Email marketing remains one of the most reliable ways to get your message out in front of all the right people. Build a meaningful email list and you can use it to promote new products, give updates and connect with new and existing customers on a personal level.

Most businesses still see email marketing as fairly static, however. A block of text with an image or two is about as far as they go. The truth is that introducing video can make a huge difference and improve sales and engagement for your company.

Why is it so important? With the advent of mobile devices and better software and streaming, video has become the number one media that is consumed online. It can literally bring your brand to life and create a stronger connection between you and your customers.

People are more likely to watch a video than read a bunch of text. While more and more brands are using it for social media and sharing sites like YouTube, many are neglecting email without realising how easy and effective it can be.

Here’s our top tips for using video in your next email marketing campaign:

Get a Strategy Together

The first thing you need is a plan. What are your email marketing goals and how is video going to fit into that? It’s a good idea to take a look at what your competitors are doing well in this respect (it’s easy to do, just sign up for the newsletters and email contacts).

The next thing you need to do is understand what your buyer’s persona is and what they are interested in. If you can get this nailed down, you should then begin to develop the video content that will appeal to them.

Taking Your Video

A lot is going to depend on your budget. Just like any other video content, however, email for videos need to have decent and consistent production values. It’s worth commissioning a video production company that can help you develop great content that can be used in emails but also other forms of marketing content.

Length and Type of Video

Many people, particularly businesses, will get hundreds of emails a week on various subjects and they only have a certain amount of time to go through them. A video is something that will pique the interest of your customer, but it also needs to be tailored for their attention span. Try not to make your video overlong – short and succinct is the name of the game.

That means you have to be very focused on what you want to say. Try to stick to one or two major points rather than trying to get too much across in one go. Your goal is to get your audience to visit your site and engage with your product or service, improving conversions.

We also advise not throwing any video away. With a good video editing suite or an experienced video production manager, you can repurpose a whole range of content for your email marketing campaigns. The more content you have, the more choices you will have.

Finally, email video marketing doesn’t just have to be about selling your products. You can use it to improve engagement with your customers in many ways and build that important connection to your brand. For example, a short video giving tips on how to get the best out of your product is useful and helps develop your reputation and improve brand awareness.