Video Email Marketing Trends for 2012

Video Email MarketingVideo email marketing continues to evolve, yet few marketers are doing much with the medium in their email campaigns. Part of the problem (the fact that embedding video into actual email messages is impractical and rarely an option) is also video email marketing’s biggest advantage. In most cases, your email marketing message will link to a website video. Isn’t driving your subscribers back to your website one of your primary goals? Below are a few video email marketing trends to keep an eye on for 2012.

  • Creating animated GIFs of a given website video gives subscribers the illusion of motion, and can be an effective teaser that prompts the user to click through and view the video in full screen. If you link the animated GIF to your website video, your video email marketing technique worked like a charm. This technique has its downsides, however. For example, some email clients such as Outlook 2007 display only the first frame.
  • Another option is to grab a screenshot of your website video, insert it into your email marketing newsletter, and then link it to your website video. This is one of the more common video email marketing techniques – and it works. Many marketers have reported remarkable click-through rates using this simple email marketing technique.
  • Using embed codes will also result in a static image complete with the recognizable “play” button superimposed over a screenshot of your website video. Using the embed code is a simple technique, and the resulting image is readily understood by users. They know that when they click the play button, they will activate a website video. While this action doesn’t necessarily take place within the video email marketing message, most users won’t mind be directed to a website to view the video.
  • Another video email marketing trend has less to do with where the user views your video and more to do with how the user interacts with it. Many video players are becoming more sophisticated, offering added features such as player customization, social sharing, interactive transcripts, and calls to action.
  • The more you include video in your email marketing messages, the more important video email marketing analytics become. Depending on which email service provider, video player, and analytics services you use, you can analyze the performance of your video email marketing campaign as well as the video itself.
  • Video heat maps are often included with video players as well as offered as standalone services. These analytical tools can show you where viewership dropped off, which parts of the video were referred to most often, and give you a general idea of the audience’s engagement with your video.
  • HTML 5 makes video, and email in general, a better choice for tablet computers. Expect to see an increased emphasis on HTML 5 in the year ahead.
  • Another trend is to use YouTube’s Post Bulletin feature to update subscribers to your YouTube channel subscribers or uploading your video to Facebook and Twitter. Though technically not official email marketing techniques, these video sharing options can be part of your overall video marketing strategy.

Perhaps one of the biggest video email marketing trends to expect in 2012: more marketers will be experimenting with website video and email marketing. After all, embedding website video in email marketing messages adds value and drives traffic.

Do you have any video email marketing success stories to share? We’d love to hear how your click-through rates have improved or how you’ve solved tricky issues with embedding videos in email messages. Share your thoughts in the comments section below:

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