As the second blog in our four-part series on video marketing, SPR recommends including videos in email campaigns when possible. Because different email programs can display content in different ways, it may or may not be beneficial to embed videos within your emails so we’d recommend testing it out before sending anything out. Having a video that doesn’t work, as Jon Spenceley points out, is much worse than not having a video at all. If you are able to embed a video successfully, sharing that video not only creates a buzz around your company/brand, but it also helps you stand apart from your competitors.

According to the article, “More Eyes on Your Video—How and Where to Share” by Jon Spenceley:

  • Almost all email clients will load images. This means great news for you since, at least when it comes to the new updates that Gmail and Google made, your video image will always be displayed regardless of whether a user chooses to see images or not in their emails.
  • Landing pages give you more opportunities to engage and convert. If users are directed to a landing page to see your video, they will be more inspired to view other content that you have and not just only that one video. This will also help spark people to subscribe to your site, which would then allow you to better measure the pattern of how and when people are viewing your content.

Having video content in your emails will allow you to generate more engagement, especially if your marketing efforts are focused on being entertaining and educational.

Below are a few types of videos you can try including in your emails to increase audience engagement:

  • Demonstration/How-To Videos
  • Testimonials
  • Educational Videos
  • Event Videos
  • Interviews with Industry Leaders

If you enjoyed this post, check out our previous blog, Stats Show the Power of Video.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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