about placing video in emails to help make sure you are effectively reaching your audience.
Take Subject Lines Seriously
Obviously, your email subject line is going to be your first point of engagement with your readers. With limited time to capture your audience’s attention, it’s essential to get it right the first time and get noticed.
Research is showing one way to make an impression is to include the word “video” in your subject line. This simple action increases open rates by 19% and clickthrough rates by 65%
Subject lines should also be brief, kept under 40 characters or 5-7 words. Often the best way to focus your message is to ask a question that captures your reader’s interest. For example, instead of a subject line that reads, “All you need to know about the mortgage process”, simply write, “How do home mortgages work?”
Don’t Embed Video
Yes, it may seem very cool to embed a video to allow people to play it within the email. Immediate video playback upon email delivery is an impressive function of today’s technology. However, from a marketing perspective, you actually gain more with less.
Simply using a static image with a play button overlay is a smarter move. Take a thumbnail of the video and link the image to wherever your video is hosted. In most cases, it makes sense to link to a landing page that holds additional content the viewer can engage with. This also gives people a reason to come back to your site, where you can expose them to more call to actions as opposed to just having them viewing your video and moving on.
Keep Copy Concise and Scannable
Like any marketing message, your email needs to be well-crafted with concise copy that strongly delivers your message. The call to action to watch the video should be prominent. With it, clearly tell the viewer the benefits of watching. How will they be better off if they view it?
Also make sure the copy is scannable with content broken up by headers and short paragraphs. This is especially important considering a study that found 54% of all email opens happen on mobile devices.