Video email marketing best practices

Now that you have an overview of what’s possible, I hope you’re excited as I was to try out some new tools! As you’re experimenting with powerful promotional marketing videos, keep these helpful best practices in mind.

Use a static image with a “play” button on the screen. This is one way to get around email provider limitations for video. Link that image to your video URL.
Don’t overdo it or annoy your email audience. Make sure video is the best way to present your message and plan your campaigns with video for messages that really need to be shared through video.
Include “video” in the email subject line to entice a higher open rate. This is a great tactic when video is the main feature of your message but not recommended if you’re just using a GIF as a visual addition. Make sure that you’re not misleading your audience.
Plan ahead and have a way to measure your video’s success. Vimeo makes it easy to track total views, impressions, view rate, viewer engagement, and more. When you use contact forms, you can download form submissions as a CSV from all your videos or just individual ones.
Make sure your video doesn’t distract from your core call-to-action (CTA). If you want the user to take an action beyond watching your video, make that very clear. Your video should funnel your user to take a clear action. If your end goal is to make a sale, make sure your video leads them there.
Keep it simple. For GIFs, you want to keep the file size as small as possible without compromising quality. Here are some tips on sending large video files.
Think of video email marketing in the context of your full customer journey. Use video to get your prospects interested in learning more so you can take them to the next step.

Despite (or because of) the limitations you have to include video in email marketing campaigns, you have the opportunity to be creative.

All email marketers have these limitations. So get an edge by using Vimeo tools and tricks to creatively integrate video into your messaging.

Send emails that won’t make them hit snooze.

Vimeo empowers Email marketers and creators of all kinds with tools for producing, sharing, and managing their projects. Features include screen capture software software, a teleprompter tool, and detailed analytics.

Kerri Feazell

10 ways to spice up your email marketing with video