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Video Insights: 7 Tips for Enhancing B2B Email Marketing Campaigns with Online Video

7 Tips for Using Video to Enhance Email Marketing

By Rebecca Chambers

Online video use by consumers continues to grow exponentially. According to comScore 182 million Americans watched online video and engaged in more than 39.8 billion video views during the month of September, 2012. Leveraging the power of online video in an email campaign is something you might want to think about for your company.

Here are 7 tips for using video in your companies email marketing campaigns:

1. Keep It 60 Seconds or Less

Deliver your message quickly. Online video viewership drops off dramatically after 60 seconds.

2. Make Your Core Message Clear

Email campaign videos are a great way to engage potential clients but the key to their effectiveness is to provide immediate value to the viewer. Starting a video by delivering the bottom-line message or offer at the beginning greatly increases conversions.

3. Use What You Have On Hand Creatively

In the right creative hands, producing innovative, compelling and effective online marketing videos can be done at a low cost by using a company’s existing footage or images. Your company probably has on hand existing marketing footage (logos, images, video footage) that can be combined to create marketing videos.

4. Embed Linked Thumbnail Images In Your Email Campaign

Embedding a video into your outgoing email campaign is challenging, technically and in it’s deliverability. To avoid these challenges, simply emb a linked thumbnail image of the video that includes a “play” button. Once the play button is clicked a browser window can be automatically launched to display the video on a video marketing landing page.

5. Use Branded Video Landing Pages When Possible

Use a branded landing page, when possible, to host your videos. Landing pages provide control over the branding and user experience and they can provide additional space for text-based calls to action, offers and lead capture forms.

6. Support Web & Mobile Video

Smart phones have made mobile video delivery more important than ever. Be sure all video based email campaigns can be delivered in both Flash and HTML5 formats. Videos delivered in only Flash format will not be viewable from iPads and iPhones.

7. Video Analytics

The analytics gathered from video viewership can be of tremendous strategic value to you. Being able to measure video views, time viewed/duration, traffic sources helps you understand if your video is effective.

If you’re interested in integrating video or email into your business’s marketing strategy, contact Dream Local Digital today to learn more. 

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