Marketing Land – Mythbusting: Video In Email
By: Marketing Land
As a Creative Director, my workday often revolves around crafting and optimizing email communications for big brands. So, I’m always intrigued when new technologies come along that allow me to put another tool in my kit.
One of the most exciting developments to come along recently has been the use of video in email. Not the spoofed playback buttons overlaid on a static image, or even animated gifs that simulate video, but honest-to-goodness sound and motion video played directly in a recipient’s inbox.
Why is this development so exciting? Well, email is a very brief and fleeting medium. Grabbing a user’s attention and convincing them to take action requires the skill to captivate and activate in 3-5 seconds or less.
And, nothing helps people connect with content’s purpose as quickly as video. It’s easy to understand and people instantly emotionally engage with it in a way they don’t often do with text and static images.
Motion Makes Email More Engaging
Rigorous testing of content has indicated that using motion in an email message is a very effective tactic. Even adding simple animations drive increased engagement and higher conversion rates. And, there’s mounting evidence that a richer experience pushes those metrics to even greater heights. That alone makes video in email a technique worth exploring.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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