Research shows that email is almost 40 times more effective than social media in helping your business connect with potential customers.
Combine email with video (arguably the preferred medium for communication) and you’ve got yourself a match made in heaven.
But many of you will be sitting there thinking, how do I start? What do I send in an email? Let us help.
Who should you send it to?
You might already have a list of email addresses to send information to (thanks to sign-ups or online orders) but make sure you adhere to GDPR guidelines and have permission to do so before you start your campaign.
There can be a temptation to send emails out to everyone on your list, but the catch-all technique could mean that you end up talking about the wrong thing to the wrong people. Don’t be annoying.
Make sure that when you collect email addresses you segment them into relevant lists based on data that helps your marketing efforts.
For example, if you sell pet food you could segment your contacts by purchasing history so that you send offers based on what animal they own, e.g. cat, dog, hamster.
What should your email look like?
Of course, we think that video should be included in your email,
In fact, just putting the word video in the subject lines can increase open rates by 19% and click-through-rates of 200-300%.
Two-thirds of emails are read on mobile devices so make sure that your video is optimised for mobile users.
FREE GUIDE: 5 Types of Video to Improve Your Business
You can personalise emails by using the customer’s name, but only 8% of users say that they are more likely to engage with a retailer as a result of this.
Think about the purpose of your video. What do you want the viewer to do?
For sales, make sure you offer something they can’t refuse like a new product or a limited offer.
Alternatively, you could also do a giveaway video like this one we did at Christmas.
Maybe you want to teach them something.
In that case make sure the video has clear, helpful takeaways and summarise them at the end of the video.
Got a new product?
Show it off in a teaser clip that makes them want to click-through and purchase.
Embed or click-through?
You can the video in your email but there are a few potential problems with that approach.
Some email platforms just aren’t easy to work with when it comes to sending videos directly in an email, but there is another option.
You can create an eye-catching thumbnail with a play button and this will automatically encourage the reader to click through to your website or video hosting service. Simples.
What time?
Research shows that half of all opens happen between 9am – 5pm , meaning you can get the highest open rate by sending emails throughout the day.
To be more specific, most opens will occur around 3pm.
More info: Find the ideal frequency for blogging and email marketing
Bear in mind that 66% of email unsubscribes occur between 5 – 10 pm so maybe avoid that window.
Want to know more?
Call us on 0141 363 2432 or email us at contact@productionattic.com
