The Why & How of Adding Video to Your Brand Email Campaigns
Integrating Video into Email Marketing for Food and Beverage/CPG Companies
In the food & beverage or Consumer Packaged Goods industry, we understand the importance of reaching your target audience effectively. One of the most effective ways to engage with your customers is through email marketing. But have you considered adding video to your email campaigns?
Video is a powerful tool that can help to increase engagement, drive conversions, and improve overall campaign performance. In fact, studies show that including a video in an email can increase click-through rates by up to 300%.
Increase click-through rates by up to 300%.
So, how can you add video to your email marketing campaigns in the food and beverage or CPG industry? In this article, we'll cover the best ways to incorporate video into your email marketing strategy.
#1 Host Your Video on a Video-Sharing Platform
One of the easiest ways to add video to your email campaigns is by hosting the video on a video-sharing platform, such as YouTube or Vimeo. These platforms allow you to upload your video and then embed it into your email using the video's embed code. We recommend YouTube because people are more likely to trust a YT link over most others.
#2 Use a GIF or Video Thumbnail with a Link
Another way to add video to your emails is to include a GIF or video thumbnail with a link to the video. The use of a GIF is often the best option as they tend to load quickly in emails and can convey motion and playfulness to grab the attention of the recipient. This allows you to keep your email content concise while still providing access to the video. The video thumbnail can be a still image from the video or a custom image that represents the video's content.
*It's important to note that, when adding a video to your email campaign, you should mention the video in the subject line. This can increase the likelihood that recipients will open the email and engage with the video content.
#3 Optimize Your Video for Email
When adding video to your email campaigns, it's important to optimize the video for email. This means considering the size and format of the video, as well as the email client it will be viewed in. Most email clients do not support the automatic playback of videos, so you may need to include a call-to-action (CTA) that encourages the recipient to click on the video link. Although, Gmail has recently added support for watching YouTube videos without leaving the page.
#4 Measure the Success
To determine the success of your video email campaigns, it's important to measure key metrics, such as open rates, click-through rates, and conversion rates. These metrics will help you understand how your video email campaigns are performing and how you can improve them in the future.
So, adding video to your email marketing campaigns can be a powerful tool to help increase engagement and drive conversions. Whether you choose to embed a video, include a GIF or video thumbnail with a link, or use a combination of both, incorporating video into your email marketing strategy can be a great way to stand out from the competition in the food and beverage or CPG industry.
